Rose Cottage Strawberry Ice Cream

GASTRONOMIC science students doing a Masters in marketing now have a list of evocative terms guaranteed to resonate with consumers who are seeking a more authentic wholesome product or eating experience — local artisan handmade, farmhouse, traditional and hand crafted.

As a result there’s an epidemic of chefs and producers who are talking the talk, but often with little understanding or respect for the real meaning of the word.

Evocative labels use the clever images and the jargon but often completely fail to deliver what that image promises.