Monday, May 19, 2014

end it

Jasmine and I felt so dam cheated. We sat through 22 episodes of prison break and lost some sleep over it. We tried watching whenever we had time, catching even one episode if possible. My friend had given us the episodes. It started well and was gripping enough. Towards the end, all hell broke loose with characters dying left right centre and the plot getting out of control of the writers. It grew too big on them and suddenly they were facing Mount Meru and they wondered what to do. A victim of their own success they avoided simple clichés but then left it abrupt and hanging. In fact after it ended Jasmine and I were googling to know if 22 was indeed the last episode. It was so random.
A story is supposed to end right and this ending is crucial. I think many script writers or story tellers have met their grave in the endings. Even the great harry potter series built up brilliantly well only to end loose. Very few have been able to close it in a way that you see and say – oh shit. Awesome. That’s why you have saccharine  sweet endings. If you don’t know what to cook just make something sweet. When you don’t know what to gift – gift a chocolate. Sweet.
One interesting ending I remember and will probably stay in memory for a long time will be Parinda. The Movie had a great villain with Nana Patekar as Anna. He overshadowed everything in the movie. The two heroes were reduced to mere bystanders. But in the end the evil must end and who will destroy it. The hope was over when he killed the upholder of good (one brother). It was obviously left to the other … but how will the other destroy evil. He has to walk into the lair and be completely unarmed.  That Anna was to be destroyed is a given but poetic justice must be served and that will make or break the movie. It was a class act. Here is the ending, though I wonder if you will appreciate the ending if you haven’t seen the movie.
I remember I was kid when it was released. It made a huge impact. Soon after the release I was roaming around at my cousin’s place in Ghatkopar. We used to go there often. My cousins (they were my uncles) were young and were revered in the area. So being their nephews we were treated very well in the area. But they weren’t too well off. I remember a plan being made in the area to see the movie. The youngest uncle wanted to go. Then when the gang was going I shouted out to him – he told me that he wasn’t going. I asked why, it’s a nice movie. He replied that he wasn’t in the mood. The elder brother heard him and called out to him and then gave him the money to go. I guess it was money stopping him. Next time I met the younger uncle – he had shaved his head to a close crop and was roaming around in kurta pyjama a la Anna. He was completely mesmerized by the movie and the villain. It did not matter that villain died in the end – brutally – a death befitting his evil – but it was Anna all the way.
Endings are crucial. Most of the time it’s not what you do that people remember you by, it’s how you exit or end… that is critical. When it ends there is invariably a void, but a nice ending helps fill the void with better memories.
Take whatever you want from this as a life lesson :) bah.


