Nutrition writers struggle to name the industry without using the word food. "Junk food," "fast food," "ultra-processed food," "frankenfood," and so on all help the industry obfuscate that they've refined out and sell the addictive parts, which resemble their sources as much as heroin resembles poppy or cocaine coca leaves.<p>We don't call heroin "fast poppy" or cocaine "junk coca." Doing so with the addictive refinements from other plants only confuses people that temporarily filling their bellies resembles nourishing themselves. Heroin would make us feel less hungry temporarily too, but we recognize it harms.<p>Michael Pollan's "Eat food, not too much, mostly plants" implies non-food isn't food, but he doesn't come up with the needed name for what's not food that he recommends avoiding eating.<p>The word "doof" -- food backward -- is catching on among some nutritionists and food writers. The change in your world view that comes from differentiating food from doof is tremendous. You see 90% of the supermarket as a wasteland of addiction, plastic, and pollution. When people say poor people choose fast food over vegetables because they can buy more with their limited funds, you hear that they're buying doof instead of food. Companies selling doof displace farmers markets and people selling food.<p>Doof is generally packaged, engineered to promote a short-term rush and long-term craving, and its pleasure comes from salt, sugar, fat, and convenience.<p>I propose using the term doof for doof and avoiding referring to doof with any phrase including the word food.