HOW THE AMERICAN CULTURE OF CONVENIENCE IS KILLING US

TROY, OH – MAY 11: An employee restocks a shelf in the grocery section of a Wal-Mart Supercenter May 11, 2005 in Troy, Ohio. Wal-Mart, America’s largest retailer and the largest company in the world based on revenue, has evolved into a giant economic force for the U.S. economy. With growth, the company continues to weather criticism of low wages, anti-union policies as well as accusations that it has homogenized America’s retail economy and driven traditional stores and shops out of business. (Photo by Chris Hondros/Getty Images)

By Daisy Luther

Source: Waking Times

In the United States, we are lucky to have massive convenience at our fingertips. I was talking to one of the instructors for the urban survival course, who is from Sweden, on a car ride. He was blown away by some of the things I told him about the levels of convenience and comfort in the United States. Things I completely took for granted don’t even exist there. I thought some of you might be interested in hearing about some of the insights we discussed.

Before I left for the course, I was walking my dogs a mile or two every day with my dogs, but that was about it. I thought it was enough but I learned during the field exercises that it wasn’t even close to the physicality required during an SHTF situation. But I digress. Let’s get back to convenience.

A caveat before people respond indignantly and tell me about all the inconvenience with which they deal every day: this is an opinion piece. Obviously many people in America still work out hard and have manual jobs. But when two-thirds of American adults and 30% of American children are overweight or obese, you have to see that you are not in the majority.

And it’s the majority here that I’m discussing. Between a combination of low-quality food and extremely sedentary lifestyles, the majority are killing themselves with convenience.

The American Culture of Convenience

The first thing that struck me when I landed in the Balkans was how different their lifestyle is from ours in the United States. But the longer I’ve been here, the more obvious it has become.

In the United States, depending on where you live, everything is dropped in your lap.

Food can be quickly acquired by shouting your order into a microphone and driving around a building, all without you having to leave your car. And if you live in a larger town or city, with the advent of services like GrubHub and DoorDash, the food delivered to your home is no longer the domain of pizza chains. You can have your choice of practically any restaurant in town brought right to your door within 45 minutes.

But it isn’t just about food. Instacart offers pick-up services from a wide variety of stores, including places like chain grocers, Wal-Mart, and Target. All you have to do is drive up, let them know by phone that you’ve arrived, and pop your trunk. Poof. Your shopping is done. In some cities, you can even use services like Instacart to have these things brought to your door.

Amazon has brought us practically anything else we could want with two-day shipping, regardless of where you live in the country. Gone are the days of scouring half a dozen stores to locate the whatchamacallit you needed. A quick search on Amazon and One-Click ordering and it’s yours within 48 hours and you never moved off your comfy chair.

If you need to go somewhere you don’t even have to drive yourself or take public transit. Uber or Lyft will happily send somebody to pick you up and drive you anywhere you need to go for a reasonable price, and you can watch the approach of your driver from the convenience of your phone.

Entire billion dollar industries are evolving to make our lives more convenient and easy every single day. Imagine how stunned our hunter-gatherer ancestors would be to discover we don’t even have to leave the house to be clothed and fed in epic abundance.

We don’t walk much, either.

And speaking of drive-thrus and driving to the store to get your Instacart packages, we drive everywhere. Part of this is because of the way suburbia is developed. It’s rare to live in a neighborhood where you can walk to the market, the bakery, and the wine store. So instead of walking to get our goods, we drive there, dash in, and get back in our cars. Those in big cities probably walk far more than those in suburbia, and for those in the country, it depends if they actually have a place to walk and whether they’re taking care of a large property.

And if we’re not walking to run our errands, we’re not carrying stuff. We get as close as possible with our cars if heavy groceries need to be lugged in and we carry as little as we can if we’re heading somewhere. When you walk the dogs, you might take your phone and some poop bags but you’re generally not taking it as a training opportunity and strapping on a pack.

Then there are the stairs.

