But Is It Really Food?

Just one of the reasons why we do what we do — “Ground Zero for the food and flavor industry is the supermarket… and not only that, virtually everything edible in a package, in a jar, in a can is intensified with fat, sugar or salt.” From The Huffington Post:

A Natural And Artificial Flavoring Factory: Behind The Scenes Of Givaudan (VIDEO)

Natural and artificial flavoring are known components of many foods, but the process on how they come to be is something of a closely guarded secret. The 60 Minutes team was given access to Givaudan, one of the biggest flavoring companies, and aired a fascinating — and startling — segment on the company last night.

Givaudan may be the biggest multinational company you’ve never heard of, explains correspondent Morley Safer. It employees 9,000 people in 45 countries. Givaudan employees admit that they aim to mimic Mother Nature with chemicals. They create flavors that don’t linger too long — that way, you’ll want to go back for more. “There’s a lot of secrecy,” confesses one employee. The company won’t reveal which brands contain Givaudan flavors…

Now, Givaudan is working hard to figure out how to make health and wellness taste good — how do you reduce salt and sugar and still make a tasty product? It may be a challenge, but it sounds like the company is up to the task, for better or worse. Read more and see video…

For more about Givaudan, see also “The Taste Makers” by Raffi Khatchadourian, from The New Yorker.

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