Dr. Kessler is a pediatrician who has had a problem with his weight for many years. As a practicing pediatric physician he began to notice that starting in the 1980’s American Children were getting heavier and heavier. Most adults by the 1980 census were 12 pounds heavier than in all the previous years of census taking.
This is a terrific book and outline for healthy eating and I would recommend every parent get their hands on a copy. NO LIE!
Dr. Kessler travels the world with his power point presentation about his findings. He is not very popular in the good old USA.
Although I was sent the book to review because I had reviewed several other diet related books over this past year, when I discovered that Dr. Kessler was addressing the American Food Industry I sat right down to digest his study and findings. In the late 1980’s, I switched all my investment portfolios over to socially responsible products and services and my financial advisor told me then that the American Tobacco Companies had seen the handwriting on the wall and had begun “buying out” the Food Corporation Companies such as Kraft Foods. I decided that I did not want to purchase stock from any of these companies, because of what I discerned was deceitful and underhanded advertising activities.
Dr. Kessler writes extensively about the American Food Industry and has truly done the research for us, by interviewing and discovering a large number of research studies that have been conducted and indicate that Industrially Modified Foods are taking over our minds.
“In the competitive and lucrative world of food design, the payoff can be huge – a food people want to buy. ‘If you can find that optimal point in a set of ingredients,’ he continued, ‘you may be well on your way to converting that array of chemicals and physical substrates into a successful product.’”
The Compass of the Food Industry is FAT, SALT, and SUGAR enough to make the food – palpable.
If you can then make the food palpable and get it to trigger the reward response in the brain it can alter behavior. If you can then make the food a satisfying rewarding experience on the first taste/plateful, you have the eater hooked.
The desire is set in place and it is a bigger satisfaction than SEX.
Just like sex, many times it is hard to get enough. If you can get a person to eat the food at least 3 times, you have successfully achieved a CONDITIONED OVEREATER. It takes more and more food to feel satisfied and get the reward and this conditioning affects nearly 60% of the adult population in the USA.
Now let’s say you want to get Kids involved for a lifetime of conditioned overeating of your product. Let’s add a prize to the meal, an additional reward for eating this easy to chew – palpable, perfect fat, salt, sugar ratio food. Let’s add fun ads to the favorite TV shows. Let’s add ads where the game losers get the reward of your food product which is now the superior reward to winning the baseball game….get the picture?
This is why there is not a Happy Meal Pak at MacDonald’s in Germany – The Mothers revolted and said this is brainwashing and propaganda against our children’s health – NO.
Now if you can get a small child to be a Conditioned Overeater to graduate early to an adult portion of the meal – say between the ages of 5 or 7 after they have 3 of these palpable meals in adult sizes that will not be enough food and they will start to never feel satisfied at a much earlier level. They will crave the food when they are stressed or happy – they are conditioned.
I am wondering why parents in the United States are not suing the American Food Industry like crazy, why they are going after books and movies, when really that does not matter because our children are only satisfied with more and more palpable food? Could it be that 60% of the parents are also Conditioned Overeaters?
Who wants to confess that they think about food 24/7 and can never get enough – Yep you can be skinny and be a conditioned over eater with massive amounts of will power. What does your heart look like? Your Liver? Your Pancreas?
I have a 99 pound child who is extremely conditioned in dress, actions, and food. She can never be beautiful enough, or text enough, or eat enough restaurant food. She can never hear the other kinds of rewards and satisfactions of life. Her conditioning is the show FRIENDS.
I hear you all saying now, “Oh well, this is not my problem, I feed my children at home and I control their TV watching.” The peer pressure at school gets greater and greater – only 60% of our children have this kind of Conditioned pattern. By high school there are more temptations, testing and eating for pleasure and rewards – amid all the stress for that will power to endure.
Exciting for the Food Industry is that they know they can change that 60% number to nearly 100% in lab animals. They are going for the GOLD.
Dr. Kessler has also researched all the ways to change conditioned behaviors and strengthen will power and go for healthy rewards.
The first step is education and this book is a “bravo” head start of true understanding and how to counterbalance all these systems.
The second step might just be to turn off the television and switch to eating all your meals at home for a period of time. Planning those meals and preparing them from scratch – finding new replacement rewards. Learning your core values and making them primary rewards.
The third step is going to be political action. Just saying a bigger NO.
Dr. Kessler is a skilled writer. The book is well put together and extremely easy to read and understand. Dr. Kessler gives his presentation all over the US and is helping the UK keep the American Food Industry from progressing further into that country. Dr. Kessler is no longer eating the fried dumplings at the San Francisco Airport.
I would wish everyone would read this book. I want to hear what you have to say and your additions to this study. Looking forward to your comments.
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