From the books of Eric shlosser "fast food Nation" shuddered all macdonaldtown tables of the world. A few years journalist Schlosser studied how the fast food system has been ploughed not only diet, but even the landscape first America, and then to other continents.He knows the origin of the meat (and therefore stopped eating ground beef), why is it so tasty fried potatoes and what's the real price of a hamburger, which not posting over the counter. After explaining all this in the book, Schlosser still fighting off the angry sharks of the American food industry. And in Newspapers, for example, such comments: "Sit half an hour with this book, you will get the best diet" (the Sunday Herald) and "This reading is enough to turn Schwarzenegger in the vegetarian" ("Seattle weekly")...
Instead of joining
- "McDonalds" in schools, on ships, in hospitals.
In 1970 Americans spent on food $ 6 billion per year in 2001 - more than 110 billion more than on higher education, computers, cars. More than books, movies, magazines, Newspapers, video and music together.
- In any day, today, and yesterday, a quarter of the adult American dining in fast food. From junk food will not go away, regardless of whether you eat there twice a day, avoid it or never bite from the Burger, as many in Ukraine.
- "MD" today is responsible for 90% of new jobs per year. Every year the company employs a million people. But the largest employer in the lowest salary. Worse, only immigrants in the fields.
- The average American eats 3 hamburger and 4 servings of potatoes every week.
- One in eight working USA once worked at McDonald's".
- "MD" consumes pork, beef and potatoes most of all in the United States, chicken - little less than fast food "Kentucky fried chicken".
- Advertising "MD" spends more all brands in the world.
Especially for "McDonald's" bred breed chickens with huge Breasts, "Mr. MD. White breast meat is a popular dish on the menu, "chicken Mcnuggets". It changed the whole industry of chicken production. The chicken began to sell not entirely, as 20 years ago, and chopped to pieces.
- The Golden arches "of McDonald's," according to psychologist Louis Ceschina, - Freudian symbol. It is "a huge pair of Breasts" mother McDonalds-
- 96% of American preschoolers instantly recognize the clown Ronald McDonald. Higher percentage of recognition only Santa Claus.
When the burgers were on the conveyor, the Americans had inhabited his West on the car, changing the appearance of southern California road network. By 1940, in Los Angeles had a million machines: more than 41 the state. It is in California appeared first in the world Motel and father of fast food drive-ins, roadside restaurant. Drivers lured bright neon signs and girls in short skirts, so-called "carhops" road waitress who took the order and brought the food right into the machine.
Drive-ins in the 50-ies were wildly popular. When they grew up, even the Church calls "Pray in the family car".
Two brothers Richard and Maurice McDonald's came to California in the beginning of the great depression to find work in Hollywood. Setting the scenery at the Studio, they have accumulated some money and opened a cinema. But the institution did not bring profit, and then the brothers decided to join the fashion business. Their "McDonald's brothers Burger bar drive-in" with the hotdog was surprisingly profitable.
By the end of the 40-ies brothers bothered to hire new employees, all the time changing places of work to find good cooks and buy plates that buyers are teenagers constantly pounded. Buyers themselves are teenagers too, im tired.
McDonalds has closed his shop and after 3 months it was opened again. But everything was different. They found a huge grills, threw two-thirds of the items from the menu, leaving what not to eat with knife and fork. Replaced porcelain tableware paper.
First used in the kitchen the principle of conveyor: one worker was roasted chicken, the other was done in a bun. All burgers are now done with the same toppings: ketchup, onions, mustard, two pickled cucumber. The advertising slogan of the institution said: "Imagine no waiters - no dishwashers - no drivers. Self-service! "
Through all this the burgers have become half the price, and buyers, there was no end.
For the brothers hired a young man, believing that girls will attract hateful teenagers, and it will turn away all other clients. The calculation was correct. Soon the queue has noticeably matured, and in the Newspapers wrote: "Finally working families can feed their kids in the restaurant. Layman, Richard came up with the design café. So it was visible from afar, he installed on the roof of the two Golden arches, illuminated by neon. Thus was born one of the signs of our time.
