National Public Radio’s story of how food industry insiders were taken in by samplers masquerading fast-food as organic is fascinating on at least two levels.

For one, as the article explains, the human brain – specifically the media orbitofrontal cortex – receives increased oxygen and blood, said to “play a role in how we experience pleasure in food and other types of rewards,” just on the mere suggestion that the food we’re about to eat is both healthy and tasty.

Perhaps even more telling is the raging debate over the nutritional and societal value of fast food, as evidenced by the 250+ comments generated within a day of posting.

Food and beverage companies are learning that the Conscious Consumer is often the Passionate Consumer.