Albuquerque’s Rebel Donut is among a wave of doughnut shops offering up a host of novel flavors, seasonal or organic ingredients, and culinary standards that aim to upset the caricature of the conventional mass-produced doughnut. Their donut gallery includes such flavors as Red Chile Chocolate Bacon, Nacho, Water Melon, and their Breaking Bad tribute, Blue Sky. Many of these gourmet doughnut shops go beyond novel flavors alone and embrace a philosophy of food consumption that is rarely extended to the prosaic doughnut. For instance, Seattle’s Mighty-O Donut’s vegan offerings include French Toast, Chocolate Raspberry, and Lemon Twist doughnuts made from certified organic ingredients. Few bakeries can rival Mighty-O’s philosophical assessment of the doughnut, noting that when they started the business “our intention was to make an honest living while being mindful of people and respectful of the environment. We weren’t interested in producing anything that would just end up in a landfill or contribute to the pollution piling up in the world. … We couldn’t find anyone making a donut the way we envisioned. A sweet treat with no chemicals, no genetically modified organisms, and no animal products—something everyone could enjoy.”
As we approach Doughnut Day on June 6th, the artisan doughnut shop has carved a foothold in cosmopolitan marketplaces. Gourmet doughnut shops appeal to a consumer imagination that relishes superior flavor, embraces culinary creativity, and fancies that the consumer has a discerning and educated palate. The gourmet doughnut invokes food as a culinary, political, and intellectual consumer experience.
That vision of food is routinely projected onto products ranging from craft beers to cheese to chocolate. Perhaps the distinction between gourmet doughnuts and a host of many other artisanal foods is the distinctly plebian nature of the doughnut: Doughnuts are routinely caricatured as mass-produced fare that lacks the complex ingredients of gourmet dishes and is beneath the consideration of skilled chefs. Doughnuts are often viewed as violations of body discipline, a conscious (if not conflicted) embrace of desire for a food that seems to possess little or no redeeming quality. Doughnuts are sometimes cast as “downwardly mobile” consumption, an embrace of the common by otherwise bourgeois consumers who see the mass-produced doughnut as a bridge to the masses or ironic consumption. We spend little time questioning the concept of a craft beer, artisanal charcuterie, or organic olive oil; however, because the doughnut is rhetorically constructed as a junk food characterized by its lack of redeeming qualities, the gourmet doughnut is often a target of popular curiosity. Read the rest of this entry