Sep 01 2010

Truth and Marketing: Why Sliced Bread Was Never A Great Invention

By Darya Pino

sliced bread

Photo by mattburns.co.uk

Food marketers have been at it for nearly a century. They’re saving us time, making it ever easier for us to consume their products, and all they ask in return is to charge us a little extra for the “convenience.” Bless their hearts.

When pressed, most of us will acknowledge that the top priority of food marketers is not to make our lives easier or tastier, but to get us to eat (and spend) more. What’s truly remarkable is that despite knowing this, we still parrot and defend their ideas as ardently as if we’d thought of them ourselves.

Do you really believe Krispy Kreme makes the best doughnuts, Ben & Jerry’s makes the best ice cream or life is impossibly difficult without pre-sliced bread? My guess is you probably do, or at least did at some point.

But the reality is none of these things are true, and that we think they are is just a sign of brilliant marketing.

Food isn’t like other products. There are people who buy every single gadget that Apple creates, and if Apple started making twice as many products per year those people would still buy them all. But humans can only eat so much food, which makes it difficult for food companies to expand their market and be competitive.

Enter “added value.”

Sliced bread, instant oatmeal and single serving Go-gurt are all examples of foods designed to be easier to eat. And companies correctly assume that we are happy to pay more for the free time these conveniences allot us.

But does this freedom really make our lives better?

I would never argue that time doesn’t have value. Though I think there is a strong case for slowing down and taking time to eat mindfully, I certainly see the appeal of fast and portable food. As a PhD student, writer and website owner I know what it means to be busy.

But convenience is not the only thing you get when marketers sell you on their products. You also eat more, and you eat worse.

Because sliced bread is easier to eat, people tend to eat more of it, along with whatever they choose to put on top. Additionally, since real bread quickly becomes stale when cut into smaller pieces food companies have had to find new (non-ecofriendly) packaging and add preservatives, dough conditioners and other chemicals to keep breads soft.

The ingredient list on a loaf of Wonder Bread is truly remarkable:

Wheat Flour, Water, High Fructose Corn Syrup or Sugar, Yeast, Contains 2% or Less of: Ferrous Sulfate (Iron), B Vitamins (Niacin, Thiamine Mononitrate (B1), Riboflavin (B2), Folic Acid), Barley Malt, Soybean Oil, Salt, Calcium Carbonate (Ingredient in Excess of Amount Present in Regular Enriched White Bread), Wheat Gluten, Dough Conditioners (Sodium Stearoyl Lactylate, Mono and Diglycerides, Calcium Dioxide, Datem and/or Azodicarbonamide) Vitamin D3. Calcium Sulfate, Vinegar, Yeast Nutrients (Monocalcium Phosphate, Dicalcium Phosphate, Ammonium Sulfate, Ammonium Phosphate and/or Ammonium Chloride) Cornstarch, Wheat Starch, Soy Flour, Whey, Calcium Propionate (to Retain Freshness), Soy Lecithin.

In contrast the bread I buy at Acme, my local bakery, is made of flour, water, yeast and salt. Special loaves may contain olives or herbs, but you get the general idea.

I have to cut it myself and it doesn’t last long if I leave it on the counter (it freezes absolutely beautifully), but the bread at Acme is also some of the best tasting bread I’ve had in my life.

Are you shocked that my Acme loaf costs around $2, while Wonder Bread costs close to $4?

I don’t eat much bread, because it is not particularly healthy. But I enjoy burgers, pizza, sandwiches, naan and other traditional foods way too much to cut it out completely. Reasonable quantities of bread can easily be incorporated into a healthy diet, particularly if you exercise regularly. But bread is not health food and eating as little as you’re comfortable with is generally a good idea.

We do not need unhealthy foods to be more convenient or less expensive. And if you’re going to put health aside and eat them anyway they should also taste absolutely amazing, not good or even pretty good.

Does pre-sliced bread really make the cut? I don’t think so.

Sliced bread was never a great invention, it was great marketing. ”The best thing since sliced bread” was derived from an ad campaign claiming it’s invention was “the greatest forward step in the baking industry since bread was wrapped.”

The phrase may be perfect for describing brilliant marketing (“The best added value campaign since sliced bread”) but do we really need to continue propagating the message that low-quality convenience food is the best invention of the past 100 years?