Thursday, May 15, 2014

explore

This is a ridiculously funny prank to be played on people. Imagine the frustration when you are stuck in a foreign land and you have to go to your room and the elevator starts talking to you and send you to another place altogether. Arggghhh. It’s so bloody irritating.
The last time I was abroad was I went to Sanghai. Luckily I wasn’t diagnosed as lactose intolerant before I went there or else I would have had the worst time of my life. If vegetarian isn’t enough in China being lactose intolerant would have completely killed me.
This was a guided tour along with a conference. We had a day of sightseeing. I normally hate that sightseeing and the whole shepherding in a bus but I also see no option for the organisers. So it’s best to carry on. But I hate the part where the take you to a tourist shopping destination designed to scam the tourist by showing them an “original “ place to buy something exotic. Something like a jade workshop or in this instance a pearl palace. I hate it. I always fight and wonder what the hell is going on. But most others seem to be happy to go and buy some ridiculous junk for their wives or girlfriends. So while the crowd went in, a few happy friends and I went out for a walk in the cold city. We kept roaming pretty aimlessly. I am always a sucker for new culture and new stuff but in china its always difficult to do anything new. We saw a juice bar and went there. There was almost nothing I could make out. So I just pointed out to something interesting that was being made for another customer. Now I don’t remember how I figured it was vegetarian but I finally had it – and it was warm lemon juice with one more interesting additive like a litchi or something. Wow. That was cool. I never knew warm sherbet was this fun.
Travelling anywhere is always a great thing. You have to go outside the confines of your city or routine and visit new places, do new things and learn more. You have to have plenty of exposure to stuff around you. Exposure is the key. You go out, you meet new people, you experience new things. That is life. There is post that’s gone viral on why travelling or having a gap year and seeing the world is a great thing and they give some 17 odd reasons. Hah! Sure. Travel is something jasmine and I discovered is critical for ourselves. At first we would wonder where to go and how to go and what to see. We would wonder and think about the places to go. We would ask someone for helping us make an itinery and places to stay etc. Till once we had to go on our own once. I think the first big one was directly Singapore. I had been there on an official tour and then had vowed to take the family there.
The stress was pretty high. I searched and researched and did a lot of stuff online. I was under severe stress on what to do and where all to go. Plus we had Jasmine’s mom and dad coming along with us. but that was a fun trip and then the next time we planned a vacation to Rajasthan using guide books /internet and some references. Post which we did kumaon and now we were truly hooked on. Searching online for stuff, searching guidebooks and internet for places to go to and places to see and search for undiscovered places or hang out popular tourist spots. We were truly independent. The journey was as interesting or I dare say as important as the destination.
The bug had truly bit us. Then like seasoned travelers we went with a little less research all the time. As in you know what you are going to do and the places you are going to see but you aren’t completely prepared. You are ready to take it on one day at a time. You see and wonder and take calls and think a bit while you are there. You miss a few you spend time at a few. From a fairly fixed route plan you allow for chaos and spontaneity. Then it gets all the more interesting.

Who needs 17 or 18 excuses to travel. You need only one EXPLORE and if that doesn’t excite you – nothing will.

Wednesday, May 14, 2014

the wall

Jispa had her swimming events this weekend. These are almost the finals of the year. They work hard through the year to go to this event. They compete to get in the top six of their events. Jispa’s age group is allowed to choose a max of four events in which they compete. The top six of the event gets to compete in the state meet which is being held at Nashik this year. Jispa is good enough to be selected for the state but she wouldn’t make it beyond that. Being a part of the Mumbai team is in itself an honour and hence this becomes the big event for the year.
