Kamis, 23 Februari 2017

Ebook Download Rustic Italian FoodBy Marc Vetri, David Joachim

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Rustic Italian FoodBy Marc Vetri, David Joachim

Rustic Italian FoodBy Marc Vetri, David Joachim


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Rustic Italian FoodBy Marc Vetri, David Joachim

Slow-cooked meats, homemade breads, flavorful pastas...these are the traditional comfort-food classics that Italians have been roasting, baking, curing, and making in their own kitchens for generations--dishes that people actually want to cook and eat. In Rustic Italian Food, acclaimed Philadelphia chef Marc Vetri celebrates the handcrafted cuisine of Italy, advocating a hands-on, back-to-the-basics approach to cooking. Home cooks of every skill level will revel in the 120 recipes, such as sweet Fig and Chestnut Bread, rich Spinach and Ricotta Gnocchi, savory Slow-Roasted Lamb Shoulder, and fragrant Apple Fritters. Rustic Italian Food is also an education in kitchen fundamentals, with detailed, step-by-step instructions for making terrines, dry-cured salami, and cooked sausage; a thorough guide to bread and pasta making; and a primer on classic Italian preserves and sauces. Much more than just a collection of recipes, in this book Marc Vetri connects us directly to the essence of Italian food.

  • Sales Rank: #813569 in eBooks
  • Published on: 2011-11-01
  • Released on: 2011-11-01
  • Format: Kindle eBook

Amazon.com Review
Featured Recipe: Semolina Gnocchi with Oxtail Ragù

Makes: 6 servings

Oxtail Ragù
21/2 pounds oxtail, trimmed of fat
Salt and freshly ground pepper
Tipo 00 or all-purpose flour for dusting
2 tablespoons grapeseed oil or olive oil
1/2 onion, coarsely chopped
1 carrot, peeled and coarsely chopped
2 large ribs celery, coarsely chopped
3 peeled plum tomatoes (canned are fine, preferably San Marzano)
1 cup dry red wine
3 to 4 cups beef stock or water
Sachet: 1 rosemary sprig, 5 flat-leaf parsley sprigs, 5 black peppercorns, 1 bay leaf, 1 smashed clove garlic, tied in a cheesecloth square

For the ragù: Preheat the oven to 325ºF. Season the oxtail with salt and pepper, then dust with flour. Heat the oil in a large roasting pan over medium-high heat. Add the oxtail and sear until browned all over, 10 to 15 minutes.

Remove the meat from the pan and add the onion, carrot, and celery. Cook until lightly browned, 5 to 10 minutes. Add the tomatoes and cook for 2 to 3 minutes. Add the wine, stirring to dissolve the browned bits on the pan bottom. Return the meat to the pan and cook until the liquid reduces in volume by about half, 5 minutes. Add enough stock to come two-thirds of the way up the meat. Sink the sachet into the pan, cover, and cook in the oven until the meat pulls off the bone easily, 21/2 to 3 hours.

Remove the meat and sachet from the pan, then pass the sauce through a food mill or blend briefly in a food processor.

Pick all the meat from the bones (discarding any large chunks of fat) and return the meat to the sauce. Taste and season with salt and pepper.

Review
“Vetri is not only a chef but a home cook. He is a veteran cookbook writer and old soul who thrives on thoroughness and detail. But above all Vetri is a mensch, generous and kind and full of life, and he brings that to every page.”
—Gabrielle Hamilton, chef and author of Blood, Bones & Butter

“Philadelphia's Marc Vetri will unapologetically teach you the way Italian food has been made for centuries, but in doing so will apply modern sensibilities that make his food the favorite of chefs around the country … Not sure about making your own pasta? Start with the spinach and ricotta gnudi. They're simple and as sexy as they sound, assuming you know that the ‘g’ is silent.”
—St. Petersburg Times, 12/14/11

“Marc Vetri's rustic food is very family friendly, big on flavor, with detailed recipes that will make you want to cook.”
—Ideas in Food, 12/13/11

“This is a precision how-to book for a much broader range of foodstuffs – from great rustic breads to delicious mostardas and even homemade charcuterie … Rustic Italian Food demonstrates compellingly that good cooking is not about bling but about simplicity, understanding, and feeling.”
—The Austin Chronicle, 12/9/11

