The 2012 Atherosclerosis egg study: More smoking is associated with more plaque, unless you eat more eggs

I blogged before about the study by David Spence and colleagues, published online in July 2012 in the journal Atherosclerosis (). This study attracted a lot of media attention (e.g., ). The article is titled: “Egg yolk consumption and carotid plaque”. The study argues that “regular consumption of egg yolk should be avoided by persons at risk of cardiovascular disease”. It hints at egg yolks being unhealthy in general, possibly even more so than cigarettes.

I used the numbers in Table 2 of the article (only 5 rows of data, one per quintile; i.e., N=5) to conduct a type of analysis that is rarely if ever conducted in health studies – a moderating effects analysis. A previous blog post summarizes the results of one such analysis using WarpPLS (). It looked into the effect of the number of eggs consumed per week on the association between blood LDL cholesterol and plaque (carotid plaque). The conclusion, which is admittedly tentative due to the small sample (N=5), was that plaque decreased as LDL cholesterol increased with consumption of 2.3 eggs per week or more ().

Recently I ran an analysis on the moderating effect of number of eggs consumed per week on the association between cumulative smoking (measured in “pack years”) and plaque. As it turns out, if you fit a 3D surface to the five data points that you get for these three variables from Table 2 of the article, you end up with a relatively smooth surface. Below is a 3D plot of the 5 data points, followed by a best-fitting 3D surface (developed using an experimental algorithm).

Based on this best-fitting surface you could then generate a contour graph, shown below. The “lines” are called “isolines”. Each isoline refers to plaque values that are constant for a set of eggs per week and cumulative smoking combinations. Next to the isolines are the corresponding plaque values. The first impression is indeed that both egg consumption and smoking are causing plaque buildup, as plaque clearly increases as one moves toward the top-right corner of the graph.

But focus your attention on each individual isoline, one at a time. It is clear that plaque remains constant for increases in cumulative smoking, as long as egg consumption increases. Take for example the isoline that refers to 120 mm2 of plaque area. An increase in cumulative smoking from about 14.5 to 16 pack years leads to no increase in plaque if egg consumption goes up from about 2 to 2.3 eggs per week.

These within-isoline trends, which are fairly stable across isolines (they are all slanted to the right), clearly contradict the idea that eggs cause plaque buildup. So, why does plaque buildup seem to clearly increase with egg consumption? Here is a good reason: egg consumption is very strongly correlated with age, and plaque increases with age. The correlation is a whopping 0.916. And I am not talking about cumulative egg consumption, which the authors also measure, through a variable called “egg-yolk years”. No, I am talking about eggs per week. In this dataset, older folks were eating more eggs, period.

The correlation between plaque and age is even higher: 0.977. Given this, it makes sense to look at individual isolines. This would be analogous to what biostatisticians often call “adjusting for age”, or analyzing the effect of egg consumption on plaque buildup “keeping age constant”. A different technique is to “control for age”; this technique would be preferable had the correlations been lower (say, lower than 0.7), as collinearity levels might have been below acceptable thresholds.

The underlying logic of the “keeping age constant” technique is fairly sound in the face of such a high correlation, which would make “controlling for age” very difficult due to collinearity. When we “keep age constant”, the results point at egg consumption being protective among smokers.

But diehard fans of the idea that eggs are unhealthy could explain the results differently. Maybe egg consumption causes plaque to go up, but smoking has a protective effect. Again taking the isoline that refers to 120 mm2 of plaque area, these diehard fans could say that an increase in egg consumption from 2 to 2.3 eggs per week leads to no increase in plaque if cumulative smoking goes up from about 14.5 to 16 pack years.

Not too long ago I also blogged about a medical case study of a man who ate approximately 25 eggs (20 to 30) per day for over 15 years (probably well over), was almost 90 years old (88) when the case was published in the prestigious The New England Journal of Medicine, and was in surprisingly good health (). This man was not a smoker.

Perhaps if this man smoked 25 cigarettes per day, and ate no eggs, he would be in even better health eh!?

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Does tallness cause heart disease? No, but sex does

Popular beliefs about medical issues are sometimes motivated by a statistical phenomenon known as “spurious relationship”, among other names. Two variables X and Y are influenced by a third variable C, which leads to X and Y being correlated and thus the impression that X and Y are causally associated.

Take a look at the table below, which I blogged about in a previous post (). This table shows that there is a strong unadjusted correlation between height and arterial stiffness, a marker of heart disease. The likelihood that the correlation is due to chance is lower than one tenth of a percentage point (P<.001).

Interestingly, the authors of the study even use height as a control variable to narrow down the “true” causes of arterial stiffness (column with adjusted results), assuming that height did indeed influence arterial stiffness and what they found to be a key predictor of arterial stiffness, 2-hour postprandial glucose.

But there is no convincing evidence that height causes heart disease, with exception of pathological extremes – e.g., acromegaly. Extremes tend to influence statistical results somewhat, leading to conflicting conclusions that end up being disseminated by the popular media (). This is one of the sources of popular beliefs about medical issues.

Another, more important, source are real confounders. And this takes us back to the issue of height being associated with heart disease. In fact, height will typically be significantly associated with heart disease in almost any study that includes men and women and does not control for biological sex.

One of the reasons is that women overall tend to have a significantly lower incident of heart disease than men. The other is that height is significantly lower among women than men, on average, even though there are several women who are taller than the average man.

The table above was from a study including both sexes. Therefore, the strong association between height and arterial stiffness is a “reflection” of the strong association between being male and increased arterial stiffness. If one were to add a variable coded as 0 for male and 1 for female, and use it in a multivariate analysis of predictor of arterial stiffness, together with height, the effect of height would probably “disappear”.

Biological sex is the control variable, the “confounder”, that the authors should have used to narrow down the “true” causes of arterial stiffness (second column in the table). In the absence of biological sex, controlling for height accomplished something similar, but in a “wobbly” way, leaving many readers scratching their heads in confusion.

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No fat gain while eating well during the Holiday Season: Palatability isolines, the 14-percent advantage, and nature’s special spice

Like most animals, our Paleolithic ancestors had to regularly undergo short periods of low calorie intake. If they were successful at procuring food, those ancestors alternated between periods of mild famine and feast. As a result, nature allowed them to survive and leave offspring. The periods of feast likely involved higher-than-average consumption of animal foods, with the opposite probably being true in periods of mild famine.

