Now with a new epilogue, the UK's most influential food and drink
journalist shoots a few sacred cows of food culture. Buying
'locally' does no good. Farmers' markets are merely a lifestyle
choice. And 'organic' is little more than a marketing label, way
past its sell by date. This may be a little hard to swallow for the
ethically-aware food shopper but it doesn't make it any less true.
And now the UK's most outspoken and entertaining food writer is
ready to explain why. Jay Rayner combines personal experience and
hard-nosed reportage to explain why the doctrine of organic has
been eclipsed by the need for sustainable intensification; and why
the future lies in large-scale food production rather than the
cottage industries that foodies often cheer for. From the
cornfields of America to the killing lines of Yorkshire abattoirs
via the sheep-covered hills of New Zealand, Rayner takes us on a
journey that will change the way we shop, cook and eat forever. And
give us a few belly laughs along the way.
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