How Big Food keeps us eating through a combination of science and marketing
Standing in her kitchen in downtown Toronto chopping vegetables for dinner, Pat Guillet is aware she has entered the battleground. “Whenever you go grocery shopping, or into your kitchen, you’re in a war zone. You have to really be prepared before you go in,” she said. She decides, in advance, exactly what she’s going to eat, and she forces herself to stick to the plan. Because she knows she is just one sweet mouthful away from a descent back into hell. Pat Guillet is a food addict.
“I ate to the point it hurt to move. And I would just lie in my bed and wish I was dead,” she said. She has finally wrestled her addiction under control and now she counsels other food addicts to avoid processed food. “Yeah, just the sight of the packages will trigger cravings,” she said.
Craving. It doesn’t just happen to food addicts. Most people have experienced the impulse to seek out and consume a favourite packaged snack food. On one billboard, recently put up in Toronto, the intention to make you reach for another one is prominently declared, in large letters that tower over the city street. It’s a picture of a box of crackers, and the promise “You’ll be back for more.”
They know you will be back, because they’ve done the research necessary to make it happen.