Can the food industry have our best interest at heart?
The food industry is a collection of businesses whose interests are not necessarily aligned with those of their consumers. Profits are steadily increasing while the purchasing power of Canadians is fast eroding. Clever marketing shapes what ends up in many shopping carts.
The Facts
- Agricultural businesses must maximize yield in any way possible
- Processed foods are engineered to be appealing, not nourishing
- Fast food is designed to be fast, not ‘healthy’
- When home-cooking decreases, pricey convenience food fills the gap
- Voting with their wallets is about consumers deciding what’s best for them
Many Canadians are not happy with the direction the food industry has taken, but it will take deliberate choices to bring about change.
The primary purpose of a business is to generate profit by creating value for customers through goods and services. The key here is the definition of ‘value’, because there can be a huge gap between perceived and real value.
When value isn't 'good' value
Manufacturers will create ultra processed foods from cheap ingredients and let clever marketing create the perception of value. Grocery stores will dedicate most space to items that sell best, filling aisle after aisle with foods that lack nutrition or are outright detrimental to healthy living. Those products are cash cows, but only as long as consumers keep reaching for them! Even when stores offer healthy options, they do their best to upsell those for maximum profit, beyond reasonable value for customers.
Restaurants and fast-food places also have to serve their bottom line first. Many prioritize cheap starches while limiting more perishable but nutrient-rich produce. Salt, fat, and sugar create the tastes that keep diners coming back.
Can interests better align between the food industry and its consumers?
The food landscape does not have to remain stacked against the consumer. For example, the demand for organic products has to an extent brought about a shift in agricultural practices. Unfortunately this currently only benefits consumers who can afford the higher price tag.
Anybody on a limited budget is forced to be very creative in order to put healthy meals on the table. The food industry knows that this requires a lot of effort. Hence marketing slogans make nutrient-poor foods appear ‘healthy’ and convenient, because that benefits the industry, just not the consumer.
Consumers need to advocate for themselves to take back control over their health and their spending back. The best way to do that is by being selective about what ends up in their grocery baskets. If low-value products are passed over and if customers don’t reach for convenience foods that are healthy but eye-wateringly overpriced, a shift may occur towards a more balanced partnership between those that provide food and those that consume it.
Consumers have quiet power and should use it
We have seen many times that consumers can exercise power through their choices. Deliberate decisions not to buy products from certain companies have been quite effective. And the current demand for more Canadian products on store shelves is also bringing about change. Why would it not be possible to steer the food industry towards aligning their interests more with what consumers consider 'value'?