East Side Social: A Lesson in the Evolution of My Homophobia

I think I’m still homophobic.

Before you cast stones and banish me to hell, let me explain.  I believe there has been an evolution in the definition of homophobia over the past two or three decades.  As a high school student at an all guys school in Sudbury, Ontario in the late eighties, I sat around the lunch table with a bunch of social rednecks and laughed at  gay jokes like the rest of them.  I had little regard for the struggles associated with homosexuality. First, I naively thought that none of my friends could possibly be gay.  Secondly, I believed that in fact nobody in Sudbury was gay and that the whole movement was a trendy urban phenomenon.

After high school, I was keen to get out of Sudbury (much like my gay friends it turns out)  and I pursued my post-secondary education  at the University of Guelph.  Guelph was interesting in the sense that it was quite dichotomous; one one side were flocks of macho agricultural students and on the other were the advocates for social justice in which gay and lesbian rights lead the charge.  Add the learnings from my first year sociology course, and I grew to realize that I needed to tolerate people who were different than me in whatever way that was.  Still, I was leery to full embrace the movement because, while I was being taught the need for tolerance in order to live in a utopia, my science courses challenged me to believe that everything, whether it was faith in God or same sex attraction, required a biological rationale.  If you could show me that brain size or the expression of a specific gene could explain why I don’t steal or why I would prefer men over women then I would be much more accepting.  I never found definitive evidence which continued to allow me to live in a bubble and live with the mentality that,although I was in the midst of gays and lesbians, I still really didn’t know many so I really need to understand.

Years later, with the advent of social media and other means of communication, I learned that many of my schoolmates and,  in fact, a few of my  closer high school friends were now overtly gay. It was a bit of an epiphany and really the first time when I truly understood my self-righteous nature.

There is no question that in the past few years, gay rights have been at the forefront.  The explosion of the pride movement and changing legislature catalyzed by a proactive federal and provincial government have set the stage for mass social acceptance of anybody regardless of gender, race, age and, of course, sexual orientation.  During this movement, I have further evolved along my homophobic spectrum to a point where I think I finally get it.

So, why am I still homophobic and why the hell am I writing this stuff on a food blog?  It’s simple; I had a dining experience which put things into perspective.  I met a couple of work colleagues for dinner at Eastside social.  Located in mercurial Leslieville, Eastside offers a seafood heavy menu in the trendy prohibition decor. Since it was still summery outside, we opted for the quaint back patio and were introduced (or at least playfully warned) about our waiter for evening.  Eccentric to say he least, we was a 53 yo gay guy who hails from…yes….Sudbury, Ontario.  I relayed that this was my hometown and for the remainder of the night we had conversations about our native neighborhoods, porchetta bingos at the Beef ‘n Bird, Tarini’s meat shop and why we both got the hell out.

Fighting the desire to order off the small but impressive cocktail menu, we each ordered a pint each from the small draught menu (I went with the Junction Conductor’s ale). His passion for life mimicked his passion for the food.  He quickly agreed when we suggested the sardine crostini to start.  For the main, he proudly boasted that there wasn’t a bad offering but in particular recommended the fish tacos and octopus. We agreed and also added the crab stuffed leeks to the mix. One of my colleagues had a seafood allergy, so, although there was an arctic char special, it was suggested that he stick to land dwelling protein for safety purposes.  When he asked about the hanger steak, the waiter explained it was quite good, especially since it was seasoned with a rub and that he likes anything which involves rubbing meat.  My normal reply would have been “Why do you think I’m ordering the char?” but a total lack of confidence in the given situation killed it and I simply laughed.  This is why I think I’m still homophobic; my phobia lies in my confidence about being straight. For some reason I have it in my head that I should be apologetic about liking woman; a philosophy which upon reflection is simply ridiculous.

As for the meal, the sardine crostini was brilliant in its simplicity and presentation.  The crab stuffed leeks were quite interesting in that they were almost a modern spin on the famed Crab Louis salad.  The fish tacos were smartly served on corn tortillas and gently breaded so the flaky fish instead of everything else was the star.  The octopus was charred a little more than I prefer but still very tender and seasoned beautifully with olive oil and citrus (personally it’s nice to see a generous portion of octopus minus the potato and/or olive which seems to grace most of the other menus in town).  Each of the dishes, however, was served with the waiter’s confidence which almost forced me to agree that the meal was great and maybe even better than it actually was.

