Monday, 4 January 2016

How the Mast Brothers fooled the world into paying $10 a bar for crappy hipster chocolate

The Mast Brothers: They Lie With Impunity Because They Have NO Souls!
The Mast Brothers, a pair of bearded chocolatiers in Brooklyn, have built an empire on beautifully packaged "artisanal" chocolates that run $10/bar, billed as "bean to bar" confections. As artisanal food surges in popularity, whether it’s chocolate, liquor or jam, the Mast Brothers’ story highlights how a company can have great success selling a product of dubious quality as something “artisanal” or “handcrafted” with beautiful packaging and handsome, bearded founders.
(qz)

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