Even two-story buildings in the United States have elevators much of the time because everything, by law, has to be easily accessible to every person. (And no, I’m not saying that people in wheelchairs need to try to haul themselves up the stairs. I’m discussing a trend.) But it goes even further than that. Adding elevators to your home is a growing trend in both the United States and Canada. New home builders are including elevators in the original design of some homes.

On the other hand, in Europe, they don’t have elevators in many buildings with fewer than five floors. I walked up and down more stairs in the past month than I have in the past year at home combined, and I live in a three-story house.

And the list of conveniences that would blow the minds of people I met in the Balkans goes on.

It’s an agoraphobic’s paradise in the United States.

You can get all sorts of mobile services that come to your door – everything from hairstyling to dog grooming. Other people mow our lawns, clean our homes, service our vehicles, and take care of us in general. There are even people who hire others to walk their dogs. Some people definitely need help with physical tasks but able-bodied people should be able to do a little yard work, shouldn’t we? Especially if we’re preparing for some kind of apocalypse.

In many areas, things are perfectly level, the sidewalks are carefully maintained (because who wants to ask for trouble in our litigious society), and a slight incline is considered a “hill” that people avoid to make their dog walk a little easier.

You can get meal kits brought to your door with every single ingredient you need to make a gourmet meal, right down to the seasonings accurately doled out in little packages. You can have fresh fruits and vegetables dropped off at your door by your local CSA. You can get subscription services of all types with the delivery of things like cosmetics, fitness gear, food from exotic locales, wine, candy, home decor items, socks, and dog paraphernalia.

Looking at it from the perspective of the area where I’ve been spending time, it’s simply mind-boggling that all of these riches are brought to you at the click of a button.

And it’s killing us.

As I mentioned earlier in this article, the obesity rate in the United States is staggering. A lot of it is our food. Thanks to subsidization by the USDA, many of the foods that are cheap are highly processed with low-quality ingredients. The NY Times reports:

At a time when almost three-quarters of the country is overweight or obese, it comes as no surprise that junk foods are the largest source of calories in the American diet. Topping the list are grain-based desserts like cookies, doughnuts and granola bars. (Yes, granola bars are dessert.)

That’s according to data from the federal government, which says that breads, sugary drinks, pizza, pasta dishes and “dairy desserts” like ice cream are also among Americans’ top 10 sources of calories.

What do these foods have in common? They are largely the products of seven crops and farm foods — corn, soybeans, wheat, rice, sorghum, milk and meat — that are heavily subsidized by the federal government, ensuring that junk foods are cheap and plentiful, experts say.

Between 1995 and 2010, the government doled out $170 billion in agricultural subsidies to finance the production of these foods, the latter two in part through subsidies on feed grains. While many of these foods are not inherently unhealthy, only a small percentage of them are eaten as is. Most are used as feed for livestock, turned into biofuels or converted to cheap products and additives like corn sweeteners, industrial oils, processed meats and refined carbohydrates. (source)

And even when we try to clean up our diets, foods are genetically modified, produce is doused in pesticides, and it’s packaged in all sorts of hormone-disrupting material that leaches in when you heat it up.

But it’s not just the crappy food. A lot of folks in the United States just do not get off their butts. And – I hate to say it – but I’m talking to a lot of people in the survival and preparedness world. Sitting at a keyboard or phone typing all day while Netflix plays in the background is sedentary to a deadly degree. On average Americans sit for 8.2 hours per day and this does not include the average 7-ish hours a day we’re sleeping.  And when we’re not sitting, it doesn’t mean we’re doing things that are good for us. We spend a great deal of time standing in line and driving in our cars. And the trend toward inactivity is only increasing.

