Before we go live on Monday, I wanted to share the first issue of CRAFT by Under My Host with someone that is not at all involved in food and beverage. Someone that wouldnt immediately have an emotional connection to what we are doing or to the people, products and places we focused on in our inaugural issue. The friend I shared CRAFT with is Tuukka Ylälahti, a Finnish, global businessman. TUUKKA: This is very interesting. Its a big magazine. I have read the first few articles and I already have my mind racing. There is really something to this. The Veterans in Craft was particularly engaging. I have a question? What does Craft mean for you? Let me specify a bit... What does the rise of craft tell us about our age? ME: I want to feel more connected to something. Something authentic and simple. I think others do too, in an age with so much technology. Craft/CRAFT, for me, is about human beings leaving an emotional and physical print on the goods they create. TUUKKA: Yes! You know what I felt reading this? Comfort and hope. The world is changing so rapidly. We are mastering technologies we have not even dreamed of. I think this is highly relevant for our day and age, as we lose so many jobs to machines, CRAFT brings a story of hope. That we, as humans, are still relevant. That people with even only modest means can become masters of their own life and create something that is appreciated by the others. There is dignity here on these pages. Sense of noble pride and it appeals to me and inspires. Good stuff! You say it well in your opening that this stuff and these people are giving back to the community in ways that big business doesnt. I think the future is of the crafters. Big business is good for some things. Things which improve wih scale and efficiency, but food and drinks are not part of those things which improve with scale. Industrial beer was good for standardizing and it improved the quality in general. With highly educated and highly skilled craft brewers the quality improvement swings now back to small scale and that means good things. People in craft have ownership of what they produce. That surely is more than what you can say for industrial manufacturing. Dignity, I keep getting back to it all the time. I keep repeating to myself.. For a man of passion there is no dignity in making shoddy products and this stuff is about taking pride in doing things right. No cut corners, no shoddy compromises. Real. I totally get this. To the entire team at CRAFT: I asked you all for something abstract and seemingly impossible, but you managed to deliver. Our message is beautiful and clear. Thank you!.. And thank you, Tuukka. (I did ask if it was ok to share the texts between us, before sharing them with you. I felt like everyone that has worked so hard on CRAFT deserved to hear his words.)
Posted on: Fri, 27 Jun 2014 17:18:56 +0000
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