As mentioned, the whole experience got me thinking.  The biggest barrier I had in the past was the need to believe that people needed to make decisions for reasons which are rooted in science or logic or whatever you want to call it and that by making decisions outside of norms will draw attention so a person needs to consider this when deciding what to say or do.  That couldn’t be further from the truth. Some people seem to think that our forefathers fought for the freedom of our country with some sort of stipulations. I don’t think even the most conservative veterans put their lives on the line for some Canadians..they did it for all Canadians.  They were protecting the freedom and liberty of us all and last time I checked, this meant making whatever decisions we want.  If someone wants to wear pajamas to Walmart, so be it.  If sometime was to tattoo their mother’s name on their shoulder or the first letter of Paul to Corinthians on their forearm then so what.  If a little girl decides she’s going to escape poverty and blow the world away, she has the ability to do so.  What took me years to understand was whether a person chooses to be gay or is biologically gay is a moot point..the fact is they are gay and have a right to be.  In saying that I came to realize that I can be confident and proud about the fact that I’m straight in the same way I’m proud to be of Irish or English descent.

In the end, confidence is a virtue, whether it is expressed as an establishment or as a person. Claims  such as “The Best Wings in Town” or “Sudbury’s Best Fries” have been effective and primarily unproven claims of restaurants for years because they are rooted in confidence.  Despite the aforementioned waiter, an experienced owner and a swanky decor designed by celebrity stylist Cherie Stinson, perhaps the biggest swagger Eastside Social has is setting up with some success within the boundries of the stubborn Leslieville scene.

On a personal note,  I can get up in front of a group of 200 and speak.  I can lead a team building discussion with ease.  So why can’t I declare my frank heterosexuality in the midst of a confident gay man?  Maybe it’s because I’m still homophobic. In this regard, next time I come here I’ll confidently order the char and better yet, switch to the chicken shortly after.

Eastside Social Menu, Reviews, Photos, Location and Info - Zomato


Boralia: Helping Hipsters Forage and Making Canadian History More Exciting Since Circa 2014

Among the many things I remember about my childhood growing up in Sudbury include these three: I was a forager before foraging was cool, I found Canadian history extremely boring and I love pierogies.  From a foraging perspective, I used to make money as a teen tackling the hills of the Canadian Shield and picking blueberries as a young member of my grandmother’s berry cartel, supplying her red hat friends with bad hips with enough substrate to produce jam for the long, cold, northern winters….at a premium price. Second, I’ve always been a science guy and despite my rather trivial mind, I’m not typically a fan of history. I typically scurry around a trivial pursuit board avoiding the yellow pie at all costs.  I’ll get back to the pierogies.

In 2014, Boralia opened along the Ossington strip (well it was called Borealia at the time because I guess one couldn’t avoid lawyers even in the 1600s) promising to pay homage to the new trend of classic Canadian fare.  Hipsters, many of which couldn’t put a tent together let alone provide a synonym for a gooseberry, are flocking here in numbers not to mention that Chris Nutall-Smith listed it as one the top 10 Toronto restaurants in 2015.  Since it was my turn to pick a restaurant for a few colleagues, I thought it was a good call.

The menu is meant to be a bit of a history lesson fused with modern day food trends.  For example, two of the snacks (the Deviled Chinese Tea eggs ($9 for 4) and Chop Suey Croquettes($7.50 for 4) are inspired by the mass Chinese immigration of the 1860s.  As mentioned, I’m no historian, but I can’t imagine groups getting together in Vancouver and having potlucks while passing around deviled eggs. Nonetheless, they were decent starters although nothing that stood out anything more than a good Chinese side dish made fresh at a food court in Sault Ste. Marie or my Gramma’s eggs sprinkled with paprika at Thanksgiving dinner did…and that’s not necessarily a bad thing.

