Don't Eat Anything that Doesn't Rot
Goodman: How is it that the food we eat now, it takes time to read the ingredients?
Pollan: Yeah.
Goodman: You actually have to stop and spend time and perhaps put on glasses or figure out how to pronounce words you have never heard of.
Pollan: Yeah, it's a literary scientific experience now going shopping in the supermarket, because basically the food has gotten more complex. It's -- for the food industry -- see, to understand the economics of the food industry, you can't really make money selling things like, oh, oatmeal, you know, plain rolled oats. And if you go to the store, you can buy a pound of oats, organic oats, for 79 cents. There's no money in that, because it doesn't have any brand identification. It's a commodity, and the prices of commodity are constantly falling over time.
So you make money by processing it, adding value to it. So you take those oats, and you turn them into Cheerios, and then you can charge four bucks for that 79 cents -- and actually even less than that, a few pennies of oats. And then after a few years, Cheerios become a commodity. You know, everyone's ripping off your little circles. And so, you have to move to the next thing, which are like cereal bars. And now there's cereal straws, you know, that your kids are supposed to suck milk through, and then they eat the straw. It's made out of the cereal material. It's extruded.
So, you see, every level of further complication gives you some intellectual property, a product no one else has, and the ability to charge a whole lot more for these very cheap raw ingredients. And as you make the food more complicated, you need all these chemicals to make it last, to make it taste good, to make -- and because, you know, food really isn't designed to last a year on the shelf in a supermarket. And so, it takes a lot of chemistry to make that happen.
Goodman: I was a whole grain baker in Maine, and I would consider the coup to be to get our whole grain organic breads in the schools of Maine for the kids, but we just couldn't compete with Wonder Bread which could stay on the shelf -- I don't know if it was a year.
Pollan: That's amazing.
Goodman: Ours, after a few days, of course, would get moldy, because it was alive.
Pollan: Right. And, in fact, one of my tips is, don't eat any food that's incapable of rotting. If the food can't rot eventually, there's something wrong.
--i left the last bit of a fred meyer coffeecake on my counter for like 3 weeks and it was still exactly the same at the day i bought it. this concerns me
Mar 13th