Take my word for it, my farming credentials are impeccable. I’ve grown up around commercial fruit and vegetable farmers my entire life, and I know that the tasty, tree/vine-ripened, organically safe stuff rarely make it onto the supermarket shelf because retailers want their produce uniform in size, unblemished and picked firm and barely ripe so they won’t spoil before sold. As a result, mega-tons of fruits and vegetables are rejected for purely cosmetic reasons. Millions of people are suffering from malnutrition and billions of dollars of food are tossed out because they don’t rise to the aesthetic standards of clueless urbanites who believe that beauty trumps taste. What’s equally sad is that many city-dwellers don’t know how a real tree-ripened apricot, peach or cherry should taste. Shame!
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Over the past 30 years, we have seen many professions in the graphic arts replaced by technology. Sign painting is one. Sign painting was a trade that existed in every community to adorn storefronts, banners, billboards, street signs, and buildings. The really good signs were one-of-a-kind works of art, produced by a steady hand, discerning eye, and aesthetic sensibility. Hand-painted signs revealed the pride and skill of the craftsmen. Their execution took human judgment and an active collaboration of eye, mind and hand. On a subliminal level, viewers could feel the effort of the maker. Now signs are mostly computer-designed, die-cut vinyl lettering. Undoubtedly, this is faster, cheaper and more uniform in quality, but like so much of our urban landscape, it lacks the warmth, soul and touch of human hands. “Sign Painters” is a documentary film (and also a book) by Faythe Levine and Sam Macon that celebrates the vanishing art of sign painting. The film is currently being shown in select locations in the U.S. and other parts of the globe. If it comes to your area, do see it.