The chemical and attitudinal differences between commercial and artisanal products

Here we report a study of artisanal grain, coffee, ice cream, cheese, and chocolate made in the Philadelphia and New York areas, exploring the chemistry responsible for the differences between artisanal and mass-produced food, the rationale that artisans have toward making their products, and consumer attitudes toward purchasing artisanal food. The contrasting techniques used in manufacturing these two classes of food lead to differences in composition, flavor, and texture. Dairy products made from pasture-fed cows, for instance, display more complex flavor profiles owing to the greater variety of plants the animals consume. Consumers are willing to pay more for artisanal food, feeling that it tastes better, is healthier, and helps support family-owned operations. Producers not only want to be able to control their businesses, but also wish to create better and more-authentic food in an environmentally friendly manner. The psychology surrounding artisanal food is partly based on their chemistry.