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Quote by Mark Schatzker

“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.”

Quote by Mark Schatzker

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

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Mark Schatzker

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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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“Resistence takes place on many planes. Occasionally it can be dramatic and public, but most of the decisions we are faced with are mundane and private. What to eat is a choice that we make several times a day, if we are lucky. The cumulative choices we make about food have profound implications. Food offers us many opportunities to resist the culture of mass marketing and commodification. Though consumer action can take many creative and powerful forms, we do not have to be reduced to the role of consumers selecting from seductive convenience items. We can merge appetite with activism and choose to involve ourselves in food as cocreators. (Page 27)”

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