WEBVTT

00:00:17.000 --> 00:00:18.680
Commentary: Why are fish sticks polygonal?

00:00:22.000 --> 00:00:29.560
These little blocks can be mass produced, are easy to transport, fit into our mouth, and because
they don\'t look anything like fish, they\'re popular among people who don\'t usually eat fish.

00:00:38.000 --> 00:00:39.360
Fish sticks are designer products.

00:01:20.000 --> 00:01:27.240
Commentary: Nature provides us with a wide variety of plentiful food. Sweet fruits, vegetables
packed with vitamins, nourishing milk and fortifying meat are all there for us to take.

00:01:33.000 --> 00:01:37.160
But that\'s just not enough. On their own, a peach, a
tomato or a raw egg aren\'t satisfying. We want more.

00:01:58.000 --> 00:02:06.000
More than 1000 times each year, before each and every meal, we deliberately chop, slice, cook, whip or mix
what nature has given us. Man\'s desire to design food is what makes us different from all other living beings.

00:02:24.000 --> 00:02:26.281
We\'ve all been food designers
for thousands of years now.

00:02:30.000 --> 00:02:37.480
Stephane Bureaux: As a designer, you must produce uniqueness. We aren\'t there to copy something
that already exists. If it were, we\'d have the wrong job. We\'re condemned to take new paths.

00:02:46.000 --> 00:02:52.520
Hervé This: We eat the dish and not just the food, we don\'t eat proteins, lipids and
carbohydrates, we don\'t eat dried noodles, we eat a dish that\'s been assembled.

00:02:55.000 --> 00:03:03.000
Werner Mlodzianowski: You could say that we\'re satisfied with the products we had in the 70s and 80s, but
competition is extremely tough. So there\'s pressure to innovate. New things must come out on the market constantly.

00:03:26.000 --> 00:03:34.000
Frank Förster: We want to develop stylish products for adults again. Because we\'ve noticed how such products have increasingly tended to be for the children\'s market, and we\'ve noticed that there\'s a great deal of market potential there.
What we do now is workclosely with the marketing department, marketing takes a look at where there are still white spots on the map, and we developers, together with the marketing department, think about how we can satisfy these demands.

00:04:06.000 --> 00:04:14.000
And then we said that we need a special shape for adults. And when you look at the Magnum, for one thing, Magnum\'s a large
portion, that\'s where the name Magnum comes from. And this elegant shape, but you can also see that it\'s a healthy portion.

00:04:35.000 --> 00:04:38.120
Commentary: Each year 10,000 new food
products are put on the market in Europe.

00:04:42.000 --> 00:04:45.600
At the development departments of food companies,
work on innovative products never stops.

00:04:48.000 --> 00:04:56.000
Christina Jakobsen: We always start with the consumer. We call the consumer our real boss. And we go to the consumer and ask, what are your needs, what are your dreams and what are your wishes. Then we go back to
the research and development center and generate ideas aroundthis wish, that might be a wish for a product that can easily be shared or easily can be opened or reclosed or a product that simply makes you laugh.

00:05:19.000 --> 00:05:20.240
N.N.: A little farther forward.

00:05:24.000 --> 00:05:25.000
OK.

00:05:27.000 --> 00:05:34.160
Commentary: Christina Jakobsen and her coworkers invent chocolate and candy products. With
the aid of a camera and computer they try to satisfy the wishes and desires of consumers.

00:05:37.000 --> 00:05:45.000
Christina Jakobsen: We all know the best way to communicate anything is through pictures, therefore we visualize our ideas in this image lab. The visualization process often starts with the picture.
The work is here being briefed on which idea we are looking for, what are the important features and then they take a photoshop of a similar product and start changing this picture on the computer.

00:06:04.000 --> 00:06:10.600
They might change the colors, they might make it a bit wider, a bit smaller, a bit
bigger to finally come up with the idea that we want to take back to the consumer.

00:06:19.000 --> 00:06:27.000
Commentary: Then, selected test eaters are sent the virtual candies over the Internet and choose the ones
they like best. On the basis of pictures these test consumers decide whether a creation lives or dies.

