OK, so the horsesh*t in the specialty coffee and related industries is getting so thick you could cut it with a knife (sorry for the mixed and, frankly, disgusting metaphor). Apparently, the buzzword of the day is "artisan". Yesterday, I received an e-mail from Starbucks heralding their "Artisan Pairings", which largely refer to their greasy breakfast sandwiches. As a linguist--and a cunning one, I might add--I am disgusted by the use of language as smoke and mirrors. The word "artisan" is being used here to draw your attention to an imaginary point that does not actually exist. While you're looking away, reality is snuck past you. It's kind of like the old Three Stooges sketches when Moe would point up at the sky, then punch Curly after his eyes were averted.
I'd be suprised if there were a single artisan working in Starbucks' employ anywhere in the world. I'm also guessing that the terms Starbucks demands from its suppliers would prohibit any artisans from working for them, either. I don't think I know any artisans personally, but I know of a few. The guy who owns the Northern Chocolate Co.--the "Chocolate Nazi"--is an artisan. Artisans are an idiosyncratic bunch. Companies who can pay marketing wizards to throw around words like "artisan" don't take kindly to that.


