Salted Tahini Chocolate Chip Cookies

Posted on September 20, 2016 by Bradley Bernhart | 6 Comments

Salted Tahini Chocolate Chip Cookies
OH........... MY........... GOODNESS!

Who doesn’t love a chocolate chip cookie? My kids and I surely do, but from time to time I like to tinker with the classic Toll House recipe in search of a little variety. Sometimes, my experiments work. Other times, not so much. When I read a recipe in The New York Times recently, which calls for using tahini in the dough and sprinkling a bit of flaky salt onto the cookies after they’ve baked, I had to try it. I’m happy to report the results were scrumptious. The tahini—a sesame seed paste with Middle Eastern origins—adds a delicious depth and nuttiness to the cookies while the salt compliments the chocolate chunks deliciously. Give it a try!

 

Ingredients

  • 4 ounces unsalted butter at room temperature
  • ½ cup tahini
  • 1 cup granulated sugar
  • 1 large egg
  • 1 egg yolk
  • 1 teaspoon vanilla extract
  • 1 cup plus 2 tablespoons all-purpose flour
  • ½ teaspoon baking soda
  • ½ teaspoon baking powder
  • 1 teaspoon kosher salt
  • 1 ¾ cups grams chocolate chips or chunks
  • Flaky salt, like Maldon or fleur de sel

 

Earlywood Ingredients

1 l flat sauté – such a useful tool for mixing cookie dough

1 tera scraper – great for removing cookies from the pan

1 tasting spoon – great for (can you guess?) tasting the dough!

 

Instructions

  1. In an electric mixer, cream butter, tahini and sugar at medium speed until light and fluffy, about 5 minutes. Add egg, egg yolk and vanilla and continue mixing at medium speed for another 5 minutes.
  2. Sift flour, baking soda, baking powder and kosher salt into a large bowl and mix with a fork. Add flour mixture to butter mixture at low speed until just combined. Use a rubber spatula to fold in chocolate chips. Dough will be soft, not stiff. Refrigerate at least 12 hours; this ensures tender cookies.
  3. When ready to bake, heat oven to 325 degrees and line a baking sheet with parchment paper or nonstick baking mat. Form dough into 12 to 18 balls.  

Place the cookies on the baking sheet. Bake 13 to 16 minutes until just golden brown around the edges. As cookies come out of the oven, sprinkle lightly with salt. Let cool at least 10 minutes on a cooling rack before devouring viciously.

 

  

Posted in Recipes

Grilled Sweet Corn with Chile and Lime Butter

Posted on August 24, 2016 by Bradley Bernhart | 0 Comments

 

I love summertime and all the fresh produce it yields. With so many fruits and veggies at our fingertips, I thought it a good idea to share a few of our seasonal go-to recipes. Let’s begin with sweet corn which finally made its appearance at our local farmer’s market this past week. Picked in the morning, it was sweet, but not too sweet, fresh, tender and delicious by the time it hit our plates. While really good sweet corn doesn’t need much messing with, I like to try new approaches from time to time. Here’s a recipe that’s a play on traditional Mexican Street Corn, but much lighter, allowing the corn’s flavors to have as much a say as the other ingredients. The recipe calls for grilling the cobs until they’re just charred and then dressing them with a simple, south-of-the-border-inspired compound butter. Mmmmm…summertime!

Ingredients

  • 6 to 8 ears fresh sweet corn, husks removed
  • 1 stick salted butter, at room temperature
  • 1 tablespoon fresh lime juice
  • 1 large clove of garlic, minced
  • 1 teaspoon pure chile powder, medium-hot to hot (you can use cayenne, but for a slightly different flavor profile, try New Mexican, ancho or chipotle chile powder)
  • Salt

 

Earlywood “Ingredients”

 

Instructions

For the compound butter:

Mince the garlic. Combine it with the butter, lime and chile powder. Allow the mixture to mellow at room temperature for about an hour.

 

For the corn:

  1. Prepare a charcoal grill, or preheat a gas grill to high*.
  2. When the coals are completely covered with grey ash, grill the corn about 4 inches from the coals. Turn the cobs often, using a pair of tongs or our l flat sauté.
  3. After about 5 minutes, or when the corn is just beginning to brown and char, move the cobs to a platter.
  4. While the corn is still hot, pass it around the table along with a bowl of the compound butter, a shaker of salt and an Earlywood spreader. Slather the corn with the butter, sprinkle with salt and enjoy.

Fiesta corn!

