Assignment 3; What now?

1. What is the best answer to the "Omnivore's Dilemma"?...What should Americans be eating for their meals?

Food. Personal choice. Conventional versus Organic. Family and Tradition versus Government and mass-production. The list is endless, Food, is such an overwhelming concept. Somehow it has gone from an instinct and form of survival, to a lifestyle and path to disease and economic failure to communicate. On page 3 of "Food Fight", Imhoff states that:

"Increased global trade, the call for less government spending, the concentration of distribution and processing capabilities, and low commodity prices took their toll on the farm sector and rural communities. Eventually corporate agribusinesses and mega-farms succeeded in tilting subsidies completely in their favor, but the Farm Bill has remained cloaked in a mythology that obscures its true impacts. For so long, so many things have been done in the name of the farmer rather than for the farmer that it's hard to separate rhetoric from reality."

For someone like me, who does not find the business and political side of the food industry a very simple concept--or simple language for that matter--books like Food Fight help to lay down the basics of what happens when things happen. When I started this course, I thought that I was doing my part in contributing to the improvement and strengthening of local and organic (healthy foods), and the enrichment of community life. I felt I was doing this by simply shopping at all natural food stores, growing foods with my roommates in our back yard, and becoming involved with local organizations. In other words, it is basically my way of living on the surface without a guilty conscious and without having to look behind the scenes at things that I believe we all truly know are destroying our environment. What is the best answer to the Omnivore's Dilemma? The best answer I can give is Education. Education can and hopefully will jump start this generation in to unlayering or taking off the surface of what we face as reality everyday. The surface of advertisements, brands, commercials, mass-marketing, video games, television, what have you that takes us away from our community and creates a blur on what is really happening in most cases. We have to get underneath the constant mirage of blinding projection of standard behavior and suggestive lifestyle which inherently creates and supports the sedative state of our generation and those on the way. We can't blame "them", or "it", we want to be able to point the finger at someone, or a group of someones for encouraging the evaporation of education and sustainable living. It's as if the world has become a comic book of heroes and villains and all the little helpless damsels distressed along the way. But even those who supported the development of conventional farming and genetic engineering and inhumane raising and killing of animals, even those who supported that and helped create the means to do such a thing cannot be solely responsible for reversing its effect.

The farming and food industry has become a well-oiled machine (well-not meaning-good) which is technologically advanced and developed enough to where we are almost being run by it. This is where heroes like Micheal Pollan and Micheal Moore come in. People who are making efforts to find a way to reverse or undress the issue at hand, and more importantly, to teach others about it, to unveil the facts and the opportunity to change. This creates a personal attachment from what these researchers are learning to those of us who listen. Pollan took it upon himself to retrace the course of food to person, a task which does not open itself easily to accomplishment. In his findings and through his efforts in educating others about the food industry, he has already educated us in what we are really putting in to our bodies. It is through this education that we find our own curiosity, and our own questions about what we eat, and effects our food choices have on other people, communities, environments, and more importantly our future, and the well-being of everyone and everything. Not one person has told us what to do. Or given us a clean answer or step by step cleansing process so that we know what or how to not be any contribution to this epidemic. I'm not so sure anyone can tell us what to do. I believe that we can clean this up, I just don't know how much will be lost before that process is really noticeable. We have to continue to educate ourselves and others about what food has become, and where our food is coming from, from there they can take on their own investment in to this adventure.

Kieth, his friend Joe and I went on two organic farm tours with two very wonderful people from People's. The first farmer's name was Lyle Stanley, Lyle is very passionate about farming and producing healthy food for the wellness and healing of people. He genuinely cares about what is happening to our world and the process that we view as standard for food production, and specifically the distributing of that food. Lyle said to each of us before we left that he struggled, was tired, and was angry about what has happened in this world and that he cannot support his lifestyle of working daily and growing good wholesome food for his neighbors. But he also said that he loves what he does, he is passionate about it, and he has chosen this as his love and life to go after and try to make a difference within and outside of his means. He then pointed at each of us and said, "And you... you are going to pick something, and you are going to do that, and give everything you have in your heart to improve and help and be passionate about that. And you... you are going to pick something else, and you are going to give everything you have in your heart to that, and struggle and grow and be passionate about that". And so on and so forth to each of us. This made an impact on me because I see what Lyle and others like him are doing to change the downhill slide of our farm policies and lack of concern and lack of activity for that matter. I see what he is doing and that he may not see large return or hard evidence of the worldwide impact he is making, however, if more and more of us make the choice to do just that and be passionate and invest our knowledge and time and energy to something that will ultimately benefit our environment and those that live on after us, then I think we can see some difference, enough to feel rewarded, baby steps of resolution will develop in to a grander scheme of reversal.

