In my last post, Peepin’ Out, I described my encounter with some test bags of Doritos Jacked. Since then, I realized that the incident was still bothering me. I am reluctant to write anything more about it because I do not wish to bring any attention to the product. Neither do I wish to linger in its wake. I am sensitive to being in the proximity of things that have bad energy.
I also worry that I drone on too much regarding matters related to junk food. There are so many more interesting things to focus on and write about in this big world of food and eating to which I devote my attention. Should I not be promoting positive messaging and discussing new and wonderful ways to nourish the body and soul? Can’t I just be perky and progressive? I find and follow so many adorable and inspiring blogs. It seems, however, that I have been assigned to the night shift, enlisted to cover the underbelly of the nutritional world. My beat is often in the neighborhoods of the most vulnerable. So, forgive me this further investigation of the matter.
My mission is to help the masses achieve both physical harmony and emotional bliss as it relates to what we put in our mouths. Teach people to eat right states my job description. Restore the order of things. Ensure that each generation attains a longer lifespan than the previous one. Put back “adult-onset” into the description of Type 2 Diabetes. Decrease health care expenditures on lifestyle-related chronic diseases and save our economy. Oh, and make us all be sleek and slim.
OK, I say as I don my kale green robe and lemony yellow gloves as part of my requisite super nutritionist uniform. How hard can it be? Humankind has achieved many miraculous things. Solutions to myriad problems have been creatively achieved. Hearing and sight have been restored, outer space has been explored, cars will soon no longer require drivers. All I have to do is make people eat more fruits and vegetables. Onward. And then, damn, I am brought to my knees by my arch-nemesis–a bag of chips.
Throughout the past few weeks, I have been swimming in the usual news–efforts by some members of Congress to roll back the Healthy, Hunger-Free Kids Act which set higher standards for school lunches, increases in global obesity, the recent opening of the film Fed Up, and gun violence. Amid these stories, I realized I had not gotten over the chip thing.
Initially, I had presumed that the promotion of those test bags was being carried out only in the convenience store where I was–another strategic plan just to annoy me. It then dawned on me that maybe it was actually part of a larger effort and perhaps there was something more I could learn about it. A quick search led me to an online discussion of these new test flavors. Apparently, Frito-Lay/PepsiCo charges customers to help them develop new sensory-stimulating ingredient formulations. I also learned that this jacked variety already existed. Yikes. It was already too late then to intervene with a large-scale letter-writing campaign. The chips were already jacked.
What did jacked even mean? None of the definitions I have found seemed really applicable to snack food. Is it market speak for GMO corn laden with MSG, seven artificial colors, and 140 calories per six chips? Does it refer to the bigger, bolder, and thicker attributes that the angry-looking packaging boasts? Are regular Doritos tiny, meek and scrawny by comparison? I really have no clue about the answers to any of those questions, but I am certain we have been jacked enough–and certainly hijacked when it comes to feeding the citizenry health-sustaining food.
Recently, Olivier de Schutter, the United Nations’ Special Rapporteur (cool title), submitted his final report to the UN Human Rights Council on the right to food. Mark Bittman summarized the report which “analyzes a food crisis that is international and systemic. It maintains that the will of the citizens and countries of the world can be powerful tools in making a new food system, one that is smart and sustainable and fair and describes that all over the world food systems are being rebuilt from the bottom up. And, it argues for statutory regulation on the marketing of food products.”
It is worth a look at the company link above to see the extreme global reach of these ill-devised products that find their way into the mouths of babes. An article in the recent issue of periodiCALS (the magazine of Cornell University’s College of Agriculture and Life Sciences) discussed current efforts in India to address malnutrition and growth stunting (which affects an estimated 341 million children worldwide). A researcher described the work being done in an extremely remote village that cannot be reached by land transport for three months a year during the rainy season. There, where such problems are endemic, young children are observed buying shining packets of cheese puffs and potato chips. The infiltration of this junk into this far corner of the world is noted. I am not shocked, though I am disturbed.
What motivates the continued development and insidious promotion of these adulterated and manipulated foodstuffs? When do their makers say, enough already? Let’s lay down our guns and claim our pyrrhic victory for the damage has been done and enough money made at the expense of others. I believe it is time to act upon de Schutter’s assessment that, “Many of us have arrived at the conviction that junk food and sugary drinks are like tobacco and deserve to be treated in the same way.”
There are so many wonderful people promoting incredible efforts to nourish the earth and its inhabitants in a kind and gentle manner, intelligently and respectfully. Their work is beginning to make a difference. No jacking required. I hope to highlight some of the amazing, loving and creative initiatives that have come to my attention in some upcoming posts. I am humbled by and grateful for what they are doing. They are making my job easier.
Well, thanks for letting me get this off my chest. Let’s welcome summer, its bounty and those who grace us with its goodness.
Thank you for listening, sharing, following and supporting my writing. Please subscribe in the sidebar to receive notice of new posts. Comments and greetings always welcome.
In health, Elyn
P.S. Your My Plate Photo or Haiku can be right here when you send them to me!
My Plate Haiku
Pick your own today,
Happy kids in wide-brimmed hats,
Sweet summertime fruit.