Some people in the fast food industry resent the idea that Jack in the Box, which was involved in such a large outbreak of food poisoning, has a.s.sumed the mantle of leaders.h.i.+p on the issue of food safety. Theno's support for tough food safety legislation in California made him unpopular with the state's restaurant a.s.sociation. The meatpacking industry is not fond of him, either. Theno says that the industry's long-standing resistance to microbial testing is a form of denial. "If you don't know about a problem," he explained, "then you don't have to deal with it." He thinks that the problem of E. coli E. coli 0157:H7 contamination in ground beef can be solved. He has an optimistic faith in the power of science and reason. "If you put in a score-keeping system and profile these meatpacking companies," Theno says, "you can fix this problem. You can actually fix this problem in six months... This is a matter of will, not technology." Despite the meatpacking industry's claims, the solution need not be enormously expensive. The entire Jack in the Box food safety program raises the cost of the chain's ground beef by about one penny per pound. 0157:H7 contamination in ground beef can be solved. He has an optimistic faith in the power of science and reason. "If you put in a score-keeping system and profile these meatpacking companies," Theno says, "you can fix this problem. You can actually fix this problem in six months... This is a matter of will, not technology." Despite the meatpacking industry's claims, the solution need not be enormously expensive. The entire Jack in the Box food safety program raises the cost of the chain's ground beef by about one penny per pound.

a lack of recall.

THE CLINTON ADMINISTRATION'S EFFORTS to implement a tough, science-based food inspection system received an enormous setback when the Republican Party gained control of Congress in November of 1994. Both the meatpacking industry and the fast food industry have been major financial supporters of the Republican Party's right wing. Speaker of the House Newt Gingrich's Contract With America, stressing government deregulation and opposition to an increased minimum wage, fit perfectly with the legislative agenda of the large meatpackers and fast food chains. A study of campaign contributions between 1987 and 1996, conducted by the Center for Public Integrity, found that Gingrich received more money from the restaurant industry than any other congressman. Among the top twenty-five House recipients of restaurant industry funds, only four were Democrats. The meatpacking industry also directed most of its campaign contributions to conservative Republicans, providing strong support in the Senate to Mitch McConnell of Kentucky, Jesse Helms of North Carolina, and Orrin Hatch of Utah. Between 1987 and 1996, Phil Gramm, a Republican from Texas, received more money from the meatpacking industry than any other U.S. senator. Gramm is a member of the Senate Agriculture Committee, and his wife, Wendy Lee, sits on the board of IBP. to implement a tough, science-based food inspection system received an enormous setback when the Republican Party gained control of Congress in November of 1994. Both the meatpacking industry and the fast food industry have been major financial supporters of the Republican Party's right wing. Speaker of the House Newt Gingrich's Contract With America, stressing government deregulation and opposition to an increased minimum wage, fit perfectly with the legislative agenda of the large meatpackers and fast food chains. A study of campaign contributions between 1987 and 1996, conducted by the Center for Public Integrity, found that Gingrich received more money from the restaurant industry than any other congressman. Among the top twenty-five House recipients of restaurant industry funds, only four were Democrats. The meatpacking industry also directed most of its campaign contributions to conservative Republicans, providing strong support in the Senate to Mitch McConnell of Kentucky, Jesse Helms of North Carolina, and Orrin Hatch of Utah. Between 1987 and 1996, Phil Gramm, a Republican from Texas, received more money from the meatpacking industry than any other U.S. senator. Gramm is a member of the Senate Agriculture Committee, and his wife, Wendy Lee, sits on the board of IBP.

The meatpacking industry's allies in Congress worked hard in the 1990s to thwart modernization of the nation's meat inspection system. A great deal of effort was spent denying the federal government any authority to recall contaminated meat or impose civil fines on firms that knowingly s.h.i.+p contaminated products. Under current law, the USDA cannot demand a recall. It can only consult with a company that has s.h.i.+pped bad meat and suggest that it withdraw the meat from interstate commerce. In extreme cases, the USDA can remove its inspectors from a slaughterhouse or processing plant, for all intents and purposes shutting down the facility. That step is rarely taken, however - and can be challenged by a meatpacker in federal court. In most cases, the USDA conducts negotiations with a meatpacking company over the timing and the scale of a proposed recall. The company has a strong economic interest in withdrawing as little meat as possible from the market (especially if the meat is difficult to trace) and in limiting publicity about the recall. And every day the USDA and the company spend discussing the subject is one more day in which Americans risk eating contaminated meat.

The Hudson Foods outbreak revealed many of the flaws in the current USDA policies on recall. Officials at Hudson Foods were informed late in July of 1997 that its frozen hamburger patties had infected Lee Harding with E. coli E. coli 0157:H7. Because Harding had saved the box, Hudson Foods knew the exact lot number and production code of the tainted meat. The company made no effort to warn the public or to recall the frozen patties for another three weeks, until the USDA found a second box of Hudson Foods patties contaminated with 0157:H7. Because Harding had saved the box, Hudson Foods knew the exact lot number and production code of the tainted meat. The company made no effort to warn the public or to recall the frozen patties for another three weeks, until the USDA found a second box of Hudson Foods patties contaminated with E. coli E. coli 0157:H7. On August 12 the company announced that it was 0157:H7. On August 12 the company announced that it was voluntarily voluntarily recalling 20,000 pounds of ground beef, an amount determined through negotiations with the USDA. The recall seemed surprisingly small, considering that the Hudson Foods plant in Columbus, Nebraska, could produce as much as 400,000 pounds of ground beef in a single s.h.i.+ft - and that tainted patties had been manufactured, according to the product codes on their boxes, on at least three separate days in June. As food safety advocates and reporters began to question the size of the recall, it started to expand, reaching 40,000 pounds on August 13, 1.5 million pounds on August 15, and 25 million pounds on August 21. The recall eventually extended to 35 million pounds of ground beef, most of which had already been eaten. recalling 20,000 pounds of ground beef, an amount determined through negotiations with the USDA. The recall seemed surprisingly small, considering that the Hudson Foods plant in Columbus, Nebraska, could produce as much as 400,000 pounds of ground beef in a single s.h.i.+ft - and that tainted patties had been manufactured, according to the product codes on their boxes, on at least three separate days in June. As food safety advocates and reporters began to question the size of the recall, it started to expand, reaching 40,000 pounds on August 13, 1.5 million pounds on August 15, and 25 million pounds on August 21. The recall eventually extended to 35 million pounds of ground beef, most of which had already been eaten.

