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"Goop" cites the Quadracci Pavilion as "simultaneously reminiscent of a grand Gothic cathedral and an imposing ship" (PHOTO: Visit Milwaukee)

Gwyneth Paltrow's "Goop" lauds Milwaukee as underrated food city

Last month, we saw Milwaukee's finer assets touted to the readers of Vogue Magazine, which declared The Cream City "the Midwest's coolest (and most underrated) city."

And now "Goop," Gwyneth Paltrow's $250 million lifestyle brand is following suit, listing Milwaukee among "The Four Most Underrated American Food Cities," along with Asheville, North Carolina; Maui, Hawaii; and Portland, Maine.

The article, which appears without a byline insinuating, perhaps, that the recommendations come from Paltrow herself highlights numerous restaurants including Ardent, Braise and Bass Bay Brewhouse. And there are shoutouts for Milwaukee Public Market and the Milwaukee Art Museum along with boutique hotels, including the Iron Horse and the Kimpton Journeyman.

In classic West Coast style, it lauds the city for its "delightfully unpretentious restaurants," noting that "it's precisely because of its under-the-radar status that visitors are rethinking Milwaukee."

And, although it falls prey to the ignorant notion that Milwaukee continues to reside "in the shadow of Chicago," it does eschew the common stereotypes that are all-too-often the focus of national publications.

"One weekend here," the post says, "And you'll learn that Milwaukee (and Wisconsin in general) is so much more than beer and dairy."

It's a remarkably accurate statement from a publication that regularly touts practices like bee-sting therapy, vaginal steaming and putting jade eggs in one's vagina for spiritual cleansing.


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