In the US, taxpayers subsidize the cattle industry with billions of dollars of tax money each year. Most of that goes to pay for feed crops, but there is also a huge allocation of public land for the grazing of cows. About half the land in the entire country is just for cattle.
In addition, a significant portion of the climate problem is directly caused by the effects of bovine respiration as well as the clear-cutting of forests for grazing worldwide. It’s like someone is dumping manure on your living room carpet and asking you to pay for it.
The end result is that whether or not you eat meat, you’re paying for it.
Beef is more expensive than we realize. And it’s also significantly less convenient than we give it credit for. Climate refugees, storm-damaged assets, the loss of life and homes… these are directly caused by the one billion cows that humans raise each year.
What would happen if we simply charged a fair price for the beef and milk that people consume?
The industry has done a great job of persuading people that beef is cheap, convenient, easy, luxurious, wholesome and benign. It’s none of those things.
I wonder how long it will take us to realize just how much it costs us.”
We are focusing our laughably meager climate change mitigation efforts on electric cars and renewable energy. Until we address the bull in the room – so to speak – and deal with our filthy, wasteful, poorly managed and corrupt agriculture system, we’re going to get precisely nowhere. It’s long past time that we start paying the true cost of our consumptive lifestyles.
“We are bewildered at what can happen out in the world in such a short time. We are not qualified to make heads nor tails of it all, and it is humbling to be able to do so little in response. However, we do our work of peaceful and close-to-home living as best we can. Try not to depend too much on the larger greedy systems that perpetuate war and its profits. The daily points where our bodies remain connected simply and physically to the Earth still need looking after – food, shelter, warmth, family – the seeds sown, the wood chopped, the flour ground, the dough mixed. It’s a blessing to be given the time and space to do those things, thoughtfully and with humility.”
-Barn Owl Bakery, Lopez Island, WA, March 2022
Kale: strong, resilient, nutritious. The plant I aspire to be.
Hello there. We are here, and we hope you are, as well. In a world that feels ever more suffused with madness each passing day – e.g., the IPCC thoughtfully released its latest report three days after the invasion, thereby guaranteeing we will all continue to ignore the existential crisis staring us right in the face while we focus instead on a pointless and devastating and intentionally distracting war – we are planting seeds, tidying winter debris, plowing new beds and generally readying ourselves for another productive growing season at Quiet Farm. Collectively, we’ve careened wildly from one catastrophe to the next over the past two years, and we are all exhausted, drained, sad and anxious. Once again, getting our hands into the soil and quietly producing something real, substantial, edible and nourishing seems far and away the most useful response to the ever-increasing chaos out there.
We hope you, too, will plant something this year. We’ll be back again soon.
“Build back better. Blah, blah, blah. Green economy. Blah, blah, blah. Net zero by 2050. Blah, blah, blah. This is all we hear from our so-called leaders. Words that sound great but so far have not led to action. Our hopes and ambitions drown in their empty promises.”
I don’t pay a great deal of attention to teenagers, mostly because I’m not learning dance moves on The TikTok, but I’d have to agree with Greta Thunberg’s comments above. The preposterous dog and pony show currently taking place in Glasgow is just so much performative rhetoric with absolutely no follow-through. Honestly, the planet likely warmed another ten degrees from all of the hot air passionately emoted in Scotland. Please note that this summit is titled COP26 for a reason – because twenty-five conferences have been held previously, and precisely nothing was accomplished through any of those gatherings, either. Also, pro tip for the U.N.: everyone knows that if you want to host the most glamorous climate-change party you should invite some big-name guests, and when Russia and China both decline your invitation, your party starts to look a little sad.
Our smoky, hazy, summer wildfire sky.
Let’s look on the bright side: we’re finally, finally having some hard conversations about the devastating realities of climate change! Now let’s look on the realistic side: it’s far past time for us to acknowledge that we cannot stop or even slow climate change! The moment for that was forty years ago, when scientists first started warning of these eventualities. Countries have never once even met emission-reduction goals, never mind exceeded them, and we’re quickly headed for a far greater increase than the oft-mentioned 2°C. In late 2021, the only realistic approach is to concentrate all of our efforts on adapting to our changing weather patterns and our warming planet. It’s ridiculous to think that we can alter the current trajectory, but we may as well acknowledge that adaptation is what humans do best – it’s exactly why we’re in this doomsday scenario, because we’ve adapted to living and breeding everywhere, limited resources be damned.