“These recipes prove why [Marc Vetri’s] restaurants are so successful.”
—Detroit News, 12/8/11

“Sometimes you just want rustic, and Italian rustic to me seems compelling … This is a primer on all things Italian food with detailed, step-by-step instructions for making terrines, dry-cured salami, cooked sausage, bread, pasta and classic Italian preserves and sauces - traditional comfort that Italians have been dishing in their kitchens for generations.” 
—Ottawa Citizen, 11/23/11

“As a grown-up, I've never tried to make fresh pasta; the prospect seemed so daunting and time-consuming, with messy volcanoes of flour and eggs and a thousand esoteric contraptions. Rustic Italian Food, homeboy Marc Vetri's handsome new cookbook, proved me wrong.”
—Philadelphia City Paper, 11/17/11

“This book is good like that, building foundations home cooks can expand upon. The pages feel heavy in hand, like well-rested pizza dough, and are layered with solid information that helps you understand why, for example, you should use a honey starter in one bread recipe versus a sourdough starter in another, or why some pasta doughs call for eggs and others don't.”
—Philadelphia City Paper, 11/17/11

“Some of the book's most significant tidbits are not in the ingredient lists, but in the chapter introductions and cooking instructions. You might never make lamb mortadella, but reading about the process, in Vetri's approachable, engaging description, is captivating, in the same way people who have never turned on a stove watch Food Network cooking shows for hours.”
—Philadelphia Inquirer, 11/9/11
 
“Rustic Italian Food … [is] a multifaceted experience: It's part reference (see chapters on meat curing and paragraphs on oils and cheese); part culinary philosophy (his opinion of molecular cooking and absentminded line cooks), part travelogue (like his laugh-out-loud search for the perfect Parisian baguette), part expert cookbook (homemade pastas, breadmaking, spit-roasting a pig), and part novice cookbook (some recipes, like the spinach gnudi, marinara, and salads, are downright Rachael Ray simple).”
—Philadelphia Inquirer, 11/9/11
 
“Vetri is the real deal: a philanthropic, guitar-playing, accomplished, brilliantly modest chef who owns three restaurants, has two cookbooks, runs a million dollar foundation, and by happenstance embodies the "six perfections" that a Bodhisattva must generate -- hence the title of this piece. These are: generosity, ethics, patience, effort, concentration and wisdom.”
—The Huffington Post, 10/11/11

“Much more than just a collection of recipes, in this book Marc Vetri connects us directly to the essence of Italian food. . . . Vetri knows Italian food and we're excited to see what he has to teach. The cover alone makes us want to take a bite out of the book.”
—The Huffington Post, 8/25/11

“Marc Vetri cooks the best Italian food in America. Now he shares his secrets with all of us. Get ready for gutsy flavors, silky pasta dishes, and your friends and family running to the table for meal after meal.” 
—BOBBY FLAY, chef and restaurateur of Mesa Grill and Bar Americain
 
“There are few, if any, chefs in America I would rather have cook for me. [Vetri is] a true magician of Italian cuisine who relies on fantastic ingredients and impeccable technique to create his rustic yet sophisticated food. I am going to run, not walk, to get this book ...you should, too, because these recipes will take your breath away.”
—MICHAEL SYMON, chef and author of Michael Symon’s Live to Cook
 
“Marc Vetri has grasped an elementary but elusive truth: good cooking isn’t about obscure ingredients or technical razzle-dazzle, and it certainly isn’t about recipes. It’s about understanding food--thinking about it intelligently and feeling it. Vetri’s passion is for the elegantly straightforward cuisines of Italy and Italian-accented America, and in Rustic Italian Food he gives us plenty to chew on in this regard. Anyone who digests this volume will end up not just a better Italian cook but a better cook, period.”
—COLMAN ANDREWS, co-founder of Saveur and editorial director of thedailymeal.com
 
“In Rustic Italian Food, Marc Vetri has captured, with his unique style and deliciousness, the essence of Italian flavors, kitchen fundamentals, and techniques. In this book, Marc has collected an abundance of recipes featuring traditional rustic Italian food. Each enticing chapter is prefaced with a sort of mini class on the subject, and then followed by an array of both comprehensive and easily executable recipes. This is surely a book you will want to add to your kitchen library.”
—LIDIA BASTIANICH, restaurateur and author of Lidia Cooks from the Heart of Italy
 
