Hannah Neeleman Responds to Cutting-Board Backlash by Defending Craftsman Quality and Pricing

21 November 2025

Credit : Hannah Neeleman/Instagram; Ballerina Farm

Influencer Hannah Neeleman, better known as the face of the Ballerina Farm brand, has taken to Instagram to address the growing online criticism over her boutique business’s $259 scalloped maple cutting board a product that recently stirred debate among followers and critics alike. The board is produced by a local artisan couple, and Neeleman explained in an eight-minute video posted on November 20 that the price reflects its handmade nature and the high cost of shipping.

In her explanation Neeleman recalled how the idea originated when a local mother dropped one of the boards off at the farm, saying she and her husband crafted the pieces by hand. She described how later visibly moved the artisan told her that offering their product through the Ballerina Farm store had transformed the family’s business dynamic. “I cannot believe that you’re selling these cutting boards at the rate that you are because it’s really changed the dynamic of our family and our family business,” she quoted the maker as saying.

While critics on TikTok pointed to similar scalloped boards being sold at major retailers for under $15 and questioned the value proposition, Neeleman pushed back by emphasizing the board’s craftsmanship, the time invested and the brand’s “quality over speed” ethos. She also mentioned her box of croissants, priced at $144, as another example of a premium product whose cost is rooted in labour, ingredients and shipping rather than a markup tied to her large online following.

The wider context is that Neeleman has built a large social-media empire through the Ballerina Farm platform, documenting farm life in Utah with her husband and eight children, and offering a range of products from baked goods to homeware. Her follower count now exceeds 20 million across Instagram and TikTok. However that visibility also brings scrutiny into how she monetizes her lifestyle brand particularly when items command high prices and appear in a niche that intersects décor, influencer commerce and aspirational homesteading.

In the Instagram video Neeleman acknowledged that the cutting board is “expensive and it is,” and explained several factors contributing to the pricing including the board’s size (24 by 17 inches) and weight, making shipping costlier. She insisted that the business had “never upcharged on shipping” despite the physical logistics.

Neeleman also reflected on her evolving role as a business owner and public figure. She admitted that being under the microscope with large-audience visibility brings new challenges: “We are building a business and jumping into a lot of new things with a lot of eyes on us,” she said. The video was her acknowledgement that even businesses with millions of followers face criticism and tough questions about value, authenticity and responsibility.

Critics of the board have raised specific product-construction concerns. Some social-media users pointed out that the board uses face-grain wood rather than end-grain, which can be more prone to bowing and warping a potential durability issue. Others argued that the product is presented more like a decorative charcuterie board than a functional cutting board and that consumers should be aware of the difference.

For Neeleman the episode serves both as a business reality check and an opportunity to reaffirm her positioning. The brand’s dispatch handmade items, farmhouse aesthetic, legacy-mindset relies in part on customer trust. Addressing the pricing publicly allowed her to surface what the cost is actually supporting: artisan labour, quality materials, shipping logistics and the intent to avoid scaling in a way that compromises product standards.

Yet the moment also underscores how influencer-driven commerce treads a tight line. While followers may value authenticity and craft, they also are increasingly critical of transparency, value for money and the gap between aspirational image and everyday utility. Brands built on personal lifestyle need to defend both their ethics and their economics.

In closing Neeleman invited customers to remain aware: “We make decisions in the business that really ensure quality in our products,” she said, framing the board not simply as a commodity but a curated item that aligns with their homesteading ethos. Whether buyers agree or not, the conversation around premium influencer-merch incidents is now part of the story.