Quotulatiousness

February 17, 2017

Food texture

Filed under: Health, Science — Tags: , , — Nicholas @ 02:00

Along with the actual flavour and aroma of food, the texture matters a great deal:

As eaters, we tend to downplay texture’s importance. A 2002 study in the Journal of Sensory Studies found that texture lagged behind taste and smell — and only occasionally beat out temperature — in terms of the perceived impact on flavor. But you only have to look at pasta to see how strongly texture impacts our perception of taste. We’ll eat macaroni and cheese in the form of spirals, shells, and noodles shaped like Spongebob Squarepants, but spaghetti mixed with florescent “cheese” powder seems anathema — it’s the texture that makes the difference.

For the longest time, food scientists downplayed texture’s importance as well. “When I was a student pursuing a degree in food science, I was taught that flavor was a combination of mainly taste and smell,” recalls Jeannine Delwiche, one of the authors of the 2002 study.

But how a food feels affects our enjoyment of the thing. There is, of course, the actual texture of the food, which scientists call rheology. Rheology focuses on consistency and flow. For example, it’s fairly evident that cotton candy has a different texture than plain sugar, even though sugar is its only ingredient. But the perception of a food’s rheology — what scientists call psychorheology — is another thing entirely. If you’ve ever wondered why sour candy always seems to come coated in rough sugar, the reason is simple: We perceive rougher foods as being more sour. Psychorheology is why we like gummy bears in solid but not liquid form, why we enjoy carbonated soda but balk at its flavor when it goes flat. It’s why we perceive gelato as creamier than ice cream — even though the latter has more fat.

Texture is an important indicator of a food’s fat content. If we can figure out how to trick our tongues into sensing more fat than is actually present in a food, we can increase satiation while decreasing a food’s calorie count. That’s why some researchers are finally turning their attention to these taste-making sensations.

February 2, 2017

Obesity and the adoption of a “western” diet

Filed under: Health, Science — Tags: , , — Nicholas @ 04:00

Gary Taubes says the “case against sugar isn’t so easily dismissed”:

My concern in my essay and my books is a simple and regrettable fact: the epidemics worldwide of obesity and diabetes that occur whenever populations pass through a nutrition transition from a traditional diet and lifestyle, whatever that may be, to a western one. Something is causing that, and because obesity and diabetes, particularly type 2, are intimately linked to insulin resistance, we should be looking ultimately and desperately for the cause of insulin resistance. Geneticists would say we’re looking for the environmental trigger that reliably and often dramatically increases the prevalence of the obese and diabetic phenotype, regardless of the underlying human genotype. And because insulin resistance, obesity, and diabetes are all intimately linked to heart disease, that trigger is almost assuredly going to be a cause of coronary heart disease as well.

But in this country, nutrition and chronic disease research from the 1950s onward was obsessively focused on a very different question: the dietary cause of heart disease in the United States and Europe. When the researchers decided on the basis of exceedingly premature evidence that dietary fat was the culprit, that drove all public health debates and thinking ever after. Even hypotheses about the cause of obesity and diabetes had to be reconcilable with the belief that saturated fat caused heart disease. As such, the evidence implicating insulin resistance in the disorder (and so the carbohydrate content of the diet) was delayed by 30 years in its acceptance, as I discussed in Good Calories, Bad Calories. Its implications are still not accepted because they clash with what remains of the dogmatic belief that saturated fat causes heart disease. And this all happened because researchers were asking the wrong question (and they got the wrong answer even to that): “why CHD in America now,” rather than “why obesity, diabetes, and insulin resistance in populations worldwide whenever they westernize?”

[…]

Now that we’re almost literally neck deep in obesity and diabetes, the right question is vitally important to answer. If the sugar hypothesis is wrong, it is critically important that it be refuted definitively. That can only happen on the strength of far, far stronger evidence than Dr. Guyenet provides in his somewhat flip and casual response. And if the sugar hypothesis is unambiguously refuted, whatever hypothesis steps up as the next prime suspect has to be very carefully considered. (i.e., not the simplistic notion that people eat too much and move too little). We need a hypothesis that holds the promise of explaining the epidemics everywhere.

