I’ve hit upon an idea to save Greece from its financial crisis. Well, maybe not complete salvation, but hear me out.
The Greeks say they’re chafing under the austerity that has been imposed on them. Seems to me that what would help is some new revenue.
To accomplish that, Greece should charge a licensing fee to every yogurt company that uses the word “Greek” to describe their product. The euros would be rolling in, because Greek yogurt is selling like mad these days.
Greek yogurt now accounts for more than 50 percent of the yogurt market in the United States. Often, it is the only style of yogurt I see in the store. You know what I’m talking about, don’t you.
According to the most recent figures I could find, Fage, which as far as I can tell makes almost exclusively Greek-style yogurt, has nearly $575 million in annual sales. For Dannon (aka Danone), their Oikos brand of Greek yogurt was in the top 3 in terms of contribution to growth, with a reported €11 billion in annual sales of dairy products and “several years of robust growth [in the U.S.] powered by the Greek yogurt segment.”
Anyway, with all this marketing of Greek this and Greek that, it seems to me that poor little Greece should be benefiting. I’d be willing to add a penny to the price of yogurt if it would put a little cash in Greece’s pocket.
Royalties as a percentage of sales is extremely common under intellectual properly law. In fact, the royalty rates customarily go up as sales increase–and we know sales of Greek yogurt are increasing. I say we start at 5% and go from there. It may not be the whole solution, but it couldn’t hurt.
I must confess that I don’t actually buy that much yogurt with the word “Greek” on the label. My favorite brand of strained yogurt is the Icelandic-style Siggi’s.
But I’m not opposed to sending a few pennies to Iceland either.
“Try cutting wheat out of your diet,” the nutritionist said.
I was sitting his office as he proposed some dietary changes. His desk was cluttered, more like that of a college professor than a medical professional. He even had the shaggy, graying beard.
He explained to me that some people have difficulty digesting wheat gluten. Back in the mid-80’s, I had some vague and undiagnosed ailments and my mom thought this guy could help.
Up to that point I had, quite literally, never contemplated that wheat was anything but a good thing. I ate Wheaties for breakfast, sandwiches for lunch, and pasta for dinner. Cutting wheat out entirely was going to be tricky.
After leaving his office, my mom took me out to lunch. I wanted a sandwich but clearly, under these new circumstances, bread would pose a problem.
“I’m not supposed to eat wheat,” I explained to the guy at the counter, hoping he’d suggest some alternatives.
“Try the rye bread,” he said. “It’s mostly white flour.”
I was flustered. Did he think that when I said ‘wheat’ I meant ‘whole wheat’? Did he not know that white flour is also made from wheat? This was just the first of many misunderstandings, miscalculations, and misinterpretations that I would experience in my attempt to lead a wheat-free life.
Fast forward to today, where being wheat-free and gluten-free is so trendy that, according to a recent radio piece, restaurants are creating specialized menus for this “new” diet. Grocery stores have aisles stocked with wheat- and/or gluten-free products. In addition, people following the “paleo” diet are also shunning the grain. Wheat skepticism has reached critical mass and, unlike 25 years ago, the wheat-free choices abound.
Just to be clear, I don’t have celiac disease, which is a recognized autoimmune reaction to gluten. I can eat wheat in small amounts on occasion, and oats and other gluten grains don’t bother me. According to an article in Slate, there is a spectrum of wheat-related ailments, the others being wheat allergy and gluten intolerance. Wheat allergy can be diagnosed clinically, but gluten intolerance is more of a syndrome than a disease. Which is not to say that it’s imaginary. There are many syndromes, such as irritable bowel syndrome or Sjögren’s syndrome, that are very real to the sufferers even if little is known about them medically.
While eating food that is wheat- or gluten-free is not for everybody, my feeling is that there is no downside. Unlike diet trends such as the low-carb fad, where people have avoided fruits and vegetables to the detriment of their overall health, avoiding wheat has no adverse consequences. For me, I have much more energy, fewer digestive and allergy problems, and feel generally more healthy.
If anything, my experience has heightened my awareness of how pervasive wheat is in our diets.
- Breakfast? Muffins! Bagels!
- Lunch? Sandwiches!
- Dinner? Unlimited bread basket!
- Dessert? Cookies! Cake!
Which leads me to ask, must everything be served with bread? The answer is no, and here’s why.
One of the greatest events in human civilization was the domestication of grains. According to Jared Diamond’s Pulitzer Prize-winning Guns, Germs, and Steel, wheat was cultivated as early as 8500 B.C., a result of efforts to simply stay nourished. “People seek to maximize their return of calories, protein, or other specific food categories,” Diamond says, by eating food produced “…in the least time with the least effort.” Gardening, and later farming, probably began as a way to “provide a reliable reserve larder as insurance in case wild food supplies failed.”
Over time, this provided a plentiful and dependable source of calories, and many societies switched from being hunters and gatherers to being settled farmers. As a result, these domesticated foods such as bread and wine became part of our culture. We have internalized culturally the significance of bread even as we have surpassed the nutritional need for it.
Today, calories are cheap. A soda can provide more calories than our ancestors ate in a day. Supplementing our diet with grain-based calories is no longer a necessity. And when something ceases to be necessary, it must seriously be considered for reduction or elimination from our lives.
So, to a greater or lesser degree, I have cut wheat out of my diet. And while there may be times when I feel culturally obligated to eat some (pizza anyone?), I have embraced this essentially wheatless diet, and I have no regrets.