The USDA had not only been forced to negotiate the Hudson Foods recall, it had to rely on company officials for information about how much meat needed to be recalled. Two of those officials suggested that just a few small lots of ground beef might have been contaminated. In reality, Hudson Foods had for months been using "rework" - ground beef left over from the previous day of production - as part of its routine processing supply. It had s.h.i.+pped hamburger meat potentially contaminated with the same strain of E. coli E. coli 0157:H7 from at least May of 1997 until the third week of August, when the company voluntarily agreed to shut the plant. Brent Wolke, the manager of the Hudson Foods plant in Columbus, and Michael Gregory, the company director of customer relations and quality control, were indicted in December of 1998. Federal prosecutors claimed that the pair had deliberately misled USDA inspectors and had falsified company doc.u.ments to minimize the scale of the recall. Both men were later found innocent. 0157:H7 from at least May of 1997 until the third week of August, when the company voluntarily agreed to shut the plant. Brent Wolke, the manager of the Hudson Foods plant in Columbus, and Michael Gregory, the company director of customer relations and quality control, were indicted in December of 1998. Federal prosecutors claimed that the pair had deliberately misled USDA inspectors and had falsified company doc.u.ments to minimize the scale of the recall. Both men were later found innocent.

Once a company has decided voluntarily to pull contaminated meat from the market, it is under no legal obligation to inform the public - or even state health officials - that a recall is taking place. During the Jack in the Box outbreak, health officials in Nevada did not learn from the company that contaminated hamburger patties had been s.h.i.+pped there; they got the news when people noticed trucks pulling up to Jack in the Box restaurants in Las Vegas and removing the meat. Once the investigators realized that tainted ground beef had reached Nevada, a number of cases of severe food poisoning that might otherwise have been wrongly diagnosed were linked to E. coli E. coli 0157:H7. In 1994, Wendy's tried to recall about 250,000 pounds of ground beef without officially notifying state health officials, the USDA, or the public. The meat had been s.h.i.+pped to Wendy's restaurants in Illinois, Michigan, Minnesota, Missouri, and Wisconsin. When news of the recall leaked, Wendy's issued a press release claiming that only 8,000 pounds was being withdrawn, because it "had not been fully tested." The press release failed to mention that some ground beef from the same lot had indeed been tested - and had tested positive for 0157:H7. In 1994, Wendy's tried to recall about 250,000 pounds of ground beef without officially notifying state health officials, the USDA, or the public. The meat had been s.h.i.+pped to Wendy's restaurants in Illinois, Michigan, Minnesota, Missouri, and Wisconsin. When news of the recall leaked, Wendy's issued a press release claiming that only 8,000 pounds was being withdrawn, because it "had not been fully tested." The press release failed to mention that some ground beef from the same lot had indeed been tested - and had tested positive for E. coli E. coli 0157:H7. 0157:H7.

A subsequent investigation by c.o.x News Service reporters Elliot Jaspin and Scott Montgomery found that the USDA does not inform the public when contaminated meat is recalled from fast food restaurants. "We live in a very litigious society," Jacque Knight, a USDA spokesman explained; if every meat recall was publicly announced, companies would face problems from "everybody with a stomachache." Between 1996 and 1999, the USDA didn't tell the public about more than one-third of the Cla.s.s I recalls, cases in which consumers faced a serious and potentially lethal threat. The USDA now informs the public about every Cla.s.s I recall, but will not reveal exactly where contaminated meat is being sold (unless it is being distributed under a brand name at a retail store). State health officials have attacked the USDA policy, arguing that it makes outbreaks much more difficult to trace and puts victims of food poisoning at much greater risk. Someone infected with E. coli E. coli 0157:H7, unsure about what has caused his or her symptoms and unaware of a local outbreak, may take over-the-counter medications that make the illness much worse. 0157:H7, unsure about what has caused his or her symptoms and unaware of a local outbreak, may take over-the-counter medications that make the illness much worse.

Both the USDA and the meatpacking industry argue that details about where a company has distributed its meat must not be revealed in order to protect the firm's "trade secrets." In February of 1999, when IBP recalled 10,000 pounds of ground beef laced with small pieces of gla.s.s, the company would disclose only that the meat had been s.h.i.+pped to stores in Florida, Indiana, Michigan, and Ohio. Neither IBP, nor the USDA, would provide the names of those stores. "It's very frustrating for us," an Indiana health official told a reporter, explaining why the beef containing broken gla.s.s could not easily be removed from supermarket shelves. "If they don't give [the information] to us, there's not much we can do."

In addition to letting meatpacking executives determine when to recall ground beef, how much needs to be recalled, and who should be told about it, for years the USDA allowed these companies to help write the agency's own press releases about the recalls. After the Hudson Foods outbreak, Secretary of Agriculture Dan Glickman ended the policy of submitting USDA recall announcements to meatpacking companies for prior approval. Two years later, however, USDA officials proposed that the agency stop issuing any press releases about meat recalls, leaving that task entirely to the meatpacking industry. That proposal was never adopted. In January of 2000, the USDA decided to announce every meat recall with an official press release; the recalls are also noted on the agency's Web site. The new policy, however, has not made it any easier to learn where contaminated meat has been sold. "Press releases will not identify the specific recipients of product," the USDA directive says, "unless the supplier chooses to release the information to the public."

A recent IBP press release, announcing the recall of more than a quarter of a million pounds of ground beef possibly tainted with E. coli E. coli 0157:H7, suggests that the industry's needs and those of consumers are not always the same. "In an abundance of caution, IBP is conducting this voluntary recall," the release said on June 23, 2000, implying that the move had been prompted mainly by a spirit of corporate generosity and good will. Hamburger meat potentially contaminated with the lethal pathogen had been s.h.i.+pped to wholesalers, distributors, and grocery stores in twenty-five states. At times, the press release reads more like an advertis.e.m.e.nt for IBP than an urgent health warning. It devotes more s.p.a.ce to a description of the company's food safety program - with its "Triple Clean" slaughterhouse system and its "approved and accredited laboratories"- than to the details of how IBP managed to distribute nationwide enough suspect meat to make at least a million life-threatening hamburgers. Nowhere does the press release mention, for example, that the 0157:H7, suggests that the industry's needs and those of consumers are not always the same. "In an abundance of caution, IBP is conducting this voluntary recall," the release said on June 23, 2000, implying that the move had been prompted mainly by a spirit of corporate generosity and good will. Hamburger meat potentially contaminated with the lethal pathogen had been s.h.i.+pped to wholesalers, distributors, and grocery stores in twenty-five states. At times, the press release reads more like an advertis.e.m.e.nt for IBP than an urgent health warning. It devotes more s.p.a.ce to a description of the company's food safety program - with its "Triple Clean" slaughterhouse system and its "approved and accredited laboratories"- than to the details of how IBP managed to distribute nationwide enough suspect meat to make at least a million life-threatening hamburgers. Nowhere does the press release mention, for example, that the E. coli E. coli 0157:H7 in IBP's ground beef was first detected not by one of the firm's own accredited laboratories, not by employees at the Geneseo, Illinois, IBP plant where the meat was produced, not by USDA inspectors - but by investigators from the Arkansas Department of Health, who found the pathogen in a package of IBP ground beef at Tiger Harry's restaurant in El Dorado, Arkansas. Thirty-six people who'd recently eaten at Tiger Harry's had been sickened by 0157:H7 in IBP's ground beef was first detected not by one of the firm's own accredited laboratories, not by employees at the Geneseo, Illinois, IBP plant where the meat was produced, not by USDA inspectors - but by investigators from the Arkansas Department of Health, who found the pathogen in a package of IBP ground beef at Tiger Harry's restaurant in El Dorado, Arkansas. Thirty-six people who'd recently eaten at Tiger Harry's had been sickened by E. coli E. coli 0157:H7. Despite the discovery of tainted ground beef in the restaurant freezer, the Arkansas Department of Health could not conclusively link IBP meat to the El Dorado 0157:H7. Despite the discovery of tainted ground beef in the restaurant freezer, the Arkansas Department of Health could not conclusively link IBP meat to the El Dorado E. coli E. coli 0157:H7 outbreak. "There have been no illnesses a.s.sociated with this product," the company's press release brashly a.s.serted. IBP's voluntary recall was issued about six weeks after the ground beef's production date. By then, almost all of the questionable meat had been eaten. 0157:H7 outbreak. "There have been no illnesses a.s.sociated with this product," the company's press release brashly a.s.serted. IBP's voluntary recall was issued about six weeks after the ground beef's production date. By then, almost all of the questionable meat had been eaten.