In stopping an epidemic, nothing is more important than correctly identifying its cause. Where we are today with obesity and diabetes reminds me of where infectious disease specialists were through most of the 19th century, when they blamed malaria and other insect-born diseases on miasma, or the bad air that came out of swamps. That was mildly effective, in that it was an explanation for why the rich in any particular town preferred to build their homes on hills, high above the miasma and, incidentally, away from the swamps and lowlands and slums where the vectors of these diseases were breeding. But only by identifying the vectors and the actual disease agents do we help everyone avoid them and eradicate the diseases. Only by unambiguously identifying the cause can we effectively design treatments to cure it. The kinds of explanations that Dr. Guyenet and Freedhoff put forth – highly palatable foods or ultra-processed foods – are the nutritional equivalents of the miasma explanation. They sound good; they might help some people incidentally eat the correct diets or offer a description of why other people already do, but they’re not the proximate cause of these epidemics. And there is a proximate cause. We have to find it. I can guarantee it’s not saturated fat, regardless of the effect of that nutrient on heart disease risk. What is it?

January 28, 2017

QotD: “Fast” food

Filed under: Quotations, Randomness — Tags: — Nicholas @ 01:00

Food is important. Mark and inwardly digest. Chew your food. Taste it. Swallow what you have put into your mouth before reloading. Your mouth is busy, give it a chance. Indeed, pause from time to time, to think it through. Converse with your neighbours.

My mother taught me as much. Would that she had taught some others. Americans eat very fast. Our franchise establishments actually advertise their serving speed. (This is barbaric.) They also put signs, when their “outlets” are in downmarket locations, specifying the time you have to eat before your presence is interpreted as “loitering.” Woe to the diner not wearing a watch, for they have not the courtesy to place a clock by the sign, to let him adjust his swallowing to the time available.

My own advice would be, don’t dine where you’re not welcome.

David Warren, “Elevated Discourse”, Essays in Idleness, 2015-06-11.

January 21, 2017

Proof that we are living in a wonderful time

Filed under: Technology — Tags: , — Nicholas @ 11:28

Published on 14 Oct 2016

Easily cook up to 6-strips of regular or thick cut bacon in minutes with the Bacon Express! Vertical cooking drains away grease for healthier bacon! Removable non-stick cooking plate and insulated door liners make for easy cleanup. Making bacon is easier than ever!

H/T to Georgia Reams for the link.

January 13, 2017

That demon sugar

Filed under: Books, Health, Science — Tags: , , — Nicholas @ 02:00

Last week, Ronald Bailey reviewed a new book on whether the rise in obesity in western society can be blamed on our collective sweet-tooth: The Case Against Sugar, by Gary Taubes.

Less than 1 percent of Americans — 1.6 million people — were diagnosed with Type 2 diabetes in 1958. As of 2014, that figure had risen to 9.3 percent, or 29.1 million. If current trends continue, the figure could rise to more than 33 percent by 2050. Something has clearly gone wrong with American health.

The rising rate of diabetes is associated with the rising prevalence of obesity. Since the early 1960s, the percent of Americans who are obese — that is, whose body mass index is greater than 30 — has increased from 13 percent to 35.7 percent today. (Nearly 70 percent of Americans are overweight, meaning their BMIs are over 25.) Roughly put, the prevailing theory is that rising fatness causes rising diabetes.

But what if both are caused by something else? That is the intriguing and ultimately persuasive argument that Gary Taubes, author Why We Get Fat (2011) and cofounder of the Nutrition Science Initiative, makes in his new book, The Case Against Sugar.

For Taubes, sugar — be it sucrose or high-fructose corn syrup — is “the principal cause of the chronic diseases that are most likely to kill us, or at least accelerate our demise,” explains Taubes at the outset. “If this were a criminal case, The Case Against Sugar would be the argument for the prosecution.” In making his case, Taubes explores the “claim that sugar is uniquely toxic — perhaps having prematurely killed more people than cigarettes or ‘all wars combined,’ as [diabetes epidemiologist] Kelly West put it.”

Taubes surveys the admittedly sparse research on sugar’s psychoactive effects. For example, researchers have found that eating sugar stimulates the release of dopamine, a neurotransmitter that is also released when consuming nicotine, cocaine, heroin, or alcohol. Researchers are still debating the question of whether or not sugar is, in some sense, addictive.

Interestingly, in my most recent discussion with a doctor earlier this week, he specifically said that the dietary information we’ve been depending on for generations is incorrect and that we should avoid excess sugar in our diet rather than fat (keeping in mind total calorie count, of course).

