The US medical industry has a motivation problem when it comes to the central role of food in health. Kale does not emit a flock of attractive sales people to detail doctor offices. Organics lack the financial clout to fund JAMA. Brown rice gets failure grades on inviting doctors to conferences in tropical zones. Fruits and vegetables seem to have missed out entirely on the whole marketing side of competing with the pharma-device predilections of the $3.3-trillion medical industry.