The main menu features a number of less orthodox proteins which requires some imagination although there are some safer choices for those who don’t want to recreate 200 year old Canadiana.  After some negotiation and hints from past patrons we knew (and a bit to my chagrin), we avoided the whelk, elk and pigeon and agreed on the l’éclade (mussels) $17, mushroom salad $14, bison tartare $15 and sweetbreads $15. The mussels, smoked with pine, was a reflection of the early 1600s.  Served in a clear dome with spiraling smoke, the mussels were delicately done to perfection. It’s so hard not to overcook these fussy mollusks and these were a huge success. The mushroom salad looked like a wreath of earthy colours and the hazelnut corn cake hidden in the foliage was simply addictive.  The bison tartare was a twist on the now ubiquitous modern day classic.  Instead of traditional pickles, punchy heat and an egg as a binder, this tartare utilized garlic and ginger , pickled fennel and lardo to add some fat to the otherwise lean bison.  The grilled bread was a delicious vehicle. The sweetbreads (circa 1876) made sense from the perspective of a nose to tail concept which was necessary during pre-war times  as opposed to cool in the modern era of excess wastage that we are now accustomed to.  Even if it’s not a traditional 19th century recipe (it very well may be), the sweetbreads were extremely tendered and seasoned nicely.

After a few drinks down but with some realization we wouldn’t shut the city down, we decided to indulge in the closest thing we could find to street meat…the bane of the spelling bee…the famous pierogi.  Whether you pick up a frozen bag for a few bucks, have a church nearby or are lucky enough to have an Eastern European family member, these delicious dumplings are the ultimate comfort food. In the case of Boralia, they had some foodie flare in that they were served on a bed of red cabbage. They were good dumplings but 3 for $13 was certainly not a price from the 1800s.

boralia pierogy

Dessert was a homey pumpkin cake with corn ice cream and probably the most recognizable  and predictable Canadian dish on the menu.  It was good but not remarkable.

boralia dessert
Pumpkin Bread Pudding with Corn Ice Cream $9

My Take

The thought of foraging can take on many meanings. Traditionally, it means to live off the land.  For some, it means erecting an urban garden in a few square feet of back yard or in a flower box on a balcony. Others may perceive it as a trip to the urban Sobey’s  across the street to to buy a few kumquats. Regardless, the concept is alive and well and has trickled into Toronto’s restaurant scene.

At the same time, Canadian food has become synonymous with living on the land.  This countries vast landscapes and diverse climates makes it a cornucopia of all things land and sea.  At the same time, as Canada’s rich multicultural history continues to evolve so does its food to the point where eatables like pierogies are now considered as patriotic as maple syrup.  Put the two concepts together and anything goes. In fact, Parks Canada devotes a component of its website with an app called the Parks Canada Heritage Gourmet App which pays homage to traditional Canadian recipes.


In the end, hipsters can live vicariously as foragers through the Boralia menu. As for me, I may have payed more attention in history class in high school if it hinged on my understanding of the influence of various cultures on what we call Canadian cuisine today.

Boralia Menu, Reviews, Photos, Location and Info - Zomato

What if Jeff Foxworthy was a Hipster instead of a Redneck?

I went to school at the University of Guelph which meant I got to know a lot of agriculture students, many of which are self-proclaimed rednecks. I also grew up in Sudbury.  As a result, I could relate when Jeff Foxworthy burst onto the scene in the early nineties with his signature “You Might Be a Redneck” franchise. To this date, I still laugh at them. The latest one I heard was “If you have just been interviewed about the tornado for the fifth time…you might be a redneck.”  I appreciate his humour in the sense that, like Jerry Seinfeld, he can make fun of the boring antics of Caucasians through astute observation.

This got me thinking what would happen if Jeff were a hipster.  I think he would have a field day with the antics of this outrageous urban subculture. There are definite differences between rednecks and hipsters. For example, ask both what PBR means and one would reference professional  bull riding while the other would ask for a beer.  I’m not pretending for a second that I’m some hilarious comedian but I do eat out a lot and have been immersed in this culture long enough to make some general observations.  So here is my attempt at “you might be a hipster”:

