Even Morton's is beginning to Catch on!

Can you believe it? Even a company the size of Morton's is starting to understand the benefits of real sea salt...or more like their sales have probably gone south since the public is getting wise to the benefits and superior flavor of true sea salt. Well, whatever the reason, glad they've finally joined the real food movement. Still, I'm partial to true artisan salts like the one's you find at Saltistry. Here's the release as a point of interest:

Morton Launches High-End Sea Salt From the Mediterranean; Available Nationwide
Wednesday April 12, 5:00 am ET
Released in Response to the American Home Cook's Interest in Specialty Salts; Priced for Any Consumer to Enjoy

CHICAGO, April 12 /PRNewswire/ -- Morton, America's authority on salt, is making high-end sea salt affordable and available to home cooks nationwide. The company scouted out locations around the world and chose to harvest its sea salt in the Mediterranean off the coast of Spain's Costa Blanca. Morton Sea Salt will cost between $1.89 and $2.09 per pound depending on the retailer.

Morton is introducing its sea salt in response to the American home cook's increasing interest and acceptance of high-end specialty salts. Made popular by celebrity chefs, sea salt provides a greater sensory experience than table salt but can be used in many of the same applications as either a topping salt or in gourmet recipes. Morton Sea Salt offers the authentic taste and texture foodies seek in a sea salt and has been extremely well received by foodies and home cooks alike.

"Given sea salt's broadening appeal to a wider consumer base, we wanted to provide a sea salt that is first and foremost of the highest-quality and authenticity but that is also priced at a level that is attractive for home cooks who may be trying it for the first time as well as food lovers who purchase often," said Earl Thorne, director of advertising, sales promotion and brand development at Morton. "We definitely see the American consumer becoming more discerning about salt. Kosher salt, by and large, is the most popular specialty salt -- we can clearly say it has gone mainstream. We expect sea salt to gain that same level of acceptance."

Sea salt is the second product released in the line of high-end specialty salts for Morton, behind its popular coarse kosher salt. Recently, Morton added a second size to its kosher salt offering. Previously only offered in the traditional three-pound box, Morton now also makes a one-pound kosher salt box designed to be more inviting to the first time user as well as those with a smaller household.

The Chicago-based company, established in 1848, is America's authority on salt and the leading producer of salt for grocery, water softening, ice control, agricultural and industrial uses. Morton introduced the nation to the Morton Umbrella Girl and her now-famous slogan, "When It Rains It Pours", in 1914. Since that time Morton salt products have graced the shelves of homes throughout the country.

SALT DEFINED

Salt
Sulphate of magnesia having cathartic qualities; -- originally prepared by boiling down the mineral waters at Epsom, England, -- whence the name; afterwards prepared from sea water; but now from certain minerals, as from siliceous hydrate of magnesia.
The chloride of sodium, a substance used for seasoning food, for the preservation of meat, etc. It is found native in the earth, and is also produced, by evaporation and crystallization, from sea water and other water impregnated with saline particles.
Hence, flavor; taste; savor; smack; seasoning.
Hence, also, piquancy; wit; sense; as, Attic salt.
A dish for salt at table; a saltcellar.
A sailor; -- usually qualified by old.
The neutral compound formed by the union of an acid and a base; thus, sulphuric acid and iron form the salt sulphate of iron or green vitriol.
Fig.: That which preserves from corruption or error; that which purifies; a corrective; an antiseptic; also, an allowance or deduction; as, his statements must be taken with a grain of salt.
Any mineral salt used as an aperient or cathartic, especially Epsom salts, Rochelle salt, or Glauber's salt.
Marshes flooded by the tide.
Of or relating to salt; abounding in, or containing, salt; prepared or preserved with, or tasting of, salt; salted; as, salt beef; salt water.
Overflowed with, or growing in, salt water; as, a salt marsh; salt grass.
Fig.: Bitter; sharp; pungent.
Fig.: Salacious; lecherous; lustful.
To sprinkle, impregnate, or season with salt; to preserve with salt or in brine; to supply with salt; as, to salt fish, beef, or pork; to salt cattle.
To fill with salt between the timbers and planks, as a ship, for the preservation of the timber.
To deposit salt as a saline solution; as, the brine begins to salt.
The act of leaping or jumping; a leap.