- REGARDLESS OF HOW SMART WE ARE, REGARDLESS OF HOW MUCH WE THINK ABOUT FOOD, WE ARE A NATION OF MINDLESS EATERS.

[sultry electronic music] man: [whispering] YEAH... Wansink: THERE'S SUCH A HUGE DISCONNECT BETWEEN OUR BELLY AND OUR BRAINS, MAINLY BECAUSE WE NOW LIVE IN AN ENVIRONMENT THAT HAS A TREMENDOUS NUMBER OF THINGS COMPETING FOR OUR TIME.

Steinhauer: I WAS ALMOST 200 POUNDS AT ONE TIME.

I HAD NO PROBLEM HAMMERING DOWN A 20-OUNCE COCA-COLA AND A SNICKER BAR AND THINKING THAT WAS MY LUNCH.

Wansink: BUT THE SOLUTION TO THIS IS NOT TO BE A MINDFUL EATER, BECAUSE FOR MOST OF US, IT JUST DOESN'T WORK.

THE SOLUTION TO MINDLESS EATING IS SETTING UP OUR IMMEDIATE ENVIRONMENT SO WE CAN MINDLESSLY EAT LESS WITHOUT HAVING TO THINK ABOUT IT.

male narrator: FOR MANY OF US, EATING CAN BE DEBILITATING.

DIETS, FADS, NUTRITIONISTS, SCIENTISTS, AND FOOD COMPANIES ALL COMPETE FOR OUR ATTENTION.

AND THE CONSEQUENCES FOR CHEAP AND EASY CHOICES CAN BE HUGE.

IF WE ARE WHAT WE EAT, CAN WE REALLY HAVE OUR CAKE AND EAT IT TOO?

MINDFUL OR MINDLESS EATING, IT'S ALL ABOUT THE CHOICES WE MAKE EVERY DAY BEFORE WE EVEN OPEN OUR MOUTHS.

Wansink: OH, IT'S AMAZING.

IF YOU'RE HERE IN THE UNITED STATES, I THINK THE AVERAGE GROCERY STORE HAS SOMETHING LIKE 120,000 ITEMS.

I MEAN, IT'S CRAZY HOW MUCH CHOICE THERE IS.

BUT IS THAT A BAD THING?

YOU KNOW, I DON'T THINK IT'S A BAD THING IF YOU WANT CHOICE.

I'M KIND OF A FOOD PSYCHOLOGIST, AND I STUDY EATING BEHAVIOR AND STUDY WHY PEOPLE DO WHAT THEY DO WHEN IT COMES TO FOOD BUT MORE IMPORTANTLY, WHAT CAN BE DONE TO HELP PEOPLE EAT BETTER.

I GREW UP IN IOWA, AND WHEN I WAS A YOUNG BOY, MY DAD GOT LAID OFF, AND, YOU KNOW, IF YOUR DAD IS LAID OFF FOR A COUPLE MONTHS, NO BIG DEAL.

WHEN HE'S LAID OFF FOR SIX OR EIGHT MONTHS, YOU REALLY CHANGE THE WAY YOU EAT.

AND THIS REALLY FRIGHTENED MY BROTHER, AND MY BROTHER WENT TO MY MOM AND SAID, "ARE WE GONNA STARVE?"

FROM THAT DAY ON, I BECAME JUST OBSESSED ABOUT FOOD.

man: BROTHER SEATS JUNIOR, THEN HELPS MOTHER TO HER CHAIR AS HE WOULD HIS BEST GIRL.

Wansink: HERE IN AMERICA, EATING IS NOT AN EVENT.

man: WELL, THE DINNER HAS BEGUN, AND THEY'RE ALL HAPPY ABOUT IT.

Wansink: AS TIME HAS GONE ON, IT'S GONE FROM BEING AN EVENT YOU SHARED WITH YOUR FAMILY-- YOU ASK HOW THINGS ARE GOING-- TO JUST ESSENTIALLY A MEANS TO AN END, WHICH IS JUST GETTING FUEL AND A LITTLE BIT OF PLEASURE SO YOU CAN GO ON AND DO THE NEXT FUN THING DURING THE DAY.

THE GREAT THING THAT HAPPENED IN AMERICA AFTER WORLD WAR II WAS, WE BECAME INCREDIBLY INDUSTRIALIZED.

BUT IT WASN'T JUST THAT CARS WERE BEING MADE AND PREFAB HOUSES, BUT IT ALSO BECAME OUR FOOD SUPPLY.

[haunting chiming music] ♫♫ AND THE MORE INDUSTRIALIZED FOOD BECOMES, THE MORE OF A SUPPLY SYSTEM THERE IS THAT GIVES US STUFF REALLY, REALLY CHEAP, AND IT'S THE SAME WITH CHICKENS AS WITH COMPUTER PAPER OR SHAMPOO.

