Beans, beans, the magical fruit; The more you eat, the more you toot. The more you toot, the better you feel, So eat some beans for every meal! I remember this lyric from my childhood. I remember chanting it with other kids, and how we cracked up about anything related to farts. My kids are in the same age range now. I’m not sure they know the rhyme. But they know how hilarious farts are. Most of what I knew about beans came from that lyric. It’s like an anti-bean advertisement memorized my millions of kids. It’s been a nightmare for the bean industry. These little bits of culture frame our perceptions, and framing matters. Years ago I read Mindless Eating , by Brian Wansink. He describes a number of fascinating studies showing the impact of perception on eating. One of my favorite had to do with wine. Wansink and his team presented people with red wine at a wine and cheese party. Half of the people got the ‘real’ thing, a California wine. The other half received the exact sam
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