1. Safran Foer (2009) explores the role of animals by going undercover. Depict three of the most shocking things you read ( page number, paragraph, and sentence), how/why they were shocking.

2. In pages 47-77 of Safran Foer's (2009) expose, you learn about the power of words. Define the following words: free range; CAFO; bycatch; and kosher (Safran Foer 2009).

3. Eating Animals, the moral and ethical concerns associated with eating animals given about how most animals in the US are raised. Present an argument that there should be ethical considerations. What might this look like offer solution-oriented approaches to consumption, which consists of purchases and eating.

4. What role does branding and marketing play? Are folks eating more carrots, and does this matter? Take the position that eating carrots matter providing support for your answer in the article.

Resource

https://www.documentaryarea.tv/video/Forks+Over+Knives/

and i attached the other text

marketing | tina peterson Bringing Up Baby (Carrots) THE PERFECTLY SMOOTH, uniformly shaped orange By 1989 supermarket chains were coming on board with torpedoes confound many of their fans. orders, and by the early 19gos business was boomning. Yurosek "How do they grow them this small and perfect?" eventually sold his company to Grimmway Farms, which "Some of them look like they have a core, just like along with nearby Bolthouse Farms, now produces more a real one." than 85 percent of the carrots eaten in the United States.? "I love them, but they kind of scare me. I mean, what The introduction of baby-cut carrots into the market are they exactly?" has increased consumption of the vegetable nearly 30 percent Baby carrots - or baby cut carrots, as they're also in twenty years. In 1986 the average American consumer was known-are inexplicable to many consumers. They look eating nine and a half pounds of carrots per year. By 2006 like something out of the Jetsons' kitchen-a space-age rep- the amount was closer to twelve pounds a year. Fresh-market lica of an actual food that we recognize only by its taste and general shape. Despite many consumers' confusion as to their origins, these carrots are now the single most popular form of the As our fresh produce becomes more root vegetable sold in the United States. They are a staple of party trays and crudite plates and have upstaged carrot processed and we encounter fewer "coins" and other cuts as side dishes. And yet baby carrots whole raw foods, future generations have been around for only about twenty years; they're barely of age at the parties where they are so ubiquitous. may fail to connect the cubes, sticks, The story of where baby carrots were conceived is an and rounded cylinders in their soup off-repeated one in fresh-produce industry circles and or stir-fry with roots in the soil and gee whiz" features in Sunday newspapers. In 1986 a carrot grower in California grew weary of seeing misshapen carrots fruits hanging from vines. go to waste because they weren't considered attractive enough for the market. So Mike Yurosek bought a green- FALL 2008 bean slicer from a frozen-food company that was shutting down and used it to slice his discards into two-inch pieces. carrots (an industry category that includes baby-cut carrots) 55 When paring down the segments by hand became tiresome, now account for more than three quarters of all carrots he sent a batch with one of his workers to a vegetable- bought by consumers.' packing plant. There, the pieces were fed into an industrial The rapid rise in popularity of baby cut carrots compelled GASTRONOMICA potato-peeling machine ! The rough prototype that emerged carrot producers to adapt quickly to meet market demand. marked the beginning of the carrot industry's transformation The owners of Grimmway began to build a processing and that of the supermarket produce section as well. Facility to handle vast quantities even before they actually saw the orders come in. Their anticipation paid off; now Baby's First Retail Sale occupying more than one million square feet of space, their carrot processing plant is the largest single-crop facility Yurosek's first trial run of his baby-cut carrots was in Los in the country. Angeles grocery stores, where they became an instant hit.Shaping the Industry opposite end of the calendar from carrots' traditional sum- mer growing season." While the processing of traditional carrots-called "cello Carrots' relatively recent growth in popularity as a snack carrots" in the industry because they're wrapped in cello- food (in large part due to marketing efforts by the big pro- phane bags-requires only the trimming of stems, washing, cessors) has spurred growers to produce a vegetable that is and sorting, a baby cut carrot goes through significantly more palatable to American consumers. Philipp