  1. If you read your tattoos to kill time on the subway…you might be a hipster.
  2. If your wardrobe is less diverse than Fred Flintstone’s…you might be a hipster.
  3. If at least one of your T-shirts has a picture of Fred Flintstone…you might be a hipster.
  4. If your happy hour starts at 10 pm…you might be a hipster.
  5. If your pre-set iPhone alarm contains nothing with the letters “am” in it…you might be a hipster.
  6. If your meaning of gelling with someone is comparing the product in your slick backs…you might be a hipster.
  7. If your primarily using your Bachelor of Arts to sculpt your mustache…you might be a hipster.
  8. If you live above where you eat…you might be a hipster.
  9. If you know the difference between crudo and carpaccio but not the difference between walk and don’t walk…you might be a hipster.
  10. If you can identify Nicaragua, Columbia and Kenya in a cup but not on a map…you might be a hipster.
  11. If you have “ubered” yourself for a ride home…you might be a hipster.
  12. If your definition of a car payment is $10 to a food truck…you might be a hipster.
  13. If you wait longer for a taco than you do a medical procedure…you might be a hipster.
  14. If you think “gimmie the skinny” means taking off your tie…you might be a hipster.
  15. If you need to register your beard with animal control on an annual basis…you might be a hipster.

I have no plans to quit my job and join the Plaid Collar Tour anytime soon but hey…it helps ease the pain.

John Nist, James Brown and the Bastardization of Humanity’s Most Beloved Staple.

Bread is one of the most powerful foods on the planet.    Each region of the world has taken this simple staple and has adapted it to reflect local taste, ingredients and artisan influence. There is spiritual meaning in this staple.  Roman Catholics equate bread to the body of Jesus Christ.  In the old testament, manna rained from the heavens during times of desert travel. Bread is the focal point of famous works of art throughout many centuries.  In 1498, Leonardo Di Vinci finished the last supper which depicted the sharing of bread among Jesus and his apostles.  Picasso’s “The Blind Man’s Meal” was a haunting painting featuring a small loaf of bread is characteristic of his blue period. One of the most famous pictures of the 20th century was “Grace” by American Eric Enstrom which simply shows a man saying grace in front of a loaf of bread.

The Blind Man's Meal by Pablo Picasso-1903
The Blind Man’s Meal by Pablo Picasso-1903
Grace by Eric Enstrom 1918
“Grace” by Eric Enstrom 1918

I think bread is the fashion of the food world. I grew up in a post-hippy financially constrained family. My clothes were like my bread….most times I ate Cecutti’s white bread while wearing leisure pants.  I was content.  It was a simple time. Grocery aisles weren’t lined with designer bread..choices were limited primarily to brown or white.Weekends were more exciting, which included a ride to Golden Grain bakery in Sudbury after church followed by a rush home so butter could be slathered on the loaf of Dark Rye while it was still warm.

One of my most vivid memories of high school was when my grade 13 teacher recited a poem called  Revolution: The Vicious Circle by John Nist. He quietly sat and started muttering the word bread, repeating it over an over, raising his voice each time.  By the fifth bread he was screaming like a lunatic and suddenly recited the word dead with the speed of a machine gun. After a brief pause he repeated the bread mantra again with the same deliberate crescendo, ending with a BREAD! that even woke up the dude in the back who slept through 80% of every class he ever sat in.


                                 b r e a d !

                              B  r  e  a  d  !

                            B   r   e   a   d   !

                         B     R    E    A     D   !

        dead - dead - dead - dead - dead - dead - dead - dead - dead.

        dead - dead - dead - dead - dead - dead - dead - dead - dead.

        dead - dead - dead - dead - dead - dead - dead - dead - dead.

        dead - dead - dead - dead - dead - dead - dead - dead - dead.

        dead - dead - dead - dead - dead - dead - dead - dead - dead.


                                 b r e a d !

                              B  r  e  a  d  !

                            B   r   e   a   d   !

                         B     R    E    A     D   !

I can’t deny that bread, like anything else, is based on  a supply and demand model. In our current age of entitlement and need for individualization, it’s not surprising that such a wide variety exists.  Choices now range in the dozens but the irony is the vast majority of these are controlled by two companies; George Weston Limited Weston and Canada Bread (who is utlimately owned by Maple Leaf foods). Otherwise, the smaller bakeries are being swallowed up by others.  Take for example, Guenther and Son, a Texas company  who has recently acquired three Canadian bakeries including one which supplies baked goods to McDonald’s in Eastern Canada and the US Midwest.