00:06:34.000 --> 00:06:42.000
Christina Jakobsen: When the consumer sits and judges these images they have no idea what they will taste
like, so they are only being asked about the image of it and then they imagine what it would taste like.

00:06:49.000 --> 00:06:53.360
But the actual taste is yet to be developed and that
would then be a second step in this food design project.

00:07:03.000 --> 00:07:09.080
Commentary: After innumerable meetings, tastings, adaptations, calculations
and discussions, the new food product finally ends up on supermarket shelves.

00:07:15.000 --> 00:07:21.480
It takes six months to develop a new taste and two years for a new shape. Still,
only one out of 20 new food products lasts on the market for more than two years.

00:07:34.000 --> 00:07:37.720
Consumer behavior is studied scientifically at
the Technology Transfer Center in Bremerhaven.

00:08:03.000 --> 00:08:11.000
The test food they receive isn\'t identified, and each sample has a three-digit code. The tester is given the sample, the booth\'s closed up, and the test
eater can then evaluate the sample according to appearance, taste, smell and overall impression without the distraction of any environmental influences.

00:08:42.000 --> 00:08:50.000
What we do here at the lab is collect data, we take a random sample, let\'s say of the Germans\' taste. And this random sample is evaluated statistically,
so you could say that we determine the average taste through statistics. The food designer then uses this as a basis for developing a successful product.

00:09:14.000 --> 00:09:22.000
We\'re now in the age of the Internet, robots, and... You could ask why we still use humans, because humans, of course, register completely different characteristics when testing a food product, they don\'t only register
the objective parameters, the physical or chemical characteristics, they can also sense the emotion that a certain food evokes. A machine isn\'t able to do that, because it\'s so difficult to analyze that directly.

00:10:10.000 --> 00:10:12.160
Commentary: Foods are supposed
to appeal to our senses.

00:10:30.000 --> 00:10:36.080
Normally, we know whether we\'ll like a food or not as soon as we see it. We
can guess the taste from its color. Is it red and sweet or black and bitter?

00:10:43.000 --> 00:10:51.000
Werner Mlodzianowski: Red foods are normally accepted, they\'re all popular, such as cherries, strawberries and red meat. Black foods make people think of decay and death,
so they have negative associations. In other words, the psychology of color plays an extremely important role, both in the evaluation and when foods are purchased.

00:11:20.000 --> 00:11:28.000
Gisla Gniech: There have even been experiments, and we\'ve performed them ourselves at the university, where we colored foods, for instance we colored potatoes black, cauliflower green and asparagus red, and nobody ate
them, although the taste, and we made sure of that, was the same. But they still didn\'t eat it because their associations with the taste were completely different than what the particular food was supposed to taste like.

00:12:06.000 --> 00:12:14.000
I\'m pretty sure that the food industry makes use of psychology to design their products in the best way possible, and when they\'re designed in the best way
possible they sell better. Since they want the best for us, it\'s our money, they want the best for us, of course they have to give us something in return.

00:12:40.000 --> 00:12:48.000
Commentary: Foods are colored to make them more appetizing. In England long ago, Cheddar cheese was colored with carrot juice to make people think it contained more fat and therefore its flavor was more intense.
We think that yellow butter and colored orange juice taste better. And after years of eating yellow vanilla ice cream, some European consumers are surprised when they find out that vanilla is actually black.

00:13:22.000 --> 00:13:30.000
Gisla Gniech: From the fruits that are available, we know that red fruits are the sweetest. They\'re sweet and
juicy and make us expect the greatest amount of pleasure, so we associate this pleasure with other products.

00:13:58.000 --> 00:14:06.000
Commentary: So it\'s no surprise that most consumers, according to surveys, go for red Gummi bears most often. Manufacturers have reacted to this proven
preference by putting twice as many red bears in packages as white, yellow, orange or green ones. Red Gummi bears definitely represent the vast majority.

