The Artisan

The definition of artisan is "a person or company that makes a high-quality, distinctive product in small quantities, usually by hand and using traditional methods: food artisans". For some reason this term has become a catch phrase for the marketing of bread products. Local chain stores are making "Artisan" breads. Large fast food chains are putting their meats on "Artisan" rolls. Yesterday I saw "Artisan" Tostito's. This is contradictory to the definition of the word. The last time I looked, I did not see a baker in Burger King. I cannot imagine the person that works in the Tostito factory making each chip by hand. That would be grueling work and would take many hours to fill one bag. Someone in a marketing firm found this phrase and thought it would fool the public into thinking that the product they are purchasing is made in Europe in a small bistro shop. I resent people that think I can be so easily tricked. If they truly wanted to be honest in advertising, the product label would read "mass produced, chemically enhanced, overly salted bread made in bulk in a large factory setting". The company would be honest but bankrupt.