Day 037 - 14 Oct 94 - Page 40
1 MR. RAMPTON: It is probably my fault that I have not
2 identified this document. I do not carry Mr. Kroc's
3 biography around in my back pocket.
4
5 MR. JUSTICE BELL: It is probably far too big for your back
6 pocket, Mr. Rampton! Identify which page it is and where
7 on the page, so we can find it.
8 A. It is page 144.
9
10 MR. MORRIS: If you read out the relevant section.
11 A. The basic idea here is that Mr. Kroc innovated, if
12 that is the right word to use, quite an important element
13 of food processing, prior food processing, before the food
14 actually reached the stores or shops, notably pre-peeling
15 and pre-blanching. From that initiative taken by
16 Mr. Kroc ----
17
18 Q. Could you read out the actual quote?
19 A. OK. Can I just finish by saying, from that initiative
20 taken by Mr. Kroc ----
21
22 MR. JUSTICE BELL: I think it is when Steve comes into the
23 picture; it is the first 3 complete paragraphs, is it not?
24 A. Yes. It runs down really until the end of the first
25 complete paragraph on page 145.
26
27 MR. MORRIS: Will you read out what you believe is the most
28 significant sentence, or whatever, and then your
29 conclusions?
30 A. Well, the middle paragraph I suppose I would read,
31 which is the third paragraph on page 144: "There were
32 diehards in our organisation who thought that the only
33 good french fry was made from a fresh potato. For them
34 there was something mysterious, almost sacred, in the
35 rites of peeling, washing the starch out, and blanching.
36 I was to blame for this attitude, I suppose, because I had
37 put so much emphasis on it, and I insisted that our
38 classes at Hamburger U" -- that is short for university --
39 "make it a ritual."
40
41 What was happening there was the beginnings of the use of
42 processed food as opposed to fresh food and the
43 application of the sugar spray is part, is a continuation
44 of that process.
45
46 Q. Presumably, once it is arriving in a frozen form in the
47 factory that is doing that, the possibility of the sugar
48 spray or any other process can be considered?
49 A. I think it is fair to consider processed food to be
50 termed synthetic, if you wish to do that. It is not a
51 term I would use if I was advising a client on their
52 marketing strategy or advertising company, but it is fair
53 to do so if you are seeking to bring out the adverse
54 qualities of the food rather than the positive qualities.
55
56 Q. Just on that whole passage, he had actually, from this
57 passage, seemed to prefer the previous fresh potato?
58 A. Yes.
59
60 Q. But he goes on to say: "But for an operator to insist on