00:14:24.000 --> 00:14:29.640
The nose is even more important than the eye. We can smell the freshness
and ripeness of foods, and if they\'re going bad. Werner Mlodzianowski

00:14:59.000 --> 00:15:03.080
Heinz Hanner: We\'re looking for the optimum mixture
to create the Vienna Woods scent in the summertime.

00:15:17.000 --> 00:15:18.000
Maybe a little of this.

00:15:29.000 --> 00:15:33.880
Now it has a pleasant forest note with slight floral nuances,
almost a little sweet, so it makes us think of summer. Nice.

00:15:42.000 --> 00:15:49.760
Commentary: Scents can be either seductive or repulsive. In fact, we taste with our noses. Our
tongue and palate can sense only four tastes: sweet, sour, salty and bitter. The nose does the rest.

00:16:03.000 --> 00:16:11.000
Werner Mlodzianowski: This machine is used to analyze flavors, or scents to be more precise. The chemist, who\'s sitting
on the other side of the room, has a profile on his computer, showing the taste, or the scent of a certain kind of food.

00:16:18.000 --> 00:16:24.000
I smell this material at what we call the sniffing port and describe my
impression of the scent, which, for example, can be lemon, peach or excrement.

00:16:33.000 --> 00:16:39.040
And then at the end of this analysis we have a complete spectrum of the scents
detected and noted by a human. In other words, we\'ve analyzed the taste.

00:16:47.000 --> 00:16:50.080
Commentary: But what does that mean for
the development of food in the future?

00:16:52.000 --> 00:17:00.000
Marc Bretillot: By using taste or smell organs, we\'ll soon be able to produce things on the basis of computer data. That can already be done with
smells, by the way. Almost all smells can be synthesized and imitated artificially. That\'ll definitely become widespread, though maybe not right away.

00:17:16.000 --> 00:17:23.560
N.N.: OK, here we\'re making a Sweet World with a smoked chocolate cake. And we decorate it with
orange segments. (17:25) Then we fill the balloon with smoke. (17:34) And then put the top on.

00:18:02.000 --> 00:18:04.920
Commentary: Our ears also help us decide
whether we like something or not.

00:18:11.000 --> 00:18:15.360
Cornflakes or potato chips taste especially good to us
when we bite down on them and they make a loud crunch.

00:18:21.000 --> 00:18:24.280
We would immediately reject a quiet chip.
Our ears tell us that it\'s old and soft.

00:18:52.000 --> 00:19:00.000
Sound designer Friedrich Blutner found out that 60 percent of a sausage\'s taste depends on the noise it
makes. Even when our eyes are closed we can, on the basis of the sound alone, tell warm and cold beer apart.

00:19:11.000 --> 00:19:14.480
Friedrich Blutner and his employees perform
research on the sounds created when we eat.

00:19:25.000 --> 00:19:33.000
Friedrich Blutner: When you bite into a piece of zwieback it makes a certain sound, it\'s extremely crispy and crunchy with fresh zwieback, loud, distinctive, and as you chew it up the sound becomes warmer, softer,
more pleasant, and eventually you can just barely hear it, and you swallow, in other words, the acoustic characteristics indicate the progress of the chewing process, and then the cycle starts all over again.

00:20:29.000 --> 00:20:35.800
Commentary: Chewing resembles a symphony. The sounds humans and animals make while
chewing provide information about whether and how much they like the taste of something.

00:20:39.000 --> 00:20:47.000
Friedrich Blutner: When you observe an animal eat, you notice that, after a certain amount of time, it takes on a rhythm, how its chewing becomes regular, how the
animal becomes calmer, and how individual cycles stand out. And it seems that this is pleasurable for the animal. That\'s an extremely important observation for us.

00:21:10.000 --> 00:21:15.400
Commentary: Blutner has discovered that the sound tells us whether
we\'ve chewed a food long enough, and that it\'s ready to be swallowed.

00:21:36.000 --> 00:21:39.280
Blutner uses these and other results from
his work to create new sounds for foods.