What should Americans be eating for their meals? Americans should be eating champagne grapes for their meals. That is the end all be all. Actually, I just had to say that because my roommate just brought me some nice and cold from the fridge. She got them at New Seasons. I wonder how many miles they travelled to get in to my hand here. But they are delicious. However, I think I could sacrifice little pleasures like champagne grapes and exotic flowers in order to shrink my personal contribution to over-production and most likely slave wages and unfair employment practices. I could and will sacrifice those things in my efforts to learn more about all my daily practices that are adding to the problem of mass supply and demand and the uneven proportions therein. So what should Americans be eating? We should be eating our own food. Straight from the garden to the kitchen. Commune living, that's where I'm headed, going to find a group of people who know more about it that I do, so I can learn, and then teach others. That's the best I can do, and I will leave the financial and political endeavors to people speak that language, while I learn more about that from them, and then maybe I can make a larger impact there. Baby steps, if everyone baby steps with their personal choices, large impacts occur. Everyone decides to ride their bike five days a week. That's a baby step! And if everyone did it, there would be large impacts--over a certain amount of time, those large impacts would conjoin and the environment would kick back in to its healing process.

2. Can cooperation succeed as a business model in the United States?

The seven cooperative principles (listed in Assignment 2 below) are a very direct, and yet very fluid list of concepts with the idea of ultimately benefiting the community, the growth of education, and the openness to new ideas and concepts with the hopes of contributing to the well-being of the food industry, the family, and the health and future of the world. It sounds slightly cliche and maybe unrealistic when developing a solid business model. For someone like me, who is very new and green to the entire business side of things, it seems like all you really need is the desire and the efforts and time of people whom genuinely care about the company and its policies, as well as enough income and financial flow to allow a store and a community space to stay open. The most important part of the cooperation model is that it requests and appreciates involvement from everyone who is involved--which isn't very common among standard business practices. If you purchase something from a company, you aren't asked to be an owner or if you would like to participate in making business decisions. It's as if the Cooperation has a larger backbone because of the sheer numbers of real people involved. There is a lack of delegating and no need for international representatives calling the shots.

3. What do you think is the future of the natural food industry?

I believe that the future of the natural food industry really lies in each of our hands, there is no way to tell if there will even be a future for natural food, based on the majority of our habits, and the process of our historical lifestyle evolvements and changes, the future of natural food doesn't look like a future at all. We may in fifty years only be able to find clean food in the middle of the mountains, or in Cuba (they've got a pretty good handle on things). It's really up to anyone who cares, to decide that they care enough to make natural food a part of their daily lives, and to regard the food industry with respect and interest so as to take away a bit of the governments decision making. We could argue forever about organic, non-organic, local, cruel and inhumane animal practices, and so on and so forth, but when we really get underneath it, as long as we are caring about the food industry and what is happening therein to independent farmers and the lack of new farmers, if we all donate some kind of thought and energy to the continuation of real and whole food in general, than the rest of the issues can be explored. Right now, the future of the natural food industry consists of a lot of people with passion, without a lot of money, and a government and industry machine that can cloud the issues at hand with juicy advertisements and million dollar campaigns and commercial agreements.

On p. 320 in "Omnivore's Dilemma", when speaking of the practices of humane and inhumane killing and the small inconspicuous differences between a CAFO and a "good" farm, Pollan states that...

"What this suggests to me is that people who care about animals should be working to ensure that the ones they eat dont' suffer, and that their deaths are swift and painless--for animal welfare, in others words, rather than rights"

Similarly to this, people who care about local and organic food, and the health of our environment and community should be working to ensure that things are being done at the top of the industrial food chain in all areas of food, as an entire ethical and value assessment of the food industry without judgements, and make personal choices to ensure the lack of contribution they are making to those things that they deem so unacceptable for our planet's sustainability.


4. What do you think are People's strengths in the local marketplace? In comparison to its competitors, how do you think People's should position itself into the future?

People's has many strengths, and I think many Portlandians honor and respect the values behind People's. One of the concrete strengths is their location, however, it can also be a hinderence when wanting to acquire new members and introduce those not familiar with cooperatives to the ideas and beliefs behind People's. Because it is off on a neighborhood street, those commuting on main roads may not notice it and head right over to new seasons, or what have you. Perhaps the cooperative could develop some sort of campaign or word of mouth advertisements just to inform others that they are there. Many of us were lucky enough to hear about it through a friend, or ride by and become curious from the design and the atmosphere. However, it is not often that people stop when they are curious. (It's one of my favorite things to do).