Almost anyone who adopted a low carbohydrate diet for a while will tell you that they find foods previously perceived as bland, such as carrots or walnuts, to taste very sweet – meaning, to taste very good. This is a special case of a more general phenomenon. If a nutrient is important for your body, and your body is deficient in it, those foods that contain the nutrient will taste very good.

This rule of thumb applies primarily to foods that contributed to selection pressures in our evolutionary past. Mostly these were foods available in our Paleolithic evolutionary past, although some populations may have developed divergent partial adaptations to more modern foods due to recent yet acute selection pressure. Because of the complexity of the dietary nutrient absorption process, involving many genes, I suspect that the vast majority of adaptations to modern foods are partial adaptations.

Modern engineered foods are designed to bypass reward mechanisms that match nutrient content with deficiency levels. That is not the case with more natural foods, which tend to taste good only to the extent that the nutrients that they carry are needed by our bodies.

Consequently palatability is not fixed for a particular natural food; it does not depend only on the nutrient content of the food. It also depends on the body’s deficiency with respect to the nutrient that the food contains. Below is what you would get if you were to plot a surface that best fit a set of data points relating palatability of a specific food item, nutrient content of that food, and the level of nutrient deficiency, for a group of people. I generated the data through a simple simulation, with added error to make the simulation more realistic.

Based on this best-fitting surface you could then generate a contour graph, shown below. The curves are “contour lines”, a.k.a. isolines. Each isoline refers to palatability values that are constant for a set of nutrient content and nutrient deficiency combinations. Next to the isolines are the corresponding palatability values, which vary from about 10 to 100. As you can see, palatability generally goes up as one moves toward to right-top corner of the graph, which is the area where nutrient content and nutrient deficiency are both high.

What happens when the body is in short-term nutrient deficiency with respect to a nutrient? One thing that happens is an increase in enzymatic activity, often referred to by the more technical term “phosphorylation”. Enzymes are typically proteins that cause an acute and targeted increase in specific metabolic processes. Many diseases are associated with dysfunctional enzyme activity. Short-term nutrient deficiency causes enzymatic activity associated with absorption and retention of the nutrient to go up significantly. In other words, your body holds on to its reserves of the nutrient, and becomes much more responsive to dietary intake of the nutrient.

The result is predictable, but many people seem to be unaware of it; most are actually surprised by it. If the nutrient in question is a macro-nutrient, it will be allocated in such a way that less of it will go into our calorie stores – namely adipocytes (body fat). This applies even to dietary fat itself, as fat is needed throughout the body for functions other than energy storage. I have heard from many people who, by alternating between short-term fasting and feasting, lost body fat while maintaining the same calorie intake as in a previous period when they were steadily gaining body fat without any fasting. Invariably they were very surprised by what happened.

In a diet of mostly natural foods, with minimal intake of industrialized foods, short-term calorie deficiency is usually associated with short-term deficiency of various nutrients. Short-term calorie deficiency, when followed by significant calorie surplus (i.e., eating little and then a lot), is associated with a phenomenon I blogged about before here – the “14-percent advantage” of eating little and then a lot (, ). Underfeeding and then overfeeding leads to a reduction in the caloric value of the meals during overfeeding; a reduction of about 14 percent of the overfed amount.

So, how can you go through the Holiday Season giving others the impression that you eat as much as you want, and do not gain any body fat (maybe even lose some)? Eat very little, or fast, in those days where there will be a feast (Thanksgiving dinner); and then eat to satisfaction during the feast, staying away from industrialized foods as much as possible. Everything will taste extremely delicious, as nature’s “special spice” is hunger. And you may even lose body fat in the process!

But there is a problem. Our bodies are not designed to associate eating very little, or not at all, with pleasure. Yet another thing that we can blame squarely on evolution! Success takes practice and determination, aided by the expectation of delayed gratification.

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Zero Waste Europe - my top 10 favourite blogposts

So, did you know it's the European Week for Waste Reduction?  I guess it's not the most snappy of names to roll off the tongue, but I love the fact there is one week in the year that's dedicated towards bringing our diverse continent together in the fight against waste.

It also makes me feel that my dusty old degree in Modern European Studies from (cough) the 1980s, still has some relevance to my life today.  The concluding motto in 1989 was that 'Europe is a unity through its diversity'.  I can't remember what I made of that back then, but when it comes to tackling our mountain of waste, it's certainly relevant to today's range of initiatives - diverse yet united towards the same goal, that of waste minimisation.

So for EWWR, (a much snappier title), I thought I'd kick off with an introduction to one of my favourite Zero Waste blogs, Zero Waste Europe, and my top ten favourite blogposts, revealing some of the great ideas that are taking place on the continent as well as inspiration from further afield.

The association of Italian Zero Waste towns has been created

Little Museum of Bad Industrial Design

Kretsloppsarken. Recycling or amusement park?

A Zero Waste month in Sweden: 4 people = less than 1kg of waste!

The first European university to ban bottled water?

Retorna – When waste has a value it stops being waste

Repair café – a project to make friends, not waste

The art of Zero Waste!

David Andersen Copenhagen; designing waste out of fashion
 
On the Road to Zero Waste: Lessons from around the world


But seriously, don't stop there.  There are plenty of other great posts, including some wonderful examples of waste reduction activities in the UK too, such as Nappy Ever After and Unpackaged.

For anyone who wants to explore the wider approach to Zero Waste, Zero Waste Europe really is a great place to start.

And on that note, as you travel virtually from country to country, perhaps all that's left to say, is 'Bon Voyage!'



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European Week for Waste Reduction runs from 17-25 November.  More information can be found at www.ewwr.eu.  To follow events and discussion on Twitter, use the hashtag #ewwr.

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The Rubbish Diet could be coming to a town near you!

The Rubbish Diet team visiting Nesta!

Please excuse my tardiness in sharing this VERY EXCITING news with you. 

I should have done it last week, but with news of my mum falling ill, then rushing to Wales to see her, then losing my laptop en route, and continued worries about her health, understandably this blog has had to take a back seat.

However, I can't keep it quiet any longer!  What's happening with The Rubbish Diet is far too exciting to keep tucked away in my desk drawers and if you follow me on Twitter, you may have indeed caught a few snippets of the news.

So to the sound of an imaginary drum-roll, I am chuffed to pieces to announce that my Rubbish Diet challenge has been selected as a semi-finalist in a national waste reduction competition, which could see the 'slimming club' analogy rolled out to villages, towns and cities, right across the UK, helping communities achieve an amazing impact on reducing their rubbish.

