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Through the process, the trimmings are heated to about 100 degrees to soften the fat, then placed in a centrifuge to separate the lean from fat. The lean product is treated with ammonium hydroxide to eliminate potential E. coli contamination and to enhance food safety. The lean, finely textured beef is then mixed with typical ground meat. Fast food burgers, school lunches and supermarket meat cases all carried ground meat containing the product with little notice. After all it was a scientifically sound process that made beef production more sustainable by capturing more of the available protein.

But this product had an image problem. One inspector dubbed the processed meat "pink slime." Celebrity chef Jamie Oliver depicted the centrifuge process using a washing machine.

On March 6, 2012, Siegel wrote a blog abut the topic and started an online petition at . "Tell USDA to Stop Using Pink Slime in School Food!" The next day, ABC News picked up the story and it went viral. An issue that had attracted no mainstream media attention in more than a decade moved at warp speed in the digital domain. Millions shared the story, which was often accompanied by an inaccurate picture of what was allegedly the product in question, on Facebook and Twitter.

A gut-level revulsion kicked in. As the phrase "pink slime" skyrocketed in internet searches and public conversations, American consumers expressed disgust about the process and refused to buy it.

"I think you all know the I didn't have the slightest clue what I was about to unleash," Siegel wrote on her blog." (p76)

... Golden Rice was developed decades ago through genetic modification, producing a rice plant that synthesizes Vitamin A, a micronutrient that is often deficient in the diets of the very poor around the world. This is exactly the type of innovation that could sustainably improve the lives of many. However, pressure from activists and other factors have prevented Golden Rice from reaching the market. This is a travesty that should not be repeated. (p91)

In 1980, the average dairy cow produced 1400 gallons of milk per year. Now, she gives about 2500 gallons of milk. (p35)

If you wanted to make a chicken dinner in 1960, you would have given the farmer nearly nine pounds of feed and come back in 65 days to get your chicken. Now, you would only need to give the farmer six pounds of feed and your chicken will be ready for the flying pan in just 33 days. You also have much better odds of getting to enjoy your chicken dinner. Improvements in animal health and production practices have reduced the mortality rates for poultry by 50 percent. (p36)

The poultry industry has been very successful producing more with less. The average broiler chicken weighs about two and a half times what it did in 1925. Today's birds also reach full market weight in less than half the time. (p91)

The amount of land used per capita to produce all the meat, milk, poultry and eggs in the United States declined by two-thirds from 1962 to 2010. (p91)