sf wrote:
> Janet Bostwick > wrote:
>
>> Some years ago, 25 -35, there was a resurgence of interest in beer,
>> bread and cheese making at the individual person(s) level. These
>> small brewers and bakers paid great attention to detail and went back
>> to the origins of the beer/bread/cheese to make an individual and note
>> worthy product. Very little product was made at these local levels
>> and the product was very individual and in most cases excellent. The
>> term artisan was coined to indicate that the beer or bread or cheese
>> came from such an establishment. Often the results of the old
>> fashioned approach were rustic looking. Of course, corporate America
>> wasn't about to miss such a marketing buzz word. And so children, it
>> came to pass that everything has been dubbed "artisan."
>> Janet US
>
> I equate "artisan" with hand made... but as you said, the term has
> been hijacked by corporate America.

It happened with the micro-brewery movement as well. There are hundreds
maybe even thousands of small local preweries and brewpubs making
fabulous ales under more labels than I could ever try. The majors are
also slapping random labels on their giant brews and using the word
artisan on the label.

So far I have not noticed this happening in cheese. I appear to be
cheese brand name oblivious. That and I go to Wisconsin to shop at the
small factories. ;^)