The Waste Reduction Challenge, run by Nesta, the UK’s innovation foundation, and funded by the Cabinet Office, aims to identify new ideas that can influence and mobilise communities to make significant reductions in waste and impact behaviour for years to come.

In partnership with the Zero Waste Alliance UK (working with Katy Anderson, pictured above), the Rubbish Diet competition entry proposes to engage with established community groups around the UK, including schools, Transition Towns and W.I. branches, to help them organise their own waste-busting challenges, following an 8-week plan of fun and lively events that will help to empower households to slim their bins.

The idea is, of course, based on the very roots of this blog, when I took St Edmundsbury Borough Council's Zero Waste Week Challenge almost five years ago, (remember that plaster?), and which then developed into the online Rubbish Diet Challenge 2012, where I mentored 8 households through the process of slimming their bins, by at least 50%, at the beginning of this year.


Building on that, I have since been busy with Transition Shrewsbury, which has already launched its Rubbish Diet Shropshire community pilot, where 20 households have signed up to reduce their waste.  This is just the first stage. The Rubbish Diet Shropshire project, which is being managed locally, will launch even wider in the new year,  with events run by the community for the community, with households just like yours and mine, sharing knowledge about how they reduce their waste and attempting to overcome the hurdles that arise.

And it's that process, which the Nesta Waste Reduction Challenge will help to replicate around the UK.

So, we're in the semi-finals!  What next?

This is where even more hard work begins, in putting together an ambitious but realistic plan to roll-out the Rubbish Diet challenge next year, featuring a communications strategy, participant engagement, measuring & monitoring procedures and lots of other exciting things that will help communities launch their own slimming clubs for bins.

So, there really really could be a fun Rubbish Diet challenge coming to an area near you.  Just imagine!

We just need to get through the next round! But, boy, is the competition tough! So please keep watching this space for further news.

And of course, if you think your community would like to join in, then do get in touch.

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The Waste Reduction Challenge Prize is offering a prize for the innovation that achieves the biggest measureable reduction in waste, by providing new opportunities for communities to come together to give time, skills and resources.

The semi-finalists (which also includes a Mattress Recycling Scheme in my home county of Suffolk) will be supported to develop a detailed plan for their idea. In January, five concepts for each, with the potential for sustainability and scale, will be selected to test their ideas. They will receive up to £10,000 and professional advice to set up and test their projects before a winner for each challenge is selected in September 2013 and awarded £50,000.

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The bipolar disorder pendulum: Depression as a compensatory adaptation

As far as explaining natural phenomena, Darwin was one of the best theoretical researchers of all time. Yet, there were a few phenomena that puzzled him for many years. One was the evolution of survival-impairing traits such as the peacock’s train, the large and brightly colored tail appendage observed in males.

Tha male peacock’s train is detrimental to the animal’s survival, and yet it is clearly an evolved trait ().

This type of trait is known as a “costly” trait – a trait that enhances biological fitness (or reproductive success, not to be confused with “gym fitness”), and yet is detrimental to the survival of the individuals who possess it (). Many costly traits have evolved in animals because of sexual selection. That is, they have evolved because they are sexy.

Costly traits seem like a contradiction in terms, but the mechanisms by which they can evolve become clear when evolution is modeled mathematically (, ). There is evidence that mental disorders may have evolved as costs of attractive mental traits (); one in particular, bipolar disorder (a.k.a. manic-depression), fits this hypothesis quite well.

Ironically, a key contributor to the mathematics used to understand costly traits, George R. Price (), might have suffered from severe bipolar disorder. Most of Price’s work in evolutionary biology was done in the 1970s; toward the end of his life, which was untimely ended by Price himself. For many years he was known mostly by evolutionary biologists, but this has changed recently with the publication of Oren Harman’s superb biographical book titled “The Price of Altruism: George Price and the Search for the Origins of Kindness” ().

Bipolar disorder is a condition characterized by disruptive mood swings. These swings are between manic and depressed states, and are analogous to the movement of a pendulum in that they alternate, seemingly gravitating around the "normal" state. See the figurative pendulum representation below, adapted from a drawing on Thinkquest.org.

Bipolar disorder is generally associated with creative intelligence, which is a very attractive trait (). Moreover, the manic state of the disorder is associated with hypersexuality and exaggerated generosity (). So one can clearly see how having bipolar disorder may lead to greater reproductive success, even as it creates long-term survival problems.

On one hand, a person may become very energetic and creative while in the manic state. This could be one of the reasons why many who suffer from bipolar disorder have fairly successful careers in fields that require creative intelligence (), which are many and not restricted to fields related to the fine and performing arts. Creative intelligence is highly valued in most knowledge-intensive professions ().

On the other hand, sustained acute mania or depression are frequently associated with serious health problems (). This is why the clinical treatment of bipolar disorder often starts with an attempt to keep the pendulum from moving too far in one direction or another. This may require medication, such as clinical doses of the elemental salt lithium, prior to cognitive behavioral therapy. The focus of cognitive behavioral therapy is on changing the way one sees and thinks about the world, particularly one’s “social world”.

Prolonged acute mania, usually accompanied by severely impaired sleep, may lead to psychosis. This, psychosis, is an extreme state characterized by hallucinations and/or delusions, leading to hospitalization in most cases. It has been theorized that depression is an involuntary compensatory adaptation () aimed at moving the pendulum in the other direction, out of the manic state, before more damage ensues ().

Elaborate approaches have been devised to treat and manage bipolar disorder treatment that involve the identification of mania and depression “prodromes” (), which are signs that a full-blown manic or depressive episode is about to start. Once prodromes are identified, cognitive behavioral therapy techniques are employed to prevent the pendulum from moving further in one direction or the other. The main goal of these techniques is to change one’s way of thinking about various issues (e.g., fears, pessimism). These techniques take years of practice to be used effectively.

Identification of prodromes and subsequent use of cognitive behavioral therapy seems to be particularly effective when dutifully applied with respect to manic episodes (). The reason for this may be related to one interesting fact related to bipolar disorder: manic episodes are not normally dreaded as much as depression episodes.

In fact, many sufferers avoid taking medication because they do not want to give up the creative and energetic bursts that come with manic episodes, even though they absolutely do not want the pendulum to go in the other direction. The problem is that, if depression is indeed a compensatory adaptation to mania, it seems reasonable to assume that extreme manic episodes are likely to be followed by extreme episodes of depression. Perhaps the key to avoid prolonged acute depression is to avoid prolonged acute mania.

