Hijacked Taste Buds
Our taste buds have been hijacked by the food industry to make us believe we're eating deliciously flavored non-foods that ultimately make us not feel well. How can we retrain our taste buds and get back to eating nutritious, real, whole foods?
Find out what's behind this bamboozling and how to turn it around.
In our podcast we mention a couple of books on the topic (links below) as well as a delicious beet recipe.
The Dorito Effect: The Surprising New Truth About Food and Flavor
Supernormal Stimuli: How Primal Urges Overran Their Evolutionary Purpose
Beet Hummus Recipe
Here's the transcript of speakers Wendy Bright-Fallon and Debbie Peterson.
Wendy 00:00
My husband and I were recently in a store that we usually don't go to. And he said, Wendy, come over here and take a look at this aisle. And I swear it looked a mile long, and it was all lined with candy, the whole thing. And there were all these banners saying how much fun you could have and all these insane colors and very alluring signs. Then we went to the next aisle, and it was a whole aisle of sodas, and then it just kept going on and on. And I really felt like I was in a foreign place. It felt just so fake to me - so unreal.
Debbie 00:49
I want to take a step back for a minute and introduce us, because we get so excited about these topics. You're listening to Nourish Noshes and I'm Debbie.
Wendy 00:59
And I'm Wendy. We're so glad you're here talking with us. Let’s be clear, we want to have pleasure with food. But there's so much out there hijacking our taste buds. And what do we do about it? So we're going to talk about this. The evolution of it all.
Debbie 01:19
Yeah. Right. That is so attractive to so many people.
Wendy 01:23
What we're going to uncover today is how addictions happen. How do we get so lured by the processed stuff?
Debbie 01:33
We’ll talk about how these products and foods are hijacking our biology.
Wendy 01:51
Yeah, we just have not caught up really to this industrialized world - meaning our tastebuds and our response to all things not real.
Debbie 02:07
That's right, exactly. Let's start with taste buds.
A little geeky stuff.
Wendy 02:16
So I did not know this, but we've got 10,000 of these little tiny, tiny taste buds. And each one of them has 50 Plus taste receptor cells.
Debbie 02:29
Yeah! What does that look like? That's crazy stuff. That's why we have our tape. That's why we taste sweet, salty, sour, bitter, umami - I think I got them all. Our brain recognizes those flavors, because those are the natural flavors, right? And it sends signals to our brain and to the rest of our body to start digesting – kicking in our digestive process.
Wendy 03:01
Yeah, that's when our digestion actually begins - right in the mouth with the salivary glands - when we smell something or see something that tastes good, or that we assume tastes good and looks good - our salivary glands squirt.
Debbie 03:17
Right. And we depended on these tastebuds, especially when we were out, you know, hunter gatherers, nomadic lifestyles, where we had to trust that because some things were not safe to eat - our taste buds are programmed to be very sensitive.
Wendy 03:36
Yeah, it was a warning signal, right? If it was too bitter, we would say okay, that's gonna hurt me as poisonous. I'm not gonna have any more of that.
Debbie 03:46
Right. And on the other side, is that these taste buds were also survival instincts because we needed to seek out foods that were nourishing to us with vitamins and minerals and things that our bodies needed, like salts and sugars and fats. We had to seek those out because they weren't readily available.
Wendy 04:08
They were the way to survive.
Debbie 04:11
If you think about that hunter gatherer 8000 BC, who was out there on the savanna? Yeah, there was lots of plants to eat - tons of plants to eat. And those were probably what they ate most of the time because they were readily available. But they had to go out and look for the salty stuff. They had to go out and look for fat in mostly animal products, or they weren't products! they were animals. They had to look for little berries during season. They had to run - they weren't just sitting there on a shelf in a supermarket like it is now.
Wendy 04:49
Yeah, and the crazy thing is - I don't know what the statistic is - I wished I'd looked this up…but I wonder how much of the food that's in a traditional local grocery store is actually defined as real foods and not synthetic or processed or factory farmed. A wonder what the percentage is?
Debbie 05:12
Oh geez, I don't think I want to know.
Wendy 05:16
It's as though it's taking over.