THE MORE PEOPLE BUY IT, THE MORE PROFITABLE IT BECOMES TO CUT COSTS AND EFFICIENTLY PRODUCE THE STUFF.

[dramatic orchestral music] AND SO WHAT WE END UP HAVING IS A FOOD SYSTEM THAT'S VERY INEXPENSIVE.

IT'S VERY ATTRACTIVE, BECAUSE YOU HAVE 75 DIFFERENT KINDS OF POTATO CHIPS IF YOU WANT IT.

BUT IT'S ALSO VERY FATTENING.

WHEN WE TALK ABOUT OBESITY HERE IN AMERICA-- IT'S INTERESTING-- EVERYBODY'S GOT SORT OF A GUILTY CULPRIT.

I MEAN, SOME PEOPLE POINT FINGERS AT THE GOVERNMENT OR AT THE FOOD COMPANIES OR AT FAST FOOD.

[quirky suspenseful music] FOOD COMPANIES DO NOT WANT US TO BE FAT.

THEY WANT US TO BUY THEIR STUFF.

IF THEY THOUGHT THEY COULD MAKE A LOT OF MONEY BY SELLING BROCCOLI, I MEAN, THERE WOULD BE A BROCCOLI KING THAT POPPED UP NEXT WEEK.

THEY PRETTY MUCH GIVE PEOPLE WHAT THEY WANT.

SO WE HAVE TO FIGURE OUT HOW WE OURSELVES CAN PUT LITTLE GOVERNORS IN PLACE THAT HELP US DO THE RIGHT THING AND NOT OVERINDULGE.

ONE THING I ALWAYS DO WHEN I GO SHOPPING IS, TO TRY TO MAKE THINGS... TO TRY TO GET MYSELF AND PROMPT MYSELF TO GET MORE FRUITS AND VEGETABLES, I USUALLY TAKE A COAT THAT I MIGHT BE WEARING OR SOMETHING LIKE THAT, AND I DIVIDE THE CART IN HALF, AND I TELL MYSELF, "LOOK.

"FRUITS AND VEGETABLES IN THE FRONT.

IN THE BACK, EVERYTHING ELSE."

AND ONE THING IT DOES IS, IT GIVES ME SORT OF A LITTLE-- KIND OF A RULE OF THUMB, IF YOU WILL, ABOUT HOW MUCH FRUITS AND VEGETABLES TO BUY RELATIVE TO THE OTHER STUFF.

SO THAT'S THE WAY I USUALLY START OFF, AND THEN WE KIND OF GO AROUND AND FIND ALL THE OTHER GOODIES.

AND THE SOLUTION TO GETTING SOMEBODY TO EAT BETTER IS NOT GETTING THEM TO EAT MINDFULLY, BECAUSE MOST OF US JUST DON'T HAVE THE RESOLVE OR THE TIME TO DO THAT.

WE'VE GOT FULL-TIME JOBS.

I THINK WHAT WOULD EASE A LOT OF PEOPLE'S MINDS IS IF THEY HAD SIMPLE RULES OF THUMB THAT WEREN'T VERY RESTRICTIVE.

THE WHOLE MISSION OF MY FOOD & BRAND LAB IS TO COME UP AND DISCOVER AND DISSEMINATE THESE TRANSFORMING SOLUTIONS TO EATING PROBLEMS.

WHAT WE WANT TO DO IS BRING PEOPLE IN, AND WE CHANGE SOMETHING IN THIS ROOM, OBSERVE WHAT HAPPENS, AND SEE HOW PEOPLE ACT DIFFERENTLY WHEN WE GIVE THEM A LARGE PLATE VERSUS A SMALL PLATE.

HEY, COLOMBE.

I'M BRIAN WANSINK.

- NICE TO MEET YOU.

- YEAH, GOOD TO SEE YOU FOR LUNCH TODAY.

NOW, WHAT WE'RE HAVING IS, WE'RE HAVING PASTA SALAD.

HOPEFULLY YOU'RE NOT ALLERGIC TO PASTA OR TO SALAD, OKAY.

AND JUST HELP YOURSELF.

I'M GONNA GO GRAB SOME THINGS, BUT I'LL BE BACK IN JUST A FEW MINUTES.

THERE'S SOMETHING GOING ON IN ANOTHER ROOM TOO, SO LET ME-- WE'RE GONNA KIND OF BREAK SOME STUFF UP HERE.

GRAB ANOTHER PLATE OUT OF THE TOP DRAWER THERE AND JUST SERVE YOURSELF AGAIN.

I GOT TO GET THIS TO THE OTHER ROOM.

- OKAY.

- THIS WAS THE PASTA YOU SERVED INITIALLY.

