Is "Artisan" Food Made for the Masses Still "Artisan"?

Comments (0) By Hanna Raskin Thursday, Jun 28 2012
...continued from page 6
Mark Overbay in the cookery at Big Spoon Roasters
Mark Overbay in the cookery at Big Spoon Roasters
Left to right: Judy Herkner Harmon, Sue Herkner Keegstra, and Lynda Herkner
Left to right: Judy Herkner Harmon, Sue Herkner Keegstra, and Lynda Herkner

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Sidebar: How some Valley merchants define "artisan"

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Yet it's one that Overbay believes can survive upsizing. "With a smallish nut roaster, I would increase my capacity by 1,000 percent, and then I would simply have to find a larger grinder and maybe a couple of stand mixers," he says. But he's thinking even bigger, because his passion for the exemplary flavors of great nut butter is matched by his passion for reinvigorating peanut farming in the South.

"If I want organic peanuts, the closest place I can get them is New Mexico," Overbay says. "There's nothing wrong with New Mexico, but as someone who believes in supporting North Carolina, I made the decision early on to buy North Carolina peanuts. I want to grow our business so we can be a positive market force for sustainable agriculture in the Southern peanut sector. I believe — and I don't think this is a pipe dream — there can be sustainable, organic peanut agriculture in the Southeast. I want Big Spoon to be an advocate for that."

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3 comments
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GuestofaGuest
GuestofaGuest

what about 'organic' and 'farm to table' and 'eco friendly'?

Unartisan
Unartisan

I am so damn sick of the word artisan suddenly popping up everywhere.

El Extranjero
El Extranjero

Domino's artisans pizzas are as artisan as rocks are soft. I will admit to ordering on of the pizzas because of the advertising, being 'artisan' and all. However, after trying them, not even my dog would eat them. I did complain to the company and when they offered to give me free pizza, I respectfully declined.

 
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