Laissez Faire Today

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I, Twinkie

Oh how everyone (of a certain class and income) makes fun of the Twinkie, the ultimate symbol of modern food decadence and phoniness. I don’t get it. Have the critics ever tried one? They are so appealing and delicious: light, spongy, sweet, and creamy, all in a tiny package.

The news that the parent company Hostess was going out of business caused a huge run on Twinkies in my own community. Every store had an empty space where they should have been. The preppers were right: we should have stocked up for emergencies like this.

Meanwhile, the haters have been generating lies about Twinkies ever since food puritanism took over elite culture. Therefore, the urban myths are legion. You know them all. It can stand up to a nuclear holocaust. It is made entirely of artificial ingredients, the ultimate frankenfood. It is responsible for the obesity epidemic. And so on.

So don’t you just know that plenty of cultural snobs and anti-market ideologues were experiencing serious schadenfreude at the news that the labor unions have strangled Hostess? They are probably thrilled to kick this snake out of the American garden of Eden they are trying to create, and cast the whole line of products to the Mexican outer darkness.

It pains me. It really does. More than half a billion Twinkies are sold every year. They bring incredible joy to multitudes who don’t happen to live next to an old-world French pastry shop. The market has been bringing this treat to the masses for 70 glorious years, and all that the cultural elite can do is sneer.

Let’s take just a moment to give the Twinkie a bit of respect, as a symbol of the complex economic structures of our time that cannot be replicated by you, me, or any government in the world. It takes a giant market, an extended order of trade, and an unfathomably complex division of labor to make a Twinkie and deliver it to your palette.

No, it would never existed in an economy planned by the government. Moving mountains and shipping ingredients all over the world just to please you and me? It would never be allowed. Plus, there is no way a government planner could make it happen. The processes are too complex and carefully calibrated by the price system to be economically feasible.

Let’s quickly kill a few myths. Contrary to the claim, it is made of 100% natural ingredients. Everything in it comes from the earth — as much a product of mother nature as a carrot or bean sprout — with the only difference that it goes through a more extensive production process through time and space. And the reason for the long processes: to make a better product for you and me (which no one forces us to eat).

Twinkies have a remarkable and laudatory shelf life of 25 days, which is rather wonderful for something so puffy and moist. it stays fresh for a time long enough for you to consume it and enjoy it. Time was when hardtack was pretty much all that could last for long travels. Do the food puritans want us eating that rather than yummy sweets? (I don’t want to hear the answer.)

It’s a myth that it can survive a nuclear explosion but it seems to me that it would be a good thing if it could. Why should survivors of war-torn lands not have access to good food that contains essential proteins in eggs and a source of energy in its cane sugar?

And let’s give a hand for the Hostess company’s marketing too. Unlike the Apple and Monsanto, the Twinkie benefits from no monopoly protection from government. Anyone can make an imitation and plenty do, such as Mrs Freshley’s Gold Creme Cakes and Little Debbie’s Golden Cremes. Still, the Twinkie survives with a high name-brand status, or did until the unions killed it. This nicely demonstrates that “intellectual property” is not necessary for profitable production over a long period of time.

It turns out that there is an entire book that details what is in a Twinkie and how it is made. It is Twinkie, Deconstructed, by Steve Ettlinger (Hudson Street Press, 2007). He began the book to try to figure out what all the strange ingredients listed on the label actually are. There are 39 of them, and he devotes a chapter to each one, discovering one by one that every ingredient serves the essential purpose of making the product better. If he began the project with the goal of exposing this frankenfood, he came away from the long project with profound respect for the food item.

As Ettlinger tells the story, the Twinkie was the invention of Charles Dewar, vice president of Continental Bakeries, who figured out how to idle shortbread pans for a different purpose besides make a strawberry treat, which he could not make in the off season (in the old days, there were such things as off seasons). The basic ingredients were the same as they are now (wheat, sugar, soybeans, and eggs).

The name he came up with from seeing a billboard for “Twinkle-Toe Shoes.” It was a great plan, and the cakes were hugely popular, except for one thing. The shelf life (the holy grail of food retailing) was only two days. The market for the cake was huge but the company couldn’t satisfy the demand. It took decades of research and experimentation but the probably was finally solved in the 1950s, and that’s when the ingredient list became longer.