Variations: Try adding lime zest and minced cilantro to your compound butter. If you make the butter ahead, roll into a log shape in parchment paper or plastic wrap and keep it chilled in the refrigerator. When you’re ready to serve the butter, cut it into serving-sized slices for each plate.

 

*Grilling in the summer not only adds a little je ne sais quoi to the flavor of your food, but when it's hot outside (and in your house)... it keeps the heat outside! If you don’t have a grill, follow these instructions for an easy alternative to grilling corn.

 

Happy eating!

 

Posted in Recipes

the food literature we love (and you might, too)

Posted on August 09, 2016 by Bradley Bernhart | 2 Comments

We’ve received some great responses to our blog posts lately, including a few suggestions for the cookbooks and food podcasts that you love. We’re taking note and if the list continues to grow, we’ll post it here. If you have any resources you’d like to share with us, and with our readers, please post those in the comments section below. And be sure to include a few words—or more—about just what it is you like about that book or podcast. Don’t be shy…we look forward to hearing from you!

For this post, however, we plan to look at an entirely different genre of food writing— what some call food literature. Under that wide umbrella falls a vast array of titles, from food memoirs to food-oriented travelogues to investigative journalism that explores and exposes the cracks and controversies in our food systems. Because there are so many good titles out there, today we’ll focus on the autobiographical, saving the rest for another day.

- Bert Green, James Beard, Julia Child cooking at MFK Fisher's house in CA in the late 1970s. Copyright The Schlesinger Library, Harvard University

Food memoirs and other epicurean lit are popular these days. Julie and Julia: 365 Days, 524 Recipes, 1 Tiny Apartment Kitchen is a good example of a book that went big, becoming a Hollywood hit that charmed the critics, including this one at The New York Times. But quality food writing has been around a long time—at least since the early 3rd-century AD when the Greek gourmand and author Athenaeus wrote his fifteen-volume work, The Deipnosophistae, or The Banquet of the Learned, in which the protagonist, Ulpian, is the host of three long, leisurely banquets throughout which food, literature and history are discussed. For this post, we won’t look back to Ancient Greece, but we will look to the early 20th century when modern food lit really got its start. Whether you’re new to the genre or an old hand, we hope this list will guide you to a few new gems.

 

The Art of Eating, by M.F.K. Fisher

Born in 1908, Mary Frances Kennedy Fisher is known not just for being the greatest American food writer, but also one of our greatest writers. She is the author of 27 books and her works on food are always much more than works on food: they’re compelling blends of autobiography, culinary history, fable, and cookbook. It is the five books written from 1937 to 1949 collected in The Art of Eating that are at the heart of her work: Serve It Forth; Consider The Oyster; How To Cook a Wolf (written during the Second World War to inspire cooks daunted by wartime shortages); the memoir called The Gastronomical Me; and An Alphabet for Gourmets.

- Fisher

Fisher wrote often and lovingly about her many kitchens and cooking tools—from Dijon, where she developed her love for French food, to her kitchen in northern California, in which she spent her last days. She appreciated beauty and efficiency, so we like to imagine that, were she with us today, she would appreciate Earlywood’s designs, perhaps especially our medium classic ladle, which is so timeless it could just as easily fit in a rustic kitchen in France as it does in our kitchens here in Montana.

 

Honey From a Weed: Fasting and Feasting in Tuscany, Catalonia, the Cyclades and Apulia, by Patience Gray

Born just nine years after Fisher, but an ocean away, in England, Patience Gray had much in common with her American contemporary, not the least of which was good writing. Both wrote about cooking during those years around World War II, when much of the U.S. and Europe were reeling from years of rationing; both lived, for at least a little while, with a view of the Mediterranean, where they cooked in simple, unpretentious kitchens; both were single mothers in the 1930s and ‘40s, when that was rare and, by many, looked down upon; and both had the grit and determination to keep the household flame lit, no matter the circumstances. Gray’s Honey from a Weed describes her years with her partner, the sculptor Norman Mommens, living near a series of marble quarries in remote regions of Italy, Spain and Greece—places where her neighbors foraged, hunted, gardened and cooked everything from scratch.

- Gray and Mommens

Part autobiography, part celebration of seasonal and local foods, Honey from a Weed is also a cookbook with recipes for the regional dishes Gray cooked in those very rustic places in her very primitive kitchens—in some cases without electricity or running water. When I was living on the southern Peloponnese Peninsula in rural Greece, I often looked to Gray for inspiration…and found it.

