A few years ago I was in Amsterdam, and a panhandler tried to wheedle some money out of me. When I refused, he cursed me in a memorable fashion: “What did you have for breakfast this morning?” he bellowed. “Shit! Americans eat shit!”
I don’t eat breakfast, but the point was well taken.
A recent Fortune article tells the story of how one Manhattan school made an effort to “reverse the metabolic disaster of the modern American diet” by firing its catering company and installing a chef who converted the cafeteria to fresh foods, organic wherever possible.
It’s the first battle in what will be a long war to change the typical American’s diet. There are also major distribution hurdles, as melodramatically illustrated by the author:
Healthy food is not just more expensive than unhealthy food but less convenient. Imagine, for instance, that a crazed vegan were to burst into your office with a gun and demand that you produce, within four minutes, some fresh fruit. Could you do it? How about a soft drink?
(Sometimes usability guru Brenda Laurel made a similar point about movie theater food.)
But all is not lost. As I learned during my month of organic-only food, even smaller towns can have a respectable organic selection. And now that the very cool Pret-A-Manger has come to our shores (I enjoyed the food from one of their many London stores), the future looks even brighter.
Maybe now I can shut the Dutch up.