Michael Moss quotes:

Every time the good giants try to cut back on salt, sugar, fat calories, inevitably Wall Street raises its hand and is looking at the sales figures and the revenue and saying, 'Thou shalt not result in any loss of profit.' There's huge continuing pressure on the food companies.

Pressed by the Obama administration and consumers, Kraft, Nestle, Pepsi, Campbell and General Mills, among others, have begun to trim the loads of salt, sugar and fat in many products.

Health messages are simply overwhelmed, in volume and in effectiveness, by junk-food ads that often deploy celebrities or cartoon characters to great effect. We may know that eating fruits and vegetables is good for us, but the preponderance of the signals we get - and especially the signals children get - push us in the direction of junk food.

It's not just a matter of poor willpower on the part of the consumer and a give-the-people-what-they-want attitude on the part of the food manufacturers. What I found, over four years of research and reporting, was a conscious effort... to get people hooked on foods that are convenient and inexpensive.

The biggest hits - be they Coca-Cola or Doritos - owe their success to complex formulas that pique the taste buds enough to be alluring but don't have a distinct, overriding single flavor that tells the brain to stop eating.

Every year, the average American eats as much as 33 pounds of cheese. That's up to 60,000 calories and 3,100 grams of saturated fat. So why do we eat so much cheese? Mainly it's because the government is in cahoots with the processed food industry.

Companies are experimenting with replacing sodium chloride with potassium chloride, because most of the health problems come from sodium. It works for some products, but if you diminish the amount of sodium, people want sugar and fat instead.

Every one of our 10,000 taste buds is wired for sugar. But we aren't born liking salt - we develop a taste for it at about 6 months.

Some of the largest companies are now using brain scans to study how we react neurologically to certain foods, especially to sugar. They've discovered that the brain lights up for sugar the same way it does for cocaine.

The playing field is anything but level when you walk into the grocery store. So much government subsidy goes into processed foods. Even when you're well-meaning as a parent or a shopper for yourself, you can't help but be pulled toward the highly processed food.

As I spoke with scientists about the way fat behaves, I couldn't resist drawing an analogy to the realm of narcotics. If sugar is the methamphetamine of processed food ingredients, with its high-speed, blunt assault on our brains, then fat is the opiate, a smooth operator whose effects are less obvious but no less powerful.

That is the one single word that the food industry hates: 'addiction.' They much prefer words like 'crave-ability' and 'allure.'

The optimum amount of sugar in a product became known as the 'bliss point.' Food inventors and scientists spend a huge amount of time formulating the perfect amount of sugar that will send us over the moon and send products flying off the shelves.

One reason that we eat processed foods is the decline of home economics. Restarting home economics classes is one of the key things we could do to get this issue moving.

The growing attention Americans are paying to what they put into their mouths has touched off a new scramble by the processed-food companies to address health concerns.

When it comes to salt, what was really staggering to me is that the industry itself is totally hooked on salt. It is this miracle ingredient that solves all of their problems. There is the flavor burst to the salt itself, but it also serves as a preservative, so foods can stay on the shelves for months.

Home economics - kids in school used to be taught how to shop, how to cook from scratch, how to be in control of their diets. Doesn't happen anymore.

Many of the Prego sauces - whether cheesy, chunky or light - have one feature in common: The largest ingredient, after tomatoes, is sugar. A mere half-cup of Prego Traditional, for instance, has the equivalent of more than two teaspoons of sugar: as much as two-plus Oreo cookies.

In a key--but commonly overlooked--aspect of obesity, weight gain can be caused by the slightest increases in consumption, if it continues day in and day out.

I'm thinking waiters and waitresses are going to be bracing for more customers coming in going, not just kind of where is that beef from, but, like, where is that vanilla from and what's up with that sunflower oil? Is it organic or not and how many pesticides?

There are powdered salts, chunked salts, salts shaped in different ways with various additives to work perfectly with processed foods. All of them are geared to increase allure.

Each year, food companies use an amount of salt that is every bit as staggering as it sounds: 5 billion pounds.

As a culture, we've become upset by the tobacco companies advertising to children, but we sit idly by while the food companies do the very same thing. And we could make a claim that the toll taken on the public health by a poor diet rivals that taken by tobacco.

I think the food giants are realizing that one of the big myths of them is that they can innovate.

They may have salt, sugar, and fat on their side, but we, ultimately, have the power to make choices. After all, we decide what to buy. We decide how much to eat.