Meanwhile, obesity contributes to many diseases such as:

  • High blood glucose (sugar) or diabetes.
  • High blood pressure (hypertension).
  • High blood cholesterol and triglycerides (dyslipidemia, or high blood fats).
  • Heart attacks due to coronary heart disease, heart failure, and stroke.
  • Bone and joint problems, more weight puts pressure on the bones and joints. This can lead to osteoarthritis, a disease that causes joint pain and stiffness.
  • Stopping breathing during sleep (sleep apnea). This can cause daytime fatigue or sleepiness, poor attention, and problems at work.
  • Gallstones and liver problems.
  • Some cancers.

The National Institute of Health is incredibly concerned about the future of overweight, sedentary Americans.

More recent evidence points to differential roles for body fat distribution patterns, in addition to excess overall adiposity, in elevating risk of many major chronic diseases. The large numbers of children entering adulthood overweight, together with increased weight gain in adulthood, portend an enormous burden in terms of human suffering, lost productivity, and health care expenditure in the coming decades. (source)

And – since it’s the purview of this website – imagine if the SHTF and you were too overweight and sedentary to go out and acquire the supplies you need to survive. Imagine what will happen when your medication runs out and you have a preventable disease brought on by your sedentary lifestyle. Imagine how your family will feel watching you suffer.

You need to add more movement to your life.

Unless you are among the 23% of Americans who meet the national exercise guidelines, you need to add more movement to your life. I suspect that there are a lot of people who believe they are disabled because getting started on a movement program is hard. It really does hurt, I know. But there’s a very good chance as you begin to move more it will become far easier. Don’t give in to it if your doctor says, “Oh, you’re disabled” and hands you a sticker for your car unless you really, truly are. If there’s even a glimmer of doubt in your mind, try to move just a few more steps each day. Instead of using the scooter to shop, push a cart to give yourself something to lean on. You aren’t training for a marathon – 10 extra steps a day will add up if you keep on pushing. But, MOVE.

The best way to increase movement is to decrease convenience. I don’t mean that you need to suddenly become a hunter-gatherer but you need to get off your duff. (To get started, check out this article or Bug Out Boot Camp and of course, always contact your doctor before beginning an exercise program. Blah, blah, blah.)

You need to carry heavy things instead of getting them delivered. You need to climb the stairs instead of taking the elevator or escalator. You need to actually go inside the store to do your shopping instead of sitting in your car, waiting for stuff to get loaded into your trunk. Park at the back of the parking lot, or better yet, at a store further away. Quit ordering from Amazon and buy things locally so you can walk around the store. Look for the hills and walk up and down them instead of avoiding them. If you want to eat restaurant food, go to the dad-gum restaurant. Find a place to walk to every day – maybe the post office, a coffee shop, or the dog park – and make it part of your routine.

It’s not unusual in other parts of the world to walk 8, 10, or even more miles, every single day. You don’t need to start there but maybe you should strive to get there. Once you’re in your groove, it should only take an hour or so to walk 4 miles. Using your feet as transportation is one of the healthiest things you can do.

 

The political logic of the junk food revolution

By Jonathan Cook

Source: TruePublica

Here is an article on food whose political implications are really worth considering. We already know that people in western societies, particularly the US and UK, are eating far too much junk food, and that this leads to an epidemic of obesity, heart disease and cancer.

But the latest research not only reveals the extent that “ultra-processed” foods have come to dominate our diets in Europe – now comprising more than half of what Britons eat, for example – but raises the question of what effects the consumption of this much junk food will have on our behaviours.

The nutritionists here are reluctant to offer even well-informed speculation, which always seems to be the case with publicly funded scientists until things have moved beyond a critical point. Think of smoking and climate change: we usually learn much later that the corporations’ own pet-scientists had done the research decades earlier proving or predicting exactly what was coming.

But there are hints from the nutritionists to the Guardian of what might be going on:

“People are missing out not only on vitamins and minerals but also bioactive compounds found in natural foods such as phytoestrogens and fibre.

