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Unformatted text preview: the twentieth century — a set of attitudes, systems, and
beliefs that emerged from postwar southern California, that embodied its limitless faith in technology, that quickly spread across the globe,
flourished briefly, and then receded, once its true costs became clear and its thinking became obsolete. We cannot ignore the meaning of mad
cow. It is one more warning about unintended consequences, about human arrogance and the blind worship of science. The same mindset
that would add 4-methylacetophenone and solvent to your milkshake would also feed pigs to cows. Whatever replaces the fast food industry
should be regional, diverse, authentic, unpredictable, sustainable, profitable — and humble. It should know its limits. People can be fed
without being fattened or deceived. This new century may bring an impatience with conformity, a refusal to be kept in the dark, less greed,
more compassion, less speed, more common sense, a sense of humor about brand essences and loyalties, a view of food as more t...
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- Spring '08