As someone with bipolar disorder becomes more and more excited with novel and racing thoughts (a prodrome of mania), it would probably make sense to identify and carry out calming activities – to avoid a fall into despairing depression afterwards.

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The man who ate 25 eggs per day: What does this case really tell us?

Many readers of this blog have probably heard about the case of the man who ate approximately 25 eggs (20 to 30) per day for over 15 years (probably well over), was almost 90 years old (88) when the case was published in the prestigious The New England Journal of Medicine, and was in surprisingly good health ().

The case was authored by the late Dr. Fred Kern, Jr., a widely published lipid researcher after whom the Kern Lipid Conference is named (). One of Kern’s research interests was bile, a bitter-tasting fluid produced by the liver (and stored in the gallbladder) that helps with the digestion of lipids in the small intestine. He frames the man’s case in terms of a compensatory adaptation tied to bile secretion, arguing that this man was rather unique in his ability to deal with a lethal daily dose of dietary cholesterol.

Kern seemed to believe that dietary cholesterol was harmful, but that this man was somehow “immune” to it. This is ironic, because often this case is presented as evidence against the hypothesis that dietary cholesterol can be harmful. The table below shows the general nutrient content of the man’s daily diet of eggs. The numbers in this and other tables are based on data from Nutritiondata.com (), in some cases triangulated with other data. The 5.3 g of cholesterol in the table (i.e., 5,300 mg) is 1,775 percent the daily value recommended by the Institute of Medicine of the U.S. National Academy of Sciences ().

As you can see, the man was on a very low carbohydrate diet with a high daily intake of fat and protein. The man is described as an: “… 88-year-old man who lived in a retirement community [and] complained only of loneliness since his wife's death. He was an articulate, well-educated elderly man, healthy except for an extremely poor memory without other specific neurologic deficits … His general health had been excellent, without notable symptoms. He had mild constipation.”

The description does not suggest inherited high longevity: “His weight had been constant at 82 to 86 kg (height, 1.87 m). He had no history (according to the patient and his personal physician of 15 years) of heart disease, stroke, or kidney disease … The patient had never smoked and never drank excessively. His father died of unknown causes at the age of 40, and his mother died at 76 … He kept a careful record, egg by egg, of the number ingested each day …”

The table below shows the fat content of the man’s daily diet of eggs. With over 14 g of omega-6 fat intake every day, this man was probably close to or in “industrial seed oils territory” (), as far as daily omega-6 fat intake is concerned. And the intake of omega-3 fats, at less than 1 g, was not nearly enough to balance it. However, here is a relevant fact – this man was not consuming any industrial seed oils. He liked his eggs soft-boiled, which is why the numbers in this post refer to boiled eggs.

This man weighed between 82 to 86 kg, which is about 180 to 190 lbs. His height was 1.87 m, or about 6 ft 1 in. Therefore his body mass index varied between approximately 23 and 25, which is in the normal range. In other words, this person was not even close to obese during the many years he consumed 25 eggs or so per day. In the comments section of a previous post, on the sharp increase in obesity since the 1980s (), several readers argued that the sharp increase in obesity was very likely caused by an increase in omega-6 fat consumption.

I am open to the idea that industrialized omega-6 fats played a role in the sharp increase in obesity observed since the 1980s. When it comes to omega-6 fat consumption in general, including that in “more natural” foods (e.g., poultry and eggs), I am more skeptical. Still, it is quite possible that a diet high in omega-6 fats in general is unhealthy primarily if it is devoid of other nutrients. This man’s overall diet might have been protective not because of what he was not eating, but because of what he was eating.

The current debates pitting one diet against another often revolve around the ability of one diet or another to eliminate or reduce the intake of a “bad thing” (e.g., cholesterol, saturated fat, carbohydrates). Perhaps the discussion should be more focused on, or at least not completely ignore, what one diet or another include as protective factors. This would help better explain “odd findings”, such as the lowest-mortality body mass index of 26 in urban populations (). It would also help better explain “surprising cases”; such as this 25-eggs-a-day man’s, vegetarian-vegan “ageless woman” Annette Larkins’s (), and the decidedly carnivore De Vany couple’s ().

The table below shows the vitamin content of the man’s daily diet of eggs. The vitamin K2 content provided by Nutritiondata.com was incorrect; I had to get what seems to be the right number by triangulating values taken from various publications. And here we see something interesting. This man was consuming approximately the equivalent in vitamin K2 that one would get by eating 4 ounces of foie gras () every day. Foie gras, the fatty liver of overfed geese, is the richest known animal source of vitamin K2. This man’s diet was also high in vitamin A, which is believed to act synergistically with vitamin K2 – see Chris Masterjohn’s article on Weston Price’s “activator X” ().

Kern argued that the very high intake of dietary cholesterol led to a sharp increase in bile secretion, as the body tried to “get rid” of cholesterol (which is used in the synthesis of bile). However, the increased bile secretion might have been also been due to the high fat content of this man’s diet, since one of the main functions of bile is digestion of fats. Whatever the case may be, increased bile secretion leads to increased absorption of fat-soluble vitamins, and vitamins K2 and A are fat-soluble vitamins that seem to be protective against cardiovascular disease, cancer and other degenerative diseases.

Finally, the table below shows the mineral content of the man’s daily diet of eggs. As you can see, this man consumed 550 percent the officially recommended daily intake of selenium. This intake was slightly lower than the 400 micrograms per day purported to cause selenosis in adults (). Similarly to vitamins K2 and A, selenium seems to be protective against cardiovascular disease, cancer and other degenerative diseases. This man’s diet was also rich in phosphorus, needed for healthy teeth and bones.

Not too many people live to be 88 years of age; many fewer reach that age in fairly good health. The country with the highest average life expectancy in the world at the time of this writing is Japan, with a life expectancy of about 82 years (79 for men, and 86 for women). Those who think that they need a high HDL cholesterol and a low LDL cholesterol to be in good health, and thus live long lives, may be surprised at this man’s lipid profile: “The patient's plasma lipid levels were normal: total cholesterol, 5.18 mmol per liter (200 mg per deciliter); LDL, 3.68 mmol per liter (142 mg per deciliter); and HDL, 1.17 mmol per liter (45 mg per deciliter). The ratio of LDL to HDL cholesterol was 3.15.”

If we assume that this man is at least somewhat representative of the human species, and not a major exception as Kern argued, this case tells us that a diet of 25 eggs per day followed by over 15 years may actually be healthy for humans. Such diet has the following features:

- It is very high in dietary cholesterol.