I can imagine Gray and Mommens enjoying a little handmade cheese from the shepherd down the road on one of Earlywood’s mini cutting boards using our small spreaders to serve it. Our long bread board, too, would fit well in Gray’s batterie de cuisine (to which she devotes an entire chapter in Honey from a Weed).

 

 

Tender at the Bone (and other memoirs), by Ruth Reichl

Fast forward to California’s food scene in the ‘80s and New York’s in the ‘90s and you’ll find Ruth Reichl. A former food editor for the L.A. Times and restaurant critic for The New York Times, she was the editor-in-chief of Gourmet Magazine for ten years until its abrupt closure in 2009. She’s written at least two cookbooks and, most recently, a novel, but the books I love best are her memoirs, which are candid and funny (and include recipes at the end of each chapter): Tender at the Bone, Comfort Me with Apples, Garlic and Sapphires, and For You Mom.

Ruth Reichl, what Earlywood product would you covet most? During her early years as a writer, she “couldn’t afford a rolling pin,” according to this interview from the Wall Street Journal, so she used an old wine bottle instead. Given her no-nonsense practicality, we think Reichl might enjoy our trifecta, which is what Brad calls the “perfect storm” of Earlywood utensils: our flat sauté, our tera scraper and our do-everything large spreader.

 

The Raw and the Cooked: Adventures of a Roving Gourmand, by Jim Harrison

Jim Harrison, who for many years spent his summers outside of Livingston, Montana, died at his writing desk at his winter home near the lovely Sonoita Creek in Patagonia, Arizona, this spring. The author of great works of fiction, poetry, and nonfiction, Harrison spent much of his life cooking and enjoying food and writing about it all. Much of his food writing appeared in Esquire and Men’s Journal and is collected in The Raw and the Cooked, one of the most-read books on my own bookshelf. About the book, the Santa Fe New Mexican exclaimed, “To read this is to come away convinced that Harrison is a flat-out genius—one who devours life with intensity, living it roughly and full-scale, then distills his experiences into passionate, opinionated prose. Food, in this context, is more than food: It is a metaphor for life.”

I would like to think that the man who held the view that “many of our failures in politics, art and domestic life come from our failure to eat vividly,” would have enjoyed our tasting spoon set, for he clearly took pleasure in tasting everything life had to offer him.

 

And here are a few other titles we love (and others we’ve read about and want to read), but don’t have room to carry on about:

My Life in France, by Julia Child

Climbing the Mango Trees by Madhur Jaffrey

The Sweet Life in Paris, by David Lebovitz

A Tiger in the Kitchen by Cheryl Lu-Lien Tan

Kitchen Confidential, by Anthony Bourdain

Blood, Bones, and Butter, by Gabrielle Hamilton

Heat: An Amateur’s Adventures as a Kitchen Slave, Line Cook, Pasta Maker, and Apprentice to a Dante-Quoting Butcher in Tuscany, by Bill Buford

 

Happy reading!

Lexy.

The Cookbooks We Love (And You Might, Too)

Posted on July 25, 2016 by Bradley Bernhart | 0 Comments

Between the Bernharts’ household and mine, we own a lot of cookbooks. Both families love to cook, but I also often write about food, so I have a few quirky, specialized titles in my collection.

- A few cookbooks

- A few more cookbooks

- Must we say it again?

- Seriously though!

Take The Fabrication of Farmstead Goat Cheese, for example, or, better yet, The Apicus, a 4th-century collection of Roman recipes—fermented fish paste, anyone? Two weeks ago, our blog focused on The Food Podcasts We Love. This week, we thought we’d list a few of the cookbooks we turn to time and time again:

 

The Art of Simple Food: Notes, Lessons and Recipes from a Delicious Revolution

by Alice Waters

Chef, restaurateur, author and activist, Alice Waters, has (according to the New York Times) “single-handedly chang[ed] the American palate.” Waters would like to see us all cook more simply and healthfully, using as many seasonal and regional ingredients as possible. In her umpteenth cookbook, The Art of Simple Food, she discusses this a bit. Mostly, though, she focuses on teaching core culinary principles, from stocking your kitchen to keeping your knives sharp and using them properly. And she offers more than 200 recipes for the simple, sustainable dishes she’s known for. Encyclopedic and inspirational, The Art of Simple Food is a great primer for the beginner cook and an excellent refresher course for the seasoned gourmand.

 Because Waters’ recipes call for so much fresh produce, we’re pretty sure she’d appreciate our JEM stripe cutting board for prepping it all. For that matter, the traditionalist in her might love our long bread board.