This then poses another question of whether or not People's is interested in that kind of development and advertising. Do things like newspaper ads step outside of their value scale? Or maybe they could just sell more apparel and trinkets with their logos and something catchy to spread the word. Either way, I think they make a strong first impression with newcomers, and would create a very large community through the communication of friends, neighbors, owners, Portland State, and so on and so forth.

Compared to the large corporations such as whole foods and trader joes, etc. I think that places like this will continue to thrive in areas because of its essence of popularity among certain demographics of people. Eventually if these people realize that the purchases they are making are doing a lot less than they believe, they would be easily switched to a cooperative or perhaps even a CSA. Hoping that the uprising of health food stores is more a trend than a lifestyle choice, and that by the continuing education of the food industry and the government subsidizing and economical failure associated with all of these issues, consumers will make choice then to change their behaviors and purchases to add weight to the uneven table of conventional and industrial versus independent and organic. So basically it is through education that People's can continue to thrive and grow within our communities and the larger nations food and environment issues as well.

Assignment 2; Natural Food Industry

1a. On my last trip to the grocery store I purchased the following items, I realized that because I knew I was going to be recording my purchases I was more focused on the way I was shopping. I usually read the labels of anything in a package, and pay most attention to calories, trans and saturated fats, and sugar content. I make fairly regular purchases at a few different markets, and because of my current schedule, buy a lot more packaged than bulk foods because of the time I have to grab and go. I will still buy nuts, grains, rice, and dried fruits in bulk, but realize now that I don't pay as close attention to those labels because I have trust in the business that I am purchasing them from. Also, I have come to associate many of these bulk foods such as granola and dried fruit, as well as the occasional chocolate almonds and yogurt raisins, as my junk foods or sweet snack foods, therefore I know that they aren't that good for me, so I just assume that sugar will be high. However, my rice, nuts, grains, and even breads are purchased sans-packaging as much as possible because of the waste and health benefits.
It occurs to me now after attempting to get underneath my shopping process, and why or how it is that I have come to shop like this, that I assume that non packaged foods are going to be better for my body than those that are packaged. Why is it that I feel this way? To purchase in bulk obviously cuts down on waste, but is it necessarily or even in general better foods for my body? I suppose it depends on where I purchase the foods, the variety of the foods I purchase, the portioning in which I consume them, and what I am looking for in my own personal diet.

So, on this particular shopping trip I skipped the bulk section and bought the following items, (keep in mind I was on my bike and had to choose with the thought of transporting my purchases home in my backpack, so I kept it relatively simple).

1b:

Item #1. Good for Life California Sun-Dried Made in Nature 100% Organic RAISINS:
Wow... and that wasn't even the whole title of this particular bag of raisins. It's interesting how marketing works to grab our attention. These raisins were purchased at Fred Meyer, I buy them there because I can get a very large bag that will last myself and my two roommates longer. However, after bringing it home I realize that all of the "organic" language on the bag in bold and large colors almost seems as if they are trying to convince the potential consumer of the quality or freshness of the mystery product inside. Maybe this is why I prefer unpackaged goods, because I can see what I will be consuming in the near future! It is similar to going in to a restaurant and having limited to no access or view of the kitchen. What is going on back there and is it clean? The more you can see, the more hands on you feel with what is going on around you, the more personal connection you feel to your food. The texture, sight and smell of your food should be what grabs your eye, not the bright yellow bag with an image of shiny green grapes, inside of which is a ridiculous amount of raisins (I'm assuming because grapes are more appealing to the eye before they are dried up and loaded with sugar).

Item #2. Westbrae Natural Organic Black Beans:
These beans were purchased in a can, a large can at that, from People's Food Cooperative. I knew that I already had a few cans of beans from there, but I really couldn't think of anything else we needed at the house, and I like to incorporate beans in many of my meals because it has fiber and protein, and they are a good filler. I haven't really done any more research on beans, and I'm not sure when it became part of my semi-regular diet, I think at some point I replaced things like croutons or chicken in my salads with beans or rice. My salads are slowly becoming a veggie burrito minus the tortilla, with the addition of fruits and spinach....Yum. The other thing I noticed when looking closer at my can of beans is the USDA Organic stamp on the label--and the fact that my bag-o-raisins was missing the same stamp. Now I wonder, what exactly does that mean? Do I trust the USDA to make a distinction between what is healthy for me by officiating titles Organic and USDA Organic? I suppose that question can only be answered by the kind of research that is going on in our textbooks. I would have to trace back my raisins to their California place of birth and investigate the sustainable efforts of the farm where they were grown. On top of that I have to decide if I have already broken my personal food and environment values by purchasing a non-local product. Already I have gone from feeling pretty good about my food choices before I started this assignment, to beginning a personal inventory of my beliefs and values in the choosing from the vast array of products, and lifestyles for that matter, that we have available to us.

