Craft is hot! To attract consumers, it’s important to wake up the artisan in you. Be inspired by these 5 concepts that showcase their craftsmanship!
Show and tell your love for the craft
The Taste Tomorrow survey clearly revealed that the craft trend is still very much alive.
A premium price is not an issue for consumers if a product is obviously made by an artisan, by hand, with natural ingredients and an original recipe. Imperfections in bread, patisserie or chocolate are beautiful, as they are proof that it has been hand made. You will attract consumers if you show them how you make things: show your workplace and the production method, and have a visible oven. And share with others your tradition, heritage, history and, most of all, your love of the product and the craft.
These 5 concepts know that consumers crave craft and respond perfectly to their needs:
Artisan du Chocolat
All the chocolates of Artisan du Chocolat are handcrafted in their atelier in the Kent countryside, where more than 35 passionate artisans, who know their ganaches from their pralines and their caramels from their coulis, are continuously perfecting their craft. Their work ranges from conching and refining their own chocolate bars to supplying 3 Michelin starred restaurants.
Trappist brewery Westvleteren
Beer is a good example of craftsmanship, and Trappist beer in particular. To make Trappist beer, you have to conform to certain, strict rules. The brewing process has to take place in a monastery, must be done by monks of the Cistercian order and can’t have a profit motive. Across the world there are only 12 Trappist breweries. The beer from Trappist brewery Westvleteren radiates craft and has won an award for best beer in the world several times in a row. This Trappist beer is very scarce: you can only order one crate per person, and you have to pick up the beer at the monastery yourself. All this adds to the appearance of craftsmanship.
Warren’s Bakery has existed since 1860, and claims to be the oldest Cornish pasty maker in the world. In 2018, Warren’s Bakery was crowned ‘The UK’s no. 1 craft bakery’. And while as a business the bakery is growing at a rapid pace, their core values and working practices remain the same as they’ve always been. They’re dedicated to sourcing the best ingredients and producing the finest artisan bakery products. “Nothing makes us happier than using fresh ingredients, trialling recipes and rolling out, kneading or crimping great craft products.”
Sea Wolf Bakers
In this brother-owned craft bakery in Seattle, you’ll find a modest selection of bread and pastry items. They are all prepared by hand and rotate with the seasons. Founders Jesse and Kit Schumann believe that bread should be beautiful and that beautiful bread is a reflection of the craftsmanship that created it. Their aim is to bring the creativity and diversity of the kitchen into the bakery, source regionally and work with local farmers to emphasize the grains and ingredients of Northwest USA. At the Sea Wolf Bakery, the customer has a clear view of the bakery, that’s lodged in a bright and open space. This reflects the desire of Kit and Jesse to foster a community of people who are invested in the production of good food – whether employee, home baker, or bread enthusiast.
In Japan, bread was seen as ‘Western food’. The texture of the bread, made with hop-based yeast, was too harsh for the palates of the Japanese. That changed when Ginza Kimura's family developed yeast from (rice-based) sake seed and created their unique Sake anpan bread. This bread, made with moist dough, quickly became famous. And 140 years later, it still is. The traditional taste and craft of this bread has become part of the Japanese food culture. Nowadays, the Ginza Kimura family sells 130 types of bread in their bakery, including many Western recipes such as French baguettes or Danish pastries. But they remain famous for their classic Sake anpan bread.
The Taste Tomorrow results are clear: consumers love craftsmanship. Learn more about the craft trend, or showcase your own craftsmanship with this recipe for a Fusion Foccacia.