1037: How Ultra-Processed Foods Are Making You Fat, Sick, & Weak

If you want to pump your body and expand your mind, he's only one place to go might bite up with your hosts. Sal de Stefano Adam Shaffer and Justin Andrews in this episode of mine pump. Will we talk about how ultra-processed foods are making you Fat Sick & week we talked about what we think is the most important thing you need to do. If you're trying to get your body in a healthy body weight their studies coming out supporting kind of what we've been talking about for the last four years about ultra-processed foods, and we know we've had a lot of people combat us this whole time telling us that it's about counting macros. It's about you know calories and yes, those are important factors. Yes, those definitely count but we've been saying this whole time you got to pay attention to what causes the behaviors there's more to this story that makes you overeat and there's now we got studies backing it up and so in this episode we talk all about

How ultra-processed Foods first of all what they are because I think a lot of us are confused in terms of what does that mean? When we say processed food why they exist what the good things are about these types of foods believe it or not. There are a lot of good things from these foods and there's a reason why we need them and then of course we talking about the negatives what's happening to you and your body when you consume a lot of these types of foods and then we talk about strategies how you can work around Modern Life where you're around these types of foods to get your body to be lean and healthy easier. You know, I'm saying like will you don't want to over 8 where you're not constantly fighting with your appetite and your hunger. So this we think this episode's gonna be extremely extremely valuable to a lot of you also there's a Blog that goes along with this article and it's got more detail more information. It's going to be in our show notes, which you can get a mine pump media.com the blog is titled.

The most effective single step you can take to lose fat also before we get into the episode our Maps hit program hit stands for high intensity interval training is 50% off. Now, these are barbell and dumbbell circuits. This program is designed to burn the most amount of calories in the shortest period of time. It is a very effective fat loss program in the short term again. It's 50% off just to help everybody get ready for the for the summer. You just got to go to Maps hit that's mapps HIIT.com and use the code hit 50 HIIT 5:04 the discount. So there you go. Alright here. We are talking about ultra-processed foods and why the probably making you fat do you guys see the study making the rounds about processed foods

another one? Is this the one you brought up on

the show the other know so this is this one is making the rounds and I did bring it up on the show.

Because I did bring it up quickly on the show. But this one's really finally making the point that we've been trying to make for so long in regards to process those. Let me tell you what the study was. So the thing about studies and food and nutrition the reason why a lot of them are difficult to or why it's not a good idea to take their often times take the results to heart is because most studies on diet are done in an observational manner. They're all survey. So people go off they eat the way they eat they come back and they fill out a survey. How often do you eat bacon? How often do you eat cookies? How much sugar do you think you eat and humans aren't always that honest. They're not that good and terrible report. Yeah. Give me really bad. I mean we know this is trainers, you know, when a client says, oh, I generally around 1,500 calories. You can probably add for 500 calories to that people just don't know. I don't eat that much bad stuff and then when they start writing things down you

notice I have a relatively healthy ya hear that a

lot. It's so it's so

Just notoriously terrible nutrition studies are just hard to to really read because of the way they're done. And the reason they're done that way is it's a it's a very difficult thing to control all factors. Like when you're doing a study ideally what you want to do is you want to control all other factors. You can test the one thing that you're trying to test. Well with nutritional studies that would mean that you would need to take x amount of people have them live in a laboratory and control everything look at their sleep. Look at their how much water they're drinking what they're eating their interactions that you have to control everything just to be able to you know, single out what the issue is or isn't or isn't with particular whatever you're studying whatever food you're staying whatever diet or stunning and so those studies are rarely ever done. Well, they just did one on Ultra processed food, which I want to get into. Well tell me how they

second. How did they how do they control the study

the people lived in the lab? Oh, really?

