Hand-crank mills with which to grind one's own flour ($675.95) are the new artisanal mayonnaise

At Acculturated blog, Abby W. Schachter writes about "bobos," short for bourgeois bohemians, and evidence that big consumer brands are now marketing to them with highly mockable DIY gear that re-creates artisanal (or, depending on your point of view, obsolete) food production methods.

Case in point: William Sonoma's new upscale DIY kitchenware collection, called the Agrarian Guide, where one can purchase "a reclaimed rustic chicken coop for $759.95... a Warre beehive made from “untreated Western Red Cedar” that retails for $399.95, a vinegar pot for $90, an $80 fermentation pot to make “your own sauerkraut,” and a hand crank Burr grinder grain mill retailing for $675.95. The accompanying grain mill clamp will set you back another $105.95."

Read the rest here.

I vacillate between coveting everything in the catalog, and wanting to mock everything in the catalog. Either way, I cannot wait for the Portlandia sketch.

(via Virginia Postrel) Read the rest