. >> mr. moss, what happened in minneapolis in april of 1999? >> i start the book with that meeting because it's so informative of the industry's attitude and strategies. 1999, the obesity epidemic was just beginning to emerge. and raised concern not only among consumer activists and nutritionist, but among people inside the processed food industry. they gather together a very rare meeting of ceos of some the top manufacturers in north america. who got together at the old minneapolis headquarters, the old pillsbury headquartered in minneapolis to talk about none other than these emerging crisis really for the industry. and up in front of them was none other than one of the own, his name was michael mudd, vice president of craft. he was armed with 114 slides and laid at the feet of the ceos and presidents of the largest food companies, responsibility for not only the obesity crisis, but he cited the rising cases of diabetes, high blood pressure or heart disease tick even linked their food with several cancers. and he pleaded with them to collecti