Competitors shut their mouths. Soon across the country appeared institution with the words "Our restaurant is the same as "McDonald's"! ". The idea travelled from one proprietor to another. Of these cafes have grown all the giants of the fast food chains. And "McDonald's" of 250 in 1960 was 3000 in 1973);
To cover its network all America brothers helped talented businessman ray Kroc. Once he was a jazz musician who played in a brothel, then sold all the bullshit...
Glancing at the restaurant "MD", Kroc realized that you can conquer the whole world.
The brothers McDonald's were not so ambitious. They sheared 100 thousand a year, had a big house and three Cadillac and didn't like to travel. Because both agreed on the proposal of the CROC to sell franchises all who wish to open a new café.
First, the right to open McDonald's was worth 950 dollars. Today - 500 000. And Kroc was the founder of the "McDonald's Corporation".
Feed the children and feed the children
Brothers McDonalds relied on family. The CROC went ahead and learned how to sell to children. At the beginning of the business, he circled the city on its "Cessna plane" to look out for, where are the schools.
In the mid-70s in America was in the midst of a baby boom, but not so much had a clean and comfortable places for a family vacation. But each child could bring not only two parents, but the grandparents... Kroc liked to say that he does not work in the food industry, and in show business.
Colored areas with slides, ball pools, clown Ronald (appeared in the 60s thanks to the TV show) and food wrapped in bright packaging, enchanting children.
Now in the "McDonalds" of the United States 8000 playgrounds, "the Burger Kings" - 2000. "Ground lead children, children - parents, parents - money". Every month, come 90% of all American children. In addition to sites and clown them attract toys, which together with the hamburger and Cola are included in the set of "happy mills" - "Happy food". Toys produced a series after the release of another cartoon or movie, they want to collect in the collection... Soft animals "Bini baby", filled with balls, 10 days in 1997 sold 100 million!
In the modern child obyazuetsya burgers and drink three times more Cola than 30 years ago. In America Cola drink even 2-year-old kids. (Today tactics KROK was adopted by many companies, realizing that children are unbeaten category of buyers, which tormented by guilt busy parents spend more and more money.)
By and large, all the fast food industry is designed for children. This is what feeds the children and feeding them at the same time: the main workforce of these cafes are high school students.
Two-thirds of all workers in the fast food network no 20. They work for a very small fee to perform simple operations. In 1958 in "MD" appeared first statement about 75 pages, describing in detail all actions by cooking and ways of communicating with customers. Today, such a book of 750 pages, and it is called the "Bible of McDonald's".
Employee turnover in the fast food - up to 400%. A typical employee leaves the cafe after 4 months. Among workers, many children from poor families and immigrants, especially from Latin America, who know English only the name of the dishes on the menu.
Low salary and lack of protection of labour is replaced by the creation of "team spirit" among young workers. Already managers McDonald's learn how to praise subordinates and create the illusion of indispensability. It's cheaper than to raise wages.
Injuries in young staff two times higher than in adults. Every year calacatta in their café 200 000 people. In addition, fast foods are often subjected to robberies - mainly from those same teenagers out there who have worked or are working. 4-5 people die at work each month. In 1998 in the United States of restaurant employees were killed and more than police officers.
Young labor loves to have fun. Videos in fast food Los Angeles has shown that teenagers sneeze in your food, licking fingers, kovyrâû nose, extinguish cigarettes on the products, drop them on the floor. In may 2000, three teenagers from the "Burger king" in new York were arrested for about 8 months spat and urinated in food. In the mixers live cockroaches and mice climb nights left to defrost the hamburger... it is Known that many workers don't eat junk food in the home café until they cook a batch.
Mr. Kaltofen
The informal motto of Idaho: "we Have a good potatoes and... well, and nothing more.
But potatoes are good! " In 20 years in this region with warm days, cool nights and light volcanic soils formed superinduce potatoes.
The harvest had to attach. Americans at that time ate potatoes boiled, baked or mashed potatoes, but gradually the love of French fries, which recipe is still in 1802 brought from France, President Jefferson, spread everywhere. Successful potato farmer Jay Ar Simplot always kept his nose to the wind. And soon his chemists have perfected the technology of rapid freezing.
Simplot started trading morozhenym slices in 1953) To his surprise, at first he couldn't find enough buyers. At the same time for ray Kroc potatoes was a headache. Use the popularity of not less burgers, it took a lot of time. And then the CROC decided to buy frozen potatoes at Simplot.
