Divisive Butter Trend
Butter Boards (September 2022) - softened butter smeared on wooden board, topped with herbs/honey/flaky salt, served with bread - sparked intense debate about food waste, hygiene, and performative dining.
Origin: Food influencer Justine Doiron adapted from chef Joshua McFadden’s 2017 cookbook; went viral September 2022
Method: Soften butter, spread on wooden cutting board, add toppings (herbs, honey, garlic, lemon zest), serve with bread for scooping
Supporters: Communal eating, customizable, beautiful presentation, butter elevated
Critics:
- Wasteful (butter oxidizes, can’t save leftovers)
- Unhygienic (communal scooping, wooden board bacteria)
- Performance over practicality
- Just… butter
Media frenzy: Every food site published recipe; restaurants added to menus; Thanksgiving 2022 zeitgeist
Variations: Fall-spiced, herbed, dessert butter boards (cinnamon-sugar)
Backlash: “We’ve gone too far”; charcuterie board culture jumped shark
Legacy: Symbolizes Instagram food culture’s excess - turning simple ingredient (butter) into elaborate production for content.
Sources:
https://www.bonappetit.com/
https://www.nytimes.com/