Burger King and Waitrose pull burgers as reality of our food production bites

Burger King have rocketed to the fore of the ‘Horsegate’ (or should that be Horseplate) scandal by dumping millions of beefburgers shortly after insisting that the burgeoning crisis would leave them unscathed.

Restaurant managers across the UK have been told to whip their whoppers off the flame grills and mark them with the dreaded X as kitchen utensils used by staff in their 485 branches are consigned to the industrial washing up pile to be “cleaned and sanitized”.

Ignominy has engulfed the burger barons as the Sun, that well known bastion of truth, virtue and accountability, reported that staff had been instructed to carry on flipping suspect burgers before a fresh supplier came on stream.

The Sun and other tabloids in the – er – stable may shout themselves – er horse over the scandal and bandy about household names to try and ratchet up the panic. But we won’t stand for that sort of thing furlong here at excite. It’s downright off fence ive.

Sorry. But the point is, this is an object lesson in the industrialisation of food production. Other brands pulling products include Waitrose and Premier Inn.

And here is the crux. This pernicious system of brand identity that we are encouraged to buy into has been exposed as the soft focus fraud we’ve always secretly known it to be.

Whatever logo, tagline or brand anyone wants to put on a product to sell a vision, the grimy, horse contaminated fact remains that half of it probably came from the same supplier and is snaking its way through the same supply channels. The idea that mass market distributors are stroking cows, playing them Mozart and then flogging 4 burgers at 99p is simply ludicrous.

Neigh say we. Neigh. We’ll have a fiver each way on it not changing anyone’s eating habits. Denial and outrage combined are deeply comforting.

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