 


Hunt, Gather, Cook: Finding the Forgotten Feast

by Hank Shaw

First a disclaimer: The author of this book is a friend of mine, but I loved Hunt, Gather, Cook long before I met Hank Shaw—the man behind Hunter, Angler, Gardener Cook, a blog that’s about Shaw doing those very things. Whether you’d like to learn how to pluck a duck or render its fat, forage for mushrooms or dig for clams, Hank’s books, and his blog, are hands-on guides to living off the land and then cooking up the bounty from your endeavors. His recipes and how-to information are not only practical, they’re persuasive, making a life such as Hank’s compelling, even if it involves killing an animal in order to eat it, “the primary pursuit of humans,” he writes, “for more than a million years.” Hank’s personal and historical insights make this particular book (his first of three) that much more fascinating. In a section on foraging for Manzanita berries, for example, Hank writes, “the first European settlers of California made a sort of cider from the berries of the Manzanita bush. You'll find these bushes growing in great profusion in the Sierra Nevada of California”—an interesting tidbit that becomes relevant when he gives us that cider recipe. 

We’re pretty sure our large spreader sampler is requisite for spreading all of the delicious pâtés and confits Hank instructs us to make in Hunt, Gather, Cook and on his website.

 

Jamie’s Italy

by Jamie Oliver

Okay, we all know the Naked Chef isn’t Italian, but he’s traveled the country countless times foraging, tasting, cooking and learning from grandmothers, winemakers, Napoletani pizzaiolis, and others. As a result of this research (Wait! Can we call this research? It sounds too fun!), Jamie’s Italy is a treasure trove of delicious, truly authentic (trust me) Italian recipes. No matter what region’s cuisine Jamie’s exploring, one of his goals is to make cooking fun and accessible. To that end, whether it’s a recipe for wild boar or schiacciata di manzo con aglio, rosmarino, e funghi (flash roast beef with garlic, rosemary and mushrooms), the instructions in this book are clear, down-to-earth and approachable. To boot (pun intended), Jamie’s Italy is beautiful with its gorgeous matte-finish pages and lush photographs. While perhaps a few too many of the photos are of Jamie posing with this Italian cooking icon or that village nonna, the man’s love for Italian cookery—and for the people of Italy—shines through, making this a great read and a mouthwatering guide to the country’s foods and culinary traditions.

 For this cookbook, we’re pretty sure one must own a pair of l flat sautes for tossing the many delicious salads detailed here and a long server for scooping up generous portions of Jamie’s delicious Zuppa di baccala (salt cod soup).

The Food Podcasts We Love (And You Might, Too)

Posted on July 12, 2016 by Bradley Bernhart | 0 Comments

When Brad is working at the Earlywood studio, he’s often listening to podcasts. When I’m cooking or cleaning up after cooking, I tend to do the same thing. We thought we’d give you a taste of some of our favorites from time to time, beginning with our favorite food podcasts.

But first, for those of you who may not be familiar with the term, just what is a podcast? Podcasts are, simply, episodes of a program available on the Internet. They’re usually original audio or video recordings, but they can also be excerpts or entire broadcasts from a radio program, a performance, a lecture or another event. Podcasts can be subscribed to for free and downloaded onto a device—a computer, cell phone or iPod—for offline listening. For a complete definition, check out this page at Wikipedia.

“The idea is to eat well and not die from it—for the simple reason that that would be the end of your eating.” That’s a quote from the late, great author Jim Harrison. I’ve wanted to share it for ages. This seemed as good an opportunity as any. We doubt Jim listened to podcasts, but if he did, we think he would have listened to these:

 

The Splendid Table

If you’ve never listened to Lynne Rossetto Kasper’s cooking show, broadcast by American Public Media, you’re in for a treat. First of all, she’s not only a walking, talking encyclopedia of food knowledge and recipes, she’s warm and delightful—an acclaimed food writer and celebrity chef, if you will, but never a food snob. Kasper interviews farmers, writers, chefs and others to lead people on a “journey of the senses” (her words) and celebrate all things culinary—from the culture of food to the science of it, the recipes to the histories. A lush listen, to be sure.