For most of the Twinkie bakeries around the country, the wheat for the cake flour (which is highly specialized) comes from small, family farms (including Amish farms) that have only a few employees, thanks to technology. The enrichment blend of ferrous sulfate and B vitamins is added to white flour on government mandate, presumably to end the disease pellagra. If you don’t like the extra vitamins and iron, call your congressman.

Ettinger explodes other myths such as that Twinkies roll off an assembly line and go straight to the packet. Not so. They are baked and browned just like regular cakes, and that’s because, well, they are regular cakes. But do they need to be so sweet? The sweeteners work as preservatives, adding color, and causing the ingredients to blend better. Plus, we like sugar. But not too much, which is why corn syrup is also in there because it doesn’t crystallize.

(If U.S. sugar tariffs didn’t drive up the price so high, the company might have been able to withstand union pressure more. Also, while I’m against corn subsidies as much as the next guy, every baker knows that corn syrup has its place. And anyone who blames it for the rise in obesity might take note that the average daily calorie intake of Americans has risen by 600 since 1980, and corn syrup only accounts for 10% of that. A more obvious factor: people eat vastly more because they can afford to and it’s there to eat.)

The demonized preservative in the Twinkie is the miracle food compound called sorbic acid. How the ancients would have loved this stuff! It’s sole job is to keep the mold away. Mold is the stuff that forms around moist areas such as your bathtub. If there isn’t anything in food that molds — think of pita chips — you don’t need it. But once you add leavenings, eggs, cream, and put a wet and spongy thing inside a plastic bag, you have got a serious mold issue. You know this if you have even baked a cake and let it sit out for a few days.

Sorbic acid — it was discovered in berries in 1859 in berries but today is made as a gentle petroleum product with less toxicity than salt — is the earth’s greatest enemy of mold. It is an amazing compound that makes grocery stores possible. If you see something like that in a bag that says “no preservatives,” run don’t walk. It could be deadly. As it is, the Twinkie only contains tiny trace amounts, just enough to make the product safe for you and me.

People today use the word preservative as if to insinuate that it is some poison that capitalistic corporations insert into our food to profit from poisoning us. Actually, people have struggled to preserve food since the beginning of time. The line between food that gives health and food that kills is a tiny turn of time, practically one minute to the next.

Modern preservatives were discovered at the dawn of modernity, at the height of the Renaissance when music and painting became truly beautiful, when the masses starting eating like kings, and when the common person first had a chance at social mobility. Preservatives meant that the average person had a greater chance at not dying from eating.

If you doubt it, put flour, milk, and egg in a bag and put it on the counter overnight. I wouldn’t suggest eating it.

Don’t tell me that Twinkies kill. They are made the way they are precisely so that the food will not kill — thereby solving a huge problem that has vexed us for millions of years. Preservatives preserve your life. As a result, anyone can have access to a legendary dessert treat without having to bake at home or live close by to a pastry shop.

The market works astonishingly hard for you to have a Twinkie. Its creation is the culmination of work that began in the ancient days and continues to now, and it combines technology, an unfathomably complex division of labor, trade among all nations from China to the Middle East to Oklahoma, and a level of capital sophistication that just blows the mind.

Put it down if you want to — that’s your right — but don’t take its existence for granted, much less celebrate when the coercive power of unions shut them down. The unions and sugar tariffs are doing to a great company what mold does to food. Sadly, we’ve got no ingredient to defend enterprise against parasitism. The U.S. is made that much worse off without the Twinkie. Our loss is Mexico’s gain.

Jeffrey Tucker

  • Pingback: Does capitalism make us dumb? — The Libertarian Standard

  • http://rosarynovice.stblogs.com/ Augustine

    When I was a child, they a company in my country licensed the local production of Twinkies. I grew up in a poor home and Twinkies were beyond our reach, as were the goods in the many pastry stores. But every once in a blue moon, my parents would buy us sweet treats. Then, I must confess, that I’d invariably choose the pastry stores. The problem with Twinkies is its virtue: it’s manufactured food. Having said this, since it’s good enough for Philistine tastes, let’em eat Twinkies; as for me, I’ll eat brioches… when I can.

