The UK's most influential food and 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. And '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. And now the UK's most outspoken and entertaining food writer is ready to explain why.
This engaging, witty and 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 McDonald's and 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, and 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; and 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 and eat forever. And give us a few belly laughs along the way.