Took they took 20 people and there were other studies that were similar to this. So this is just echoing what the other Studies have shown but this one was like this is the one that's making the rounds right now. They took 20 people they lived in the laboratory for a month. So for 30 days, these people were totally under the supervision of the scientists and they had they gave half of them ultra-processed food diet and the other half of them a whole unprocessed food diet. Now, here's the kicker the nutrient profiles the proteins fats and carbohydrates profiles of the foods were nearly identical. In other words. It wasn't like they gave them all high sugar processed foods in one side and then the other side had a bunch of low sugar processors. They they matched the proteins fat they match them so they tried to kill again. This is why it's so great. They controlled those factors now were they

were they limited to the amount of calories? They were like consumed or was it like here's the food's yay, then you can eat in

addition to

Here's your food eat as much as you want and I'll try to yeah, just eat and we're just gonna observe you and what they did is they have them do this for two weeks. And then for the second two weeks, they switch the group's another control which is brilliant, right? Because you could have 10 people that are just you discipline. Yeah. So, let's see what happens to both. Right? I switch them around right? Here's what they found the ultra-processed when the groups would would be have access to the ultra-processed foods regardless of the macro nutrient profiles regret regardless of the Salt Fat sugar fiber protein all that stuff. They ate on average 500 more calories a day. Wow. So on average they were eating an additional 500 calories a day is not a little bit as you guys know. Yes, no thats that can that can turn into a pound of fat a week something like that. Right? Like you're going to get anywhere between probably three to five pounds or more of body fat gain a month. Yeah, if you eat an extra 500 couch, that's like two hours of cardio, right?

So Mike that an hour and a half of hard cardio something like that. They also found hormonal changes. This is gets even crazier. So they found that the people who are eating the processed foods had decreases, excuse me, the unprocessed diet so that people eat the whole Natural Foods had a decrease in the Hunger hormone. Ghrelin. Now, we know when ghrelin goes up we want to eat more food. It also led to a suppression of the of a hormone called pyy which also stimulates appetite. So people away unprocessed food their body essentially released hormones and chemicals that would tell them to eat less. Mmm. How crazy is that? So it blunts that signal. Yeah. So now what I want to do when I think we should do is kind of break this down and and I use the term ultra-processed

Foods. Yeah. I think you need to First address one the positive side of and and also that most food is processed.

That's a good point. But the real definition right like this

is food. Yeah, the most food is processed. Its it did serve a person purpose for a very long

time. Well, just taking okay. Look when you go buy a steak at the store and it's in on the little white tray with the plastic covering or whatever. That's we would consider that as unprocessed but it's but reality in the food industry. It's a process. It's still processing the sense that it was cut and you know, the animals killed and cut and they give you a piece of steak. So I think what we need to start and so when we say processed food we should talk about what we're referring to because all food you buy at the grocery store was processed even the fruit it was it was cleaned. It was picked it was you know, a sticker was put on it. It was processed in some way. Right. So what when that's why I'm using the term ultra-processed and why the study the peoples who put the study together refer to the product to all even like with the meat example in like putting a you

know, the plastic over the top of it. We're trying to extend its

Life a little bit further not have you know bacteria and it be exposed and degrade

fast. Exactly. So Ultra the more the food doesn't resemble its natural state then that would make it more

processed. So like a Rice Krispie Treat is not like a steak

Yeah, right or or or like a beef jerky is far more processed than a steak for example, potato chips far more processed than a potato because so much more effort and energy has gone into increasing the shelf life and increasing the what's known as the palatability which which in layman's term is how good it feels to eat it which includes the taste right includes. Yeah it heightens all the senses. Right right. So

when did we really start to to ramp this up? Like when did it go

from humans and my processing food forever? So

the moment we started adding seasoning and salt so that was huge, right?

It's like what were the people fought Wars

for salt? Yeah, so select Sailors, you know long time ago. They figured out that if they salted meat that they could keep it on a ship and it would stay on the shit would stay okay for long periods of time. So if you're out to sea for four months, you're if you're if you're sailing the the Mediterranean or you know, you're sailing the Pacific and you need food, they would take lots and lots of meat, but they would solve the hell out of it to prevent it from from going bad because it prevents the growth of bacteria and pathogens. So that was processed. That was that's that's a form of processing we learned how to can and jar foods along time ago. That's a form of processing and I think people need to realize that that is a good thing like that really makes a big difference because we don't the food that we eat isn't typically where we grow it right like most places are like

For Nia where we live in California were lucky. It's got great weather. We can grow a lot of food. But if you live in Minnesota, you're getting food from other places. And the ability to keep it from going bad is the reason why you have you can eat this food. And the reason why you have the variety in your grocery store, it also really helped mankind survive for long periods of time. And so we've been processing food for a long time. It also makes food, you know convenient. I mean Modern Life can be pretty damn busy.