What frustrates me most about a bunch of useless politicians prattling on about green economies and renewable energy – plus a bunch of shouty protesters taking to the streets with their cobalt-filled smartphones! – is that collectively, we’ve chosen to ignore the solutions that already exist. It’s almost as though we didn’t think that climate change was a tricky-enough problem, so we said, “How can we make this more difficult and more expensive?” Instead, all we actually have to do is look at the answers we already have – and the two best and most obvious both save people money AND have a huge impact on overall methane emissions. Yes! Everyone talks about decarbonization, but perhaps our energy would be better focused on methane reduction.
Lovely car, but electric vehicles aren’t going to save us. Not by a long shot.
This is not intended to broadly oversimplify the hugely complex problem of climate change, but the Environmental Defense Fund puts it like this: “Cutting methane emissions is the fastest opportunity we have to immediately slow the rate of global warming, even as we decarbonize our energy systems. It’s an opportunity we can’t afford to miss. Methane (CH4) has more than eighty times the warming power of carbon dioxide over the first twenty years after it reaches the atmosphere. Even though CO2 has a longer-lasting effect, methane sets the pace for warming in the near term. At least 25% of today’s warming is driven by methane from human actions.”
And so, the obvious question would be as follows: what can we, as individuals, do to reduce our methane emissions? The answer is remarkably simple yet hugely impactful: eat less (or no) meat and stop wasting food. These are basic actions that don’t require complicated technology, new infrastructure, job retraining or trillions of incentive dollars. They also directly benefit our health and save us money.
Cheap hormone-drenched feedlot beef in plastic tubes. Yummy yummy!
According to the EPA, well more than a third of the United States’ methane emissions originate from agriculture, primarily feedlots and manure lagoons (such an attractive phrase – the American meat industry is decidedly grim). “When livestock and manure emissions are combined, the agriculture sector is the largest source of CH4 emissions in the United States.” Obviously, then, reducing the number of animals we raise for food is a simple way to reduce methane emissions. In Glasgow, however, not much was said about meat consumption, likely because at least in America, the livestock and agriculture industries are incredibly powerful. Shaking that tree is going to take quite a bit more than twenty-six international climate summits.
It’s no surprise that Americans are one of the top consumers of animal flesh in the world; we were raised, of course, on “meat and potatoes.” When it comes to our food expenditures, meat represents the lion’s share of our grocery budget. Using broad-brush statistics, Americans consumed about 265 pounds of meat per person in 2020, at a cost of $4 per pound. (These numbers are roughly averaged, as beef is substantially more expensive than chicken and pork.) That’s three-quarters of a pound of meat per person, per day, every day. Considering that we have the highest rates of diabetes, heart disease and cancer in the developed world – lifestyle diseases strongly correlated with our excessive meat consumption and shockingly poor diets – decreasing the amount of meat we eat would reduce methane and save lives, plus save us all money on groceries and health care. (The hospital industry is a huge GHG emitter, too, so if we stayed out of hospitals because we were healthier we’d again be helping both ourselves and the planet. See how it all comes together?)
Livestock should be on pasture, not in feedlots.
As an additional incentive, millions of acres of land are cleared to raise livestock and feed, primarily corn and soy. Returning these acres to natural prairie grassland in the U.S. or tropical rain forest, as in the Amazon, would also help sequester tons of carbon dioxide in the soil, rather than pushing it into the atmosphere. Raising livestock also uses astonishing amounts of water; in the American West, where most beef cattle can be found, there is no longer any water to spare. In short, the overall benefits of minimizing or eliminating meat consumption are staggering – and certainly not discussed nearly as often as EVs or taxes on oil and gas companies.
Methane is generated not only from livestock and their waste, but from any decomposing organic matter thrown into landfills. Food waste, then, is another massive beast entirely; more than 40% of all food produced in the United States is never eaten. If food waste were a country, its emissions would be third-highest in the world, after the U.S. and China; globally, food waste accounts for about 8% of the world’s total greenhouse gases. This is such low-hanging (and obviously rotting) fruit – when organic matter is decomposed properly in a well-managed compost pile, it produces nutrient-rich humus that can then be used to grow more food. When smothered in non-biodegradable plastic trash bags in a landfill, however, its emissions are greater than the entire airline industry. And the solution is just so simple and again, saves money – buy less food, don’t cook more than you’ll eat, use up your leftovers and scraps and start a compost pile. The answers really aren’t that complicated, and no one needed to convene tens of thousands of people in Scotland to figure this out. Sure looks impressive on social, though.
