Financial Accounting: An Events and Cash Flow Approach

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Engaging both sides of the agricultural biotech controversy and hoping to initiate a reasoned dialogue, geneticist Belinda Martineau explores the development and eventual failure of the Flavr Savr tomato in First Fruit. One of the Calgene scientists who worked on the tomato (the first genetically modified food on the market), she offers great insight into the scientific and business factors that drive the research and marketing of biotech products. Concerned about the eager and simplistic denial of most of her colleagues when faced with protests from consumer advocates, she wants to see more direct communication between the two sides.

Using the story of Flavr Savr's development, Martineau shows the reader both the quality of biotech research and the power of management to obfuscate or otherwise affect that work. Though straying into dead-end stories of her colleagues' interactions a little too often, for the most part the narrative flows smoothly and draws the reader along swiftly to the tomato's eventual, inevitable demise in the market. Ironically, the Flavr Savr failed more because it couldn't live up to Calgene's nearly messianic marketing than from any protester's work, even if it did launch a few activists' careers. Telling industry to pay more heed to honesty and research while suggesting that the public pursue better scientific education shouldn't be asking too much--perhaps First Fruit will help de-escalate the debate. --Rob Lightner

Book Description

In 1994 a little California biotech startup called Calgene introduced the Flavr SavrTMtomato, the first genetically engineered whole food ever brought to market, and laid the groundwork for the entire agricultural biotechnology industry.

In a fast-paced narrative full of colorful characters, surprising twists and turns, and several eye-opening revelations, Belinda Martineau chronicles the story behind the making of the Flavr SavrTM, from its conception, through its much-heralded introduction to market, and its ignominious disappearance. As a member of the Calgene team that developed the Flavr SavrTM and secured its regulatory approval, Martineau underwent a transformation from an enthusiastic believer in biotechnology's promise to a battle-weary skeptic. Her account serves as a cautionary tale for the biotech age, offering a revealing look at how the science of genetic engineering is actually done, how corporate decisions are really made in biotech startups, and how the regulatory system in the U.S. does and doesn't work.

Most importantly, First Fruit goes beyond the polarized debate currently surrounding genetically modified foods to illustrate both the benefits and the risks of this new technology.

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Customer Reviews:

Managerial strategies and research projects in action.......2002-01-11

This book have some very interesting perspectives:

1) The book is an insiders view on the development of the biotechnologies presented in a non-glamourous style

2) The book is a witness that standard strategic thinking has it limits when it come to explain the nature of biotechnology development. Also the book's description of how the development of the Flavr Savr tomato was approved and how this became a FDA standard is very interesting reading to people who think of public regulatory work as totally independent of corporate interests.

The book is much more intense than Kidder's book: The Soul of the New Machine and that says something of the quality of Martineau's book.

Direction for Sound Decision-making about Biotech Food.......2001-09-16

As the mother of three young children, I found First Fruit accessible, reassuring and empowering. I'm concerned about the food that my family eats. Is it healthy, pure and wholesome? How do I make good decisions about food for my family? Enter First Fruit. It reads like a novel, fast-paced and enthralling. In the midst of this most important and well-written story, Belinda Martineau delivers information that helps me to break out of my confusion, fears and ignorance about biotech food. She thoroughly and respectfully covers the science and history of this monumental venture. She humanizes it by bringing the players involved to life - warts and all. As the book draws to its conclusion, after many hilarious, infuriating, egomaniac, frustrating, cruel, brilliant, and optimistic moments told, my concerns for my family come full circle. What is healthy, pure and wholesome for our world? How do we, or should we, as industries, governments, academics, NGO's and the general public make good decisions about food for our world? With a fabulous birth metaphor and without an alarmist tone, Belinda Martineau points us all in the right direction.

Highly readable account of thought provoking subject matter.......2001-09-05

First Fruit presents the story of Calgene's development of the Flavr Savr tomato, the world's first bioengineered food. The book provides interesting insights on many aspects of the project. Calgene and its investors poured more than $200 million into what turned out to be a flawed hypothesis - that Calgene's scientists could produce a firm, great tasting tomato capable of withstanding the rigors of transportation from the fields to supermarkets at a commercially viable price. First Fruit is very well written and conveys its subject matter in a reader-friendly conversational style that those of us without Ph.D.'s can understand.