- RIGHT.

- DO YOU NOTICE ANYTHING DIFFERENT BETWEEN THESE?

- THERE'S A HUGE DIFFERENCE IN THE PLATE SIZE.

- THERE'S A MASSIVE DIFFERENCE!

- YEAH.

- IS THERE ANYTHING ELSE THAT YOU SEE THAT'S DIFFERENT, ABOUT WHAT'S ON THE PLATE FOR INSTANCE?

- THE PILE OF FOOD LOOKS BIGGER, ACTUALLY, HERE.

- THE--THE-- PARDON?

- THE PILE OF FOOD LOOKS BIGGER?

- YEAH, IN FACT, I THINK, IF WE WERE TO...

I HAPPEN TO KNOW HOW MUCH THESE PLATES WEIGH, SO WE'LL SUBTRACT THE WEIGHT, OKAY.

OKAY.

AND... WOULD YOU BELIEVE THERE'S ALMOST 80% MORE PASTA ON THIS PLATE THAN THAT PLATE?

SO NEARLY TWICE AS MUCH.

- WOW.

- 80% MORE.

IS THAT SURPRISING?

- YEAH, I DIDN'T-- I THOUGHT THIS WAS SMALLER, BUT I DEFINITELY DIDN'T THINK IT WAS HALF THE SIZE OF THAT ONE.

- WOULD YOU BELIEVE THAT YOU SERVED ALMOST TWICE-- A LITTLE BIT-- A LITTLE OVER TWICE AS MUCH FOOD ON THIS PLATE THAN THAT PLATE?

- NO, I REMEMBER SERVING THREE-- UH, THREE SPOONS.

- THREE SPOONS.

WELL, THIS IS ONE OF THE THINGS WE FIND OUT, IS THAT THERE'S ALL THESE CUES AROUND US THAT WE USE TO DECIDE HOW MUCH TO SERVE OURSELVES OR HOW MUCH WE'RE GONNA EAT.

AND THE SIZE OF A PLATE OR THE SIZE OF A SERVING BOWL OR THE SIZE OF A SERVING SPOON ALL INDICATE TO US THAT IT'S OKAY TO SERVE A LOT MORE.

WE FIND WHEN WE WORK WITH PEOPLE, IF WE TELL THEM, "LOOK, USE THE HALF PLATE RULE.

"YOU CAN HAVE ANYTHING YOU WANT TO "FOR LUNCH OR FOR DINNER, "BUT HALF YOUR PLATE HAS TO BE FRUITS, VEGETABLES, OR SALAD," AND WE FIND THAT HAVING A SIMPLE RULE OF THUMB LIKE THAT MOVES PEOPLE TOWARD EATING IN MUCH GREATER BALANCE AND EATING A LITTLE BIT LESS.

[solemn orchestral music] Steinhauer: AS A YOUNG CHILD, I USED TO LOVE TO WATCH PBS.

AND I USED TO LOVE TO WATCH JULIA CHILD.

WHEN I CAME TO THE C.I.A.

WHEN I WAS 18, I FOUND IT TO BE MUCH MORE DIFFICULT THAN I INITIALLY ANTICIPATED IT TO BE.

- SHOW HER WHAT YOU WERE DOING WITH YOUR TILEFISH.

- OKAY.

- SHOW HIM WHAT YOU WERE DOING WITH THE CATFISH AND SWAP, OKAY?

- OKAY.

I WAS VERY IMMATURE AND SOMEWHAT UNDEREQUIPPED.

AND LACKING THE DISCIPLINE REQUIRED FOR THIS INCREDIBLE INSTITUTION, I KIND OF FELL FLAT ON MY FACE.

- GREG, GET OVER THERE AND HELP THEM CLEAN THAT STATION UP, AND GET A SMALL DICE ON THEM CARROTS.

Steinhauer: FORTUNATELY, I HAD CHEFS LIKE CHEF CLARK, WHO KIND OF MENTORED ME.

- PEOPLE SAY THINGS LIKE, "OH, I HAVE TO GO TO WORK."

I'VE NEVER SAID THAT.

I SAY, "I HAVE TO GO TO WORK!

GREAT!"

AND QUICKLY, WE GOT TO DO IT NOW, SOMETIME TODAY.

OUR STUDENTS ARE DEDICATED.

OUR STUDENTS WANT TO BE HERE.

MY JOB IS TO INSTILL IN THEM THE PRIDE AND WORKMANSHIP, THE SELF-DISCIPLINE IN THE CRAFT THAT THEY HAVE CHOSEN.

WE ARE PUTTING A LITTLE SMOKE ON IT.

ALL RIGHT, THEN WE HAVE A SEASONING MIX, SO WE SEASON IT; WE PRESS IT IN.