- It involves a high intake of omega-6 fats from animal sources, with none coming from industrial seed oils.

- It involves a high overall intake of fats, including saturated fats.

- It is fairly high in protein, all of which from animal sources.

- It is a very low carbohydrate diet, with no sugar in it.

- It is a nutritious diet, rich in vitamins K2 and A, as well as in selenium and phosphorus.

This man ate 25 eggs per day apparently due to an obsession tied to mental problems. Repeated attempts at changing his behavior were unsuccessful. He said: “Eating these eggs ruins my life, but I can't help it.”

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Celebrating the launch of The Rubbish Diet in Shropshire

Meet Ali, my new partner in grime from Shrewsbury. Well, I say 'grime' what I really mean is striving for lighter, cleaner bins throughout Shropshire.

Ali Thomas is the driving force behind the launch of the Rubbish Diet challenge in Shropshire. Organised by Ali and Katy Anderson, as a Transition Shrewsbury project, the challenge was announced on Thursday to a room full of local residents who are now set to slim their bins before Christmas.

The Shropshire project will be based on the Internet-based Rubbish Diet 2012 challenge, which I ran earlier this year and I will be working closely with Ali to develop resources and processes that can be tailored to help empower the local community.

The households, which are taking up the challenge over the next few weeks, will play a vital role in helping to gather research on local waste issues and waste-reduction opportunities, supporting the next phase of the project, which will be launched in the new year.

It really is an exciting time for the development of the Rubbish Diet into the wider community and it's great timing that this is being rolled out in Shropshire now, supporting the recent news that Shropshire council has recently launched a mixed plastics collection.  Naturally, there will be challenges for the residents, as cardboard is no longer collected from the kerbside, but Transition Shrewsbury is already prepared for that and will be re-running its successful 'Cardboard Christmas' campaign that took place last year.

The Rubbish Diet Shropshire project already has its own blog, where Ali will be posting regular advice and updates.  You can also follow the latest news on Twitter, via @RDShropshire

If you know anyone in Shrewsbury, or Shropshire, who would love to get involved with this exciting challenge, please forward these details, so they can get in touch. If you are interested in running a similar challenge in your own community, I also would love to hear from you. Email enquiries@therubbishdiet.co.uk.

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More information can be found at www.rubbishdietshropshire.blogspot.co.uk.  Ali Thomas can be contacted by email at alison.thomas08@gmail.com.

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The Rubbish Diet Challenge goes on tour!

I am immensely excited to announce that the Rubbish Diet Challenge, which until now has been kept to the confines of the Internet, is, for the very first time, being launched as a community based initiative in a number of locations around the UK.

Inspired by my online challenge, which took eight households through slimming their bins at the beginning of the year, two organisations are now taking the concept into their local communities and are seeking volunteers who want to reduce their waste for an 8 week challenge, set to start in the new year.

Transition Town Shrewsbury in Shropshire is launching its Rubbish Diet Challenge next week, to an audience of community leaders and interested residents, to outline how they can be involved in creating a fabulous slimming club with a difference. I am delighted to confirm that I will be attending the launch.

Elsewhere, Wiltshire Wildlife Trust launched its Waste Watchers Rubbish Diet project last week, highlighting its own exciting plan for weekly events to support all those who take part.  Emma Croft's interview with BBC Wiltshire (fast forward to 1hr 10m) calls for 8 residents from around the county to join in.


It really is an exciting time to witness the adoption of the Rubbish Diet by independent organisations and I can't wait to see the results. I also hope that these two initiatives will be the first of many that will be held around the country over the next couple of years.  So watch this space for further news.


For more information about the Wiltshire Wildlife Trust project, please contact Emma Croft on 01380 736074 or email EmmaC@wiltshirewildlife.org.

To find out more about the Transition Town Shrewsbury project or to attend its launch on Thursday 25th October (7-8.30pm at the Hobbs Room, Shrewsbury Library), contact Ali Thomas on 07972 858313 or email Alison.thomas08@gmail.com.

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The steep obesity increase in the USA in the 1980s: In a sense, it reflects a major success story

Obesity rates have increased in the USA over the years, but the steep increase starting around the 1980s is unusual. Wang and Beydoun do a good job at discussing this puzzling phenomenon (), and a blog post by Discover Magazine provides a graph (see below) that clear illustrates it ().

What is the reason for this?

You may be tempted to point at increases in calorie intake and/or changes in macronutrient composition, but neither can explain this sharp increase in obesity in the 1980s. The differences in calorie intake and macronutrient composition are simply not large enough to fully account for such a steep increase. And the data is actually full of oddities.

For example, an article by Austin and colleagues (which ironically blames calorie consumption for the obesity epidemic) suggests that obese men in a NHANES (2005–2006) sample consumed only 2.2 percent more calories per day on average than normal weight men in a NHANES I (1971–1975) sample ().

So, what could be the main reason for the steep increase in obesity prevalence since the 1980s?

The first clue comes from an interesting observation. If you age-adjust obesity trends (by controlling for age), you end up with a much less steep increase. The steep increase in the graph above is based on raw, unadjusted numbers. There is a higher prevalence of obesity among older people (no surprise here). And older people are people that have survived longer than younger people. (Don’t be too quick to say “duh” just yet.)

This age-obesity connection also reflects an interesting difference between humans living “in the wild” and those who do not, which becomes more striking when we compare hunter-gatherers with modern urbanites. Adult hunter-gatherers, unlike modern urbanites, do not gain weight as they age; they actually lose weight (, ).

Modern urbanites gain a significant amount of weight, usually as body fat, particularly after age 40. The table below, from an article by Flegal and colleagues, illustrates this pattern quite clearly (). Obesity prevalence tends to be highest between ages 40-59 in men; and this has been happening since the 1960s, with the exception of the most recent period listed (1999-2000).

In the 1999-2000 period obesity prevalence in men peaked in the 60-74 age range. Why? With progress in medicine, it is likely that more obese people in that age range survived (however miserably) in the 1999-2000 period. Obesity prevalence overall tends to be highest between ages 40-74 in women, which is a wider range than in men. Keep in mind that women tend to also live longer than men.

Because age seems to be associated with obesity prevalence among urbanites, it would be reasonable to look for a factor that significantly increased survival rates as one of the main reasons for the steep increase in the prevalence of obesity in the USA in the 1980s. If significantly more people were surviving beyond age 40 in the 1980s and beyond, this would help explain the steep increase in obesity prevalence. People don’t die immediately after they become obese; obesity is a “disease” that first and foremost impairs quality of life for many years before it kills.