Jispa has had a mixed year this time. She had a shoulder injury which threw her training schedule out of gear in December. Post her rehab her coach rejigged her schedule but she did miss out on a couple of seconds which she never did make up. Swimming is a complex sport in that way. You keep pushing and trying and improving strength and technique slowly slowly. You work and shave off your seconds. The events in which you compete also slowly change over the years, unless you are a born breaststroker and you simply go faster than anyone else in that one crazy stroke.
I have always wondered why there are so many events in the swimming championships. Its like having running races, but first you have the normal race, then having a race in which you run backwards, then having a race in which you can only hop, then a race where you can run only with your arms  going up and down like a bird… WTF – why do you need all these styles in swimming, when eth fastest is the free style – period. But hell. Breast stroke is a funny stroke, it takes the leats amount of power to stay afloat but here is where you get naturals and try harders. Some kids just naturally excel in this stroke and they effortlessly just go zoom. Jispa was a dead duck in this stroke. It was her worst stroke. She would excel in the butterfly but go very slow here. She even won a few back stroke medals. In fact at the start we thought she would be winning back stroke medals only. In the individual medley where you have to get all the strokes in the breast stroke we would wonder if had a parachute holding her back when it came to the breaststroke length. But this year dramatically things changed for her in the last one month. Her back stroke deteriorated and her breasts stroke improved. So much so that she flipped her events at the last minute. That was weird.
Coaching is such a technical thing. So many small small minute changes you need to do in your technique and your daily routine so that you keep improving. We are happy that Jispa got a sport that she takes so seriously. But it’s getting increasingly difficult to manage both, but we figure that later. So soming back – its nice to get a sport to push yourself in. But the thing is that he coach is a dork. I mean that he is a sweet simple well meaning guy who doesn’t push his kids too much but he also doesn’t know how to mentally push them. Jispa took part in the 200 m freestyle event and I was wondering what she is doing. She would go slow and fast and I thought she paced herself badly. That was the only event she didn’t qualify in. I spoke to her afterwards. What was she doing. She said she was conserving. Conserving in a 200 m race. These kids swim for 4kms at a  stretch. 200 is still a sprint. You push hard. The I spoke to her.
“You know Jispa what a wall is? You keep swimming faster and faster till you reach a wall. Then to break that wall you need to go really fast and put all your efforts. Now that is a 50 m sprint. You break the wall. If at all you want to conserve in a race like 200 – you keep swimming harder and harder till you reach the wall. You were nowhere near the wall, you were slower than your wall. This was you conserved more than what you needed to. You have to be near the wall at all times. You may choose not to break it before the last 50 but then not being near it is a crime.” Jispa nodded. She admitted that the wall was a little distance away. Then I told her in the IM – stay near the wall. Push yourself to be near wall at all times. Stay there, never the wall be too far from you. After the event she admitted that it was probably a good advice to get.
The wall – I think in all my sports I have always faced the wall.  It is the natural barrier that an athlete has towards his or her performance. He battles the wall every time. Most sports are you versus the wall. How close do you keep yourself to the wall and how much are you ready to risk to break it down. These walls move ahead thanks to practice and hard work and technique. But they will always be there – finally it is the mental edge in that lets you see the wall and break it down / or even simply follow it. In all that we do we must see the wall. The wall is it.
 Now isn’t the coach supposed to give this advice. But the coach is a happy middle class dork. This is something he will never understand. Understanding the psychology of your kids and seeing who can take what kind of advice is something alien to him. Understanding management techniques and having the ability to push the boundaries of his wards is what the coach is about. I guess I will have to be more involved in these things. I stay out of it. I don’t want too much clutter in her brain. I am not so ambitious, but now if she wants to swim on she is going make a lot of sacrifices. Then she needs to go beyond. She needs a mental edge and an ability to push herself. She needs to think clearly. The dork will not be enough. Chalo… more shit that I need to do.
Now listen to this unrelated song.


