That is just horrible, scary and a bit disturbing ! Are we such idiots as consumers that we need artificial treatments to make our foods acceptable to us ?
I always find it funny in the US that the supermarkets polish the fruits and even vegetables !?! We end up with plastic tasting vegetables.
To me if it's covered in earth and is a bit "knobbly", it's probably a good sign !
I think the main problem is how removed we have become with the source of our foods. Most people don't want to think of their meat running around , breathing, clucking or mooing. It makes people uncomfortable to know how their dinners came to be on the plate. Sad. We need to teach kids ( and adults) about food production .