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The End of Craving: Recovering the Lost Wisdom of Eating Well
The international bestseller from award-winning writer Mark Schatzker that reveals how our dysfunctional relationship with food began—and how science is leading us back to healthier living and eating.For the last fifty years, we have been fighting a losing war on food. We have cut fat, reduced carbs, eliminated sugar, and attempted every conceivable diet only to find that eighty-eight million American adults are prediabetic, more than a hundred million have high blood pressure, and nearly half now qualify as obese. The harder we try to control what we eat, the unhealthier we become. Why? Mark Schatzker has spent his career traveling the world in search of the answer. Now, in The End of Craving, he poses the profound What if the key to nutrition and good health lies not in resisting the primal urge to eat but in understanding its purpose? Beginning in the mountains of Europe and the fields of the Old South, Schatzker embarks on a quest to uncover the lost art of eating and living well. Along the way, he visits brain scanning laboratories and hog farms, and encounters cultural oddities and scientific paradoxes—northern Italians eat what may be the world’s most delicious cuisine, yet are among the world’s thinnest people; laborers in southern India possess an inborn wisdom to eat their way from sickness to good health. Schatzker reveals how decades of advancements in food technology have turned the brain’s drive to eat against the body, placing us in an unrelenting state of craving. Only by restoring the relationship between nutrition and the pleasure of eating can we hope to lead longer and happier lives. Combining cutting-edge science and ancient wisdom, The End of Craving is an urgent and radical investigation that “charts a roadmap not just for healthy eating, but for joyous eating, too” (Dan Barber, New York Times bestselling author of The Third Plate).
244 pages, Kindle Edition
Published November 9, 2021
133 people are currently reading
2259 people want to read
About the author
Mark Schatzker
5 books157 followersMark Schatzker is the author of three books: Steak, The Dorito Effect, and The End of Craving. A former feature writer for Conde Nast Traveler, his work has been published in the New York Times, the Wall Street Journal, Best American Travel Writing and Annual Review of Psychology. He is the writer in residence at the Modern Diet and Physiology Research Center, which is based at Yale University. He lives in Toronto.
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Displaying 1 - 30 of 218 reviews
September 30, 2021
Aaaahhhh! I just about died when I flicked to the next page and saw the word "Acknowledgements". I was so sure we were about to get to the part of the book where we discussed what to actually DO about the problems so thoroughly identified and dissected and then...no.
It's not that there weren't hints and themes. Eat real food. Insist on the best quality of food and savor it unabashedly. Eat mindfully, joyfully, and unhurriedly. That's great, if not particularly revolutionary, but it also speaks to a narrow audience with the means to do that. Some practical, real-world guidance would not have gone amiss. Are there some "good enough" things that people can do? Some low-hanging fruit (minimize artificial sweeteners, perhaps?) where a moderate amount of effort would yield a significant benefit? What's the research on how to solve this problem? (short of moving to Bologna, that is...)
It's not that I don't appreciate a thorough examination of the available research in the fields of nutrition and neurobiology, nor did I mind the author's almost philosophical approach to the issue. But, after having made the case so thoroughly for the existence of a problem, it was frustrating to not get an equally detailed look at how to mitigate it.
Many thanks to the publisher and NetGalley for the opportunity to read and review!
It's not that there weren't hints and themes. Eat real food. Insist on the best quality of food and savor it unabashedly. Eat mindfully, joyfully, and unhurriedly. That's great, if not particularly revolutionary, but it also speaks to a narrow audience with the means to do that. Some practical, real-world guidance would not have gone amiss. Are there some "good enough" things that people can do? Some low-hanging fruit (minimize artificial sweeteners, perhaps?) where a moderate amount of effort would yield a significant benefit? What's the research on how to solve this problem? (short of moving to Bologna, that is...)
It's not that I don't appreciate a thorough examination of the available research in the fields of nutrition and neurobiology, nor did I mind the author's almost philosophical approach to the issue. But, after having made the case so thoroughly for the existence of a problem, it was frustrating to not get an equally detailed look at how to mitigate it.
Many thanks to the publisher and NetGalley for the opportunity to read and review!
December 1, 2021
Over the last six decades, obesity rates have more than tripled in the US. Whereas only 10 percent of US adults were considered obese in the 1950s, that number shot up to 35 percent by 2012. Clearly, something has gone horribly wrong, and blaming it entirely on our evolved tendency to overeat, as is usually done, is far too simplistic. It’s not just that we’re eating more calories (although we are), it’s that the types of foods we’re eating are optimizing our weight gain like farm animals.
In The End of Craving, Mark Schatzker shows us how modern, processed foods essentially mimic the nutritional profiles of pig feed, which is used to optimize the rate of weight gain in pigs. How did we discover how to make our pigs as fat as possible as quickly as possible? To see how, consider an experiment run by the University of Illinois in 1954.
For this experiment, four groups of pigs were placed on different diets and their rates of weight gain were compared. The group that gained the least amount of weight were the pigs allowed to roam free on pasture, eating whatever they wanted, more or less naturally. The group that gained the most were the pigs enclosed in a confined space and fed “nutritionally-complete” pig feed, fortified with all of the vitamins and minerals they could possibly need—and then some.
