Food Politics

by Marion Nestle
Aug 6 2021

Weekend reading: Technically Food

Larissa Zimberoff.  Technically Food: Inside Silicon Valley’s Mission to Change What We Eat.  Abrams Press, 2021.

This is Zimberoff’s account of her personal conversations, meetings, visits, and observations of the people and venture capitalists behind today’s versions of techno-foods constructed from algae, fungi, peas, plants, and cell cultures.

She comes at these foods from a skeptical standpoint, but gamely tastes everything, judging some of the products delicious despite concerns about their greater meaning for health, the environment, and humanity.

Almost everyone she meets in this business is mission-driven, convinced that their products will help feed the world’s growing population at less cost to health and the environment.

But, as she puts it, “The tension of my health being tied to capitalistic companies that want to make a profit is growing” (p. 3).  Mine too, even after reading her book.

One concern is lack of transparency.  Nobody she met wanted to tell her what’s in the products they are producing or give details on how they are made.

Zimberoff likes some of what she sees, but not all.  She finishes up her discussion with a call for continued skepticism: “Like me, think before you eat.  Don’t believe the hype” (p. 190).

She ends the book in an odd way.  She asked a bunch of people to speculate on what we will all be eating in 20 years.  I was one of the people who commented, and I wish I had been given the opportunity to read my section before it got printed: some of it seems incoherent and I would have appreciated the chance to edit it.  [I just checked, which I should have done earlier.  I was given that opportunity and OK’d it.  My bad.  Culpa mea].

More careful editing would have helped throughout.  For example, I was startled to read this statement about the effects of climate change on algae:

This increase in CO2 leads to a rise in pH levels called ocean acidification, which can harm many creatures in the water.  Algae, on the other hand, may benefit from increased levels, and there are studies looking into whether growing seaweed can slow this rise in pH levels  (p. 10).

Oops.  Rising CO2 levels reduce pH.   Lower pH levels are acidic.  Algae do better at neutral or lower pH levels.

Aug 5 2021

Response to my conflicts-of-interest post on July 19

On July 19, I did a post on a recent study comparing the nutrient composition of plant-based meat alternatives to that of grass-fed beef.  I was not surprised that the study found nutritional differences; they are to be expected.

I was surprised that “From the abstract and conclusion, the study appears to suggest that meat is nutritionally better,” but the authors said the two types “could be viewed as complementary in terms of provided nutrients. It cannot be determined from our data if either source is healthier to consume.”   That confused me.  I also was confused by the authors’ reported conflicts of interest and said so.

One reader wrote to say that I was being unfair to the authors, who are excellent scientists.

Indeed, the authors followed up with an explanation, which I offered to post here without further comment.  They agreed to that.

Dear Dr. Nestle,

Many thanks for posting about our work. We have the utmost respect for your work and we have cited your work in our papers and books (e.g., Provenza’s Nourishment). You are an influential and well-respected person, and as you noted, your followers wanted you to inform them about this paper. When reading the post about our work, we were particularly surprised that you didn’t send us an email to fact-check your points, especially since we were introduced by email on 7/7 that noted: “I’ve copied two of the researchers involved Stephan van Vliet and Fred Provenza. That way if you have any further questions, you can pose those to the researchers directly.” If you disagree, c’est la vie, but at least that would have enabled you to write an informed critique, rather than one that is speculative and, at times, incorrect.

An off-hand and speculative statement such as this one: “maybe the vegetarian was responsible for the hedging comments?” would easily have been addressed by simply sending us an email inquiring about this. We would have gladly told you that it was three of the omnivores (SVV, FDP, SK) who were particularly concerned that people would over extrapolate the data. We were especially concerned that people would interpret our data as beef being “better”. That is not what the data indicate (more on what the data does indicate below). Hence our clear and repeated statement: “It cannot be determined from our data if either source is healthier to consume.”

We are writing you this friendly note to put some context to the points that you made. We hope that you will take them as our attempt to reinforce points that we were careful to develop so our paper was not one-sided.

“So, they’re framing everything with the baseline that animal meat is “proper nutrition” which seems like a pretty obvious bias right out of the gate…”

The two words you quoted are from a much more nuanced sentence, which reads: “This has raised questions of whether plant-based meat alternatives represent proper nutritional replacements to animal meat”. This statement refers to a number of papers by different research groups (see our paper for citations) who pose that very question, which we were interested in exploring. This is much more nuanced statement than what you suggest in the blogpost, which simply states animal meat is “proper nutrition”, which, to us, feels like a twisting of our carefully chosen words.