Canada’s flawed food guide preaches that we as consumers should eat an abundant amount of baked goods but recommends whole grains to provide the necessary fibre and nutrients necessary for optimal health.  Dempster’s for example (yep…owned by Canada Bread) among others have pounced on this by producing the Healthy Way line which includes the  Double My Fibre!, Say No To Fat and Sugar! and Boost my Protein! (just a note..exclamation marks must mean it’s good).  This whole line is nothing but a feel good means of fooling people into believing that they can rely on a quick and packaged means of providing the necessary nutrients necessary for optimal health.  Each designer bread promises exactly what you need.  They are surprisingly similar however.  For example, Say no to Fat and Sugar! comes with the tagline “helps maintain a healthy body weight” although it has the same caloric content as Double my Fibre!.  Boost my Protein! offers the same amount of protein as Double my Fibre! It’s smoke and mirrors..nothing more than disguising a similar product with an ingenious marketing program. Take the following clip for example.

First of all, James Brown must be rolling in his grave. Clearly, the rock ‘n roll icon is being copied  as a second rate entertainer you would hire for a birthday party.  Second, it’s unclear as to what anything in this entire scene has to do with bread other than the one or two second break the guy takes to gnaw into a sandwich in between his slick dance moves. And who the hell is Jason?

Speaking of James Brown, perhaps his death may have been avoided if Dempster’s Healthy Way with ProCardio recipe bread was available.  Nothing speaks cardiovascular health like this ingredient list:

Water, whole grain whole wheat flour including the germ, oat bran, wheat gluten, sugar/glucose-fructose, inulin (chicory root), yeast*, oat fibre, sugar beet fibre, plums, vegetable oil (canola or soybean), vinegar, salt, acetylated tartaric acid esters of mono and diglycerides, calcium propionate, sodium stearoyl-2-lactylate, sorbic acid, trisodium citrate 2-hydrate, potassium chloride, magnesium carbonate, natural flavour. *order may change. May contain sesame seeds, soybean and sulphites. [L804].

Other than a slightly lower amount of  sodium (110 mg vs 150-200 per slice) and a good whack of fibre , I see little to justify the bold claim made on their website: “The only bread uniquely designed for those looking to maintain healthy cholesterol  and blood pressure levels and reduce the risk of heart disease”. I’m unaware of any data showing the positive effects of acetylated tartaric acid of mono and diglycerides on cardiovascular health. Some will attempt to link inulin to improvements in metabolic parameters but little data exists.  In fact, any benefit from inulin seems to come from ultra-high doses and usually comes at the expense of diarrhea, bloating and other GI upset.

You are What you Eat.

As mentioned, bread is a staple in the diets of many. It is rooted in symbolism and has meaning  beyond simple sustenance. Therefore, it makes sense to suggest that the type of bread one prefers says a lot about themselves as a person.  Take the following for example.

Home Baker

Owns at least one apron with something like “World’s Greatest Baker” or “Better than Eggspected” written on it. Announces days in advance that they will make bread with the eggspectation that everybody will be in a fasting state come the day. In turn, they consume half the homemade loaf and justifying it by citing the caloric expenditure needed to kneed bread for seven minutes. Prone to criticize any bread that isn’t theirs, especially their rival down the road who uses, gasp!, a bread maker instead of good old-fashioned elbow grease.

White Bread

Afraid to take chances and probably still lives at home.  Likely rejects health professionals and their misguided calls for healthier eating.  Extremely stubborn..showers with soap instead of body wash, drives with a stick shift and probably likes bologna.

Whole Wheat

Tend to think this is the only diet change necessary to sustain optimal help.  Enjoys one upping white bread eaters by ordering brown toast with their greasy breakfast followed by the comment “You eventually get used to it”. Parks as close to front door of restaurant as possible.

Ancient Grains

Always had a secret desire to live off the land but didn’t develop the skills to do so. Owns a Tilly hat. Also wanted to be on the archery team in high school.   Likely watches Survivor, Siberia and Get Out Alive with Bear Grylls. Secretly tapes shows on OLN and about Mayan history.


If Caucasian, attributes consuming naan bread to a spiritual awakening resulting in the opening of the third eye chakra which further demonstrates their spiritual superiority over their friends and family. Shakes head at those who block their chakras by eating the European stuff.


Just like the Naan eater but one ups them by claiming a yeast intolerance in addition to the need for chakra cleansing.


Actively seeks and embraces new food trends to justify donning plastic rimmed glasses and vats of hair gel. Biggest enemy is the naan eater who is outdated by following a food trend that is so 2011. Uses wikipedia frequently to remind themselves why they eat injera and to learn at least one other kind of Ethiopian food.  Opts for sandals over shoes.