The key insight of the experiment was that, in addition to the typical macro-nutrients necessary for weight gain (carbs and fats), the more vitamins the pig feed contained, the more effective it was at producing gains. It was soon discovered that it’s not only calories from fats and sugars that count; vitamins were shown to be necessary to unlock the use of those calories. Today, pigs are fed up to four times as much niacin (vitamin B3) and twenty times as much riboflavin (vitamin B2) compared to the 1950s, and they gain weight 40 percent faster.
The animal body naturally regulates its own diet to source the vitamins it needs. A pig, left free to roam, will eat a variety of foods as it seeks the required vitamins. This system—including the brain, digestive tract, nutrient sensors, and metabolic pathways—has evolved over millions of years in such a way as to drive an animal to their optional weight. But when you interrupt this process and artificially deliver all the required vitamins in a single food, the animal stops craving a variety of foods and simply eats more of the carb-and-fat loaded fortified food. Then they gain weight at an astronomical rate.
This may be good for farmers raising pigs, but it’s bad for humans. Since the 1950s, a whole host of processed foods have been fortified with vitamins, basically creating the human version of pig feed. As Schatzker wrote:
“Now imagine an American eating white bread with butter, or doughnuts, cake or crackers, or any other combination of processed carbs and fats. No matter how much of these foods this person eats, his or her brain will never detect a nutritional imbalance, thanks to government-mandated fortification. The appetite for some other food will never be awakened. Thanks to ancient government policy, Americans can consume vast amounts of calories without running out of the vitamins necessary to turn those calories into fat.”
By fortifying calorie-dense processed foods with vitamins, people have no urge to eat the fruits and vegetables typically required for those vitamins. Instead, they opt for the higher-calorie processed fats and carbs, and because they’re overloaded with vitamins, those calories are quickly and efficiently turned into fat.
And there is your explanation for the explosion in obesity we’ve witnessed, which just so happens to exactly correspond to the fortification of processed foods (human pig feed). Sure, this could be a case of “correlation doesn’t imply causation,” but considering the various animal experiments and farming practices that demonstrate how fortified foods accelerate weight gain, it’s reasonable to suppose that that’s exactly what’s happening to humans as well.
And it isn’t just the abundance of vitamins that is to blame; Schatzker also explains the phenomena of “nutritive mismatch,” which results in overeating because the signals the brain receives from sweet foods (via artificial sugars) doesn’t match their nutritive profile (lower-than-expected calories). This stimulates hunger and causes the person eating low-sugar foods to overcompensate by eating a higher number of calories later on.
And so, between nutritive mismatch and fortification, we’ve unknowingly created the ideal conditions for obesity. At least that’s the argument of the book.
Of course, it could just be that the fortified foods taste better. Regardless of the impact or not of vitamins, the blending of carbs and fats into artificially tasty concoctions not found in nature may be the only explanation we need for why animals and humans gravitate to these unhealthier food options. We lose our urge to eat fruit—not because we’re no longer seeking out vitamins—but because fruit no longer tastes sweet enough (compared to all the added sugar we’re used to consuming).
Do we really think that if we stop fortifying processed foods with vitamins and artificial sweeteners that people will all of a sudden ditch the pizza and ice cream and start eating a more balanced diet? I think this is doubtful. Schatzker talks about the difference between “wanting” and “liking,” and that junk food triggers a desire for its consumption that is ultimately disappointing once it’s obtained. However, I’ve never once in my life been disappointed by a piece of cheesecake, which is unequivocally bad for you and also unequivocally delicious.
I’m just not sure how convincing the argument is. I think it’s probably a combination of processed foods actually tasting better (they’ve been designed and marketed to optimize taste, after all) in addition to the effects of fortification on accelerated weight gain. It truly is the perfect storm of obesity. Either way, the lesson is the same: stay away from processed foods!
This is easier said than done, of course, but to the degree that people can substitute whole foods, fruits, and veggies for processed, fortified foods, the better off they will be in terms of weight and health.
In The End of Craving, Mark Schatzker shows us how modern, processed foods essentially mimic the nutritional profiles of pig feed, which is used to optimize the rate of weight gain in pigs. How did we discover how to make our pigs as fat as possible as quickly as possible? To see how, consider an experiment run by the University of Illinois in 1954.
For this experiment, four groups of pigs were placed on different diets and their rates of weight gain were compared. The group that gained the least amount of weight were the pigs allowed to roam free on pasture, eating whatever they wanted, more or less naturally. The group that gained the most were the pigs enclosed in a confined space and fed “nutritionally-complete” pig feed, fortified with all of the vitamins and minerals they could possibly need—and then some.
The key insight of the experiment was that, in addition to the typical macro-nutrients necessary for weight gain (carbs and fats), the more vitamins the pig feed contained, the more effective it was at producing gains. It was soon discovered that it’s not only calories from fats and sugars that count; vitamins were shown to be necessary to unlock the use of those calories. Today, pigs are fed up to four times as much niacin (vitamin B3) and twenty times as much riboflavin (vitamin B2) compared to the 1950s, and they gain weight 40 percent faster.
The animal body naturally regulates its own diet to source the vitamins it needs. A pig, left free to roam, will eat a variety of foods as it seeks the required vitamins. This system—including the brain, digestive tract, nutrient sensors, and metabolic pathways—has evolved over millions of years in such a way as to drive an animal to their optional weight. But when you interrupt this process and artificially deliver all the required vitamins in a single food, the animal stops craving a variety of foods and simply eats more of the carb-and-fat loaded fortified food. Then they gain weight at an astronomical rate.