That we are not framing meat as “proper nutrition” is further illustrated by the stated goal of this work at the end of the introduction: “Given the scientific and commercial interest in plant-based meat alternatives, the goal of our study was to use untargeted metabolomics to provide an in-depth comparison of the metabolite profiles of grass-fed ground beef and a popular plant-based meat alternative, both of which are sometimes considered as healthier and more environmentally friendly sources of “beef”.

Furthermore, we also have to be realistic here and not dance around the obvious; the goal of plant-based meat alternatives is to provide a sensory and nutritional replacement for meat, as illustrated in press releases such as Impossible’s “We are Meat”. If one were to add carotenoids and fiber to a meat sausage (see Arby’s Marrot https://www.foodandwine.com/news/arbys-meat-carrots) and consider this a replacement to a carrot…. We would ask the same question: to what extent do a carrot and a meat-based carrot alternative differ nutritionally? It would be reasonable to take the carrot as the benchmark. All in all, we argue that our framing of the research question is much more nuanced than you suggested in your blogpost. “

To the question of nutritional differences, duh, indeed. Why would anyone not expect nutritional differences? From the abstract and conclusion, the study appears to suggest that meat is nutritionally better.”

As we acknowledge in the abstract “Important nutritional differences may exist between beef and novel plant-based alternatives; however, this has not been thoroughly assessed.” Please give us some credit. One of us (Fred Provenza) has studied plants and animals for over 50 years. Of course, we expected meat from a cow to differ from meat from soybeans, but the extent to which this may be the case had not been studied. Nor is this clear to the consumer who is simply looking at Nutrition Facts panels, another very important reason why we did the research. Another issue is that foods are often considered equivalent simply based on their protein content (even in dietary guidelines), but “protein foods” can be vastly different in terms of the non-protein nutrients they provide. We recommend Dr. Courtney-Martin’s editorial in AJCN titled “Is a peanut really an egg”. (https://academic.oup.com/jn/article/151/5/1055/6217441). She discusses these issues in such an elegant way.

We do not suggest that meat is nutritionally better, we clearly state the following in the abstract (something you cite in your blogpost): “Amongst identified metabolites were various nutrients (amino acids, phenols, vitamins, unsaturated fatty acids, and dipeptides) with potentially important physiological, anti-inflammatory, and/or immunomodulatory roles—many of which remained absent in the plant-based meat alternative when compared to beef and vice versa. Our data indicates that these products should not be viewed as nutritionally interchangeable, but could be viewed as complementary in terms of provided nutrients. It cannot be determined from our data if either source is healthier to consume.

The italicized portions are key: we state that some nutrients are not found in the plant-based meat alternative and some nutrients are not found in the meat. Nothing more and nothing less. We also clearly state that we cannot determine from this metabolomics analysis if one is healthier than the other. We intend to pursue that question in research with people, but based on current research we also have to be realistic and we, therefore, highlight the following: “Further work is needed to inform these discussions; however, we consider it important to not lose sight of the “bigger picture” in these discussions, which is the overall dietary pattern in which individual foods are consumed. That is arguably the predominant factor dictating health outcomes to individual foods. Of note is a recent 8-week randomized controlled trial that found that a “flexitarian approach” (swapping moderate amounts of meat with novel plant-based alternatives as part of an omnivorous diet) may have positive benefits in terms of weight control and lipoprotein profiles (e.g., LDL-cholesterol).” (https://doi.org/10.1093/ajcn/nqaa203).

We are not particularly touting the superiority of meat in the discussion. We mention many of the potential health benefits of the compounds found in plant-based meat alternatives such as phytosterols, tocopherols, and other phenolic anti-oxidants, which were more abundant or exclusively found in the plant-based meat alternative.

“Really? If they can’t figure out which is better, why do this study?”

It is not a question of which one is better. It is about understanding potential similarities and differences. Is an almond better than an orange? That depends on the types of nutrients you are looking to get. If you want Vitamin C, an orange is preferred over an almond. If you want Vitamin E, consume the almonds. But there is also nutritional overlap, because both provide fiber and they have complementary phytonutrient profiles. A silly example perhaps when you put it like that, but that’s analogues to what we are stating in the paper.

