“So what exactly would an ecological detective set loose in an American supermarket discover, were he to trace the items in his shopping cart all the way back to the soil? The notion began to occupy me a few years ago, after I realized that the straightforward question 'What should I eat?' could no longer be answered without first addressing two other even more straightforward questions: 'What am I eating? And where in the world did it come from?' Not very long ago an eater didn't need a journalist to answer these questions. The fact that today one so often does suggests a pretty good start on a working definition of industrial food: Any food whose provenance is so complex or obscure that it requires expert help to ascertain.”

“What is most troubling, and sad, about industrial eating is how thoroughly it obscures all these relationships and connections. To go from the chicken (Gallus gallus) to the Chicken McNugget is to leave this world in a journey of forgetting that could hardly be more costly, not only in terms of the animal's pain but in our pleasure, too. But forgetting, or not knowing in the first place, is what the industrial food chain is all about, the principal reason it is so opaque, for if we could see what lies on the far side of the increasingly high walls of our industrial agriculture, we would surely change the way we eat.”

“Eating is an agricultural act,' as Wendell Berry famously said. It is also an ecological act, and a political act, too. Though much has been done to obscure this simple fact, how and what we eat determines to a great extent the use we make of the world - and what is to become of it. To eat with a fuller consciousness of all that is at stake might sound like a burden, but in practice few things in life can afford quite as much satisfaction. By comparison, the pleasures of eating industrially, which is to say eating in ignorance, are fleeting. Many people today seem erfectly content eating at the end of an industrial food chain, without a thought in the world; this book is probably not for them.”

“Imagine if we had a food system that actually produced wholesome food. Imagine if it produced that food in a way that restored the land. Imagine if we could eat every meal knowing these few simple things: What it is we’re eating. Where it came from. How it found its way to our table. And what it really cost. If that was the reality, then every meal would have the potential to be a perfect meal. We would not need to go hunting for our connection to our food and the web of life that produces it. We would no longer need any reminding that we eat by the grace of nature, not industry, and that what we’re eating is never anything more or less than the body of the world. I don’t want to have to forage every meal. Most people don’t want to learn to garden or hunt. But we can change the way we make and get our food so that it becomes food again—something that feeds our bodies and our souls. Imagine it: Every meal would connect us to the joy of living and the wonder of nature. Every meal would be like saying grace.”

“The fact that the nutritional quality of a given food (and of that food's food) can vary not just in degree but in kind throws a big wrench into an industrial food chain, the very premise of which is that beef is beef and salmon salmon. It also throws a new light on the whole question of cost, for it quality matters so much more than quantity, then the price of a food may bear little relation to the value of the nutrients in it. If units of omega-3s and beta-cartene and vitamin E are what an egg shopper is really after, then Joel's $2.20 a dozen pastured eggs actually represents a much better deal than the $0.79 a dozen industrial eggs at the supermarket.”

“I said before that McDonald's serves a kind of comfort food, but after a few bites I'm more inclined to think they're selling something more schematic than that--something more like a signifier of comfort food. So you eat more and eat more quickly, hoping somehow to catch up to the original idea of a cheeseburger or French fry as it retreats over the horizon. And so it goes, bite after bite, until you feel not satisfied exactly, but simply, regrettably, full.”

“The fast-food hamburger has been brilliantly engineered to offer a succulent and tasty first bite, a bite that in fact would be impossible to enjoy if the eater could accurately picture the feedlot and slaughterhouse and the workers behind it or knew anything about the 'artificial grill flavor' that made the first bite so convincing. This is a hamburger to hurry through, no question. By comparison, eating a grass-fed burger when you can picture the green pastures in which the animal grazed is a pleasure of another order, not a simple one, to be sure, but one based on knowledge rather than ignorance and gratitude rather than indifference. To eat slowly, then, also means to eat deliberately, in the original sense of the word: 'from freedom' instead of compulsion. ”