Flash in the Pan

I guess my comments on how incredibly dumb the idea of a "flavored salt" line called Fusion Salts sounded must have been like salt in the wound (sorry, couldn't resist) of either the CEO of SaltWorks (the manufacturer) or someone pretending to be him. So, it's time for one of my favorite games: deconstruct the PR spin.

I am so happy to know that you have the time to create your own spice blend ...

Actually, it's called using herbs and spices with food - otherwise known as cooking.

...and flavored salts.

Why the hell would I want flavored salt? I have my choice of regular table, kosher, and various sea salts, depending on the effect I want. But why flavored? It's like saying that if I want to use cilantro, I should use cilantro-flavored basil instead of using the cilantro itself. Or both if I want that.

Most professional chefs and home cooks don’t have the time to source the finest flavors and ingredients and develop them into a unique finishing salts and spice blends.

And that's why they buy ingredients, herbs, spices, and salts from companies that do have the time to get them. You might be surprised at the wide variety of ingredients that is readily available these days. That is called making life more convenient.

Fusion sea salts are not for every day use.

You mean I don't have to use them every day? Thank heavens for small favors.

They are gourmet.

Just like McDonalds new Arch Bistro restaurant concept is supposed to be "gourmet" casual?

These salts were created for people and professionals that want to add a little something extra to a dish.

And here I thought they were created to rationalize another way to sell salt. If you want something extra in a dish, like mushrooms, you could - who'd have thought it? - add mushrooms.

I am quite sure that it is easier for you to criticize our product than to create one yourself.

I promise, if I can come up with an idea that sounds as silly, I'll get right on turning it into a product.

I am sorry that we cannot count on you as a potential customer but we will just have to count on our 100k current customers to pull us through.

Do you share your customer list with McDonalds?

Maybe you could share with your readers how they could make these salts at home so that they don’t have to by ours.

I'll go one better - add sea salt, and then add either red wine, or mushrooms, or truffle oil, or espresso (instant espresso actually works well in baking), or any other flavor you'd like in the dish. That way you can skip the R&D and skip handing extra money - and skip the extra sodium you'd get by relying on flavored salts to provide the range of tastes you want in a dish. Oh, and a small point: I think you meant buy, not by. Unless you meant bye.

While you are at it why don’t you explain to them why it is one of the top ten food trends in the US for 2008.

Given that your press release said that the product was being introduced in a food show that hadn't yet happened, it's remarkable that you achieved this miracle. Maybe you just used the sales flavored salt.

Regards, Mark Zoske, CEO – SaltWorks, Inc.

Here's a hint - if you're in business, going on the warpath is usually bad public relations. And if you're trying to be sarcastic, do try to get above the "Oh, yeah?" tone. Hope the salt doesn't taste as flat.

Labels: cooking, deconstruction, product, spices