Stuffed: An Insider's Look at Who's (Really) Making America Fat

by: Hank Cardello

Published by: Ecco

Reviewed by Muhammed Hassanali

Stuffed provides readers with a unique perspective of how decisions are made in the multi-billion dollar food industry. As expected from any for-profit enterprise, the primary driver is catering to the shareholders insatiable appetite for ever-increasing helpings of profits and returns. This has meant a perpetual search for increasing sales and lowering costs, which in turn had led to increased consumer waistlines and poorer health (after all the food has to be consumed by someone).

The book is full of examples of how:

— Supermarkets study consumer behavior and accordingly place products to generate the highest profit margins,

— Sit-down restaurants use subtle tactics to encourage patrons to buy the most expensive dishes,

— Fast-food restaurants use marketing to entice us to eat their food,

— Companies market their wares in schools,

— Food lobbyists work to influence legislation.

All these actions are perfectly legal and expected of the food industry. Exposing these techniques helps consumers understand how their decisions are being influenced.

While most consumers are told that they are entirely to blame from their lifestyle and eating choices, this book places some of the blame on the food industry. The solutions suggested are also driven by the food industry. Given the author’s perspective, it seems logical that the solutions provided would be driven from the food supplier perspective. However, how likely is it that food suppliers would provide healthy food as this book suggests is an area where readers may differ from the opinions the book provides.

The text is easy to read, and the humorous flair makes the reading enjoyable. Learning about the workings of the food industry is enlightening. I suspect that most readers know of some of the tactics discussed, but I doubt that readers know of all the tactics discussed.

I would recommend this book for the insight it brings into the workings of the food industry, but have reservations of the solutions it proposes for alleviating obesity.

Hank Cardello is chief executive officer of 27ºNorth, a consulting firm that addresses societal issues that businesses play the largest role in solving. Over two decades, Hank was an executive at some of the world’s largest food and beverage companies, including Coca-Cola and General Mills. He chairs the annual Global Obesity Business Forum, an initiative sponsored by the University of North Carolina at Chapel Hill.

Armchair Interviews says: Unique perspective on our food buying/eating habits.

Author’s Web site: http://www.StuffedNation.com