Simon, a more processing before reaching the consumer. To produce professor of horticulture at the University of Wisconsin- uniform and smooth baby-cuts, a carrot is first given a wash- Madison, heads the USDA's Vegetable Crops Research Unit ing that is more rigorous than that for a cello carrot. After on carrots. Although there are other carrot improvement the top and bottom are cut off, it is sliced into two-inch projects in the United States and other nations, he estimates segments and then roughly peeled. The segments are given that his unit is the largest public-sector breeding effort in a final polish - a sort of carrot sanding -and are then sorted the world. Because his research unit is the dominant proj- by size and bagged.' ect in this country, the work done by Simon and his team Because the processing of baby cut carrots is more influences nearly every carrot eaten in the United States. labor-intensive, it makes sense that baby-cuts cost more Much of Simon's work focuses on improving the than cello carrots - up to three times more per pound. And flavor and mouthfeel of carrots. American consumers the fact that more machinery is required to process them prefer a sweet, juicy carrot that bursts in the mouth rather has changed the shape of the carrot industry. Baby-cut than a bitter one with a woody texture. His unit has made carrots must be processed using capital-intensive facilities, significant progress in increasing sweetness and reducing and many smaller firms lack the initial investment required the harshness in flavor that many consumers dislike. to get a tochold in the business. In large part because They are still working on improving the texture, as con- many growers could not afford to produce the baby-cuts in sumer preference for a juicy carrot must be balanced demand, the number of American farms producing carrots with the grower's need to harvest the roots mechanically. fell by 16 percent between 1997 and 2002. The industry Carrots bred to be too juicy and soft-textured may break has consolidated and is now dominated by Grimmway and apart as they are pulled from the soil, and as Simon Bolthouse, which are practically next-door neighbors in notes, "if the grower can't get it to your plate, you're not California's Central Valley.* going to eat it." Yurosek's legacy endures, as his original intent to reduce The demands of the machinery used to process baby-cut waste has transformed carrot processing. Now virtually every carrots have influenced carrot breeding as well. Different part of the carrot is used, from the tops (turned back into carrot breeds vary widely in terms of size and shape. The the soil) to the bottoms and inner peels (juiced and used Imperator variety is the long tapered "Bugs Bunny vari- in industrial food processing).' But while food waste has cty," as Simon calls it, while the Nantes variety tends to be been reduced, the energy demands of baby cut processing shaped more like a cigar, cylindrical and blunt at the ends. and refrigerated storage are considerable. Lisa McNeece, To achieve the perfect carrot for feeding into the machinery, Grimmway's Vice President of Foodservice, estimates that traits from the Nantes are used to "improve" the Imperator FALL 2008 their processing facility is one the largest users of electricity and make the carrot more amenable to mechanical slicing, in California's Kern County.' peeling, and polishing into uniform pieces." 56 Altering the Root Is It Fruit Yet? GASTRONOMCA Another reason that two California growers have taken over The popularity of baby cut carrots as a snack food has the baby-cut carrot market is the fact that theirs is one of influenced the nutrition content of the varieties grown the only regions in the country where the vegetables can for American markets. Because carrots have been bred be grown year round. Due to technology advances in fresh- for sweetness to appeal to the American palate, the sugar produce processing and refrigerated storage and shipping, content of the vegetable has been boosted to the point that the growing season for a particular fruit or vegetable has some varieties have an almost fruit-like sweetness. Though minimal impact on its seasonal and regional availability. In it is not the intent of Simon's research to turn a carrot into a fact, the market demand for baby-cut carrots peaks between fruit, he admits that he has long aimed to produce a carrot Thanksgiving and Super Bowl Sunday, which is on the as sweet as an apple.NICKELODEON SpongeBob squarepants GRIMMWAY BABY CARROTS ready to eat no preservatives Enter online for a chance to Win Hawaii an & take a submarine ride Go to: Www.eatmorecarrots.com Set back for details NET WT 16 OZ () LB) 45492 According to Simon, the sweetest varieties of carrots and red wine. It is not difficult to