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Guacomole... well, sort of

From the mastermind idea man, Seth Godin:

I have no explanation

Here's a link to the ingredients of Kraft Guacomole.

WATER, PARTIALLY HYDROGENATED COCONUT AND SOYBEAN OIL, CORN SYRUP, WHEY PROTEIN CONCENTRATE (FROM MILK), FOOD STARCH MODIFIED, CONTAINS LESS THAN 2% OF POTATOES, SALT, AVOCADO, DEFATTED SOY FLOUR, MONOSODIUM GLUTAMATE, TOMATOES, SODIUM CASEINATE, VINEGAR, LACTIC ACID, ONIONS, PARTIALLY HYDROGENATED SOYBEAN OIL, GELATIN, XANTHAN GUM, CAROB BEAN GUM, MONO- AND DIGLYCERIDES, SPICE, WITH SODIUM BENZOATE AND POTASSIUM SORBATE AS PRESERVATIVES, GARLIC, SODIUM PHOSPHATE, CITRIC ACID, YELLOW 6, YELLOW 5, ARTIFICIAL FLAVOR, BLUE 1, ARTIFICIAL COLOR.

As you can see from this list of the ingredients in order of quantity, avocado is the ninth ingredient by weight, coming in at less than 2%, less, in fact, than the salt.

I think I understand why the folks at Kraft prefer to use modified food starch instead of avocados (cheaper, easier to source, keeps better) but what I don't understand is why people buy it more than once.

In fact, over time, a generation grows up thinking this is the 'regular kind' and wrinkling its nose at the chunky, irregular original kind.

How did we get programmed this way? Is it an inevitable part of the human condition to prefer things that are bland, preprocessed and not so good for us? Or did we market ourself into this corner?

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Comments

Steve LLamb

I recently gave my 8 year old newphew quite the awakening to this sort of thing. He LOVES his peanut butter, and one weekend while he was visiting he asked about how we ate (strictly organic). I took him to the aisle in Whole Foods and showed him a jar of Gif (yes, they actually had it there!), and asked to tell me what was in it. When he couldn't pronounce about 95% of the contents and seeing that peanuts was number 5 in the list, I handed him another organic brand and asked him the same thing. "... Peanuts, Salt". You should have seen his eyes at that point and then he started the "Why is all that other stuff in the other one?!?!?" all on his own. Most people have the mentality of just shoving food in their mouths without regard to what it is they are eating. They get programmed by their parents, and the need to save a buck. Hell, most people scoff at $6 for a 16oz jar of peanut butter when they can get the other brand for $1.58 with their double reward coupons.

Dhrumil

I love that story. Kids are way too smart.

c.

Monosodium Glutamate and Sodium Caseinate (and probably Spice too) are all basically MSG, or so I've read. So does that mean there's actually a little more than 2% MSG in there? Tsk Tsk, Kraft.

Juddy

K-r-a-ft is what they learn. It's what they know. It's what their friends eat. It's what their family eats..

When it's time to examine possibilities, it's a matter of pride. Almost like an insult to God and Country.

I'm ready for the 70's again. I don't care what anyone says..

Chriis

Does anybody know what's happening with "The Plant in Dumbo?" They offered great raw food classes, and Friday dinners but there's no updated info on their website. Does anyone know if they're still in business?

Thanks

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