The invention of food packaging is one of humanity's greatest achievements. It may seem hard to imagine today, but the first clay pots made the great civilizations of the ancient world possible, while paper's first use, long before it became a surface for writing, was to wrap food.
In Packaged Pleasures: How Technology and Marketing Revolutionized Desire, co-authors Gary Cross and Robert Proctor lead us through millennia of human ingenuity applied to the problem of how to contain food, from the clay pot to the much more recent breakthrough in resealability represented by the Mason jar. That's right, today's hipster drinking vessel started life as the world's first screw-lid container. Through the story of how soda got its pop and the invention of the cereal box, Cross and Proctor help us understand how recent mass-market food packaging is—and how it has revolutionized our relationship with food.
Alongside these social and dietary transformations came an environmental nightmare. In the United States, the E.P.A. has found that a third of municipal solid waste—the stuff that goes into landfills—is packaging. And two-thirds of that once held food. But can we live without food packaging? We meet inventor David Edwards of Le Laboratoire and Café ArtScience in Cambridge, MA, who has developed and commercialized a form of edible packaging that keeps yogurt or ice-cream contained for fifty days, even after being rinsed under the tap.