A Gem from the Artisan Grain Collaborative's Newsletter "The Crumb" for October 24, 2021
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Posted October 24, 2021 10:45 pm
Reading through the Artisan Grain Collaborative's weekly newsletter and came across the following quote:
Once, addressing a group of culinary historians, she said, “I tell customers that I’m not here to sell you a loaf of bread. I’m here to sell an organic farming system that will put wheat back in the bread basket.” Such ideology can get a little heavy for the general public, so Ellen jokes that she is banned from working the counter at Hewn...
A very true statement from Ellen King, Co-owner & Baker at Hewn, that I very much agree with. While she joked about being banned from the counter, I think her statement is part of what actually does need to be "sold" to customers.
How we evolve marketing messages while revitalizing and building grain chains regionally across the country needs to be clever about education. With misinformation being top of mind for many Americans in social media, along with misleading food labels in the grocery stores, I think there is an opening for a new approach to weaving real stories back into our food.
