“...the question of portion size. When I ate Doritos or a Big Mac, I dept on eating and eating, and later experienced McRegret. So why when I ate a fourteen-week-old barred rock [heirloom breed chicken] or a grapefruit did I find it tremendously delicious and yet tremendously satisfying? If these foods tasted better, shouldn't I have just kept on gorging?Fred Provenza believes the difference comes down to what he calls "deep satiety." "Fundamentally," he told me, "eating too much is an inability to satiate." Wen food meets needs at "multiple levels," it provides a feeling of "completeness" and offers a satisfaction that's altogether different from being stuffed.”

“Their [plant secondary compounds] healthful effects in humans, however, are not well understood, in part because things in nature like coriander and basil can't be patented so there isn't a lot of money being thrown at them, and in part because long-term studies that measure small effects of low doses are expensive and don't yield the kind of unambiguous, major effects you get with pharmaceuticals, but mainly because preventions are never as exciting as cures.”

“The food problem is a flavor problem. For half a century, we've been making the stuff people should eat--fruits, vegetables, whole grains, unprocessed meats--incrementally less delicious. Meanwhile, we've been making the food people shouldn't eat--chips, fast food, soft drinks, crackers--taste ever more exciting. The result is exactly what you'd expect.”

“...the question of portion size. When I ate Doritos or a Big Mac, I dept on eating and eating, and later experienced McRegret. So why when I ate a fourteen-week-old barred rock [heirloom breed chicken] or a grapefruit did I find it tremendously delicious and yet tremendously satisfying? If these foods tasted better, shouldn't I have just kept on gorging?Fred Provenza believes the difference comes down to what he calls "deep satiety." "Fundamentally," he told me, "eating too much is an inability to satiate." Wen food meets needs at "multiple levels," it provides a feeling of "completeness" and offers a satisfaction that's altogether different from being stuffed.”

“Modern food may be the most compelling lie humans have ever told.”