William flew on foodies
May 28, 2011 § Leave a comment
If a man has a stubborn and rebellious son who does not obey his father and mother and will not listen to them when they discipline him, his father and mother shall take hold of him and bring him to the elders at the gate of the town. They shall say to the elders, ‘This son of ours is stubborn and rebellious. He will not obey us. He is a profligate and a drunkard.’ Then all the men of his town shall stone him to death…
Blows and wounds cleanse away evil, and beatings purge the inmost being. The rod of correction imparts wisdom, but a child left to himself disgraces his mother.
“for I, the LORD your God, am a jealous God, punishing the children for the sin of the fathers to the third and fourth generation of those who hate me.”
“Fathers shall not be put to death for their children, nor children put to death for their fathers; each is to die for his own sin.”
Psychologists at the University of California, Irvine, have discovered how easy it is to convince people that they have intolerances. They asked volunteers to fill in a questionnaire about their experiences with food. The researchers tampered with the answers so they recalled bad reactions to foods such as eggs. They then returned the questionnaires to the volunteers. In subsequent interviews nearly half of the volunteers faithfully reported that they suffered egg intolerances.
On top of this, celebrities can act as figureheads for food phobia: the actress
Rachel Weisz has said that she is wheatintolerant, while Victoria Beckham and Rachel Hunter claim lactose sensitivity. In a wealthy Western world we have the luxury of being picky. Amartya Sen, the Nobel prize-winning economist, says that the more a society spends on healthcare, the more likely its people are to believe that they have vague illnesses.
All this adds up to healthy profits for companies that make specialist “freefrom” foods. Gluten-free products are the fastest-growing item on our supermarket shelves, according to the market analysts Mintel. Their number has doubled in only two years, making more than £100 million in sales. Mintel believes that the overall UK market for free-from foods has bloated to £350 million. Restaurants are catching on too.