And then you get salt and starch and sugar and fat and all these additives. We are consuming every day an amount of new substances that are these flavours and colours and emulsifiers and we don’t have any idea as to what will be the problem of these items,” [Professor Carlos Monteiro from the University of Sao Paulo in Brazil, who led the research team] said. …

Other cumulative effects of eating these industrially-made substances are not yet known. “The honest answer is we don’t know what is going on,” said Monteiro.’

Here is an educated guess, based in part on experience and in part on the economic and political logic of our current junk food revolution. (Those of us who eat these industrial substances rarely enough that they do not dominate our diets still have a sense of what happens to us on the occasions we do.)

These lab-created, nutritionally empty substances that our bodies have not evolved to digest not only make us physically sick, but emotionally and mentally sick too: addicted, depressed, lazy, sluggish, docile and anxious.

In fact, a mess of emotions that transforms us into the perfect consumers, buying more of this cheap, harmful “food”. That boosts both the profits of food and other corporations and the electoral fortunes of crowd-pleasing, money-grubbing, vacuous politicians who wish to serve those corporations.

That is how an advanced capitalist system – premised on a psychopathic drive by the strongest to maximise profits by exploiting the weakest – will naturally evolve. It needs to make us as dependent, as passive and docile, as possible.

The Globalisation of Bad Food and Poor Health: Sustainable Development or Sustainable Profits?

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By Colin Todhunter

Source: RINF

The proportion of deaths due to cancer around the world increased from 12 percent in 1990 to 15 percent in 2013. Globally, cancer is already the second-leading cause of death after cardiovascular diseases.

In India, government data indicates that cancer showed a 5 percent increase in prevalence between 2012 and 2014 with the number of new cases doubling between 1990 and 2013. The incidence of cancer for some major organs in India is the highest in the world. Reports have also drawn attention to rising rates of breast cancer in urban areas, and, in 2009, there was a reported increase in cancer rates in Tamil Nadu’s textile belt, possibly due to chemically contaminated water.

The increase in prevalence of diabetes is also worrying. By 2030, the number of diabetes patients in India is likely to rise to 101 million (World Health Organisation estimate). The number doubled to 63 million in 2013 from 32 million in 2000. Almost 8.2 percent of the adult male population in India has diabetes. The figure is 6.8 percent for women.

In India, almost 76,000 men and 52,000 women in the 30-69 age group died due to diabetes in 2015, according to the WHO. The organisation reports South-East Asia had a diabetic population of around 47 million, which is expected to reach 119 million by 2030.

new study in The Lancet has found that India and China continue to have the largest number of underweight people in the world; however, both countries have broken into the top five in terms of obesity.

India leads the world in terms of underweight people. Some 102 million men and 101 million women are underweight, which makes the country home to over 40 percent of the global underweight population.

Contrast this with India’s surge in obesity. In 1975, the country had 0.4 million obese men or 1.3 percent of the global obese men’s population. In 2014, it was in fifth position globally with 9.8 million obese men or 3.7 percent of the global obese men’s population. Among women, India is globally ranked third, with 20 million obese women or 5.3 percent of global population.

Although almost half the nation’s under-5s are underweight, the prevalence of underweight children in India is among the highest in the world; at the same time, the country is fast becoming the diabetes and heart disease capital of the world.

Many social and economic factors, including environmental pollution, poor working and living conditions, tobacco smoking, lack of income and economic distress, lack of access to healthcare and poverty, contribute to ill health and disease. However, conditions like cardiovascular disease and obesity have among other things been linked to sedentary lifestyles and/or certain types of diet, not least modern Western-style convenience food (discussed later).

Western junk food aside, it will be shown that even when we have access to sufficient calorific intake or seemingly nutritious and wholesome traditional diets, there is little doubt that due to the processes involved in growing and processing the food we eat, diet can be a (major) contributory factor in causing certain conditions and illnesses.

