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To those unfamiliar with the absurdist theater of school lunch, it is puzzling, even maddening, that feeding kids nutritious food should be so hard. You buy good food. You cook it. You serve it to hungry kids.Yet the National School Lunch Program, an $11.7 billion behemoth that feeds more than 31 million children each day, is a mess, and has been for years. Conflicts of interest were built into the program. It was pushed through Congress after World War II with the support of military leaders who wanted to ensure that there would be enough healthy young men to fight the next war, and of farmers who were looking for a place to unload their surplus corn, milk and meat. The result was that schools became the dumping ground for the cheap calories our modern agricultural system was designed to overproduce.
Most brands and personalities try to appeal to a wide swath of the population. Niche players and polarizing personalities are only ever going to be interesting to a small subgroup. While this might seem like a disadvantage, it’s actually a huge opportunity: Because it allows them to leverage the dismissals, anger, mockery, and contempt of the population at large as proof of their credibility.
The old playbook stopped working…until Milo Yiannopoulos came along and a new generation picked it up again.