Composting organic matter is such a simple way to reduce methane emissions.
It’s easy to lose faith entirely when our world leaders are so smug and so hypocritical, and so intent on making blah blah blah promises they have no intention of keeping. If you’re feeling entirely depressed and hopeless about the state of the world – as most of us likely are – just know that individual choices do make a difference when taken collectively. Reduce or eliminate meat in your diet and stop throwing away food. These small actions might not seem like much, but it’s certainly a better approach than giving up entirely.
“The best way to oppose a system is often to create something better to replace it.”
Scarlet runner beans, grown mostly to attract hummingbirds but also delicious to eat. Plus the beans are gorgeous.
I read a Wall Street Journal piece recently that really stuck in my craw. The article details the ongoing global supply chain challenges, specifically focusing on the Halloween season:
“Ben Wieber, a 27-year-old professional services consultant in Kalamazoo, Mich., struck out trying to purchase a miniature haunted house in-store to add to his Lemax Spooky Town collection, a line of Halloween-themed animatronic figurines and buildings. He was also broadly disappointed in the amount of Halloween décor available at stores near him.
“I went to Lowe’s, Home Depot, T.J. Maxx, HomeGoods and I’m already seeing Christmas stuff replace the Halloween stuff, which is ridiculous,” Mr. Wieber says. “I’m like, hello? Are we just skipping Halloween this year?”
This appalling anecdote immediately brings to mind two things: 1. Obviously the pandemic is over and 2. Even more obviously the apocalypse is nigh. Late in 2021, after more than eighteen months of crushing loss and death and isolation and sickness and disinformation and loneliness and unrest and economic devastation and fury, we have clearly reached the point at which all of our mental energies – and our time and gas! – can be laser-focused on buying yet another cheap trinket that we don’t need but are angry that we can’t get. I’m like, hello?
We grew spectacular peas this season.
I am particularly caught up in this obsessive need to buy tacky, energy-intensive, disposable, Chinese-made plastic holiday decorations because at the moment, much of my own time and energy is focused on saving seeds from this growing season. We’ve talked about seedsregularly here at FQF HQ, but in the wake of what’s occurred over the past year and a half, and what’s certainly coming down the pipeline (I’m like hello, irreversible climate change!) seeds have taken on a new significance.
Cleaning saved basil seeds is a bit labor-intensive – the seeds are actually those tiny black specks in the lower right – but worth the effort.
To understand why seeds are so essential to human survival, it’s important to understand just how much has changed in only the past century. For about ten thousand years, since the shift from nomadic hunter-gatherer tribal living to established agriculture, humans have saved seeds. No seed companies existed until recently, of course, so the only way to ensure food for the following year was to save seeds from this season’s harvest, and to trade and barter with neighboring farmers for their seeds. Because seeds were so necessary for human survival, they were rarely shipped and therefore didn’t travel long distances; by their very nature, these seeds were perfectly adapted over generations to the unique microclimate of the area in which they were grown. Saving seed is so painfully obvious – the ability to grow food so clearly a basic human right – that it never occurred to small farmers that a seed could be patented as intellectual property, like a song or a book.
The squirrels didn’t steal all of our sunflower seeds this season!
This system worked beautifully until Big Ag wanted in on the action after World War II concluded. To summarize an incredibly complex situation in a few glib words: much of the world’s food supply is now based on patented hybrid and/or GMO seeds. Three large multinational corporations now control over 70% of the world’s seeds, and therefore over 70% of the world’s food. It is illegal under a variety of laws to save and propagate these seeds, and in most cases the seeds won’t breed true anyway. This global movement away from seed sovereignty (“the farmer’s right to breed and exchange diverse open-source seeds which can be saved and which are not patented, genetically modified, owned or controlled by emerging seed giants”) threatens everyone on the planet, yet apparently we’re too busy looking for unavailable Halloween decorations to care about that.
Even now, there are only a handful of seed companies in the U.S.; there used to be thousands, each with their own regional specialties. Buy from Johnny’s or High Mowing and you’ll likely get seeds grown out in Maine or Vermont or somewhere else in New England. They’ll probably produce, yes, but Maine and Vermont are pretty different climactically from the high-plains desert we grow in, and I’d like to have a greater chance at success with seeds adapted to my region. And of course we all remember what happened in the spring of 2020. Seed companies were entirely overwhelmed by demand once it became clear that the pandemic was here to stay, and seeds weren’t available anyway; if they did arrive, it was long after planting season. I’m simply not willing to stake my household’s food security on the rickety scaffolding of unprepared seed companies, global panic and the USPS.