December 25, 2016

Starving For Total War – Turnip Winter 1916 I THE GREAT WAR Special

Filed under: Europe, History, Military — Tags: , , , , — Nicholas @ 04:00

Published on 24 Dec 2016

While 1916 still looked good for the Central Powers militarily, the civilian population at home, especially in the cities, was starving to death. The British Naval Blockade, harvest failure, a desolate supply situation and the demands of the army created a situation in which the people were forced to eat turnips, a crop usually reserved for farm animals.

November 26, 2016

The war on science

Filed under: Environment, Health, Politics, Science, USA — Tags: , , , — Nicholas @ 02:00

In City Journal, John Tierney explains why the most serious threats to science come not from the right’s creationist bitter clingers, but from the left’s highly selective “pro (some) science” activism:

I know that sounds strange to Democrats who decry Republican creationists and call themselves the “party of science.” But I’ve done my homework. I’ve read the Left’s indictments, including Chris Mooney’s bestseller, The Republican War on Science. I finished it with the same question about this war that I had at the outset: Where are the casualties?

Where are the scientists who lost their jobs or their funding? What vital research has been corrupted or suppressed? What scientific debate has been silenced? Yes, the book reveals that Republican creationists exist, but they don’t affect the biologists or anthropologists studying evolution. Yes, George W. Bush refused federal funding for embryonic stem-cell research, but that hardly put a stop to it (and not much changed after Barack Obama reversed the policy). Mooney rails at scientists and politicians who oppose government policies favored by progressives like himself, but if you’re looking for serious damage to the enterprise of science, he offers only three examples.

All three are in his first chapter, during Mooney’s brief acknowledgment that leftists “here and there” have been guilty of “science abuse.” First, there’s the Left’s opposition to genetically modified foods, which stifled research into what could have been a second Green Revolution to feed Africa. Second, there’s the campaign by animal-rights activists against medical researchers, whose work has already been hampered and would be devastated if the activists succeeded in banning animal experimentation. Third, there’s the resistance in academia to studying the genetic underpinnings of human behavior, which has cut off many social scientists from the recent revolutions in genetics and neuroscience. Each of these abuses is far more significant than anything done by conservatives, and there are plenty of others. The only successful war on science is the one waged by the Left.

November 16, 2016

QotD: Foodie self-righteousness

Filed under: Media, Quotations, USA — Tags: , , , , — Nicholas @ 01:00

… asking people to “eat local” who live in northern climes where “local” means “nothing green” for six or seven months out of the year, and do not get to spend a few months each winter in Sicily teaching a cooking class, is pretty rich. A food writer who is telling other people how they could eat, if they wanted to, is doing a great public service. A food writer who is telling other people how they should eat (just like me, except without my access to ingredients) is just obnoxious. You can’t possibly know how they should eat, unless you have spent some time living their lives.

It is well to remember that people who spend time professionally writing about food have quite a bit more time in their day for acquiring and cooking food than most people. They also have more resources and recipes at their disposal. And you know, they can move to California to enjoy the produce.

Nor is it just the tyranny of localism; it is the list of ingredients that you ought to like, and the list of ingredients that you shouldn’t, and what the hell is wrong with you troglodytes and your Twinkies? Now, personally, I hated Twinkies before Hostess went bankrupt, and I’m sure I’d hate them now, along with Hostess cupcakes, Ho Hos, Devil Dogs, Snowballs, and whatever other tasteless cake substance they’ve filled with that disgusting white goo that tastes like rubberized confectioner’s sugar. I also despise anything made with canned cream-of-whatever soup, detest marshmallows in any form, and would rather eat paste than Cool Whip. You know what these are? Personal preferences. They are not signs that I have achieved a higher level of food consciousness. There is no such thing as a higher level of food consciousness. There is stuff you like to eat, and stuff you do not like to eat.

Megan McArdle, “Dinner, With a Side of Self-Righteousness”, Bloomberg View, 2015-03-27.

November 10, 2016

QotD: Science’s Biggest Fail

Filed under: Health, Media, Quotations, Science — Tags: , , , — Nicholas @ 01:00

What is science’s biggest fail of all time?

I nominate everything about diet and fitness.

Maybe science has the diet and fitness stuff mostly right by now. I hope so. But I thought the same thing twenty years ago and I was wrong.

I used to think fatty food made you fat. Now it seems the opposite is true. Eating lots of peanuts, avocados, and cheese, for example, probably decreases your appetite and keeps you thin.

I used to think vitamins had been thoroughly studied for their health trade-offs. They haven’t. The reason you take one multivitamin pill a day is marketing, not science.

