Michael Pollan continues in his theme “what to eat” in his latest book, suggesting, in part, that much of what we eat isn’t really food at all, but “food-like substances” of which the louder the health claim associated with it, the more wary we should be as to its actual healthiness.

It's the one recommendation in almost every diet plan, every guide to nutrition, every fitness book. But as much as it's preached, most people still don't eat enough fruits and vegetables every day.

Let’s face it. America’s health consciousness has catapulted during the last five years. Foods low in fat, sugar, and carbohydrates, have topped the must-buy charts. Gyms and fitness clubs have sprung up. More and more Americans at the rate of 10% per year are booking spas and massage parlors.

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