I came across this segment on CBS’s 60 Minutes on the science of flavoring the food products that show up in our grocery stores. Givaudian is a Swiss based company that is a global leader in creating the smells and tastes that can make us “addicted” to the processed foods we buy or at least crave the next bite. Jim Hassel represents Givaudian in this report which really made me think even more about the food industries tricks to accommodate the market demand for these flavors.
Hassel doesn’t make any excuses or downplay the intentions of the food companies. It doesn’t demonize them but gives a fair look behind the scenes that will hopefully make consumers think for themselves. The demand for these products and flavors justifies the behavior of the company according to them.
Clients of mine who go through the 28 Days To Health program routinely discovery that by eliminating processed foods (found in cans, bags and boxes) they can actually rediscover the taste of real food like organic fruits, vegetables and meat. The chemicals in processed food seem to deaden our taste buds and ability to enjoy our food.