Item #3: Barbara's Bakery PUFFINS Peanut Butter 100% Natural Crunchy Corn Cereal:
Confession, I love these things. I don't even care about the picture or how unappealing the milk looks in the bowl on the box, my roommate brought these home one time and I was hooked. I go through about a box a month, and it's the only cereal I eat besides the boring oat bran which comes in a large bag from people's. Granted, the box of Puffins state that they are low fat and wheat free, but I associate cereal especially with sugar and other bad things, so I stick to pure oat bran or the occasional granola and fruit breakfast. I just realized that Corn was in the title of this cereal, and after reading all about corn in Omnivore's Dilemma I'm wondering where this corn came from, after all, it isn't 100% Natural Corn... It's 100% Naturally Crunchy Corn Cereal. And I'm 100% Naturally a sucker for titles like that. If that isn't social advocating or manipulating or false advertisement, than I'm not sure what is.

4:Whole Foods vs. People's Food
I work next door to a Whole Foods and up until about 6 months ago also lived very near that same location. So I did 99% of my shopping at Whole Foods. It was easy to get addicted to the store and I think there are a few reasons for that. It goes back to the Barlow-Simson hand out which describes the desirable qualities of a supermarket. The cleanliness, inviting atmosphere, clearly marked aisles, fresh looking products, large variety, informed and clean staff, and the desire for customer feedback. They have everything your heart could imagine, and the idea that it is all organic is an automatic reward the minute you walk through the doors. People walk out of there with whole pizzas, cheesecakes, and a bouquet of flowers from Brazil without thinking twice about whether or not those were healthy choices because it came from "whole foods", and we have become conditioned to associate that with "good for me". Granted, Whole Foods makes many efforts to help lower our individual carbon footprints, and is making efforts as a company to lower their own. They are for the education of food development and food choice, and I think are a better choice than Safeway or Albertsons, but I have begun to step away from my own Whole Foods Junkie life because of a few different reasons.

I've begun to get the same feeling of overabundance, overwhelming variety, and unnecessary product assortment when I am in Whole Foods. It is slightly similar to a Costco experience, but things are more pricey, and most products claim to be natural or organic in some form. However, I can't justify shopping somewhere where there are plants, foods, and produce brought in from places across the world on a regular basis. I enjoy the flowers just as much as the next person, but to waste energy and transport a beautiful plant merely for our aesthetic value? It's not lining up for me, and I struggle with whether it is possible to only purchase local items. Even at People's Food they have apples brought in from Chile. I understand that I don't have to purchase these items, however, I think I do, I know I do, fairly regularly. In my coffee, my tea, my toothpaste, all or most of my toiletries are not made from local products.

On a priority scale of one to ten, I would say that I am making my food choices a 6. I thought I was a lot higher before I started to evaluate it. And I've just skimmed the surface. I suppose am or was comparing my own lifestyle and diet with that of others around me, and so I felt I was making large sacrifices for the sustainability of local and natural products, I would hit the farmers market about once a month, and only drive my car once or twice a week, and drop the money needed to shop at the Cooperative and other natural or cooperative markets. Years ago I eliminated things from my diet such as meat, fast food, corporate chains, soda, and milk. I made other things such as fish, and other forms of dairy very minimal, but see them slipping in regularly (mostly from my deep-rooted love for cheese). I found that since I did not eat meat, I could dismiss myself from any responsibility towards the epidemic surrounding the cruel raising of chickens and cattle (like the Concentrated Animal Feeding Operations visited in Omnivores Dilemma), I felt that I was doing my part to help, because I wasn't part of the consumer population. Yet, I work at a large corporate restaurant that serves plenty of it, so am I really not credible for contributing to the problem?

At this point in time, I feel that maybe I am more at the beginning of my food journey than ever before. "Organic" has been my second language for the past few years, and the more I read about the history and travels of this "organic" food before it comes to me, the more I question if it falls within my values and personal goals towards living and sharing a sustainable and environmentally supportive life.