Brilliant piece on the importance of genetically modified food for our survival and the planet's - A Must Read!!
In the 1980s Tropicana coined the phrase “not from concentrate” to distinguish its pasteurized orange juice from the cheaper reconstituted “from concentrate” juice that began appearing alongside it in the refrigerator section of supermarkets. The idea was to convince consumers that pasteurized orange juice is a fresher, overall better product and therefore worth the higher price. It worked. Over the next five years sales of Tropicana’s pasteurized juice doubled and profits almost tripled.
In fact, “not from concentrate,” a.k.a pasteurized orange juice, is not more expensive than “from concentrate” because it is closer to fresh squeezed. Rather, it is because storing full strength pasteurized orange juice is more costly and elaborate than storing the space saving concentrate from which “from concentrate” is made. The technology of choice at the moment is aseptic storage, which involves stripping the juice of oxygen, a process known as “deaeration,” so it doesn’t oxidize in the million gallon tanks in which it can be kept for upwards of a year.
Nassim Taleb in his book Antifragile: Things That Gain from Disorder gives us a rule of thumb on how to choose a drink:
As to liquid, my rule is drink no liquid that is not at least a thousand years old— so its fitness has been tested. I drink just wine, water, and coffee. No soft drinks. Perhaps the most possibly deceitfully noxious drink is the orange juice we make poor innocent people imbibe at the breakfast table while, thanks to marketing, we convince them it is “healthy.” (Aside from the point that the citrus our ancestors ingested was not sweet, they never ingested carbohydrates without large, very large quantities of fiber. Eating an orange or an apple is not biologically equivalent to drinking orange or apple juice.) From such examples, I derived the rule that what is called “healthy” is generally unhealthy, just as “social” networks are antisocial, and the “knowledge”-based economy is typically ignorant.
- The disease that sours oranges and leaves them half green, already ravaging citrus crops across the world, had reached the state’s storied groves. Mr. Kress, the president of Southern Gardens Citrus, in charge of two and a half million orange trees and a factory that squeezes juice for Tropicana and Florida’s Natural, sat in silence for several long moments. “O.K.,” he said finally on that fall day in 2005, “let’s make a plan.” If he had had more time, Mr. Kress could have waited for the orange to naturally evolve resistance to the bacteria known as C. liberibacter asiaticus. That could happen tomorrow. Or it could take years, or many decades. Or the orange in Florida could disappear first. Mr. Kress’s DNA candidate would have to fight off the bacteria or the insect. As for public acceptance, he told his industry colleagues, “We can’t think about that right now.”
- Even in the heyday of frozen concentrate, the popularity of orange juice rested largely on its image as the ultimate natural beverage, fresh-squeezed from a primordial fruit. But the reality is that human intervention has modified the orange for millenniums, as it has almost everything people eat. Before humans were involved, corn was a wild grass, tomatoes were tiny, carrots were only rarely orange and dairy cows produced little milk. The orange, for its part, might never have existed had human migration not brought together the grapefruit-size pomelo from the tropics and the diminutive mandarin from a temperate zone thousands of years ago in China. And it would not have become the most widely planted fruit tree had human traders not carried it across the globe.
- A second contender, Erik Mirkov of Texas A&M University, was further along with trees he had endowed with a gene from spinach — a food, he reminded Mr. Kress, that “we give to babies.” The gene, which exists in slightly different forms in hundreds of plants and animals, produces a protein that attacks invading bacteria. Even so, Dr. Mirkov faced skepticism from growers. “Will my juice taste like spinach?” one asked. “Will it be green?” wondered another.
- “This gene,” he invariably replied, “has nothing to do with the color or taste of spinach. Your body makes very similar kinds of proteins as part of your own defense against bacteria.”
In the 1980s Tropicana coined the phrase “not from concentrate” to distinguish its pasteurized orange juice from the cheaper reconstituted “from concentrate” juice that began appearing alongside it in the refrigerator section of supermarkets. The idea was to convince consumers that pasteurized orange juice is a fresher, overall better product and therefore worth the higher price. It worked. Over the next five years sales of Tropicana’s pasteurized juice doubled and profits almost tripled.
In fact, “not from concentrate,” a.k.a pasteurized orange juice, is not more expensive than “from concentrate” because it is closer to fresh squeezed. Rather, it is because storing full strength pasteurized orange juice is more costly and elaborate than storing the space saving concentrate from which “from concentrate” is made. The technology of choice at the moment is aseptic storage, which involves stripping the juice of oxygen, a process known as “deaeration,” so it doesn’t oxidize in the million gallon tanks in which it can be kept for upwards of a year.
Nassim Taleb in his book Antifragile: Things That Gain from Disorder gives us a rule of thumb on how to choose a drink:
As to liquid, my rule is drink no liquid that is not at least a thousand years old— so its fitness has been tested. I drink just wine, water, and coffee. No soft drinks. Perhaps the most possibly deceitfully noxious drink is the orange juice we make poor innocent people imbibe at the breakfast table while, thanks to marketing, we convince them it is “healthy.” (Aside from the point that the citrus our ancestors ingested was not sweet, they never ingested carbohydrates without large, very large quantities of fiber. Eating an orange or an apple is not biologically equivalent to drinking orange or apple juice.) From such examples, I derived the rule that what is called “healthy” is generally unhealthy, just as “social” networks are antisocial, and the “knowledge”-based economy is typically ignorant.
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