This is explain why I like the Midwest is got more obesity than like

if they ever thought I would question you ever thought about that. That's a really good question. Dude, you actually in fact you actually find that to be that are the Mountain Dew.

I saw a lot of that going around.

That's a good that's a really good point Adam. I think they do there is a bit of a correlation between those type of climates and obesity and it might be the dependence on unprocessed food.

Um, here's some other benefits of processed food their nutrient fortified and what I mean by nutrient fortified is like vitamins and minerals people are like, oh that's not that big of a deal. The nutrients aren't quite high quality. Listen, it wasn't that long ago kids were getting having issues because they were lacking nutrients. There's a reason why there's iodine in salt it actually solved iodine deficiencies in children, which were rampant, you know back in the day, you know, Iron fortification b-vitamin fortification these types of things are were important at one point that we now kind of take for granted and that's just modern technology allowing us to prevent, you know, these deficiencies that we can get from not getting nutrients it where if you don't have these types of food, you have to understand how to eat lots of variety of different

types. There's also a perks like, you know, we now live in this world where there's I mean, there's a diet for everybody right? There's a different type diet for just about any person whether it's vegan or keto or carnivore or you name it right and with

US Foods you can now create these foods that fit in the

subcategory great great great

point which you know for somebody that may have, you know gluten intolerant exactly. They can now they can now eat foods that are similar to The the ideal whole food that they want but it's eliminating some things that they might have an intolerance to or that way they can fit into this, you know diet protocol that they're trying to follow so absolutely positively

absolutely now going back to

like process versus Ultra process like in terms of like defining that like, what are like some some really good examples like an ultra processed food, you know versus

process things that come in bags boxes and have the Rice Krispies Treats. Yeah, that's like really really long shelf life. You know, like it's the difference between a strawberry and a strawberry flavored gummy worm. For example, like that's ultra-processed. You know, it's like it's a food we invented essentially, I mean it's made with whole food ingredients, but then we also put it through this.

Process that turned it into something

completely. I think that's a good way to I think it's a good way to look at it. If it doesn't resemble any Whole Food whatsoever. I gummy bears not it's almost what well you'd say it was artificial, you know, as far as flavoring there's a lot of artificial like I mean, is that still on the label in terms of like they label it as this is an artificial flavor.

This is this. Yeah, they do that. Yeah they do and they'll list the chemical names and stuff like that. So yeah know that I mean that's a set like okay whole Natural Foods unprocessed Foods just for the sake of this conversation. These are foods that look closer to their natural state. So like meats that are not processed into sausages and salamis and bologna like bologna is an ultra processed meat. Yeah, right like go find me a blown. Am I me Abalone animal that's gonna be a funky look that so that that's bologna is an ultra processed meat bacon bacon is a

Another step of processing and now you can get bacon that is far less processed but there are lots of popular types of bacon that are much more ultra-processed because of all the smoking and seasoning and and processing of the food to make it taste. So they met a lot

more engineering steps involved with the ultra

process and it's funny to when you look at me, for example, alright, we'll stay on the subject of meat when you look at the when they show you studies that say, oh eating lots of red meats bad for you. Look it's associated with cancer this and the other that's the process variety of shit. It's not the I ate a steak. It's the I eat lots of hot dogs. Yeah, you know that that tends to be the problem. It's the difference between again like a potato and a potato chip a fruit and a fruit snack milk and ice cream for example, so if you wanted to if you know, so the unprocessed stuff is like fruits vegetables legumes even look even grains grains even have to go through some level of processing. For example, you don't eat

Wheat and its natural form you can't yeah, you would actually Shred the inside your body if you pick tweet and ate it even the Ancients, you know, 10,000 years ago. They had to grind their shit at a wheat and process it and there the way that they process things because they don't have modern technology to make it so that we could eat it and digest it. So a lot of grains even more natural grains tend to be processed rice is less processed than for example, wheat products is rice. You can have two processes much you can have

it and and to your point about other foods that are fortified with nutrients that the positive side like, you know, we wouldn't have protein powder and protein

bars. That's ultra-processed.