The book recounts the emotional roller coaster ride inside Calgene as project scientists encountered a seemingly endless string of scientific, regulatory, and legal obstacles. The strain brought out admirable qualities in some people and questionable conduct in others. One highlight is Dr. Martineau's description of her own "inquisition," where she unsuspectingly walked into what had been billed as a staff meeting only to be confronted by seven "true believers" who proceeded to berate her for what they perceived to be her lack of loyalty to the cause. Then there is the story of the arrival of the first truckload of Flavr Savr tomatoes. Numerous Calgene officers and directors traveled to Chicago, hoping to see proof that their miracle fruit had solved the transportation problems that had plagued the industry. Instead, they were greeted by the spectacle of tomato puree leaking from the truck. Not one tomato had survived the trip. One employee repeatedly intoned, presciently, "It's over, it's all over."

First Fruit concludes with a thought provoking discussion of Flavr Savr's impact on the Food and Drug Administration's scrutiny of genetically engineered plant applications. Dr. Martineau relates how the relatively minor genetic engineering involved, together with the apparent absence of any negative side effects, may have lulled the FDA into a false sense of security. Given recent news accounts, such as those of the widespread contamination of numerous corn products with StarLink genetically engineered corn not approved for human consumption, this discussion may be the most important in the book.

Insider's view: How The First Biotech Tomato Flopped.......2001-08-10

First Fruit provides an interesting, quick read of a Califonia company's effort to develop and sell the Flavr Savr tomato - the first gentically engineered, but not the last, whole food. Written by a Flavr Savr researcher, the book highlights the internal clash between business executives seeking immediate financial returns and scientists charged with coming up with a high-tech tomato that genetic science had not yet produced for general salad consumption. The book's middle-third is a little too technical if you never managed better than a C+ in chemisty or biology, but the insider's view of the struggle to get the new tomato to market and her responsible conclusions make this book a must read for anyone interested in the emerging global role of biotechnology.

First Fruit: The Creation of the Flavr Savr Tomato and the Birth of Biotech Food

Average customer rating:

Intriguing Story of the Flavr Savr Tomato

First Fruit: The Creation of the Flavr Savr Tomato and the Birth of Biotech Food
Belinda Martineau
Manufacturer: McGraw-Hill Companies
ProductGroup: Book
Binding: Paperback

Biotechnology | Biological Sciences | Science | Subjects | Books

Genetics | Evolution | Science | Subjects | Books

General | Science | Subjects | Books

Food Science | Agricultural Sciences | Science | Subjects | Books

General | Agricultural Sciences | Science | Subjects | Books

Lords of the Harvest: Biotech, Big Money, and the Future of Food

ASIN: 0071400273

Book Description

"A must read for those interested in understanding the history and future of biotech food."W. R. Morgan, Choice magazine

In a fast-paced narrative featuring colorful characters, surprising twists and turns, and several eye-opening revelations, Belinda Martineau chronicles the story behind the making of the Flavr SavrTM tomato, from its conception, through its much-heralded introduction to market and its subsequent ignominious disappearance. Her account serves as a cautionary tale for the biotech age, offering a revealing look at how the science of genetic engineering is actually done, how corporate decisions are really made in biotech start-ups, and how the regulatory system in the United States does and doesn't work.

Most important, First Fruit goes beyond the polarized debate currently surrounding genetically modified foods to illustrate both the benefits and the risks of this new technology.