Now look at the graph below, from an article by Armstrong and colleagues (). It shows a significant decrease in mortality from infectious diseases in the USA since 1900, reaching a minimum point between 1950 and 1960 (possibly 1955), and remaining low afterwards. (The spike in 1918 is due to the influenza pandemic.) At the same time, mortality from non-infectious diseases remains relatively stable over the same period, leading to a similar decrease in overall mortality.

When proper treatment options are not available, infectious diseases kill disproportionately at ages 15 and under (). Someone who was 15 years old in the USA in 1955 would have been 40 years old in 1980, if he or she survived. Had this person been obese, this would have been just in time to contribute to the steep increase in obesity trends in the USA. This increase would be cumulative; if this person were to live to the age of 70, he or she would be contributing to the obesity statistics up to 2010.

Americans are clearly eating more, particularly highly palatable industrialized foods whose calorie-to-nutrient ratio is high. Americans are also less physically active. But one of the fundamental reasons for the sharp increase in obesity rates in the USA since the early 1980s is that Americans have been surviving beyond age 40 in significantly greater numbers.

This is due to the success of modern medicine and public health initiatives in dealing with infectious diseases.

PS: It is important to point out that this post is not about the increase in American obesity in general over the years, but rather about the sharp increase in obesity since the early 1980s. A few alternative hypotheses have been proposed in the comments section, of which one seems to have been favored by various readers: a significant increase in consumption of linoleic acid (not to be confused with linolenic acid) since the early 1980s.

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Talking biogas & green heroes with Kevin McCloud at Grand Designs Live

Kevin McCloud at Grand Designs Live. (photo copyright GDL)

If there's one event that's fast becoming a highlight of my annual calendar, it's Grand Designs Live and the opportunity to a have a peek at Kevin's Green Heroes. a collection of ten designers who have been handpicked by Kevin McCloud for their commitment to both sustainability and innovative ideas.

And this year didn't disappoint. From sustainably produced wallpaper to tiles, reclaimed wood furniture to rainwater harvesting, there is something to appeal to everyone who is interested in great eco-design.

For instance I love this gorgeous wallpaper by MissPrint, an Essex based business, which uses PEFC certified materials and non-toxic inks.

And I think Hendzel and Hunt's chairs, made from reclaimed hardwood and Victorian floorboards, are just gorgeous. I'd love them for my dining room.

But when it comes to products that can have a wide impact on waste reduction, the design that stood out for me this year is the Compo food waste digester, developed by Nottingham Trent graduate Oliver Ling.

Its sleek design makes it an attractive product for any kitchen and that is crucial for opening up the marketplace to those interested in better managing their food waste.  Not everyone has a local authority food waste collection and many people are simply not interested in the idea of bokashi bins or wormeries.  However, I can see a whole host of apartment-dwellers and gadget-geeks taking a keen interest in this.

What sets the Compo apart from other systems is that as well as creating well-digested compost, its key by-product is actually biogas. Stored in small canisters, an easy collection system is central to its design, allowing its owners to earn money from the fuel generated from their domestic food waste.

Of course the message to households should always be to reduce what they can, but a solution like this helps to manage residual food waste and turn it into something useful that benefits the individual, instead of carting it off in trucks.

As I declared my particular interest in this to Kevin McCloud, he tempers my excitement with the news that the Compo is still only a prototype.

"Green Heroes usually features products that are already available for consumers to buy," he confirms. "However I thought this was such a good idea, I had to include it."

And I am glad he did because I can really see a lot of potential here.

Having caught up with the designer, Oliver Ling, it became clear that the driver behind the product was his own passion in helping to tackle the food waste problem. The prototype was created as his final year project at university, where he undertook a lot of primary research analysing the contents of domestic rubbish bins.  This is further demonstrated in that the Compo is designed to be manufactured from recycled plastic derived from food packaging.

"I wanted to design something that was sustainable," Oliver affirms.  "In fact, I believe it is so important, every product designer should get involved with sustainability".

Designer Oliver Ling, at the Green Heroes stand at Grand Designs Live

I couldn't agree more. Designers have immense power to revolutionise the future waste landscape, either through designing-out wasteful and hard-to-recycle materials from their products or in developing new processes and infrastructures that manage our wastes better.

I was interested in Kevin McCloud's view on this, especially as there is potential to develop more scaleable applications of the Compo.

And having watched his recent series of Man Made Home, which involved the construction of a cabin that enabled him to live off-grid, it was the localised production of biogas that particularly caught my attention.

Politely referring to it as "Episode 3", rather than "the one where you cooked on gas made from your own poo", the programme featured a visit to an Anaerobic Digestion plant, which incorporates the collection of dog poo and other materials to create a rich compost and biogas, capable of powering a small village.

Kevin wanted to apply this idea to his own cabin experience and in an entertaining fashion set about building an outdoor loo and biogas infrastructure to collect and process human wastes, supplemented by a good dollop of lion dung, which was retrieved from nearby Longleat.

"This isn't revolutionary," he insists. "And it's not unproven. In India, for 150 years, people have been building biogas digester systems across the country and lots of villages now have them."

Behind the obvious fun involved in building his own off-grid cabin, he was actually keen to explore what was possible, discover what could work in the UK and consider which solutions could be scaled up.

"I'd like it to go one step further and connect to the grid," he adds, "Especially as an average family can produce enough methane to cook all its food."

However, he doesn't envisage a future where households would have their own individual digesters and personally, despite my fascination for the subject, I feel a certain relief in that.

So what is the way forward?

Kevin tells me that the sensible way to do this is on a more ambitious scale, supporting several streets to divert waste from sewage systems into a local biodigester, which connects with the gas main to bring the energy source back into the home.

"Currently our infrastructure is national or regional," he says. "We could be considering all those services at a more local scale. Many sewage sites are starting to cover their tanks with methane collectors, but there is potential to create better self-sufficient communities."


"The infrastructures for collection already exist but we are very early in the process of transition and it will take philanthropists to influence and direct building self-sufficient communities."

"And where society once viewed those who once lived off-grid as green extremists, we are now considering them as true pioneers."


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Kevin McCloud is the ambassador for Grand Designs Live Birmingham and London.  For more information please visit www.granddesignslive.com

 

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Trashed! An evening in London with Jeremy Irons.

Jeremy Irons and producer Candida Brady 

introducing Trashed at London's Raindance Festival

My passion for waste reduction has taken me to many places, but Saturday was the first time it's ever landed me in a movie premiere in the heart of London.

