(Food-Beverage-News.Com, October 25, 2013 ) Oakland, CA -- When the term 'food porn' or "food pornography" was first coined by the feminist critic Rosalind Coward, it carried a negative and oppressive connotation. In her 1984 book Female Desire, Coward writes, "Cooking food and presenting it beautifully is an act of servitude. It is a way of expressing affection through a gift…" These days, kitchenware brand Finesseur has a very different opinion of the terminology.
"Coward may have been right at the time she wrote her statement, and we understand her critique. But, times have changed, and cooking is no longer just a feminine household chore," said Allison Montgomery, the spokesperson of Finesseur. "Chef Alice Waters built her reputation and influence on the slow food movement, with her devotion to good food. There is nothing wrong in making food as presentable, and as good, as it should be. Cooking is an art, after all."
"Also, the association of cooking and gender is no longer so strong. On the TV, we have male figures like Gordon Ramsay and Jamie Oliver advocating fine cooking," added Montgomery. "Nowadays, more men are taking up the active role in cooking at home. Chris, our young webmaster, for example, is unanimously considered the best cook in our office."
In the United States, the term "food porn" has been used to describe touched-up images used by food manufacturers to advertise low-cost, low-quality food. The Center for Science in the Public Interest started publishing their regular column "Right Stuff vs. Food Porn" for its health letter in 1998.
"Food photography is still heavily used by advertisers. However, thanks to the development of social networks such as Facebook, Pinterest, and Tumblr, we have a new definition for the term ‘food porn'." said Montgomery. "The term now refers to artistic food images people share on social media. People who share these pictures are not selling junk food. They share pictures simply to exchange ideas, inspiration, and recipes in the community - a community of people who have the same passion for food."
"Of course, reading a sourdough bread recipe won't bake you a loaf of bread, and looking at the picture won't materialize that mouth-watering chocolate cheesecake. People try recipes they find and share experiences. As a result, people are more interested in cooking, and that makes everyone a better cook!" said Montgomery. "In general, the more exotic the ‘food porn' image looks, the more challenging to follow the corresponding recipe. But that's why we are here, to provide cooks with the right kitchen tools."
The company has recently joined the picture sharing site, Pinterest, to help promote the "food porn" movement. Besides featuring baking, desserts, gluten free, and savory recipes, Finesseur also shares food jokes and has a separate Pinterest board to showcase their signature food scale.
About Finesseur
Finesseur brings fashion design, precise engineering, and top quality craftsmanship together in American kitchens. Finesseur believes kitchenware should be not only functional, but also inspirational.