Customer Reviews:

Intriguing Story of the Flavr Savr Tomato.......2002-07-30

First Fruit provides a history of the first biotech plant product. I found this book to be fascinating. Belinda Martineau has written a very accessible book that has something to offer every reader. The scientific background allows the non-scientist to be able to understand not only what made the Flavr Savr tomato, but all the different regulatory issues involved to show that the product was safe. As such, it reveals how much of the anti-biotech sentiment is based on ignorance of scientific facts rather than on demonstratable dangers. Indeed, as was the case of Calgene, any company worth its pipette tips (and knowing the highly litigious society in which we live) would not want to release a hazardous product, but would want to do all the safety studies.
The interactions and conflicts between the scientists and business side of the company reveal important lessons for any biotech company. These problems underscore the importance even more for getting the 2 sides to interact from the beginning in a meaningful way. The hype that was generated before a product was produced foreshadowed the dotcom bubble, but an important difference in biotech (and especially plant biotech) is that product development (often 7-10 years) usually takes much longer than a high-tech product. This book is must reading for anyone who is interested in the current debate about genetic modification of foods. It is also valuable reading for anyone who is interested in biotech industry (especially if one is interested in investing in this industry).

Average customer rating:

First Fruit: The Creation of the Flavr Savr Tomato and the Birth of Biotech Food
Belinda Martineau
Manufacturer: McGraw-Hill Companies
ProductGroup: Book
Binding: Paperback
ASIN: B000OFXMLA

First Fruit: The Creation of the Flavr Savr Tomato and the Birth of Biotech Foods

Average customer rating:

First Fruit: The Creation of the Flavr Savr Tomato and the Birth of Biotech Foods
Belinda Martineau
Manufacturer: McGraw-Hill Companies
ProductGroup: Book
Binding: Paperback
ASIN: B000OGCNOQ

Average customer rating:

Great for class or family fun!

Seashells, Crabs and Sea Stars (Take-Along Guides)
Christiane Kump Tibbitts
Manufacturer: Northword Press
ProductGroup: Book
Binding: Paperback

Nonfiction | Marine Life | Animals | Children's Books | Subjects | Books
General | Ages 9-12 | Children's Books | Subjects | Books
Look Inside Children's Books | Trip | Specialty Stores | Books
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Snakes, Salamanders, and Lizards (Take-Along Guides)

Planets, Moons and Stars (Take-Along Guides)

ASIN: 1559716754

Book Description

Each book: - Helps children identify different species. - Features detailed true-to-life illustrations. - Has fun activities and projects.

Customer Reviews:

Great for class or family fun!.......2004-12-31

This is a terrific book to take along to the beach, or use for discussions before or after a trip.Also very useful for identifying shells you find, and telling fascinating details about the creatures that lived inside.

Plasterworks: A Beginner's Guide to Molding and Decorating Plaster Projects from Stars and Cherubs to Shells and Sunflowers

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Plasterworks: A Beginner's Guide to Molding and Decorating Plaster Projects from Stars and Cherubs to Shells and Sunflowers
John Plowman
Manufacturer: North Light Books
ProductGroup: Book
Binding: Hardcover

General | Crafts & Hobbies | Home & Garden | Subjects | Books

Pottery & Ceramics | Crafts & Hobbies | Home & Garden | Subjects | Books

Reference | Crafts & Hobbies | Home & Garden | Subjects | Books
ASIN: 0891347070

Average customer rating:

Round stars & shells
David Bleser
Manufacturer: American Fireworks News
ProductGroup: Book
Binding: Unknown Binding
ASIN: B00073BYMI

Shells (White Star Guides: Underwater World)

Average customer rating:

Shells: Guide to the jewels of the sea
About the shells, but in a very biological way
Lovely photos, fair figures, lacking on text

Shells (White Star Guides: Underwater World)
Giorgio Gabbi
Manufacturer: White Star
ProductGroup: Book
Binding: Paperback

Reference | Outdoors & Nature | Subjects | Books

ASIN: 8854400939
Release Date: 2006-09-19

Book Description

Brimming with superb underwater photographs, hundreds of meticulously drawn color illustrations, tables, and graphs, this volume invites readers to observe the complex and beautiful world of shells more closely. The first part of the book explains how mollusks are formed and analyzes their anatomical structure. The text describes the vital functions of mollusks, including feeding, reproduction, and defense, and is accompanied by vivid photographs that bring to life small dramas of everyday life under water. Essential information for collectors is provided on how to classify, catalogue, and preserve shells. The latter part of the book is an exhaustive field guide to shells of the world, featuring photographs and descriptions of more than 400 different types. With its user-friendly layout and handy, portable format, this handbook is a superb travel companion and an invaluable reference for naturalists.