“Marc’s love affair with food is obvious. His simple hands-on approach is refreshing; he is a true craftsman. Simply put, Marc is the best Italian cook working in America today.”
—TOM COLICCHIO, chef/owner of Craft Restaurants

About the Author
Trained in Bergamo, Italy, by some of the region’s most noted chefs, Marc Vetri is the chef/owner of Vetri Ristorante, Osteria, Amis, and the forthcoming Alla Spina, all located in Philadelphia. Vetri was named one of Food & Wine’s Ten Best New Chefs and received the Philadelphia Inquirer’s highest restaurant rating; he also won the James Beard Award for Best Chef Mid-Atlantic. Vetri has been profiled in Gourmet, Bon Appétit, the Philadelphia Inquirer, and the New York Times. Visit his restaurants online at: www.vetrifamily.com
 
David Joachim has authored, edited, or collaborated on more than thirty-five cookbooks, including the IACP award-winning The Food Substitutions Bible and the New York Times bestsellers A Man, a Can, a Grill and Mastering the Grill, co-authored with Andrew Schloss. He lives in Allentown, Pennsylvania. Visit David at: www.davejoachim.com.

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Sabtu, 18 Februari 2017

Download Finance for Executives: A Practical Guide for ManagersBy Nuno Fernandes

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Finance for Executives: A Practical Guide for ManagersBy Nuno Fernandes

Finance for Executives: A Practical Guide for ManagersBy Nuno Fernandes


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Finance for Executives: A Practical Guide for ManagersBy Nuno Fernandes

The book Finance for Executives: A Practical Guide for Managers meets the needs of global executives, both finance as well as non-financial managers. It is a practical and fundamental finance reference book for any manager, as it makes a perfect balance of financial management theory and practice. It focuses on corporate finance concepts from value creation to derivatives, including cost of capital (and WACC), valuation, financing policies, project evaluation, and many other essential finance definitions.

Finance for Executives makes finance simple and intuitive, through the use of real world data (brief company case studies and empirical examples of concepts), Excel financial modelling tools, and practical short chapters.

Target Audience
This finance book is appropriate for business executives, from all backgrounds, seeking to

  • Focus on the links between financial management and the strategy of their company, be it a private or publicly traded company
  • Discover how to create value for their company and boost its financial performance
  • Understand the key topics of corporate finance for non-financial managers
  • Create a cost of capital culture within a company
  • Refresh and broaden their understanding of the latest financial concepts and tools
  • Learn about financial management for decision makers - including financing and dividend policies, company valuation, mergers and acquisitions (M&As), project evaluation, cost of capital (WACC) estimation, or risk management and derivatives
Finance for Executives is suited as a finance textbook for corporate finance programs, executive education courses, as well as in MBA, master's, and executive MBA programs. Indeed, the book is based on many years of executive education and consulting with world-class corporations from all continents of the world.


What Is This Book About?

Finance should be fun, and practical as well. With this book at hand, you will have access to a set of tools that will help you develop your intuition for solving key financial problems, improve your business decisions, and formulate strategies.

This finance for managers' reference book is based on
  • Simplicity - The core concepts in corporate finance are simple, and will become intuitively clear after using this book
  • Conciseness - The chapters are short and self-contained to appeal to busy executives who are keen on value-added activities
  • Practical focus - The key concepts of financial management are explained (and linked to Excel modelling tools), while you learn to identify the problems and pitfalls of different managerial choices
  • Application of theory to practice - It highlights key academic research results that are relevant for practitioners
  • Real-world focus - The book includes empirical data on several companies and industries around the world. Working with real-world problems and real-world data is more fruitful than theoretical discussions on formulas
Excel Templates

An Excel spreadsheet containing all the financial models used in the different chapters is available for download from the book's website. Practitioners will find the file easy to customize to their own requirements. It is useful in a variety of situations: value creation and its decomposition into managerial drivers or key performance indicators (KPIs), cost of capital (WACC) estimation, project evaluation, mergers and acquisitions, company valuation, derivatives valuation, etc.

