He showed the words “chocolate cake” to a group of Americans and recorded their word associations. “Guilt” was the top response. If that strikes you as unexceptional, consider the response of French eaters to the same prompt: “celebration.

All the arguments about nutrition are really about what is the problem ingredient in the western diet. Is it the fat? Is it the lack of fiber? Is it the refined carbohydrates?But we don't have to worry about it. We just have to try to get off that diet to the extent we can.

There's no sacrifice in eating well, there is no sacrifice in pleasure. To the contrary, the best-grown food is actually the tastiest.

Avoid food products containing ingredients that are A) unfamiliar B) unpronounceable C) more than five in number or that include D) high-fructose corn syrup

The other thing that soy contributes to, of course, is hydrogenated oil. This is the main oil. This is the fast-food oil.

I'm very hopeful that we'll see some change in our food system. I don't know how far we'll go, or how quickly we'll get there, but there is no question that a significant percentage of the American public is dissatisfied with the food system.

In Joel's view, that reformation begins with people going o the trouble and expense of buying directly from farmers they know - "relationship marketing," as he calls it. He believes the only meaningful guarantee of integrity is when buyers and sellers can look one another in the eye, something few of us ever take the trouble to do. "Don't you find it odd that people will put more work into choosing their mechanic or house contractor than they will into choosing the person who grows their food?"