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THE ORGANIC FOODS MYTH A few decades ago, a woman tried to sue a butter company that had printed the word 'LITE' on its product's packaging. She claimed to have gained so much weight from eating the butter, even though it was labeled as being 'LITE'. In court, the lawyer representing the butter company simply held up the container of butter and said to the judge, "My client did not lie. The container is indeed 'light in weight'. The woman lost the case. In a marketing class in college, we were assigned this case study to show us that 'puffery' is legal. This means that you can deceptively use words with double meanings to sell a product, even though they could mislead customers into thinking your words mean something different. I am using this example to touch upon the myth of organic foods. If I was a lawyer representing a company that had labeled its oranges as being organic, and a man was suing my client because he found out that the oranges were being sprayed with toxins, my defense opening statement would be very simple: "If it's not plastic or metallic, it's organic." Most products labeled as being organic are not really organic. This is the truth. You pay premium prices for products you think are grown without chemicals, but most products are. If an apple is labeled as being organic, it could mean two things. Either the apple tree itself is free from chemicals, or just the soil. One or the other, but rarely both. The truth is, the word 'organic' can mean many things, and taking a farmer to court would be difficult if you found out his fruits were indeed sprayed with pesticides. After all, all organisms on earth are scientifically labeled as being organic, unless they are made of plastic or metal. The word 'organic' comes from the word 'organism', meaning something that is, or once was, living and breathing air, water and sunlight. So, the next time you stroll through your local supermarket and see brown pears that are labeled as being organic, know that they could have been third-rate fare sourced from the last day of a weekend market, and have been re-labeled to be sold to a gullible crowd for a premium price. I have a friend who thinks that organic foods have to look beat up and deformed because the use of chemicals is what makes them look perfect and flawless. This is not true. Chemical-free foods can look perfect if grown in your backyard. If you go to jungles or forests untouched by man, you will see fruit and vegetables that look like they sprouted from trees from Heaven. So be cautious the next time you buy anything labeled as 'organic'. Unless you personally know the farmer or the company selling the products, don't trust what you read. You, me, and everything on land and sea are organic. Suzy Kassem, Truth Is Crying

he can see Biz still looking at her. He feeds the damn dog, and he makes the money that pays for the food, but it’s her he’s looking at. And Jack Russells are supposed to be smart.

When we say we are lacking in the time to eat well, what we often mean is that we lack synchronised time to eat. Our days and weeks are broken up with constant interruptions and meals are no longer taken communally and in unison, but are a cacophony of individual collations snatched here and there, with no company but the voices in our headphones. Many of us, to our own annoyance, are trapped in routines in which eating well seems all but impossible. Yet this is partly because we live in a world that places a higher premium on time than it does on food.

Strangest of all, we’ve convinced ourselves that our health has nothing to do with what we eat. People who will spend that extra 20 cents on a gallon of premium gasoline because they realize their car performs better on it will drive straight to McDonald’s for a Big Mac. We create a mental separation between food and illness in our culture, and our modern Western medical system—for the most part—supports this denial.

This is because only two things can fulfill millennials: First is to be completely understood, accepted and respected by a loyal companion whom they respect themselves—a lifelong seduction with someone they can call their own. This level of understanding and intimacy is the only way they can heal the wounds of their treacherous childhood. The second thing is having enough money to live a lifelong vacation and help people along the way—as they are an emotional generation, they are actually compassionate about their fellowmen though they may not seem like it. Nothing dissatisfies this cohort more than the need to fend for basic necessities, as it goes against their lifelong quest to find fulfillment and reduces them to their base human urges they consider beneath them, like fighting for resources and food—an anathema to this generation who puts a premium on self-actualization.