In the aftermath of the Jack in the Box outbreak, the Clinton administration backed legislation to provide the USDA with the authority to demand meat recalls and impose civil fines on meatpackers. Republicans in Congress failed to enact not only that bill, but also similar legislation introduced in 1996, 1997, 1998, and 1999. The inability of the USDA to seek monetary damages from the meatpacking industry is highly unusual, given the federal government's power to use fines as a means of regulatory enforcement in the airline, automobile, mining, steel, and toy industries. "We can fine circuses for mistreating elephants," Secretary of Agriculture Dan Glickman complained in 1997, "but we can't fine companies that violate food-safety standards."

our friend the atom.

SURROUNDED BY PARENTS WHOSE children had died after eating hamburgers tainted with children had died after eating hamburgers tainted with E. coli E. coli 0157:H7, President Clinton announced in July of 1996 that the USDA would finally adopt a science-based meat inspection system. Under the new regulations, every slaughterhouse and processing plant in the United States would by the end of the decade have to implement a government-approved HACCP plan and submit meat to the USDA for microbial testing. Clinton's announcement depicted the changes as the most sweeping reform of the federal government's food safety policies since the days of Theodore Roosevelt. The USDA plan, however, had been significantly watered down during negotiations with the meatpacking industry and Republican members of Congress. The new system would s.h.i.+ft many food safety tasks to company employees. The records compiled by those employees - unlike the reports traditionally written by federal inspectors - would not be available to the public through the Freedom of Information Act. And meatpacking plants would not be required to test for 0157:H7, President Clinton announced in July of 1996 that the USDA would finally adopt a science-based meat inspection system. Under the new regulations, every slaughterhouse and processing plant in the United States would by the end of the decade have to implement a government-approved HACCP plan and submit meat to the USDA for microbial testing. Clinton's announcement depicted the changes as the most sweeping reform of the federal government's food safety policies since the days of Theodore Roosevelt. The USDA plan, however, had been significantly watered down during negotiations with the meatpacking industry and Republican members of Congress. The new system would s.h.i.+ft many food safety tasks to company employees. The records compiled by those employees - unlike the reports traditionally written by federal inspectors - would not be available to the public through the Freedom of Information Act. And meatpacking plants would not be required to test for E. coli E. coli 0157:H7, a pathogen whose discovery might lead to immediate condemnation of their meat. Instead, they could test for other bacteria as a broad measure of fecal contamination levels; the results of those tests would not have to be revealed to the government; and meat containing whatever organisms the tests found could still be sold to the public. 0157:H7, a pathogen whose discovery might lead to immediate condemnation of their meat. Instead, they could test for other bacteria as a broad measure of fecal contamination levels; the results of those tests would not have to be revealed to the government; and meat containing whatever organisms the tests found could still be sold to the public.

Many federal meat inspectors opposed the Clinton administration's new system, arguing that it greatly diminished their authority to detect and remove contaminated meat. Today the USDA's Food Safety and Inspection Service is demoralized and understaffed. In 1978, before the first known outbreak of E. coli E. coli 0157:H7, the USDA had 12,000 meat inspectors; now it has about 7,500. The federal inspectors I interviewed felt under enormous pressure from their USDA superiors not to slow down the line speeds at slaughterhouses. "A lot of us are feeling beaten down," one inspector told me. Job openings at the service are going unfilled for months. Federal inspectors warn that the new HACCP plans are only as good as the people running them - and that in the wrong hands HACCP stands for Have a Cup of Coffee and Pray. The Hudson Foods plant in Columbus, Nebraska, was operating under a HACCP plan in 1997 when it s.h.i.+pped 35 million pounds of potentially tainted meat. 0157:H7, the USDA had 12,000 meat inspectors; now it has about 7,500. The federal inspectors I interviewed felt under enormous pressure from their USDA superiors not to slow down the line speeds at slaughterhouses. "A lot of us are feeling beaten down," one inspector told me. Job openings at the service are going unfilled for months. Federal inspectors warn that the new HACCP plans are only as good as the people running them - and that in the wrong hands HACCP stands for Have a Cup of Coffee and Pray. The Hudson Foods plant in Columbus, Nebraska, was operating under a HACCP plan in 1997 when it s.h.i.+pped 35 million pounds of potentially tainted meat.

"We give no serious validity to company-generated records," a longtime federal inspector told me. "There's a lot of falsification going on." His view was confirmed by other inspectors, and by former meatpacking workers who were in charge of quality control. According to Judy, a former "QC" at one of IBP's largest slaughterhouses, the HACCP plan at her plant was terrific on paper but much less impressive in real life: senior management cared much more about production than food safety. The quality control department was severely understaffed. A single QC had to keep an eye on two production lines simultaneously. "I had to check the sterilizer temperature, I had to check the Cryovac temperature, I had to look at packaging, I had to note the vats - did they have foreign objects in them or not? - I had to keep an eye on workers, so they wouldn't cheat," Judy said. "I was overwhelmed with work, it was just impossible to keep up with it all." She routinely falsified her checklist, as did the other QCs. The HACCP plan would have been "fantastic" if three people had been employed doing her job. There was no way that one person could get all the tasks on the list properly done.

