[Preview] We are eating more than in the 70s – Robb Wolf
This is an important slide
to take a peek at
and there’s all kinds of contention
and pissing matches
around well, we’re eating more carbs now,
no more eating more fat now.
The reality is we’re eating
more now… period.
And the more– that’s also
where it gets super annoying,
they have this labeled under grains.
Is that what it is, added grains,
cereal flour to those products
and then added fats, oils and dairies.
People are not eating pearl barley
with a dash of you know, ghee
that was milked by the Dalai Lama
This is what they’re eating.
This is what folks are eating
when we see increased grains
and increased oil consumption.
How many folks have heard me
talk about this Doritos roulette bag?
Anybody? A couple of people.
How much time?
Am I 15 minutes in?
I have ten minutes?
Okay, I literally could do like an hour
on this slide alone, it’s kind of crazy.
So, on the bag– and again
this laser pointer is not fantastic–
but it says attention,
some chips are extremely hot.
So, what they’ve done within this bag
is they have a mix of extremely hot,
medium and mild chips.
And again, if you’ve followed
any of my work
and Stephan Guyenet’s work and you think
hyperpalability, palette fatigue.
What these folks have done
in one bag
is created a randomized stochastic
distribution in palette experience
which makes the product
So, I was checking this out and I was like,
wow, this is really interesting.
So, I tracked down
who the manufacturer was
and it’s kind of like a Coca Cola owned
company or something like that.
They had a contact page
and so I shot them an email.
Never expected to hear anything back,
I said hey, I’m a food researcher,
I’m just really curious,
by chance, does the distribution
of hot versus medium versus mild
follow a power law distribution?
And I had a couple of other questions.
Fired it off,
never expected to hear anything.
Two days later I got an email back
and the gal said, “Hey Robb, it’s great
to hear from you; fantastic questions,
the scientists in the lab are huge fans,
they love all of your work.”
And I was like…”Shit!”
And they were so tickled that yes,
the distribution of these things
follow a power law distribution.
So, what the food
manufacturers are doing,
they are exceptionally well steeped
in evolutionary biology,
as it applies to habituating
someone to an addictive substance.
If you wanted to get a mouse
or a human addicted on cocaine,
you wouldn’t give the individual
the same dose every time.
One time it would be a big dose,
the next time it would be a small dose,
the other time
there would be no dose
because the anticipatory nature
of what’s going to happen next
heightens that dopamine response.
So, the level that these folks are operating
on is so sophisticated,
so dialed in, it is absolutely jaw-dropping.
And on the standard medical model,
if you were to even try to talk
about hyperpalatable foods,
optimum foraging strategy, palette fatigue,
they look at you like you have three heads.
But the folks that are profiteering
from our health crisis
are probably better steeped
at evolutionary biology than we are.
So, that’s something to noodle on
and it’s also something to noodle on
just as a side note;
when we get into pissing matches
about is 30 g of carb versus 50 g of carb
a ketogenic diet,
we are really missing the boat.
Like we have so lost the narrative,
it’s almost painful,
because this is what we’re competing against
and they are absolutely kicking our asses.