Onion seeds are easy to harvest and save, but they must be collected before they’re wind-dispersed.
Back in September, the U.N. – an utterly useless pretend mafia of pompous self-important incompetent blowhards, if you want to know my real opinion – convened the first Food Systems Summit, which was theoretically designed to “determine the future of agriculture.” Yet the small farmers who actually grow the majority of the world’s food were not offered a seat at the table. Instead, in a move surprising to precisely no one, the loudest and most prominent voices were those of Big Ag and Big Pharma, mainly companies who have committed grievous biopiracy by patenting landrace seeds and inventing GMO crops that threaten both the planet and human health. Dear United Nations: Praising Monsanto/Bayer for its breathless promises to cure global hunger – an issue it directly causes AND profits from – by patenting seeds is like praising Jeff Bezos for his commitment to solving climate change. In effect, you don’t win a prize for claiming to “fix” a problem that you directly helped create (and made billions along the way!).
All this is to say: convening a bunch of billionaires – who have probably never grown a single tomato in their lives – in some sparkly ballroom in some fancy city far from any actual agriculture isn’t likely to solve the world’s food problems. And for that reason, hundreds of food sovereignty organizations, indigenous and smallholder farmer groups, and scientists boycotted the U.N. summit, and rightfully so. It is absurd to think that Big Ag and Big Pharma would have even the slightest interest in working in tandem with small farmers on improving food systems; their respective interests are entirely at odds. Seed companies don’t make money if people save their own seeds! To maintain the very profitable status quo, power must be kept in the hands of the few, and making seed saving illegal (and useless, in the case of GMOs and hybrids) is one very effective way to maintain that power. (These corporations would still do well to remember the other side of the coin: most revolutions start when people are hungry.)
Be careful with cayenne pepper seeds – gloves are recommended!
It is so easy to feel entirely hopeless and dejected in the face of the world’s mounting problems, and to feel as though our own actions don’t count in the slightest. It doesn’t matter that we conscientiously sort our recycling and bring it to the drop-off center; virtually all of America’s “recycling” is actually dumped straight into the landfill. It doesn’t matter that we don’t use A/C or heat in our house, and instead try to maintain comfort with fresh air and warm sweaters; most of the country is now accustomed to perfectly-calibrated indoor temperatures requiring vast amounts of energy. What does matter, however, is our seed bank. Saving our own heirloom, open-pollinated seeds, and sharing them widely with other growers in our area, actually makes a difference. That classic question about what you’d save in case of a fire? It’s a real consideration where we live, and our small, compact, lightweight, portable seed bank would be at the top of the list. With those seeds, we can feed ourselves, and there is no greater human accomplishment than self-reliance.
Marigolds always remind me of our travels in India.
We save seeds here at Quiet Farm because we want control over our own food supply. We save seeds because we want to share seeds and encourage others to grow food. We save seeds because we want to steward unique, rare varieties of plants that grow well in our challenging climate. We save seeds because we believe the only way to reasonably face climate change is through adaptation. We save seeds because we do not believe that Big Ag and Big Pharma have our best interests at heart. We save seeds because anyone can claim to be an ‘activist’ while not actually doing anything – but stewarding a seed bank is a tangible, useful, productive way to protest against our rapidly dwindling power as small farmers. We save seeds because it matters.
So save your seeds, friends. You might well need them someday. And save your animatronic haunted houses too – apparently they have some value on the resale market. Try Ben in Michigan.
Kale typically only sets seed after its second growing season here.
P.S. If you’re in our area (or even if you’re not!) and you’d like to learn more about saving seeds, please consider joining the Rocky Mountain Seed Alliance, “a nonprofit organization working to assure an abundant and diverse supply of local seeds for the Rocky Mountain region through education, networking, and establishing community-based models of seed stewardship.”
Apparently this country is electing a president this year and probably electing some other people too, though over here at Quiet Farm we’re doing our damnedest to ignore the entire circus. One thing that still surprises (and infuriates!) me immensely in every single election cycle is that we never, ever discuss national food policy. Neither side even mentions it in passing, unless a hotdish fundraiser happens. We talk about defense, and education, and occasionally the climate crisis, and of course health care, and yet we never discuss the single issue that unites every one of us, regardless of party affiliation. We never talk about the fact that if we changed our food system, we’d naturally change our health care system for the better. And that changing our food system would be a huge step towards repairing our devastated planet. Changing our food system would also mean more military readiness, since we’re now too fat to fight. And our children would gain a better education if they had access to better nutrition for growing brains and bodies. We always ignore the food, when it’s the one issue we should talk about more than any other.
