Chapter+5


 * Idaho potato industry just starting in 1920's
 * Fought over potato sorter with a coin flip
 * started business in a potato cellar in Declo
 * Within a decade became the largest potato shipper in the west
 * operated 35 warehouses in Oregon and Idaho
 * Follow truck to onion plant in California immediately bought a prune dehydrator/dryer
 * Used the dryer to dehydrate onions
 * Began shipping onions as well as potatoes
 * Started a deal with the U.S army to sell them dried potatos
 * Principle supplier of the American Army in World War two
 * Set up dehydration plants in Caldwell Idaho, and soon became largest dehydration plant in the world
 * Bought potato farms and cattle ranches with money he earned from U.S army
 * build many fertilizer plants and lumber mills
 * he grew, processed, fertilized his own exports, then used boxes from the lumber mill to ship them.
 * After the war he heavily invested into frozen food
 * Hired many chemists to create a good tasting frozen fry
 * Started selling frozen french fries in 1957 but the business wasn't too impressive
 * Met Ray Kroc in 1965 and had a conference with him
 * Over a handshake he became Mcdonalds main supplier of French fries
 * Quickly became a supplier to many other fast food companies as the frozen french fries caught on
 * Now is one of the richest men in America
 * One of the biggest land owners in America as well, owning thousands of acres all of America.
 * Doesn't believe in religion, only in what is real, and he believes that to be his own "empire" that he built.

Food Product Design Millions and Millions of Fries
 * The New Jersey Turnpike runs through where most of the flavor plants are built, like the world's largest flavor company International Flavors & fragrences (IFF).
 * Other companies around the area aree Givaudan, the world's second largest flavor company, Haarman & Reimer the largest German flavor company, Takasago, the worlds largest Japanese flavor company, Flavor Dynamics, Frutarom, Elan Chemical
 * This area produces about two- thirds of the flavor additives sold in the United States
 * Schlosser got to tour the IFF plant in Dayton, but only got to see labs and pilot kitchens, where the flavors were tested and adjusted
 * IFF's snack and savory lab is creates for the flavors of potatoe chips, corn chips, breads, crackers, breakfast cereals, and pet food
 * The confectionery lab creates the flavor for ice cream, cookies, candies, toothpastes, mouthwashes, and antacids
 * The beverage lab creates the flavor for popular soft drinks, sports drinks, bottled tea, wine coolers, all natural juice drinks, organic soy drnks, beer, and malt liquors
 * IFF also manufactures the six best selling perfumes in the United States- Este Lauger's Beautiful, Clinique's Happy, Lancome Tresor, and Calvin Klien's Eternity
 * IFF also makes deodorant, dishwashing detergent, bath soap, shampoo, furniture polish, and floor wax
 * All of the sents are made by the manipulation of volatile chemicals to create a particular smell
 * The aroma of food counts for 90% of its flavor
 * Scientists that that humans develop a sense of taste to avoid being poisoned
 * Taste is suppose to help decide what's good for us, and what's bad
 * Taste buds can detect half a dozen or so basic tastes- sweet, sour, bitter, saltry, astringent, and unami
 * "flavor" is primarily the smell of gases being released by the chemicals you've eaten
 * Drinking, sucking, or chewing a substance releases its volatile gases
 * The brain is what decides if you want something or not through senses after you eat something
 * A person's food preferences are made through the first few years of their life through socialization
 * Toodler can learn to like hot spicy food, bland healthy food, or fast food depending on what people around them eat
 * Food color can determine the perception of its tast
 * Childhood foods usually leave a mark that adults tend to go back to- "comfort foods"
 * The demise of companies involving food and drinks is because of the taste of their products
 * The flavor industry emerged in the mid- 19th century
 * New food companies turned to perfume companies to learn about their expierence with working with oils and volatile aromas
 * Perfume houses in England, France, and Netherlands produced mant of the first flavor compounds
 * In the early 20th century Germany took the technological lead in flavor production making the smell of grapes
 * Flavor companies moved to New Jersey for more plant capacity
 * Man made flavor additives are in mainly baked goods, candies, and sodas until the 1950s
 * The invention of gas chromatographs and mass spectrometer- machines the detect volatile gases at low levels- increased the number of flavors that could be synthesized
 * mid 1960s= Pop tarts, Bac-Os, Tab, Tang, Filet-O-Fish, sanwiches and many others
 * Flavor companies annual revenue= about $1.4 billion
 * 10,000 new flavors introduced to US every year- 9 out of 10 fail
 * Food Chemical News, Food Engineering, Chemical Market Reporter, and Food Product Design
 * A nose can detect aromas that amount to .000000000003 percent
 * Flavor additives usually come last or second to last, Soft drinks usually contain more
 * the flavor in a 12 ounce of Coke costs about half a cent
 * Color addidtives make food look appealing
 * Titanium dioxide creates bright white color
 * Burger King, Wendy's, Mcdonald's have food coloring in many soft drinks, salad dressing, cookies, condiments, chicken dishes, and sandwich buns
 * Color of food affects how the taste is percieved
 * Bright color foods taste better
 * The Food and Drug Administration does not require companies to list the additives if the chemicals are approved by GRAS (Generally Regarded As Safe)
 * A single compound suplies the dominate smell
 * THere isn't a big difference betweent natural flavors and artificial flavors, they are just made with different methods. Natural flavors aren't always healthier or purer than artificial flavors
 * Flavorists
 * Biotechnology
 * Fast food flavor come from unexpected places
 * Vegetarian Legal Action Network petitioned the FDA
 * Lamb Weston plant in American falls, Idaho- one of the largest fry manufactures- makes fries for Mcdonalds