Craftsmanship and gluten-free: between authenticity and marketing abuses
In the world of food, the word artisan is now omnipresent. We find it everywhere: from baked goods to ice cream, from cookies to bread. But what does “artisan” really mean? And why is this word, so powerful in its appeal to authenticity and care, often emptied of meaning today?
In the gluten-free sector, the issue becomes even more delicate. The technical difficulty of producing quality gluten-free products pushes many companies to look for shortcuts. One of these is marketing: labeling a product as artisan when in reality it comes from industrial processes, perhaps using standardized mixes or semi-finished products indistinguishable from those of large-scale distribution.
True craftsmanship has a name: expertise, care, and awareness
Craftsmanship means having control over every step: from studying raw materials to formulating doughs, from choosing ingredients to managing fermentation. It means trying, failing, improving. Above all, it means creating one’s own productive identity, and not just following a pre-written script.
In this context, Angel Mix and Baker Mix are born as tools at the service of the artisan, not as substitutes for their expertise. They are the result of years of research, testing, failures, and conscious choices. They are not magic powders to be used blindly: they are designed for those who know their craft and seek a reliable and clean base to start from.
When the mix becomes a shortcut
In recent years we have seen an uncontrolled spread of mixes and commercial products sold as “artisan,” when in reality they are industrial compounds with long and opaque ingredient lists. Those who use them often do not even know what they contain, but use them just to have a product that “works.” this kind of approach is not craftsmanship, it is assembly.
The true artisan, on the other hand, asks questions: What am I using? Why am I using it? Can I improve it? The additive then becomes a tool, not a crutch.
The risk for the consumer
The abuse of the word artisan creates confusion and undermines trust. The customer who buys an “artisan” product expects something unique, genuine, made with care. When they discover that behind that label hides a standard product, indistinguishable from another, they feel betrayed. Especially when they have to pay a high price for something that really no longer has anything “artisan” about it.
For this reason, it is important that those who truly practice craftsmanship say it, explain it, and demonstrate it. There is no need to shout it, but it must be told with transparency.
Angel Mix and Baker Mix: true craftsmanship, not just appearance
Angel Mix and Baker Mix are not designed to simplify everything. They are designed for those who know what it means to work gluten-free with method, rigor, and passion. They are tools for true artisans, not for those looking for the shortcut of “good without effort.”
The difference lies here: in intention, awareness, and above all in respect for the product and for those who consume it, who too often have to open their wallets for products that are anything but unique.
Share:
It's not for the industry. It's for you.