Career Calling

September 15, 2013

Sabbath, September 15, 2013

Filed under: Sabbath — claycerny @ 10:40 pm
Tags: , , , , ,

[“Sabbath” is this blog’s Sunday feature that explore a wide range of topics beyond the worlds of work and career.]

Craft and Craftiness

A couple of weeks ago I saw a commercial for a new beer called Third Shift.  Everything about the commercial’s production screamed “mass produced,” but the content of the commercial would make one think Third Shift was a craft beer.  It’s really made by Coors.  A few days ago, while watching a Cubs game, I saw a new commercial from Blue Moon, which described the product as “crafted.”  In both cases, I would use the wordy crafty.  If the big boys (Miller-Coors, Bud) are moving this way in advertising, we know that craft beer (and craft products in general) are winning a strong place in the market.

Some of us consumers are willing to pay more for locally brewed beer and roasted coffee.  We ignore the loss leader sales at the supermarket to buy from local farmers and small bakeries. We enjoy talking with the farmer that raises the hog or picks the apples.  It’s comforting to know that the coffee roaster donates to a local school’s fundraiser.  A large corporation can provide a better price and more selection, but – however it markets itself – it can never be a neighbor.

If you live in the Chicago area, craft work – including local brews – will be celebrated at City Made Fest in Andersonville (Clark Street between Argyle and Carmen).  The festival will take place on Saturday September 21 and Sunday, September 22 from Noon- 9 p.m.  Among the brewers featured will be two of my favorites, Revolution Brewing and Metropolitan Brewery.  I’m also looking forward to trying new brewers and exploring the work of local artists and food vendors.

Festivals like City Made, local farmers markets, and stores that sell craft products give us a chance to support local business and enjoy food and drink that are more flavorful and often healthier.  When we buy local, we make our communities stronger and remind large corporations that they are not the only game in town.  In the end, care and quality win out.  True craft beats crafty.

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