Though the meatpacking industry has fought almost every federal effort to mandate food safety, it has also invested millions of dollars in new equipment to halt the spread of dangerous pathogens. IBP, for example, has installed expensive steam pasteurization cabinets at all of its beef slaughterhouses. Sides of beef enter the new contraption, which blow-dries them, bathes them in 220-degree steam for eight seconds, and then sprays them with cold water. When used properly, steam pasteurization cabinets can kill off most of the E. coli E. coli 0157:H7 and reduce the amount of bacteria on the meat's surface by as much as 90 percent. But an IBP internal corporate memo from 1997 suggests that the company's large investment in such technologies has been motivated less by a genuine concern for the health and well-being of American consumers than by other considerations. 0157:H7 and reduce the amount of bacteria on the meat's surface by as much as 90 percent. But an IBP internal corporate memo from 1997 suggests that the company's large investment in such technologies has been motivated less by a genuine concern for the health and well-being of American consumers than by other considerations.

"We have been informed that carca.s.ses in your plant are occasionally being delayed for extended periods of time on the USDA outrail for final disposition (up to 6 hours)," the IBP memo began. It was sent by the company's vice president for quality control and food safety to the plant manager at the Lexington, Nebraska, slaughterhouse. It warned that the longer a carca.s.s remains on the outrail, the harder it is to clean. With every pa.s.sing minute, bacteria grows more firmly attached and difficult to kill. "This delayed carca.s.s deposition," the memo emphasized, "is of concern and is cause for extraordinary actions regarding such affected carca.s.ses." When carca.s.ses sat for half an hour on the outrail, supervisors were instructed to find the cause for the delay. When carca.s.ses sat for an hour, supervisors were told to spray the meat with a special acid wash. Carca.s.ses that sat for longer than two hours, that were at highest risk for bacterial contamination, were not to be destroyed, or sent to rendering, or set aside for processing into precooked meats. "Such carca.s.ses," IBP's top food safety executive advised, "are to be designated for outside (non-IBP) carca.s.s sale." The dirtiest meat was to be s.h.i.+pped out and sold for public consumption - but not with an IBP label on it.

Instead of focusing on the primary causes of meat contamination - the feed being given to cattle, the overcrowding at feedlots, the poor sanitation at slaughterhouses, excessive line speeds, poorly trained workers, the lack of stringent government oversight - the meatpacking industry and the USDA are now advocating an exotic technological solution to the problem of foodborne pathogens. They want to irradiate the nation's meat. Irradiation is a form of bacterial birth control, pioneered in the 1960s by the U.S. Army and by NASA. When microorganisms are zapped with low levels of gamma rays or x-rays, they are not killed, but their DNA is disrupted, and they cannot reproduce. Irradiation has been used for years on some imported spices and domestic poultry. Most irradiating facilities have concrete walls that are six feet thick, employing cobalt 60 or cesium 137 (a waste product from nuclear weapons plants and nuclear power plants) to create highly charged, radioactive beams. A new technique, developed by the t.i.tan Corporation, uses conventional electricity and an electronic accelerator instead of radioactive isotopes. t.i.tan devised its SureBeam irradiation technology during the 1980s, while conducting research for the Star Wars antimissile program.

The American Medical a.s.sociation and the World Health Organization have declared that irradiated foods are safe to eat. Widespread introduction of the process has thus far been impeded, however, by a reluctance among consumers to eat things that have been exposed to radiation. According to current USDA regulations, irradiated meat must be identified with a special label and with a radura (the internationally recognized symbol of radiation). The Beef Industry Food Safety Council - whose members include the meatpacking and fast food giants - has asked the USDA to change its rules and make the labeling of irradiated meat completely voluntary. The meatpacking industry is also working hard to get rid of the word "irradiation," much preferring the phrase "cold pasteurization."

One slaughterhouse engineer that I interviewed - who has helped to invent some of the most sophisticated food safety equipment now being used - told me that from a purely scientific point of view, irradiation may be safe and effective. But he is concerned about the introduction of highly complex electromagnetic and nuclear technology into slaughterhouses with a largely illiterate, non-English-speaking workforce. "These are not the type of people you want working on that level of equipment," he says. He also worries that the widespread use of irradiation might encourage meatpackers "to speed up the kill floor and spray s.h.i.+t everywhere." Steven Bjerklie, the former editor of Meat & Poultry Meat & Poultry, opposes irradiation on similar grounds. He thinks it will reduce pressure on the meatpacking industry to make fundamental and necessary changes in their production methods, allowing unsanitary practices to continue. "I don't want to be served irradiated feces along with my meat," Bjerklie says.

what kids eat.

FOR YEARS SOME OF the most questionable ground beef in the United States was purchased by the USDA - and then distributed to school cafeterias throughout the country. Throughout the 1980s and 1990s, the USDA chose meat suppliers for its National School Lunch Program on the basis of the lowest price, without imposing additional food safety requirements. The cheapest ground beef was not only the most likely to be contaminated with pathogens, but also the most likely to contain pieces of spinal cord, bone, and gristle left behind by Automated Meat Recovery Systems (contraptions that squeeze the last shreds of meat off bones). A 1983 investigation by NBC News said that the Cattle King Packing Company - at the time, the USDA's largest supplier of ground beef for school lunches and a supplier to Wendy's - routinely processed cattle that were already dead before arriving at its plant, hid diseased cattle from inspectors, and mixed rotten meat that had been returned by customers into packages of hamburger meat. Cattle King's facilities were infested with rats and c.o.c.kroaches. Rudy "Butch" Stanko, the owner of the company, was later tried and convicted for selling tainted meat to the federal government. He had been convicted just two years earlier on similar charges. That earlier felony conviction had not prevented him from supplying one-quarter of the ground beef served in the USDA school lunch program. the most questionable ground beef in the United States was purchased by the USDA - and then distributed to school cafeterias throughout the country. Throughout the 1980s and 1990s, the USDA chose meat suppliers for its National School Lunch Program on the basis of the lowest price, without imposing additional food safety requirements. The cheapest ground beef was not only the most likely to be contaminated with pathogens, but also the most likely to contain pieces of spinal cord, bone, and gristle left behind by Automated Meat Recovery Systems (contraptions that squeeze the last shreds of meat off bones). A 1983 investigation by NBC News said that the Cattle King Packing Company - at the time, the USDA's largest supplier of ground beef for school lunches and a supplier to Wendy's - routinely processed cattle that were already dead before arriving at its plant, hid diseased cattle from inspectors, and mixed rotten meat that had been returned by customers into packages of hamburger meat. Cattle King's facilities were infested with rats and c.o.c.kroaches. Rudy "Butch" Stanko, the owner of the company, was later tried and convicted for selling tainted meat to the federal government. He had been convicted just two years earlier on similar charges. That earlier felony conviction had not prevented him from supplying one-quarter of the ground beef served in the USDA school lunch program.