Last Friday, millions of people around the world marched as part of a “global climate strike.” The march was intended to draw world leaders’ attention to the climate crisis in advance of the U.N. General Assembly taking place this week in New York City. While the sight of millions of mostly young people taking to the streets to make their voices heard is heartening in theory, teenagers in expensive sneakers carrying smartphones and pithy signs aren’t going to change the perilous trajectory we’re on.
Despite the fact that we are by far the world’s largest consumer and by extension the world’s largest polluter per capita, the U.S. is the only country in the world still debating the very existence of climate change. While other countries have their heads down working to find solutions, we’re still arguing over whether this is actually happening, and if so whose fault it is. (Spoiler alert: ours.) This disparity will be on full public view this week at the U.N.; once again, we’ll look like idiots on the world stage, a role in which we’re becoming increasingly comfortable.
Here’s the painful truth: we can’t protest the idea of large corporations destroying the planet, because we are the reason those corporations exist. If we didn’t buy their products – if we didn’t upgrade our iPhones every year, if we didn’t rob each other at gunpoint for thousand-dollar puffer jackets, if we didn’t accept and then dispose of two million plastic bags per minute – these corporations wouldn’t be able to plunder the planet. We are the problem, and by that logic we also have to be the solution.
Mental health professionals have reported a sharp uptick in the number of people seeking treatment for depression related to the environmental catastrophe we’re facing. It’s a massive, complex problem, and it’s easy to feel hopeless when confronted with its scale. On a personal level, I’ve long since graduated from severe eco-anxiety and now find myself teetering on the cliff of abject climate despair. I don’t think we’re going to be able to fix this, but we can’t choose to do nothing and watch the world implode around us. With that in mind, here are five things we can implement immediately that might just make a difference.
Before we moved to the Western Slope, we were told again and again to make sure we buy water, not just a farm. Over here, water and land are sold separately, like toys and batteries. Just because water runs through, on or over your property doesn’t necessarily mean you have any right to use it.
The good news is that Quiet Farm does have adequate water, in most years. The bad news, however, is twofold: first, the Western Slope is in an unprecedented drought and at the moment no one has enough water. And second, we know precisely nothing about irrigation management. When you live in modern suburbia you just turn on the tap and the water flows magically, right? That is so much not the case here.
Irrigation management on Quiet Farm doesn’t look like this.
It looks like this: our Parshall flume (or weir) with attached flow gauge. No, we don’t know what any of those words mean, either.
This is our water pump with screen to catch wildlife – raccoons, ground squirrels, marmots, whistlepigs, ponies, etc. – when they fall in. Looking forward to THAT happening.
We now own two shares of one of the Western Slope’s strongest irrigation ditches. There are dozens of ditch and reservoir companies; the vast majority of the area’s water comes from hundreds of lakes and reservoirs up on the Grand Mesa which are filled with precipitation each winter. When there is no snow, like last year, then there is no water in the ditches or reservoirs. And so water becomes a very valuable commodity.
This is known as an “ag tap,” an abbreviation for agricultural. The water from this tap, however, is from our domestic supply. Confused? So are we.
This is downstream of the water pump and will help irrigate our land with irrigation water. We think. Or maybe not.
When we want some of our water for irrigation – which we can have between the beginning of April and the end of October – we order a precise amount from the ditch company, accounting for absorption and loss along the way. Ditch riders, who live up on the mesa during the season, use a complicated system to send the water down the correct ditch to our property on a specific day. We have to be out at our headgates at about 6AM to start our run, and the water we use is debited from our account, just like a bank. We can lease, sell, trade or give away our water as we see fit, but if we order water, it’s coming to our property whether we’re ready or not. So figuring out our irrigation system is of paramount importance to our future success.
Our water will run through gated pipe, a common sight in our area. Big farms will own thousands of feet and it’s set up according to your property’s individual landscape and contour. The black gates open and shut to control the water flow.
A lot of our gated pipe currently looks like this, which is obviously not workable. Even we know that.
In case you’re worried that we’re actually living in Little House on the Prairie, our house has a domestic tap, which is just like water in a normal house. Except that domestic water here is crushingly expensive, especially compared to Front Range rates, which means we absolutely cannot run a farm on domestic water without bankrupting ourselves. No more domestic taps are being issued in our area; local government doesn’t think we have the water to support additional growth – unlike on the Front Range, where greedy, short-sighted counties sell their water to the big cities and then wonder why their towns die. Domestic taps are worth tens of thousands of dollars over here, if you could even buy one.
