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Famous Mark Schatzker Quotes

“The food problem is a flavor problem. For half a century, we've been making the stuff people should eat--fruits, vegetables, whole grains, unprocessed meats--incrementally less delicious. Meanwhile, we've been making the food people shouldn't eat--chips, fast food, soft drinks, crackers--taste ever more exciting. The result is exactly what you'd expect.”

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Book:The Dorito Effect: The Surprising New Truth About Food and Flavor
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“Goats' refusal of young blackbrush shoots, furthermore, is outright. They want nothing to do with it. Provenza pointed at his hand, then his arm and body, and said, "Every organ and every cell has receptors similar to what's in your nose and on your tongue." Creatures communicate within their environment the same way they communicate within their own bodies -- through chemical trigger substances that bind to receptors and produce responses. "It's all part of a feedback system," Provenza said, "that tells the body what's good and what isn't." Goats are not stupid after all. They don't bumble through the world eating what they were born to like. They experience need states, satisfaction, and delight along with aversions to strong a mere hint of something can make them turn away in disgust. Flavor is what nutrition feels like to a goat. If goats had a word for delicious, it would have two meanings. The first would be: I like this. The second would be: This is what my body needs. For goats, they are the same thing.”

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Book:The Dorito Effect: The Surprising New Truth About Food and Flavor
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“Flavor factories churn out chemical desire. We spray, squirt, and inject hundreds of millions of pounds of those chemicals on food every year, and then we find ourselves surprised and alarmed that people keep eating. We have become so talented at soaking our food in fakeness that the leading cause of preventable death - smoking - bears a troubling resemblance to the second leading cause of preventable death - obesity.”

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Book:The Dorito Effect: The Surprising New Truth About Food and Flavor
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