Now with a new epilogue the UK's most influential food & drink journalist shoots a few sacred cows of food culture Buying locally' does no good Farmers' markets are merely a lifestyle choice & organic' is little more than a marketing label way past its sell by date This may be a little hard to swallow for the ethically-aware food shopper but it doesn't make it any less true & now the UK's most outspoken & entertaining food writer is ready to explain why Jay Rayner combines personal experience & hard-nosed reportage to explain why the doctrine of organic has been eclipsed by the need for sustainable intensification; & why the future lies in large-scale food production rather than the cottage industries that foodies often cheer for From the cornfields of America to the killing lines of Yorkshire abattoirs via the sheep-covered hills of New Zealand Rayner takes us on a journey that will change the way we shop cook & eat forever & give us a few belly laughs along the way