More recently, an eleven-year-old boy became seriously ill in April of 1998 after eating a hamburger at his elementary school in Danielsville, Georgia. Tests of the ground beef, which had been processed by the Bauer Meat Company, confirmed the presence of E. coli E. coli 0157:H7. Bauer Meat's processing plant in Ocala, Florida, was so filthy that on August 12, 1998, the USDA withdrew its inspectors, a highly unusual move. Frank Bauer, the company's owner, committed suicide the next day. The USDA later declared Bauer's meat products "unfit for human consumption," ordering that roughly 6 million pounds be detained. Nearly a third of the meat had already been s.h.i.+pped to school districts in North Carolina and Georgia, U.S. military bases, and prisons. Around the same time, a dozen children in Finley, Was.h.i.+ngton, were sickened by 0157:H7. Bauer Meat's processing plant in Ocala, Florida, was so filthy that on August 12, 1998, the USDA withdrew its inspectors, a highly unusual move. Frank Bauer, the company's owner, committed suicide the next day. The USDA later declared Bauer's meat products "unfit for human consumption," ordering that roughly 6 million pounds be detained. Nearly a third of the meat had already been s.h.i.+pped to school districts in North Carolina and Georgia, U.S. military bases, and prisons. Around the same time, a dozen children in Finley, Was.h.i.+ngton, were sickened by E. coli E. coli 0157:H7. Eleven of them had eaten undercooked beef tacos at their school cafeteria; the twelfth, a two-year-old, was most likely infected by one of the other children. The company that had supplied the USDA with the taco meat - Northern States Beef, a subsidiary of ConAgra - had in the previous eighteen months been cited for 171 "critical" food safety violations at its facilities. A critical violation is one likely to cause serious contamination and to harm consumers. Northern States Beef was also linked to a 1994 outbreak of 0157:H7. Eleven of them had eaten undercooked beef tacos at their school cafeteria; the twelfth, a two-year-old, was most likely infected by one of the other children. The company that had supplied the USDA with the taco meat - Northern States Beef, a subsidiary of ConAgra - had in the previous eighteen months been cited for 171 "critical" food safety violations at its facilities. A critical violation is one likely to cause serious contamination and to harm consumers. Northern States Beef was also linked to a 1994 outbreak of E. coli E. coli 0157:H7 in Nebraska that sickened eighteen people. Nevertheless, the USDA continued to do business with the ConAgra subsidiary, buying about 20 million pounds of its meat for use in American schools. 0157:H7 in Nebraska that sickened eighteen people. Nevertheless, the USDA continued to do business with the ConAgra subsidiary, buying about 20 million pounds of its meat for use in American schools.

In the summer and fall of 1999, a ground beef plant in Dallas, Texas, owned by Supreme Beef Processors failed a series of USDA tests for Salmonella Salmonella. The tests showed that as much as 47 percent of the company's ground beef contained Salmonella Salmonella- a proportion five times higher than what USDA regulations allow. Every year in the United States food tainted with Salmonella Salmonella causes about 1.4 million illnesses and 500 deaths. Moreover, high levels of causes about 1.4 million illnesses and 500 deaths. Moreover, high levels of Salmonella Salmonella in ground beef indicate high levels of fecal contamination. Despite the alarming test results, the USDA continued to purchase thousands of tons of meat from Supreme Beef for distribution in schools. Indeed, Supreme Beef Processors was one of the nation's largest suppliers to the school meals program, annually providing as much as 45 percent of its ground beef. On November 30,1999, the USDA finally took action, suspending purchases from Supreme Beef and removing inspectors from the company's plant, effectively shutting it down. in ground beef indicate high levels of fecal contamination. Despite the alarming test results, the USDA continued to purchase thousands of tons of meat from Supreme Beef for distribution in schools. Indeed, Supreme Beef Processors was one of the nation's largest suppliers to the school meals program, annually providing as much as 45 percent of its ground beef. On November 30,1999, the USDA finally took action, suspending purchases from Supreme Beef and removing inspectors from the company's plant, effectively shutting it down.

Supreme Beef responded the next day by suing the USDA in federal court, claiming that Salmonella Salmonella was a natural organism, not an adulterant. With backing from the National Meat a.s.sociation, Supreme Beef challenged the legality of the USDA's science-based testing system and contended that the government had no right to remove inspectors from the plant. A. Joe Fish, a federal judge in Texas, heard Supreme Beef's arguments and immediately ordered USDA inspectors back into the plant, pending final resolution of the lawsuit. The plant shutdown - the first ever attempted under the USDA's new science-based system - lasted less than one day. A few weeks later, USDA inspectors detected was a natural organism, not an adulterant. With backing from the National Meat a.s.sociation, Supreme Beef challenged the legality of the USDA's science-based testing system and contended that the government had no right to remove inspectors from the plant. A. Joe Fish, a federal judge in Texas, heard Supreme Beef's arguments and immediately ordered USDA inspectors back into the plant, pending final resolution of the lawsuit. The plant shutdown - the first ever attempted under the USDA's new science-based system - lasted less than one day. A few weeks later, USDA inspectors detected E. coli E. coli 0157:H7 in a sample of meat from the Supreme Beef plant, and the company voluntarily recalled 180,000 pounds of ground beef that had been s.h.i.+pped to eight states. Nevertheless, just six weeks after that recall, the USDA resumed its purchases from Supreme Beef, once again allowing the company to supply ground beef for the nation's schools. 0157:H7 in a sample of meat from the Supreme Beef plant, and the company voluntarily recalled 180,000 pounds of ground beef that had been s.h.i.+pped to eight states. Nevertheless, just six weeks after that recall, the USDA resumed its purchases from Supreme Beef, once again allowing the company to supply ground beef for the nation's schools.

On May 25, 2000, Judge Fish issued a decision in the Supreme Beef case, ruling that the presence of high levels of Salmonella Salmonella in the plant's ground beef was not proof that conditions there were "unsanitary." Fish endorsed one of Supreme Beef's central arguments: a ground beef processor should not be held responsible for the bacterial levels of meat that could easily have been tainted with in the plant's ground beef was not proof that conditions there were "unsanitary." Fish endorsed one of Supreme Beef's central arguments: a ground beef processor should not be held responsible for the bacterial levels of meat that could easily have been tainted with Salmonella Salmonella at a slaughterhouse. The ruling cast doubt on the USDA's ability to withdraw inspectors from a plant where tests revealed excessive levels of fecal contamination. Although Supreme Beef portrayed itself in the case as an innocent victim of forces beyond its control, much of the beef used at the plant had come from its own slaughterhouse in Ladonia, Texas. That slaughterhouse had repeatedly failed USDA tests for at a slaughterhouse. The ruling cast doubt on the USDA's ability to withdraw inspectors from a plant where tests revealed excessive levels of fecal contamination. Although Supreme Beef portrayed itself in the case as an innocent victim of forces beyond its control, much of the beef used at the plant had come from its own slaughterhouse in Ladonia, Texas. That slaughterhouse had repeatedly failed USDA tests for Salmonella Salmonella.