“As for the conflicted interests: My first reaction to seeing this study was to ask: “Who paid for this?”

No funding was received for this work. The cost of the meat and plant-based meat alternatives (~$600) was paid with my [Dr. Stephan van Vliet] personal credit card (I am a post-doc and had no grant or start-up funds when I first arrived at Duke). The cost of metabolomics (~$200 per sample) was waived by Duke Molecular Physiology Institute’s Metabolomics Core. This was generously done to provide an early career investigator like myself to generate pilot data for a publication and grants.

The North Dakota Beef Association grant that I am the PI on [Dr. Stephan van Vliet] is $135k (not a very big grant) and supports a 4-week RCT that studies cardiovascular risk biomarkers and metabolome profiles in response to eating beef as part of a traditional (whole food) vs standard American diet. Various epidemiological studies suggest that when red meat is consumed as part of a whole foods diet, the associated risk with CVD becomes neutral, whereas eating red meat as part of a standard American diet is associated with increased disease risk. We are testing/falsifying this hypothesis prospectively in a short-term RCT and are exploring potential mechanisms by which this may or may not be the case. This work has nothing to do with plant-based meat alternatives.

The Turner Institute of Ecoagriculture ($27.5k) and the Dixon Foundation ($12.5k) are pilot grants to run metabolomics on grass-fed vs grain-fed bison and beef, respectively. The USDA-NIFA-SARE grant is collecting both plant (crops + fruit) and animal (eggs + beef) food samples from farms that use agroecological principles such as integrated crop-livestock systems. Here we are asking the question: How do practices that potentially stimulate soil health and plant diversity impact the healthfulness of animal and plant foods for human consumption? To be clear, we are also studying crop samples (soy, corn, and peas) some of which may go into alternative protein production.

My [Stephan van Vliet] conflict-of-interest policy is also essentially similar to yours: I accept funding for travel, hotels, meals, and meeting registrations, but I do not accept personal honoraria, consulting fees, or any other financial payments from such groups. A simple email could have cleared that up, but I will make sure that I state this more clearly in future papers.

Of course, we understand the public suspicion about research funding and undue influence. If a certain funding agency doesn’t like the data or the proposal and they don’t want to fund any of our projects then that is what it is, but we would not risk our reputation and career for a few research dollars or to please the funding agency. That’s why we are pushing back on this. Fred Provenza, especially, has been critical of the way beef is produced in confinement feeding operations (e.g., see recent paper https://doi.org/10.3389/fsufs.2021.547822), so the suggestion that we are beef industry defendants rather than independent scientists does sting a bit.

At the same time, we would also be lying if we didn’t think about where funding comes from. However, the harsh reality is that without foundation/commodity funds for scientific research, there would be much less research, much of which has also proven valuable over time. Even with our USDA grant, one could argue that the reason we are funded is because we wrote a good proposal, but also because our proposed work can presumably benefit the US Farm Bill. Is that true independence? All we know is that we should be transparent (hence our detailed competing interest statement) and let the data speak for itself (hence we attached our full data set as supplementary materials and deposited raw data files on metabolomics workbench), which is what we aimed to do in our Sci Rep paper.

We appreciate your concerns. We will certainly take these into account as we move forward and continue to be critical of our work. We hope you also consider our concerns and are willing to keep an open and friendly dialogue.

Sincerely,

Stephan van Vliet

Fred Provenza

Scott Kronberg

Aug 4 2021

Why food companies sponsor research: the Beef Checkoff explains

Jessi Silverman, a policy associate at the Center for Science in the Public Interest, sent me this one with a note that it might be fodder for my blog.  It most definitely is.

I have long argued that industry sponsorship of nutrition research is not about science; it is about marketing.   The beef industry explains how this works.

Nutrition Research Improves Public Perception of Beef

As the Beef Checkoff celebrates its 35th anniversary, the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, is shining a light on the successful promotion and research programs that drive the demand for beef. Consumers today are more open to the nutritional benefits of beef than at any other time since the Checkoff began more than three decades ago but getting here was not easy and required consistent long-term investment in nutrition research to turn the tide [my emphasis].

And what research did the Beef Checkoff fund?