I used to think the U.S. food pyramid was good science. In the past it was not, and I assume it is not now.

I used to think drinking one glass of alcohol a day is good for health, but now I think that idea is probably just a correlation found in studies.

I used to think I needed to drink a crazy-large amount of water each day, because smart people said so, but that wasn’t science either.

I could go on for an hour.

You might be tempted to say my real issue is with a lack of science, not with science. In some of the cases I mentioned there was a general belief that science had studied stuff when in fact it had not. So one could argue that the media and the government (schools in particular) are to blame for allowing so much non-science to taint the field of real science. And we all agree that science is not intended to be foolproof. Science is about crawling toward the truth over time.

Perhaps my expectations were too high. I expected science to tell me the best ways to eat and to exercise. Science did the opposite, sometimes because of misleading studies and sometimes by being silent when bad science morphed into popular misconceptions. And science was pretty damned cocky about being right during this period in which it was so wrong.

So you have the direct problem of science collectively steering my entire generation toward obesity, diabetes, and coronary problems. But the indirect problem might be worse: It is hard to trust science.

Scott Adams, “Science’s Biggest Fail”, Scott Adams Blog, 2015-02-02.

October 15, 2016

Unilever attempts to “draw the longbow” over Marmite

Filed under: Britain, Business, Europe — Tags: , — Nicholas @ 02:00

Marmite, an almost uniquely British product, is in the headlines this week over an attempt by manufacturer Unilever to jack up prices due to the drop in the pound against the Euro. As Tim Worstall points out, this is not in any way justified because all of the inputs to the product are produced in the UK (that is, the input prices have not significantly changed regardless of how the pound is doing in terms of the Euro exchange rate):

Personally I love the stuff but even in Britain that puts me in a distinct minority.

The other amusement though comes from the action itself. For what Unilever is doing here is what we in Britain refer to, colloquially, as “taking the piss.”

    Yesterday, the implications of the pound’s fall on prices and retailer margins hit home for the wider public as the country’s leading supermarket engaged in a war over prices with its highest-profile supplier of branded goods.

    Either UK consumers will eat store-branded yeast extract, or they’ll pay more for Marmite, or the impact of the pound’s fall will be shared between supplier and retailer.

This is superficially plausible. Britain imports some 40% of its food and as a result of the Brexit vote the pound has fallen against other currencies. We would therefore expect to see some price rises in food items. Obviously in those imported that have to be paid for in that more expensive foreign funny money. But also in certain domestic foods which substitute for those foreign ones. So, for example, if foreign chicken rises in price then so too will British chicken as demand for it rises–people will substitute away from the more expensive foreign muck to the purer and more delightful domestic production.

However, this really doesn’t hold for Marmite.

    Consumer goods giant Unilever has been accused of ‘exploiting’ British shoppers by withdrawing more than 200 much-loved products from Tesco after the supermarket refused to agree to its 10 per cent price hike. Critics claim the world’s largest consumer goods manufacturer, which makes an estimated £2billion profit a year, is ‘using Brexit as an excuse to raise prices’. The Anglo-Dutch firm, which heavily campaigned against Brexit, claims it has been forced to increase prices as a result of the falling value of the pound in the wake of the referendum.

The reason it doesn’t hold for Marmite is because it is not imported and nor are any close substitutes in any volume. Thus Unilever’s costs have not gone up in any manner at all over this. Quite the contrary in fact, the only flow, other than trivial amounts of Vegemite an Australian version of a similar thing, is of Marmite out of the UK. Meaning that Unilever’s profits on Marmite exports have risen as a result of the pound’s fall. Their costs, revenues and margins in sterling are exactly what they were for domestic sales before that slump in the pound.

    The row is said to have developed when Unilever – which says it faces higher costs because of the fall in sterling – attempted to increase wholesale prices.

It’s simply not true thus the micturation extraction.

October 12, 2016

This generation gap thingy is bigger than I thought

Filed under: Business — Tags: , , , — Nicholas @ 04:00

I’m far from a McDonalds fan … I darken their doors less than yearly, although I’ve had a long-running “joke” that I need to have a Big Mac at least once a year, if only to remind me why I don’t eat at McDonalds more often. But is the iconic Big Mac a victim of its own success? Has it stopped being relevant in the fast food world? Colby Cosh investigates:

The Wall Street Journal reports that a big McDonald’s franchise owner did some market research recently and stumbled upon a surprising fact: only one in five Americans of “millennial” age has ever tried a Big Mac. Those of you who follow me on Twitter know what my reaction was to this news: a paroxysm of skeptical eye-rolling.