Apparently little critters like chewing on the gates inside the pipe. The gates cost $3 each, and we have dozens missing. The few remaining intact ones are probably being eaten right now while you’re reading this.
The end of the line. Of course, if the pipes aren’t connected properly we’ll just flood everything and there is no way to turn the water off once we’ve called for it. So good luck with that.
We’ve got just about a month to figure this system out, because once the water goes off at the end of October we’ll have no way of testing our work. And when the water (hopefully) starts running again next spring, we want to be ready to get our pasture in good shape.
Good news, though! We’re unknowingly growing a pasture of invasive elm trees that will need to be removed by hand…
…when we’re not growing anything at all. Surprisingly, bare pasture is actually worse than having even invasive plants in the ground.
The moral of this tale, friends, is not to take water for granted. The daily luxury of fresh, clean, potable water is an absolute gift and one that not even everyone in the U.S. has access to. So treat your water like the precious resource it is, and know that it is finite. And wars over water will be much more devastating than wars over oil.
There is much work to be done, and winter is coming. Pray for snow.
Pretty much every RV we’ve encountered on our travels thus far has had a television, and most carry a satellite dish. We’ve seen some TVs on the big rigs that would cover an entire wall in our tiny home, if we could even get the thing through the door. For us, though, no TV. And no Netflix, either, because even though we have a device on which to watch, most parks don’t have Internet service strong enough to support streaming. (Serious RVers also carry Internet boosters.) So we read, and that’s not intended as a complaint.
A selection of reading material at an RV park.
We packed an eclectic selection of books, of course, before throwing everything else into boxes and jamming it all into a rented storage unit. We happened to be camped at the fairgrounds when our local county library held their semi-annual book sale there, so we grabbed a few then, too. And most every park we’ve stayed at has had a book exchange, typically located near the laundry facilities. I’ll confess that most of the books at the RV parks are not to my taste – they lean heavily towards bodice-rippers, legal thrillers and Stuart Woods – but truly, I’m happy when anyone is reading actual paper books and I am not passing any judgment on these. And there are occasionally diamonds in the rough. So what are we reading these days on the RV?
We’ve just passed the one-year anniversary of our round-the-world adventure, and it’s been nearly six months since our winter trip to France and Germany. Although we’ve totally upended our lives and moved into an RV, at the moment that isn’t creating much in the way of compelling content. Instead, we thought we’d share some travel photos that haven’t yet made it on the blog.
One of the things we loved so much about Berlin was the stunning array of street art. Berlin’s street art tradition is now known worldwide; the city was recently designated an official City of Design by UNESCO. (Oddly, Detroit is the only U.S. selection.)
Now that we potentially all have attention spans less than that of a goldfish – can’t believe you’re still reading this! – it is apparently more important than ever that we distill information down into small, digestible bits. One way we do this is by labeling everything, especially food. This is so we can recognize it, so we can boast about it, so we can post a photo of it, so we can pay more for it. So we can say, Oh, don’t mind me, I’m just eating my superfood salad over here. Goji berries, acai, spirulina, wheatgrass…the list of trendy branded superfoods goes on and on.
Purple foods are rich in anthocyanins, a specific type of antioxidant.
Western society, particularly America, has some serious food issues. We are collectively overfed and undernourished. We all know that obesity, heart disease, diabetes and other lifestyle diseases are on the rise, and yet still we consume on average more than twice the calories we need in a day. We’re overwhelmed by choice and information and the constant barrage of marketing thrown at us every second. We’re no longer able to think for ourselves.
“We are a society obsessed with the potential harmful effects of eating, according to the University of Pennsylvania psychologist Paul Rozin, renowned for his theories on the role that fear and disgust play in modern food culture. Overwhelmed by the abundance and variety of foods in our groceries, and flooded with competing health claims, we can’t help but make instinctive food-purchase decisions, subject to the whims of the latest trends and health scares. No wonder that, when confronted with ambiguities in health-based marketing claims, we fill in the gaps with inaccurate inferences, as the Cornell University economist Brian Wansink found in a 2006 study. Food companies bragging about supposed health benefits, such as low calorie count or low cholesterol, create what the influential study dubbed a “health halo,” a vague but positive glow that temporarily relieves our food-centered anxieties—at least long enough to get through checkout.”