• Faketalk__clip 87_going To Supermarket Locator
• Faketalk__clip 87_going To Supermarket Stores
• Faketalk__clip # 87_going To Supermarket

In New York City, there seems to be a new scam lurking around every corner. Olmsted says: A lot of supermarkets now use “hot house tomatoes.” In the abstract, you would think field-grown sounds better than hot house-grown if they were under a sign. Field-grown tomatoes are picked green, and they’re 95 percent of the tomatoes we eat. In any kind of agriculture, you as a farmer want to get the vegetable off the vine as quickly as possible, because every day it’s out there it’s a liability. Bugs could eat it, you could have a hailstorm, whatever. So they pick the tomatoes green and they ship them to distribution centers.When they run out at a supermarket they say, “Hey, we need some more tomatoes,” and over at the warehouse they take a load of these green tomatoes, which are just sitting there because they have a long shelf life, and they hit them with gas. I think it’s carbon dioxide, or maybe it’s ethylene.

It’s a harmless gas, it’s been approved for food use. What that does is it triggers a reddening response from the tomato. The tomato turns red, but it doesn’t ripen. It’s a little bit softer, but essentially it’s like painting the tomato red with gas. That’s why supermarket tomatoes are usually rock-hard.

Olmsted says: In beef production, you’re allowed to use steroids, hormones, antibiotics, and growth promotants. In pork and poultry in the United States, you’re allowed to use antibiotics, but you’re not allowed to use hormones. A lot of chicken producers have realized that if they slap “no hormones added” on the chicken, they can sell it for a few cents a pound more and people will buy it, even though there’s no hormones in any chicken.This chicken (pictured above) is a little bit different because it’s also antibiotic free, which is exceptional, but then it says “no steroids or hormones added,” which they’re not allowed to use anyway. Do you see that little asterisk? It says here: “Federal regulations prohibit the use of hormones or steroids in poultry.” The USDA made them add that because they think this is misleading. To me, it’s like if you bought a bottle of water and it said, “No Coca-Cola.” It just can’t be in there.

Olmsted says: I’m glad they have this. It’s very hard to find this in the supermarket. It says, “American made Kobe-style beef.” But that’s one of the big scams I talk about in my book.It’s not made in Japan, but there are domestic producers of Wagyu that have imported the bloodlines from Japan and raised them. You can buy pretty good quality Japanese-style beef in the United States. This is not it.

I talk about this brand in particular in the book because you can go to their website and read about what they use, and it’s not that 100 percent Japanese bloodline. I think at some point they strayed a little bit in; it’s called “Wangus” in the industry where they cross-breed a Wagyu with an Angus.This is $6.49 a pound. Real Kobe beef, the cheapest, at whole sale, is $12 an ounce.

And they don’t make burgers out of it, because it’s too fatty. If you ask chefs, they all agree on what the ideal fat content should be for burger. I forget what it is exactly, but it’s a five percent span, and Japanese Wagyu is way too fatty for that—and too expensive. Even places that have a $50 Kobe burger on the menu, you don’t see that in Japan because it won’t make a good burger. Olmsted says: San Marzano tomatoes from Italy are considered the best sauce tomatoes in the world, and they grow in the volcanic soil leftover from the eruption of Mount Vesuvius that buried Pompei.

And it’s a PDO product, which means it’s protected under European law for coming from a certain place, like Champagne is. San Marzano tomatoes in Italy, in Europe, and almost all of the rest of the world can only be called San Marzano tomatoes if they’re grown in this region of volcanic soil. This label points to a can at least says “style,” which is a big buzz word.

I encourage this because you look at “San Marzano-style” and you understand, “No, they’re trying to imitate that, but it’s not the real thing.” So I’m totally fine with that. A lot of them will actually say it, and even have pictures of Italian flags on the label.A big California manufacturer of sort of fake San Marzano tomatoes just agreed to change their label and they’re going to call them “San Merican.” With real San Marzano tomatoes, European law regulates not just the tomato, but how it can be packaged. In cans, I think a lot of them add salt and maybe a little olive oil, but nothing else. This one says citric acid, potassium chloride, which you not find in real San Marzano tomatoes. Olmsted says: The problem with extra virgin olive oil is that a number of tests and investigations of supermarket brands show that they don’t meet the legal standard for extra virgin.