This may be good for farmers raising pigs, but it’s bad for humans. Since the 1950s, a whole host of processed foods have been fortified with vitamins, basically creating the human version of pig feed. As Schatzker wrote:
“Now imagine an American eating white bread with butter, or doughnuts, cake or crackers, or any other combination of processed carbs and fats. No matter how much of these foods this person eats, his or her brain will never detect a nutritional imbalance, thanks to government-mandated fortification. The appetite for some other food will never be awakened. Thanks to ancient government policy, Americans can consume vast amounts of calories without running out of the vitamins necessary to turn those calories into fat.”
By fortifying calorie-dense processed foods with vitamins, people have no urge to eat the fruits and vegetables typically required for those vitamins. Instead, they opt for the higher-calorie processed fats and carbs, and because they’re overloaded with vitamins, those calories are quickly and efficiently turned into fat.
And there is your explanation for the explosion in obesity we’ve witnessed, which just so happens to exactly correspond to the fortification of processed foods (human pig feed). Sure, this could be a case of “correlation doesn’t imply causation,” but considering the various animal experiments and farming practices that demonstrate how fortified foods accelerate weight gain, it’s reasonable to suppose that that’s exactly what’s happening to humans as well.
And it isn’t just the abundance of vitamins that is to blame; Schatzker also explains the phenomena of “nutritive mismatch,” which results in overeating because the signals the brain receives from sweet foods (via artificial sugars) doesn’t match their nutritive profile (lower-than-expected calories). This stimulates hunger and causes the person eating low-sugar foods to overcompensate by eating a higher number of calories later on.
And so, between nutritive mismatch and fortification, we’ve unknowingly created the ideal conditions for obesity. At least that’s the argument of the book.
Of course, it could just be that the fortified foods taste better. Regardless of the impact or not of vitamins, the blending of carbs and fats into artificially tasty concoctions not found in nature may be the only explanation we need for why animals and humans gravitate to these unhealthier food options. We lose our urge to eat fruit—not because we’re no longer seeking out vitamins—but because fruit no longer tastes sweet enough (compared to all the added sugar we’re used to consuming).
Do we really think that if we stop fortifying processed foods with vitamins and artificial sweeteners that people will all of a sudden ditch the pizza and ice cream and start eating a more balanced diet? I think this is doubtful. Schatzker talks about the difference between “wanting” and “liking,” and that junk food triggers a desire for its consumption that is ultimately disappointing once it’s obtained. However, I’ve never once in my life been disappointed by a piece of cheesecake, which is unequivocally bad for you and also unequivocally delicious.
I’m just not sure how convincing the argument is. I think it’s probably a combination of processed foods actually tasting better (they’ve been designed and marketed to optimize taste, after all) in addition to the effects of fortification on accelerated weight gain. It truly is the perfect storm of obesity. Either way, the lesson is the same: stay away from processed foods!
This is easier said than done, of course, but to the degree that people can substitute whole foods, fruits, and veggies for processed, fortified foods, the better off they will be in terms of weight and health.
July 2, 2023
The studies presented in this book are among the most fascinating that I've come across in the field of food science or healthy eating. I was floored by the implications of many of these studies and surprised that I've never heard of the majority of them. I will never look at anything that is boxed, bottled, packaged, or premade ever again. Actually, I'll never look at any food the same again. 😬 I HIGHLY recommend this to anyone interested in this topic. It is a lot more interesting than the title suggests. 5 stars
June 16, 2021
With the plethora of books on nutrition, diet, health and food disorders available, this book stands out as an entertaining and informative exploration of how we have lost the natural joy of eating.
This is not another “how-to” manual based on yet another theory or prescription for healthy eating. Rather, it is a well-researched treatise on the physiology implications of how our food supply has been manipulated and the subsequent distortion of our body’s natural wisdom regarding food. I found the distinction between “wanting” (desire) and “liking” (pleasure) particularly helpful. As the author notes, the most extreme expression of the disconnection between the two states is addiction.
One topic I found fascinating is the concept of “nutritive mismatch.” Our bodies are finely tuned to determine the usefulness of our food. When the anticipated nutritional/caloric value, primarily based on taste, is not delivered, our metabolism suffers. All the additives, preservatives and artificial sweeteners in processed foods may be great for convenience, shelf life and sales, but they leave our bodies nutritionally bankrupt, creating an “artificial, inescapable hunger.” Overconsumption and weight gain may be the unintended outcome. Ironically, the vitamins added to our food and taken religiously by so many may simply be adding fuel to the fire. While essential for converting food into useable energy, they also stimulate the appetite and encourage weight gain.
The solution? Returning to the basics of taking pleasure in the experience of eating real food – not chemically engineered products. Simple, but not necessarily easy.
I appreciated the author’s ability to weave historical perspectives with modern scientific findings. This book is definitely “food for thought” in the most positive sense.
My thanks to the author, Avid Reader Press/Simon and Schuster, and NetGalley for the privilege of reviewing a digital ARC in exchange for an independent, honest review.
.
This is not another “how-to” manual based on yet another theory or prescription for healthy eating. Rather, it is a well-researched treatise on the physiology implications of how our food supply has been manipulated and the subsequent distortion of our body’s natural wisdom regarding food. I found the distinction between “wanting” (desire) and “liking” (pleasure) particularly helpful. As the author notes, the most extreme expression of the disconnection between the two states is addiction.
