That doesn’t mean that some companies aren’t marketing freeze-dried food as an innovation. After eating the Wise Company meals for three days, I switched to Thrive Life’s Simple Plate program, a Blue Apron–esque service that teaches you how to cook from the company’s store of freeze-dried ingredients, which customers can also get mailed to them in recurring shipments. Unlike Wise Company, Thrive Life’s website makes no mention of emergency preparedness, instead emphasizing the sorts of qualities, like saving money and avoiding waste, that might have appealed to Lydia Maria Child in her time: “These foods won’t spoil in a few days... You won’t be thawing, degreasing, or cutting raw meat. You won’t be chopping veggies or washing and peeling fruit.” I reached out to Thrive Life’s founders to hear more about their rationale for marketing freeze-dried food for everyday use, but didn’t hear back.
The funny thing about freeze-drying is it’s kind of an exception to the rule. Removing all the water from a floret of broccoli, for example, doesn’t turn it into something new; it simply transforms it into a slightly lesser version of itself. “Once you change the physical structure of something by drying it out all the way,” Allen said, “the texture is never really the same.”
We get that creature comforts will be ever more important as the things that used to make us happy slowly break and crumble around us. But do you really want to put a ton of effort into opening a bakery when everything is going to shit? And we hate to be the bearers of bad news, but no amount of odor elimination is going to stop the uncivilized world from smelling really, really bad.
The 5-in-1 paracord bracelet slips on with ease and stays fashionably in the background until or unless the situation on the ground takes a turn for the worse. That’s when they spring into action. Should you need to get a fire going in a hurry there’s the fire starter kit comprised of flint and scraper. While you’re warming up by the fire take the lay of the land with the mini compass. There’s also what must be the world’s most compact emergency knife and should you need it a powerful emergency whistle that will project up to 100 decibels of life saving sound. Essential survival gear especially if you have the kids with you.
The morning after I arrived, I was picked up at my hotel by Graham Wall, a cheerful real-estate agent who specializes in what his profession describes as high-net-worth individuals, “H.N.W.I.” Wall, whose clients include Peter Thiel, the billionaire venture capitalist, was surprised when Americans told him they were coming precisely because of the country’s remoteness. “Kiwis used to talk about the ‘tyranny of distance,’ ” Wall said, as we crossed town in his Mercedes convertible. “Now the tyranny of distance is our greatest asset.”
At seventy-seven, living on a tugboat in Sausalito, Brand is less impressed by signs of fragility than by examples of resilience. In the past decade, the world survived, without violence, the worst financial crisis since the Great Depression; Ebola, without cataclysm; and, in Japan, a tsunami and nuclear meltdown, after which the country has persevered. He sees risks in escapism. As Americans withdraw into smaller circles of experience, we jeopardize the “larger circle of empathy,” he said, the search for solutions to shared problems. “The easy question is, How do I protect me and mine? The more interesting question is, What if civilization actually manages continuity as well as it has managed it for the past few centuries? What do we do if it just keeps on chugging?”
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