Steinhauer: WHEN I GOT INTO CHEF CLARK'S KITCHEN, I SAW SOMEBODY THAT I COULD EMULATE.

- BASTING BARBECUE SAUCE... Steinhauer: I SAID, "I WANT TO BE LIKE THAT MAN."

SO CHEF CLARK POINTED ME IN, I THINK, A RIGHT DIRECTION, WHICH, FOR ME, IT WAS TO GO INTO THE MILITARY.

men:♫IN THE NAVY♫ man:♫YES, YOU CAN SAIL THE SEVEN SEAS♫ men:♫IN THE NAVY♫ Steinhauer: THE HARDEST THING I'VE EVER DONE IN MY LIFE WAS TO BE ON A SUBMARINE.

WE WOULD HAVE SO MUCH FOOD ON THAT BOAT THAT WHEN YOU OPENED THE FREEZER, THE WALK-IN FREEZER, DAY ONE, THE FOOD IS PACKED RIGHT TO THE DOOR.

AND SO YOU START COOKING BY WHATEVER YOU CAN PULL OUT OF THAT FREEZER.

OH, OKAY, THE HAMBURGER PATTIES IS THERE.

GUESS WHAT.

WE'RE HAVING HAMBURGERS TODAY.

[mellow rock music] TWO WHEELS HAVE ALWAYS BEEN MY THING.

MY FIRST RIDE EVER ON A MOTORCYCLE WAS ON A HARLEY WHEN I WAS ABOUT NINE MONTHS OLD.

AFTER I LEFT THE NAVY, I DECIDED, "I THINK I'LL OPEN A MOTORCYCLE SHOP."

I EVEN HAD A BIG RABBI BEARD AT ONE TIME.

WE USED TO CALL IT THE CONSTIPATED LOOK.

I'M RUNNING THIS MOTORCYCLE SHOP BUT ESSENTIALLY NOT REALLY HAPPY DOING IT.

AT ONE POINT IN MY LIFE, I GOT UP TO ALMOST 200 POUNDS.

I HAD NO PROBLEM HAMMERING DOWN A 20-OUNCE COCA-COLA AND A SNICKER BAR AND THINKING THAT WAS MY LUNCH; I NEEDED THE CALORIES.

THE DOCS DID A CHOLESTEROL SCREEN.

I'M ABOUT READY TO HAVE A HEART ATTACK.

I HAD BELL'S PALSY IN MY FACE, HOT AND COLD FLASHES, MIGRAINE HEADACHES.

I THOUGHT I WAS GONNA DIE.

BUT THEN I STARTED REALIZING WHAT I WAS PUTTING IN MY MOUTH WAS REALLY WHO I WAS.

ESSENTIALLY I HAD A CONSCIOUSNESS SHIFT.

[atmospheric music] I DIDN'T BECOME A REAL OUTLAW REBEL UNTIL I TRADED MY BLACK LEATHER JACKET FOR LYCRA AND SPANDEX AND A TEN-SPEED BICYCLE.

♫♫ I GOT HEALTHY.

AND AS I GOT MORE HEALTHY, I FELT LIKE, "WOW, I REALLY WANT TO STAY ON THIS PATH."

AND HAVING BEEN AT THE CULINARY FOR A YEAR PRIOR TO JOINING THE NAVY, I HAD THIS DEEP-ROOTED NEED TO COOK GOOD FOOD.

[delicate harp music] THE CULINARY INSTITUTE OF AMERICA WAS INITIALLY ESTABLISHED IN 1946 AS A RESTAURANT SCHOOL FOR RETURNING VETERANS COMING BACK FROM THE WAR.

FRANCES ROTH AND KATHERINE ANGELL TOOK IT UPON THEMSELVES TO GIVE A HOME FOR A LOT OF VETERANS TO LEARN TO BECOME PROFESSIONAL COOKS AND CHEFS.

♫♫ SOME OF YOU HAVE MET ME.

MY NAME IS GREG STEINHAUER.

YOU KNOW I'M AN EXTERN.

I'M GONNA BE A SOPHOMORE NEXT YEAR COMING BACK TO CULINARY, AND MY STORY IS UNIQUE IN THE FACT THAT I ATTENDED CULINARY FOR ONE YEAR WHEN I WAS 18, AND I LEFT CULINARY TO GO IN THE NAVY MUCH BECAUSE CHEF CLARK ENCOURAGED.

- WELL, FIRST, THANK YOU FOR SERVING THE COUNTRY, BUT THANKS FOR COMING BACK.

THANKS FOR FULFILLING YOUR DREAM.