One topic I found fascinating is the concept of “nutritive mismatch.” Our bodies are finely tuned to determine the usefulness of our food. When the anticipated nutritional/caloric value, primarily based on taste, is not delivered, our metabolism suffers. All the additives, preservatives and artificial sweeteners in processed foods may be great for convenience, shelf life and sales, but they leave our bodies nutritionally bankrupt, creating an “artificial, inescapable hunger.” Overconsumption and weight gain may be the unintended outcome. Ironically, the vitamins added to our food and taken religiously by so many may simply be adding fuel to the fire. While essential for converting food into useable energy, they also stimulate the appetite and encourage weight gain.
The solution? Returning to the basics of taking pleasure in the experience of eating real food – not chemically engineered products. Simple, but not necessarily easy.
I appreciated the author’s ability to weave historical perspectives with modern scientific findings. This book is definitely “food for thought” in the most positive sense.
My thanks to the author, Avid Reader Press/Simon and Schuster, and NetGalley for the privilege of reviewing a digital ARC in exchange for an independent, honest review.
.
January 5, 2022
This book should get five stars for originality and willingness to question long-established paradigms, as well as the occasional insights into what went wrong with the so-called SAD (standard American diet). However--and this is a big however--the author takes unforgivable liberties in espousing untested theories, buttressed by generalities and romanticized notions of Italian culture and eating habits. The allure of the author's theories does not withstand scientific scrutiny and is unsupported by reliable, well-designed peer-reviewed studies. I'm still glad I read the book because it encourages much needed critical thinking about SAD eating and culture, and raises important questions about their threat to health and wellbeing, but take the rest of it with a grain of salt--hoping the book won't do more harm than good in those who will accept its theories unquestioningly.
May 20, 2025
4.10/5
I find it hard to really give a non fiction book over 4.50/5; they balance a close line between objectivity and subjectivity that makes it very hard to please me as a reader. But this book did a very good job of towing that line. It was genuinely so interesting! Would def recommend if you’re interested in the obesity epidemic in America
I find it hard to really give a non fiction book over 4.50/5; they balance a close line between objectivity and subjectivity that makes it very hard to please me as a reader. But this book did a very good job of towing that line. It was genuinely so interesting! Would def recommend if you’re interested in the obesity epidemic in America
February 1, 2022
A good book that defines the problem well through describing a lot of experiments and theory, but fell short when it came to giving the average reader specific 'how-to' advice, steps we can take to curb our own craving and lose weight, eat better, etc. I did love the fact that the author cited several Canadian studies, something I see very little of in books of this kind.
March 15, 2025
This was a super interesting book, similar to “Ultra Processed People,” but with more focus on how different cultures view food and the effects of those different perspectives.
December 30, 2021
Having almost no expectations going into it - other than the fact that I am a sucker for Dan Barber and anything he recommends - I liked this book for the most part. I think it's a good read, if for nothing else then the science writing. The 4/5 stems from the lack of any concrete recommendations in the end, which is echoed in other reviews. Maybe it wouldn't have been so bothersome if the title didn't indicate a resolution or 'end'.
Anyway. Ignore the title, good read all the same.
Anyway. Ignore the title, good read all the same.
August 28, 2023
The book really made me think what I eat and what makes me hungry. I am always hungry and always trying to figure out why. This book discusses how eating the processed foods are perceived by our body's as no calories so we continue to eat even though we may have consumed many calories.
There are a lot of other research that is discussed in the book about that was very interesting. A great read!
There are a lot of other research that is discussed in the book about that was very interesting. A great read!
December 28, 2021
Lots of insightful information for those like me who can go on bingeing without really having pleasure. A refreshing take on food compulsion and overeating.
December 25, 2021
Good book to discuss with others
December 19, 2021
A compelling read about how we have created a nutrient mismatch by fortifying hour processed foods. This has exacerbated obesity around the world. We need to get back to eating slow foods that are real foods. I also think he went on a bit of a rant about plant-based meat, it’s still better than eating meat and murdering animals.
December 15, 2021
Another excellent book showing the drawbacks of processed food. Mark Schatzker points out that not all regions have additives in food or products such as flour. Are we using too many vitamins or minerals with all the additives? Are they making us fat? He has some research to show this may be one of the causes of obesity. There are other such books on the market. One can only hope that in time the consumer will ask for food raised closer to home and without so much help from "man".
November 29, 2021
This was an extremely interesting book and the author raises some very intriguing points, but he has almost no follow through. He also seems to have large blinders on when it comes to real health vs how we look. He talks about weight as the end-all-be-all of health but doesn't really mention actual health.
Do the people in northern Italy live longer lives, do they get metabolic diseases at the same rate, do they have health issues that Americans don't have? I mean, he let us know that we won't get pellagra either way. Weight and bad health are correlated, but there is not proof (at least not yet) that just being overweight is the cause of bad health. From the studies conducted so far, it seems like the thing that causes some or most people be overweight or obese also causes those people to have bad health. Additionally, I have seen many studies that show that being a bit "overweight" is actually protective, but that is never addressed in this book. Schatzker starts with the given that being overweight is very bad and never addresses any arguments against that stance. He sites a single study that shows that people can lose weight on any diet at all, but never talks about the health of the participants.
