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39 pages 1 hour read

Eric Schlosser

Fast Food Nation

Nonfiction | Book | Adult | Published in 2001

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Themes

Corporate Profit Versus Social Responsibility

This is perhaps the most significant theme of Schlosser’s book. In most cases, the actions of fast food corporations examined in the text reveal an industry that maintains a laser focus on its bottom line. The same can be said for the meatpacking industry and produce processing corporations. Government agencies that have the authority to regulate these industries often fail to do so, and Schlosser highlights the ways these large corporations wield their influence on politicians who have been elected to serve the people. Generally, when industry-friendly politicians have been elected, regulatory controls and oversight are softened and become less stringent. This is not a book about campaign finance, but one might see the food industry as portrayed in this text as an example of how corporate influence in government policy can have negative consequences for the rest of the population.

In some ways, there are parallels between the fast food and tobacco industries, in that both intentionally market their product despite knowing the potential for negative consequences to people’s health. In his introduction, Schlosser mentions many alarming statistics that reveal how fast food has intertwined itself with modern American culture. As an example, Schlosser says, “On any given day in the United States about one-quarter of the adult population visits a fast food restaurant” (4). The number is staggering and helps provide context for such devastating public health challenges as the dramatic rise in obesity rates in the 20th century. This phenomenon is not limited to the United States. Schlosser mentions how in China, once that country was targeted by McDonald’s and other American fast food companies, “the proportion of overweight teenagers has roughly tripled in the past decade” (242). While Schlosser does not investigate the causal link between fast food and obesity, the correlation is there, and it is generally recognized that fast food is not good for people’s health. Yet, there are seemingly no limitations to the ways the fast food industry will try to market their products to the population.

A robust social conscience is not what drives the fast food industry or the industries that provide it with meat and produce. In a particularly gruesome chapter in which Schlosser visits a slaughterhouse, it is clear that protecting the bottom-line matters more than the quality of life for those working at the plant. Schlosser mentions how working at a slaughterhouse is the most dangerous job in America, and this is due in large part to the emphasis on production speed. Considering that much of the work done in these facilities is somewhat outdated, and the tools of the trade, such as knives and saws, are also not especially advanced, the pressure created by production quotas puts many in direct jeopardy of injury and even death. Schlosser provides a few examples of the kinds of catastrophic injuries suffered at these plants, and in almost all cases, the injuries did not lead to change. Instead, the large corporations sought to move on as quickly as possible to avoid disruptions to production. The corporations would apply some kind of Band-Aid measure with limited impact on safety to give the appearance of social concern; however, the true root cause—the speed of production—is never adequately addressed. The text explores many instances in which the health and safety of the public at large is not adequately considered by those in the fast food and mass food production industries when compared to profit.

The Effects of Mass Production on Food and Community

As Schlosser points out numerous times in the book, fast food is cheap and affordable. This is part of the industry’s marketing strategy. Keeping the cost of the product down is part of what makes the fast food industry successful. This dynamic has stayed the same whether the economy suffers a recession or a boom. Schlosser spends a good deal of the early portion of the book providing brief biographies of the men he ironically calls “the founding fathers.” Keeping the cost of food low was a priority for Ray Kroc of McDonald’s and Carl Karcher of Carl’s Jr. The appeal of cheap food was built into the systems right from the beginning. As demand for the food increased, innovative food production techniques, many of which were borrowed from the automobile industry, were instituted. The ability to produce massive amounts of food quickly created tremendous growth for the fast food industry. This growth in turn provided significant leverage on pricing for the industries that supplied meat and produce, which in turn created an extreme focus on production in agriculture. The net effect was that the quality of the food diminished, as did the focus on sanitary conditions. Schlosser outlines the ways mass production of food has created ideal conditions for bacteria such as E. coli to thrive and chronicles a few notable widespread outbreaks of the bacteria. He tours a plant in New Jersey where chemists create flavor profiles from compounds that can be added to frozen and processed food. In many cases throughout the book, corporations employ technology that makes food easier to produce; however, at least some portion of it is artificial.

Additionally, the economic system rewards larger agricultural firms at the expense of independent farmers and ranchers. Schlosser notes, “Without receiving a fraction of the public attention given to the northwestern spotted owl, America’s independent cattlemen have truly become an endangered species” (136). The implication here is that a way of life that has been so crucial to American prosperity faces extinction. Schlosser implies that the same fate awaits generational family farming. To remain in the business of farming, independent farmers usually relinquish that independence and instead find careers with big agricultural firms. An entire way of life is therefore threatened, as is the environmental health of locations where mass-processed cattle are fed and slaughtered. Places like Greely, Colorado, stand as an example of how agribusiness has destroyed life in rural areas, creating a physical environment in which residents live with a constant stench. Health consequences follow, and people leave and are replaced with low-skilled laborers who are usually transient and often desperate, thereby changing the original character of the small towns where these slaughterhouses operate.

The Ethics of Marketing to Children

Schlosser devotes an entire chapter to the fast food industry’s successful marketing of its products to children. He explains how the Walt Disney company first targeted children with its marketing strategies. Until Disney began targeting children as consumers, it was not done on a large scale. The method that garnered the most brand recognition for Disney was “synergy,” effectively a multi-media flood of the consumer market. Once brand recognition increased, the strategy was successful. Ray Kroc, the man who purchased McDonald’s from the brothers who originally founded it, borrowed from the Disney approach. For Kroc, creating brand loyalty was of particular value, and he saw the targeting of kids at an early age as a means to accomplish this goal. Kroc once said that “a child who loves our TV commercials […] and brings her grandparents to a McDonald’s gives us two more customers” (41). He recognized this as a powerful consumer force and capitalized on it. As part of its advertising to children, McDonald’s created a new mascot, Ronald McDonald, and also added funhouses and playgrounds to its stores nationwide.

Where the ethical considerations come into play is in the blurry line between marketing to children and exploiting them. McDonald’s and others have infiltrated schools in exchange for the opportunity to sell products to a captive audience—their students. Even more than that, the name Ronald McDonald is ubiquitous in the United States. According to Schlosser, one study concluded that 96 percent of school children knew who Ronald McDonald was. The only fictional character with more brand recognition is Santa Claus (4). Additionally, Schlosser says that “market research has found that children often recognize a brand logo before they can recognize their own name” (43). There is seemingly no letup in the way fast food chains advertise to children, and as a result, there are ever decreasing spaces in which children can be shielded from incessant marketing. Furthermore, as other industries have realized the success that brands like McDonald’s have had in marketing to children, they have followed suit. According to Schlosser, the success of McDonald’s “led many others to aim marketing efforts at kids, turning America’s youngest consumers into a demographic group that is now avidly studied, analyzed, and targeted by the world’s largest corporations” (33). For McDonald’s, this strategy coincides with a growing epidemic of obesity among children. While Schlosser does not get into the health science behind rising obesity rates, how children eat is almost certainly a contributing factor. As it is generally accepted that fast food is not the most nutritious meal out there, one may question the ethics behind targeting children with food that will potentially harm their overall health.

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