00:21:43.000 --> 00:21:51.000
Friedrich Blutner: My experiment involves altering certain nuances of the sound in such a way that particularly distinctive sensory effects are created. And after I\'ve managed to create
these target sounds, then comes the next step, which is the most difficult. This involves creating these target sounds by modifying the technical process parameters during production.

00:22:08.000 --> 00:22:16.000
For example, the sound a cookie makes can be influenced by its dimensions, a thick cookie sounds different than a thin one. Another parameter is the cookie\'s ingredients. The more sugar
it contains, the crunchier it sounds. And then the baking processplays a role too, high heat makes the sound completely differently than when the cookie\'s baked at a lower temperature.

00:22:49.000 --> 00:22:55.120
Commentary: As consumers we want to hear that our food is fresh and nutritious.
But our ears are not the only organs that can analyze the quality of food.

00:23:04.000 --> 00:23:08.240
Our mouth is equipped with the perfect sense of taste
for analyzing the consistency and firmness of foods.

00:23:13.000 --> 00:23:15.920
Werner Mlodzianowski: OK, this bar of
chocolate broke at about 38 newtons.

00:23:22.000 --> 00:23:30.000
Commentary: The consistency of various foods can be optimized with the aid of machines like the texture
analyzer and the farinograph. We can feel instinctively whether a food is ripe or not, fresh or rotten.

00:23:47.000 --> 00:23:55.000
If a certain food doesn\'t satisfy our expectations in terms of consistency, we\'re disgusted and spit it
out. Our tongue\'s sense of taste makes the final check as to whether we should swallow something or not.

00:24:34.000 --> 00:24:40.960
Sixty percent of what we taste while eating involves the consistency. The greater the
variety of consistencies in our mouth at the same time, the better a certain food tastes.

00:24:51.000 --> 00:24:59.000
Gisla Gniech: The surface of the human body is covered with a large number of tiny pressure, pain and
temperature sensors, but the majority are located at the ends of the digestive tract and on the sex organs.

00:25:08.000 --> 00:25:16.000
As the opening through which food is taken in, the mouth is on the front line of dealing with and processing consistency. And during this processing, whether
we suck on or bite or chew something, a wide range of pleasurable sensations are transmitted tothe body, and they are more important than the taste itself.

00:25:49.000 --> 00:25:57.000
Commentary: Variation in the degree of firmness is the secret of many candies\' success, whether they\'re covered with chopped nuts or
chocolate, and have a creamy filling or a crunchy hazelnut center. Some candies have up to five different consistencies in a single bite.

00:26:08.000 --> 00:26:13.480
Werner Mlodzianowski: The food industry tries to combine solid and
liquid in a single product so that it\'s attractive and holds its shape.

00:26:27.000 --> 00:26:35.000
Liquid drops, for example, which make use of a process or recipe most commonly found in molecular gastronomy.
They\'re nothing more than a liquid or liquidized food that\'s given a spherical shape and encapsulated in calcium.

00:26:58.000 --> 00:27:04.600
Restaurant Hanner/ Mayrling: I have here raw carrot, boiled carrot, carrot that\'s
been boiled and pureed, carrot foam, carrot jelly, carrot brittle and carrot caviar.

00:28:20.000 --> 00:28:28.000
Gisla Gniech: I\'m sure you\'ve heard the story about the woman who went to the welfare office and said she needed dentures
because her teeth were rotten and she couldn\'t eat anything. The welfare office authorized seven euros for a blender.

00:28:35.000 --> 00:28:38.920
In other words, everything she ate was chopped up,
so she lost the pleasure of biting and chewing.

00:28:44.000 --> 00:28:52.000
Werner Mlodzianowski: We compared organic and conventional ketchup. The organic ketchup was rejected unanimously at first because its mouthfeel was so unfamiliar, and
the test eaters thought it was disgusting because it contained tiny pieces of tomato. And they described it as being rotten or having gone bad or something like that.

00:29:49.000 --> 00:29:54.960
Commentary: In the 70s the diameter of cold cuts was standardized in Germany
and Austria so that they fit precisely into the standardized Kaiser roll.