Customer Reviews:

Shells: Guide to the jewels of the sea.......2007-02-17

Good both as technical reference as well as for display

About the shells, but in a very biological way.......2006-06-28

This is actually a book about the living molluscs, and not the shells themselves. Some of the best underwater photography i have ever seen to date is to be found here and in large format. The text is mostly biological and comprehensive.
The species guide, which is included in the last 50 pages is actually almost next to useless. It is incomplete, the drawings (no photos here) are not always good enough and the descriptions have mistakes.
Anyhow, if you've ever wanted to see an A3-format photo of Tridacna Gigas, two Cypraeas breeding, a Colublaria sucking on a shark or a Conus eating a live fish in a series of photographs, this is the book to buy !

Lovely photos, fair figures, lacking on text.......2000-11-29

This is an excellent book. I was impressed by the photos of different marine mollusks in their native habitats, often engaged in complex feeding activities (especially note Colubraria feeding on a parrot fish through it's mucus bubble). It's very nice to see, for a change, a book dedicated to the living organisms that we as Conchologists often tend to forget when engaging in this hobby. I have an extensive collection of shell books and would say to the best of my knowledge this book simply has some of the finest mollusk habitat photography of any book I've seen. I wish they included a bit more text; I felt that a little more info with those excellent photos this would have made this a classic text. Instead it is a excellent book for the amature collector looking for more than the typical identification of shells book. That maybe a mis-characterization as there was information in the text that was new to me (and I have been in this hobby for 30 years), but a lot of the text seemed 'wanting'. Well worth a look see.

Be and Shell Stars (International Astronomical Union Symposia)

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Be and Shell Stars (International Astronomical Union Symposia)

Manufacturer: Springer
ProductGroup: Book
Binding: Hardcover

Astronomy | Astronomy | Science | Subjects | Books

Solar System | Astronomy | Science | Subjects | Books

Star-Gazing | Astronomy | Science | Subjects | Books

Rocks & Minerals | Nature & Ecology | Science | Subjects | Books

All Titles | Qualifying Textbooks - Fall 2007 | Stores | Books

Professional | Qualifying Textbooks - Fall 2007 | Stores | Books

Science | Qualifying Textbooks - Fall 2007 | Stores | Books
ASIN: 9027706999

Circumstellar Structure of the be Shell Star Per, the

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Circumstellar Structure of the be Shell Star Per, the
S.; Hummel, W.; Rivinius, Th. Stefl
Manufacturer: European Southern Observatory
ProductGroup: Book
Binding: Paperback
ASIN: B000KFNBVK

Coloring Fun With Stickers Underwater World

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Coloring Fun With Stickers Underwater World
Little Star
Manufacturer: International Graphics Group
ProductGroup: Book
Binding: Paperback

General | Ages 4-8 | Children's Books | Subjects | Books
ASIN: B000MAMMCM

Product Description

Over 30 stickers includes, underwater and sea life coloring and activity book.

Conch Shell Murder (Five Star Mystery Series)

Average customer rating:

I can't agree...
Getting Cozy With Murder!
Shellduggery in Paradise
BELIEVE IT!
engaging private investigative tale

Conch Shell Murder (Five Star Mystery Series)
Dorothy Brenner Francis
Manufacturer: Five Star (ME)
ProductGroup: Book
Binding: Hardcover

Women Sleuths | Mystery | Mystery & Thrillers | Subjects | Books

General | Mystery & Thrillers | Subjects | Books
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ASIN: 0786250291

Customer Reviews:

I can't agree..........2007-01-21

I can't agree with the other reviews on this book. Yes, it is 'cozy'...by that I mean it has no real violence depicted...except for page 12, where the murder is written from the victim's point of view (an improbable task) and the last sentence is "She slumped, her head a pulpy melon dangling wetly over the chair arm and dripping blood onto the pristine carpet." Well, ok then, how about the heroine, wno has "depth of character"? Well, if "depth of character" means a continuing debate with herself as to whether she can do the job of solving the murder, then Katie has "depth of character". She also fights grief over a failed marriage, eating problems, and a fear of committed relationships. In other words, she's a basket case. But all's well that ends well: Katie has a flesh wound, finds two culprits (not one), and finds a man who will abandon his father's wishes and career path so that he can stay in idyllic Key West with our cozy heroine. Sounds like the beginning of a series to me. And frankly, I probably won't read the second installation.

