Warning: this is going to be the most hypocritical post ever. First of all, let’s address the fact that the words “foodie” and “buzzwords” are, themselves, buzzwords.
Second, I hate the idea of being a “foodie,” but I’m probably the epitome of the definition at its worst. I know nothing about the culinary arts, but I watch food TV, and dammit, I love stuffing my face. We live in the Age of Food, as The Guardian recently put it, and I’m eating it up (teehee).
Then again, food is getting healthier and more socially responsible, and it’s opening people up to new experiences and cultures. That can’t be a bad thing, right?
But you also have to be wary of the sneaky marketing ploys that hijack this trend by appealing to our foodie sensibilities. Below are a list of buzzwords that often trick us into spending more. Keep in mind: I’m not criticizing the true definition of the word–spending money on quality food is fine. I’m pointing out how these words have become watered down and over-marketed. It always helps to know how your spending habits are manipulated.
“Artisanal” 
We’ve become rightfully skeptical of manufactured and processed foods, which explains the draw of the word “artisanal.” It implies the food is traditional and hand-crafted.
The San Francisco Gate interviewed food artisan June Taylor to find out exactly what a “food artisan” is. She told them:
“A food artisan is someone who is completely and wholly integrated into the creation of their product.” It follows, she says, that artisanal products can only be made on a small scale. June is intimately involved in every part of production, from sourcing raw fruit from farmers and backyard growers to carefully and artfully crafting her delicious preserves.”
A true food artisan? Beautiful. That mass-produced “artisan” pizza you find in a frozen food aisle? A little misleading.
“Craft Beer”
According to the Brewer’s Association, a “craft beer” brewery is:
• Small
• Independent
• Traditional
But they’ve gotten pretty relaxed with how they define each of those categories. Their definition of a “small” brewery, for example, is one that produces “6 million barrels of beer or less.”
Many beer pros feel that the definition has been watered-down. They argue that big companies have hopped on the trend without offering much. But beer connoisseur and host of Listen Money Matters, Matt Giovanisci, sees the silver lining. The true trend of craft brewing, he says, is a good thing:
“I think the craft beer trend is amazing. Today we have so many more varieties of beer to choose from since the days of only Bud and Coors. Brewers have turned this craft into an art form, and as beer drinkers, we can benefit greatly from this.”
Here’s his advice for finding a quality beer that’s worth your cash:
“If you stay away from the big players in the beer industry, you’re bound to get quality. When I look for a beer to drink, I’ll usually ask for friend’s recommendations or just by the label. That may sound ridiculous, but I’ve found some really awesome beers by basing my decision off the label — how else are you to find new stuff if you can’t taste it in the store?”
“Handcrafted” 
Friday’s no longer lists burgers on their menu, but “handcrafted burgers.” What does this even mean?
Well, it’s supposed to mean something that’s made, skillfully, by hand. But from a marketing perspective, that could apply to anything. It’s one of the vaguest, most overused buzzwords.
“Premium”
The word “premium” isn’t regulated by the FDA or any food organization. It’s utterly meaningless. But according to a study (Technomic, The Healthy Eating Consumer Trend Report), 43% of consumers think “premium” means a food product is healthier.
“Local”
Again, I’m not criticizing the actual local food trend, which I do think is a good thing.
But there’s no single definition of the word “local,” which makes it really easy to take liberties with the trend. Greenopedia explains:
“Since the term “local food” is not regulated by governmental agencies, less honorable food producers may mislead consumers by marketing their product as local to imply that is has been produced more sustainably or locally than it actually has been.”
The definition isn’t regulated, but in the 2008 Farm Act, Congress defined local food as “less than 400 miles from its origin, or within the State in which it is produced.”
“Gastro-whatever”
Gastronomy is defined as the study of food and cuisine, and the term “gastropub” was coined to describe a pub that also serves food. Fine–those are some basic definitions, and there’s nothing wrong with that.
But we’ve appropriated that definition. When I hear the term “gastro” attached to anything, I don’t even picture food. I picture exposed ceilings, chalkboard menus and “craft” burgers. It’s meaningless. The food can be terrible, but slap on the word “gastro,” and people think they’re getting a special experience. What they’re really getting? A $15 mediocre burger.
Okay, now I’m just ranting.
I’m guilty of it, too, but food snobbery is getting a little out of hand. We overpay for food that isn’t any better than its cheaper version. I’m not saying we shouldn’t want to improve our food industry standards and pay for quality. That’s wonderful! But falling for the illusion of improvement is silly. And a waste of money.
What do y’all think? Any buzzwords I’ve forgotten? Or am I just being a grumpy, hypocritical jerk? Feel free to rant along with me in the comments.
Photo: Quinn Dombrowski.
Managing your money is like going to the dentist or standing in line at the DMV. Nobody wants to do it, but at some point, it’s inevitable: you need to clean your teeth, renew your license, and manage your money like a grown-up.
“ORGANIC”
Organic foods are grown using methods that “preserve the environment and avoid most synthetic materials, mostly pesticides and antibiotics.” People buy organic food because they want healthier food. That is a good thing.
However, it seems like every product you see in the store these days as an organic stamp on it because these food companies know people that feel good buying healthy products. This is a myth though, not all organic food is actually healthier and better for you. For instance, you might buy some organic eggs that meet the standards, but perhaps those chickens were raised in very tight spaces and cages. That is not a good thing.
The best way to avoid this is to shop at farmer’s markets. Talk to the people that grow the produce and raise the livestock. Also, the price tag on produce at farmer’s markets is far cheaper than what you pay at supermarkets, and you can even barter with them, it’s great! The people are more friendlier, more knowledgeable, and the food tastes a hell of a lot better as well. Also, the more exotic and tasty looking produce you can’t seem to find at your local grocery store can usually be found at the farmer’s market. One more thing, farmer’s markets are a great way to waste a couple hours of your day on a Saturday morning, or Wednesday night.
As someone who is a “foodie” and works in the business….these buzzwords are some of my pet peeves. Most are used in conjunction with marketing and not actual description. they can be accurate but misleading. Without getting in to a whole dissertation here are some more to consider:
Real foodies should know how meat is graded by the USDA. For example, “Pure Beef” sounds great doesn’t it? It is indeed pure beef (no one is lying to you) but Pure Beef is the lowest form of beef you can buy. Not as tasty as one might think. Educate yourself on the varying grades of beef.
“Sustainable”- if an establishment uses this word, ask them what they mean. Are they using products that were grown sustainably or are they recycling cardboard boxes?
“Custom made”- along the same lines as artisanal. Is something really being made just for you or are you getting something with interchangeable parts? You buy Yummy Product X and then you have a choice of A or B on top?
And just a note about when large companies use words like “artisanal” and “craft”- it usually means an “interesting tasting product that we wish we would have come up with but thanks, we are going to mass produce it for you”.
Oh yes. I’m sure if you’re a true foodie or someone who works in the industry, these would be extra annoying. Craft and artisanal, as you mention, seem to me to the be the most vague. And the others are great adds, too. Because some, like your “pure beef” example and Ryan’s “organic” example, are a bit sneakier. I think most of us know that “artisanal” is often used as a fluff word, but we probably have higher, more tangible expectations with “pure beef.”
I’ve heard the same thing about “free range” meat products–that the conditions are sometimes worse for animals than non-free range.
I love farmer’s markets! I actually find that the prices are usually more expensive, though. But I’ll admit–I don’t try haggling. Even if the prices are a tad higher, I think it’s great to support them!
Don’t forget the term “natural”!
Yep! That one is definitely overused and abused.