Tuesday, May 13, 2014

la la LLI

Many years ago I started teaching, I think it was in 2002 as Jispa was born around the time I had my first teaching assignment. That time it was a fun and unique experience. It’s remained as much fun since then. But at the time I did something weird. At the end of the class I sat with each student and spoke to them – one on one. And I explained to them what they were facing in life and what they needed to do to break out… or something like that. That was a crazy thing. That was the first time I realized that I could start talking about people’s life at will. One kid was amazed because what I told her was exactly what her mother used to tell her all the time. I hardly would have taken 7-8 sessions with them but yet I knew quite a lot.
I thought that was a cool party trick where I could at will talk about people’s life and amaze them with how much I can figure. We are probably not as transparent as it may seem. In office as I grow up I normally have to counsel kids and get them to improve and they are amazed with how much I can tell. People have asked me over the years, how is it that I know so much. How can I tell? Some find it creepy and some find it crazy. For me it was a simple logical deduction. I released that I notice much more than the average Joe on a lot of things. I don’t notice this consciously. It’s more on a sub conscious level. It is there in my mind, forming patterns and images. So much is stored and then pulled out at will to create a pattern. Sometimes in office, I catch someone and randomly ask – so what’s bothering you. Didn’t sleep well? Or like the HR chick the other day – I asked her randomly – why did you not pursue your medical studies? She was wondering how I knew she wanted to be a doctor.
These things look creepy to the one on the outside but are completely logical and probabilistic to one on the inside. It’s one connection to another. It’s just that I notice a lot. Then soon I realized that this is a crazy thing to have. Some people will try and suck as much out of you, like a monkey doing tricks and some will get scared. And I also realized that this is only probabilistic. It is not a determinate science. I only build on what I know and what people agree to show me. I can go wrong and horribly so if people mislead me. And that at the end of it, it’s better for my brains to simply stop thinking.
These deductions are crazy and it’s not that I can spot someone gaming me every time, so it’s not something I have amazing gift that I can see through people. It’s only that I can somewhere try and understand your motivations and character and a bit of what defined your life coming till here, there is future I can see. At best I can only help you make a few choices by pointing the right questions…. But again nothing what you don’t know yourself.
I believed that happened because I was good at understanding probabilities and patterns. I live very happy with probabilities. I don’t necessarily need perfectly determined outcomes and plans. Add to that the fact that I have a crazy curious mind. I love to keep poking around and keep asking questions. An almost insatiable appetite for knowing why.
There was another trait which I did not think was related but I realize now is – ADD. Attention deficit disorder. In meetings and in conversations in office I quickly understand what the point the guy is trying to make and I lose the plot. I zone out. I understood the issue and want to move on. This is seen as arrogance. The other guy so many times tries to convince me that he has more to say, but I say yes or no – and say – great got it. This puts people off completely.
Another bad side of this – I just can’t understand how you don’t get it. It’s simple – it’s there on the board to see for all. It’s like staring me in the face, I keep saying – what you guys did not get it yet? This is the pattern / this is the trick / this is the answer / this is how it’s done.
All of this is interconnected and I did not know till I watched a few episodes of prison break. They talk about a condition called LOW LATENT INHIBITION (LLI). While I am nowhere near the crazy genius they show, I did try and research the term. And while I was researching I kept reading about stuff that I thought is exactly what I go through in life.
Latent Inhibition allows you to go through with life without getting insane. You block out repeated stimuli. You don’t notice everything about everything again and again. But with LLI – every time you notice everything about everything and that helps you understand if there has been a small change in stuff around you and you can draw conclusion from it.
“With low latent inhibition, an individual almost treats familiar stimuli in the same manner as they would new stimuli. Think of the details you notice when you see something new for the first time and how it grabs your attention. From those details all kinds of questions may arise in your mind. “What is that, what does it do, why is it there, what does it mean, how can it be utilized” and so on. The more of those questions you are able to figure out or answer, the better your understanding of that stimulus. The better your understanding of that stimulus, the more logical connections you are able to make between that stimulus and others around it. With the use of human memory you are then able to remember which questions you’ve already answered in relation to a particular stimulus, and those answers may then result in more questions. Low latent inhibition will usually result in extremely accurate instincts due to the sheer level of thought, processing and logical connection that has been made previously when faced with a stimulus or multiple stimuli.
