Discover the evolution of the artisanal movement from the fringes
of the 1970s to the spike of domesticity--home-cooking, gardening,
and DIY crafting--caused by COVID-19 and what it means for the
future of work and American culture. In the 1950s, America was a
world of immaculate grocery stores, brightly packaged consumer
goods, relentless big brand advertising, homes that were much too
clean, and diets so rich in salt, sugar, fat, and preservatives you
nearly have a heart attack just thinking of them. And while this
approach made a great fortune for large consumer packaged goods
companies it has been detrimental to American's overall health and
wellbeing. Then, towards the end of the 20th century, Alice Waters
and other pioneers figured out how to market natural, handmade,
small-batch products to the American consumer again--and the rest
is history. Now, we are in the third wave of a revolution. Thanks
to COVID-19, millions of Americans went from being consumers of
artisanal goods to being producers. People in the mainstream are
baking bread, keeping bees, growing vegetables, and even raising
chickens. Gardens are flourishing, workshops are growing, and
sewing machines are whirring. Thousands have left the cities for
the countryside, and if their companies don't require it, they
might never return. Return of the Artisan is a collection of
stories and interviews with artisanal businesses across America
including family farms and collectives. This book explores their
business models, their motivations, and explores how you can join
them by turning your own hobby or passion into your work. Whether
you want to make this a profession or simply enjoy providing
artisanal goods to your family and friends, this book is a
must-have for navigating the ups and downs of the latest artisanal
revolution.
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