Jayson Lusk

Michael Moss’s New York Times bestselling book Salt, Sugar, Fat: How the Food Giants Hooked Us is the latest in a long stream of journalistic exposés decrying the state of food and agriculture in America. The work has been met with fawning praise. Although his book melds with the emerging cultural narrative about food, Moss’s book is overwrought.

Moss reveals a shocking secret: food manufacturers diligently and deliberately try to make foods we like to eat; foods that are alluring and tempting. If food companies aren’t doing that I’m not sure why they exist. Martha Stewart, Mark Bittman, and Paula Dean don’t explicitly refer to the science of bliss points in their kitchens but you can bet they intuitively know how much sugar is too little and how much is too much. Their published recipes almost certainly reflect hundreds of attempts to find the ingredient combinations that taste best.

We expect nothing less from food companies, cookbook authors, and restaurant chefs. And we expect nothing less from authors either. Moss and I diligently and deliberately tried to write compelling, page-turning books with alluring covers designed by experts in the New York publishing business to attract consumers and tempt them to buy. We want the pleasure centers of our readers’ brains to light up when we tell a good story or make a compelling turn of phrase.

What is the alternative? Regulate food companies to make un-tasty food?

For all the talk of scientific bliss points and allusions to companies powerfully manipulating our taste buds, Moss’s book inadvertently reveals how little power food companies actually have. They spend hundreds of millions on advertising and promotion to try to convince us to buy their wares. Yet, all the flashy signs, well-crafted brand images, and corporate logos reveal another truth. Without all this stuff, we’d probably just ignore them and their scientifically optimized foods.

There is a key contradiction underlying Moss’s work. In one instance, he asks a food executive, “What if some of these products are so tasty, people can’t resist eating them?” Yet, elsewhere he argues that taste is not a sufficiently powerful allure to keep us coming back. After warning readers of how hard Food Giants work at making great-tasting food, Moss lets us in on a secret: “The selling of food matters as much as the food itself. If not more.” In fact, the allure of the best-selling soft drink “is derived as much from what goes on to the can or bottle than what goes into it.”

Jayson Lusk

Jayson Lusk currently serves as Professor and Willard Sparks Endowed Chair in the Department of Agricultural Economics at Oklahoma State University.