One of our neighbors was a lifetime welfare recipient, but in between asking my grandmother to borrow her car or offering to trade food stamps for cash at a premium, she’d blather on about the importance of industriousness. ‘So many people abuse the system, it’s impossible for the hardworking people to get the help they need,’ she’d say. This was the construct she’d built in her head: Most of the beneficiaries of the system were extravagant moochers, but she – despite never having worked in her life – was an obvious exception

Fraud in the insurance industry is calculated to be $100 billion to $300 billion a year, a cost that gets passed directly to consumers in the form of higher premiums. All told, combined public- and private-sector fraud costs every household in the United States probably around $5,000 a year—or roughly the equivalent of working four months at a minimum-wage job. A hunter-gatherer community that lost four months’ worth of food would face a serious threat to its survival, and its retribution against the people who caused that hardship would be immediate and probably very violent. Westerners

Taken together, these four factors help us understand why the transition to food production in the Fertile Crescent began around 8500 B.C., not around 18,500 or 28,500 B.C. At the latter two dates hunting-gathering was still much more rewarding than incipient food production, because wild mammals were still abundant; wild cereals were not yet abundant; people had not yet developed the inventions necessary for collecting, processing, and storing cereals efficiently; and human population densities were not yet high enough for a large premium to be placed on extracting more calories per acre.

Not to be undone, the Icelanders adopted a different strategy: freezing the sea water. They would take it, leave it to freeze, scrape the ice off the top, thaw it, freeze it again, scrape the ice off the top ... until eventually, like maybe ten years down the road, they had about a half a cup of salt to show for their efforts. And who the hell wants to wait that long to put salt on their food? Not me - and not the Icelanders. Which is why they ended by taking some seaweed, drying it, burning it, and then sprinkling the ash on their dinner. So the next time you grind some of that premium coarse sea salt onto your filet mignon with your fancy salt dispenser, spare a thought for the poor Icelanders. With grey ash all over their food. 

NORMAN’S EGG SALAD 4 cups peeled and chopped hard-boiled eggs.*** (That’s about a dozen extra large eggs—measure after chopping) 1/2 cup crumbled cooked bacon (make your own or use real crumbled bacon from a can—I used Hormel Premium Real Crumbled Bacon) 1 Tablespoon chopped parsley (it’s better if it’s fresh, but you can use dried parsley flakes if you don’t have fresh on hand) 1/4 cup grated carrots (for color and a bit of sweetness) 4 ounces cream cheese 1/4 cup sour cream 1/2 cup mayonnaise (I used Best Foods, which is Hellmann’s in some states) 1/2 teaspoon garlic powder (or 1/2 teaspoon freshly minced garlic) 1/2 teaspoon onion powder (or 1 teaspoon freshly minced onion) salt to taste freshly ground black pepper to taste   Peel and chop the hard-boiled eggs. Add the crumbled bacon, the parsley, and the grated carrots. Mix well.   Put the cream cheese in a small bowl and microwave for 30 seconds on HIGH to soften it. If it can be easily stirred with a fork, add the sour cream and mayonnaise, and mix well. If the cream cheese is still too solid, give it another 10 seconds or so before you add the other ingredients.   Stir in the garlic powder and onion powder.   Add the cream cheese mixture to the bowl with the eggs and stir it all up. Add salt and freshly ground pepper to taste, and chill until ready to serve.   Serve by itself on a lettuce leaf, as filling in a sandwich, or stuffed in Hannah’s Very Best Cream Puffs for a fancy luncheon.   Yield: Makes approximately a dozen superb egg salad sandwiches.

Men are preoccupied with a woman's youth. Men want wives who are pretty, attractive, beautiful, gorgeous, comely, lovely, ravishing, and glamorous. Men seek attractive women as mates not simply for their reproductive value but also as signals of status to same sex competitors and to other potential mates. Although most men place a premium on beauty, it is clear that not all men success in satisfying their desires. Men who lack the status and resources that women want, for example, generally have the most difficult time attracting food looking young women and must settle for less than their ideal. Indeed, a man's occupational status seems to be the best predictor of the attractiveness of the woman he marries. Men who are in a position to get what they want often partners up with a young, attractive woman.

The clearest signs of Hakodate's current greatness, though, can be found clustered around its central train station, in the morning market, where blocks and blocks of pristine seafood explode onto the sidewalks like an edible aquarium, showcasing the might of the Japanese fishing industry. Hokkaido is ground zero for the world's high-end sushi culture. The cold waters off the island have long been home to Japan's A-list of seafood: hairy crab, salmon, scallops, squid, and, of course, uni. The word "Hokkaido" attached to any of these creatures commands a premium at market, one that the finest sushi chefs around the world are all too happy to pay. Most of the Hokkaido haul is shipped off to the Tsukiji market in Tokyo, where it's auctioned and scattered piece by piece around Japan and the big cities of the world. But the island keeps a small portion of the good stuff for itself, most of which seems to be concentrated in a two-hundred-meter stretch in Hakodate. Everything here glistens with that sparkly sea essence, and nearly everything is meant to be consumed in the moment. Live sea urchins, piled high in hillocks of purple spikes, are split with scissors and scraped out raw with chopsticks. Scallops are blowtorched in their shells until their edges char and their sweet liquor concentrates. Somewhere, surely, a young fishmonger will spoon salmon roe directly into your mouth for the right price.