A big problem in the history of diet and science in the western world can be found in the 7 countries study. The problem was that only the countries that happened to fit the conclusion Ancel Keys wanted were included. Countries that didn't fit were actively excluded. So I ask, is Northern Italy the only place in the world people eat food Americans consider unhealthy but that also don't have food additives (fake fats, fake sugar, added vitamins)? Are there any people who went from thin to fat when they adopted a western diet before flour was enriched in the 1940s? And if so, how does that impact Schatzker's hypothesis?
The other things that made this book pretty weak were that he had very little to give readers in the way of solutions. Don't eat any additives at all, only purely whole foods, maybe (but not really). He also gave no evidence that individual people can do anything to reverse the damage that has happened because of vitamins, fake fat, fake sugar, and other food additives. He didn't say either way. Possibly there is no evidence, but then a call for studies is the way to go. He just gave us this vague instruction to change things in our laws, which was super unhelpful.
Just as an aside, Schatzker was very dismissive about low carb diets and Gary Taubes in particular, Painting Taubes as a science denier and as petulant without addressing why Taubes didn't like a study that had an opposite conclusion than Taubes would expect. I have a hard time thinking that Taubes is a science denier without some proof and Schatzker just wanted us to take it on his word.
The author also said that the only person who ever wrote a book about reveling in great Italian food was Goethe. I can't believe that he did even an ounce of research about that statement and didn't see Eat, Pray, Love. I would bet that many people have written about food appreciation through out the years, in Italy particularly.
Do the people in northern Italy live longer lives, do they get metabolic diseases at the same rate, do they have health issues that Americans don't have? I mean, he let us know that we won't get pellagra either way. Weight and bad health are correlated, but there is not proof (at least not yet) that just being overweight is the cause of bad health. From the studies conducted so far, it seems like the thing that causes some or most people be overweight or obese also causes those people to have bad health. Additionally, I have seen many studies that show that being a bit "overweight" is actually protective, but that is never addressed in this book. Schatzker starts with the given that being overweight is very bad and never addresses any arguments against that stance. He sites a single study that shows that people can lose weight on any diet at all, but never talks about the health of the participants.
A big problem in the history of diet and science in the western world can be found in the 7 countries study. The problem was that only the countries that happened to fit the conclusion Ancel Keys wanted were included. Countries that didn't fit were actively excluded. So I ask, is Northern Italy the only place in the world people eat food Americans consider unhealthy but that also don't have food additives (fake fats, fake sugar, added vitamins)? Are there any people who went from thin to fat when they adopted a western diet before flour was enriched in the 1940s? And if so, how does that impact Schatzker's hypothesis?
The other things that made this book pretty weak were that he had very little to give readers in the way of solutions. Don't eat any additives at all, only purely whole foods, maybe (but not really). He also gave no evidence that individual people can do anything to reverse the damage that has happened because of vitamins, fake fat, fake sugar, and other food additives. He didn't say either way. Possibly there is no evidence, but then a call for studies is the way to go. He just gave us this vague instruction to change things in our laws, which was super unhelpful.
Just as an aside, Schatzker was very dismissive about low carb diets and Gary Taubes in particular, Painting Taubes as a science denier and as petulant without addressing why Taubes didn't like a study that had an opposite conclusion than Taubes would expect. I have a hard time thinking that Taubes is a science denier without some proof and Schatzker just wanted us to take it on his word.
The author also said that the only person who ever wrote a book about reveling in great Italian food was Goethe. I can't believe that he did even an ounce of research about that statement and didn't see Eat, Pray, Love. I would bet that many people have written about food appreciation through out the years, in Italy particularly.
November 8, 2021
I really enjoyed this book!
A blend of food science, behaviour studies & psychology with vividly entertaining historical anecdotes packaged in an investigative journalism storytelling way that carries you along through the author’s multitude of research. This isn’t a how-to manual, it doesn’t claim to have an radical answers or fixes for longevity or poor health. It’s more of an exploratory journey showing what craving *is*, why it could be contributing to the obesity epidemic, and offering some research as to historical foundations of altered craving.
It found it wildly interesting. How the author laid out his research was really engaging - he does a really good job of connecting his points, bringing together studies and concepts that don’t seem linear. My favourite sections were his retelling of a number of historical studies done, about how we got to where we are with behaviour science, and I was also completely engrossed in the information about food science - have you heard of Creamfibre 7000? I hadn’t either!!
The book does seem to end fairly abruptly- a quick conclusion pointing us back to common wisdom and key messages from numerous health advisors (ie unprocess your diet). The acknowledgments share with the reader his own scary health issues, and make me wonder if that’s why the book is wrapped up so quickly? While I don’t agree with everything in the book, I think he makes a number of unique and important points, and is a really great nonfiction storyteller. I would definitely read more from this author in the future, and I can’t stop sharing about what I read in conversation.
Many thanks to Simon & Schuster Canada for a gifted ARC. All opinions are my own.
A blend of food science, behaviour studies & psychology with vividly entertaining historical anecdotes packaged in an investigative journalism storytelling way that carries you along through the author’s multitude of research. This isn’t a how-to manual, it doesn’t claim to have an radical answers or fixes for longevity or poor health. It’s more of an exploratory journey showing what craving *is*, why it could be contributing to the obesity epidemic, and offering some research as to historical foundations of altered craving.