imagine "technicolor" have a sugar content that is comparable to some melons. carrots being marketed as functional foods that provide In fact, because the glycemic index of carrots is relatively nutrients in addition to the vitamin A with which they are high, he cautions that people who need to watch their traditionally associated. sugar intake would be wise to count carrots among the foods they monitor. " Another peculiar consequence that may follow from Beyond Bugs Bunny the carrots as snack phenomenon is the introduction of car- With apologies to Popeye, Bugs was perhaps the first FALL 200 rots in colors other than orange. The original wild carrot cartoon character to have a positive connection with a varieties were white and contained none of the pigments vegetable, and his famous toothy munching has left a legacy 57 that give the root the color we're used to seeing. Carrots In the carrot market. For decades Yurosek sold his cello have long been bred specifically for orangeness, so the work carrots under the brand Bunny-Luv, accompanied by a car- by Simon and his team to develop red, purple, and yellow toon rabbit drawn by his wife and preapproved by Warner GASTRONOMICA varieties is not genetic modification but merely an applica- Brothers' legal department.'* Bunny Luv is now one of tion of classical breeding techniques. Both of the major Grimmway's organic varieties. According to the company's California processors have expressed interest in novel- focus group research, consumer trust and recognition of the colored varieties." brand are high, partly thanks to its long-term presence in The pigments that make a carrot red or purple affect the marketplace. If their nutritional content as well. Just like a red tomato, a As part of an attempt to capitalize on children's influence red carrot contains lycopene, and a purple carrot contains over parental grocery purchases, many fresh-produce mar- antioxidants of the same type found in dark chocolate keters are now using cartoon characters and toys to brandtheir products. In the fall of 2005 an Illinois pumpkin and grocery store with any living source. Similarly, as our fresh watermelon supplier began using Peanuts characters, produce becomes more processed and we encounter fewer and the United States Potato Board recently made a deal whole raw foods, future generations may fail to connect the with Hasbro to use the face of Mr. Potato Head on bags cubes, sticks, and rounded cylinders in their soup or stir fry of fresh potatoes. Other regional produce suppliers have with roots in the soil and fruits hanging from vines. signed licensing deals to use Sesame Street and Disney characters." Many produce marketers have spoken of trying to move "pester power" - the influence of children on Industrial Vegetables, Industrial Accidents? their parents' purchases-out of the cereal aisle and into As the farming and processing of fresh produce become the produce section. ever more centralized, some critics argue that the system Increasing demand for produce by appealing to chil- is becoming more vulnerable to bacteria and other threats. dren seems to have worked in the case of baby carrots. For If the E. coli scare with spinach several years ago taught several years, Grimmway Farms has marketed baby-cuts us anything, it is that a huge, centralized food-processing using the popular Nickelodeon character Spongebob system may be less stable than a network of local or regional Squarepants. Sales of Spongebob-branded bagged carrots to ones. When 85 percent of the nation's carrots are being school foodservice operations increased children's recogni- washed in the same water and processed with the same tion of the brand in the grocery store. Lisa McNeece said machinery, the risk of one problem affecting the entire she heard accounts of children who disliked carrots prom- supply will be much higher than if the vegetables were pro- ising to eat the vegetables if only their parents would buy duced and consumed in smaller batches closer to home. the Spongebob Squarepants brand." The idea that a brand Measures such as equipment sterilization and refriger might make an otherwise nonbranded product more appeal- ated storage and shipping are used by carrot producers to ing has long informed marketers of parity products-items prevent such a thing from occurring. But when expensive that are functionally equivalent A recent study showed and energy-intensive processes are relied upon to make pos- that children prefer the taste of several foods (including sible (and safe) a centralized supply, the practice of growing baby carrots) branded with the McDonald's logo to that of a perishable food thousands of miles from where it will be unbranded foods. Is eaten begins to make less economic sense. Removing the Peel(ing) Food Futures The story of the