Steinhauer: COMING BACK TO THE CULINARY, I JUST CAN'T BELIEVE THAT THIS IS MY LIFE, YOU KNOW, THAT I'VE BEEN GIVEN THESE OPPORTUNITIES, THROUGH NO MERIT OF MY OWN, BECAUSE TRULY I WAS A LOST KID COMING OUT OF NEW YORK AND JUST TRYING TO MAKE MY WAY IN THE WORLD, AND NOW EVERYTHING'S COME FULL CIRCLE.

NEVER LET SOMEBODY TELL YOU YOU CAN'T DO SOMETHING.

FIND YOUR NICHE.

TAKE YOUR TIME.

BE PATIENT.

BUT ALWAYS REMEMBER, BE TRUE TO YOURSELF.

♫♫ THANK YOU.

- THANK YOU.

Clark: THANK YOU VERY MUCH.

- THANK YOU, CHEF.

THANK YOU FOR LETTING ME BE A PART-- THANK YOU FOR LETTING ME BE A PART OF YOUR CLASS.

- THANK YOU.

- THANK YOU.

- QUIT STANDING AROUND, AND GET TO WORK!

- YES, CHEF!

Steinhauer: I AM ETERNALLY GRATEFUL TO THE CULINARY FOR ALLOWING ME TO COME HERE, TO BE A STUDENT, GRATEFUL TO THE NAVY, THE G.I.

BILL, AND GIVING ME THE AVENUE TO ACTUALLY GO TO OMEGA, WHERE I CAN COOK VEGETARIAN FOOD AND PRACTICE YOGA EVERY DAY OF MY LIFE.

[soothing percussive music] ♫♫ Turner: PEOPLE COME HERE ON A PATH OF LIFELONG LEARNING.

THE OPPORTUNITY THAT WE HAVE WITH OUR FOOD SERVICE IS TO ADD TO THEIR PATH.

WELL, THE FOOD PROGRAM AT THE OMEGA INSTITUTE IS AS FARM-TO-TABLE AS POSSIBLE.

WE'VE BEEN QUIETLY DOING THAT IN HUDSON VALLEY FOR THE LAST 35 YEARS.

WHAT YOU CAN DO IS-- TOO, IS THAT FAT END, YOU SPLIT HALF OF THEM AND TURN THEM DOWN THAT WAY.

WE START FROM SCRATCH.

FRESH PRODUCE COMES IN THE BACK DOOR, LOTS OF IT.

WE CUT IT BY HAND OR BY MACHINE.

WE DO SERVE SWIMMING AND FLYING PROTEINS; THAT'S FISH AND POULTRY.

WE COOK IT ALL AND SERVE IT THREE TIMES A DAY.

[jaunty orchestral music] WORKING WITH GREG STEINHAUER IS AWESOME.

HERE'S A GENTLEMAN THAT'S PERFECT FOR OMEGA.

HE IS IN LIFE TRANSITION.

HE'S TAKING ANOTHER STEP FORWARD IN HIS LIFE.

HE'S GOING BACK TO SCHOOL.

HE'S EXPLORING THESE DIFFERENT MODALITIES OF STUDY, YOU KNOW, YOGA AND HEALTHY EATING.

NICE.

IT'S NICE AND EVEN.

GOT TO BE CAREFUL OF SOME OF THESE BIGGER PIECES THAT ARE LONGER BUT THINNER.

♫♫ YOU KNOW, TO BECOME A CHEF, THERE'S-- IT'S AN ANCIENT CRAFT.

THAT GIVES YOU PRIDE.

THAT REPETITION OF LEARNING A CRAFT-- CHOPPING ONIONS, CHOPPING ONIONS, CHOPPING ONIONS... CELERY, CELERY, CELERY!

[laughs] THAT'S IT.

♫♫ CREATING AN OPPORTUNITY FOR PEOPLE TO LEARN AND GROW IS THE MOST IMPORTANT THING TO ME.

Steinhauer: NOW I'M REALLY, REALLY GETTING MORE INTO THE VEGETARIAN AND VEGAN LIFESTYLE, AND IT'S JUST ALL REALLY NATURAL.

[sizzling] - SMELL IT.

USE YOUR NOSE.

MAKE SURE IT'S NOT SCORCHING.

Steinhauer: INSTEAD OF GOING, "OH, YOU GOT HIGH CHOLESTEROL," LET'S JUST CHANGE HIS DIET AROUND AND SEE WHAT HAPPENS.

Turner: PEOPLE ARE STARTING TO RECOGNIZE THAT THEIR RELATIONSHIP WITH FOOD RELATES TO THEIR PERSONAL HEALTH AND HOW THEIR PERSONAL HEALTH RELATES TO THE COMMUNITY'S HEALTH.

Steinhauer: WHEN I'M COOKING FOR SOMEBODY AND I'M FEEDING SOMEBODY, I FEEL LIKE I'M ORGANICALLY DOING SOMETHING, GIVING BACK TO HUMANITY.