Two landmark studies reinforce that beef not only fits heart healthy diets but may also help decrease risk of cardiovascular disease when included in heart healthy diets. The Beef in an Optimal Lean Diet (BOLD) study found that people can enjoy 4-5½ ounces of lean beef daily, as part of a heart healthy lifestyle to lower blood pressure and improve cholesterol levels.3  The Mediterranean-style eating pattern study found that eating a Mediterranean diet that included 7-18 ounces of lean red meat per week can improve cardiometabolic disease risk factor profiles.4

Although citations 3 and 4 appeared in the text, no reference list is given, and I could not find references 3 and 4 on the Beef Research site.

I had better luck with Google.  The BOLD study dates from 2012.  It discloses support from the Beef Checkoff Program and the General Clinical Research Center, Pennsylvania State University.  For the record, Checkoff programs are sponsored by the USDA.

I’m guessing the second study is this recent one:  Effect of varying quantities of lean beef as part of a Mediterranean-style dietary pattern on lipids and lipoproteins: a randomized crossover controlled feeding trial.  “This study was funded by the Beef Checkoff. This study also was supported by the USDA, ARS, and the Penn State Clinical and Translational Research Institute, Pennsylvania State University Clinical and Translational Science Award, and NIH/National Center for Advancing Translational Sciences grant no. UL1TR000127.”

Here’s a clip from a press release for the second study:

Eating red meat may have a bad reputation for being bad for the heart, but new research found that lean beef may have a place in healthy diets, after all.

The Beef Checkoff takes full credit for sponsoring this kind of research.  It gets what it pays for.

The beef industry is under enormous pressure.  More and more people understand that the health of humans and the planet would be a lot better with eating less beef.

Sponsoring research is an effective way to counter such pressures.

Aug 3 2021

GAO tells USDA to get busy on worker safety at meat-packing plants

The summer is a good time to catch up on reports.  Early in July, the US Government Accountability Office (GAO)—a government watchdog agency—sent a firm letter to USDA chiding that agency for not implementing GAO’s recommendations in a timely manner.

In November 2020, we reported that on a government-wide basis, 77 percent of our recommendations made 4 years ago were implemented…[but] USDA’s recommendation implementation rate was 46 percent. As of May 2021, USDA had 171 open recommendations. Fully implementing all open recommendations could significantly improve USDA’s operations.

Among the GAO’s recommendations were two of particular interest:

I.  Strengthen Protections for Wage Earners. See: Workplace Safety and Health: Better Outreach, Collaboration and Information Needed to Help Protect Workers at Meat and Poultry Plants. GAO-18-12. Washington, D.C.: November 9, 2017.

Recommendation: The FSIS Administrator should work with the Occupational Safety and Health Administration (OSHA) to assess the implementation of their agencies’ joint memorandum of understanding (MOU) regarding worker safety at meat and poultry plants and make any needed changes to ensure improved collaboration, and also set specific time frames for periodic evaluations of the MOU.

Comment: This is about the failure of OSHA and USDA to protect meat-processing and -packing workers from Covid-19 (for data on the effects of Covid-19 on these workers, see Leah Douglas’s regular reports on the Food and Environment Reporting Network.  GAO is essentially calling on the two agencies to get busy on protecting workers at those plants.

II.  Improve Cybersecurity.  See Cybersecurity: Agencies Need to Fully Establish Risk Management Programs and Address Challenges. GAO-19-384. Washington, D.C.: July 25, 2019.

Recommendations:  The USDA should (1) develop a cybersecurity risk management strategy that includes the key elements identified in this report; and (2) establish and document a process for coordination between cybersecurity risk management and enterprise risk management functions.

Comment:  The GAO is asking USDA to work with other agencies to improve cybersecurity at meat-processing plants.  Why?  Because the meat industry’s weak cybersecurity—a long-standing problem—was recently exposed when hackers did a ransomware attack on JBS meat plants that cost the company $11 million to resolve.

Aug 2 2021

Unethical food marketing ad of the week: infant formula, organic no less

When my partner, Mal Nesheim, showed me this ad in Sunday’s New York Times, I had two immediate questions.

Question #1: Who paid for this?

The answer: Bobbie’s Infant Formula “inspired by a mom’s choice.”