Right if it wasn't for processed foods, absolutely absolutely and and, you know, being a trainer and has trained many clients under consumption of protein is a very common thing that you deal with people. So it's not as it's not very convenient to have to, you know, kill and Slaughter a cow and then

Cook it and do that every single time you're looking for a source of protein. So yeah, and there's times where you need to supplement with the concentrated amounts. Like you have a serious deficiency that you need that concentrated amount you'd like you can get it from a whole food sources, but you still need more than

that. Exactly. So let's say I just want to add let's say I'm monitoring my food intake and I'm looking at my macros and I just want to add I need to add 50 grams of protein in my diet and really don't have a lot of room to add anything else. I can either go get a dry boiled chicken breast and have to cook it and all that stuff or I can use a protein powder Which is far more convenient and gives me exactly what I'm looking for and that we you know, we that's that's not a bad thing. I don't think that's a bad thing at all. Especially how busy we tend to be and how difficult it can be to find the time to these types of things. I've had many clients who benefited from having a protein powder which is an ultra processed food. The other thing is the is the the cost the cost of food.

Is wasted because it went bad is massive people don't realize it's like we are feeding

the

world and processing Foods or processed foods tends to be far more efficient because I could make you know back I could make boxes of processed foods that contain proteins fats and carbohydrates and I could ship it across the world and lose very little of it. Yeah, but if I grow a bunch of vegetables and fruits and meet the transferring of that stuff is expensive the fact that a lot of it's going to go bad on the way there is going to cost and it creates some of it is more ripe than other it creates a tremendous amount of waste and when you're trying to feed a lot of people it's far easier and more efficient to do. So with with with processed foods far easier to do though, you know, imagine it eliminating, you know, like rice and wheat roll how many people would starve? Yeah, and you mentioned in

terms of waste like so the packaging

Itself, like actually that's more of a

detriment would be a detriment right? So not to that. Well, I guess I can see

also benefits to like, you know, how I've used processed foods or drinks. You know, when in the performance world when you're when you need like your Runners that need a quick surge of sugar or you are an athlete competitor and you need this burst of

energy or you want to drink with the right balance of electrolytes and right right. So I mean man how

awesome is that like we didn't have that, you know, a hundred plus years ago. So the ability for us to understand that the science of how these nutrients fuel our body and help us perform better. And now we have access to these types of things

that's part of the variety thing like processed food. Let you go camping. They let people go on the moon, you know, they're not bringing fresh fruits and vegetables up in prostitution ring. Yeah, it's huge, you know, so you've got lots of that variety and here's the thing processed foods from a pathogen standpoint from a foodborne illness.

And point are safe far safer than the than unprocessed Foods far safer. Right? So like your odds of Contracting salmonella or some other, you know, foodborne illness are way higher when you're eating something that could not get out. Yeah, you typically do nine out of ten times when there's a salmonella outbreak. It's not in a box of cookies. It could happen from like some other sources like salad or spinach or something like that, right? And so in certain some societies that don't have the same standards like the u.s. We have good standards Foods get checked and lot stuff but in other societies look, I'll tell you what if I go to a third world country and I need to get some food and I go inside one of their supermarkets or whatever that they have there. I'm it's safer for me to grab the packaged food than it would be for me to grab the street vendors food. They may be cooking some pork and whatever but you know, I

