Illumination 2.0

After sending a complaint to Bertolli after putting their Non-GMO Olive Oil (all olive oil is non-GMO) back on the shelf, my friends at Bertolli kindly returned a message.  It is all a marketing decision.  It is pandering to the lowest common intellectual denominator and driving sales with fear-based advertising.   I won't be playing along.  Selling out honesty and ethics to take advantage of the chronically misinformed is not something I support, and not a company I will support with my dollars. 

I ran out of olive oil.  I buy the stuff by the gallon usually, but my local grocery store had some 500 ml bottles on sale for $9.89, but buy-one-get-one-free, so 1 liter of olive oil for about ten bucks. Not too bad. It was Bertolli brand.  I put it in my cart and then I saw it-- the Non-GMO Project label, the label that certified that no GMO olives were used in the preparation of the oil.  They are telling the truth because there are no genetically engineered olives, so all olive oil is "non-GMO" .  So I put back the Bertolli product and instead got a liter of Colavita olive oil for about forty cents more. Neither features the butterfly of credulity.  Instead of a product that sports fear-based marketing to science-hostile interests, I bought a liter of general purpose olive oil for cooking and a liter of a higher quality oil for special applications. It gets much worse.  The Bertolli website features six products under "olive oils". ...

In a campaign that The Food Babe would be proud of, a group of attorneys have filed a class action lawsuit against LaCroix.  The claim is that the ingredients are not natural and that they are components of roach killer.  It is the 2018 equivalent to Vani Hari's misrepresentation that Subway's bread was made up of yoga mat chemicals. Remember that one?  Ah, simpler times.  The ever-credulous media was quick to amplify the story.  Without any critical analysis, the internet amplifies the sensational report.   The attorneys claim that LaCroix contains linalool and limonene, two components of "cockroach insecticide".   It does, and it is.  But was is linalool?    It sounds like a medical tool on the Three Stooges, but it really is the characteristic flavor of Froot Loops cereal.  It is a naturally-occurring volatile compound in fruits that imparts a fruity, floral note in fruit aroma.   What is Li...