  • Sales Rank: #305647 in Books
  • Published on: 2014-02-22
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.69" h x .79" w x 7.44" l, 1.39 pounds
  • Binding: Paperback
  • 350 pages

Review
An excellent teach-yourself finance primer for non-financial executives, and, I dare say, even for most finance executives.
    Ravi Kant, Vice Chairman, Tata Motors, India

The finance reference book for the desk of ANY manager.
    Michel Demaré, Chairman of the Board, Syngenta, Switzerland

The perfect balance of practice and theory.
    Geert Bekaert, Professor of Finance, Columbia Business School, USA

A key tool to improve your business decisions.
    Thilo Mannhardt, CEO of Ultrapar, Brazil

Finance for Executives is easy to follow, and makes a boring subject actually quite exciting.
    Severin Schwan, CEO, Roche Group, Switzerland

A must-have for your list of favorites. 
    José Manuel Campa, Professor of Finance, IESE Business School, Spain

From the Author
Finance is an exciting and key area for executives to master. Over the course of my career, I have developed a significant number of educational programs for executives that cover many fields in finance and their links with business. These included finance for non-financial managers programs, as well as training programs for experienced finance managers.

But I always faced a challenge. One question was frequently asked after these sessions: "This was great, and I'd like to know more about it. Can you recommend a book for me to read that covers these topics?" Most finance textbooks are too complex and long, and the practical relevance for executives is obscured by more theoretical and technical topics. Some other books are too basic and limited in scope, covering only a very limited set of topics, such as accounting ratios. When faced with this question, eventually I would recommend a couple of chapters from one book, some readings from another, or the kind of 1000-page handbook that people love to carry on the plane back home.

After several years, I realized that too many people were asking for the same thing, but "that thing" did not exist in the market. That is why I decided to write this book.

I have noticed when working with general managers that many of them fear finance, the culprits often being jargon, complicated math, and non-standard concepts that do not make intuitive sense. In this book, I try to avoid all this. In addition, the book presents several practical examples of key finance tools, how they link with strategy, and how to implement them with Microsoft Excel.

This book has been designed to meet the needs of executives, both financial managers as well as non-financial managers. Any executive who wants to probe further and grasp the fundamentals of strategic finance issues will benefit from this book.

From the Back Cover
An excellent teach-yourself finance primer for non-financial executives, and, I dare say, even for most finance executives. The simple and lucid style enables effortless learning of key concepts, the understanding of which is greatly enhanced by relevant and practical examples from the real world. This is a must-read for all executives, regardless of job description.
     Ravi Kant, Vice Chairman,Tata Motors, India

Professor Nuno Fernandes' work is the finance reference book for the desk of ANY manager. This guide gives them, in simple yet comprehensive form, the practical explanations behind all the concepts of modern-day finance. I have partnered with Professor Fernandes for many years at IMD, addressing managers of my own company or his MBA students, and I have always appreciated his pragmatic approach to finance management. He undoubtedly is the right person to put such practical book together.
     Michel Demaré, Chairman of the Board, Syngenta, former Chief Financial Officer, ABB, Switzerland

Finance for Executives is easy to follow, and makes a boring subject actually quite exciting. The true art of teaching is to explain even the most complex subject in a simple, comprehensible, and engaging way. Professor Nuno Fernandes has succeeded in doing exactly this.
     Severin Schwan, Chief Executive Officer, Roche Group, Switzerland

The perfect balance of practice and theory. Finance can be hard for the uninitiated. Without sacrificing academic rigor, Finance for Executives conveys finance's key topics in a fun, practical, and concise manner.  The newest academic insights and empirical findings are seamlessly weaved into an essential practical finance guide for any executive.
     Geert Bekaert, Professor of Finance, Columbia Business School, USA

A key tool to improve your business decisions.  Success in business is based on the foundation of solid financial performance. Finance for Executives helps readers identify and resolve the trade-offs involved in financially sound business strategies. This book is complete with Excel spreadsheets and practical examples that allow managers to reflect on the material in each chapter, practice by doing, and, ultimately, enhance their own business decisions.  Worthwhile!
     Thilo Mannhardt, Chief Executive Officer of Ultrapar SA, Brazil

