Inelastic human stomaches

Written by Michael Pollan

Try as we might, each of us cannot eat more that 1500 lbs. of food/year, no matter how cheap it gets.  (Food industry executives call this the problem of the "fixed stomach"; economists speak of "inelastic demand.").  Nature has cursed the companies working in the middle of the food chain with a recipe for falling rates of profit.  This leaves companies like General Mills or McDonald's with 2 options if they hope to grow faster than the population:  figure out how to get people to spend more money for the same 3/4 ton of food, or entice them to actually eat more than that.  

Michael Pollan, The Omnivore's Dilemma, pp.94-95. 

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