When I went to the website, I learned that Bobbie’s infant formula is organic.  I am greatly in favor of organics, but just as organic junk food is still junk food, organic infant formula is still infant formula.

Breast feeding isn’t easy in today’s society and yes, some mothers (and fathers, of course) can’t do it.

But breast feeding is unquestionably best for babies.  Mothers who can breast feed need all the help and encouragement they can get.

That’s why this week has been designated World Breastfeeding Week.

Breastfeeding mothers do not need to be undermined by infant formula marketing.

If Nestlé (no relation) or the other leading infant formula manufacturers put an ad like this in the paper, the result would be worldwide outrage.  This leads to my second question.

Question #2: Doesn’t this ad appear to violate the World Health Organization’s International Code of Marketing of Breast-milk Substitutes?

OK, so the ad does not display infant formula products or even say that Bobbie’s is an infant formula company, let alone an organic one.  But it doesn’t take much to figure both out.

Recall the Nestlé boycott of  the 1980s, a worldwide boycott of the company because of the way it marketed infant formula to women in low-resource countries without clean water supplies.  The women were unable to use the products safely; contaminated or improperly diluted infant formula sickened and killed babies.

Opposition to Nestlé’s marketing strategies led to development of Marketing Code, now ratified by all WHO member nations (the United States and South Africa were the two holdouts, but both eventually agreed).

The boycott was so damaging to Nestlé’s sales and reputation that the company discusses it and defends its current marketing practices on its website.

If you have any concerns about our breast milk substitutes marketing practices, we encourage you to raise them with us so that we can continue to improve.

I’d say this Bobbie ad is morally and ethically wrong on four counts:

  • It undermines breast feeding
  • It directly undermines the intent of World Breastfeeding Week.
  • It violates the spirit if not the letter of the International Marketing Code.
  • It organic washes—it implies that because its products are organic, this company is above the Code.

This is the kind of marketing that gives organics a bad name.

Bobbie’s should not be doing this.

Time for another boycott?

Jul 30 2021

Weekend reading: Can Fixing Dinner Fix the Planet?

Jessica Fanzo.  Can Fixing Dinner Fix the Planet?  Johns Hopkins University Press, 2021.

This is a small book, 4′ x 6″ format, 214 pages.  I did a blurb for its back cover:

Jessica Fanzo argues that dinner not only can fix the planet, but must.  The cutting edge of nutrition policy today is to promote diets that simultaneously achieve three goals–reduce hunger, prevent chronic disease, and protect the environment—and this means those lower in meat and higher in vegetables and other plant foods.  Read Fanzo’s book.  It is beautifully written, authoritative, and utterly convincing—essential reading for anyone interested in food system approaches to world food problems.

A couple of excerpts:

The foods we eat are much more than just a source of sustenance.  They have direct and substantial impacts on the nutrition and health of individuals and populations, the planet’s natural resources and climate change, and structural equity and social justice challenges of societies.  Food connects us to the world.  It also dictates (to a degree most people don’t realize) the kind of world we live in today and the kind of world we will occupy in the future (p. 3)

Do animal-source foods support or harm sustainability and health outcomes?  In reality, they do a bit of both.  Climate change is not the only measure of sustainability.  Sustainability also describes human and animal health outcomes and well-being, equity, and security.  Often, discussion about the sustainability of animal-source foods neglect to include the effect that low consumption of animal-source foods has on the lives and futures of nutritionally vulnerable populations, women, and children.  Moving forward, we’ll have to combine more sustainable livestock production practices with increased access and moderate consumption (p. 108).

Jul 29 2021

The food news from China: a roundup

I’ve been collecting items about China’s food system as well as that country’s role in ours.

Podcast: The scientist whose hybrid rice helped feed billions: A historian reflects on the life of Chinese crop scientist Yuan Longping, and the possible influence of geothermal energy production on earthquake aftershocks.

BMI and obesity trends in China:  Limin Wang and colleagues use data from six representative surveys in China…The authors report that standardised mean BMI increased from 22·7 kg/m2 (95% CI 22·5–22·9) in 2004 to 24·4 kg/m2 (24·3–24·6) in 2018, and obesity prevalence from 3·1% (2·5–3·7) in 2014 to 8·1% (7·6–8·7)…in 2018, an estimated 85 million adults (95% CI 70 million–100 million; 48 million men [95% CI 39 million–57 million] and 37 million women [31 million–43 million]) aged 18–69 years in China were obese.