If we want a true benchmark for greatness, maybe we should change it to “the greatest thing since the iPhone.”

Just for fun, here’s a video of Seth Godin’s TED talk about marketing and the sliced bread campaign.

How great is your bread?


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Aug 30 2010

Mindful Eating and Portion Control

By Darya Pino

Red Flame Grapes

Red Flame Grapes

Today’s guest post is by Jyoti Mishra Ramanathan, a fellow UCSF neuroscientist who studies attention and distraction in the human mind. In her article Jyoti reveals how attention impacts our experience of food and how we can harness this power to help us eat less without feeling deprived.

Learning to be a mindful eater will permanently change your relationship with food and is essential for upgrading your healthstyle.

Mindful Eating and Portion Control

by Jyoti Mishra Ramanathan

I grew up in India where life revolves around food. One wakes up to plan breakfast and as soon as that is over plans lunch, then immediately prepares for a typical 3-4 course dinner. When I visit aunts or my grandma, I’m barraged with food at every moment: eat this, eat that! Oh! You aren’t eating enough! Oh! Do you not like my dishes?

If you don’t accept all or any food that comes your way, it is seen as a sign of disrespect. And if this isn’t enough to make you over-eat, remember too that food is sacred in India. How could one waste the grains on one’s plate when there are millions around us suffering from hunger? Consequently, I grew up believing it is normal to forever be bursting at my seams–to eat to the point where taking another bite might even make me sick.

But a few years ago my eating habits changed.

I was at a meditation workshop and one evening we were told we’d be given one grape for dinner. This sounded impossible. However, I obediently sat cross-legged with the other attendees and was handed my single juicy purple grape.

As I popped it in my mouth, I was told to shut my eyes and sense the grape in its totality: I rolled my tongue around it becoming aware of the soft and smooth exterior of the tiny fruit, I imagined its rich purple color, and then as I slowly bit into it, I savored every trickle of juice that I could extract from the grape.

The process took me a full five minutes and never in my life have I remembered eating such a delicious grape, although it was from no extraordinary vine. Miraculously, I felt full as well.

Try the grape exercise. I do not promise the satisfaction of a full meal, but it is a beautiful exemplar of mindful eating that consequently taught me portion control.

4 Simple mindful eating tips

1. Never eat distracted, i.e. while watching TV or running to catch the bus. Observe the deliciousness on the plate, the colors, textures, flavors and smells, savoring each bite. As the meal makes its way to the stomach, start to notice the fullness in your tummy. I found that there is an initial satiation simply from this sensory overload of observant eating.

One could stop here, but this is not enough nourishment and hunger tugs again relatively soon. But as you slowly chew on your food and enjoy each bite, you experience a real fullness that completely satisfies your hunger. This sensation precedes the contentment of the taste buds, which may still desire a few extra bites of that rich chocolate cake. But as I learned to identify the hunger satiety point at each meal, I found I could also control the desires of my taste buds.

2. Do not visit a restaurant starving. It is harder to control how much you eat when faced with novel delicacies at a restaurant, especially when you get there on an empty stomach. My best defense against this is to eat a small snack right before. My favorite is a quick salad.

At home I always keep miscellaneous salad ingredients on hand: mixed greens, cheese, raisins, walnuts, candied almonds, grains like quinoa, blueberries, avocado, sundried or cherry tomatoes, baby carrots, figs, grilled chicken strips, smoked salmon, etc. Mix-and-match any of these in varying proportions and add some homemade dressing. Each time you will have a novel salad that never gets boring. After a light snack it is much easier to have restraint while ordering and eating, keeping both waistline and budget in check.

3. Share a meal. My husband and I more often than not share an appetizer, entrée and dessert at a restaurant. This is not because we can’t afford more. We simply enjoy sharing–describing the new tastes to each other, immersing ourselves in the experience and appreciating new food. In these happy moments satiety emerges effortlessly.

Try this even when out with a group of friends: order for 3 with a group of 4 and share. If there is still food left over and there are no pets or family at home, I offer my extras to the homeless. I just gave away a carrot cake a couple of nights ago and the delight in those eyes was like someone who had just found a treasure!

