Commentary: On Creativity and Food

By Todd Gabriel
Creativity + Social Change, University of Connecticut
Media Reviewed:

TED: Jamie Oliver
http://www.ted.com/talks/lang/eng/jamie_oliver.html
Read Jamie Oliver's challenge: How can we raise kids' awareness of the benefits of fresh food so they can make better choices?

Jamie Oliver explains very simply how most of the food we eat in America is nonnutritious and highly processed. His focus is on children, stating that every new generation will lose 10 years off their lives through obesity because of the bad food they eat. His mission is to raise awareness of the processed foods we eat as adults and feed our children, not only at home but in schools around the country as well as places of work. He wants to get good, local, whole foods back into our homes and schools.

Processed foods are usually made up of two products -- corn and soy beans. These crops are extremely cheap and can be grown in huge quantities in this country. Most large scale farmers in the United States produce three things -- corn, soy beans and animals that can be ground into processed meats, such as turkey (not the kind you eat at Thanksgiving) to make “turkey products” such as turkey bacon, turkey sausage, etc. The corn and soy beans can be refined to make fillers for a plethora of foods. If you look at the label of processed foods, you will find one if not both of these two ingredients in some form, such as corn syrup, corn starch, corn meal, soy protein, corn oil and hydrolyzed corn gluten, to name a few. They are added because it keeps cost down and adds a flavor of one or more of the three things that the food industry has learned we respond to -- sugar, salt and fat. We crave these things, so if they can some how get these things into the foods they sell us in a cheap way than they have succeeded. What they don’t realize or don’t care about is that it is killing us. And not only through weight gain but by using man-made products that our bodies can't metabolize properly and can lead to many unknown effects.

Jamie Oliver states three major things we can do. First, raise awareness about the foods we eat. Second, to get money and resources to the people who will help change the food environments from processed to whole foods. And third, start cooking at home. He states we lost our traditions of cooking real foods at home and passing down to next generations recipes and the know how of cooking. Children are a focus because they can change and stop the cycle before it continues.

I believe in Jamie Oliver’s cause. I personally look at food as a link in a long chain of fundamental change. If we can learn to understand the importance of sustainable, local foods and environments in our neighborhoods it will benefit us greatly in many ways. Jamie is creative in the way he took a passion for food and turned it into a way to change a country or countries for the better. He’s also creative in his execution. For example, he shows the kitchen he opened that took local, healthy food and distributed it to schools using local people. He put into action what he is speaking about. It takes many creative ideas and ways of thinking to be able to change conventional ways. Jamie is demonstrating this here with his food movement.