It found it wildly interesting. How the author laid out his research was really engaging - he does a really good job of connecting his points, bringing together studies and concepts that don’t seem linear. My favourite sections were his retelling of a number of historical studies done, about how we got to where we are with behaviour science, and I was also completely engrossed in the information about food science - have you heard of Creamfibre 7000? I hadn’t either!!
The book does seem to end fairly abruptly- a quick conclusion pointing us back to common wisdom and key messages from numerous health advisors (ie unprocess your diet). The acknowledgments share with the reader his own scary health issues, and make me wonder if that’s why the book is wrapped up so quickly? While I don’t agree with everything in the book, I think he makes a number of unique and important points, and is a really great nonfiction storyteller. I would definitely read more from this author in the future, and I can’t stop sharing about what I read in conversation.
Many thanks to Simon & Schuster Canada for a gifted ARC. All opinions are my own.
April 8, 2022
There were very interesting anecdotes, and it seemed to be well-researched.
But I am very disappointed in what I learned, and didn’t learn reading this. I’m trying to figure out when the “end” of craving was introduced.
There are some things I think might help based on the research, like cutting out highly-processed foods and extra vitamins, but I’m not sure if that means all or some. If I still eat enriched cereal will I ever get over my cravings? What if there are some highly-processed foods that actually fit into the category of “liking” to me?
How does someone without unlimited income afford pasture-raised meat and dairy? Do I have to make absolutely everything from scratch, and if so, can I even find unadulterated ingredients in the grocery store? Some practical advice would have gone a long way here. Even when suggestions are given, they are almost immediately retracted, in some cases by the very questions I’ve raised here.
What I’m saying is that the title of this book is very misleading. I gained knowledge reading it. I have a better understanding of how our food policy and culture leads to craving and thus, overeating, but I am barely wiser about how to actually end craving.
But I am very disappointed in what I learned, and didn’t learn reading this. I’m trying to figure out when the “end” of craving was introduced.
There are some things I think might help based on the research, like cutting out highly-processed foods and extra vitamins, but I’m not sure if that means all or some. If I still eat enriched cereal will I ever get over my cravings? What if there are some highly-processed foods that actually fit into the category of “liking” to me?
How does someone without unlimited income afford pasture-raised meat and dairy? Do I have to make absolutely everything from scratch, and if so, can I even find unadulterated ingredients in the grocery store? Some practical advice would have gone a long way here. Even when suggestions are given, they are almost immediately retracted, in some cases by the very questions I’ve raised here.
What I’m saying is that the title of this book is very misleading. I gained knowledge reading it. I have a better understanding of how our food policy and culture leads to craving and thus, overeating, but I am barely wiser about how to actually end craving.
November 15, 2021
I would like to thank the publisher and Netgalley for allowing me to read this book in exchange for an honest review.
The End of Craving is an entertaining, easy read on the author's journey into one possible cause of obesity in America. It certainly gave me a lot to think about.
The only thing I would change would be to add the references at the end of each chapter, to allow the reader to easily consult them. In a printed form, it doesn't bother me, but in an ebook, it is very disruptive to go back and forth. But I understand that this editorial choice would have been made to make the reading experience smoother for the reader.
Overall, a great read!
The End of Craving is an entertaining, easy read on the author's journey into one possible cause of obesity in America. It certainly gave me a lot to think about.
The only thing I would change would be to add the references at the end of each chapter, to allow the reader to easily consult them. In a printed form, it doesn't bother me, but in an ebook, it is very disruptive to go back and forth. But I understand that this editorial choice would have been made to make the reading experience smoother for the reader.
Overall, a great read!
December 31, 2021
This is Nonfiction/Health. I'm torn between 3 and 4 stars. This felt like half a book. When it ended it felt like there should gave been some applicable suggestions or maybe a directional neon sign.
Now with that said, I absolutely loved the science behind this. The studies were my favorite part. I also liked where the author went with it. It just needed some direction at the end. So I'll round up to 4 for the overall message.
Now with that said, I absolutely loved the science behind this. The studies were my favorite part. I also liked where the author went with it. It just needed some direction at the end. So I'll round up to 4 for the overall message.
December 28, 2021
Good theory overall, but, it can not be taken even mildly seriously without further validation of claims. If true, it could be be very useful.
March 9, 2023
Other reviews give a much better detailed summary of the book contents.
I enjoyed the historical examination of how food scientists for both the human and farm animal populations have encountered and tried to combat problems of vitamin deficiencies and then later of overnutrition. The idea of examining ways of feeding livestock and comparing it to human diets is an uncommon angle that I suspect most authors don't take due to the risk of offending their audience, so I enjoyed the novel comparisons of feeding techniques.
In his background research for this book the author also spoke with many therapists who specialize in treating eating disorders. It was interesting to learn about the techniques they use (E.g. cue therapy for the bag of chips and contrasting it with a manufactured sensory experience for a higher quality praline). The additional comparison of eating to gambling was also an angle of approach I haven't encountered before.
Overall the author's viewpoint on what the 'right' diet is seems to most closely mirror those of the whole trust your body and eat natural foods, but eat whatever tour body tells you instead of following macros. The difference is that instead of taking a whole handwavy mental wellness or loose blind trust in your body approach, he speaks about results observed in human and animal research to argue that your stomach is able to measure the calories and macros / vitamins intake and prompt your body to feel cravings for any fruits or vegetables that may contain the nutritional deficiencies your body lacks.