Then Thailand when I was in Thailand, I hate some some food and it made me hella sick and it wasn't it wasn't the process food that

all that's another positive to the right. It's allowed us to help like third world countries. Totally that I mean, you wouldn't go you wouldn't drop a crate of raw meat on a group of you know, starving, you know, young kids are starving

country their what the fuck are they going to do wood waste so much of it right? Some people would write exactly right. So there's there's definitely there's lots of

use for this for the evolution of food and and the part of the processing so it's not

and and this is a good I'm glad we're doing this because I think people think sometimes that we demonize it so much that we wish it never existed. Yeah. No man. It's a we need it in many cases and like anything that is extremely valuable and has a lot of power it can be wielded in different ways. And this is the benefit side of it. This is why it exists in the first place and why mankind, you know has been trying to figure these things out for a long time. Oh, yeah, we were

Having problems. I mean initially that was the I mean it was all with good intent, you know trying to create these foods that would last longer and would feed more people and you know, they could get a handle on

that. Oh, yeah. I mean we now I don't remember what the numbers the exact numbers. I read this a long time ago, but the amount of farm land required to feed a thousand people has shrunk considerably because of modern farming practices in our ability to process certain things. So in the past you would need far more land to feed the same amount of people but we've gotten so good that now we need far less land and that's a good thing because we have a lot of people on this planet and now doesn't come without its risks and caveats which we're going to get into yeah and go off on but it's important again. I think it's good that we're making this point that there are some good sides to processed foods and it's not it's not evil. It's just it's not respected. I think it's not respected for the other.

I'd you know there needs to

be some parameters you put in place. But yeah, we'll get into

that. Absolutely. So here's some of the here's the thing and here's where and I want to go into the negatives of ultra processed food. But before I do I think it's important to make this case right here if the biggest single contributor contributor to Chronic health problems in modern societies because there's a lot of problems a lot of chronic health problems of modern societies. We I mean, I can go down the list of diabetes cancer Alzheimer's dementia inflammatory disorders autoimmune disorders that are just seem to be growing and exploding but the single thing that contributes to all those the most is obesity right obesity. If you're overweight if you have a lot of too much fat on your body, you consistently consume too many calories, you're at risk on a hundred other everything your cancer risk goes through the roof. Your heart disease goes to the roof your your diabetes risk goes through the roof.

Dementia, Alzheimer's risks go through the roof autoimmune disorders risks go through the roof like everything goes through and so it's although the problem is far more complex than that. If we were to say, what is the single biggest health problem of modern societies? I think it would be safe to say obesity. Like I'll be a safe thing to say now. What's the biggest contributor to obesity? Like, what's the problem? Like everybody knows it, you know talk to anybody who's 50 pounds overweight and ask them. Hey, do you think that you you know, you want to lose it all but they'll say yes, right. Everybody knows it's eating in excess too much.

I mean we and you know, we've touched on this before that we just a hundred years ago. It was hard to come by food, you know, it wasn't it was something that you probably had to be very wealthy to have an excess of food that you could just

benj. In fact, it used to be that it used to be where signs of wealth. It's right, right. If you are a

little overweight. It was like a cool. Oh, he must be rich

and it's by the way.

And almost cultures right most cultures believe that like I know in some Asian cultures being a little overweight

is a hundred percent think that's part of the problem is that we've we have aspired to it for so long and now we've actually got it and now we've got it so much that it's an abundance for everybody. Not just the wealthy, but even the poor

we've done such a good session. Yes, these food son should done such a good job of making food accessible and cheap that and then other things that we're going to get into that. It's now become a and I remember as a trainer you guys remember

this like I remember having to actually combat this with clients when I'd have a client that you know, they had to scrape as little money. They could to afford even have me as a coach and trainer and part of their excuse of not eating well would be like out of my could eat at the on the 99-Cent menu at McDonald's, you know, three or four times a day and get my calories and it's like to their point. They're there right like it's almost cheaper to eat shittier now and eat get more.