Turner: THIS DINING HALL REALLY IS THE HEART OF THE CAMPUS.

IT'S THE ONE PLACE ON CAMPUS THAT EVERYONE COMES TO THREE TIMES A DAY.

AND I REALLY BELIEVE THAT A LOT OF THE LEARNING THAT HAPPENS HERE AND A LOT OF THE GOOD THAT WE DO HERE HAPPENS AS PEOPLE BREAK BREAD WITH ONE ANOTHER AND SHARE THEIR EXPERIENCE.

- [whistling softly] Turner: WE MAKE SUSTAINABLE COMMITMENTS EVERY YEAR, AND WE SAY, "OKAY, THIS YEAR, WE'RE GONNA DO THIS," AND THAT'S A LITTLE STEP.

AND THEN THE NEXT YEAR, WE DO, "OKAY, WE'RE GONNA DO THIS," AND WE ADD ANOTHER LITTLE STEP.

AND BY THE TIME-- YOU KNOW, AFTER 35 YEARS OF SMALL STEPS OF COMMITMENTS, WE HAVE THIS WONDERFUL FOOD SERVICE HERE.

Steinhauer: FOR ME, HEAVEN IS NOT ELSEWHERE.

IT'S RIGHT HERE.

THIS IS PARADISE RIGHT HERE IN THE HUDSON VALLEY AT THE CULINARY INSTITUTE AND OMEGA.

THIS IS PARADISE.

- [whistling softly] Wansink: I FIND IT AMAZING THAT PEOPLE CAN GET REALLY SELF-RIGHTEOUS WHEN IT COMES TO FOOD.

I MEAN, IT'S GREAT IF THINGS ARE LOCALLY SOURCED AND THEY'RE SAFE.

IT'S GREAT IF THEY'RE FRESH AND WHATEVER.

BUT MY MAJOR CONCERN WITH MY FAMILY IS, I WANT THEM TO EAT QUICKLY, I WANT THEM TO HAVE A LOT OF FUN, AND I WANT IT TO BE REALLY CHEAP.

[quirky suspenseful music] IF YOU MAKE A LIST AND YOU END UP SETTING THIS TIME ASIDE IN YOUR WEEK TO SHOP, YOU REALLY MAKE AN EVENT OF IT.

IT'S ALMOST LIKE AN ADVENTURE OR QUEST.

IF YOU'RE DOING WHAT I'M DOING RIGHT NOW, JUST ON YOUR WAY HOME FROM WORK AND JUST TRYING TO STOP AND PICK UP A FEW THINGS, IT'S MORE OF A TASK.

IT'S MORE SOMETHING TO CHECK OFF A LIST.

YOU KNOW, OVER THE YEARS, WHAT WE'VE LARGELY DONE IS, WE'VE TRADED KIND OF CHEAP CALORIES AND CONVENIENCE FOR NUTRITION.

THIS IS RICE.

I'M BUYING IT 'CAUSE IT'S CONVENIENT.

IT'S GOT ALL THE SPICES ADDED TO IT.

ALL I HAVE TO DO IS BOIL IT AND PUT IN A COUPLE CANS OF VEGETABLES, AND I AM AWESOME AS A COOK.

I'M GONNA GET THE PEAS AND CARROTS.

THEY'RE ONLY A DOLLAR.

I'M GONNA GET A COUPLE OF THESE THINGS.

WHAT I'M GONNA DO, I'M GONNA ADD THEM TO THAT RICE, AND PEOPLE WILL THINK I SPENT THE LAST TWO HOURS DICING THESE THINGS UP BY HAND.

[laughs] VEGETABLES-- FRONT OF THE CART.

YOU KNOW, WHEN IT COMES TO VEGETABLES, WHETHER IT'S CANS, WHETHER IT'S FROZEN, WHETHER IT'S FRESH, IT DOESN'T MATTER TO ME.

IN FACT, I WOULD RATHER BUY SOMETHING FROZEN OR CANNED IF IT'S CHEAPER AND IF IT'S MORE CONVENIENT.

♫♫ GROWING UP IN IOWA-- I LOVE BEEF, AND I LOVE PORK.

AND THERE'S ALL THESE DIFFERENT DIMENSIONS UPON WHICH, YOU KNOW, BEEF CAN VARY, LIKE, YOU KNOW, WHERE IT WAS RAISED, WHAT IT WAS FED, ALL THIS SORT OF STUFF.

YOU KNOW, MAYBE IT'S IMPORTANT, BUT I'M NOT WILLING TO PAY ANY MORE FOR ANY OF THAT STUFF.

WHAT I TYPICALLY DO IS, I OFTEN FIND THINGS THAT ARE ON SALE, THINGS THAT ARE KIND OF A LITTLE BIT TOWARD THEIR EXPIRATION DATE.

