McDonald’s was using the word to herald the arrival of its limited-edition special burger, the McMór, reports The Irish Times, calling it a “tribute to the best produce and finest flavours from across Ireland.” The burger is made with Ballymaloe relish, Charleville cheddar and a “potato-flaked bun” layered with shredded cabbage atop beef and bacon.
Ireland’s food authorities have rules on what can be dubbed artisan, however: under Food Safety Authority of Ireland guidelines published earlier this summer, the term artisan only applies if the product is made in limited quantities by skilled craftspeople, the processing method isn’t totally mechanized and it should use food grown or produced locally “where seasonally available and practical.”
McDonald’s has now agreed to not use the term in connection to the McMór.
“The usage of the term artisan is, as we are now aware, inaccurate in so far as it is in breach of some of the recently launched, voluntary guidelines around the usage of the term in the marketing of food,” McDonald’s said in a statement. “This specific term will no longer be used in any news release around the limited-edition McMór.”
McDonald’s ‘artisan’ burger fails to cut mustard with authority [The Irish Times]
by Mary Beth Quirk via Consumerist
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