There’s extra virgin, virgin, and then there’s just olive oil, and extra virgin is like the A+. A lot of experts I talked to said maybe eight to 10 percent of the olive oil made should be extra virgin, like ultra-premium gasoline for your car.You probably can’t find one these bottles that doesn’t say extra virgin. You can sometimes find them in Europe, because people will say, “I cook with that. It’s cheaper.” But it’s very hard to find it here not labeled extra virgin, and if you do you should not buy it.One thing you also really want to avoid is “light” olive oil or blends, which they will have here. This one says, “Extra-light tasting olive oil.” They actually changed this, because in the industry, light olive oil is light in flavor, not lower in calories. It used to not even say “light tasting,” but when they do consumer perception tests, people think it’s lower in calories. I’m not saying, “Don’t buy this, it’s horrible.” I’m saying, “Don’t buy this if you think it’s less calories, and don’t buy it if you’re looking for extra virgin olive oil.” It’s neither of those things.

Olmsted says: Here is a pomegranate blueberry fruit juice beverage, which would lead you to believe that it was made from pomegranate or blueberry juice, right? Pomegranate juice, by the way, is the most expensive commercial juice, so when you see pomegranate blueberry, they always put the pomegranate first because that’s really valuable. You know that company, POM? They actually make 100 percent pomegranate juice. They sued another juice brand that was owned by Coca-Cola, saying it was misleading. Not this particular brand, but the same label: “pomegranate blueberry.” It went all the way to the Supreme Court because Coca-Cola’s position was, ‘This is legal what we’re doing.’ Because the label on the front of the bottle does not have to be in any order or inclusive, whereas the label on the back does have to list every ingredient and in order of volume.So this one has water as the first ingredient, which you don’t have in orange juice.

Sugar is the second. Next is concentrated pear juice, which is a cheap juice. Next is concentrated apple juice. Almost all juice blends you buy in the U.S. Are primarily apple juice and white grape juice.

They’re cheap, and almost all of our concentrated apple juice—like 97 percent of it—comes from China, and they use a lot banned pesticides.Anyways, next on the label you get concentrated pomegranate juice, which is actually ahead of blueberry juice, and a little bit surprising. It’s listed by volume of the overall product. There’s more water than there’s anything else. Then there’s more sugar. Then there’s more pear juice.

Then there’s more apple juice. And this is very, very typical.In that suit that POM had, the Coca-Cola product that was called “pomegranate blueberry,” the first two ingredients were white grape and apple, and it was 0.3 percent pomegranate—some trace amount so they could put it on the label. But you, as a consumer, would probably think those are the two juices you’re buying. Olmsted says: Coffee is consistently in the top 10 most adulterated products in the world. It’s one of these things where once you grind it, really you can’t tell what’s in it. In the old days they used to cut it with parchment paper, but most recently they’ve tested coffee for acorns, roasted corn, and sawdust—anything that’s sort of brown that you can grind into powder.

That’s why I say to always buy whole bean coffee. The beauty of whole bean coffee is you know exactly what it is. They can’t paint pinto beans and sell them to you, right?Still, you don’t know whether you’re really buying Jamaican Blue Mountain for $30. You go to a store and there are eight open barrels, and they all have different prices and different signs, but they all look exactly the same. Maybe one’s a shade darker, but if you’re not in the coffee business you don’t know what color the beans from Nicaragua are supposed to look like. The good news is if you buy that Jamaican Blue Mountain and it’s not from Jamaica, but you like it, you know it’s coffee because you’re buying the beans. If you know you like it, there’s very little harm in that.

And realistically, nobody’s checking. The FDA is already under-resourced, and they’ve got bigger problems. To them, if you overpay for your coffee and you’re not getting sick, it’s not a high-priority problem.

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Olmsted says: A big problem right now is truffle oil. It’s one product that’s not even really fake because there’s no real version. Truffle oil is made like perfume; it’s an entirely laboratory product.

A lot of it is made from a derivative of formaldehyde. It has no connection to truffles. They look for chemical compounds that, when processed, generate a truffle-like taste.Most of the chefs I talked to say that truffles don’t—and there’s a scientific word for it—leach. They don't infuse. If you chop up garlic and put it in oil, it flavors the oil.

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If you chopped up a truffle and put it in a jar of oil, it doesn’t take on the flavor of truffle. Plus truffles are very, very expensive. If you go to a fancy Italian restaurant and they shave black truffle over your risotto, you see it, it’s truffle, you can taste it, it’s really strong. But most of us don't get that. Most Americans who think they’ve had truffles have had truffle fries at their local gastropub or truffle mash potatoes. And there’s a reason why truffles cost 50-plus dollars an ounce or whatever, and truffle oil costs six bucks.White truffles in the market—real truffles—are two to three times as expensive as black truffles.

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If you go to a gourmet store and look at the truffle oil, they’ll have white truffle oil and black truffle oil and they’re exactly the same price. It makes no sense. It tastes vaguely like truffles, but it also tastes vaguely like gasoline or petroleum or plastic. We have a whole generation of people who think that’s the taste of truffles, so now it’s really easy to fool them.