Another hot take is a mild commentary on the keto movement as well, going a step further than just saying that grains are bad, but rather the grains we have available to us in modern society is bad because it has been enriched to be a very efficient fuel (calorie) source, and how in the past your body may not have all the resources needed to digest and convert all of the consumed grain into calories without supplementing with vegetables etc.
The author is very thorough in examining different possible angles of approach to the obesity epidemic but also more or less leaves us with an 'it's complicated' conclusion which some may not like.
I enjoyed the historical examination of how food scientists for both the human and farm animal populations have encountered and tried to combat problems of vitamin deficiencies and then later of overnutrition. The idea of examining ways of feeding livestock and comparing it to human diets is an uncommon angle that I suspect most authors don't take due to the risk of offending their audience, so I enjoyed the novel comparisons of feeding techniques.
In his background research for this book the author also spoke with many therapists who specialize in treating eating disorders. It was interesting to learn about the techniques they use (E.g. cue therapy for the bag of chips and contrasting it with a manufactured sensory experience for a higher quality praline). The additional comparison of eating to gambling was also an angle of approach I haven't encountered before.
Overall the author's viewpoint on what the 'right' diet is seems to most closely mirror those of the whole trust your body and eat natural foods, but eat whatever tour body tells you instead of following macros. The difference is that instead of taking a whole handwavy mental wellness or loose blind trust in your body approach, he speaks about results observed in human and animal research to argue that your stomach is able to measure the calories and macros / vitamins intake and prompt your body to feel cravings for any fruits or vegetables that may contain the nutritional deficiencies your body lacks.
Another hot take is a mild commentary on the keto movement as well, going a step further than just saying that grains are bad, but rather the grains we have available to us in modern society is bad because it has been enriched to be a very efficient fuel (calorie) source, and how in the past your body may not have all the resources needed to digest and convert all of the consumed grain into calories without supplementing with vegetables etc.
The author is very thorough in examining different possible angles of approach to the obesity epidemic but also more or less leaves us with an 'it's complicated' conclusion which some may not like.
This entire review has been hidden because of spoilers.
July 27, 2022
This book is so informative and fascinating. It answers questions like “why is America growing in obesity?” “Is the low-carb diet for me?” and “what is wrong with me that I can’t stop gaining weight?”. There is a lot of science in this book, presented in manageable tidbits, that explain what’s going on with our brains and bodies, and how our current American food system is messing with that. This book is revolutionary! I would give this book 5 stars, except I am left to glean for myself how to move forward. It ended right when I was expecting some practical advice of how to approach food in support of what I know now.
So here are my general take-always:
*there is a “wanting” piece and there is a “liking” piece to eating, and eating highly processed foods can mess up our brain’s ability to communicate with us
*niacin, thiamin and other vitamins added to food help us gain weight. That’s the job they’re supposed to do. It’s how farmers get pigs to market so quickly. Eating processed foods means we get more of those vitamins than needed, and that helps us gain more weight.
*substituting sugar or fat creates a nutritional mismatch in our brain, so it actually won’t process it as a source of fuel (leaving calories on the table and the fuel unused in our body).
*The brain handles the uncertainty of the many nutritional mismatches (ice cream, bread, desserts, anything with maltodextrin or whey protein or so many other things) by increasing cravings, what it’s designed to do to keep us alive in times of potential loss.
*I’ll be looking at my recipes and pantry. Trying to incorporate more whole foods and items made from scratch without added vitamins. Trying to avoid fat and sugar substitutions.
So here are my general take-always:
*there is a “wanting” piece and there is a “liking” piece to eating, and eating highly processed foods can mess up our brain’s ability to communicate with us
*niacin, thiamin and other vitamins added to food help us gain weight. That’s the job they’re supposed to do. It’s how farmers get pigs to market so quickly. Eating processed foods means we get more of those vitamins than needed, and that helps us gain more weight.
*substituting sugar or fat creates a nutritional mismatch in our brain, so it actually won’t process it as a source of fuel (leaving calories on the table and the fuel unused in our body).
*The brain handles the uncertainty of the many nutritional mismatches (ice cream, bread, desserts, anything with maltodextrin or whey protein or so many other things) by increasing cravings, what it’s designed to do to keep us alive in times of potential loss.
*I’ll be looking at my recipes and pantry. Trying to incorporate more whole foods and items made from scratch without added vitamins. Trying to avoid fat and sugar substitutions.
February 18, 2022
I loved this author’s previous book (“The Dorito Effect”) but was somewhat disappointed in this one. The takeaway, like that of the previous book, is to eat real food, ideally cooked in traditional ways. That’s easy to agree with. Like the previous book, this book presents a good case for avoiding processed food because of nutritive mismatch: fake flavors and sweeteners make your body expect different macro/micronutrients than what it receives, which can lead to overconsumption and problems metabolizing the food.
The present book focuses on two additional concepts. The first is the difference between “wanting” (craving, driven by dopamine) and “liking.” Binge eating and other addictions are problems of wanting, not liking. Had I not just read two other books about dopamine (“The Molecule of More” and “Come as you are”), I might have found this part more surprising, though others might appreciate the research into quelling wanting.