Not long after the ruling, Supreme Beef failed another Salmonella Salmonella test. The USDA moved to terminate its contract with the company and announced tough new rules for processors hoping to supply ground beef to the school lunch program. The rules sought to impose the same sort of food safety requirements that fast food chains demand from their suppliers. Beginning with the 20002001 school year, ground beef intended for distribution to schools would be tested for pathogens; meat that failed the tests would be rejected; and "downers" - cattle too old or too sick to walk into a slaughterhouse - could no longer be processed into the ground beef that the USDA buys for children. The meatpacking industry immediately opposed the new rules. test. The USDA moved to terminate its contract with the company and announced tough new rules for processors hoping to supply ground beef to the school lunch program. The rules sought to impose the same sort of food safety requirements that fast food chains demand from their suppliers. Beginning with the 20002001 school year, ground beef intended for distribution to schools would be tested for pathogens; meat that failed the tests would be rejected; and "downers" - cattle too old or too sick to walk into a slaughterhouse - could no longer be processed into the ground beef that the USDA buys for children. The meatpacking industry immediately opposed the new rules.

your kitchen sink.

DURING THE 1990s, the federal government (which is supposed to ensure food safety) applied standards to the meat it purchased for schools that were much less stringent than the standards applied by the fast food industry (which is responsible for much of the current threat to food safety). Having played a central role in the creation of a meatpacking system that can spread bacterial contamination far and wide, the fast food chains are now able to avoid many of the worst consequences. Much like Jack in the Box, the leading chains have in recent years forced their suppliers to conduct frequent tests for 1990s, the federal government (which is supposed to ensure food safety) applied standards to the meat it purchased for schools that were much less stringent than the standards applied by the fast food industry (which is responsible for much of the current threat to food safety). Having played a central role in the creation of a meatpacking system that can spread bacterial contamination far and wide, the fast food chains are now able to avoid many of the worst consequences. Much like Jack in the Box, the leading chains have in recent years forced their suppliers to conduct frequent tests for E. coli E. coli 0157:H7 and other pathogens. More importantly, the enormous buying power of the fast food giants has given them access to some of the cleanest ground beef. The meatpacking industry is now willing to perform the sort of rigorous testing for fast food chains that it refuses to do for the general public. 0157:H7 and other pathogens. More importantly, the enormous buying power of the fast food giants has given them access to some of the cleanest ground beef. The meatpacking industry is now willing to perform the sort of rigorous testing for fast food chains that it refuses to do for the general public.

Anyone who brings raw ground beef into his or her kitchen today must regard it as a potential biohazard, one that may carry an extremely dangerous microbe, infectious at an extremely low dose. The current high levels of ground beef contamination, combined with the even higher levels of poultry contamination, have led to some bizarre findings. A series of tests conducted by Charles Gerba, a microbiologist at the University of Arizona, discovered far more fecal bacteria in the average American kitchen sink than on the average American toilet seat. According to Gerba, "You'd be better off eating a carrot stick that fell in your toilet than one that fell in your sink."

Although the fast food chains have belatedly made food safety a priority, their production and distribution systems remain vulnerable to newly emerging foodborne pathogens. A virus that carries the gene to produce s.h.i.+ga toxins is now infecting previously harmless strains of E. coli E. coli. Dr. David Acheson, an a.s.sociate professor of medicine at Tufts University Medical School, believes the spread of that virus is being encouraged by the indiscriminate use of antibiotics in cattle feed. In addition to E. coli E. coli 0157:H7, approximately sixty to one hundred other mutant 0157:H7, approximately sixty to one hundred other mutant E. coli E. coli organisms now produce s.h.i.+ga toxins. Perhaps a third of them cause illnesses in human beings. Among the most dangerous are organisms now produce s.h.i.+ga toxins. Perhaps a third of them cause illnesses in human beings. Among the most dangerous are E. coli E. coli 0103, 0111, 026, 0121, and 0145. The standard tests being used to find 0103, 0111, 026, 0121, and 0145. The standard tests being used to find E. coli E. coli 0157:H7 do not detect the presence of these other bugs. The CDC now estimates that roughly 37,000 Americans suffer food poisoning each year from non-0157 strains of 0157:H7 do not detect the presence of these other bugs. The CDC now estimates that roughly 37,000 Americans suffer food poisoning each year from non-0157 strains of E. coli, E. coli, about 1,000 people are hospitalized, and about 25 die. about 1,000 people are hospitalized, and about 25 die.

No matter how well executed the HACCP plan, no matter how highly automated the grills, no matter how many bursts of gamma radiation are fired at the meat, the safety of the food at any restaurant ultimately depends upon the workers in its kitchen. Dr. Patricia Griffin, one of the CDC's leading experts on E. coli E. coli 0157:H7, believes that food safety cla.s.ses should be mandatory for fast food workers. "We place our lives in their hands," she says, "in the same way we entrust our lives to the training of airline pilots." Griffin worries that a low-paid, unskilled workforce composed of teenagers and recent immigrants may not always be familiar with proper food handling procedures. 0157:H7, believes that food safety cla.s.ses should be mandatory for fast food workers. "We place our lives in their hands," she says, "in the same way we entrust our lives to the training of airline pilots." Griffin worries that a low-paid, unskilled workforce composed of teenagers and recent immigrants may not always be familiar with proper food handling procedures.

Dr. Griffin has good reason to worry. A 1997 undercover investigation by KCBS-TV in Los Angeles videotaped local restaurant workers sneezing into their hands while preparing food, licking salad dressing off their fingers, picking their noses, and flicking their cigarettes into meals about to be served. In May of 2000, three teenage employees at a Burger King in Scottsville, New York, were arrested for putting spit, urine, and cleaning products such as Easy-Off Oven Cleaner and Comet with Bleach into the food. They had allegedly tampered with the Burger King food for eight months, and it was served to thousands of customers, until a fellow employee informed the management.

The teenage fast food workers I met in Colorado Springs, Colorado, told me other horror stories. The safety of the food seemed to be determined more by the personality of the manager on duty than by the written policies of the chain. Many workers would not eat anything at their restaurant unless they'd made it themselves. A Taco Bell employee said that food dropped on the floor was often picked up and served. An Arby's employee told me that one kitchen worker never washed his hands at work after doing engine repairs on his car. And several employees at the same McDonald's restaurant in Colorado Springs independently provided details about a c.o.c.kroach infestation in the milk-shake machine and about armies of mice that urinated and defecated on hamburger rolls left out to thaw in the kitchen every night.

