No Lard

There are some branding decisions I just don't understand. It's becoming increasingly clear to me that some people just don't take their language theory classes. (Or completley lack common sense.)

Today's example is Baja Fresh. I was enjoying a midmorning slice of cake with Cruthcer, Kat and a friend. We were taking our morning refreshment on the porch outside the Prolific Oven, which is right next to Baja Fresh. They pride themselves on the Fresh part, and to back that up they list in large, bold letters above the counter the list of things they don't use. "No MSG", actaully, makes sense to post over the counter. MSG, as I understand it, is a "flavor enhancer". It's added to a lot of food, paticularly asian food. Some people have a sensitivity to MSG, some poeple have a allergy. Reactions to MSG can be extreme, but since MSG is a colorless additive, (it looks like salt, kinda) it's hard to tell by looking or tasting if it's been added to food.

So "No MSG" above the counter makes sense. This, however, bothers me.

"No Lard".

It's 2005. Does any fast food chain still use lard? Outside of the Bible Belt?

Definition through opposition is a dangerous thing, and if it's not working for the Democratic party, it's not going to work for your "fresh mex" food chain. When was the last time you saw lard listed as an ingredient at McDonald's? You didn't. No one makes a big deal about using lard. Vegetable oil, peanut oil, and beef tallow, yes. But Lard? Eeew! They write "No Lard" right above the door, but leave it off the rest of their branding. (Good thing, too.)

I don't think I'm going to be able to ever eat at Baja Fresh. I'm going to see "Lard" written in large letters everytime I see "Baja Fresh".