The second new concept is intriguing: some researchers hypothesize that taking vitamins prevents humans from seeking out novel foods, and that we’re heavier as a result. The author describes the hypothesized mechanism and points to a few studies: one observational study linking flour fortification in the US in the 1940s to a rise in obesity, and a few other animal studies in which animals (like pigs) gained more weight when given vitamin supplements than when allowed to choose food freely. It’s a leap to go from observational studies of mostly B-vitamins to “all vitamins are bad,” but the author makes a compelling case for the need to investigate this further.
The present book focuses on two additional concepts. The first is the difference between “wanting” (craving, driven by dopamine) and “liking.” Binge eating and other addictions are problems of wanting, not liking. Had I not just read two other books about dopamine (“The Molecule of More” and “Come as you are”), I might have found this part more surprising, though others might appreciate the research into quelling wanting.
The second new concept is intriguing: some researchers hypothesize that taking vitamins prevents humans from seeking out novel foods, and that we’re heavier as a result. The author describes the hypothesized mechanism and points to a few studies: one observational study linking flour fortification in the US in the 1940s to a rise in obesity, and a few other animal studies in which animals (like pigs) gained more weight when given vitamin supplements than when allowed to choose food freely. It’s a leap to go from observational studies of mostly B-vitamins to “all vitamins are bad,” but the author makes a compelling case for the need to investigate this further.
July 9, 2022
It's well researched, yet, colloquial enough for layman understanding. Conclusions are based on the research. It seems that average weight in the USA is up twenty lbs over the last thirty years. To blame, possibly, excessive industry wide practical of adding vitamins. This is compounded by the already enriched flour and rice as a prevention for pellagra, or niacin deficit. He questions the necessity for that. But, in the south, flour is paramount. That's where the highest obesity is. He reviews many experiments done with rats, prisoners, conscientious objectors, volunteers, plus, treatments for morbidly obsess in Germany, for example. He explains, wanting a food vs the actual experience. The best attitude and food behavior exists in Italy, especially Northern. They did not enrich flour after the pellagra cause discovery. In fact, they have strict standards on food, real food. Whereas, our markers are new replete with artificial stuff, like yukky faux meat. This is just memory, so I suggest reading the book. It's not a tedious time, but surprisingly informative without preaching ie being didactic.
April 10, 2024
Fascinating book! I learned a lot about the history of food, particularly fortifying food in the US. The author definitely emphasizes evolution as it relates to how and why humans eat (which is why I rated this as 4 stars), but this does not have to detract from the main message of the book. I want to slow down and enjoy everything I eat!
June 27, 2024
"The End of Craving" is a bit of a wild ride. What I respect about Mark Schatzker is that like Goethe his hero, he doesn't shy away from an original thought. There's something fascinating about the way he leaps from studies on nutritional mismatch to Kahnemann's idea of loss aversion to develop a theory about the neuropsychology of obesity. However, with great mental leaps come great responsibility. Whereas the first half of the book feels thoroughly researched, supported by studies I found highly illuminating, the latter half tends to forget its receipts. The segue on excess vitamins potentially *causing* obesity because they play a role in energy production is really just qualified bullshit. The fact that vitamins play a role in metabolism doesn't mean that eating more vitamins causes more uhh...metabolism. As Schatzker so often does, he needs to give the human body more credit here. Similarly, there are just way too many confounders at play to draw a direct link between food insecurity and obesity, as Schatzker rather offhandedly does. These parts felt really amateurish.
Nevertheless I enjoyed the book! Having given a course on nutrition myself, I found what Schatzker was serving to be pretty much in line with the research I've come across. If there's one thing most experts agree on (and really, they hardly agree on anything in this realm) it's that eating less bullshit is generally a good idea. While the book is very light on prescriptions and oddly waxy and ambiguous when it comes to its inevitable "now what" conclusions, I definitely feel inspired to make some changes in the way I eat, and the way I feed my kids. So kudos to you on that, Mark. The next time I dine at a trattoria, I will be thinking of Goethe. And it's all thanks to you, kid.
Nevertheless I enjoyed the book! Having given a course on nutrition myself, I found what Schatzker was serving to be pretty much in line with the research I've come across. If there's one thing most experts agree on (and really, they hardly agree on anything in this realm) it's that eating less bullshit is generally a good idea. While the book is very light on prescriptions and oddly waxy and ambiguous when it comes to its inevitable "now what" conclusions, I definitely feel inspired to make some changes in the way I eat, and the way I feed my kids. So kudos to you on that, Mark. The next time I dine at a trattoria, I will be thinking of Goethe. And it's all thanks to you, kid.
July 24, 2024
The beginning was meh, the middle was good, the end was okay. I feel like it definitely had some interesting things in it that I hadn’t heard before. Very interesting to hear about how your body processes artificial fats and sugars. But he had some points about things that I wasn’t quite sure if they could be true. Wasn’t the best health book I’ve read, wasn’t the worst.
January 15, 2024
i ate it up so fast! loved the studies & examples the author refers to
May 6, 2025
A really interesting book that explores many paths that lead to the American obesity landscape, and offers some invaluable insight at the end: slow down and enjoy your food, damn it. 😂
January 1, 2022
Very intriguing science, but I am left with the same feeling I have after reading about climate change or sweat shops: how do I change on a personal level if what is most accessible to me is the root of the problem? I feel that the book presented a lot of information and study results without really explaining how we could meaningfully change our relationship with food in North America to be both nutritionally sound and natural.
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