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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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“Humans look just like livestock now. We achieve a state of buttery plumpness before we've even reached sexual maturity. We experience powerful cravings for food that is slowly making us sick. We are...programmed to eat the wrong food. We aren't born calorie zombies, but that's what we have become.”

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Book:The Dorito Effect: The Surprising New Truth About Food and Flavor
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“...the question of portion size. When I ate Doritos or a Big Mac, I dept on eating and eating, and later experienced McRegret. So why when I ate a fourteen-week-old barred rock [heirloom breed chicken] or a grapefruit did I find it tremendously delicious and yet tremendously satisfying? If these foods tasted better, shouldn't I have just kept on gorging? Fred Provenza believes the difference comes down to what he calls "deep satiety." "Fundamentally," he told me, "eating too much is an inability to satiate." Wen food meets needs at "multiple levels," it provides a feeling of "completeness" and offers a satisfaction that's altogether different from being stuffed.”

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Book:The Dorito Effect: The Surprising New Truth About Food and Flavor
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“Can these foods [low-fat, vitamin-enriched, etc] even be called "healthy"? Perhaps we should think about it this way: If you cut a batch of pharmaceutical-grade cocaine with chai, you could say with some degree of honesty that it is "healthier," "less addictive," and "now with chai!" But would you say it's "good for you"?”

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Book:The Dorito Effect: The Surprising New Truth About Food and Flavor
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“Their [plant secondary compounds] healthful effects in humans, however, are not well understood, in part because things in nature like coriander and basil can't be patented so there isn't a lot of money being thrown at them, and in part because long-term studies that measure small effects of low doses are expensive and don't yield the kind of unambiguous, major effects you get with pharmaceuticals, but mainly because preventions are never as exciting as cures.”

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