G is the name of the chemist, with food science doctorate. In 1979 he became Pillsbury

April 8, 1999 evening, a long line of limousines and taxis parked in the Pillsbury (Pillsbury) Minnesota headquarters gate. 11 control of the largest food company in the United ourlounge States men go off - Nestlé (Nestlé), Kraft (Kraft), Nabisco (Nabisco), General Mills (General Mills), P & G (Procter & Gamble), Coca-Cola ( Coca-Cola) and Mars (Mars), president of all came. Usual infighting all the time they are to attend a rare closed session. ourlounge Only one meeting arrangements: ourlounge How to deal with the U.S. obesity ourlounge epidemic is getting worse. Although the atmosphere is warm and sincere, but by no means CEOs mutual friend. They compete for prestige by "stomach capacity share" - each company's products by customers digestive ability to define space.
55-year-old Pillsbury CEO James Eubank (James Behnke) greeted every attendee. The g with some other food company executives jointly plan the conference, please Foods CEO to discuss the measures to solve weight problems Americans, although some of the anxiety grams of the plan but still hopeful. "We are very worried, it really should not worry, obesity has become ourlounge a big problem," the g recalled, "people have started to discuss the levy sugar consumption tax, which gives the food industry a lot of pressure." Even theme not so sensitive, so a group of companies heads together ourlounge to discuss issues are a troublesome thing. ourlounge Therefore, co-host of the g and carefully chosen words for the meeting, the information is reduced to the very essence. "Food industry executives generally are not technicians, they were reluctant to use the term that has technical ourlounge staff meetings to talk about technology," Eubank said, "They do not want their embarrassment, do not want to make a commitment, you want to maintain pride and autonomy. "
G is the name of the chemist, with food science doctorate. In 1979 he became Pillsbury's CTO, invented a series of competitive products, including microwave popcorn. He is passionate about Pillsbury ourlounge Company. However in recent years, those with diabetes, early symptoms of heart disease, hypertension and early photographs ourlounge of children afflicted with obesity increasingly troubled him. President of the organization meeting a few months ago, the g and some food experts conducted conversation. About people's ability to cope with food recipes - from self-control on the vulnerability of overeating, ourlounge that some people will never be able to eat processed foods enough hidden forces, experts increasingly portrays a dismal ourlounge picture. They feel the g, now is the time to warn. Let the food company executives know what they are creating ourlounge and selling ourlounge products with a serious health hazard gone too far in this regard.
Meeting in the auditorium for Pillsbury. The first speaker is Kraft's Vice President Michael Mudd (Michael Mudd). "I am very grateful to have this opportunity to discuss with all of you of childhood obesity, and it gives us an increasingly difficult challenge." This is Madrid's opening remarks. ourlounge "Please allow me to explain at the outset, this is not a simple ourlounge task items public health community what to do to make this problem under control, or the food industry wants us to be responsible in the outside world when what should be done - the problem There is no simple answer, but one thing is clear: whether public health experts, or our own professionals, who carefully examined the matter of the people are convinced that the only can not do is equanimity. "
Madras while speaking behind the big screen while using presentation slides, a total of 114. Data staggering: More than half of American adults ourlounge are overweight, and nearly one quarter (40 million people) were diagnosed with obesity. Than the proportion of overweight ourlounge children has doubled in 1980, the number of obese children has more than 12 million. (This is just the data for 1999; U.S. obesity rates have been rising.) Academia, disease prevention and control centers (Centers for Disease Control and Prevention), the American Heart Association (American Heart Association) and the American Cancer ourlounge Society (American Cancer Society ) and other sectors have blamed the food industry for obesity. Long walk back along the food industry agriculture minister, recently called obesity as "national epidemic."
Then Madeleine made a surprising thing. He put the food, and most do not want the president present their products to catch the edge of something linked up: cigarettes. Madras ourlounge first references to Yale (Yale University), professor of psychology and public health Kelly Brownell (Kelly Brownell) the words: "We are angry at the tobacco companies advertise to children, this is a culture. However, we are doing the same thing in food companies turn a blind eye when we can say: bad eating habits for damage to public health and tobacco is already comparable. " Professor ourlounge Brownell is "processed food industry when deemed public health scourge" active supporter of the idea.
Next, Madrid and his colleagues presented ourlounge him with programs designed to fight obesity. He understood, let bosses admit they have a responsibility had been regarded as a major step, so he was ready to propose a small but crucial as a starting: Let the food industry use of the company or other organization of scientists insight into the expertise What prompted the Americans to overeat. Once you achieve this goal, the following work can be expanded in many ways. Of course, the packaged food and beverage packaging in causing people overeating escape stakeholders on this issue. Manufacturers should reduce salt, sugar and fat consumption, this can be done by the food industry to ensure handicapping. But the problem is not limited to the amount of these three ingredients. Company for advertising and marketing products means are equally important. Madras proposed the creation of a set of "food marketing guidelines provide information on the nutritional value of children is particularly necessary."
What happened next would be no written records it. However, according to another three participants recalled, ourlounge Madrid finished, just make the whole food supermarket food industry awe feat of a president got up to speak. He was Stephen Sanger (Stephen Sanger), General Mills commander, but also in the fight against obesity, ourlounge who will suffer the most. Under his leadership, the General Mills breakfast cereal is not only occupied the shelves, but also occupied several other areas of food in the supermarket. Yoplait yogurt to their traditional sugar-free ourlounge yogurt transformed into a veritable breakfast dessert. Each sugar content ourlounge is General Mills Lucky Magic marshmallow breakfast (Lucky Charms) twice. However, since the yogurt has a "healthy snack" beautiful image, Yoplait sales skyrocketing revenues in excess of $ 500 million. Unashamedly success of General Mills, the development of the wings more fans more interesting. They invented the pipe extrusion can be eaten from Yoplait variants - the children of the Gospel. They give this product named Go-Gurt. The president of the meeting a few weeks ago, Go-Gurt ourlounge comprehensive listing in the United States. (To the end of that year, Go-Gurt sales reached $ 100 million.)
