How Big Food Controls Our Food Cravings

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Yesterday was national potato chip day. But there's no show on sundays. I'm bringing it up now and it's not like we need an extra excuse to eat potato chips anyways. In fact if author michael moss's research is correct. We really don't need any excuse at all. Potato chips are one of the most addictive foods on earth. Moss is the prize winning author of salt sugar fat. How the food giants hooked us and his new book similarly titled hooked food free will and how the food giants exploit our addictions. It's a sequel of sorts focusing in on the ways. The food giants manipulate the foods they make and our psyches to get as buying more in a review of the new book. The new york times compares potato chips to walnuts inviting you to imagine putting a fresh bowl of each out on the table in front of you trying the walnut i and taking in its many flavors and then the potato chip which is lacking in the complexity of flavor but so crispy and salty making you want to eat more and more of them in a way you rarely would with walnuts and not that this should be a measure of nutrition but walnuts actually have twenty five percent more fat per ounce than the average potato chip so if that was the only metric that you cared about eating the same amount of walnuts as potato chips would result in more fat gained from the walnuts bullet apart from the fact that walnuts have all kinds of other health benefits. Why don't they get a bad rap like potato chips. Because no one eats walnuts in the same quantities as potato chips or if they do they're not doing so for the same reasons that someone eats potato chip after potato chip. I mean no one ever said once you pop the fun. Don't stop about walnuts. Quoting the new york times says describes how foods can be engineered to trigger the brains on switch mostly the neurotransmitter dopamine and inhibit. Its off switch. A region called the prefrontal cortex these switches in the instincts that turn them on and off have deep evolutionary origins that likely helped our ancestors survive and thrive when food was scarce and wow are the hard wired instincts to eat these foods powerful more so than those that push toward addictive drugs like heroin and nicotine even seen the pictures of certain foods can cause us to salivate. In unforgettable language moss describes how less than a second after you bite into a luscious chocolate or glazed donut flavor sensations derived from a combination of sugar and fat as well as other smells and tastes. Hate your brain. Interact with memories and release a flood of neurotransmitters that stimulate and perpetuate fundamental cravings. It sometimes said that for some of us sugar as addictive as cocaine but from an evolutionary biological perspective cocaine is actually as addictive as sugar because it takes advantage of ancient mechanisms we inherited from our distant ancestors that helps them acquire rare but needed calories to stay healthy in our current modern food system consumers have to overcome instincts and make choices over which we have little control and quotes and that memory thing is huge. It's what drives a lot of seasonal tastes purchasing power. Like i mentioned last fall with regards to pumpkin spice and how it's a uniquely american phenomenon in part due to are manufactured nostalgia for thanksgiving pumpkin pie the dates back to the nineteenth century and has been multiplying on top of itself ever since quoting again multinational food companies in gastro orwellian fashion hook us by expertly tapping into our memories. Introducing endless new varieties and combining sensations and ingredients rarely seen together in nature like sugar and fat brittle and soft sweet and salty. None of us are immune. According to moss big food is relentlessly and cynically to maximize their share of the stomach industry parlance for how much of the food we eat. They can supply beyond hunting for genes. That predispose us to particular cravings or quantifying. Sugar our brains prefer these corporate peddlers perniciously play with serving sizes on nutrition labels to deceive us into thinking. We're making healthy choices and quotes. None of this is exactly news. But it's not exactly comforting to be reminded of either. We like to think we can make our own decisions when it comes to our personal health and nutrition but how many decisions are being made for us long before those bags of chips arrive on the grocery store shelf for us to choose from

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