10/ global realization

WHENEVER I TOLD SOMEONE in Berlin that I was planning to visit Plauen, I got the same reaction. It didn't matter whom I told - someone old or young, hip or square, gay, straight, raised in West Germany, raised in the East - there'd always be a laugh, followed by a look of slight amazement. "Plauen?" they'd say. "Why would you ever want to go to Plauen?" The way the name was spoken, the long, drawn-out emphasis on the second syllable, implied that the whole idea was vaguely ridiculous. Located halfway between Munich and Berlin, in a part of Saxony known as the Vogtland, Plauen is a small provincial city surrounded by forests and rolling hills. To Berliners, whose city is the present capital of Germany and perhaps the future capital of Europe, Plauen is a sleepy backwater that sat for decades on the wrong side of the Berlin Wall. Berliners regard the place in much the same way that New Yorkers view Muncie, Indiana. But I found Plauen fascinating. The countryside around it is lush and green. Some of the old buildings have real charm. The people are open, friendly, unpretentious - and yet somehow cursed. in Berlin that I was planning to visit Plauen, I got the same reaction. It didn't matter whom I told - someone old or young, hip or square, gay, straight, raised in West Germany, raised in the East - there'd always be a laugh, followed by a look of slight amazement. "Plauen?" they'd say. "Why would you ever want to go to Plauen?" The way the name was spoken, the long, drawn-out emphasis on the second syllable, implied that the whole idea was vaguely ridiculous. Located halfway between Munich and Berlin, in a part of Saxony known as the Vogtland, Plauen is a small provincial city surrounded by forests and rolling hills. To Berliners, whose city is the present capital of Germany and perhaps the future capital of Europe, Plauen is a sleepy backwater that sat for decades on the wrong side of the Berlin Wall. Berliners regard the place in much the same way that New Yorkers view Muncie, Indiana. But I found Plauen fascinating. The countryside around it is lush and green. Some of the old buildings have real charm. The people are open, friendly, unpretentious - and yet somehow cursed.

For decades Plauen has been on the margins of history, far removed from the centers of power; nevertheless, events there have oddly foreshadowed the rise and fall of great social movements. One after another, the leading ideologies of modern Europe - industrialism, fascism, communism, consumerism - have pa.s.sed through Plauen and left their mark. None has completely triumphed or been completely erased. Bits and pieces of these worldviews still coexist uneasily, cropping up in unexpected places, from the graffiti on the wall of an apartment building to the tone of an offhand remark. There is nothing settled yet, nothing that can be a.s.sumed. All sorts of things, good and bad, are still possible. In the heart of the Vogtland, without much notice from the rest of the world, the little city of Plauen has been alternately punished, rewarded, devastated, and transformed by the great unifying systems of the twentieth century, by each new effort to govern all of mankind with a single set of rules. Plauen has been a battlefield for these competing ideologies, with their proudly displayed and archetypal symbols: the smokestack, the swastika, the hammer and sickle, the golden arches.

For centuries, Plauen was a small market town where Vogtland farmers came to buy and sell goods. And then, at the end of the nineteenth century, a local weaving tradition gave birth to a vibrant textile industry. Between 1890 and 1914, the city's population roughly tripled, reaching 118,000 on the eve of World War I. Its new textile mills specialized in lace and in embroidered fabrics, exporting most of their output to the United States. The doilies on dinner tables throughout the American Midwest came from Plauen, as well as the intricate lace-work that set the tone of many upper-middle-cla.s.s Victorian homes. Black-and-white postcards from Plauen before the Great War show lovely Art Nouveau and Neo-Romantic buildings that evoke the streets of Paris, elegant cafes and parks, electric streetcars, zeppelins in the air.

Life in Plauen became less idyllic after Germany's defeat. When the Victorian world and its values collapsed, so did the market for lace. Many of Plauen's textile mills closed, and thousands of people were thrown out of work. The social unrest that later engulfed the rest of Germany came early to Plauen. In the 1920s Plauen had the most millionaires per capita in Germany - and the most suicides. It also had the highest unemployment rate. Amid the misery, extremism thrived. Plauen was the first city outside of Bavaria to organize its own chapter of the n.a.z.i party. In May of 1923, the Hitler Youth movement was launched in Plauen, and the following year, the little city became the n.a.z.i headquarters for Saxony. Long before the n.a.z.i reign of terror began elsewhere, union leaders and leftists were murdered in Plauen. Hitler visited the city on several occasions, receiving an enthusiastic welcome. Hermann Goring and Joseph Goebbels visited too, and Plauen became a sentimental favorite of the n.a.z.i leaders.h.i.+p. On the night of November 9, 1938, Kristallnacht Kristallnacht, a crowd eagerly destroyed Plauen's only synagogue, a strikingly modern building designed by Bauhaus architect Fritz Landauer. Not long afterward, Plauen officially became Juden-frei Juden-frei (Jew-free). (Jew-free).

For most of World War II, Plauen remained strangely quiet and peaceful, an oasis of ordinary life. It provided safe haven to thou-sands of German refugees fleeing bombed-out cities. All sorts of rumors tried to explain why Plauen was being spared, while other towns in Saxony were being destroyed. On September 19, 1944, American bombers appeared over the city for the first time. Instead of rus.h.i.+ng into shelters, people stood in the streets, amazed, watching bombs fall on the railway station and on a factory that built tanks for the German army. A few months later, Plauen appeared alongside Dresden on an Allied bombing list.

Plauen was largely deserted on April 10, 1945, when hundreds of British Lancaster bombers appeared over the city. Its inhabitants no longer felt mysteriously protected; they knew that Dresden had recently been fire-bombed into oblivion. During a single raid the Royal Air Force dropped 2,000 tons of high explosives on Plauen. Four days later, the U.S. Army occupied what was left of the town. The birthplace of the Hitler Youth, the most n.a.z.ified city in Saxony, gained another distinction only weeks before the war ended. More bombs were dropped on Plauen, per square mile, than on any other city in eastern Germany - roughly three times as many as were dropped on Dresden. Although the carnage was far worse in Dresden, a larger proportion of Plauen's buildings was destroyed. At the end of the war, about 75 percent of Plauen lay in ruins.

When the Allies divided their spheres of influence in Germany, Plauen's misfortune continued. The U.S. Army pulled out of the city and the Soviet army rolled in. Plauen became part of the communist German Democratic Republic (GDR), but just barely. The new border with West Germany was only nine miles away. Plauen languished under Communist rule. It lost one-third of its prewar population. Sitting in a remote corner of the GDR, it received little attention or investment from the Communist party leaders.h.i.+p in East Berlin. Much of Plauen was never rebuilt; parking lots and empty lots occupied land where ornate buildings had once stood. One of the few successful factories, a synthetic wool plant, blanketed Plauen in some of East Germany's worst air pollution. According to historian John Connelly, the polluted air helped give the city an "unusually low quality of life, even for GDR standards."

