What is a terroir? | Elie Chavignard

The concept of "terroir" has spread all over the world, from America to Japan. This word now appears even in supermarkets where it blossoms on labels of coffee, pâté, soup, etc. However, this popularity raises suspicion. Could "terroir" just be a marketing ploy? Add to that the specter of identity politics... While it is the foundation of the success of Appellation d'Origine Protégée (AOP), this very French idea has been left to foreigners who appreciate its richness. If Burgundy serves as a guiding thread here to finally explain what "terroir" is, Silicon Valley and the ZAD of Notre-Dame-des-Landes are also mentioned. Far from mere folklore, this term designates a space of freedom, unlike "territory" which always implies a power play. We take care of the "terroir" while the "terroir" takes care of itself. Moreover, this essay allows us to better understand the reality that we try in vain to grasp under the names of scenes, styles, manners, schools, movements, genres, and trends. "Terroir" is the place of encounter between man and his environment. Elie Chevignard is a very busy but unhurried individual, born in 1973 and holding a master's degree in philosophy among other qualifications. He directs Kérit, a publishing house that publishes ideas in various forms.