Michael Pollan: Brevity and Humor

I love this quote from a New York Times Q&A with food and eating icon Michael Pollan:

Q.
In compiling the new food rules, was brevity important to you?

A.
Brevity is important, and humor is important. This isn’t a somber book at all. One that came through the Well blog, “Don’t buy cereals that change the color of the milk,” that’s a nice way to get at don’t buy things with strange ingredients, colors and additives. I want rules to be vivid and sticky, easy to remember. I don’t want people to have to carry the book around with them. I was looking for cultural blips that will stick in your head.

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We shoot for that sensibility at Heartwood USA.

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