THEY'RE STILL REALLY GOOD, BUT THEY DROPPED THE PRICE DRAMATICALLY.

BUT THEN I ALSO END UP LOOKING AT JUST THE UNIT PRICE AND TRY TO FIND A CHEAPEST UNIT PRICE THAT'S STILL GRILLABLE, AND I JUST MAKE UP FOR IT BY USING A REALLY NICE MARINADE.

MAYBE THE-- THERE ARE SOME THINGS THE GOVERNMENT COULD DO DIFFERENTLY.

HEY, MAYBE THERE ARE SOME THINGS THAT THE FOOD COMPANIES OR SCHOOL LUNCHES COULD DO DIFFERENTLY.

BUT THE ONE PLACE WHERE YOU CAN CHANGE THINGS TONIGHT IS WHAT YOU DO IN YOUR OWN HOME.

THAT'S WHAT PEOPLE FAIL TO REALIZE.

GOD, I LOVE BEEF--ONE OF THE GREATEST THINGS IN THE WORLD.

- OH, YEAH.

- BUT IT GETS SO EXPENSIVE.

ESPECIALLY WHEN YOU'RE FEEDING, LIKE, EIGHT PEOPLE, SO WHAT WE'RE GONNA DO IS-- HERE, WE'RE GONNA USE A LITTLE TRICK.

I GOT THE CHEAPER STUFF... - [laughs] - AND IF WE CAN MARINATE IT... WE CAN SCORE IT UP AND MARINATE IT, THESE GUYS, WHO ARE ALL FOODIES COMING TONIGHT, THEY'RE GONNA THINK IT'S THE EXPENSIVE STUFF.

- ALL RIGHT, WE'LL TRICK 'EM.

- WE WANTED TO GIVE A LITTLE BIT OF KICK TO THIS STUFF, 'CAUSE OTHERWISE, IT'S GONNA BE KIND OF BORING, SO I'M GONNA-- I THINK I'M GONNA START WITH-- I'LL START WITH A LITTLE BIT OF THIS WINE.

THIS IS PRETTY FRUITY STUFF, SO IT'S GONNA BE OKAY.

GONNA ADD A LITTLE BIT OF OIL HERE.

THAT'S GONNA HELP SORT OF SEAL THINGS IN AND KEEP THINGS KIND OF JUICY.

AND THIS SHOULD BE PRETTY JUICY STUFF.

IT'S JUST NOT VERY FLAVORFUL 'CAUSE IT'S KIND OF A CHEAP CUT.

YOU KNOW, NOTHING LIKE MSG IN SOY SAUCE.

- [laughs] - OOH, YEAH.

I NEED A LITTLE BIT OF SALT AND PEPPER.

IT DOESN'T HAVE TO BE ANYTHING BIG.

MOUTARDE, AS THEY CALL IT.

- [laughs] - LET'S SEE, UH...

I COULD USE THE EXPENSIVE STUFF, OR I COULD JUST USE-- THIS IS-- I MEAN, THIS IS GENERIC.

[humming] ALL RIGHT.

KIND OF A WAY TO ACCELERATE SORT OF THE EFFECT OF THIS STUFF IS JUST TO SCORE UP THE MEAT A LITTLE BIT, AND THAT WAY, IT SOAKS IN A LITTLE FASTER.

I THINK THIS IS GONNA BE GOOD STUFF.

BUT THE THING IS, IT'S JUST NOT THAT... YOU KNOW, THIS WILL BE GOOD STUFF.

NICE THICK STEAK, BUT... - OH, YEAH.

- YOU KNOW, IT BASICALLY EXPIRES TODAY.

YOU KNOW WHEN IT SAYS-- - [laughs] - WHEN IT SAYS-- WHEN IT SAYS ON THE PACKAGE, YOU KNOW, "DON'T SELL AFTER"... - YEAH?

- "DON'T SELL AFTER" IS TODAY.

- OH, PERFECT.

WE'RE A SUPERMARKET'S DREAM.

- YEAH, THAT'S RIGHT!

[laughing] MY WIFE'S NOT HERE TO DO IT RIGHT, SO WE'RE GONNA DO IT... WE'RE GONNA DO IT THE UGLY WAY.

YOU KNOW, IF YOU DON'T TELL SOMEBODY SOMETHING'S WRONG, THEY'RE NOT GONNA KNOW IT.

IF YOU DROPPED THE... thud!

MEAT ON THE FLOOR, PICK IT UP, PUT IT BACK ON, NOBODY'S GONNA KNOW; NOBODY'S GONNA CARE.

WE'RE GONNA POUR A LITTLE BIT ON HERE, AND THEN LET'S JUST CHANT A LITTLE PRAYER AS WE'RE POURING IT ON.

