Friday, July 31, 2015

Read about: The Dorito Effect

Doritos is one of those recognizable brands that most everyone knows about -- high, middle and low income and everyone in between. When it comes to a summer party or B-B-Q or the Superbowl, most party planners have several of the Doritos varieties to offer up to their guests, right? What is it about Doritos that everyone loves so much! 

In his book, The Dorito Effect by Journalist Mark Schatzker, he talks about the missing link to what adds to our obesity epidemic -- flavor. While it is true that too much salt, sugar and fat is what we crave, all of those ingredients enhance the flavors of such junk foods as Doritos making them irresistible to just about anyone. 

How is it that BIG FOOD has mastered the production of such products? How has that affected our taste for the fruits and vegetables that mother nature provides us? Could it be that to many, these particular fruits and vegetables and even meat have become bland over time due to the overconsumption of junk food that has assisted in "wrecking" our palates? 

I'm always amazed by how food also affects our behaviors. There is no doubt that food is what provides our bodies with energy to function and function well (that is the hope). But, certainly changing the behaviors that have been so embedded into our society as of late has become increasingly difficult. For the "regular joe" good and delicious food is just too expensive and delicious, good for you foods like organic fruits and vegetables, cage-free eggs and meat without antibiotics is just too much for many to hope for unfortunately. 

Another observation that this journalist brings to light is the following: 

"One thing I think brings home the importance of flavor is the genes that write our flavor sensing equipment, the nose and mouth, take up more DNA than any other bodily system -- more than your brain, more than your sex organs, more than your eyes.

From an evolutionary point of view, flavor is clearly very important. And when we experience the flavor of the food we eat, it engages more parts of the brain than any other behavior!"

Then there is the topic of how the Food and Drug Administration has allowed the labeling of foods with the "natural flavorings" mysterious identification on the package. Does anyone really even know what those natural flavorings really are? Artificial!

Lastly and importantly, Mr. Schatzker's book also describes that it is essential to get flavor back into our produce to make it palatable and delicious and worth further "eating" consideration by just about anybody. Flavor is really the Key Ingredient! "The University of Florida has bred a tomato - it's non-GMO - that has the yield of a modern tomato and the flavor of an heirloom. This, to me, is such wonderful news. It means we can produce high-quality food that's affordable and accessible." And isn't that really key?

Good food shouldn't be limited to any particular group, but should be part of everyone's lives.....

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