00:30:02.000 --> 00:30:04.440
Good flavor alone isn\'t enough.
Food must also be functional.

00:30:12.000 --> 00:30:15.240
Food designer Stephane Bureaux of Paris
works with the practical aspects of food.

00:30:37.000 --> 00:30:45.000
Stephane Bureaux: As far as function goes, does form follow function or vice versa in cooking? We could, for example, take the Carotte Râpeuse as an example, this definitely is a case of form being
determined by the function it will have. In other words, a honey dipper, a kind of one anyway, which can be used to pick up jelly and coat the vegetable with it, creating a perfect combination in the mouth.

00:31:15.000 --> 00:31:23.000
Commentary: Traditional products are made successful by their functionality. For example, an especially large amount of sauce clings to certain types of pasta because of their
shape. These noodles are like tiny spoons. The grooves on penne rigate are like a winter tire\'s deep tread, and French fries are dipped in semi-liquid ketchup like fingers.

00:31:54.000 --> 00:32:02.000
Marc Bretillot: Design originally referred to aesthetic function. Industrial aesthetics entails making functional objects attractive, but what is real beauty? Things that are meaningful and useful, that are
satisfying to use. I think that the tasks in our projects, whatwe really should be looking for, is coherence, in other words producing something that\'s coherent in terms of its appearance, taste and how it\'s used.

00:32:32.000 --> 00:32:40.000
Commentary: In the Middle Ages large slices of black bread were used like plates and simply eaten at the meal\'s end. A pizza crust
works in a similar way: The dough is a vehicle for hot tomatoes, melted cheese and liquid olive oil, and then we can consume it.

00:32:52.000 --> 00:33:00.000
The pizza is a culinary symbol for Italy. Red tomatoes, white cheese and green basil, a combination invented by pizza chef Raffaello
Esposito, stand for the Italian flag. He named this pizza after the first queen of Italy after its unification: Regina Margherita.

00:33:20.000 --> 00:33:28.000
Heavy round cheeses can be rolled like wine casks and easily transported. Ring-shaped bread products such as bagels
and Turkish simits can be threaded on a string so you can hold ten or more in one hand. Werner Mlodzianowski

00:33:34.000 --> 00:33:39.400
We now live in a mobile society, and that has certain effects, of
course, such as the increasing amount of mobility designed into food.

00:33:50.000 --> 00:33:58.000
Commentary: These days we want to eat on the go, in the car, in the office or while watching TV, without plates or
silverware. This is why we put hot, greasy and saucy foods in bread dough so that they can be held in the hand easily.

00:34:07.000 --> 00:34:15.000
In the 19th century shiploads of immigrants from Hamburg to New York put their meals between two halves of a roll so
that they were easier to eat on deck. This is possibly how a popular northern German food became today\'s hamburger.

00:34:26.000 --> 00:34:34.000
The idea of combining meat and bread in a handy package was supposedly the idea of the 4th Earl of Sandwich. A passionate card player, he asked that his meal be placed between two slices of
bread so his game of poker wouldn\'t have to be interrupted. His chef served two slices of white bread with a filling, and since then the Earl has been considered the inventor of the sandwich.

00:34:58.000 --> 00:35:05.000
The hamburger bun serves as a kind of insulation, similar to the plastic coating around
an electrical cable. It protects our fingers from the hot meat patty. Christina Jakobsen

00:35:13.000 --> 00:35:21.000
One example is mothers who give their kids a treat, and the kids come back with all dirty fingers and clothes. And therefore,
when we develop children\'s snacks we need to take that into consideration. How can the product be designed to be a clean product.

00:35:36.000 --> 00:35:44.000
Frank Förster: The situation in which we eat something is of course an important factor for product development, and it\'s
also a requirement we hear from the marketing department: What\'s the intended location where the ice cream will be eaten?

00:35:47.000 --> 00:35:52.920
So we examine how the ice cream melts, how long it stays on the stick, so
that we\'re sure it doesn\'t fall to the ground in the case of a slow eater.