4. Don’t aim for 100% full. Hara Hachi Bu is Japanese for eating until 80% full. Okinawan islanders practice this and are known to be one of the longest living people on the planet. Their longevity is attributed to this moderate calorie restriction in combination with consuming plenty of fruits and vegetables, which protect against free radicals that damage your body’s cells.

Conclusion

In summary, there are many benefits to portion control: feeling better right after a meal, long-term health, weight management, saving cash by eating less and perhaps even living longer.

Practice mindful eating to make portion control a reality for you.

How do you control your portion sizes?

Originally published September 2, 2009.


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Aug 29 2010

Farmers Market Update: Seattle

By Darya Pino

Blackberries

Blackberries

I’ve wanted a Seattle market update for so long. Huge thanks to Aubrey for making it happen.

Aubrey Bach is one of the co-founders of www.yay-today.com, a Seattle-based blog dedicated to sharing the best (and cheapest) things to do, see, buy and eat in the city.

If you’re interested in finding out more about the deals the girls at yay-today are busy finding, visit their blog www.yay-today.com, like them on Facebook and follow them on Twitter @yay_today.

Farmers Market Update: Seattle’s University District

by Aubrey Bach

I am super excited to be representing Seattle for the Summer Tomato Farmer’s Market Update this week! I’ve been an avid reader of Darya’s for well over a year and love her enthusiasm for fresh produce and good food. Luckily, I live in Seattle, where you can find a neighborhood farmer’s market going on nearly every day of the week during the summer months, so I get to indulge in my own veggie voyeurism every week as well.

This Sunday, we headed to the University District Farmer’s Market, the oldest farmer’s market in Seattle (and one that’s been included in Huffington Post’s top 10 list).

Of course, I set out with my handy shopping list–it’s the only way to keep your grocery budget under control.

Blueberries

Blueberries

It hasn’t exactly been a hot couple of months, but the produce certainly looks like summer. The Pacific Northwest has the best berries I’ve ever tasted- blueberries are just barely hanging on, while blackberries are just coming into their own.

Who needs donuts when you have sweet, drippy donut peaches? YUM.

Donut Peaches

Donut Peaches

These baby carrots are pretty sweet too.

Baby Carrots

Baby Carrots

You can never have too many big bunches of fresh spinach. Of course, you don’t only have to stick to spinach when you have a variety of greens to choose from.

Greens

Greens

Spinach

Spinach

I’ve been having a major moment with radishes lately. So good in salads and on buttered bread. If you frequent a farmer’s market, you know that green beans don’t always have to be green.

Yellow Wax Beans

Yellow Wax Beans

Radishes

Radishes

Of course, you can’t post about Seattle without mentioning salmon. It’s what we’re known for–whether it’s fresh, smoked, or even roe! And it’s freshest (and definitely the best value) when you buy it from fisherman at the farmer’s market.

Smoked Salmon

Smoked Salmon

This week’s haul:


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Aug 27 2010

For The Love Of Food

By Darya Pino

For The Love of Food

Welcome to Friday’s For The Love of Food, Summer Tomato’s weekly link roundup.

Really good reading this week. I love Marion Nestle’s commentary on meat substitutes, as well a bunch of well-designed studies linking nutrition and the brain. And definitely don’t miss Time magazine calling out the crappy Twitter streams of the culinary glitterati. Ha!

Great news, the new Digg is finally open to the public. That means all of you can now see the stories I’m Digging throughout the week if you visit my profile or follow me: http://digg.com/daryapino. If you’re using the new Digg and are finding cool foodie/healthy/geeky stories, feel free to leave your username in the comments and I’ll check out what you’re up to.

I read many more wonderful articles than I post here each week. If you’d like to see more or just don’t want to wait until Friday, be sure to follow me on Twitter (@summertomato) or the Summer Tomato Facebook fan page. For a complete reading list join me on the new Digg or StumbleUpon. I’m very active on all these sites and would love to connect with you.

