We purchase an object or enter a scene not for their own sake but for the expectations we have of them. When we purchase an orange we do so in the expectation that it will quench our thirst or that it will taste good, or that it will make us healthy. On the other hand, our orange is so perfect looking (because it has been dosed with insecticide and herbicide) and shiny (because it has been coated with wax) that if we do not wash it thoroughly before eating we will eat it in the expectation that it will poison us. The activity of the moment is pursued not only for duty or immediate pleasure, but also with the dread, excitement, or merely boredom of that which we have a plate of food in front of us, we are lies ahead. This applies whether entering a room, shopping, at work or play, or merely doing the washing up. We are continually experiencing expectations, most of them subconsciously. However, all lead to motivation and state of mind. Joy or disappointment results from the fulfilment or otherwise of prior expectations. In other words, the stimulus provided by the total appearance of an object or scene engenders expectations of the outcome of our involvement with the object or event.

Examining the development of alternative crops, this volume covers topics which include genetic engineering and tissue culture techniques, and marketing potential utility of new crops.

Ai Hisano exposes how corporations, the American government, and consumers shaped the colors of what we eat and even the colors of what we consider “natural,” “fresh,” and “wholesome.” The yellow of margarine, the red of meat, the bright orange of “natural” oranges—we live in the modern world of the senses created by business. Ai Hisano reveals how the food industry capitalized on color, and how the creation of a new visual vocabulary has shaped what we think of the food we eat. Constructing standards for the colors of food and the meanings we associate with them—wholesome, fresh, uniform—has been a business practice since the late nineteenth century, though one invisible to consumers. Under the growing influences of corporate profit and consumer expectations, firms have sought to control our sensory experiences ever since. Visualizing Taste explores how our perceptions of what food should look like have changed over the course of more than a century. By examining the development of color-controlling technology, government regulation, and consumer expectations, Hisano demonstrates that scientists, farmers, food processors, dye manufacturers, government officials, and intermediate suppliers have created a version of “natural” that is, in fact, highly engineered. Retailers and marketers have used scientific data about color to stimulate and influence consumers’—and especially female consumers’—sensory desires, triggering our appetites and cravings. Grasping this pivotal transformation in how we see, and how we consume, is critical to understanding the business of food.

Sustainability is an essential part of our modern food production system. Carrying out food research that considers environmental, social, and economic factors, is a major objective for food producers and researchers. Strategic development and use of technology can greatly assist in the progression toward a more sustainable food system. Sustainable Production Technology in Food explores important scientific and practical aspects related to sustainable technologies used in all aspects of the food system. This book is organized into 13 chapters, that cover the main concepts related to sustainability and technology. Coverage includes current technology in the industry, technological developments to improve sustainability of food production (biopreservation, pulsed electric fields, high pressure processing, ultrasound, cold plasma, and nanotechnology), regulatory aspects, and future perspectives. - Presents a comprehensive discussion around the technological advances of sustainable food production - Addresses the current relationship between food production and sustainability - Focuses on how technology can impact the sustainability of the food production system

This book presents the wisdom, knowledge and expertise of the food industry that ensures the supply of food to maintain the health, comfort, and wellbeing of humankind. The global food industry has the largest market: the world population of seven billion people. The book pioneers life-saving innovations and assists in the fight against world hunger and food shortages that threaten human essentials such as water and energy supply. Floods, droughts, fires, storms, climate change, global warming and greenhouse gas emissions can be devastating, altering the environment and, ultimately, the production of foods. Experts from industry and academia, as well as food producers, designers of food processing equipment, and corrosion practitioners have written special chapters for this rich compendium based on their encyclopedic knowledge and practical experience. This is a multi-authored book. The writers, who come from diverse areas of food science and technology, enrich this volume by presenting different approaches and orientations.