Cheapness and ignorance are mutually reinforcing. And it's a short way from not knowing who's at the other end of your food chain to not caring - to the carelessness of both producers and consumers.
("The Omnivore's Dilemma: A Natural History of Four Meals")
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The big journals and Nobel laureates are the equivalent of Congressional leaders in science journalism.
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As the price of gas goes up, people will become more conscience of how much they use.
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