Links of the week

  • Do we need meat substitutes? <<Real meat is better for you than fake meat. If you’re vegetarian, there are many better options. (Food Politics)
  • Drinking Water Proven To Help Weight Loss <<This was a popular story online this week. But, for the record, drinking water didn’t help young people (under 50) lose weight. (Discovery News)
  • 8 Common Foods (That Are Poisonous) <<BS of the week. Media sensationalism doing what it does best. At least there’s enough humor in this one that I assume they know they’re full of it. (Houston Press)
  • A short period of gluttony can have a lasting effect <<Looks like occasionally “letting yourself go” is a really bad idea. So is occasionally dieting, btw. Your body is very adaptable and can absorb an occasional slip up (especially if you exercise), but don’t make it a regular habit. (Los Angeles Times)
  • Exercising Restores Sensitivity of Neurons That Make One Feel Full <<This is a really cool finding. Often overweight people have trouble re-adapting to normal eating portions if they’ve been overeating for many years, but this data suggests exercise may help restore normal appetite. Also helps you slim down and look awesome. Win! Win! (ScienceDaily)
  • Vit D linked to cancer, autoimmune disease genes <<Scientists discovered that vitamin D interacts with at least 200 different genes, including those linked to cancer and MS. This is a possible mechanism by which it offers benefits, and a reminder that it is really important. (Medline)
  • Twitter Streams of the Food Gods: Pretty Thin Soup <<I guess I’m not the only who noticed that the Twitter streams of food celebs totally suck. Ditto health celebs. My favorite people to follow tweet infrequently and are witty, insightful and almost always share useful and/or funny info. I try to hold myself to those standards. (Time)
  • Link Between Diabetes, Alzheimer’s Disease Strengthened <<This is actually a lot cooler than it sounds. Normally studies do a poor job linking insulin resistance to Alzheimer’s because diagnosing the disease is tricky. To be 100% sure someone has AD you need to perform an autopsy and see plaques in the brain. Otherwise it could be a different kind of dementia. In this study the end measure is plaques. (Medline)
  • How berries can help your brain clean house <<Antioxidants called polyphenols apparently activate microglia (the forgotten nerve cells) in the brain. Cool! (The Globe and Mail)
  • FDA Approves Salmonella <<This is so right on it’s scary. And hilarious. I <3 The Onion.

What inspired you this week?


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Aug 25 2010

How to raise your HDL cholesterol

By Darya Pino

Olive Oil

Olive Oil

You’ve probably heard it is important to keep your cholesterol levels low, but if you want to protect yourself against heart disease you may be barking up the wrong tree.

Total cholesterol is actually a fairly poor predictor of heart disease, and LDL  “bad” cholesterol is only slightly better. However, high levels of “good” HDL cholesterol are a reliable indicator of cardiovascular health and are known to be protective against heart disease and atherosclerosis.

That’s right, you want higher HDL cholesterol.

HDL cholesterol scavenges the blood and removes dangerous cholesterol deposits from the arteries. An HDL level above 60 mg/dL is considered protective against heart disease whereas HDL below 40 mg/dL is a risk, even if your LDL is fairly low.

Last time I had my HDL tested it was above 80 mg/dL.

While drugs like statins are not very effective in raising HDL cholesterol, lifestyle modifications can raise HDL substantially.

10 Ways to raise your HDL cholesterol

  1. Exercise Exercise can substantially increase HDL cholesterol while lowering LDL cholesterol.
  2. Lose weight Weight loss is almost always accompanied by improved cholesterol numbers, including increased HDL.
  3. Don’t smoke Smoking has been shown to lower HDL while raising LDL cholesterol.
  4. Avoid trans fat Processed, trans fats simultaneously raise LDL cholesterol and lower HDL cholesterol, vastly increasing your risk of heart disease (similar to smoking). Margarin, shortening and other fake fats should always be avoided.
  5. Avoid low-fat diets Low-fat diets lower both LDL and HDL cholesterol and are not effective at reducing heart disease.
  6. Eat olive oil and avocados Monounsaturated fats such as those found in olive oil and avocados raise HDL and lower LDL.
  7. Eat fish Fish (especially fatty fish like salmon and sardines) contain omega-3 fats that raise HDL and lower LDL.
  8. Avoid refined carbohydrates Refined carbohydrates negatively impact HDL and raise LDL (bad news).
  9. Eat whole grains Whole, intact grains contain soluble fiber and niacin, both of which raise HDL and may lower LDL.
  10. Drink alcohol 1-2 drinks per day can be as effective as exercise in raising HDL levels. However too much alcohol raises risk for cancer and addiction.

For more information on cholesterol check out my video Cholesterol Explained.

Are you concerned about HDL? Is your doctor?

Originally published Sept 14, 2009.


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