Food And Wine Learned A Valuable Lesson About Respecting The Cultures Of Foods They Are Covering After This Concha Fiasco
Some times people discover new things and just can’t quite figure out how to describe them. Other times, people discover things people have been enjoying for centuries and don’t know how to explain it in non-colonizer terms. This is the situation Food and Wine found themselves in when they tweeted about these “sweet brioche-like rolls,” which are really conchas. The food magazine posted the tweet and it wasn’t long before Twitter users dragged them all over the internet for their tweet and the media outlet deleted the tweet but screen grabs are forever.
Here is the now-deleted but preserved tweet from Food and Wine that sparked the Twitter outrage.
CREDIT: @byelsieramos / Twitter
We all know that we were taught to add extra words and be descriptive to add to a word count in school. However, this was just a step too far for some people in the interwebs.
It wasn’t just the wording of the tweet that angered people. It was the cultural insensitivity.
CREDIT: @MGuzman_Detroit / Twitter
Guarantee that no Latino food journalist, Mexican or not, would have called this a “brioche-like” bread. This shows the importance of having people of color working in media to better tell these stories.
Folks were really defending the pan dulce like the cultural treasure it is.
CREDIT: @Salsalito / Twitter
Now all I want is to curl up on a couch with pan dulces and cafecito. Doesn’t that sound like a perfect day in?
The tweet brought out a lot of strong emotions in the hearts of concha-loving people.
CREDIT: @ACMBuckeyes / Twitter
It truly is one of those foods that takes you back to your childhood and holds you closer than any man or woman ever will. 💯
Some did see the tweet for what it was: click bait.
CREDIT: @jed_hackett / Twitter
It definitely did the job and caught everyone’s attention. Like, who wouldn’t stop in their tracks after seeing this tweet?
It really is disappointing to see them strip the concha of its ethnic and culture identity.
CREDIT: @raceandfood / Twitter
Far too often, Eurocentric ideals have tried to change and claim parts of different cultures for their benefit. So much of our identity as Latinos is in our food. It is our childhood. It is our uniqueness. And for those of us who were born and raised in the U.S., food serves as one of the most tangible pieces of a home country we’ve never known.
Some people laid it out in simple terms.
CREDIT: @GisEloquent / Twitter
Not 👏🏾 at 👏🏾 all! 👏🏾 Would you call brioche bread a less sweet concha-like bread for a Mexican audience?
Enter the obligatory Columbus reference because folks still honor this behavior.
CREDIT: @mcastimovies / Twitter
Not that people think you can just take land anymore, unless you’re Russia. But non-ethnic folks love finding things our communities have used for decades and act like it’s a brand new food group.
Oh, Food and Wine also considers it a “light breakfast,” which it’s not.
CREDIT: @marcela_elisa / Twitter
Have you never had one? Have you seen the size of these things? How is this a “light breakfast”?
In case folks didn’t know, one person did offer Twitter users facts about the different flavors of conchas that exist.
CREDIT: @IknowuGabriela / Twitter
Personally, I love them all. I could eat these sweet bread any and every day. Who’s going to the panadería with me after work?
Some legitimate questions have been asked about the use of brioche over concha.
CREDIT: @dasher2581 / Twitter
Obviously it is easier to say French words than Spanish words, right?
Also, some people don’t even know wtf is a concha so… 🤷🏽♂️
CREDIT: @vugetrbl / Twitter
It isn’t that surprising that people would get defensive about the fact that the concha was being stripped of its identity.
Even our dads got in on dragging Food and Wine.
CREDIT: @omoroti / Twitter
Spoke like a true Mexican father. “Que brioche ni que la chingada” indeed.
People are suggesting that they start hiring people of color so, you know, they can be accurate.
CREDIT: @JeronimoSaldana / Twitter
It’s not that hard to understand. If you want content about Latinx culture, hire Latinx people who know and live that culture every day. It’s like expecting Latinx journalists to understand the ins and outs of Japanese cuisine.
The publication didn’t release a statement about the Twitter backlash.
CREDIT: @adrianachavira / Twitter
They simply deleted the tweet and kept moving. However, that’s not how people want to see things resolved online now.
And people were looking for it.
CREDIT: @uxrivas / Twitter
It’s just another day in the office for a digital media company. Things spread far and wide when you put them on the internet and things never disappear once they are online.
Can we all agree that things should not be whitewashed anymore?
CREDIT: @RITucker_23 / Twitter
Just stop. It is not a good look on anyone. Either those whitewashing seem insensitive or the ones who are upset seem unjustly angry. It needs to end.
Leave things as they are and use the real names.
CREDIT: @LaNinaFresa / Twitter
If we, the Latinx community, can learn the difference between brioche and sourdough, you can learn what a concha is.
It really will be better for everyone if we just respect each others cultures.
CREDIT: @takesomeheart / Twitter
It is not that hard to respect each other and our foods. That’s what this how thing is about.
While the publication stayed silent, the woman who runs their social media channels did apologize.
CREDIT: @meg__clark / Twitter
At least someone at Food and Wine was big enough to admit their mistake.