  • http://profiles.google.com/msouth Mike South

    ‘This nicely demonstrates that “intellectual property” is not necessary for profitable production over a long period of time.’

    So, you’re saying that the government-granted-and-enforced trademark on the name Twinkie, the likeness of the logo and the lettering, etc, had nothing to do with how much money they made and how successful they were?

  • http://www.facebook.com/people/Luis-Gonzalez/1107649847 Luis Gonzalez
  • Samantha Prust

    The free market is to blame for the death of the Twinkie. And, actually, the Twinkie isn’t yet dead because Hostess will be sold to another company who will continue to produce them. All in all, the panic over the demise of the Twinkie is premature.

  • disqus_SLPqVSwfg3

    Unions didn’t kill Hostess, but I doubt anything I could possibly say about this could convince you of that. Though I would encourage you to check out how CEOs were coming and going for a month, taking $1-2M with them as they raided the company.

    • Franklin

      And how were they able to do that?
      Follow the recipe and you may not like the taste of what you find.

  • http://www.facebook.com/rebecca.sipe Rebecca Sipe

    It’s the ultimate Twinkie scare… what’s going to happen to our Twinkies?

    I’ll miss my occasional Twinkies (covered with strawberries & milk) if they go away or cost more. It wasn’t good enough that 15,000 people had a job, was it?! Oh, I understand what Unions do, and can do, evidently.

    • disqus_SLPqVSwfg3

      Yeah, the unions were trying to shut down the company; that’s what unions do. Of course! Your cold war education has done you well.

  • Nathan Marciniak

    If you want something decidedly less spongy than Twinkies you can always make the Jeffrey Tucker pound cake recipe. That’ll put hair on your chest…or at least some butter runoff.

  • Bill

    You have got to be frigging kidding me. I agree with the second comment here: http://personalliberty.com/2012/11/16/hostess-files-to-liquidate-company/#comment-761045
    Twinkies are an abomination, not fit for swine. But hey, I’m a free market kind of guy, and I fully support your right to eat whatever you want. I also fully support your right to reap what you have sown, and die in a nursing home with tubes sticking out of you, WITHOUT my tax dollars paying for it. The free market is great, we are free to make mistakes, and pay the price for those mistakes. (There is something almost Biblical about that, eh?) Then others can see our mistakes and decide for themselves if that is how they want to end up. Many manufacturers take the easy way out and offer people products that may feel good in the short run, but are highly damaging or deadly in the long run. That is the dark side of the free market, but a free people wouldn’t have it any other way. As we can see in the gradual move toward healthier foods, many are making wiser choices.

    • disqus_SLPqVSwfg3

      -1 on fit for swine… fit for no one.

    • Franklin

      That is the dark side of the free market?

      Chilling.
      You’re a free market kind of guy? Yuh, maybe kinda.
      Consider your thoughts, your implicit apology for a state of “unfree”, and beholden to a bureaucratic behemoth elevated by handwringing implications.
      Dark side, my eye.

      • Bill

        I thought I stated my position clearly, but I don’t understand what you are saying. Try again.

  • Russell Nelson

    Canada, too. Made under license by a non-Hostess baker, who is probably frantically trying to figure out how to get out from under the contract terms which prohibit sales to the U.S.

    And I wish they would bake with lard instead of vegetable oils.

  • http://www.facebook.com/heatherngillis Heather James

    Nice ode, Jeff. But that’s about all it is. I’ll leave the health effects of the various ingredients alone for the nonce, as well as the fact that Twinkies taste like corn syrup mixed with Crisco, with just enough flour to hold it together–and Crisco tastes nasty, especially compared to its best alternatives. The unions may have delivered the coup de grace, but Hostess has been having financial problems for at least a decade, and has gone through bankruptcy at least once in that time. The simple fact is that they have failed to change with customer preferences. They kept churning out the same product in the face of sales sliding steadily downhill, and the market drove them out of business.

    • Jeffrey Tucker

      link on sales sliding? I’ve found no evidence.

      • Jeffrey Tucker

        here we go http://en.wikipedia.org/wiki/Twinkie half a billion down 2%. Plus it has tons of competition. Unions made the margin of difference.

        • disqus_SLPqVSwfg3

          Plus the product was a piece of shit, plus the management was raiding the coffers.