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The end of overeating.

David A. Kessler, M.D., who is commissioner of the U.S. Food and Drug Administration, has recently written a book entitled, The End of Overeating: Taking Control of the Insatiable American Appetite (Rodale, $25.95).

In it, he writes, "When I said [to food industry executives] that people tend to eat excessively if food is readily available, I could see the executives' facial expressions begin to change. They understood that I was going to the heart of their business model. I described the stimulating qualities of sugar, fat, and salt, especially in combination, and told them that the brain is wired to focus on the most salient stimuli. 'The more potent and multisensory you make your products, the greater the reward and the greater the consumption.' ... Then one executive spoke up. 'Everything that has made us successful as a company is the problem,' he said.. And then, to their credit, they began to rethink their strategies about labeling and portion size."
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Publication:Parish Nurse Perspectives
Date:Jun 22, 2009
Words:162
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