So in terms of what we might see, somebody you know who’s generally always worn glasses might approach you having bought a new pair of glasses that look almost exactly the same but for a slightly different logo on the side. You usually wouldn’t notice the change of logo because your brain has almost dismissed the minor details that go with the pair of glasses they wear as ‘unimportant’. It’s your brains way of ensuring that it doesn’t need to constantly process new stimuli that probably won’t have any significance or importance to it. Yes they might wear glasses, but so what? In this example we simply see the glasses then move on.
An example of how somebody with low latent inhibition may see the same scenario could be that they almost instantly notice the smallest changes that seeing the new pair of glasses presents to them via the observation of stimuli, which may then lead to connections being made that people with normal latent inhibition might not make. For example from seeing the new logo, somebody with a low latent inhibition might deduce that their friend had been shopping since the last time they saw them, if they had been shopping they might have also recently received their monthly salary which meant they were able to buy the glasses. Did the friend have some insecurity with the last pair of glasses? If the person with low latent inhibition also knows the surrounding area well (and knows where the stores are that sell new glasses), and they know when the last time they saw their friend wearing his old glasses was (2 days ago), they might be able to work out the exact locations their friend will have been to, and depending upon which food their friend likes, where their friend might have eaten, and depending upon what their friends interests are, which other stores they might have been to after having been paid and what kind of things they might have bought…all from a small change of logo on a pair of glasses.”
So it very aptly explains what I go through in life. It’s funny.
Here is another accurate description of what goes on in my mind
“You notice more, hear more, smell more and feel more through tactile contact. Without any conscious effort, your mind is in possession of a broader intake of information.
Upon encountering any form of stimulus (that interests you), your mind automatically dismantles and explores its components.
You usually see through the lies and the deceptions that people use in everyday life.
When learning, you can often make instantaneous changes.
Self-correction is easy because the underlying principle is more evident. Clearer.
You make connections and associations between seemingly unrelated material.
Comprehension is typically easy. You notice the non-verbal background information and this often provides a more comprehensive picture than what is being spoken.
There are exponential leaps of insight taking place all the time, with the background reasoning intact. Wave-upon-wave of permutations, options, variables and choices.
Creativity is a given. You see alternatives.
You notice things that other people miss.
There is no talking voice in your head. No 'chattering monkey'. The volume and complexity of the information drowns out conscious thought entirely.
Verbalising what takes place in your mind is impossible. Words render only a fraction of the entirety.
You see the world more thoroughly.
Listening to other people talking/thinking aloud can be infuriating. They are at point A when you have reached point N already.
Learning is not limited to defined periods of academic study. The assimilation of information is constant, ongoing and never static. There are no lulls or pauses. Everything offers a lesson.
Within the maelstrom of information there exists a place of calm and quietude. The eye of the storm. No verbalisation exists. No internal narrative. Just presence. No sense of self to intrude of interrupt.
Cons-
Education is awkward. Schools are not set-up to cater with this disorder. The way in which things are approached by schools seems piecemeal and incomplete.
It is difficult to write/type/speak quickly enough to articulate ideas and the breadth of the permutations involved.
Tact is necessary. People lie constantly.
LLI makes driving a car difficult. Your brain notices countless dangers and variables, and you become overwhelmed and nervous.
Hypervigilance can lead to anxiety.
Illusions are not very effective. You see through things without wanting to. Conventions and traditions have no significance.
You do not value what other people value.
Filtering out the variables and honing your options to something workable can be very difficult. Every solution potentially harbours new problems, new variables and new concerns.
People may find you to be a little odd, unorthodox or a little intense.
You have a habit of saying things that do not fit the accepted norm of behaviour. You often choose to disregard conventions because they serve no constructive purpose.
Background noise is a major problem. Noisy neighbours can cause serious stress.
Noticing things does not mean that you understand them. If anything, the abundance of what might be known lessens the desire to accumulate widespread knowledge.”