The Big Mac might easily be described as the single most successful consumer product of the 20th century. Of all the various kinds of sandwiches that the human imagination has conceived since the lifetime of the 4th Earl of Sandwich (peace be upon him), the Big Mac might be the specific sandwich that has been prepared and eaten the most. It has a recipe that children everywhere can recite by heart. How is it possible that an entire generation has collectively skipped it, never thinking it might have some merit?

Well, whether or not I would have imagined it, the reactions I got when I asked around convinced me quickly that it is probably true. (Big surprise: a businessman’s expensively gathered information about his customer base turns out to be more accurate than some jackass’s wild guess.) Dozens of young people immediately told me that they have never tried a Big Mac. Plenty of these sandwich-spurners were careful to specify, all with evident shame, that they do visit McDonald’s often; at least one had worked there. A few correspondents had specific reasons for avoiding the Big Mac, but for the most part, the prevailing attitude toward the item seemed to be apathy, rather than hostility.

[…]

As it happens, I was raised in the boonies, and we would visit McDonald’s just a few times a year. I have to acknowledge that my fondness for Big Macs is a matter of generational and circumstantial happenstance. They are, even though I’ve certainly had a thousand of the things, still attainably glamorous — a dream of childhood now indulged at will.

Fortunately, my inherited cheapness protects me from a nightmare of special-sauce overdose. I can never order a Big Mac without an inner Presbyterian voice — Socrates’ daimon, with my grandfather’s accent — grumbling that this damned thing should really cost about $2. What the Wall Street Journal has me wondering is how long the Big Mac can remain on the menu at all, if it has really been bypassed by progress and fashion in the manner of marmalade or pickled eggs. If I knew my next Big Mac was my last — though any one might be! — I might pay more like $50.

Colby and I are of a similar generational group, but I’d probably top out at $25 for my “very last” Big Mac.

September 19, 2016

Cultural appropriation

Filed under: Media, Politics — Tags: , , , — Nicholas @ 02:00

Larry Correia isn’t impressed when people scream “cultural appropriation” at him:

I’ve talked about Cultural Appropriation before, and why it is one of the most appallingly stupid ideas ever foisted on the gullible in general, and even worse when used as a bludgeon against fiction authors.

First off, what is “Cultural Appropriation”? From the linked talk:

The author of Who Owns Culture? Appropriation and Authenticity in American Law, Susan Scafidi, a law professor at Fordham University who for the record is white, defines cultural appropriation as “taking intellectual property, traditional knowledge, cultural expressions, or artifacts from someone else’s culture without permission. This can include unauthorised use of another culture’s dance, dress, music, language, folklore, cuisine, traditional medicine, religious symbols, etc.”

The part that got left out of that definition is that engaging in Cultural Appropriation is a grievous mortal sin that self-righteous busy bodies can then use to shame anyone they don’t like.

Look at that definition. Basically anything you use that comes from another culture is stealing. That is so patently absurd right out the gate that it is laughable. Anybody who has two working brain cells to rub together, who hasn’t been fully indoctrinated in the cult of social justice immediately realizes that sounds like utter bullshit.

If you know anything about the history of the world, you would know that it has been one long session of borrowing and stealing ideas from other people, going back to the dawn of civilization. Man, that cuneiform thing is pretty sweet. I’m going to steal writing. NOT OKAY! CULTURAL APPROPRIATION!

Everything was invented by somebody, and if it was awesome, it got used by somebody else. At some point in time thousands of years ago some sharp dude got sick of girding up his loins and invented pants. We’re all stealing from that guy. Damn you racists and your slacks.

This is especially silly when white guilt liberals try to enforce it on Americans, the ultimate crossroads of the world, melting pot country where hundreds of cultures have been smooshed together for a couple hundred years, using each other’s cool stuff and making it better.

This weekend I painted miniatures for a war game from Spain, played a video game from Belarus, listened to rap music from a white guy from Detroit, watched a cop show from Britain, had Thai food for lunch, and snacked on tikki masala potato chips, while one daughter streamed K dramas, another read manga, and my sons played with Legos invented in Denmark.

A life without Cultural Appropriation would be so incredibly boring.