The junk food revolution, ‘free’ trade and poor health

The impact of the North American Free Trade Agreement on Mexico and the subsequent flood of cheap US processed food into the country has adversely affected the health of ordinary people. Western ‘convenience’ (junk) food has displaced more traditional-based diets and is now readily available in every neighbourhood. Increasing rates of diabetes, obesity and other health issues have followed. This report by GRAIN describes how US agribusiness and retailers have captured the market south of the border and outlines the subsequent impact on the health of Mexican people.

In Europe, due to the ‘harmonisation’ of food regulatory standards, the Transatlantic Trade and Investment Partnership (TTIP) could seriously impact the health of Europeans. Washington wants Europe to eliminate all restrictions on imports of food from the US and to adopt a US-style food supply regulatory regime, stripped of the precautionary principle. US corporations want to make it difficult for European consumers to identify whether what they’re eating is food that was produced using health-damaging practices that EU consumers are against, like GMOs, chlorine-washed chicken and meat from animals treated with growth hormone.

These types of trade agreements represent little more than economic plunder by transnational corporations. They use their massive political clout to author the texts of these agreements with the aim of eradicating all restrictions and regulations that would impede greater profits.

Western agribusiness, food processing companies and retail concerns are gaining wider entry into India and through various strategic trade deals are looking to gain a more significant footprint within the country. The Knowledge Initiative on Agriculture and the ongoing India-EU free trade agreement (like TTIP, both are secretive and largely authored by powerful corporations above the heads of ordinary people) talks have raised serious concerns about the stranglehold that transnational corporations could have on the agriculture and food sectors, including the subsequent impact on the livelihoods of hundreds of millions and not least the health of the public.

Western style fast-food outlets have already been soaring in number throughout the country. Pizza Hut now operates in 46 Indian cities with 181 restaurants and 132 home delivery locations, a 67 percent increase in the last five years). KFC is now in 73 cities with 296 restaurants, a 770 percent increase. McDonalds is in 61 Indian cities with 242 restaurants as compared to 126 restaurants five years back, a 92 percent increase). According to a study published in the Indian Journal of Applied Research, the Indian fast food market is growing at the rate of 30-35 percent per annum (see this).

Heart disease, liver damage, stroke, obesity and diabetes are just some of the diseases linked to diets revolving around fast-food. Frequent consumption of fast food has been associated with increased body mass index as well as higher intakes of fat, sodium, added sugars and sugar-sweetened beverages and lower intakes of fruits, vegetables, fibre and milk in children, adolescents and adults. Fast food also tends to have higher energy densities and poorer nutritional quality than foods prepared at home and in comparison with dietary recommendations (see this).

To further appreciate just how unhealthy even seemingly healthy food can be in well-stocked supermarkets, this report in The Guardian reveals the cocktails of additives, colourants and preservatives that the modern food industry adds to our food.

Moreover, in many regions across the globe industrialised factory farming has replaced traditional livestock agriculture. Animals are thrown together in cramped conditions to scale up production and maximise output at minimum cost. For example, just 40 years ago the Philippines’ entire population was fed on native eggs and chickens produced by family farmers. Now, most of those farmers are out of business. And because world trade rules encourage nations from imposing tariffs on subsidised imported products, they are forced to allow cheap, factory-farmed US meat into the country. These products are then sold at lower prices than domestic meat. There is therefore pressure for local producers to scale up and industrialise to compete.

Factory farms increase the risk of pathogens like E coli and salmonella that cause food-borne illness in people. Overuse of antibiotics can fuel the growth of antibiotic-resistant bacteria, the use of arsenic and growth hormones can increase the risk of cancer in people and crowded conditions can be a breeding ground for disease. And genetically modified animal feed is also a serious issue, leading to concerns about the impact on both animal and human health.

The green revolution, micronutrient deficient soil and human health

We often hear unsubstantiated claims about the green revolution having saved hundreds of millions of lives, but any short-term gains have been offset. This high-input petro-chemical paradigm helped the drive towards greater monocropping and has resulted in less diverse diets and less nutritious foods. Its long-term impact has led to soil degradation and mineral imbalances, which in turn have adversely affected human health (see this report on India by botanist Stuart Newton – p 9 onward).