China says it will buy US farm products: Bloomberg News reported on Friday that, “China plans to accelerate purchases of American farm goods to comply with the phase one trade deal with the U.S. following talks in Hawaii this week.

Chinese holdings of US agricultural landAccording to USDA’s data on foreign ownership of US land, China owns about 192,000 agricultural acres, worth $1.9 billion.  This includes land used for farming, ranching and forestry,.

The House introduces legislation to prevent China from buying U.S. farmlandTexas representative Chip Roy has introduced the “Securing America’s Land from Foreign Interference Act” to “ensure that Texas’s land never comes under the control of the CCP [Chinese Communist Party] by prohibiting the purchase of U.S. public or private real estate by any members of the CCP.  [Comment: I’m guessing this won’t get very far, in part because China is an important trading partner].

Balance of trade with China:  U.S. exports of agricultural products to China totaled $14 billion in 2019, largely from soybeans ($8.0 billion); pork and pork products ($1.3 billion); cotton ($706 million); tree nuts ($606 million); and hides and skins ($412 million).  U.S. imports of agricultural products from China totaled $3.6 billion in 2019, mainly from processed fruit and vegetables ($787 million); snack foods ($172 million); spices ($170 million); fresh vegetables ($136 million); and tea, including herbal tea ($131 million).  [Comment: we were way ahead on the balance in 2019].

China Focus: Yeyo’s Tmall launch, Chinese dietary spending trends, local cultivated meat developments and more feature in our round-up:  China’s first coconut yoghurt brand Yeyo’s Tmall launch, Chinese dietary spending trends, local cultivated meat developments and more feature in this edition of China Focus…. Read more

‘Follow, not lead’: China likely to be world’s largest cultivated meat consumer – but long, challenging journey ahead: China looks likely to be the world’s largest consumer market of cultivated meat due its population size and government support, but a long, arduous journey lies ahead before this becomes a reality, according to an industry expert…. Read more

Deliciou-s bite: Shark Tank alumni sets sights on China with first shelf-stable plant-based meats after cross-country supermarket success:  Australia-based Deliciou has its eye on China and other Asian markets with its market-first shelf-stable plant-based meat products after successful launches in both Australia’s Coles and Woolworths and US’ Whole Foods supermarkets…. Read more

Comment: I visited Beijing in 2019 and was surprised by the emphasis on dairy foods (never part of traditional Asian diets) and snack foods, especially for children.  Weight gain is only to be expected.  Current political tensions must be understood in the context of trade relations.   Although we export more agricultural goods to China than we import, our overall trade balance is to import about $300 billion a year more in products made in China than we export.

Jul 28 2021

The food system is unfair to real farmers

This study in Nature Food caught my eye: Post-farmgate food value chains make up most of consumer food expenditures globally.

The study examines the proportion of at-home food expenditures received by farmers in several countries, including the U.S.

For the U.S. it reproduces this USDA figure:

The caption:

Farm share of US consumer food expenditures. As reported in the USDA ERS food dollar series, the revenue share of consumer food expenditures has declined fairly consistently for 70 years. Data are from the USDA ERS…The new series is, on average, 3.5 cents per dollar lower than the old series over the 16 years of overlapping coverage. US real per capita incomes grew roughly 2% annually over this period.

The USDA’s Food Dollar series makes this clear.

What this means is that all but about 12 cents of every food dollar goes for processing, retail, food service, and everything else that happens to a food after it is produced.

As the authors of the Nature Food study put it,

There is already growing agreement that the most unhealthy foods are largely ultra-processed products that are high in such ingredients as salt, sugars and saturated fats, that is, manufactured post-farmgate. In the average American diet, for example, only about 30% of calorie intake comes from non-processed or
mildly processed foods.

Ultra-processed foods also occupy a rapidly rising share of diets in developing countries as consumers seek greater convenience and safety. The environmental impacts of ultra-processed foods have not been properly accounted for in many studies, often considering the effects of the primary commodities used for production and disregarding the processing, packaging and distribution stages.

Likewise, the post-farmgate food processing sector is a major source of single-use plastics, greenhouse gas emissions, water use and effluent discharge.

We and the planet would be healthier eating foods that are less heavily processed.  This would not only be good for us, but also for farmers.