I gave my Culture Camp in London last week. I feel a little like a peddler producing my new array of household cleaners and brushes. “Here’s a lovely notion no planner or strategist should be without!”
Here’s one slide that people seemed to find useful.
(Apologies if WordPress compresses this slide too much. Try clicking on it for a larger view.)
The idea was to show trends in motion. The events picked out in blue represented the pre-artisanal era, the period in which we liked our food fully industrial and the more artificial the better.
(In Camp, we talk about all the machinery perfected for the war effort applied in the late 40s and 50s to food, and the great explosion of prepared food and fast food brands, including of course Tang, that utterly artificial foodstuff endorsed by astronauts!)
Then the reaction, the repudiation, of artisanal food begins with the counter culture and the emergence of the person who was to be the goddess of the new movement, Alice Waters and her restaurant Chez Panisse, the one that was to prove the beachhead of the new movement. Waters and CP brought a new idea into the world and then sent a diaspora of chefs and enthusiasts who went out into the world to colonize it in the name of the artisanal.
And then comes the reaction to the reaction. Those events picked out in green are harbingers of the new, as new innovations and inclinations rise up to propose new approaches to food. This is not to say the artisanal trend will disappear. Some of its transformative effects have changed us forever. But a new perspective will emerge, and it will set in train a great revolution in chefs, restaurants, TV shows, cooking magazines, and food culture generally. And it will change the way we are eating in a decade or so. At this point, all we have are “faint signals.”
As readers of this blog now, I am looking for more sophisticated ways of looking at culture. We need these devices if we are to make sense of the great turbulence of our culture. But I think they also help us clarify culture for clients for whom it is mysterious. I think this Artisanal Trend Timeline is a good way to say, “Ok, here’s the bigger picture. This is why we believe you should be primed to launch product X at moment Y.”
If you are interested in attending the Culture Camp, please let me know at grant27ATgmailDOTcom. The next one will be in New York City possibly in the late summer.
If you want a high rez version of this slide, send me an email at the same address.
Great article. I wonder how people will push “artisanal” further before they get tired of it. Homemade. Selfmade. Maybe?
There are already some words that seem tiring.
I remember taking a photo of “artisanal” bread in the bakery at a fancy new Walmart in Plano, TX, around 2005. I used it in a speech to demonstrate how the trend was no longer cutting-edge.