At last, The Fresh Wars is finally up and at ’em at Slate:
"I think it’s meaningless, almost, now," says Mark Crumpacker, the chief marketing officer with Chipotle. "You could claim that something very heavily processed was fresh, I guess. I don’t think there are any rules around ‘fresh.’ You can just say it with impunity. And I think lots of people do."
So maybe "Is it fresh?" isn’t the question we should be asking ourselves as we lose the tortilla, slice up freshness, and muddle through the trenches of fast-food trends. Instead, amid the varying strategies, we have a much more basic and far more crucial determination to make: What does fresh even mean?
And the rest. This is a wild one! I hope you’ll check it out.