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

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