A must-have for your list of favorites.  Finance for Executives captures the core knowledge about corporate finance that every contemporary business executive needs to possess. The book is gracefully written and well organized, combining clear explanations for every topic, supported by thorough analysis and relevant empirical evidence. 
     José Manuel Campa, Professor of Finance, IESE Business School, Spain

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Senin, 13 Februari 2017

Free PDF Spy: A HandbookBy Harry Ferguson

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Spy: A HandbookBy Harry Ferguson

Former MI6 officer Harry Ferguson gives behind-the-scenes information including things not shown in the accompanying BBC series. He shows how to lie without being caught, how to follow someone without being spotted, and how to spot those who might be following you. He reveals the secrets of walk-ins, gangplank approaches, false flag operations, dead letter boxes and brush contacts. There are sections on how to construct an alternative identity, how to check your house for bugging devices and your car for bombs, how to disappear in a crowd by "going grey," and how agents are spotted and recruited. But Spy also goes beyond the techniques of espionage to examine a range of issues facing today’s intelligence services—the morality of using assassination and blackmail, the heroes and villains of the espionage world, and how modern terrorists are able to evade detection by Western intelligence organizations. At the end of it all he even tells you how to apply for a job with the real intelligence services.

  • Sales Rank: #1436987 in Books
  • Brand: Brand: Bloomsbury UK
  • Published on: 2004-10-04
  • Original language: English
  • Number of items: 1
  • Dimensions: 8.75" h x 5.75" w x 1.00" l, .95 pounds
  • Binding: Paperback
  • 288 pages
Features
  • Used Book in Good Condition

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Jumat, 03 Februari 2017

Ebook First Fruit: The Creation of the Flavr Savr Tomato and the Birth of Biotech FoodsBy Belinda Martineau

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First Fruit: The Creation of the Flavr Savr Tomato and the Birth of Biotech FoodsBy Belinda Martineau

In 1994 a little biotech firm called Calgene introduced the Flavr Savr (TM) tomato, the first genetically engineered food ever brought to market. Like most scientists working in agricultural biotechnology, the people who created the Flavr Savr (TM) hoped eventually to develop more important crops, ones that would be higher yielding or insect and disease resistant, thus enabling farmers to feed more people and reduce their dependence on dangerous chemicals. But the people at Calgene knew that before genetic engieering could reform high-tech agriculture, it would first have to achieve acceptance by the public. So they started with the Flavr Savr (TM), a tomato whose rot-initiating gene was turned off. The idea was that the modified fruits would retain enough firmness so they could be left on the vine until they began to ripen. "Normal" tomatoes are picked green and then gassed red before making their appearance in the supermarket; otherwise they'd be smashed during shipping. At the time the Flavr Savr (TM) was being developed, American consumers were spending $4 billion on supermarket tomatoes, despite the fact that almost no one beieved they tasted like a tomato should. The strategy was to win American consumers' tomato-loving hearts with the "summertime taste" of the Flavr Savr (TM), and the rest would follow. Belinda Martineau served on the scientific team that developed the Flavr Savr (TM), and when Calgene voluntarily submitted its product for FDA and USDA approval, Martineau provided most of the scientific evidence that led to it certification as safe for human consumption. Martineau concurred with Calgene's belief that the approval process would inform the public of the pros and cons of genetically modified foods. Yet ultimately the process of engineering the Flavr Savr (TM) and bringing it to market made her question the validity of the product. The Flavr Savr (TM) was generally accepted by the public, despite some fierce opposition by environmentalists and consumer advocates, yet it did not prove to be commercially viable. Though its introduction did engender discussion of the ethical, environmental and scientific issues surrounding agricultural biotechnology, the debate was squashed when ag-tech giant Monsanto bought Calgene and the process of egnieering food "went underground". While genetically modified foods must be labelled in Europe, and the controversy over their safety is headline news in the UK, American consumers are eating a significant amount of them without even being

  • Sales Rank: #1585856 in Books
  • Published on: 2001-03-27
  • Original language: English
  • Number of items: 1
  • Dimensions: 1.08" h x 5.82" w x 8.62" l, 1.10 pounds
  • Binding: Hardcover
  • 269 pages

Amazon.com Review
Engaging both sides of the agricultural biotech controversy and hoping to initiate a reasoned dialogue, geneticist Belinda Martineau explores the development and eventual failure of the Flavr Savr tomato in First Fruit. One of the Calgene scientists who worked on the tomato (the first genetically modified food on the market), she offers great insight into the scientific and business factors that drive the research and marketing of biotech products. Concerned about the eager and simplistic denial of most of her colleagues when faced with protests from consumer advocates, she wants to see more direct communication between the two sides.

