Blog
This Valentine’s Day, some have a love-hate relationship with food
I think most consumers have a love-hate relationship with food. Here’s my theory:
According to the 2002 Census of Agriculture, there were more than three million farm operators in the United States (operating about 2.13 million farms). Sounds like a lot. But when you consider that the total U.S. population was nearly 300 million in 2002, we’re talking about less than two percent of us who actually grow/produce the food we eat.
With that, we can assume that the interaction of the remaining 98 percent of the population has with food and food production includes one or more of the following:
- Growing a garden (if they’re fortunate to have the land or a space for a container garden and can dedicate time to its upkeep)
- Visiting a farm (if they know a farmer)
- Making purchases at a farmers’ market (if they have access, resources and can fit it into their schedule)
- Selecting foods from the produce department, deli, meat counter or shelves at their grocery store, convenience store or butcher shop (the majority of people fit in this category)
What do consumers get with the above scenarios? This...
... and this ...
... and this ...
... and this ...
Looks like a whole lot of fresh, beautiful food, friendly interactions with farmers who care, and an abundance of options to fill their refrigerators and pantries.
Add to that, the fact that the cooking craze has really caught on over the past few years. The Food Network offering everything to do with food, reality cooking shows like Top Chef, celebrity-inspired cookware and food-focused talk shows like The Chew contribute to our obsession with fantastically fresh food, creative cooking and delicious dishes.
That’s a LOT to love!
So, what is it about the food system that some “hate?”
Obesity: These maps show how obesity has increased throughout the U.S. from 1985 to 2010, with some states reporting rates higher than 30% and the lowest rates coming in between 20 and 24%.
“Toxins” in food: Many sources are focused on calling out their perceptions regarding what’s wrong with today’s food system – things like pesticide use, additives, hormones and inferior ingredients – like high fructose corn syrup or even flavoring in milk. Even food companies assert claims of antibiotic-free, organic and natural.
Big ag”: In a world where, by and large, “Bigger = better,” there really is a double standard when it comes to food production. My hunch is that this is largely because when people see large-scale agriculture in popular press, it’s not to tell the story of how well animals are treated, or how consolidation of resources can actually benefit animals and consumers alike.
Confused? So are they. Try to put yourself in a the shoes of someone unfamiliar with how food is raised.
- The majority of your interaction with bringing food into your home consists of selecting it from a produce bin, a meatcase or the grocer’s shelves.
- There are new labels, seals, verifictions, scores and meters coming out all the time to help you understand the best food choices available… but they’re all different, so you don’t know which one to trust.
- Your friends tell you to avoid specific types of produce, to always purchase other forms of meats. When asked their reason, they may claim their favorite talk-show host told them so.
- Advocacy organizations flash undercover video of animal abuse and claim it’s the industry norm.
- You’re extremely busy. Spending time deciphering food labels, researching who’s telling the truth when it comes to food animal care, and deciding whether the latest research claiming an industry practice presents a danger to your family before checking off your grocery list (along with balancing a career, family and sanity) is JUST NOT POSSIBLE.
SO… consumers do what any of us would do when they don’t have all the facts and they don’t have time to research them. They err on the side of caution, ensuring that risk is limited as much as possible. They buy the best they can afford, they avoid products that have even an unfounded potential to cause harm and they may spend too much money in the process. But this is their family’s health. Ultimately, they are responsible for keeping them safe and healthy. So if believing what they’ve heard is the worst that happens, so be it. They’d rather be safe than hope their choice hasn’t adversely affected their kids.
So what’s the middle ground? What do those of us in the food industry need to do to connect and build trust with consumers?
- Listen. Epictetus’ saying “We have two ears and one mouth so that we can listen twice as much as we speak,” doesn’t only hold true when rationalizing with our kids. We need to remember that consumer concerns are valid and need to be considered when we think about improvements in today’s food system.
- Be honest. Consumers can handle the truth. If we’re not up-front about what’s going on, how do we expect to build trust over time?
- Provide access. Whenever there’s an opportunity to be give a glimpse into today’s food production, offer it up.
- Reach out. Don’t assume that consumers will be bold enough to ask for access. Go to them – online, in person, through your product marketing – wherever they are, in a way that’s easy for them to engage.
- Understand that perception is reality. Although consumers may not know the ins and outs of food production, we need to focus on what they think is true and decrease the balance.
Posted by Roxi