 

Evolutionaries

From Heritage Radio Network, this podcast features interviews of the individuals who “defied convention and shaped our food landscape.” Think Michael Pollan (of The Omnivore’s Dilemma and Cooked fame), Frances Moore Lappé (author of Diet for a Small Planet—published in 1971, it was among the first books to link world hunger to our own food choices) and Alice Waters (the founder and owner of the San Francisco eatery, Chez Panisse, who built a career on the notion that cooking should be based on ingredients that are produced seasonally and locally—and in the process helped start a movement). This podcast may not make you hungry, but it will make you think.  

 

America’s Test Kitchen

When it comes to understanding the science behind cooking, we turn to America’s Test Kitchen—a real, 2,500 square-foot kitchen where the staff will test a recipe “30, 40, sometimes as many as 70 times” until they get it just right. The kind of obsessive we like, ATK is the podcasts for food geeks.

 

Go Fork Yourself

Hosts Andrew Zimmern (from The Travel Channel's "Bizarre Foods") and Molly Mogren (world traveler and self-described “food fanatic”) have been on hiatus for some time now, but digging into the archives of this show is worth it, if you can get over the cheeky name. Whether the duo is discussing the food of Kazakhstan or interviewing a James Beard award-winning cookbook author, they’re funny, informative and, like the podcast’s name, not just a bit irreverent.

 

Eat Your Words

Another Heritage Radio gem, Eat Your Words is a great guide to the contemporary literature of food, featuring interviews with authors of cookbooks, food memoirs, travelogues and food industry exposés.

 

A Taste of the Past

Host Linda Pelaccio is a culinary historian who conducts fascinating interviews of scholars, writers and others to discuss food culture and history in detail and in-depth. Does it fascinate you, too, to think about the connections between modern-day cheese and Homer’s Polyphemus? Then, this one’s for you (nerd—I can say that because I’m one, too).

Cooking Issues

Modernist cuisine is explored in-depth on this podcast and the results are great. From sous-vide to avoiding getting food poisoning from supermarket sushi, rutabagas versus turnips (“the eternal struggle”) to the gender of pots and pans (pots are female, pans are male??). An interesting, sometimes hilarious listen.

 

Enjoy!

It's Craft Fair Season!

Posted on June 27, 2016 by Bradley Bernhart | 1 Comment

What do the Bozeman Sweet Pea Festival and Coeur d'Alene’s Art in the Park have in common? Lots of great artists and craftspeople, including Earlywood! Whether represented by the man himself (our company’s founder, Brad Bernhart), his wonderful wife, Charlotte, our shipping ninja, DayLynn, or any combination of the three, Earlywood will be talking shop and selling our wares at 13 different craft fairs between now and Christmas 2016. We’ll kick off the season next week at Butte’s fantastic Montana Folk Festival and wrap things up in December at Missoula’s ultra popular Winter MADE Fair. What better chance to see and touch Earlywood’s beautiful handmade kitchen tools and ask questions of the maker himself than at these events? We hope to see you there!

If you're going to be in the area over any of these weekends, please stop by and let us know that you are on the e-mail list! We would love to talk to you.

We will have everything you see on our website and a few "show only" items.

Here is where we will be: 

July 8-10, Montana Folk Festival. Butte, Montana
- Great music, great people, great location, and a great time!

July 9-10, SummerFair. Billings, Montana
- Our favorite Billings Fair.

July 15-17, Art in the Park. Anaconda, Montana
- It will be our first time at this one. I hear that going to this show is worth it just because you can stop by and get a Barclay II steak!

August 5-7, Art on the Green. Coeur d'Alene, Idaho
- A beautiful show right on the lake with some very talented artists!

August 5-7, Sweet Pea Festival. Bozeman, Montana
- The 39th year of this iconic Bozeman, MT show.

August 12-14, Art Fair Jackson Hole. Jackson Hole, Wyoming
- This one is new to us too and we don't know much about it. Brad used to live in Jackson... but he was 20 and skiing 6 days a week. If you can believe it... he wasn't keeping up on the craft fair scene! Maybe this one will coincide with your Yellowstone Park vacation!

September 7, Labor Day Arts Fair. Red Lodge, Montana
- Come see us in our home town!

September 10, Oktoberfest. Red Lodge, Montana
- Drink locally brewed Red Lodge Ales Oktoberfest beers, participate in some fun games, and buy some Earlywood. It's really hard to argue with that schedule!

November 4-6, Marketplace Magic. Billings, Montana
- Classic fall Billings show. We always cringe a little bit when I hear Christmas music for the first time at this show, but you have to shop for Christmas at some time!

November 12-13 Billings Holiday Food & Gift Festival. Billings, Montana
- Bring the kids down and take a pic with Santa and polish off your shopping early.

