OBJECT LESSONS is a book series that looks at an everyday idea or product, and explores it more in-depth. And there is a lot more than meets the eye when it comes to the ordinary hamburger, posits author Carol J. Adams.
I appreciated the lens through which burger culture, advertising, history and future was appraised. Adams is both a feminist and a vegan, and I think that she could take a more clear-eyed, critical look at the burger than could an author who does not identify in these ways. In short, I think she was just the right person to write this book.
What is a hamburger? The ubiquitous fast-food burger owes its existence to the mechanization of meat and factory farming. The highly subsidized industry makes burgers cheap and the industrial-style approach to agriculture makes them identical and predictable. Adams notes that the largest portion of fast-food beef is made from “retired” dairy cows. She quotes a dairy farmer: “I like the way cows finish. They go right from productivity to death. One day they’re productive animals and the next day they’re hamburger.” (So if you’re wondering why a person might go from vegetarian to vegan…)
But the meat industry isn’t just an unpleasant place for animals. Slaughterhouses have a workforce turnover rate of nearly 100% per year. Writer Eric Schlosser identified meatpacking as the most dangerous job in the US, with injury rates three times higher than those in a typical American factory.
Adams draws from her credentials as a feminist author in particular looking at how hamburgers are marketed. From Burger King’s “manly men” roaring that they won’t eat “chick food” to the blatant sexual imagery of Carl’s Jr. ads, there’s a lot to draw from on this topic. One of “Hustler”’s most infamous covers showed a woman’s leg going into a hamburger grinder, and Adams spends some time talking about the cultural imagery of the meat grinder. (Not long ago, I saw a patron in my library wearing a t-shirt from a regional burger chain. It pictured a meat grinder with the word “MOOOO” going in one end and “MMMMM” coming out the other. I mused on this—is this what average America likes? Is the idea of an animal going into a grinder—alive, no less—funny, appetizing, appealing? I don’t know.)
From mad cow disease to e.coli to global warming, the hamburger has had a lot of criticism thrown at it over the years, a lot to atone for. Yet the machine still keeps grinding away, and people keep on buying the product. Adams says that the hamburger, and I would argue meat in general, is a “Teflon” product. It rebounds from crisis after crisis; all criticisms just slide off it.
But this is a book not just about hamburgers, but all burgers. Those who assume the veggieburger is a product of the 60s, 70s, 80s or even later are way off. The first sighting of a veggieburger-type product is from the late 19th century! Meat rations during wartime also accelerated the growth of meat-free meats. Adams reproduces an ad from 1941 for a variety of plant-based meats for the Lenten season. (Ironically, I live in a part of the country with a lot of Lent observers, and restaurants and grocery stores all go berserk with fish—even though I can say with confidence that veggie meats are a hell of a lot better than they were in 1941. The only places that heavily push actual vegetarian items are the pizza shops—if only because most Americans won’t accept fish on pizza.)
Yet, the communities developing vegetarian burgers and other meats in America soldiered on, before finally becoming (somewhat) visible in the 1980s and 90s. Adams called it a “largely invisible community with a largely invisible economy.” I would argue that it is still this way, to a degree. There are some incredible vegan products out there—yes, even in the grocery and big-box stores and restaurants folks patronize daily—yet most people remain completely unaware of them.
Indeed, the meat industry seems to thrive on the human tendency toward inertia and force of habit. BURGER reproduces a few ads from the 80s and 90s for various veggieburgers—I enjoyed the nostalgia, and I also realized that this is where most omnivores’ conception of these products seem to be stuck. (I’ve had people tell me that they tried a veggieburger 15 or 20 years ago and didn’t like it—this is as maddening as someone saying they tried using the Internet 15 or 20 years ago and didn’t like it—so they never used a computer again.)
While many omnis have an outdated view of bland, grainy sandwiches, the vegan meat industry continues to grow and innovate by leaps and bounds. Meanwhile we have vegan burgers that sizzle, bleed….before you know it, they’ll be crying real tears and saying “ma-ma.”
How will the future burger be produced? Will it be made of plants? Or will it be made in the laboratory, “growing” animal muscle sans the animal herself? The founder of Beyond Meat compares the growth in plant-based and “clean meat” tech to the cellphone displacing the landline telephone. “I was struck by the idea that we’ve innovated and removed bottlenecks in every part of industry but not in agriculture.”
While opponents of plant-based and clean meats draw upon fears of technology and change, the beef hamburger exists now because of technology. There’s nothing more “natural” about it than a non-meat burger. From the feedlot to the rapid line of the slaughterhouse to the process of grinding the flesh and fat and forming it into patties itself, it’s all mechanization and technology. The antibiotics and hormones injected into nearly every cow to promote growth and hold off disease, technology once again.
Whether the reader is omnivore or vegan, there’s a lot of food for thought in BURGER.