Not from Mars: Lays targets Pollan fans with 'local' chips


For 18 months now, since chugging books by Barbara Kingsolver, Michael Pollan, and Alisa Smith and J.B. MacKinnon in the span of a few weeks, I've been eating local, seasonal food as much as possible. In the winter this means I stuff myself with bacon, potatoes and celeriac; this week, thrilled with May, I've been eating about half a pound of lettuce and greens from my garden each day, with plenty of locally-made feta cheese. And it's great, because I can have all the Lay's potato chips I want...

Oh, hang on. That doesn't sound right. While, if you look at the letter of the locavore "law" (consume foods whose "food miles" are as low as possible, in other words, the ingredients were grown close to your stomach's place of residence), most any food could be categorized as "local" for someone; after all, as Pollan himself points out, the food isn't grown on Mars; the food industry is conveniently skipping over the "minimally processed" and "in season" part of a typical locavore's value system.