Food as a Change Agent

Food can offer a lens on history that may otherwise be missed. Take teosinte and how it’s evolved (or been bred) into modern-day corn. One of the first genetic mutations in its journey was one that made it perfect for cultivation. But, it made it reliant on human assistance and therefore was less successful in the wild. This signaled a great change from gatherer/hunter to farmer.

Making Impact

Brands and chefs alike are looking for ways to leverage food as a way to give back. Good Spread, for example, donates therapeutic food to undernourished children every time their product is purchased. Chefs, such as José Andrés, give back via non-profits like World Central Kitchen.

Fueling Movements

Right now, brands, retailers and consumers are working together to make changes in areas they are concerned about the most. In the mid-20th century, we saw an increasing concern around treatment of workers, which gave way to the Fair Trade movement. Today, we’re seeing an increased interest in products that help consumers have a smaller global footprint.

• 1960s to Present Day—Fight for Fair Wages
  • The Fair Trade movement marks a growing concern among consumers around how their food is produced. Consumers want to know that the products they are buying are having a positive impact on the global community. Certifications now include Fair Trade Certified and Fairtrade International. (WFTO)
• 2000s to Present Day—Desire for Food Safety and Trust
  • Two of the most well-known food movements in the U.S. mark higher interest in food safety and trust: the Non-GMO Project, and the Organic movement. Organic became such an important selling point that it became a USDA regulated term in 2002. (SARE) Non-GMO Project is still working to provide more trust and information about the food we eat. (Non-GMO Project)
• Present Day—Passionate About Climate Change
  • While climate change has been an important issue for years, it is becoming a more heated topic, taking center stage in political debates and more. Consumers are seeking brands that represent their environmental-friendly values, which has given way to a consumer-led movement towards lower-impact goods.

What This Means For Brands

More than ever, we see consumers (especially Millennials) looking for brands with a mission who want to know the story behind their food. Plan to include this messaging into your marketing strategy.