UH... THAT'S RIGHT.

WE'RE HAVING...

SORT OF THE NEW ORLEANS-STYLE RICE WITH SOME ADDED VEGETABLES TO GIVE IT A LITTLE BIT MORE HEALTHFULNESS.

AND WE'RE HAVING MY FAVORITE FOOD IN THE WORLD NEXT TO MEAT: CORN.

ALL RIGHT.

OH, MY GOD.

THIS IS--OH.

THIS IS GONNA BE THE GOOD STUFF.

- HOW'S THE MEAT LOOKING?

- IT'S ACTUALLY LOOKING TWO PIECES SHORT, 'CAUSE I THINK WE GOT TEN PEOPLE, AND WE ONLY HAVE EIGHT PIECES OF MEAT.

- OH, REALLY?

THAT'S ALL RIGHT.

WE'LL JUST GRAB SOME SMALL PLATES.

IT'LL LOOK BIG.

- THAT'S RIGHT.

WE'LL FLIP THESE THINGS OVER.

WE'LL GIVE 'EM A FEW MORE MINUTES, AND WE'LL MAKE IT-- WE'LL MAKE IT MAGIC HERE.

[laughing] [meat sizzling] YOU KNOW, THE POWERFUL THING TO REALIZE IS THAT OUR ENVIRONMENT HAS AN INCREDIBLE IMPACT ON HOW MUCH WE EAT.

THE SIZE OF THE PLATE, WE'VE FOUND, INCREASES HOW MUCH YOU EAT BY 25%.

- HEY, THANKS, BRIAN.

Wansink: ABSOLUTELY.

DR. BILL, YES, YES, YES, YES, YES.

man: AND CHEERS TO THE GOOD COOK.

- OH... [laughs] - CHEERS!

- YEAH.

- THANK YOU, THANK YOU, THANK YOU, THANK YOU, THANK YOU, THANK YOU.

- MMM!

woman: EAT AT YOUR OWN RISK.

THAT'S ALL I CAN SAY.

Wansink: OH.

[laughter] I WAS PLANNING AHEAD THIS TIME.

- [coughing] - YEAH.

woman: SO WHAT DOES THE SOY SAUCE DO?

- THE SOY SAUCE JUST ADDS MORE SODIUM.

[laughter] SHOULD HAVE BOUGHT THE MORE EXPENSIVE MEAT.

- YEAH.

[laughter] Wansink: PEOPLE ONLY SEE TWO SIDES.

THEY SEE THE: "DON'T EVER EAT FAST FOOD," "FOOD COMPANIES ARE EVIL."

WE GOT THE OTHER SIDE, WHICH IS LARGELY THE FOOD INDUSTRY, FOR THE MOST PART, SAYING, YOU KNOW, "WE WANT TO GIVE PEOPLE CHOICE.

"WE WANT TO GIVE PEOPLE OPTIONS.

PEOPLE CAN BE ACCOUNTABLE.

LET THEM DO IT."

WHAT'S NOT THERE IS THE THIRD ALTERNATIVE, SOMETHING THAT CAN KIND OF MAKE EVERYBODY, I THINK, A LITTLE BIT HAPPIER, AND I THINK THAT IS-- WHAT I TRY TO LOOK FOR IS A THIRD ALTERNATIVE THAT'S AMENABLE TO EVERYTHING.

- SOMEBODY ASKED ME ONE DAY, WHAT IS MY FAVORITE MEAL TO COOK?

AND 20 YEARS AGO, MY ANSWER WOULD HAVE BEEN COMPLETELY DIFFERENT.

I WOULD HAVE COME UP WITH SOME HIGHFALUTIN FRENCH DISH THAT WOULD HAVE WOWED YOU, AND YOU'D HAVE BEEN LIKE, "WOW.

THAT GUY REALLY KNOWS HIS THING," RIGHT?

TODAY MY ANSWER IS, WHEN I'M COOKING SOMETHING FOR YOU AND IT'S YOUR FAVORITE DISH AND YOU LIKE IT, THAT'S MY FAVORITE THING TO COOK.

- WORKING WITH SOMEBODY LIKE GREG, WHO IS ALSO A NAVY VET, THE VERY FIRST THING WE DO IS MAKE FUN OF THE OTHER BRANCHES OF THE MILITARY.

THAT'S THE VERY FIRST THING THAT ALMOST HAS TO BE DONE.

- CARROTS ARE GOOD.

THEY'LL ALSO PUT GOOD SKIN COLOR INTO YOU.

SO IF YOU'RE LILY-WHITE AND YOU WANT TO GET A LITTLE BIT OF COLOR, EAT A CARROT.

IF YOU EAT-- IF YOU EAT ENOUGH CARROTS, YOU'LL TURN ORANGE.