This album is the complete package. A brilliant idea, fantastic music and informative packaging and links to future avenues. Firstly the concept is fantastic. All the tracks are very well worked critiques of the modern food industry, supermarkets and the cultures which accompany them. For instance "the truncated life of a modern industrialised chicken" or "celebrity" which is a track entirely made up for food endorsed by celebrities of tied to its marketing strategy. Using his PCCOM rules Herbert uses the food, from organic free range eggs to a recreation of the meal that nigella Lawson cooked for george bush when he came to Britain to thank tony blair for his support during the iraq war. As ever he takes these everyday objects and makes music out of them. However, what is really the making of this album is the sleeve notes. They are really details, he goes to the trouble of listing all the ingredients in our processed food, which make up the instruments for his music and then mixing it with really interesting political ideas. For instance of the song about branded water he asks "how about we turn off public ornamental fountains until the rest of the world has clean drinking water and sanitation". A great idea!
In times when it is said (wrongly) that there is no politics in music Matthew Herbert shows us that there is, but it is not in the big political institutions but in our everyday lives as consumers where we can make a difference. Buy this album and engage in a new way about the world we live in.