How do we deceived by organic food.

The fashion for organic food plays a cruel joke with us. We are so passionately believe in its usefulness that underestimate the caloric content of ingested almost twice, U.S. researchers have found organic food ontario

Author of organic agriculture - Walter James, the fourth Baron Nortborn. The word organic is not it used in the chemical sense (like "molecules that contain carbon atoms"), and physiological - of the word "organism". In his book "Behold the Land" (1940), he contrasted the "chemical farming" concept "farm as an organism." Gradually the practice of producing "organic produce" refined and deepened the requirements and regulations. Now that the product was awarded the title of the organic in its composition must be at least 95% "organic" ingredients.

At first is whole foods really organic, fans of organic food go directly to farmers ("Do you know of a farmer - you know, what you eat"). Slogan controversial, because you have to look into the bottomless eyes Cows, which then sozhresh. But then the growing popularity of "pure," "organic," "biodynamic," "natural," forced to pay attention to this phenomenon, and large retail chains. They began to engage themselves with the farmers and made at the green corners of the "Organic food - here." Now the buyer is sufficient to show the label Certified Organic, so he was sure of the origin of the right food. People like to think that they are all natural and eating them exclusive - fashion is fashion. Therefore, the dynamics of sales of organic food to the crisis was 20% per year buying organic baby food.

That is, first of all hoisted on the jogging, aerobics and then on (or vice versa, can not remember), to yoga, karate and a healthy diet. And there would be nothing and quite nice. But as soon as the smell of money, hauled the huge international companies whose names have their own brands of junk food and nonuseful. They brought his organic units. It is as if "Norilsk Nickel" bought Office "Greenpeace" and for this reason considered his mission accomplished for nature. Mars started the Seeds of Change, Hershey Foods - Dagoba, Cadbury - Green and Black's, and so on.

Now the process of delivery organic inc to the end customer "organic" food brought to the level of sales of Coca-Cola. No one goes to look at the chickens and calves for the future of the soup. In fact, "exclusive" turned the mass rapidly growing segment not cheap organic food cooperatives.

This fashion, like any other, it is valid to the buyer under the laws of NLP. The green label "organic" makes people think about health, and they are currently are in pink and green dream - slimming, tan, juvenescent each sausage eaten organic. Those beautiful dreams make people very vulnerable. He loses his vigilance. And then the calories quickly snapped at him at night suppliers of organic food.

All logical - once you buy the very quality food, which is also a 30-50 percent more expensive than conventional supermarketovoy, you realize that it's perfect. Healthy. Beautiful. And this gives the hay. You do not even organic food affiliate program suspect that she had a wrong number of calories. The control is weakened, and the man enthusiastically consume organic products, successfully gaining weight organic food retailer.

This question is examined by Cornell University professor Brian Uonsink, author of Marketing Nutrition. At the Conference on Experimental Biology in Anaheim (California), he presented the results of his experiment. Scientists under the guidance of a group of people fed by the same cookie. He was then issued for the usual cookies, over the organic, and each time the subjects were asked to "by eye" estimate calories eaten. The magic of the label "organic" was fantastic: on average subjects were considered psevdoorganicheskoe cookies for 40% less calories than that which the researchers call "normal."

"The label organic, - said at the conference, Brian Uonsink - involves a halo over the product of a healthy lifestyle. For the same reason people tend to overeat foods that are labeled with labels "healthy food" or "low fat". They stopped counting calories, to reward themselves in this way for the care of the body. "

During the experiment why is organic food more expencive, was found out another oddity of organic food: under the spell of this mode is more get hardened urban dwellers, who are rarely in nature. But fans of exercise in the open air - veloprogulok, climbing, mountaineering and occupational therapy on the farm - have a much more critical view of the fact that the stores are called "organic food". During the experiment, they succumbed to a minimal degree of charm, "organic" and did not indicate a significant difference in calories of the same product - with a label and without it is whole foods really organic.

What can we do to avoid overeating organic products? Simply cease to deceive, says Brian Uonsink: "Count the calories in the mind of the organic products that are going to eat. Multiply the resulting figure by two - will be more or less fair amount. "

It would seem that there is a "front" way - stupid to read the label. But here we are waiting for clean water forgery. The magazine "Snob" wrote that the current signs with calories - no more than modnenky color of the season. Because the energy value of the detection system was developed a hundred years ago, since then technology has changed dramatically. And the people, by the way, too. The difference in the real world is a quarter of the nominal value. That is the type you buy 100 grams of poison, and there really hung 150 grams. Thank you.

So in any case, Professor of rights: to know how much we eat organic food really need to double both figures - and the one we assume in the mind and the one with my own eyes can see on the package.

However, it seems, deadly charm of the label "organic" is rapidly fading and no experiments, U.S. scientists: the crisis the industry is experiencing a sharp downturn. Before his departure from London, where I was in April, a passing newspaper page had to say: "Sales of organic food have fallen by 43% due to the crisis." The cult site "green» treehugger.com, however, results in different figures: according to their data, the market for organic food in the UK fell by 12%.

All clear: organic food - a luxury item, so in difficult times, this market should suffer in the manner of Hermes along with any dyavolicheskoy Prada.

But it's not just the economy. Just recently, scientists from the University of Leeds, says TheTimes, stabbed in the stomach of an organic-food industry, already losing money. They made a report to the British government's Office of Food Standards, which states that organic foods are no healthier than conventional agriculture products. "The Lark and the lapwing found in the plots of organic farming is much less than the usual farmer's fields," - said the head of the research group, Tim Benton. That, he said, contrary to the assertions of the ideologues of "organic" on the fact that their method of production is more environmentally friendly and attractive to wildlife.

That is, we understand that "organic" food - just not perfect, just like any other. And there is nothing to fool his head.