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Drinkable-food developer slams farms


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If not for this being in National Geographic, I’d likely not write this blog about this fellow. But I have a real problem with the publication giving space to a product developed by a fellow who to me is talking out of both sides of his mouth.

First of all, the drink contains soy lecithin. Plainly describes it on the drink’s website. An emulsifier, soy lecithin is in a wide-range of food products. Where does the fellow think this soy lecithin comes from? It comes from commercial-, farm-grown soybeans, and likely not from native people collecting soybean pods from wild-grown plants in the far stretches of the underdeveloped world. (And if his soy lecithin came from this native source, he’d likely say it on his website.)

Second, his drink contains oat flour. Again, where does this fellow think this oat flour comes from? You know. But he doesn’t seem to let this fact get in the way of his marketing strategy against modern farming.

Third, the drink’s primary protein source is rice protein. In fact, in an extended blog on the product’s site, his group goes into how they’ve had problems getting this ‘just right’ rice protein through customs to start processing their drink in the U.S. Again, this rice protein obviously came from farm-raised rice. But it appears his rice protein comes from a foreign-raised source, so I guess that makes it better than evilly grown U.S. rice.

But here is what the really scary thing is: The product has received strong financial support, grassroots support. The campaign funding site for it boasts 20,000-plus backers contributing $2 million-plus to it.

This from the product’s campaign funding website:

“(The drink) frees you from the time and money spent shopping, cooking and cleaning, puts you in excellent health, and vastly reduces your environmental impact by eliminating much of the waste and harm coming from agriculture, livestock, and food-related trash.”

The fellow that developed this drink seems like a hardworking fellow. He spent time, his and other folks’ money and efforts to develop it, and entrepreneurship if done right is a noble venture. But I don’t understand how he can claim, or advocate, a time when food will be independent of farms and at the same time use farm-raised products in his product. Seems like he wants his marketing “cake” and “drink” too without really seeing the bigger picture of what he is claiming ... or the ignorance he is displaying.

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