On October 7, 1989, the first ma.s.s demonstration against East Germany's Communist rulers took place in Plauen. Small, scattered protests also occurred that day in Magdeberg, East Berlin, and other cities. The size of Plauen's demonstration set it apart. More than one-quarter of the city's population suddenly took to the streets. The level of unrest greatly surprised local government officials. The Stasi (East Germany's secret police) had expected about four hundred people to appear in the town center that day, the fortieth anniversary of the GDR's founding. Instead, about twenty thousand people began to gather, despite dark skies and a steady drizzle. The demonstration had no leaders.h.i.+p, no organizers, no formal plan of action. It grew spontaneously, spreading through word of mouth.

The protesters in other East German cities were mainly college students and members of the intelligentsia; in Plauen they were factory workers and ordinary citizens. Some of the demonstration's most fervent supporters were long-haired, working-cla.s.s fans of American heavy metal music, known in Plauen as die Heavies die Heavies, who rode their motorcycles through town distributing antigovernment pamphlets. As the crowd grew, people began to chant Mikhail Gorbachev's nickname - "Gorby! Gorby!" - cheering the Soviet leader's policies of glasnost glasnost and and perestroika perestroika, demanding similar reforms in East Germany, defiantly yelling "Stasi go home!" One large banner bore the words of the German poet Friedrich von Schiller. "We want freedom," it said, "like the freedom enjoyed by our forefathers."

Police officers and Stasi agents tried to break up the demonstration, arresting dozens of people, firing water cannons at the crowd, flying helicopters low over the rooftops of Plauen. But the protesters refused to disperse. They marched to the town hall and called for the mayor to come outside and address their demands. Thomas Kuttler, the superintendent of Plauen's Lutheran church, volunteered to act as a mediator. Inside the town hall, he found Plauen's high-ranking officials cowering in fear. None would emerge to face the crowd. The equation of power had fundamentally changed that day. A mighty totalitarian sys-tem of rule, erected over the course of four decades, propped up by tanks and guns and thousands of Stasi informers, was crumbling before his eyes, as its rulers nervously chain-smoked in the safety of their offices. The mayor finally agreed to address the crowd, but a Stasi official prevented him from leaving the building. And so Kuttler stood on the steps of the town hall with a megaphone, urging the soldiers not to fire their weapons and telling the demonstrators that their point had been made, now it was time to go home. As bells atop the Lutheran church rang, the crowd began to disperse.

A month later, the Berlin Wall fell. And a few months after that extraordinary event, marking the end of the Cold War, the McDonald's Corporation announced plans to open its first restaurant in East Germany. The news provoked a last gasp of collectivism from Ernst Doerfler, a prominent member of the doomed East German parliament, who called for an official ban on "McDonald's and similar abnormal garbage-makers." McDonald's, however, would not be deterred; Burger King had already opened a mobile hamburger cart in Dresden. During the summer of 1990, construction quickly began on the first McDonald's in East Germany. It would occupy an abandoned lot in the center of Plauen, a block away from the steps of the town hall. The McDonald's would be the first new building erected in Plauen since the coming of a new Germany.

uncle mcdonald.

AS THE FAST FOOD industry has grown more compet.i.tive in the United States, the major chains have looked to overseas markets for their future growth. The McDonald's Corporation recently used a new phrase to describe its hopes for foreign conquest: "global realization." A decade ago, McDonald's had about three thousand restaurants outside the United States; today it has about seventeen thousand restaurants in more than 120 foreign countries. It currently opens about five new restaurants every day, and at least four of them are overseas. Within the next decade, Jack Greenberg, the company's chief executive, hopes to double the number of McDonald's. The chain earns the majority of its profits outside the United States, as does KFC. McDonald's now ranks as the most widely recognized brand in the world, more familiar than Coca-Cola. The values, tastes, and industrial practices of the American fast food industry are being exported to every corner of the globe, helping to create a h.o.m.ogenized international culture that sociologist Benjamin R. Barber has labeled "McWorld." industry has grown more compet.i.tive in the United States, the major chains have looked to overseas markets for their future growth. The McDonald's Corporation recently used a new phrase to describe its hopes for foreign conquest: "global realization." A decade ago, McDonald's had about three thousand restaurants outside the United States; today it has about seventeen thousand restaurants in more than 120 foreign countries. It currently opens about five new restaurants every day, and at least four of them are overseas. Within the next decade, Jack Greenberg, the company's chief executive, hopes to double the number of McDonald's. The chain earns the majority of its profits outside the United States, as does KFC. McDonald's now ranks as the most widely recognized brand in the world, more familiar than Coca-Cola. The values, tastes, and industrial practices of the American fast food industry are being exported to every corner of the globe, helping to create a h.o.m.ogenized international culture that sociologist Benjamin R. Barber has labeled "McWorld."

The fast food chains have become totems of Western economic development. They are often the first multinationals to arrive when a country has opened its markets, serving as the avant-garde of American franchising. Fifteen years ago, when McDonald's opened its first restaurant in Turkey, no other foreign franchisor did business there. Turkey now has hundreds of franchise outlets, including 7-Eleven, Nutra Slim, Re/Max Real Estate, Mail Boxes Etc., and Ziebart Tidy Car. Support for the growth of franchising has even become part of American foreign policy. The U.S. State Department now publishes detailed studies of overseas franchise opportunities and runs a Gold Key Program at many of its emba.s.sies to help American franchisors find overseas partners.

The anthropologist Yunxiang Yan has noted that in the eyes of Beijing consumers, McDonald's represents "Americana and the promise of modernization." Thousands of people waited patiently for hours to eat at the city's first McDonald's in 1992. Two years later, when a McDonald's opened in Kuwait, the line of cars waiting at the drive-through window extended for seven miles. Around the same time, a Kentucky Fried Chicken restaurant in Saudi Arabia's holy city of Mecca set new sales records for the chain, earning $200,000 in a single week during Ramadan, the Muslim holy month. In Brazil, McDonald's has become the nation's largest private employer. The fast food chains are now imperial fiefdoms, sending their emissaries far and wide. Cla.s.ses at McDonald's Hamburger University in Oak Brook, Illinois, are taught in more than two dozen languages. Few places on earth seem too distant or too remote for the golden arches. In 1986, the Tahiti Tourism Promotion Board ran an ad campaign featuring pristine beaches and the slogan "Sorry, No McDonald's." A decade later, one opened in Papeete, the Tahitian capital, bringing hamburgers and fries to a spot thousands of miles, across the Pacific, from the nearest cattle ranches or potato fields.

As the fast food chains have moved overseas, they have been accompanied by their major suppliers. In order to diminish fears of American imperialism, the chains try to purchase as much food as possible in the countries where they operate. Instead of importing food, they import entire systems of agricultural production. Seven years before McDonald's opened its first