Valerie's when and that's where our fuel through these types of sources and we have you know, just again fifty to a hundred years ago. We didn't have fast food restaurants on every single Corner that's

crazy. And and it's so here's the thing to like if we if we understand that overeating is and it's more complex than that. But if we really had to boil it down, right and we just over eight we more than we need to if we could solve that we would solve a large part of the problem. Just that right there like forget the like well in this is in defense

of our boy laying like this is Lanes argument always is the calories the right a oh, it does always come down to calories. The fact is though that there's there's other factors that play into

that right? The problem is is he's looking at the science and a lot of people do this in our space. They look at the numbers and say well just it's just that people are reading it's as simple as that. Yeah. Well, okay. Yes, that's true. But now let's figure out why why that's

Come a problem. And here's the here's the mirror of the behaviors that are and here's the myth. I would love to over. I want to just dispel right now. The myth is that because humans evolved for large Parts in scarcity that our we have no natural safeguards against overeating the myth is if you just give humans access to food all the time, they're gonna eat themselves to death. And the reason that is is because for most of human history we didn't have access to a lot of food. So it was evolutionarily advantageous for us to just eat food when we had in front of us. That's a myth that's not part of that is a myth. We do have natural safeguards against overeating because just override the because look let me tell you something when I'm when a hunter kill the an animal you would still be disadvantageous to fucking eat until you throw up and got sick obviously. Look go try to eat as much as you can at one sitting and you'll hit those natural systems right away. You'll gag.

You'll want to eat more the human body is not wasn't didn't evolve to have this analyst fucking appetite that this doesn't work that way. In fact, the study that I just quoted earlier proves that you had people eating whole natural foods and they 500 calories less and they weren't even taught. They weren't told to monitor their food their body kicked in and they measured it through those hormones their natural safeguards. So the point that I want to make is this we all naturally and it's more complex than this of course because there's emotions and fears and anxieties and you know, how you treat food and if you abuse it and particular way, there's all that too but largely humans naturally have the safeguards. That won't let you eat too little and won't eat let you eat too much. Now these safeguards aren't going to make you shredded. So I want to be clear. It's not like you're all going to be shredded but they see these safeguards should prevent you if you're healthy from getting obese and they should prevent you from from not eating and becoming malnourished those safeguards exist. Here's the problem.

Safeguards are you know, let's say the parameters are here and I'm making I'm putting my hands about maybe 20 inches apart what happens when you eat in a particular way when you eat foods that a lot of money goes into making them super super tasty and super palatable those parameters move over. So now those safeguards don't kick in until much later which is what we're finding with the

studies and not only that but we also live in a very distracted time in our lives where many people are not even trying to become aware of those signs like kids. I mean, I think that's one of the things that you have to be so careful about is like when you are mindlessly eating and not paying attention to how my stomach feels what my stool was like how I felt the nest next day how my energy level feels two hours later. Like there's so many of these the signs that the body may be trying to give you that in my experience at least most of my

It's were just absolutely clue oblivious. Yeah, absolutely clueless of it because one they weren't trained or taught to even look for those things and then to their diet was so filled with these super ultra-processed foods that were designed to hijack

that oh, yeah, you know what ends up happening is so first and foremost the money that goes into ultra-processed Foods if you were to look at all the money that goes into it some of the money goes into its shelf life. Now, we've got that down pat. We've kind of figured out how to make food lasts a long time pretty well. So it's not like crazy money in science going into making food last past a certain point like you want your processed food to last you about six months to a year anything past that and there's no market for it unless you're buying emergency food or you plan on trekking to the top of you know, some mountain and you plan on living there for a couple years nobody like you don't go to let me put it this way. None of us are going to the store and comparing foods and saying okay. This is going to last you can two years.

Yeah, nobody cares after some point. Nobody gives a shit anymore. So where does all the money go into processed foods making taste been making them palatable now, here's why I use the word palatable palatable is different than taste taste is apart of palatability taste is how you perceive its taste but there's also how it feels in your mouth smell how it smell crunches the color of the bag the way the bag when you open it the way it feels in your hands the dust it leaves on your fingertips. Okay. I'm by the way, I am not making any of this up. This is

Doritos is fall very visceral experience Dorito intentionally leaves all that sand Cheetos do that on purpose. It's not like by chance that they don't they don't do that dude. If you look at the kickoff

that fairy dust you can read books on this on food scientist and they go into like painful painful detail on how to make this food. Think about it this way. If you could make a cigarette more addicting you would kill your competition. In fact, it made the laws against Ashley did that actually made laws against that because they were doing that.