But you can forget the red carpet on this occasion, even if the leading man was Jeremy Irons. For Saturday's movie was not some glitzy affair in Leicester Square,but an independent documentary, being screened as part of an independent film festival.

Trashed, featuring Jeremy Irons and produced by Blenheim Films, takes us on a journey around the world highlighting the issues with how our waste is managed.  It begins with the sobering sight of a rubbish dump on the coastline of Lebanon, discussing the effects of the pollutants from physical trash and leachate that spill into the Mediterranean, a serious international environmental problem.

Closer to home, the portrayal of dioxins from toxic waste sites and incinerators renders the UK's experience just as harsh viewing.  In one of the few countries in the world where waste management is so tightly controlled and where we have some of the best technology available, it is shocking to hear that even a modern incinerator in Scotland has breached emissions limits 172 times.  And that's only since 2009.

Thanks to the effects of emissions and leacheate, even if they appear to be tightly controlled, there seems to be very little escape from the consequences of burying or burning our rubbish.

And sadly, the images of villagers in a developing country throwing their rubbish into the river behind their homes, drinking water from that river, washing in it and eating the fish that they had caught from it, suddenly felt like a microcosm of the wider world within which we live.

 
It's truthful to say that Trashed, with its evidence of the amount of chemicals reaching our food chain, is very depressing viewing, not to mention the shocking images of fish and mammals that are physically injured by the debris floating in the sea.

To add a few figures to this, oceanographer Charles Moore highlights that there is now six times more plastic in the ocean than zooplankton, which form the very basis of the food chain.  And it's not the physical plastic that we can see that should only concern us, but more worryingly the material that we can't, i.e. the stuff that's so small it's easily absorbed, suppressing immune systems, hormones and reproductive systems.

With examples of whales being now so heavily contaminated that many can no longer reproduce, the documentary makers refer to the analogy of the canaries in a coal mine, a worrying prediction that what currently affects these mammals, will in the course of a few generations affect us.

I don't think any of us like to face harsh news like this, especially if we don't have the scientific background to make judgments for ourselves.  We can always believe that it is someone else's problem or that it doesn't matter to us, because we don't witness it or we won't be around to experience the sorry consequences. The problem may be seen as being too great for us to handle anyway. And the result? We just go about our everyday business, pushing it into the back of our minds, continuing life as normal.

But personally, even with the hard-to-swallow science, my own ignorance and how insignificant my own contribution is in this global picture, I welcome documentaries like Trashed.

It is better to know what we are up against, so we can mobilise human intelligence to more widely monitor, reinvent, better legislate, engineer solutions and develop new economies that reverse such trends, as well as place political pressure on those who have the power to influence international development.

Trashed gives a taster of some of the efforts that are already taking place to better manage, at the very least, Western approaches towards waste, including the San Francisco Zero Waste programme, where it is a legal requirement for every resident and visitor to participate in the recycling initiatives.  The documentary also featured a new approach to modern retail such as that promoted by Catherine Conway and her shop Unpackaged in London.  Even without such frameworks and facilities, Rachelle Strauss of MyZeroWaste.com demonstrated to Jeremy Irons, how as an individual we can take better care in choosing what we buy and vote with our wallets.

So rather than hide from this harsh tale, I would much prefer we stared it straight in the eye and committed to taking some form of action, whether it's through changing our shopping choices, recycling efforts or participating in a spot of activism.

So next time you hear that it's better to burn or bury our rubbish than fight for well managed and resourceful zero waste solutions, I'd like you to think of Trashed.  But don't take my word for it, watch the trailer.


Jeremy Irons not only makes such a powerful storyteller but having witnessed the issues first-hand, he believes that with the right support and backing from consumers, industry and governments the situation is indeed curable.

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Trashed is being screened as part of London's indie film festival Raindance,and has been nominated for the Best Documentary Award.  It is being shown again, on Tuesday 2nd October at 3pm.  Another waste related film, being screened on Saturday 6th October, is the 10 minute short, Emptys.

If you are new to the idea of Zero Waste and want to know more about action that's being taken in the UK, follow www.myzerowaste.com and the Zero Waste Alliance UK (of which I am a trustee) for further news.

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The anatomy of a VAP test report

The vertical auto profile (VAP) test is an enhanced lipid profile test. It has been proposed, chiefly by the company Atherotech (), as a more complete test that relies on direct measurement of previously calculated lipid measures. The VAP test is particularly known for providing direct measurements of LDL cholesterol, instead of calculating them through equations ().

At the time of this writing, a typical VAP test report would provide direct measures of the cholesterol content of LDL, Lp(a), IDL, HDL, and VLDL particles. It would also provide additional measures referred to as secondary risk factors, notably particle density patterns and apolipoprotein concentrations. Finally, it would provide a customized risk summary and some basic recommendations for treatment. Below is the top part of a typical VAP test report (from Atherotech), showing measures of the cholesterol content of various particles. LDL cholesterol is combined for four particle subtypes, the small-dense subtypes 4 and 3, and the large-buoyant subtypes 2 and 1. A breakdown by LDL particle subtype is provided later in the VAP report.

In the table above, HDL cholesterol is categorized in two subtypes, the small-dense subtype 2, and the large-buoyant subtype 3. Interestingly, most of the HDL cholesterol in the table is supposedly of the least protective subtype, which seems to be a common finding in the general population. VLDL cholesterol is categorized in a similar way. IDL stands for intermediate-density lipoprotein; this is essentially a VLDL particle that has given off some of its content, particularly its triglyceride (or fat) cargo, but still remains in circulation.

Lp(a) is a special subtype of the LDL particle that is purported to be associated with markedly atherogenic factors. Mainstream medicine generally considers Lp(a) particles themselves to be atherogenic, which is highly debatable. Among other things, cardiovascular disease (CVD) risk and Lp(a) concentration follow a J-curve pattern, and Lp(a)’s range of variation in humans is very large. A blog post by Peter (Hyperlipid) has a figure right at the top that illustrates the former J-curve assertion (). The latter fact, related to range of variation, generally leads to a rather wide normal distribution of Lp(a) concentrations in most populations; meaning that a large number of individuals tend to fall outside Lp(a)’s optimal range and still have a low risk of developing CVD.

