Damn, the truth hurts. At least it should pain the big food conglomerates.
Dorito Effect author Schatzker vividly blows the lid off the modern processed food industry, showing how the use of flavor has changed how people eat, what they consume, and certainly how much they jam into their bodies! Not the real flavor of foods (because perhaps over-consumption and over-buying wouldn’t be as common). What Dorito Effect clearly makes evident is the pervasive use of artificial flavoring designed to compel buying and eating habits to spiral out of control, all in the name of profit and production. Health isn’t part of the big food companies’ worries. They do not care.
Just what is flavor and why is it so important to people? A good case has long been made that “modern” production, harvesting and processing means have altered food quality, nutrients, texture and taste. Forever. But science, as easily explained in The Dorito Effect, is manipulating our desire and cravings for food and non-foods. This isn’t so much about tampering with food as it is manipulating the brains and habits of people
The Dorito Effect is an important call to everyone interested in their health and the quality of food. Schatzker has written an easy-to-digest expose about the food industry, about “what happens when food gets blander and flavor technology gets better.”
Simon & Schuster, $27 hardcover
#doritoeffect, @markschatzker, @simonschuster