It seems that if you have LLI and a low IQ you are likely go crazy. But a higher IQ leads to creativity. And I think that’s the reason I am seen as far more creative than the average Joe.

Reading this has made me far happier about myself. In the middle I was wondering what is it that I have. Why do I see patterns that others don’t, what the hell is going on? Am I crazy or is the world DUH? It is very frustrating. Now I see it as a simple mental construct that is different from another.


And also I am happy with what my initial response was – just don’t think so much about what you are thinking. Thoughts will keep coming, just chill out and don’t give them too much importance. So more than anything else – this has helped me in some way deal with the frustration around me. Hopefully it will make me calmer and less irritable. Less moody. Less volatile. Tough shit.

Monday, May 05, 2014

its fun to have a little bit of issue in your life

A couple of weeks back when I entered the building, the lights had gone out. But the generator was working and hence the lifts were working. I got in and I saw that a foreigner was also in the life with me. On my floor, of the four flats, two were self-occupied and the other two were on rent. Jasmine and I are hardly there at home most of the time to even socialize with too many people in building. But we had noticed that one of the flats had a foreigner staying. We greeted each other in the lift and she asked if the lights were out. I said ya, but I guess they will be back. She was wondering if this was a regular affair and if these cuts last long. I explained that these are rare and are normally resolved fast. We kept on talking and then on our floor, I spoke to Jasmine and Jasmine lent her a candle and a match box to keep handy. We then called her over for dinner and …. We were friends.
We have been hanging out whenever she and us are free. We have been exchanging notes, cultures and various points of information. I have been explaining our history and she has been explaining hers. We chat and exchange recipes. That’s what Jasmine and I believe in completely. The more you meet people from other cultures, you share information and you share values, you only get richer. You must have an endless curiosity and if you are lucky you get response from that end as well. Andy is perfect in that sense. She is patient and loves to answer and ask questions. We learnt so much about her life in France and London. Jispa gets exposed to so much more than only Indian culture. Yesterday thanks to her I relived my marriage, my college and a lot of my childhood. Thanks to that Jispa relived it as well. There is so much inside of us that sometimes is lost or left inside just for the want of the right question.
I have never understood why we opposed marriages and unions across caste and language lines. We always were believed that the same will lead to a dilution of our own values and beliefs that we hold so close to our heart. I just don’t understand that. Jasmine is a kutchi. That is as close to a gujju like as can be while being different. Still I love the fact that she is different. Her traditions and customs are different and I try to understand her traditional food and how it is different from ours. My sense is that since they come from a harsher climate than mine they tend be different in a sparse sense as compared to the gujju food.
Of course while you are looking at the food, it is important to make the distinction between food that is traditional and food that is thanks to living in the city. One thing I have always maintained is that we are losing texture in the food we eat. Everything is down to the lowest possibly squichy food. We make everything soft and easy to swallow. Possibly a  fast urban lifestyle does not give us enough time to chew, possibly because when we are eating e are generally talking to other people and that gives us limited time to chew or possibly we just gotten lazy. But food is losing all granularity and texture. Look at the most popular foods we have – idli, dosa, pasta, margehita pizza, pav bhaji, burger, panner and roomali roti. Nothing is worth chewing it must be soft and smashed. Yesterday Andy made us dinner. She was wondering what to give us as I have a unique constraint – I am vegan. The vegetarian is the easy bit but not having cheese or butter is the crazy bit. I have been doing a fair amount of thinking on this. Lactose intolerant is a human trait and so how is it that we survived with this gene if we ate so much lactose. My theory is that lactose in our diets came about only recently. If you look at the recipes that grand mom made; the regular everyday recipes, not the special day recipes; they would largely be lactose free. So when Andy was thinking I told her to think of stuff that her grand mom made for her on an everyday basis. She did realize that cheese, which is an integral part of French cuisine today was not so much in her grandmom’s cuisine. And she made the most basic of deserts for us. The desert was la tarte aux pommes. – apple tart. No need of cheese, milk or butter. That was the boring everyday tart that they grew up on.
She made us some spaghetti with pesto sauce. Her sauce was crunchy, which was a far cry from the creamy one we eat at the restaurants in Mumbai. And then I asked her about the spaghetti – it was less soft than the ones we had. We would simply boil it till they are soft like a jelly. She says she learnt it form her mom and Italian friends. In fact it would be harder. There – the fast food nation had adopted and way to add cheese/ butter and make the food soft.
This lactose intolerance is a boon in some ways. I now look at food in a way I have never ever seen it. I have to watch everything I eat and that has led me to new thinking. I was never that interested in food or its origins or its history. Now I am trying to consume (no pun intended) as much as I can about it. Food interesting tells us as much about human behavior as anything else.
Just some excerpts from stuff I saw online – don’t believe anything completely but – here is something I found that kind of works with my claim that dairy is a modern day intervention that is not necessarily good for you.
