I’ve been thinking about the challenges of scaling authenticity. Here’s an example:

I bought olive oil and balsamic vinegar from Francesco Sammarelli today. He was offering samples at the urban grocery near the office. Unlike most folks offering up food samples, he has a namesake company, Sammarelli, and alongside the bread and fig spread at his sample stand is a photo album of his olive estates in Italy. There’s a deep connection visiting with him about his work, how he splits time between Vancouver and Italy, and the techniques that he uses to create great products. When I chose two bottles, I wasn’t just choosing great product, I was choosing to be part of a story and extend an authentic experience from a five minute visit into something that will last for a few months at home.

Scaling authenticity is a challenge that social networks, Twitter, and other connector services all claim. But the typical experience of a Twitter stream or a Sammarelli blog wouldn’t have the same power of story and connection. Are there options that would offer that level of connection? Or is it only the dedication of the Fransceso’s of the world that can offer that level of authenticity? What do you think?