We moved to the US in the early 2000s and I got involved in the food movement seeing the horrendous levels of obesity and level of junk food usage. The food movement was growing and I joined a farmers group working on setting up farmers markets in Kentucky and we became regular consumers at the farmer’s market and a famous organic store called Whole Foods. At that time it seemed like a long long battle to re-kindle the Americans passion for food and create interest in eating naturally. Almost seminal books like Fast food Nation, Omnivore’s dilemma, The Food Revolution were among the long list of books and documentaries like Food Inc, Supersize Me, World According to Monsanto etc began creating awareness among people.
That small opening 10 years back has now culminated in a good number of people rejecting overly processed, chemicalized foods. Read the news items in Business Standard below.
Consumers are walking away from America’s most iconic food brands. Per capita soda sales are down 25 percent since 1998, mostly replaced by water. Orange juice, a drink once seen as an important part of a healthy breakfast, has seen per capita consumption drop 45 percent in the same period. It is now more correctly considered a serious carrier of free sugar, stripped of its natural fibers. Sales of packaged cereals, also heavily sugar-laden, are down over 25 percent since 2000, with yogurt and granola taking their place. Frozen dinner sales are down nearly 12 percent from 2007 to 2013. Sales per outlet at McDonald’s have been on a downward spiral for nearly three years, with no end in sight.
The food movement over the past couple of decades has substantially altered consumer behavior and reshaped the competitive landscape. Eating habits are changing across the country and food companies are struggling to keep up.
When we moved to the Netherlands we saw the face of healthy eating, after moving back to India I began working on healthy foods and farms it is with the dream that we will correct course and not make the mistake Americans made. That seems a distant dream today, however, this gives me hope!
Thanks, Devi, Bio Basics!
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