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"The first thing you notice about roasted cold noodles, a favorite street food in the far northeastern Chinese province of Heilongjiang, is that they are not cold.
We are not dealing here with a dish that will give you relief from swampy August days, like cold sesame noodles; or like Korean mul naengmyeon, a bowl of beef broth in which spaghetti-like strands of vegetable starch lie below shards of floating ice; or like buckwheat soba coiled on a bamboo mat beside their chilled dipping sauce, tsuketsuyu. Roasted cold noodles are meant to be eaten hot, right off the griddle.
They don’t much resemble noodles, either. In form, they are more akin to a rolled, filled omelet, as you will see if you watch them being made through the front window of Followsoshi, a stall inside a Chinese micromall in downtown Flushing, Queens. ... "
" ... I asked if they really planned to call their product Soylent—which, in my unofficial field research, had evoked, at best, unpleasant associations with “soy” and “soil,” and, at worst, alarmed recitations of the movie catchphrase “Soylent Green is people!”
“Everybody has suggested changing the name,” Rhinehart said. “Investors, media people, my mom.”
“My mom, too,” Renteln said.
Rhinehart said that he liked the self-deprecating nature of the name, and the way it poked fun at foodie sensibilities: “The general ethos of natural, fresh, organic, bright—this is the opposite.”
Anyway, he said, a lot of young people never got the memo about Soylent Green’s being people. “If you Google ‘Soylent,’ we’re in front of the movie.” He added, “Remember, Starbucks was the guy from ‘Moby-Dick.’ ”
Liquid food has been given to patients in hospital settings for decades. Fifty years ago, when a patient was too sick to eat, doctors ground up regular food and put it into feeding tubes. Eventually, companies like Abbott Nutrition, the maker of Ensure, got into the game. Food replacements became more standardized and scientific. In the early nineteen-sixties, nasa made powdered drinks famous by using Tang in its space flights; according to Bruce Bistrian, the chief of clinical nutrition at Beth Israel Deaconess Medical Center, in Boston, “the whole field exploded.” From the sixties to the nineties, liquid meal replacements became popular with the diet crowd, because they made it easy to quantify how many calories you consume. It was the era of Metrecal, Slimfast, and “a shake for breakfast, a shake for lunch, then a sensible dinner!” Today, aspiring bodybuilders drink Muscle Milk, a protein shake designed to add brawn. Bistrian, noting that the idea behind Soylent is “not rocket science,” said, “Any good nutritionist could put these ingredients in the proper amounts and make such a formula.”
Perhaps the main difference between Soylent and drinks like Ensure and Muscle Milk lies in the marketing: the product—and the balance of nutrients—is aimed at cubicle workers craving efficiency rather than at men in the gym or the elderly. From the perspective of its investors, this strategy might be sufficient for success. Sam Altman, of Y Combinator, mentioned Google and Facebook, and pointed out that search engines and social networks existed before both were created. “Most ideas, you can claim, are not new,” he said. “Often, they just haven’t been executed or marketed right.” Rhinehart tends to emphasize something else about his product: the idea that you could live on Soylent alone. Chris Running, a former C.E.O. of Muscle Milk, and an adviser to Soylent, called this suggestion “riskier.” He told me, 'I don’t think it’s a position that people have ever taken before.' ... "
"In the 1960s, the Green Revolution had a phenomenal impact on India's food production, but it also made the land infertile, led to extensive water consumption and exacerbated groundwater loss. It also led to widespread use of chemical pesticides and fertilisers. In the southern state of Andhra Pradesh, water scarcity and poor soil quality forced many farmers to walk away from agriculture. They were perennially buried under a vicious debt cycle, with most of their earnings funnelled into buying pesticides and fertilisers.
But a few years ago, the state launched an ambitious programme called Zero Budget Natural Farming that is transforming things on the ground. The idea is simple: to stop the dependency on chemicals and revive the land. It's already starting to show results.
Andhra Pradesh is now well on its way to becoming India's first 100 percent organic farming state, as our correspondents report."