The mythical ‘butterfly effect’ does exist, but we don’t spend enough time butterfly hunting. Here are some recent butterfly effect discoveries, from my own experience: A website adds a single extra option to its checkout procedure – and increases sales by $300m per year. An airline changes the way in which flights are presented – and sells £8m more of premium seating per year. A software company makes a seemingly inconsequential change to call-centre procedure – and retains business worth several million pounds. A publisher adds four trivial words to a call-centre script – and doubles the rate of conversion to sales. A fast-food outlet increases sales of a product by putting the price . . . up. All these disproportionate successes were, to an economist, entirely illogical. All of them worked. And all of them, apart from the first, were produced by a division of my advertising agency, Ogilvy, which I founded to look for counter-intuitive solutions to problems. We discovered that problems almost always have a plethora of seemingly irrational solutions waiting to be discovered, but that nobody is looking for them; everyone is too preoccupied with logic to look anywhere else. We also found, rather annoyingly, that the success of this approach did not always guarantee repeat business; it is difficult for a company, or indeed a government, to request a budget for the pursuit of such magical solutions, because a business case has to look logical.

The grilled calamari and spinach antipasto has been a mainstay since we opened, so paying a premium to keep it on the menu is a no-brainer, providing the quality is sufficiently high. I get one of the line guys to pull the lunch menus and type a new one that I dictate while pulling stuff from the walk-in and freezer. Today, our prix fixe menu will feature cucina poverta: polpettone alla napoletana, an Italian meat loaf; pappa al pomodoro; a ragout with sausages and peppers; and braciole (providing Rob, the meat guy, comes through in time). When the meat still has not shown up by ten I'm on the phone yelling at some hapless office person, although it's just about hopeless, because, unless the meat shows up in the next five minutes, there will not be enough time to make the braciole. To cover for the fact that we were only able to buy fifteen pounds of calamari from Dean and Deluca (at an exorbitant price), Tony and I devise an additional antipasto, a ricotta and Pecorino torta flavored with hot pepper and prosciutto.

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Brownies in Ernakulam One of Ernakulam's best bakeries, Rising Loaf, provides handcrafted premium made-to-order baked treats that are free of preservatives and additives. Custom cakes, delicacies, and gourmet sweets are available. Our blends are one-of-a-kind because they mix a great deal of skill and expertise with natural baking ingredients to provide you with the best sweetness and taste. We take pride in giving every one of our clients, big and small, an amazing experience. Brownies in Ernakulam is committed to making high-quality bread devoid of artificial preservatives, colours, or flavours. All of our bread loaves, cakes, cookies, doughnuts and muffins, and cupcakes are lovingly created in Ernakulam's cleanest environment. The fullness of our clients' grins when they try our exquisite items and return for more is how we define success at Rising Loaf. They're the cherry on top of our cake, the driving force behind our efforts to improve our baking and customer service. To maintain the authentic taste and fresh flavours, we are captivated by using only high-quality and fresh ingredients in our confectioneries. The fullness of our clients' grins when they try our exquisite items and return for more is how we define success at Rising Loaf. They're the cherry on top of our cake, the driving force behind our efforts to improve our baking and customer service. Rising Loaf, one of Ernakulam's best bakeries, was created by friends with a passion for baking with the purpose of making handcrafted premium baked products that are completely free of harmful food preservatives and additives and delivering them to your door.

Yule (20–25 December). Yule is like Christmas but slightly earlier and a good excuse to have even more food. This Festival of Rebirth is also the winter solstice celebration, which marks the shortest day of the year and the hope of more light to come. At this time of the year when our light is at a premium, Yule is a good chance to remind ourselves of what makes us happy – whether that’s family, friends, fairy lights or copious amounts of sprouts; I’ll let you decide.

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