Something hot and juicy and so utterly simple you can eat it with your hands. I mean, I know some people who don t eat burgers. But I m not sure I trust them. If you don t eat burgers, you ain t a trustworthy American. Other commercials contrast the macho, all-American image of burgers to that fancy food they eat in San Francisco .
Macho advertising is one important ingredient in a hamburger.
The other is a plentiful source of cheap raw materials. Which is where trees come in. So forests are felled, land is cleared, grass planted, cheap beef is produced and consumer demand is satisfied. But recently, a few consumers have begun to wonder how much their hamburgers really cost. Not in dollars and cents but in terms of natural resources consumed or destroyed.