For mythology, just add milk

November 15, 2009

I went shopping (in Whole Foods in Kensington) and I bought some milk, and some earnestly packaged cereal.

Whole Earth cereal prides itself on being organic, ethical- implying healthy living and a sense of wellness. Where Kellogg’s cereals are explosive, multicoloured, and playful affairs, Whole Earth suggests a rarified breakfast made of natural products. The packaging isn’t garish. Instead, the solemnity of farming procedures is countered with animated adjectives like ‘crispy’ and ‘crunchy’. There is no distance between your witnessing the natural state of the corn in the packaging to it arriving in your bowl. The arrow pointing towards the corn is very important- with Kellogg’s cereals, there is no way of telling whether the corn involved is corn at all. Instead of blindly consuming ‘pseudo-corn’, Whole Earth invites the consumer to replicate the thoughts and feelings of the farmer as he surveys his crops: there is a direct connection between consumer and the product, a sensuous pride in your harvesting the supermarket shelves efficiently. It suggests that luxury is experienced by a return to a hearty, rustic, existence like the dignity of serfdom.

Whole Earth cereals are free from the burning sensation that we associate with gluten. Instead of being abrasive and sugar coated, Whole Earth cereals ease you into your morning- a breakfast show hosted by Terry Wogan rather than the Chris Moyles employed by Kellogg’s. Instead of dulling your brains or mutilating your senses with E numbers, the implication here is that Whole Earth cereals are exclusively fibrous. They will help your metabolism, instilling an order in your body, rather than declaring war on your colon. We imagine imperfect, natural, rough qualties coarsing through us. We congratulate ourselves for having made ‘the right choice’.

Ultimately, natural sense data is only afforded to the consumer if you have the money to pay for it. Health- and 4 grams worth of fibre- is for the rich, emulsifiers are for the poor and ugly.


6 Responses to “For mythology, just add milk”

  1. SkinnyBitch Says:

    Favorite post.Ever.I hope you get much gratification from such and acclamation.

  2. SkinnyBitch Says:

    typos that I cannot fix make me angrylike "hahaha unintentional rhyme cool; but oh wait, typo, fail."

  3. Kate Says:

    Ha ha like it

  4. Pasco Says:

    Oh oh oh! Please do!

  5. plentymorefishoutofwater Says:

    Great post. Great observations. I'll be back.Check out my dating disasters if you get a minute:

  6. laelivelove Says:

    hah great article.. i wonder how they taste!.to add videos.. go on youtube and take the embedded code. then put it in ur post.. šŸ™‚

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