November 18-20, Denver Holiday Food & Gift Festival. Denver, Colorado
- Really looking forward to this new-to-us fair in Denver. If you're in the Denver area, please stop by!

December 2-3, New Life Ladies’ Craft Fair. Gillette, Wyoming
- Last year, we were so slammed in December that we ran out of inventory and had to cancel going to this show. Not to worry. We are going way bigger with production this year and will definitely make it!

December 11, WinterMADE. Missoula, Montana
- The first craft fair we ever did and our favorite by far. We love Missoula and I guess Missoula loves us! Come early to get some crowd-free browsing in!

December 12, 2016- July 2017... breathe

See you there!

 

 

“Heirloom Quality” and Earlywood

Posted on May 03, 2016 by Bradley Bernhart | 1 Comment

“Heirloom Quality” and Earlywood

(Or, as Brad says, “That road to a more sustainable, less disposable world”)

 The word “heirloom” once alluded to objects of quality imbued with family history and passed down through generations: the handcrafted bamboo fly rod Uncle Henry used to catch his first trout; the little oak wedding bed you can’t quite imagine both of your grandparents fitting into; the sepia-toned, walnut-framed photograph of Great-Aunt Helga, looking as grumpy at age three as she did at 93.

explosion at the spoon factory

 Nowadays, the objects we possess tend to be less “heirloom quality” and more “upgradeable”—and disposable—than they were during Great-Aunt Helga’s childhood. That furniture from Ikea? It looks good right now, but it is probably not going to be passed on to the grandkids. The fishing pole I gave my son (made with aluminum, in China) bent and then broke the season after I bought it. 

chisel and wood

 There are exceptions, of course, but when it comes to manufacturing these days, it seems quality takes a backseat to price, convenience and mass production. And then there’s that bewildering concept called “planned obsolescence”—defined by The Economist magazine as “a business strategy in which the obsolescence (the process of becoming obsolete—that is, unfashionable or no longer usable) of a product is planned and built into it from its conception. This is done so that in the future the consumer feels a need to purchase new products and services that the manufacturer brings out as replacements for the old ones.” Think cell phones: if we don’t own the newest, thinnest, most feature-packed model, it’s time to get an upgrade, or so the world says.

As a result of these wild and wacky economic forces, long-lasting, handcrafted goods are harder and harder to come by. And in the process, the word “heirloom” is slowly disappearing from our vocabulary.

That’s where people like Brad come in. 

 Brad’s hope, he says, is to craft products that his grandchildren will pass on to their grandchildren. And by creating objects that are not only beautiful and useful, but are also durable, Brad helps us recall—and recreate in our own homes—a time when most of our possessions had meaning and purpose…when less of what we owned was disposable. When less of what we owned was “obsolete.” 

With all of this in mind, I decided to ask Brad what “heirloom” means to him. This is what he had to say:

woodworkers' toolkit

 “If you’re not already, picture yourself as the maker or manufacturer of some product. For this product, you can choose anything…a chair, a picture frame, a blender, pen, a dog leash, even a wooden spoon. OK… really pick something. Now, for that product, if the manufacturing process was entirely up to you, you could make the product a number of ways:

  1. You could make it as cheap as possible (all too common these days). This means making products that were designed to be cheap, rather than to work. This means using the cheapest materials and methods. The end goal here is to win at the race to the bottom. The bottom of price and quality, and in the end to be able to take no pride in what you are making.
  2. You can make it decent. This means your product is not good, and not bad. If this is your goal, then this CLASSIC superbowl commercial should have had you in it! 
    https://youtu.be/myG8hq1Mk00 
    Your goal here is to be just better than the other guy and/or just cheaper than the other guy. You are trying to make a product that you can say is better than it really is and the fact that isn’t won’t be blatantly obvious to your customer.
  3. You can make it heirloom quality. This means you compare your products to their theoretical best, not to competing products. You make every decision based on whether it will make your product better or worse. You use the best materials you can get your hands on and put them through the best processes you can think of. When you are done, you know your product is as good as it can be. This is the kind of product that gets passed on from generation to generation. As a maker, I can be proud of making and selling this kind of product and as a customer, you can be proud of owning it.

cobbler's hammer

The choice to make heirloom-quality products is about pride in what I do. It’s about confidence in how long the products will last. And it’s about taking that road to a more sustainable, less disposable world and hoping that the importance of the intentional ‘things’—or heirlooms—in our lives will rub off on those who use them.”

--By AA and BB

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