Getting Cozy With Murder!.......2003-10-31

As this comfortable cozy opens, Private Detective Katie Hasworth arrives back home in Key West. Upon her arrival, she finds out from her friend and landlord, Diane, that Diane's mother is dead. Alexa Chitting was a difficult woman to say the least and Diane does not believe the Police are doing enough. The Police believe it was a robbery that went too far but Diane is convinced that her mother was murdered. She wants Katie to investigate.

This is a new career and lifestyle for Katie as she works to put several painful events of the past behind her. This would be her first case, a case that her partner and mentor in the agency has rejected stating that the Police have a good handle on things. With misgivings and trepidation, Katie accepts the case and once past her shaky start, begins to make headway. Along the trail as she seeks a murderer, she will find romance, politics and environmental issues as well as a host of suspects that had a personal stake in the life and death of Alexa Chitting.

At 245 pages in hardback, this is a fast read with a minimum of violence. "Cozy" in every sense of the word, Dorothy Francis spins a world where self interest led to murder in the island paradise of Key West. The author has a strong eye for detail and brings the characters as well as the rich cultural background of Kew West to life for her readers. Strong diverse characters, rich local color, and an engaging case make this novel well worth the read.

Shellduggery in Paradise.......2003-06-02

Conch Shell Murder keeps you guessing from start to finish. Marvelous characters jump right off the page. The author's great sense of place makes you feel you are there, pulling for Katie Hassworth to solve the murder of Alexa Chitting a colorful, controversial Key West figure. A suspenseful, fun read.

BELIEVE IT!.......2003-05-23

This is a fast-paced read with a real-life
main character. Former teacher-turned-detective
Katie Hasworth must overcome inexperience,
adversity, and even a romance! And what's
not to love about the glamorous backdrop of
Key West, Florida? Unlike too many of the
haunted, super-human sleuths of today's whodunnits,
Katie is someone we can all relate to -- and cheer for.

engaging private investigative tale.......2003-05-17

Though she has partnered with former Miami cop Mac McCartel for two years, former schoolteacher Katie Hasworth has been bonded and licensed as a private detective for a few months. Her confidence is limited so she is hesitant to take on a murder investigation especially with her mentor out of town even though her landlady and friend Diane Dade asks her to look into the death of her mother Alexa Chitting. Reluctantly Katie agrees to investigate the homicide ruled a robbery gone bad by the Key West police and concurred with by Mac.

Katie begins her inquiries at the scene of the crime, Alexa's office, where the culprit killed the victim using a conch shell that ironically symbolizes birth. Katie finds an obscure bullet that the cops overlooked and believes more than just a robbery occurred as Alexa was changing her will. However, she wonders who were the losers if Alexa had signed her revised will and would one of them kill to keep his or her inheritance? Katie learns the answer as she becomes a target when she gets too close.

This engaging private investigative tale hooks readers because the heroine lacks confidence yet courageously seeks to solve the homicide against staggering professional odds. The story line reads more like an amateur sleuth cozy as the violence is left off the pages and Katie is learning on the job. Katie is a delightful individual and the support cast enables the audience to understand her, especially her fears, much better even when they fail to cooperate. Fans will enjoy Dorothy Francis' straightforward Florida (no major whackos) mystery.

Harriet Klausner

Average customer rating:
How the Turtle Got His Shell (Rigby Star)
Susan Akass
Manufacturer: Rigby Educational Publishers
ProductGroup: Book
Binding: Paperback
ASIN: 0433052023

Average customer rating:
How the Turtle Got Its Shell (Rigby Star)

Manufacturer: Rigby Educational Publishers
ProductGroup: Book
Binding: Paperback
ASIN: 0433049847

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