If you can make food more palatable you're going to crush your competition.

So that's that's that's a point. That's a great point to make right there is that you know, it's a when it comes to those things. It's a less regulates funny that we regulate that was cigarettes, right? We do that with cigarettes that o we make it to where you can't make it more addictive than it already is and it gets a bad rap for that but it's glorified in food. I mean once you pop you can't stop I mean that was like a campaign for Pringles right? It's crazy lace right in our face can't just eat one. No, I mean it's it is something that is celebrated in the food space is who can make it more addictive to the point where we can make commercials around it bragging about how addictive the properties are the whole bag because food is an is a necessary evil. We don't demonize it the same way. We don't look at it like cigars cigarettes aren't necessary. Nobody needs to smoke a cigarette to live and so we can look at it differently and we separate it differently than food, but when you look at that

Obesity is surpassed what cigarettes was at 1 at 1 terms of killing people. Yes.

Oh, it's killing giving more people cancer than cigarettes,

right at what point do we start to have and I know it sounds very alarmist to say this but at what point do we start looking at food as holy shit? This can be as dangerous as

cigarettes. Oh, I'd say more dangerous because we don't we don't perceive the danger. Like you said, it's we don't look at a bag of you know hyper palatable chips and think to ourselves that oh shit. That's that's like a bag of cigarettes. Nobody thinks that right up not at all. And so that's a lot of the problem. A lot of the problem is most of the money goes into engineering these Foods. Look, let me put it this way the top-selling cat food in any category health food or not is the tastiest one. Okay, I challenge anybody to prove me wrong. The top selling protein bar is not because it's got the best macros because it tastes the best the top-selling.

Pre-workout is not because it works the best because it tastes the best the top selling chips cookies beef jerky. Any category is because it is the most palatable and this is the thing now because we're in a market-based economy the market creates what people want and then here's what ends up happening. It creates this unhealthy obsession with the hedonistic properties of food, which then leaves no room for you to Value the other things in food, just like you were saying Adam how many people think to themselves. I need to eat, you know God I want to go eat something right now to help my digestion, right or I need to go eat something for my skin or I need more energy. I'm gonna go eat something to give me more energy. Nobody does because we've placed so much value on the hedonistic pleasure of the food to the which were that's the value that's all

by the way, we're not demonizing that either there's something to be said just making you aware of it, right? There's something to be said about that. It's nice to be able to go. Have a nice dinner.

And enjoy a steak and have something like that and enjoy it for those reasons, but that doesn't mean that you can also look at the the negative sides that come with that and that's the problem respect is that we only celebrate it and we don't talk about. Oh, what comes with that is all the addictive properties that is obviously is what's the main cause of what's causing the right

City right now the right now people listening to our podcast who in our podcast is a fitness and health podcast. So there's even a self-selection bias. We have healthier minded people listening right now. I guarantee you most of the meals that you that you eat maybe even today the reason why you chose that meals because it tasted better than the other option. So and that's not a bad thing just be aware of it because you can change it because the way that you value things can be changed what you become once you become aware of them. So I'll give you an example so funny example, but you know, my grandma grandfather used to have always a jar prunes in his house.

All the time you don't like the taste so much but he valued the prunes because it helped them because it works go to the bathroom. So he would eat them for that value. If you start to become more aware of the other things about food and aware that you may be overvaluing just the palatability of food. You'll start to find yourself making better choices. I've done this with clients time and time again. I had a I'll share the story before I share it again. I had a client once who never ate vegetables ever hated them thought they were absolutely disgusting didn't eat them since she was a child I think and so I talked her into eating one stalk of broccoli a day was one piece of broccoli today. And what I did was I told her stop pay attention become aware of how it makes you feel become aware of go ahead and become aware of flavor the taste that you don't like it, but also become aware of the other things that that you may be getting from the food your energy your stool your skin and so little by little I bumped her up and bumped her up, and then she started noticing things.