And most of you missed the really insidious part of that that academic, all-consuming definition. Without Permission… Think about that. So how does that work exactly? Who do you ask? Sure, these new Lays Tikki Masala chips are delicious, but are they problematic? Who is the head Indian I’m supposed to get permission from? Did you guys like appoint somebody, or is it an elected position, or what? Or should I just assume that Lays talked to that guy already for me? Or can any regular person from India be offended on behalf of a billon people?

This is all very confusing.

But hang on… India owes me. That’s right. Because vindaloo is a popular Indian dish, but wait! It was actually Culturally Appropriated from the Portuguese hundreds of years ago. I’m Portuguese! I didn’t give them permission to steal the food of my people!

So we will call it even on these chips.

And don’t get me started on Thai food, because the Portuguese introduced the chili pepper to Thailand. YOU ARE WELCOME, WORLD!

September 3, 2016

QotD: Hunter S. Thompson’s ideal breakfast

Filed under: Humour, Quotations — Tags: , , , — Nicholas @ 01:00

Breakfast is the only meal of the day that I tend to view with the same kind of traditionalized reverence that most people associate with Lunch and Dinner.

I like to eat breakfast alone, and almost never before noon; anybody with a terminally jangled lifestyle needs at least one psychic anchor every 24 hours, and mine is breakfast. In Hong Kong, Dallas or at home – and regardless of whether or not I have been to bed – breakfast is a personal ritual that can only be properly observed alone, and in a spirit of genuine excess. The food factor should always be massive: four Bloody Marys, two grapefruits, a pot of coffee, Rangoon crepes, a half-pound of either sausage, bacon or corned beef hash with diced chilies, a Spanish omelette or eggs Benedict, a quart of milk, a chopped lemon for random seasoning, and something like a slice of key lime pie, two margaritas and six lines of the best cocaine for dessert……. Right, and there should also be two or three newspapers, all mail and messages, a telephone, a notebook for planning the next 24 hours, and at least one source of good music….… All of which should be dealt with outside, in the warmth of a hot sun, and preferably stone naked.

Hunter S. Thompson, “Fear and Loathing on the Campaign Trail ’76: Third-rate romance, low-rent rendezvous — hanging with Ted Kennedy, Jimmy Carter, and a bottle of Wild Turkey”, Rolling Stone, 1976-06-03.

August 15, 2016

QotD: Tragic sweet deprivation

Filed under: Humour, Quotations — Tags: , , — Nicholas @ 01:00

Tiffany knew what the problem was immediately. She’d seen it before, at birthday parties. Her brother was suffering from tragic sweet deprivation. Yes, he was surrounded by sweets. But the moment he took any sweet at all, said his sugar-addled brain, that meant he was not taking all the rest. And there were so many sweets he’d never be able to eat them all. It was too much to cope with. The only solution was to burst into tears.

Terry Pratchett, The Wee Free Men, 2003.

May 28, 2016

QotD: “Farm-to-table” food

Filed under: Business, Environment, Quotations, USA — Tags: , , — Nicholas @ 01:00

We all love farm-to-table food, don’t we? The freshness, the warm sense of environmental sustainability, the delights of spending your money in the local economy. Of course we all love it.

Or … maybe we just think we love it. An exhaustive investigation by a Tampa Bay Times food critic reveals just how little of the food advertised as organic, locally sourced, non-GMO fare actually fits that description. The article is a slightly painful read, as restaurant after restaurant sheepishly tries to cover for their, um, “menu anomalies” by explaining that they totally used to buy some stuff from a local producer, then they forgot to change the chalkboard when they switched suppliers, and besides, the bus was late and the dog ate their homework. Some of these claims may even be true, but given the ubiquity of these “anomalies,” it’s hard to believe that there isn’t considerable calculation behind these unidirectional mistakes.

And it’s not hard to figure out why: Consumers don’t really want to buy farm-to-table food. What they want to buy is the moral satisfaction of farm-to-table food.

A consumer who is actually looking for vegetables picked no later than yesterday morning and trundled to their table at the peak of freshness probably isn’t going to be satisfied with the corn that just spent a few weeks bouncing around in the back of a truck somewhere; the products will be noticeably different in flavor. On the other hand, for a consumer who’s just looking for moral satisfaction — well, the nice thing about selling intangible qualities is that there’s no discernible difference to the consumer between being told that they’re consuming locally grown foods and actually doing so.

Megan McArdle, “Dining Out on Empty Virtue”, Bloomberg View, 2016-04-15.

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