The cafe visitors liked. Rather, they noticed nothing. But a sharp decline in prices has added "French fry" popularity: it began to consume almost 8 times more. (And Simplot with a light hand, fast food has become one of the richest people in America and the largest landowners. This old multibillionaire wears a cowboy hat, eating lunch in the "MD" and goes on Lincoln "Mr. Spud" - "Mr. Kaltofen".)
Modern potato plant - the triumph of progress." Potatoes automatically sorted, washed, dried under steam so that it falls off the skin. Then automatically cut and cameras from different sides look out for defects tubers and out of such potatoes ferry to in a special compartment carefully cut the affected area. Sliced potatoes lowered into huge vats of boiling oil, it is fried to a light crunch, freeze, sorted by computer, a special centrifuge stack in one direction, packaged and taken to the restaurant. Fall to the potatoes add sugar, spring clean - and the taste is always the same.
You shave the same as chew on the dinner
The taste of this fries from McDonalds like everyone. Previously, he depended solely from fat in which it was fried. For decades it was a mixture of 7% cottonseed oil and 93% beef fat. In 1990, the people took up arms against cholesterol, and in fast food passed on 100% vegetable oil. But the taste was required to leave the same! Today, if you ask in the "McDonald's" information on the composition of the dishes at the end of a long list reads modest "natural flavouring". This is a generic explanation of why fast food is all so delicious...
Fast food was born in the era of Eisenhower, ocharovannyy technologies during the slogans "Improve the lives of chemistry and the Atom is our friend". Recipes potatoes and hamburgers should be sought not in cookbooks, and in the writings of the "Technology of food industry" and "Engineering of food." Almost all products come in the cafe already morozhenym, canned or dried, and cuisine of these cafes become the latest instances in a series of complex industrial process. Such simple food shovelled a hundred times. What we eat, for the last 40 years has changed more than in the previous 40 000. And the taste, and the smell of hamburgers and It is done on a huge chemical plants in new Jersey.
About 90% of all the products that we buy have been pre-processed. But canning and freezing kill the natural taste of food. Because the last 50 years, neither we nor fast food could not live without chemical plants.
Industry secret taste. Leading American company would not disclose any exact formula of the product, nor the names of its main customers. Visitors to fast food had thought it had great food and talented chefs...
Before you visit one of the factories of the company "the international Flavors and Fragrances" (International flavours and fragrances), Schlosser sign an undertaking not to disclose the names of products containing the company's products. He visited the laboratories of the "snacks" that are responsible for the taste of bread, chips, crackers, cereals; confectionery - she "makes" ice cream, candy, cakes and toothpaste; laboratory drinks, where expires "proper" beer and "100% juice. The smell of strawberries is at least 350 chemicals. Most flavors or colors in my bedroom. You can give the food the smell of freshly cut grass or unwashed bodies...
By the way, the difference between "natural" and "artificial" flavors absurd. They both consist of the same, obtained thanks to the highly advanced technology and made in the same factory. Just the first to receive exposing the chemical reactions of natural products, and the second "collect" artificially. In addition to the taste of the products, the company produces the smell of 6 out of 10 of the most popular spirits in the world, including "biutiful" "Estee Lauder" and "Zeus" "Lancome". Along with the smells of soap, means for washing, shampoos, etc.
This is the result of a single process. Shave you actually what you have for dinner.
It is proved that the taste preferences, and personality, are formed in the first years of life. Small children are eating in fast food, and it becomes their "happy meal" for life...
Who eat cows
Cowboys and ranchera always been an icon of the American West. But more than half a million of them over the last 20 years has sold the cattle and changed the lesson. The entire meat industry dominated by large corporations, working in fast food. Everything has changed: from a content cow feeders to pay the butcher. Work at the factory has become the most dangerous in America: only the official figure is 40 000 injuries per year. The meat of the USA will handle up to 400 carcasses per hour, while in Europe not more than 100. Because of the low wage work here some immigrants.
But it has changed not only the process of slaughter. It is only the last straw in a chain of fateful for the meat industry changes.
Cow farmers ate, as they should, grass. Cows destined for great posthumously grinder, three months before the killing huge herds are driven to a special area where they are fed grain and anabolics.
