The UK's most influential food & drink journalist shoots a few of the sacred cows of the food world. The doctrine of local food is dead. Farmers' markets are merely a lifestyle choice for the affluent middle classes. & 'organic' has become little more than a marketing label that is way past its sell by date. That 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. This engaging witty & honest narrative is driven by the appetite of one large man: Jay Rayner
- someone who lives to eat but also understands that there is a world beyond the high-end obsessions of the farmers' market. Combining sharply-observed memoir
- growing up with the UK's most famous agony aunt who also happened to be a bloody good TV chef; witnessing the arrival of Mc Donald's & Dayville's ice cream in Seventies London; working as a butcher's boy
- with hard-nosed reportage Jay Rayner will blow conventional foodie wisdom apart. For here is the reality: within a few decades we will have nine billion mouths to feed & we won't be doing that by flogging free-range eggs from a stall in Borough market. Jay explains 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 the cornfields of Illinois to the killing lines of Yorkshire abattoirs 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.