It would seem anomalous that Channel 10 would replace the Biggest Loser, a reality TV program dedicated to losing weight, with another flagship program, MasterChef, which is designed to tantalise our taste buds and have us chomping on more than just couch potatoes, dust and lint - no calories there after all. That is, until you realise the vast sums of money that are generated by food retailers who flog us the saturated and trans fat laden products that at first contribute to our growing "prosperity", as well as the food substitutes, (dust, lint, cardboard), that are designed to strip it all away again. Sounds like alchemy doesn’t it? Get ’em fat then get ’em back!

The Australian weight loss industry is worth more than $1 billion, according to business analyst Ibisworld, which includes meal-replacement milkshakes, fasting or detox packages, "fat burner tablets" and vitamin supplements. It is no coincidence then, that these TV programs are designed around industries that have big advertising budgets.

So we get all of these fatties, sorry, morbidly obese people, together, intern them, starve them, subject them to an exercise regime designed by the Greek God Hades and his three headed dog, and watch in awe as kilo after kilo of lard melt away from their hulking frames. Treat ’em mean and get ’em lean!

Then, after a guilt ridden and often torturous pathway to weight loss during the summer months, we are subjected, like recovering alcoholics, to the temptations of delicious fare, and gluttony, to while away the dark depressing winter months. Look no further than Matt Preston - the internationally acclaimed and revered food critic from MasterChef - for confirmation of this. Now you know how a hamster must relate to its wheel - round and round we go!

Recent moves by the airline industry to start charging corpulent passengers with a "fat tax" were met with howls of protest and claims of discrimination. Fair enough (no pun intended) too - but is it fair to single out those people who have a problem which is already impacting greatly on their life, and make them feel like pariahs? Obesity is something airlines are taking very seriously, primarily because higher passenger loads affect their fuel consumption. But is it appropriate to put all the burden of those issues back on people who have the problem and to say you have to lose weight or buy two seats?

This is all part of the new world order where you must be one size to fit at all. The big supermarkets already monopolise food retailing, fuel, liquor and pokies and, for a number of years, have been endeavouring to take control of pharmaceutical distribution. It won’t be long before they have control of the media as well. Wait a minute, they already do. TV programs are sponsored by the major supermarkets and even their advertising promotions are delivered like infotainment - just think Brand Power - but hang on a minute, every week another branded product is replaced with the ubiquitous "home brand".

Grow or die screams the headlines on the front cover of the BRW this week. And, while most of us face challenges with our expanding girth, small business operators are being continually squeezed by marketplace raptors and leviathans. And what’s the new mantra at the big end of town? The economic theory of the supply chain is dead - long live the daisy chain instead!

I have a better idea. Tax those who make huge profit from selling the fatty fatty bom bar food and send it to the airlines who can then install bigger seats and, provide more LEG ROOM!!!

Upsa Daisy!

Gary Hatwell Executive Chairman