Using the story of Flavr Savr's development, Martineau shows the reader both the quality of biotech research and the power of management to obfuscate or otherwise affect that work. Though straying into dead-end stories of her colleagues' interactions a little too often, for the most part the narrative flows smoothly and draws the reader along swiftly to the tomato's eventual, inevitable demise in the market. Ironically, the Flavr Savr failed more because it couldn't live up to Calgene's nearly messianic marketing than from any protester's work, even if it did launch a few activists' careers. Telling industry to pay more heed to honesty and research while suggesting that the public pursue better scientific education shouldn't be asking too much--perhaps First Fruit will help de-escalate the debate. --Rob Lightner

From the Inside Flap

Amid the storm of controversy raging over insect-resistant corn, Roundup®-Ready soybeans, and other "Frankenfoods," few people remember the humble tomato that gave birth to the brave new world of biotech food. First Fruit is the fascinating inside story of the rise and fall of the Flavr SavrTM tomato, the first genetically engineered whole food ever brought to market.

Created by Calgene, a small California-based biotech start-up, the Flavr Savr went on sale in Spring 1994, just three days after receiving approval from the U.S. Food and Drug Administration. Despite its premium price and mixed reviews from environmentalists and tomato tasters, the world first biotech food, proudly labeled as such, sold like hot cakes. But amid that high demand, Calgene's ability to supply MacGregor's® tomatoes, grown from Flavr Savr seeds, was extremely limited. Instead of taking a generous bite out of the $4 billion U.S. retail market for fresh tomatoes, Calgene suffered negative gross margins in its tomato business that led to losses to the tune of tens of millions of dollars a year. The Flavr Savr gene was, in the end, of only marginal value to a fresh market tomato business. Less than two years after its national rollout, the Flavr Savr tomato forever disappeared from the shelves.

In a fast-paced narrative full of colorful characters, surprising twists and turns, and more than a few eye-opening revelations, former Calgene scientist Belinda Martineau chronicles the making of the Flavr Savr, from its conception to its ignominious disappearance. In the process she explains how genes are added to or, as in the case of the Flavr Savr, effectively switched off in plants through genetic engineering. She describes the experiments that not only convinced FDA regulators that the Flavr Savr tomato was "as safe as tomatoes bred by conventional means" but also paved the regulatory road for all the biotech foods that have followed. First Fruit also offers a revealing glimpse into how corporate decisions like whether to label genetically engineered products and how to "position" a "slow-to-rot" tomato as a vine-ripened, farm-stand-fresh consumer's dream are made in ag biotech start-ups.

During her seven years as a member of the team that developed the tomato and secured its regulatory approval, Martineau underwent a transformation from devout believer in the promise of biotechnology to battle-weary skeptic. As a consequence, her story contains a degree of depth and candor unusual at a time when most of what is written about genetically engineered foods is steeped in the rhetoric of those on one side or the other of the impassioned debate over agricultural biotechnology. First Fruit is a frank assessment of this revolutionary new technology, its benefits as well as its risks, and the multibillion dollar industry it engendered. Raising as many provocative questions as it answers, it serves as a cautionary tale for the dawning Biotech Age.

"Martineau's book provides direction for the future as well as a guide to the past."

Rebecca Goldberg

Senior Scientist

Environmental Defense

"A remarkably insightful journey behind industry's closed doors on one side, and the public world of regulatory affairs on the other. [Dr. Martineau] captures the excitement of those providing the scientific foundation for agricultural biotechnology and explains the expanding array of science needed to address the complex regulatory hurdles that color perceptions of farmers, consumers and advocacy groups."