00:36:19.000 --> 00:36:22.560
Commentary: We shape our food to express
ourselves. We eat values, traditions and symbols.

00:36:27.000 --> 00:36:35.000
Gisla Gniech: Studies have been made regarding whether an individual\'s personality is expressed by the food he or she eats and how he or she eats it.
Of course, upbringing exercises a great influence, as does environment, such as what\'s available, but the individual is also extremely important.

00:36:54.000 --> 00:37:02.000
Marc Bretillot: Society expresses itself through its food, or food\'s an expression of a society. It\'s always been something that stands for ways of thinking, cultural issues, and
it provides accurate information about the state of a society and how it works. There’s the famous quote by Brillat-Savarin: “Tell me what you eat and I\'ll tell you who you are.”

00:37:34.000 --> 00:37:37.760
Commentary: We consume national symbols or those
of love, sexual references or religious foods.

00:37:55.000 --> 00:38:02.200
The pretzel was supposedly invented by a monk in the 6th century. The modern croissant was
invented over 2000 years ago, probably as a sacrifice to the ancient moon goddess Selene.

00:38:11.000 --> 00:38:16.480
On certain special occasions, heathens cut their hair and sacrificed
it to the gods. Braids of hair were later replaced by braided bread.

00:38:29.000 --> 00:38:37.000
Dividing up a cake is a ritual. On birthdays, at wedding parties or family celebrations, we cut cakes into pieces so that everybody gets a
precisely equal amount. Bread, on the other hand, is an everyday product that we consume a little bit at a time. That\'s why it\'s cut into slices.

00:38:50.000 --> 00:38:58.000
Werner Mlodzianowski: In fact, our eating habits reflect our cultural standards. We define ourselves in terms of our favorite foods,
we distance ourselves from other cultures by not eating certain things, one example being the classic, religiously based food taboos.

00:39:22.000 --> 00:39:27.960
Cultural differences can also be seen in the consumption of some unusual
items. In our churches death\'s heads are not central elements of the liturgy.

00:39:39.000 --> 00:39:47.000
Commentary: In the past people ate the hearts of predators and human enemies after they killing them to
assimilate their strength. Consuming someone\'s brain was believed to give the eater their enemy\'s wisdom.

00:39:52.000 --> 00:40:00.000
Werner Mlodzianowski: In concrete terms, the brain is particularly nutritious, being composed primarily of
protein and fat, and is delicious, as I know from personal experience, not as a cannibal, but from restaurants.

00:40:27.000 --> 00:40:35.000
Gisla Gniech: There are individuals who eat the penises or testicles of other humans or animals. Eating testicles
is very common in the Mediterranean region. Apart from their nutritional value, this involves a certain meaning.

00:40:44.000 --> 00:40:49.440
The most extreme example is the hot dog, a totally sexual symbol, the
sausage between the vaginal lips, the penis surrounded by the bun.

00:41:21.000 --> 00:41:25.040
Commentary: Eggs are fertility symbols. At Easter we
give each other colored or filled chocolate eggs.

00:41:33.000 --> 00:41:40.960
An Italian candy manufacturer took up this tradition and started selling chocolate eggs with a toy
inside all year round. This unspectacular candy still involves the mythos of fertility and surprise.

00:41:48.000 --> 00:41:50.520
Each year, over 14 million chocolate
eggs are eaten in Austria.

00:41:57.000 --> 00:42:05.000
How many children hate tomatoes and love ketchup? Some people who won\'t otherwise eat meat happily gorge on sausage. Others who would never put
a bite of fish in their mouth eat fish sticks. The deliberate alteration of natural products is one reason why food design is so successful.

00:42:17.000 --> 00:42:25.000
Werner Mlodzianowski: For thousands of years now, we have processed food, heating it up, putting it on a fire, or processing it biochemically,
through fermentation, cheese, wine and so on, bread. And all that produces something quite different from the original, natural product.