Below is the middle part of a typical VAP report, showing secondary risk factors, such as particle density patterns and apolipoprotein concentrations. LDL particle pattern A is considered to be the most protective, supposedly because large-buoyant LDL particles are less likely to penetrate the endothelial gaps, which are about 25 nm in diameter. Apolipoproteins are proteins that bind to fats for their transport in lipoproteins, to be used by various tissues for energy; free fatty acids also need to bind to proteins, notably albumin, to be transported to tissues for use as energy. Redundant particles and processes are everywhere in the human body!

Below is the bottom part of a typical VAP report, providing a risk summary and some basic recommendations. One of the recommendations is “to lower” the LDL target from 130mg/dL to 100mg/dL due to the presence of the checked emerging risk factors on the right, under “Considerations”. What that usually means in practice is a recommendation to take drugs, especially statins, to reduce LDL cholesterol levels. A recent post here and the discussion under it suggest that this would be a highly questionable recommendation in the vast majority of cases ().

What do I think about VAP tests? I think that they are useful in that they provide a lot more information about one’s lipids than standard lipid profiles, and more information is better than less. On the other hand, I think that people should be very careful about what they do with that information. There are even more direct tests that I would recommend before a decision to take drugs is made (, ), if that decision is ever made at all.

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Beyond our bins: An inside peek at the UK's largest waste exhibition 'RWM with CIWM'

Having delivered a presentation last year at the country's largest waste management exhibition, I was keen to revisit RWM with CIWM and have a decent peek at what's really happening beyond our bins.

It looks like I wasn't the only one!.

The star attraction was not quite the latest wheelie bin that teleports your waste to the nearest recycling centre, but the rather marvellous Professor Brian Cox, who, thinking about it, could surely one day make that kind of magic happen.

He was, unsurprisingly, a teeny bit popular, so I tried another route in...

...but for want of a pair of stilts and an invisibility cloak, I failed, like a balloon that had popped too soon!

So very near to the particle recycling party, but yet so far.

And sadly very much out of earshot.

Thankfully, with the industry press fairy godmothers at the helm, I can still share the words of the prof, who not only teased the audience of waste professionals with the concept of space disposal, but on a serious note, reasserted that the Earth's resources are rare and must be protected.

But, I must confess I didn't trek all the way to Birmingham's NEC, just to see the professor.  I wanted to get a picture of how the waste industry is planning to helping householders and businesses waste less.  I soon got the impression that despite there still being many hurdles, those involved in the waste stream are ready to face these challenges, hurl themselves forward and keep improving targets.

Of course, the issue of targets is an interesting one and I was intrigued to discover what a panel of thought-leaders from the industry felt about the realities of Zero Waste.

Featuring senior representatives from APSRG, CIWM, WRAP and SLR Consulting, the message came over quite clearly that the view of panellists was that we will never quite reach 'zero waste to landfill'.

However, it was also discussed that great strides towards a zero waste economy are actually possible and regardless of never being able to hit zero, the benefits along the route are really worth the journey.

Maybe it is the optimist in me, but I would like to think that the members of the panel were all holding onto a secret hope that even though they said we'll never hit the magic zero, we will one day reach the rather cheeky figure of a 99.99% waste reduction rate. Okay, maybe I'm a tad extreme, perhaps for now I'll settle happily at 98%.

After all, this is the same panel which acknowledged that in 1980 the industry didn't even aspire to a 5% recycling rate and would have laughed at targets as high as 50%, a figure that in many areas is currently being met.

Another 32 years of innovation and rethinking will present a different picture, I am sure of it.

The industry already speaks of waste as now being a matter of logistics, with businesses such as Stobart  taking an interest.  It also acknowledges how it needs to be better at communicating the opportunities of designing out waste with designers and manufacturers, a process that really it shouldn't fear.  Better product design will bring better recyclate, which can be more easily streamed, fetching greater financial value in a properly managed circular economy. 

Elsewhere, we are also seeing stronger partnerships between recycling companies and manufacturers, such as Coca-Cola's joint venture with Eco Plastics.  From the retail perspective, Sainsbury's is seeking to work with local authorities to roll-out better recycling facilities at the company's stores, which will include mixed plastics recycling as well as banks for small electricals.  As for local authorities, those in charge of Household Waste Recycling Centres are increasingly seeking partners in the third sector to help push reuse, as illustrated by this recent example from Buckinghamshire

As for kerbside innovations it's great to see that developments in wheelie bin design, as well as collection vehicles, can now enable easy and smarter recycling opportunities, which offer better quality recyclables for the end markets.

However, for the industry to maximise its efficiency, it is also in the area of consumer education, where the waste sector needs to urgently innovate.

We can aspire to having the best recycling facilities in the world, yet if the materials needed to support that zero waste economy still end up in landfill or incinerators, the industry might as well pop on its slippers and smoking jacket and spend the next few decades staring into the flames of the comparatively unimaginative energy from waste.

The waste reduction and recycling messages must not just continue as they, they must be stronger and more innovative to capture the imaginations and support of a greater public, to inspire individuals and organisations to increase participation.

Independent businesses need to better understand the process of diverting their landfill waste to a recycling service, which many currently see only as a fincancial burden rather than the economic incentive that diversion offers.  And community leaders, should be encouraged to create zero waste plans that support their local areas, through recycling incentives and third-sector benefits.

Wherever EfW facilities exist, recycling messages need to be stronger still, and yes, I do recognise the irony.

There are so many fantastic innovations taking place that the waste sector has a huge story to tell.  Yet, the headlines which hit the mass media are normally those that knock the recycling process, leaving local authorities to work harder at the 'Reduce, Reuse, Recycle' message to battle the bad news stories.

It is encouraging to hear that industry journalists, such as the strong editorial team at MRW, are now forging closer links with the national media to help bring, into the public arena, news that would have once remained solely in the sector.

For it is the national media that has a key role to play in helping to change our behaviour.  As well as the "how to" advice that comes from local authorities and the Recycle Week campaigns organised by WRAP, we also need innovative features to entertain magazine & newspaper readers, TV viewers and social-media users.

Features that close in on exciting technologies, quirky recycled products, popular economics and science, or even delving into the odd celebrity bin!  It really is time for the sector to find its place in modern and popular culture.

Just imagine if someone like Clare Balding got uber-excited about waste reduction and let the cameras follow her rubbish, recycling rates would probably double by December, and if she did a double-act with Prof Brian Cox, we'd be hitting zero waste by the end of the decade.

Now there's an idea.

I rather like that.

I'll bear that in mind as I wander back to my washing-up!


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For an excellent industry overview of the highlights of the RWM with CIWM, visit Edie Waste and LetsRecycle.

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