“When it comes to dairy and the Paleo diet, some debates pop-up and dairy definitely is in a grey zone.In the strict Paleo sense, dairy of any form was not consumed in the paleolithic era, other than human milk in infancy of course. It just wasn’t very practical to milk wild game. The mere fact that something wasn’t  consumed during the paleolithic era doesn’t make it bad, but experience as shown us that it’s unfortunatly often the case. Dairy is no exception.”
but also do bear in mind –
The Paleolithic diet is a modern nutritional plan based on the presumed diet of Paleolithic humans. It is based on several controversial premises, the most important of which are: first, that human genetics have scarcely changed since the dawn of agriculture, which marked the end of the Paleolithic era, around 15,000 years ago; second, that modern humans are adapted to the diet or diets of the Paleolithic period; and third, that it is possible for modern science to discern what such diets consisted of.
and I have maintained that we now have more of buffalo and cow milk but I do remember stories of Goat milk being had by families. That’s why even vegetarians had goats in their houses. Read this –
There are other alternatives: take goat's milk, for example. Patients with diarrhea, asthma, bloating and irritability may be suffering from the most common food allergy: cow's milk. Goat's milk is a natural alternative to cow milk and can comfortably be consumed by many patients who suffer from cow milk allergies or sensitivity.
Although goat milk, like cow's milk and human milk, contains lactose, many people with lactose intolerance can drink goat milk. Why? It has been hypothesized that the reason lies in goat milk's superior digestibility. Goat milk is more completely and easily absorbed than cow's milk, leaving less undigested residue behind in the colon to quite literally ferment and cause the uncomfortable symptoms of lactose intolerance.
It may also be that the patient is not lactose intolerant at all, but instead is one of the 1-in-10 people who are allergic to the major protein of cow's milk ... alpha S1 casein protein. The symptoms are almost identical to those of lactose intolerance. Both goat milk and human milk lack this offending protein.
The digestibility of goat milk can be attributed to its casein curd, which is both softer and smaller than that produced by bovine milk. The smaller and softer the curd, the more easily accepted by the human digestive system.
Of course – there is no absolute truth in anything. There are only theories and counter theories. But it’s nice to know a little more about something I previously never did bother too much about. Fun its is. So yes – problems in life are also fun. It’s what you make out of it :)
And yes – some more fun on cheese… this is from the book – Salt Sugar Fat: How the Food Giants Hooked Us.  The following is an extract from a book summary I read online.
Our story begins in the 1930’s when the United States government first began subsidizing the country’s dairy industry (loc. 3049). This it did because the government felt that the dairy industry was “vital to the nation’s health” (loc. 3049). The specifics of this subsidization program were that the government would set price supports on dairy products, and also buy up any excess dairy products that the producers were unable to sell on the market (loc. 3051). As Moss explains, “the dairies didn’t have to bother with the normal commercial concerns in selling food. They didn’t have to mess… with any of the marketing tactics deployed by food manufacturers to boost consumption. The government simply bought as much as the dairies could make” (loc. 3053).
Now, in the 1950’s, milk was beginning to be seen as a fatty product (loc. 3032). And with this realization, milk sales began to suffer (loc. 3036). What’s more, those who did continue to buy milk were increasingly switching to the low fat varieties (2%, 1%, and even skim) (loc. 3033). The stripping of milk-fat from whole milk was leaving the milk producers with a whole lot of excess milkfat. This wasn’t such a big problem for the milk producers, though, because they were able to use the excess milkfat to make cheese, which was also protected under the government subsidy (loc. 3053-59).
This was a problem for the government, though, because they suddenly found themselves buying up more cheese than they knew what to do with. As Moss explains, “these government purchases hummed along rather quietly until 1981… By that point, there were so many operators sending so much excess milk and milkfat to cheese makers that the government was buying more cheese than it could ever give away. This cheese, along with surplus butter and dried milk, accumulated into a stack that weighed 1.9 billion pounds, and it cost taxpayers $4 billion a year… The storage fees alone were running upwards of $1 million a day. It grew so large, in fact, that the government began secreting it away in caverns and a vast, abandoned limestone mine near Kansas City” (loc. 3064).
The End of the Dairy Subsidies, and the Beginning of the Dairy Marketing Campaign
The mountain of milkfat continued to grow until the early 1980’s, which is when Ronald Regan came to power. Regan, of course, was not such a fan of government subsidies, and so the program was axed (loc. 3077). Nevertheless, the Regan administration was concerned about how this move would affect the dairy producers. So, in lieu of continuing subsidies, the government set up a program to help sell all the excess cheese. Specifically, the government required all dairy producers to chip in a certain amount to a new fund that would be used to market and advertise cheese to Americans (loc. 3086). As Moss explains, “under [the] plan, the government allowed a special assessment to be levied on every milk producer in the country, with the money to be spent on marketing schemes that were aimed at making milk and cheese more alluring” (loc. 3085).

And guess what? It worked! Not only did Americans start buying more cheese, they also warmed to products that featured cheese among their ingredients (loc. 3139-66). And as they did, their consumption of cheese went up and up. As the author notes, “where Americans, on average, were eating 11 pounds of cheese a year in 1970, they were up to 18 pounds in 1980, 25 pounds by 1990, 30 pounds in 2000, and 33 pounds by 2007, when the rates dipped in the recession before resuming their surge” (loc. 3186).