I’m no foodie, but I love receiving Saveur magazine every month. Before passing it on to my wife Julie, I scour through every page, for nearly every one of them exudes authenticity. So spend a little time going through its website to read some of its articles (and look at some of the travel experiences it sponsors), but recognize that it does not do the glossy magazine justice in how it renders authenticity.
Its tagline is “Savor a World of Authentic Cuisine” — but note how that isn’t an Axiom violation, for it does not claim the magazine itself is authentic, just that the cuisine it covers is. Similarly, in perusing the advertising, you find much to commend in authenticity rendering, without (at least in the issue I revisited) a single violator, from Häagen-Dazs’ ad “Introducing the poetically simple ice cream” called five (”Six ingredients counting the spoon.”) to U.S. Farm-Raised Catfish (”The Whole Grain Fish.” — note those periods!), and from Belize (”Mother Nature’s Best Kept Secret”) to Woodbridge wine by Robert Mondavi (”His name is on the bottle. His story is in it.”)
And there’s even an ad right up front from Kerrygold (”Tradition. Heritage. Culture. There are some ingredients you just can’t put on a label.” But you sure can put those authenticity-rendering periods in the ad copy!). That was one of the brands that Alicia Clegg highlighted in the Business Week article I mentioned in my recent post “Appoint a Corporate Historian” — you should give her piece a read for some perspective on the company.
Do also get a subscription to Saveur to learn more about how it’s done, even if, like me, you’re not a foodie.
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