Also appealing to running room enthusiasts who attribute their  improved endurance to the consumption of the same carbohydrate as Ethiopian marathon runners.  Specifically, they cite the super grain teff not realizing that ironically most injera in Canada is made with wheat, barley and rye, a stark contrast to their belief that wheat belly is the leading cause of sluggishness in North America (also see gluten free).


Thinks that nutritional pundits who equate one bagel with four slices of bread are leaders of a government conspiracy.  Rolls eyes at those who fail to match flavoured bagels with the appropriate cream cheese. Swears the best bagels are either in Montreal or New York even though they’ve never been to either city.

Vegetable Bread

Subscribe to Today’s Parent magazine and pat themselves on the back for fooling their children and/or spouse into eating healthy.  May not eat this bread themselves since they like real vegetables but have empathy for those who don’t. Like crows, attracted to shiny things like orange bread and scantily clad yoga enthusiasts in television commercials.

Healthy Way- Double my Fibre!

Sees a good day as one that includes at least one bowel movement.  Have convinced themselves that  orange flavoured Metamucil tastes good.  Hobbies include watching the Price is Right, reading Prevention magazine and rushing to the grocery store when toilet paper goes on sale.

Healthy Way- Boost my Protein!

Believes that no amount of protein a day is enough and likely washes it down with a whey shake.  May lather with 2 tbsp of mayonnaise because they read somewhere that like protein, liberal consumption of fat at meals makes you feel full….and it’s healthy fat! Could possibly be seen wearing a bandana or a  muscle shirt depicting some animal dressed as a human pumping heavy amounts of iron.

Healthy Way with ProCardio Recipe

Reluctant to take medications since they think all health professionals (except Dr. Oz) are in the pockets of big pharmaceutical companies and swear they can reduce their risk of heart disease by eating bread, listening to Cat Stevens and walking their dog Muffy.  They smell like garlic, drink 14 cups of green tea a day and take melatonin so they can sleep at night.

Thin Slice

Also buy 100 calorie portion controlled chips, chocolate bars and soft drinks.  Reads the less than 600 calorie menu at restaurant but opts for the burger promising to return to lean cuisines tomorrow. Watches “The Biggest Loser” while eating frozen yogurt instead of ice cream and thinks Jillian Michaels is an inhabitant of the planet “Awesome”.

Thick Slice/Texas toast

Laughs at any joke or statement containing the words “it’s not the length, it’s the width that matters” or “Everything is bigger in Texas”.  Thinks breakfasts with two eggs and Hondas are for sissies. Likely has a tattoo paying homage to either  their country or mother.  Drives a domestic car or pickup with a bumper sticker which says “If you can’t stand behind our troops, feel free to stand in front of them”, ” Still have a job? Keep buying Foreign” or “If you can read this, you’re too f@#*ing close”.  Either that or they really like french toast.

Stays Fresh Bread

Takes 3 weeks to eat a loaf of bread.  Otherwise, likely has built an underground shelter with the belief  that Armageddon is imminent and that the only survivors will be themselves, cockroaches and their loaf of Dempster’s Stay Fresh white bread. Not concerned with the fact this bread has less nutritional value than a bag of sugar.

Gluten Free

Insists that gluten free bread is delicious even though it isn’t. Uses lines like “Man, I think the sorghum to millet ratio in this bread is fabulous..well worth the $14.50” and then insist they don’t even miss the real thing.  Repeats the same behavior with brownies, cake, wraps, muffins, cupcakes, bagels, tarts, squares, pasta, cereal and pancake mix. Those around them smile and nod and binge on anything with gluten at their first opportunity, complete with some sort of lactose and/or caffeine containing beverage.

My Take

The once sacred art of making bread has been replaced with the mass production of designer brands with more substance on the package than in the loaf itself. Gone are the days where a table would share a loaf equally among all.  If Di Vinci painted the last supper today I wonder if there would be an array of bread to satisfy each palate.  Maybe before betraying Jesus, Judas Iscariot would prefer Texas toast while Bartholemew would opt for gluten free.  In the end, through devious marketing campaigns, celebrity endorsements and misleading product claims, consumers are left confused when they stroll down the bakery aisle at the local grocery store. This spiritual staple, like other foods, has been bastardized by corporate juggernauts who disguise the bottom line as a commitment to improving the health of consumers everywhere.