00:42:45.000 --> 00:42:53.000
Commentary: In Belgium, freshly caught small fish were deep fried. If the catch was relatively small or the rivers were frozen over, potatoes were cut into the shape
of fish and prepared the same way. According to legend, this substitute became today\'s French fries, of which 300,000 metric tons are eaten in Germany each year.

00:43:20.000 --> 00:43:28.000
Hervé This: Everything we eat is the product of technology. The idea that we eat natural things is a fantasy. Natural things grow in the equatorial rainforest. This doesn\'t exist in the rainforest. This doesn\'t exist in the rainforest. You
have... It\'s difficult... Our cows have been selectively bred over thousands of years. Our large cows don\'t grow in the rainforest, the cows there are small and thin. Our carrots, our vegetables are technological products, but we forget that.

00:43:57.000 --> 00:44:02.080
Gisla Gniech: We don\'t want foods in their natural form on our
table. Kubelka once said that roast pork doesn\'t exist in nature.

00:44:10.000 --> 00:44:18.000
In our culture we do in fact try to deny that all food has a natural origin and was once alive, because we think, Oh God,
that\'s cannibalistic. And we don\'t like to eat certain things, for example, heads aren\'t usually eaten in our culture.

00:44:45.000 --> 00:44:53.000
People can\'t even recognize that it\'s from an animal with ribs and a backbone and legs. They only see little pieces. If they\'re lucky the bones
are still there, but that usually isn\'t the case. They eat pure meat, and can\'t tell whether it wasa pig or a donkey or a rabbit or even a dog.

00:45:18.000 --> 00:45:26.000
Commentary: The fish stick\'s shape was made to be different from that of the basic product, fish. Polygons don\'t exist
in nature, which is why fish sticks are so popular. In Austria alone, 38 million fish sticks are eaten each year.

00:45:38.000 --> 00:45:43.720
N.N.: I\'m making a fish stick from an Atlantic turbot by dipping it in
flour first, then beaten egg and then bread crumbs before deep-frying it.

00:46:02.000 --> 00:46:10.000
Werner Mlodzianowski: Children don\'t usually like fish, because of its appearance or its taste or both. Then someone had the idea of cutting fish into a geometrical shape and enclosing it in a lot of breading
to get, at least on the outside, a delicious, crispy, fried taste, which everybody likes, and the altered product is much more popular than the original. That says speaks for designing foodstuffs. Hervé This

00:46:43.000 --> 00:46:51.000
Here you have an object. This is a new foodstuff. We won\'t win any awards with it, as it\'s extremely simple. Right now it\'s nothing more than sweet, orange, and has an extremely
full-bodied texture. Both the substance and the function of foods canbe shaped to create a certain object. And that\'s design. Or I don\'t understand anything about it.

00:47:51.000 --> 00:47:59.000
Commentary: Food design entails altering food according to a wide variety of aesthetic, functional and cultural guidelines. Successful foods
aren\'t just good to eat because they\'re good, but because they also tell a story. They convey certain meanings. They\'remore than they seem to be.

00:48:10.000 --> 00:48:18.000
Werner Mlodzianowski: Food and mythos, that\'s the subject of a great deal of discussion, and we must say at this point that food has more to
do with mythos than reason, those opposites of ancient Greece, mythos and logos, which are clearly demonstrated in the modern day byfood.

00:48:30.000 --> 00:48:38.000
We eat, we consume more importantly because we absorb the mythos, the mythos of health, the mythos of beauty, the mythos of nature, the mythos that I pay the producer, the farmer, a fair price, the mythos that I contribute to sustainability by
not eatingcertain things, by not eating meat, and so on, by eating things produced with less energy, so there\'s a wide range of myths involved, and upon closer examination some of them turn out to be fiction or to involve pure sensuousness.

00:49:13.000 --> 00:49:21.000
And the opposite is logos, or reason, and while it might sound somewhat unpleasant, no one really wants to eliminate these sensuous and irrational components from food, no one wants
to... develop away from them, and I\'m happy that that\'s the way things are, because food was, still is, and is becoming more sensuous, a process which is driven in part by the mythos.