Adding weight to this argument, the authors of this paper from the International Journal of Environmental and Rural Development state:

“Cropping systems promoted by the green revolution have increased the food production but also resulted in reduced food-crop diversity and decreased availability of micronutrients (Welch, 2002; Stein et al., 2007). Micronutrient malnutrition is causing increased rates of chronic diseases (cancer, heart diseases, stroke, diabetes and osteoporosis) in many developing nations; more than 3 billion people are directly affected by the micronutrient deficiencies (Cakmak et al., 1999; Welch, 2002; WHO, 2002; Welch and Graham, 2004). Unbalanced use of mineral fertilizers and a decrease in the use of organic manure are the main causes of the nutrient deficiency in the regions where the cropping intensity is high (Prasad, 1984; Welch, 1993, 2005).”

The authors imply that the link between micronutrient deficiency in soil and human nutrition is now regarded as crucial:

“Moreover, agricultural intensification requires an increased nutrient flow towards and greater uptake of nutrients by crops. Until now, micronutrient deficiency has mostly been addressed as a soil and, to a smaller extent, plant problem. Currently, it is being addressed as a human nutrition problem as well. Increasingly, soils and food systems are affected by micronutrients disorders, leading to reduced crop production and malnutrition and diseases in humans and plants (Welch et al., 1982; Welch and Graham, 2004). Conventionally, agriculture is taken as a food-production discipline and was considered a source of human nutrition; hence, in recent years many efforts (Rengel and Graham, 1995a, b; Cakmak et al., 1999; Frossard et al., 2000; Welch and Graham, 2005; Stein et al., 2007) have been made to improve the quality of food for the growing world population, particularly in the developing nations.”

Pesticides, the environment, food and health

Hand in hand with the practices outlined above has been the growth of the intensive use of chemical pesticides. There are currently 34,000 pesticides registered for use in the US. Drinking water is often contaminated by pesticides and more babies are being born with preventable birth defects due to pesticide exposure. Illnesses are on the rise too, including asthma, autism and learning disabilities, birth defects and reproductive dysfunction, diabetes, Parkinson’s and Alzheimer’s diseases and several types of cancer. The association with pesticide exposure is becoming stronger with each new study.

In Punjab, pesticide run-offs into water sources have turned the state into a ‘cancer epicentre‘, and Indian soils are being depleted as a result of the application of green revolution ideology and chemical inputs. India is losing 5,334 million tonnes of soil every year due to soil erosion because of the indiscreet and excessive use of fertilisers, insecticides and pesticides. The Indian Council of Agricultural Research reports that soil is become deficient in nutrients and fertility.

India is one of the world’s largest users of pesticides and a profitable market for the corporations that manufacture them. Ladyfinger, cabbage, tomato and cauliflower in particular may contain dangerously high levels because farmers tend to harvest them almost immediately after spraying. Fruit and vegetables are sprayed and tampered with to make them more colourful, and harmful fungicides are sprayed on fruit to ripen them in order to rush them off to market.

Consider that if you live in India, the next time you serve up a good old ‘wholesome’ meal of rice and various vegetables, you could be taking in half a milligram of pesticide also. That would be much more than what an average North American person would consume.

Research by the School of Natural Sciences and Engineering (SNSE) at the National Institute of Advanced Studies in Bangalore has indicated disturbing trends in the increased use of pesticide. In 2008, it reported that many crops for export had been rejected internationally due to high pesticide residues. Moreover, India is one of the largest users of World Health Organization (WHO) class 1A pesticides, including phorate, phosphorus, phosphamidon and fenthion that are extremely hazardous.

Kasargod in Kerala is notorious for the indiscriminate spraying of endosulfan. The government-owned Plantation Corporation of Kerala aerially sprayed the harmful pesticide on cashews for a period of over 20 years. Consequently, it got into rivers, streams and drinking water. Families and their children have been living with physical deformities, cancers and disorders of the central nervous system ever since.