Joel Cohen

Principal Research Officer, Biotechnology

International Service for National Agricultural Research

The Hague, The Netherlands

From the Back Cover
Amid the storm of controversy raging over insect-resistant corn, Roundup®-Ready soybeans, and other "Frankenfoods," few people remember the humble tomato that gave birth to the brave new world of biotech food. First Fruit is the fascinating inside story of the rise and fall of the Flavr SavrTM tomato, the first genetically engineered whole food ever brought to market. Created by Calgene, a small California-based biotech start-up, the Flavr Savr went on sale in Spring 1994, just three days after receiving approval from the U.S. Food and Drug Administration. Despite its premium price and mixed reviews from environmentalists and tomato tasters, the world first biotech food, proudly labeled as such, sold like hot cakes. But amid that high demand, Calgene's ability to supply MacGregor's® tomatoes, grown from Flavr Savr seeds, was extremely limited. Instead of taking a generous bite out of the $4 billion U.S. retail market for fresh tomatoes, Calgene suffered negative gross margins in its tomato business that led to losses to the tune of tens of millions of dollars a year. The Flavr Savr gene was, in the end, of only marginal value to a fresh market tomato business. Less than two years after its national rollout, the Flavr Savr tomato forever disappeared from the shelves.

In a fast-paced narrative full of colorful characters, surprising twists and turns, and more than a few eye-opening revelations, former Calgene scientist Belinda Martineau chronicles the making of the Flavr Savr, from its conception to its ignominious disappearance. In the process she explains how genes are added to or, as in the case of the Flavr Savr, effectively switched off in plants through genetic engineering. She describes the experiments that not only convinced FDA regulators that the Flavr Savr tomato was "as safe as tomatoes bred by conventional means" but also paved the regulatory road for all the biotech foods that have followed. First Fruit also offers a revealing glimpse into how corporate decisions like whether to label genetically engineered products and how to "position" a "slow-to-rot" tomato as a vine-ripened, farm-stand-fresh consumer's dream are made in ag biotech start-ups.

During her seven years as a member of the team that developed the tomato and secured its regulatory approval, Martineau underwent a transformation from devout believer in the promise of biotechnology to battle-weary skeptic. As a consequence, her story contains a degree of depth and candor unusual at a time when most of what is written about genetically engineered foods is steeped in the rhetoric of those on one side or the other of the impassioned debate over agricultural biotechnology. First Fruit is a frank assessment of this revolutionary new technology, its benefits as well as its risks, and the multibillion dollar industry it engendered. Raising as many provocative questions as it answers, it serves as a cautionary tale for the dawning Biotech Age.

"Martineau's book provides direction for the future as well as a guide to the past."

Rebecca Goldberg

Senior Scientist

Environmental Defense

"A remarkably insightful journey behind industry's closed doors on one side, and the public world of regulatory affairs on the other. [Dr. Martineau] captures the excitement of those providing the scientific foundation for agricultural biotechnology and explains the expanding array of science needed to address the complex regulatory hurdles that color perceptions of farmers, consumers and advocacy groups."

Joel Cohen

Principal Research Officer, Biotechnology

International Service for National Agricultural Research

The Hague, The Netherlands

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Kamis, 02 Februari 2017

Download PDF Physical Chemistry: with Applications to the Life SciencesBy David Eisenberg, Donald Crothers

Download PDF Physical Chemistry: with Applications to the Life SciencesBy David Eisenberg, Donald Crothers

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Physical Chemistry: with Applications to the Life SciencesBy David Eisenberg, Donald Crothers

Physical Chemistry: with Applications to the Life SciencesBy David Eisenberg, Donald Crothers


Physical Chemistry: with Applications to the Life SciencesBy David Eisenberg, Donald Crothers


Download PDF Physical Chemistry: with Applications to the Life SciencesBy David Eisenberg, Donald Crothers

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Physical Chemistry: with Applications to the Life SciencesBy David Eisenberg, Donald Crothers

Emphasizes aspects of physical chemistry in relation to the applications of life sciences.

  • Sales Rank: #838878 in Books
  • Brand: Brand: The Benjamin / Cummings Publishing Company
  • Published on: 1979
  • Ingredients: Example Ingredients
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.02" h x 1.76" w x 6.04" l, 2.40 pounds
  • Binding: Hardcover
  • 868 pages
Features
  • Used Book in Good Condition

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