The seaside village of Pioppi. Pic Courtesy/Spinoziano - Own work; Wikimedia commons

While counselling a patient a day after he performed a life-saving operation on him following a heart attack, Dr Aseem Malhotra encountered what he refers to as the biggest scandal in the junk food industry. The UK-based cardiologist remembers counselling the middle-aged man on the ill-effects of a poor diet when a health care assistant served him with a plate of burger and chips. "How do you expect me to change my lifestyle if you're serving me the same crap that brought me here?" his patient shot back, leading Malhotra to realise that education is ineffective in bringing about a change in society if your environment works against you.