Table Of ContentThe Gospel of
FOOD
Everything You Think You Know
About Food Is Wrong
Barry Glassner
For
Sita and Jan Haldipur
Delaney, Megan, and Samantha Glassner
Ben and Leah Rafferty
Contents
Preface: Eating Is Believing v
1 False Prophets 1
Culinary Correctness Gone Awry
2 Safe Treyf 31
Pretending to Be a Saint
3 Promises of the Fathers 61
How the Food Industry Sells Its Wares
4 Restaurant Heaven 88
Defi ning Culinary Greatness
5 The Food Adventurers 117
In Search of Authenticity
iv Contents
6 Restaurant Hell 144
The Dissing of McDonald’s
7 What Made America Fat? 174
Hint: It’s Not Just the Food
8 Conclusion 200
The Perils of Perfectionism
Acknowledgments 229
Notes 231
Index 269
About the Author
Other Books by Barry Glassner
Credits
Cover
Copyright
About the Publisher
Preface:
Eating Is Believing
“When you’re born in this world, you’re given a ticket to the
freak show. When you’re born in America you’re given a front
row seat,” George Carlin, the comedian, observed in an inter-
view with the New York Times.1
Having spent the better part of the last five years studying
American foodways, I have to say, when it comes to how we eat,
we’re pretty freaky. I’ve talked with people who routinely eat
foods they dislike because they wrongly imagine that by doing
so, they will live longer or impress others. Sword swallowers at
least get paid for their trouble.
One hot Sunday afternoon in Los Angeles, I found myself at a
birthday party for a four-year-old with a bite of birthday cake
spackled to the roof of my mouth. As I learned when the parents
bragged of the “healthy recipe” they had used, the concoction
contained none of the ingredients that make baked goods palat-
able. Though neither the parents nor their child nor any of the
guests were vegans or celiac-disease sufferers, the cake had no
eggs, butter, milk, or wheat. And needless to say, it had no sugar.
v
vi Preface: Eating Is Believing
This couple, like many other t wenty-fi rst-century American
parents, fear that if sugar passes their child’s lips, she will turn
hyperactive or diabetic, or both.
Every society has had its food preferences and prohibitions,
usually dictated by religious teachings: Judaism and Islam pro-
hibited pork, Catholicism decreed fish on Fridays. The differ-
ence today is that for huge numbers of people, eating is a religion.
We worship at the temples of celebrity chefs. We raise our chil-
dren to believe that certain foods are good and others are bad.
We engage in elaborate rituals in preparing meals at home and
describe ourselves as sinful if we order a creamy dessert when
we eat out.
We even believe in miracles. In recent surveys, nine out of ten
Americans said they believe that certain foods have benefi ts that
go beyond basic nutrition. Exactly which foods and benefi ts
people believe in varies greatly, however. Vegetarians believe
their meatless regimen can prevent almost every serious malady
from heart disease to world hunger. Followers of the late Dr. At-
kins devour meat at every meal, persuaded that protein is a
2
magical potion for weight loss and longevity.
Other people base their faith less on the foods they eat than
on where and with whom they eat them. In hopes of keeping
their marriage together and their kids out of trouble, they en-
courage everyone in their h ouseh old to come together around
the dining room table. Or they never eat at home; they eat only
at restaurants extolled by the gastronomic elite of which they
aspire to be a part.
The good news about our food-obsessed age is the quality
and variety of foods that have become available and the delight
many Americans take in exploring new tastes. Yet even as many
of us have embraced the pleasures of the table, many others, like
the hosts of the birthday party, have fallen under the sway of
Preface: Eating Is Believing vii
killjoys who preach a gospel of naught—the view that the worth
of a meal lies principally in what it lacks. The less sugar, salt, fat,
calories, carbs, preservatives, additives, or other suspect stuff,
the better the meal.
Without ignoring that consuming too much of anything is
unhealthy, or that people with par ticu lar health problems need
to steer clear of certain foods, we would all do well to maintain a
healthy skepticism about the presumed sanctity and safety of
one food or diet over another. Consider fruits, vegetables, and
fish. There’s no denying the oft-repeated admonition that to re-
duce our odds of disease, we ought to consume more of them.
But are they invariably safer than meat? From the many news
reports about contaminated beef and poultry, you’d certainly
think so. Beyond the headlines, though, are statistics from an
investigative unit of Congress, the U.S. Government Account-
ability Office, that tell a different story. Eight out of ten cases of
food poisoning come not from meat, but from fruits, vegetables,
3
seafood, and cheese.
That study and others suggest we’re more likely to become
sick from what we eat today than we were fifty years ago in large
measure because we’re eating more raw fruits and vegetables.
Our parents and grandparents cooked their veggies and skinned
their fruits, thereby eliminating bacteria and viruses. They went
overboard sometimes and fed us mush, but present-day com-
mandments for how and what to cook come with costs and con-
tradictions of their own.
Flash back to 1969, when Gourmet ran a cartoon that depicted
two chefs conversing in a kitchen. “Henri,” read the caption,
“what went wrong? The broccoli tastes just like broccoli.” At the
time, great chefs w ere expected to transfigure ingredients into
something greater than themselves. Today chefs are still ex-
pected to perform miracles, but of precisely the opposite order.
viii Preface: Eating Is Believing
Now the goal is “food that tastes like what it is,” as Leslie
Brenner, a food writer and editor, puts it. Chefs must prepare
sophisticated dishes while retaining the distinctive flavors of the
4
principal ingredients.
Today, we demand that the fish we eat this evening swam
with his mates last night and the vegetables that accompany him
slept snugly in organic beds until early this morning. Believing
we’re extending our lives or the sophistication of our palates, we
traipse eagerly, at inconvenient hours, to specialty shops and
distant markets, places that our parents and grandparents, for
equally lofty reasons, deliberately shunned. Recalling the drudg-
ery that their parents endured to gather the component parts of
the even ing meal, they relished the chance to feed their families
for an entire week with the bounty of one trip to a supermarket.
Kroger’s frozen or canned, p reservative-protected foods seemed
pretty miraculous to them. These foods also tasted wholesome
back then because they embodied two of the prime values of the
twentieth century: efficiency and technology.
As our values have changed, so have our views of food and
the food industry. Nowadays, rather than put excessive faith in
technological solutions and big food companies, we overvalue
products labeled “natural” or “organic.” In experiments where
people are told they have been given those types of foods, they
tend to rate them as tasting better, even when the researchers
actually give them conventionally grown foods.
Psychologists call this “expectancy confirmation.” The term
refers to our tendency to find ways to fit experiences into the
preconceptions we bring to them—something we do often with
food. If a restaurant reviewer we admire likes a particular eat-
ery, we are inclined to find merit in what it serves. If a nutrition
newsletter from Harvard or Berkeley tells us a certain dietary
Preface: Eating Is Believing ix
supplement will improve our mood, we feel happier when tak-
5
ing it.
Rather than let our palates be our guides, we let others tell us
what to eat and how to think about what we eat. This book is
about those others: the nutrition reformers, food critics, and
other supposed experts who deify certain foods and eateries and
demonize many others. The biggest beneficiaries of their exhor-
tations, ironically enough, are the food companies. As I will
show, every time a particular food gets singled out as the cause
of corpulence or disease, the food industry, rather than losing
money from declining sales, finds ways to make even more. The
big losers are we eaters, who pay a premium for newfangled no-
fat, low-carb, sugarless foods we don’t really like.
It’s time we learn to separate the wheat from the chaff. Only
by recognizing the myths, half-truths, and guilt trips about
what and where we eat can we begin to liberate ourselves for
greater joy and realism at the table.
