sprinklefingers

not too long ago it became very de rigueur for bakeries to describe their products using terms thought to elevate something like a simple vanilla cupcake to a whole new level. whether it was to justify a $4.00 price tag or simply a feeble attempt to set themselves apart from other bakeries, it’s now become very common to read a description of a handheld treat that’s so detailed it’s become laughable.

for example:

vanilla extract.
they say: “we only use the finest madagascar bourbon vanilla.”
i say: who in their right mind would use anything else? why is this worth advertising?

butter.
they say: “all of our cupcakes are made with the finest sweet cream butter.”
i say: if you can give me a definition of ‘sweet cream butter’ that’s universally agreed upon, i will give you twenty dollars and my grandma’s secret cream cheese icing recipe.

i’ve always felt that if you have to beat your customers over the head with the ‘quality’ of your ingredients, that must mean one taste of your product isn’t enough proof that you take care to use the best ingredients out there. but that’s just me.

and don’t even get me started on all this local business. speaking of which - there’s a great piece today on Esquire’s site about that very subject. you should read it.