baby-cut carrot's success and popularity Baby carrots owe their success to many factors that are among consumers tells the larger story of what is happening already shaping both the infrastructure and the contents of in the supermarket produce section and in the home kitchen. the supermarket produce section. The preparation and labor that used to be done by home One factor in the popularity of baby carrots is the fact cooks is moving into enormous factories and processing that consumers are clearly willing to pay a premium for plants, while the raw ingredients many people cook with convenience, and fresh-produce suppliers are glad to peel, FALL 2008 are becoming less "raw." To appeal to time-crunched home chop, segment, or julienne their raw product if it will cooks, food magazines increasingly publish features about boost their profit margins. The margins on fresh food have 58 assembling quick meals from prepared foods rather than traditionally been lower than those for processed food, as cooking from scratch. the latter is considered "value-added" and carries a higher As the basic preparation of ingredients continues to retail price. Retailers and suppliers will likely embrace GASTRONOMCA move from the kitchen into the processing plant, it is not adding value to (i.e., preparing) any and all fresh produce unreasonable to expect that in the near future a common if it means they can charge more for it. tool like a vegetable peeler may become a relic. If a cook Prewashed bagged salad is a product category that grew shops at the right stores, she may never have to peel and simultaneously with baby carrots in the early 19gos. Like chop a carrot or a potato ever again; they are among dozens the process used to segment, peel, and polish carrots, the of vegetables now sold washed, sliced, and bagged in a one that ends with bags of delicate baby greens suspended refrigerated case. In an inert gas that extends their shelf life is costly and For those who grow up without ever seeing animals in a labor intensive." The fact that consumers pay up to four field, it is hard to associate the plastic-wrapped meat in the dollars per bag to avoid preparing salad greens themselvesis testament to the power of "value added" fresh produce. NOTES In years to come, grocers will likely add more refrigerated 1. Elizabeth Weiss, "Digging the baby carrot," ust Today, is August zon4 cases to their fresh-produce section to accommodate the 2. Kevin T. Higgins, "The Carrot King of Kem County" Marketing Management, "fresh-cut" (and sometimes more quickly perishable) products. Summer zonc: 10-13. Another factor in the success of baby carrots is that 3. Gary Lucier and Hiing-Hwan Lin, Factor Affecting Cement Comemption in the for millennia humans have been selectively breeding United Stermanusgig-es (Wahington, D.C. Economic Research Service/usDA, March song) for desirable traits in crops and animals, and we're only 4. Lisa McNence, Vice President of Foodservice, Grimmway Enterprises, tele- getting better at it Our ability to sweeten a carrot, alter its phone convention, in August ano7- shape to accommodate a machine, change the color of . Phil Gruaka, Vice President of Marketing, Grimmway Enterprise, telephone its skin and flesh, and give a root vegetable the texture of convemation, 1 July song. a crisp apple hints at the directions our foods may go in A Lucier and Lin, Factor Affecting Carrat Consumption in the United States. millennia to come. 7. Phil Gruarka, telephone comenation, in July znay. Finally, one of the most important factors in the success & Lima Me Neces, telephone curvenation, 29 August and7. of these tiny vegetables is branding. A brand is a powerful 9. Phil Grineka, telephone conversation, in July zoug. selling tool that will no longer be confined to cereal boxes 10. Philipp Simon, telephone convention, 30 July song. and other packaged foods. Many researchers have pointed 11. Thid to branding as a potentially positive force to encourage 12. Thid children to make healthier food choices. If food companies 13. Thid can apply the same marketing strategies (and budgets!) to 14. Wear, "Dipping the baby canut" selling fresh produce as they do to selling processed and 15. Liu Mc Nerce, telephone covenation, an August 2097. convenience foods, the power of the media may be able to 16. Jacqueline Rom Licherman, "Marketing In Kids, " Pedsee Barmnem, April turn our appetites to the benefit of our health. s 17. Lisa McNerce, telephone covenation, in August 2307. 14. Thomn N. Behiram, Dima L.G. Horsekowski, Donna M. Matheman, and Helera C. Kraemer, "Effects of Fast Food Branding on Young Children's Tate Preferences, " Archive of Pediatric and Adolescent Medicine ifs, no. 8 (zoop) To:-797- 19. Michael Pollan, The Cunirare's Dilemma (New York: The Perquin Prem, GASTRONOMCA Y FALL 2008