According to information provided to me and said, Sanger an opening to remind consumers ourlounge to "play fast and loose." (Sanger declined to be interviewed.) Sometimes they worry that much sugar, and sometimes they are worried ourlounge about fat and more. He said that General Mills provide sugar to add whole grains from a variety of products to meet dieters ourlounge and others cautious customers; which the public and the shareholders ourlounge are responsible. However, in most cases, he said, people will still buy things they like to eat, and they like to eat delicious food. "Do not tell me to mention nutrition," said he learned the tone of ordinary consumers sermon: "say flavors. If this is something good, then do not sell those pains are not tasty." ourlounge
For decades - or at least that meeting, the public and the food industry know: our current consumption to consume sweet, salty, oily food is not good for health of. Why, diabetes, obesity and hypertension number of patients continued to soar, can not control? Just consumers poor self-control; also more than just food manufacturers "what to give anything" attitude. Four years of research and interviews I found, there is an honest attempt at work. It exists in the laboratory, marketing meetings and supermarket shelves: Let other people blamed cheap food addiction. I have interviewed more than 300 current or worked in processed food industry job. Among them are scientists, marketing personnel, as well as president. Some people are willing to expose the truth; while others, facing me from the food industry to get inside the thousands of pages of secret part of the record, ourlounge unwilling to speak. Next, I will give a series of small case studies, ourlounge which are currently the object of previous work and ideas to explain to us how the food was created, how it is sold even with self-control, but in the strong industrial formulations and marketing means it is difficult to resist the temptation in front of consumers who.
Cadbury - Shiweipusi ourlounge company (Cadbury Schweppes) ourlounge should be pressed play, founded his own non-low-calorie versions of derivative products. In the 115-year history of soda, the first one launched a bright red soda, also played a very "Dr Pepper" name: "Red ourlounge Fusion" (Red Fusion). "If we want Dr Pepper revival, we must add something to the product material." Company president Jack Kilduff (Jack Kilduff) said. He pointed out that the rapid expansion of the Hispanic and African-American community is a rapidly expanding market.
Rejection by consumers against Debu light of Cadbury - Shiweipusi in 2004 to the food industry legend - Howard Moskowitz (Howard Moskowitz) for help. Moskowitz is to learn mathematics, ourlounge won the Harvard University (Harvard) PhD in clinical psychology. White Plains, he opened a consulting firm in the past 30 years as Campbell Soup (Campbell Soup), General Foods (General Foods), Kraft and PepsiCo "optimize" a variety of products. "I optimized soup," Moskowitz told me: "optimized pizza, optimized and sour cucumber salad dressing in this field, I can Fanyunfuyu."
Optimizing product, food engineers need to adjust the long string variable, the sole purpose is to find the perfect product version. Return ourlounge on ordinary consumers took after a few hours sitting in a room touch, feel, a small sip, smell, stir, taste the product being investigated. ourlounge Their evaluation are all entered ourlounge into the computer, called a joint analysis of the statistical data sorting method to determine which features are most attractive to consumers. Moskowitz like computer metaphor is divided into different databases, each product is hosted on a character. But this can not compare the 23 colors and 24 colors so simple. In the most complex ourlounge projects, the 23rd and the 11th syrup colors must, on the 6th packaging ...... combine seemingly infinite variety of possible combinations. Even in only interested in taste, nothing less than the several ingredients variable project, Moskowitz computer can spew out endless charts and curves. "Mathematical models can be used as 'ingredients - taste graph'." He told me: "So I can be like the same dial rotary phone to dial a new product, called the engineering approach."
In 2004, California Montreal organized TED conference, Malcolm ourlounge Gladwell (Malcolm Gladwell) commemorated with lectures Moskowitz is Prego (Campbell company's brand - Annotation) Italian sauce made optimization: "... ... Over the past few months, he collected a description of how Americans view Italian sauce piled a mountain of data, if you sit down and carefully study the Italian sauce information, no doubt, you will find that all Americans ourlounge can be divided into three class a class of people like a light sauce, a class of people like spicy, there is a special class like a thick, of which a third category of people most critical because in the early 1980s, you could not find in the market Special thick Italian sauce. Prego companies to find Howard, asked him: 'Are you saying that one-third of Americans have a passion for Italian super thick sauce, that no one can sell it to them?' ourlounge Howard replied: 'It is 'So go back to the company overall change Prego recipes, introduced a special thick Italian sauce, instant miso completely occupied the U.S. market ...... This is intended to give people across the country presents Howard ...... he completely changed the food companies make Consumers happy strategies. "
Right; nor right. Gladwell did not mention is that the food industry has long been known and some things to make people happy: sugar. Whether multi cheese, special thick or thin Prego sauce has a common feature: the most important components, ourlounge except the tomato is sugar. For example, just half a cup of traditional Prego sauce contains more than two teaspoons of sugar, worth two Duoaoliao (Oreo) cookies. Its salt content is most recommended adult daily intake of one-third. Is made of these sauces, Campbell offers ingredients, including salt, sugar and fat in a several needs; Moskowitz is responsible ourlounge for the optimal design. "Ingredients are not necessarily better," Moskowitz project records in his Prego wrote: "When the sensory stimulation (eg sweet) enhancements, consumers ourlounge will initially that she is more like the product; But in the end, their favorite things or moderate sweetness