Every meal is up for grabs as we have more options to

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Every meal is up for grabs, as we have more options to fill our plates with entrees that are tasty and aligned with our prin - ciples. C H A P T E R T W O Food
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14 FAST FOOD’S FAST FORWARD As drive-thru lines get shorter, “fast-casual” restaurants are making inroads by offering more fresh, natural and often local ingredients. Chipotle has done well with the pivot. It became the first national restaurant chain to eliminate ingredients with genet- ically modified organisms. It also has a “no antibiotics” policy and offers organic meat. The company’s authentic brand of “Food with Integrity” may have contributed to a 300% increase in its stock price since 2010 (which went in reverse after a late- fall E. coli outbreak). Shake Shack, which began as a food cart in Madison Square Park offering organic hamburgers, went public this year and now has 66 locations. Pizza Hut and Taco Bell have improved ingredient quality to hold on to customers. Even Wendy’s is offering a black bean burger. These shifts in consumer preferences have left some iconic chains scrambling to realign. Subway’s U.S. sales declined by 3% , falling faster than any other of America’s top 25 food chains. Blame the processed cold cuts and cheeses. In response, Subway announced it will remove all artificial flavors, colors and preser- vatives from its North American menu by 2017. Also, for the first time, McDonald’s closed more stores in the U.S. than it opened. The iconic chain will probably have to do a lot more than offer all-day breakfast. THE BAD RAP ON BEEF Despite any fast-food declines, overall demand for beef is on the rise globally . By 2050, there will be a need for nearly double the livestock we have today, as well as for more grazing land and feed. That might be a problem for Planet Earth. Beef production
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15 generates 11 times more greenhouse gases per calorie than sta- ples like wheat and potatoes but also five times more than other livestock. Grass-fed cattle —the preference of the health-con- scious, green-minded consumer—actually produce twice as much methane as grain-finished herds and take up more land for longer periods. So can you have your burger without a side of guilt? Once the stuff of science-fiction, cultured beef is becoming a real pos- sibility. Dutch scientist Mark Post, who served up the first $330,000 lab-grown burger in 2013, thinks prices could drop to $30 a pound in 20 to 30 years. Brooklyn-based Modern Meadow is also experimenting with culturing meat and leather. It might sound crazy, but the demand for meat will be met one way or another. “We have got to intensify. We’ve got to produce more with less,” World Wildlife Fund food expert Jason Clay told National Geographic . California sustainable-meat company Belcampo has another approach: Produce super-high-quality beef at luxury item prices. The price tag would lead us to eat less beef, thus reduc- ing its carbon footprint. But when we do crave a burger, we’d know its high price means a more healthful burger that comes from cattle raised more humanely.
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Christopher Reinemann
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