The Mast Brothers of Brooklyn appeared to kick all the foodie boxes for NYC. They do their thing, chocoloate making, in Brooklyn. Added to which they are small batch, artisanal chocolate makers and they boast of their ‘bean to bar’ credentials.
So far so good until the 2 brothers, Rick and Michael Mast who sell their high quality chocolate bars for $10 a pop, were labelled imposters.
They’ve been accused of supposedly using melted industrial chocolate instead of what had been their proud claim of ‘bean to bar’ production. Horrors!
Now they have even been accused to growing trendy hipster beards to cash in on the artisanal hipster vibe of Brooklyn….unimaginable duplicity!
They have replied, humbly confessing that in the dim distant past, 2009 to be exact, they had used remelted chocolate but have been using a solid, verifiable ‘bean to bar’ chocolate since. They swear this is absolutely the truth and stories of their current use of remelted chocolate are nonsense.
Of course they are probably telling the truth but in a New York world where food purity and genuine hipster credentials are everything will anyone listen.
If they are feeling alone and misunderstood perhaps they can pop along to the nearest Chipotle outlet and weep on the shoulders of some who might understand their plight. Chipotle appeared to be unstoppable in the fast food stakes until some bug that made everyone sick started striking down their customers and sales have been dipping seriously ever since.
Chipotle has of course been turning themselves inside sterilizing everything in sight and assuring everyone their food is still tasty, cheap and safe. Good luck to both Mast Brothers and Chipotle. I guess both will find out just how forgiving New Yorkers are over the coming months.