Debbie 05:25
Well, it is because it's cheaper. So it's cheaper to make a synthetically factory formed raspberry than to grow and pick and ship the raspberries. You know, it's cheaper to make these fake foods. That's why.
Ooh, here's that statistic:
as a nation, we now consume more than 600 million pounds of synthetic flavorings a year, which comes to about two pounds per person of synthetic flavorings.
Wendy 05:59
It's fake over real. That’s a crazy stat.
You know, we're eating more ketchup than tomatoes.
Debbie 06:09
Oh, yeah, for sure. And it's tied up in money.
Wendy 06:15
It really is tied up in money and its making us ill.
Oh, what was that movie called?
Debbie 06:25
Wally?
Wendy 06:27
Yeah, the animated movie Wally. It just becomes so depressing. Because everybody moved around on conveyor belts and had big size cups and big size everything. I mean, it just seems like everything's going in that way. And then Wally finds a plant, right? This beautiful plant, and it makes his heart pump or something. I'm trying remembering. But, ugh, how do we get back to real?
Debbie 06:58
That's the sad thing isn’t it – we’re heading that direction. Our taste buds - and other things - have been hijacked. They've been hijacked to think that these non-food items are what we really want.
Wendy 07:12
Well, and it's convenient, hyper flavored, right. And the sad part is that even though it's got that satisfaction of the sugar, fat and salt, it's actually like a nutrition desert. It doesn't have any of the minerals and nutrients that our body actually recognizes. So we're all kind of walking around like zombies.
Debbie 07:42
Yeah, yeah. And I mean, again, let me go back to the fact that the sugar, fat and salt activates our brain, it gives a reward. It's like a dopamine when we face these things, because, again, our bodies have not evolved from 8000 BC when we were hunter gatherers, and we needed that reward system to make us go out and get more of that. And food manufacturers know all that and they're constantly creating new complex flavors and textures that are designed specifically to be irresistible to our biology.
Wendy 08:19
Got to take a big deep breath.
How do we unravel all of that?
Debbie 08:26
Yeah, well, we can't. There's not much we can do as individuals. I mean, the food industry is huge. And they've hired scientists to specifically design tastes that will get us to want to buy these processed, crazy things. So we can only work on ourselves. And what we can do as coaches is help people be aware that this is going on.
Wendy 08:51
I think that's true. Because once you have a little we want more, right? Yeah. Exactly what you said this dopamine hit and it happens prolifically in October at Halloween. And in the store the other day. I mean, they're already promoting Valentine's and Easter candy. You know, two more months of sugar rich rushes. Very seductive.
Debbie 09:26
Yes, very seductive. And when it comes down to it, like I said, it's all about money.
What to do about it:
Wendy 09:33
And so how do we trip it up? How do we unhinge ourselves?
Debbie 09:39
Yeah, don't spend your money on these foods.
Wendy 09:44
Exactly - don't spend your money on these foods. You know, I shop in different places than I used to 15 years ago and because I hadn't been in this store regularly, which is literally right around the corner from my house, I don't have that marketing in front of me all the time. And so one idea is maybe to just simply go to a different shop,
Debbie 10:12
Or stay to the perimeter of the store where all of the real food is where, you know, the produce and other real food and don't go in the processed aisles. Stay away from them.
Wendy 10:25
Could we share just a couple of samples of people who have had sugar addictions and what they did? Because we've got some fabulous success stories. With the help of our accountability, the client does the work, they really create new boundaries for themselves.
Debbie 10:51
The work that you're talking about is recognizing that something can change, something can change for the betterment - to make you feel better. Eating more nutritious foods and ditch the stuff that is not making you feel good or not super nutritious. So it's not that easy to do just change everything all at once. But the idea is to recognize first. One of our clients was talking about how she's just going to start the habit of reading labels every time she goes to store and buys something in a package.
Wendy 11:33
It was such so interesting because she said she had both half and half and almond milk. And she looked at the ingredients, and realized there was more real food in the half and half. And she said she would have, hands-down, thought that almond milk would have been closer to real food. And her interest really got piqued by by looking at the other things th