Sorting the Beef from the Bull

The Science of Food Fraud Forensics

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Pub Date Apr 26 2016 | Archive Date Mar 01 2016
Bloomsbury USA | Bloomsbury Sigma

Description

Horse meat in our burgers, melamine in our infant formula, artificial colors in our fish and fruit--as our urban lifestyle takes us farther away from our food sources, there are increasing opportunities for dishonesty, duplicity, and profit-making shortcuts. Food adulteration, motivated by money, is an issue that has spanned the globe throughout human history. Whether it's a matter of making a good quality oil stretch a bit further by adding a little extra "something" or labeling a food falsely to appeal to current consumer trends--it's all food fraud. Consumers may pay the ultimate costs for these crimes, with their health and, in some cases, their lives. So how do we sort the beef from the bull (or horse, as the case may be)?

Illustrious analytical chemist Richard Evershed and science writer Nicola Temple explain the scientific tools and techniques that have revealed the century's biggest food fraud scams. They explore the arms race between scientists and adulterators as better techniques for detection spur more creative and sophisticated means of adulteration, and review the up-and-coming techniques and devices that will help the industry and consumers fight food fraud in the future. Engagingly written, SORTING THE BEEF FROM THE BULL lifts the lid on the forensics involved, and brings to light the full story of a fascinating and underreported world of applied science.

Horse meat in our burgers, melamine in our infant formula, artificial colors in our fish and fruit--as our urban lifestyle takes us farther away from our food sources, there are increasing...


Marketing Plan

• Early consumer review campaign on NetGalley and Goodreads
• Pre-pub outreach to popular science and food bloggers/consumer activists • eBlast to government and food standards organizations • Sigma branded trade advertising campaign • National print, radio, and online features and review coverage • Online and mobile ad campaign via Twitter and Google • Social media campaign using #didyouknow science/facts • Digital assets to include excerpts online, author Q&A

• Early consumer review campaign on NetGalley and Goodreads
• Pre-pub outreach to popular science and food bloggers/consumer activists • eBlast to government and food standards organizations • Sigma...


Available Editions

EDITION Other Format
ISBN 9781472911339
PRICE $27.00 (USD)

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