Have Your Cake and Eat It, Too

Norman Dennis E. Marquez and Lua M. Pottier

The cosmopolitan diet encourages us to indulge, but to keep it close to zero calories … a
sophistication that is like having a cake but not being allowed to eat it. It sounds masochistic. The tingling
sensation that creeps along the veins1 leading to the brain with every bite of that succulent that creeps
roast duct or a crunch of that favorite pork rind makes us oblivious of the resolution to abstain at the next
lechon party. The temptation of an extra serving of decadent chocolate cake challenges chocoholics who
always try to “detoxify” themselves. The struggle between gustatory bliss and healthy eating remains, at
times, a cognitive dilemma. When choosing where to go for gastronomic adventures or what comfort food
to share with bosom buddies, the psychosocial values of food and eating may override the value of
scientific data.
Food choices from an important part of the identities of both individuals and social networks.
According to Warren Belasco2 who quotes Gary Alan Fine3, “the connection between identity and
consumption gives food a central roles in the creation of community, and we use our diet to convey
images of public identity” (Belasco and Scranton 2002). We just have to observe the convergences at the
buffet table to understand how food, or the sight of food, reveals what we value and who we those values
with. The revelations are fascinating. Once the signal to the open buffet is clear, guests rush or stroll to
the table. Seasoned banqueters position themselves strategically close to their target cuisine. Those who
take time at the salad bar are likely to hover around the dessert table before surveying the main course.
Those who discriminately choose white over red meat, grilled over dried fish, or tomato-based over
cream-based pasta sauce more obsessively count calories. While some do not seem to care what they put
on their plates, others take time to ask how each of the dishes is prepared. Still, some cannot make up
their minds and stall the line of the adventurous eaters and the favorites-only pickers. Those preparing
feasts nowadays almost instinctively exercise a lot of sensitivity to their guests’ preferences, whether they
are health concerns or personal beliefs. In relative scientific, religious or political tones, the menu reflects
the personae of what we eat or do not eat (Belasco and Scranton 2002).
1More accurately, nerve fibers carry sensory stimuli, not veins. Also, arteries bring blood, with all its component nutrients,
dissolved gases, and other substances, to the brains while veins send it back to the central circulatory system.
2
Warren Belasco, whose study interest is the relationship among food, culture, and society, is a noted professor of
the American Studies and principally based in the University of Maryland.
3
Gary Alan Fine, whose interest is the relationship between expressive culture and social systems, is a noted
professor of social psychology specializing in symbolic interactionism.

Eating is fun

The satisfaction of a hearty meal must have inspired the “Happy Meal” concept of a McDonald’s
and the “Langhap Sarap”4 campaign of Jollibee. The image of a child surrounded by friends and enjoying
a party associates the food to a happy moment, prompting parents to bring their child to the food outlet
whenever the child feels down. The convenience of drive-thru facilities makes the treat even easier. With
delivery hotline numbers and Internet gateways, children can get a quick fix of their favorite burger or
pizza, even when their parents are too busy to drive to the nearest franchise. The alternative, of course,
in the instant noodle mix that is fun to prepare as well. Families and friends can share a meal in a jiffy, like
magic … full of illusions. The truth is that eating is a celebration at its best when shared with someone
going through a similar experience. Such joyous feasting is very evident when Christian families share the
noche Buena (the meal after Christmas midnight Mass) on Christmas Eve or when Muslims celebrate Eid
al-Fitr at the end of Ramadan (a three-day celebration to break the month-long fast).
 Food itself is pleasurable but fundamentally, food provides energy that allows bodily functions.
Components of food undergo biochemical changes in the body that are associated not only with energy
but also with other physiological processes. For instance, the study of John Fernstrom (200) affirms that
coffee, tea, and chocolates contain caffeine that raises alertness. This particular boost makes one go
through work and recreational activities with a little more gusto. In the same paper, he points to a one-
carbon metabolic pathway as the probable mechanism for folate to facilitate mood reactions, suggesting
its use as a supplement in anti-depressant therapy.
Still, with the extreme pleasure of a sumptuous meal, comes a calming satisfaction of wanting to
retire after a binge. As suggested by Denis Burdakov and associates (2005), glucose levels increase or
decrease wakefulness within bounds of what the brain can take. Too much glucose influences the brain
to instruct the body to conserve the energy recently accumulated after a heavy meal, making one sleepy.
Furthermore, the absorption of glucose is regulated by hormones (USNLM 2010). It goes through a series
of metabolic transformations to produce energy but the energy will either be used or stored depending
on a physiologic or behavioral need. Hence, likening “sugar rush” to “adrenaline rush” is misleading,
especially if viewed as the cause of children or adults to bounce up and down after a heavy meal. The
presence of energy itself does not result in a muscle movement in the same way that a bullet does not
fire a gun.
4
A Filipino phrase coined to mean “smell-savor the delicious taste.”

We are what we eat

The pleasure of eating, however, does not happen without consequence. The proliferation of fast
food chains and myriad of instant food products, have been associated with increased health problems,
initially in Western society. These food products contain high energy density with high fat and salt content
that does not provide equivalent satiety, thus, leading to passive overconsumption (Alder et al. 2009).
Coupled with a sedentary lifestyle, this overindulgence leads to obesity. It is not difficult to understand
that the less energy spent in activities, the more energy is stored in the body. The excess sugar and
proteins, not just fats, that the body absorbs, are then converted to fats (Figure 1). Salt, specifically high
sodium level, has long been associated with elevated blood pressure (Chobanian and Hill 1999).
Aiming for an attractive physique or well-sculpted abdominal muscles is incongruent to this eating
behavior. Each generation portrays the desirable body shape and size and there is the urge to conform to
it. Teenage groups are particularly pressured to subscribe to this standard body frame in order to fit in.
The reactive under-eating also leads to detrimental effects, ranging from a specific nutrient deficiency to
a whole lot of nutritional disorders. The longer time one gets from the real to the ideal, the greater the
dissatisfaction; this leads to poor self-image and even to depression (Sadock and Sadock 2007). The ideal
body shape seems to be an impossible dream with unbeatable foes in culinary delights around. The
quixotic challenge, thus, is “to invest in a lifelong exercise program and a commitment to healthy food
choices” (Alder et al. 2009).
 Carbohydrates: Lipids:
starch and sugars fats and oils

Pyruvate

Proteins:
amino acids Acetyl-CoA

Figure 1. Convergence of the metabolic pathways of energy molecules; excess energy from food are converted
to fat issues.

Eating healthily

The foundations of nutrition science were laid by Antoine Lavoisier when he designed a special
calorimeter in the early 1780s by to estimate metabolic heat (Stafford 2010). However, the earliest dietary
recommendations were published by the US Department of Agriculture (USDA) in 1894 in the form of a
Farmer’s Bulletin and the first edition of the Nutrition and Your Health: Dietary Guidelines for Americans
was published in 1980 by the USDA and US Department of Health and Human Services (Davis and Saltos
1999). Scientific explorations in the last two hundred years have revealed a great deal of appreciation of
how substances in food affect the well-being of humans. Like the teenage years riddled with many issues
and challenges, researches in nutrition, not infrequently, show complex relationships and even conflicting
results. Viewed cynically, the science of nutrition seems to change depending on what is being studied
and who is funding those studies; but viewed positively, it is a dynamic field that is constantly evolving as
the understanding of food and the relationships of its component parts deepens. For instance, iron has
been considered an essential nutrient5 and plays a significant role in the formation of hemoglobin, the
major protein that transports oxygen in the blood. However, excessive intake of iron may limit the
absorption of zinc (another important nutrient in growth and development) while calcium, also a
controversial element (Fryhofer 2010), taken with iron decreases the absorption of iron (MIT 2007).
Furthermore, iron found in animal products is more readily absorbed by humans than iron ingested from
plant sources. These findings have prompted the science of nutrition to expand from qualitative to
quantitative research.
5
A nutrient is a chemical substance, usually in food, necessary in metabolic processes responsible for growth and
repair of cells and tissues.
 Practical experiences and the pursuit of knowledge have guided research in nutrition to take
multiple directions. The idea that food allows living things to grow and that cells do not transform into the
cells they consume point to fundamental components of food that are essential to life. With advances in
chemistry and biology, scientists have identified essential organic and inorganic substances and their
specific roles in cellular processes. Of much interest to researchers – and what science is only beginning
to clarify in last few decades – is that different species require different types of nutrients to be available
at different amounts in specific stages of development. Even in the same species, there seems to be an
optimally relative concentration difference among these nutrients that gives maximum benefit. Children
need less since per day compared to adolescence and adults (NIH 2010). Also, women demand higher
amounts of folate during pregnancy than in non-pregnancy state (NIH 2010). The modern diet has to
provide now measurements of Adequate Intake (AI), Recommended Daily Allowance (RDA) and Body
Mass Index (BMI), among others.
The health-conscious individual is bound to choose a diet plan that is both effective and realistic.
Here lies the problem. Diet protocols such as the Atkins diet (Atkins 2010) and the Mayo Clinic diet (Mayo
Clinic 2010) and their modifications that help manage weight problems as well as metabolic disorders
have been equally validated by research. Still, food faddism and consumerism have diluted the
recommendations supported by scientific evidence. While vegetarians are associated with healthier
lifestyles, vegans – those who consume only plant products, as differentiated from “lacto-ovo
vegetarians” who includes eggs and dairy products in their diet – are constantly challenged to consume a
variety of fruits and vegetables to obtain the essential amino acids that are limited in plant products.
Debates on the superiority of organic food over agricultural products that use synthetic fertilizers and
pesticides are marred by political and cultural tones, even when there is no conclusive evidence yet that
they are more nutritious or safer (Mayo Clinic staff 2010). The Economist in its September 2010 article
entitled “Yuck: Making Healthy Food is Easy. Making People Eat it is Not” reported that more than ninety
percent if Americans believe that they must eat healthily; yet, they shift from low fat to low carbohydrate
to high fiber diets peppered with probiotics, which are mostly live bacteria that are similar to beneficial
microorganisms normally found in intestines (NCCAM 2010), as well as other dietary supplements,
depending on what is available in the market. More daunting, pseudo-science and frank quackery and
fraud continue to challenge research data through strong cultures, or counter-cultures, and unresponsive,
if not oppressive, politics.

Nutrition and public health

Beyond individual concerns, food choices are increasingly being called on to act as tools for social
change. According to Warren Belasco (2005), food integrates the world and it allows us to see the social
consequences of private actions and reminds us of our moral responsibilities, even as we engage in a
private and physiological act. Food has thus developed from a basic component of life into a main
expression of culture and family values on the individual level, and a multi-billion dollar international
business interest on the societal level.
According to a 2009 report from the World Health Organization (WHO), the five leading global
risks for mortality in the world are high blood pressure, tobacco use, high blood glucose, physical
inactivity, and overweight and obesity. This interesting finding highlights a global shift from mortality,
which is primarily from communicable or infectious diseases, to deaths, which are from non-
communicable diseases, such as cardiovascular diseases, diabetes and certain types of cancer. Conversely,
research in nutrition has expanded from the identification of essential nutrients and the recommended
intake levels to the maximization of benefits from these nutrients and other food components such as
fibers and carotenoids6 as well as the effective communication of health information to guide healthy
living. An important realization mentioned in these studies is that physical activity and regular exercise
must be added to healthy food choices to achieve optimum health. Indeed, the risk factors listed above
are results mostly of individual lifestyles, which, in turn, are influenced by policy and economic forces on
a societal level.
6
These are yellow, orange, and red pigments produced by plants epidemiologically linked to decreased risks in
cardiovascular diseases and some cancers (Higdon and Drake 2009).

Challenges with the global food industry

Before agriculture developed into an industry, food came straight from the relevant plant or
animal source to the less discriminate palate of early nomads. From the time men settled in communities
and the demand for food increased with the population, the gathering and preparing of food has become
more elaborate and complex. And as nations share culture and develop import-export industries and
demand for exotic delicacies, the food that lands in dinner plates has often covered more geographical
distances than many can hope for in their lifetimes. The tuna trade, representing the globalization of the
Japanese sashimi is an example of such local/regional industry with centuries-old practices and distinct
culinary culture that now has to deal with international competition and technology in the face of
problematic environmental regulations and complex market behavior that affect labor practices and
investment plans (Bestor 2005). While this reflects the impact of globalization on the food industry, it
tends to leave related questions as to food safety, quality, packaging, processing, additives, and ultimate
nutritional content at time of consumption. The answers can be described, at best, as works in progress.
This challenge is further reflected in an article by K.M.V. Narayan, M.K. Ali, and J.P. Koplan (2010)
in which they explore the paradox between supporting economic growth on a global scale (which brings
about improvements in health and advances in technology) and the dark side of globalization (which leads
to an increase in global poverty and a widening gap between the rich and poor). The authors connect
these realities to the increase in non-communicable diseases by stating that the “current political and
economic incentives favor industry and other interest groups at the expense of health: consider the
subsidies paid for corn-based agriculture and mass-produced processed foods, the tobacco revenue
generated in countries with a government-owned tobacco industry, industrial growth in the face of
environmental pollution, and the spread of the sedentary automobile-and-television culture.”
The Economist (“Yuck” September 2010) identified yet another challenge currently facing the food
industry, and that is the disparity between stated consumer demand and actual consumer purchases.
While more consumers are saying that they expect “healthier” food products, market sales do not seem
to reflect a true understanding of what their request entails. Definitely, people want to be healthy.
However, rather than substantially changing lifestyles, their preference is for the food industry to find
ways to incorporate “health” and convenience into food products that they like and have become
accustomed to eating. The same article further reports that:
Over the past twenty years, according to Harry Balzer of NPD, a research firm, the main shift in
American eating habits has been from foods that must be prepared (such as pot roast and peas) to those
that are convenient (such as pizza and frozen sandwiches) … Taste, value, and convenience are most
important to the consumer, Mr. Balzer says. “Healthy and nutritious” are secondary considerations.
Americans know they should eat vegetables, but would prefer not to spend much money on them,
prepare them, or taste them.”
While this refers specifically to Americans, it could just as easily apply to other populations. In the
Philippine context, perhaps, one indication of this thinking is Jollibee Food Corporation’s reported revenue
of 13.357 billion pesos in the second quarter of 2010, a 10.6% increase in sales compared to the second
quarter of 2009.
Decision-making model

Choosing what to eat and how to live have become even more challenging. By extension, the
degree to which these decisions impact public health and related social issues makes the exercise more
complex. One may consider four pillars (Figure 2) when making such decisions.
Research. There is a range of studies describing nutrients and healthy preparation of food.
Recently, research in nutrition includes applications in the social sciences beyond the understanding of
biochemical and physiologic processes. One interesting find that benefitted from the multi-disciplinary
and inter-disciplinary approaches to health and nutrition demonstrates the relationship of obesity and
activity. Specifically, the study of Verity J. Cleland and associates suggests that young adults who watch
more than three hours of television are more likely to be obese partially because of the increased
consumption in food and beverage while watching television. The same study suggests that overall
decrease in leisure-time physical activity with watching television does not establish the causation, and
that other behavior may contribute to the relationship. In a smaller preliminary study, eating a late dinner
may be associated with unfavourable changes in weight management and risk for diabetes (MacReady
2010). This sends a valuable message on how lifestyle can impact individual and public health. As starting
point, scientific data can provide specific directions to the process of decision-making.
Structures and Policies. Decisions are not made in a vacuum. The reality is that individuals and
societies move within the confines of political, economic, and socio-cultural systems. These systems
operate on policies and laws that reflect the people’s beliefs and values. Responsive and just systems
allow individuals to choose rightly. A government that bans smoking in public places in order to prevent
harm from second-hand smoke sends a conflicting signal when it promotes tobacco products because of
the economic gains from that industry. When laws prevent agriculture and food technology to develop
safe and functional food7 because of the interest of personal belief, the rest of the population will be
deprived of potential cost-effective benefits. Regulations on growing, packaging, and manufacturing if
food should ensure the safety and completeness of the final products as they make their way to
consumers, but at the same time address the challenges of waste disposal and environmental issues in
order to promote environmental health as well. Advertising and promotion are expected to be truthful
and validated. It is easier to choose to be healthy when structures and policies support and promote
healthy choices and abhors unhealthy practices from the production to storage to transport to distribution
to disposal, and even recycling of food.
Availability and Accessibility. Laws are only meaningful if they are implemented properly and
consistently. Systems are deemed effective and productive when they provide services that are congruent
to their values. Nutrition programs work well when healthy food choices are readily available. If healthy
choices are outnumbered by unhealthy choices, the message could be lost. A trip to the nearest
supermarket may prove how children can be taught, or misinformed, as they choose from the products
found on the grocery shelves. For one, the “healthy food” section should be sought out specifically.
Second, some grocery stores, and definitely most convenient stores, do not offer such healthy food items;
if they do, the price range in this section is generally higher than the more available products. Third, food
labels, at least in the Philippines, have not been standardized. Information on the nutrient values and full
contents of food products sold in the market are important to make decisions that impact health. The
ubiquitous disclaimer “no approved therapeutic claim” found in many food products confuses and
misleads the unsuspecting consumer. As with food, time for exercise and adequate rest must be available
to the health conscious. Institutions that promote wellness and provide real time and resources to
employees as part of their work details are amiable. Companies and work stations that are poorly lit,
poorly ventilated, and cramped are unhealthy and unfit for creative and productive work.
7
Functional foods are natural or artificially designed foods that enhance physiologic functions or prevent or treat
diseases (see Ross 2000 for additional information).
 Individual need and choice. Individuals are first responsible for themselves, then influential in their
family and community settings. For many, food is either something that appears magically on the dinner
table or it is something to feel guilty about after an indulgence. With the enlightenment of research, the
enabling (or restricting) system, and the availability and accessibility of real choices one is cautioned not
to take an extreme view regarding food and health. One must be critical and vigilant to inform one’s
conscious decision. He must also create and support a setting for free choice, not a menu of self-harm and
environmental destruction. A more discriminating and prudent attitude towards the modern diet should
be moderation and balance, coupled with adequate physical activity and spiritual exercises. A substantive
serving of food (processed, unprocessed, organic, meat, vegetable) will serve one’s basic needs of
providing the body with fuel to keep going until the next meal. A long-term commitment to healthy
choices requires some finesse in planning overall food trend to meet lifestyle and quality life goals.

System structures
and relevant
policies and
regulations

Food availability
Research Decision and
and accessibility;
Choice
purchasing power

Individual/Family
nutritional needs

Figure 2. The model draws its inspiration from the concept presented in “The Relationship among Nutrition
Research, Legislation, Stakeholders, and Nutrition Programs and Policies” (Edelstein 2006, Chapter 42).

Disclaimer

Reality sets in when you are to make an actual decision, with fear of the knowledge of how much
and when to eat will most likely lead to misery and failure. Similarly, the depth of your pocket and how
far you can stretch your resources to achieve the quality of life you are hoping for narrow down your
choices. Some can afford to buy fresh vegetables and fresh meat with a big tub of ice cream. Others only
have the choice of processed hot dog and instant noodle mic. It is unfortunate when the realistic question
is how to include at least a few items that promote health into your budget and spending. More
importantly, real choice involves being honest with yourself regarding your motivation to be healthy and
to committing to a lifestyle that is not simply to please others. You probably have heard the saying, “where
there is a will, there is a way.” By applying conscious decision-making in what to buy and how much to eat
based on a realistic assessment of resources, goals, and activity levels, it becomes possible to have your
cake and eat it, too.