One cow can eat more than 3000 pounds of grain and to gain 400 pounds. The meat is very fatty, just right for stuffing.
The increase in grain prices worsened the already terrible situation. Until 1997 the first call from mad cow disease - 75% of U.S. cattle ate the remains of sheep, cows and even dogs and cats from animal shelters. In one 1994 cow US ate 3 million pounds of chicken litter. After 1997 in the diet remained supplements from pigs, horses and chickens together with sawdust from the pens.
Caution: stuffing!
In the early twentieth century, the burgers had a bad reputation. They were considered dangerous food of the poor, which was sold only with trucks from factories or at fairs.
"There are burgers - all the same what to eat out of the trash" - then wrote the newspaper. To improve the reputation of the bread with the chicken has been in the 20-ies of the company "White castle", which established their grills on view to the public. Then came drivin and family policy "McDonald's". The burgers seemed all perfect baby food: easy to chew, to hold in your hand, satisfying and inexpensive.
And the most terrible victims of the burgers were also children. More than 700 children are sick in Seattle in 1993 and six died, having lunch at a fast food Jack in ze Box. Within 8 years after this incident, a similar infection picked up half a million people.
Of these hundreds were killed burgers, and it is contained in the beef colibacteria.
Colibacteria 0157H7 allocated for the first time in 1982) It has mutated from normal bacteria of the intestine and secretes a toxin that affects its inner shell. 5% of the patients die in agony while antibiotics are powerless. Colibacteria unusually resistant to acid, bleach, salt, frost, live in any water remain on the shelves for weeks, and infection of the body they need only five. You can pick up kleinheksel swim in the lake or playing on contaminated carpet.
This mutant lives in the cows for decades. But changes in the rearing and slaughter have created ideal conditions for its spread. Sanitary conditions in the cow pens compared with the medieval city, where flowed a river of sewage. And when skin to skin on the meat-packing plant, lumps of manure and dirt fall into the meat.
Because a piece of raw meat in the kitchen is a terrible threat. Tests microbiologists found that on an ordinary kitchen sink fecal bacteria more than on the toilet. Better to eat carrots, which fell in the toilet than the one that fell in the sink in the kitchen.
With stuffing things worse. Studies have shown that in 78, 6% of ground beef have germs that spread through the feces. Medical literature about food poisoning is rife with euphemisms: "the level of forms of colibacteria", "aerobic count"... But behind those words is a simple explanation why from Burger can get sick:meat eating manure.
The situation is dangerous because at the present level of processing beef for one hamburger meat contains tens or even hundreds of cows. And without colibacteria it enough infection. Every day in America, about 200 000 people suffer from food poisoning, 900 are in the hospital and die 14.
Sandwiches are changing people
Eccentric Japanese billionaire Den Fujita brought "McDonald's" in his country, saying: "If we will have hamburgers and potatoes for a thousand years, we will become higher, our skin turns white, and brunettes we turn into blondes".
Actually Japanese, and all other customers of McDonalds just a few years turn into fat. 54 million Americans suffer from obesity, 6 million supergirly - they weigh more than 100 pounds (45 kg). No nation in history has gained weight so quickly.
And portions of junk food all grow. Network "Wendy" offers "three-Decker hamburger. "Burger king" sandwich "a Great American". "Hardy", "Monster". McDonald's - bigmike. Consumption of carbonated beverages has increased in 4 times. If in the 50's the typical order of Cola was equal to 230 g, now "children" portion of 340 g, and adult - 900. People become addicted to fat and sugar.
Obesity is the second after Smoking cause of death in the United States. Every year, it kills 28 thousand people. 2 fold increased levels of obesity in England that are greater than all Europeans love fast food. In Japan with their marine and vegetable diet fat before there was almost no - today they have become like everyone else.
Fast foods are accused that their goods are not informative labels about the risk of obesity. A group of fat people of new York has recently filed a lawsuit against the fast food chains because they "deliberately impose on people junk food".
For attacks on favorite American food slosser called economic ignoramus, a fool and a fascist. Official McDonald's said that the "real "McDonald's" has nothing to do with this book. He lies about our people, our work and food".
Source:
Authorities.no
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