Officials and the pesticide companies benefited from the spraying. At the time, cashew was grown without pesticides throughout Kerala, but the government-run plantation invested millions of rupees of public money in spraying the deadly pesticide. Endosulfen poisoning cases also emerged elsewhere, including Karnataka.

The SNSE notes that pesticide use across India has greatly increased over the years. This not only impacts the health of consumers but also the health of agricultural workers who are subject to pesticide drift and spaying, especially as they tend to wear little or no protection. Research by SNSE shows farmers use a cocktail of pesticides and often use three to four times the recommended amounts (see this).

Forced-fed development: who benefits?

If there are any beneficiaries in all of this, it is the pesticide manufacturers, the healthcare sector, especially private clinics and drug companies, and the transnational food and agribusiness companies, which now see their main growth markets in Asia, Africa and South America, where traditionally people have tended to eat food from their own farms or markets that sell locally-produced foods.

Of course, the commodification and privatisation of seeds by corporate entities, the manufacturing and selling of more and more chemicals to spray on them, the opening up fast food outlets and the selling of pharmaceuticals or the expansion of private hospitals to address the health impacts of the modern junk food system (in India, the healthcare sector is projected to grow by 16 percent a year) all amounts to the holy grail of neoliberal capitalism, GDP growth; which increasingly means a system defined by jobless growth, greater personal and public debt and massive profits for large corporations and banks.

While there are calls for taxes on unhealthy food and emphasis is placed on encouraging individual ‘lifestyle changes’ and ‘healthy eating’, it would be better to call to account the corporations which profit from the growing and production of health-damaging food in the first place and to get agriculture off the chemical treadmill.

Part of the solution entails restoring degraded soils. It also includes moving towards healthier and more nutritious organic agriculture, encouraging localised rural and urban food economies that are shielded from the effects of rigged trade and international markets and shying away from the need for unhealthy food-processing practices, unnatural preservatives and harmful additives.

In India, it also involves calling a halt to the programmed dismantling of local rural economies and indigenous agriculture under the guise of ‘globalisation’ for the benefit of transnational agribusiness and food retail corporations. And it entails placing less emphasis on a headlong rush towards urbanisation (and the subsequent distortion of agricultural production), while putting greater emphasis on localisation.

 

Related Article:

8 Critical Factors Behind Every Food Crisis

 

 

McDonald’s cringe-inducing “Signs” ad receives richly deserved parody

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By Joe Blevins

Source: Onion AV Club

In a development that should surprise no one with reliable Internet access and at least intermittent contact with the real world, McDonald’s suddenly-ubiquitous “Signs” ad campaign has met with immediate, strong backlash across social media from critics who accuse the struggling fast food behemoth of tastelessly capitalizing on various national tragedies, including 9/11 and the Boston Marathon bombings, in order to sell McWraps, McBites, McNuggets, and other McMenu items to jaded millennials. The offending ad, for those who have been away from their televisions lately, is simply a montage of McDonald’s signs bearing theoretically inspiring messages (including “Keep Jobs In Toledo,” “God Protect The USA,” and “Pray For Drew”), all set to a saccharine children’s choir version of “Carry On” by Fun. The intended message is that, through bad times and even worse times, the one constant in this crazy, mixed-up world is the ubiquitous, clown-centric hamburger chain. And now, just surely as smoke follows a fire, the treacly original commercial has inspired a sardonic YouTube parody. Credited only to the enigmatic Signlover 15, “McDonald’s: Signs (fo real)” closely follows the form of its predecessor, right down to the music. This time, however, the messages that flash on the screen are significantly less guilt-inducing. Among them: “Now Hiring Losers,” “Try Our New Crap,” and, of course, “Extra McRib With Proof Of Boner.”

Meanwhile the AV Club’s sister site offers a glimpse into McDonalds’ upcoming “brand transformation” to win over the millenial demographic.

Bonus clips: