“Product A is healthier than Product B“
“Product C is ethically produced”
“Product D is better for the planet than Product E”
But what if it’s not? What if claims are based on one single paper out of 1,000 published papers?
What if the next human health claim “Product F contains increased concentrations of fatty acids that improve heart health and prevent cancer” is true… but the fatty acid concentrations are so low that you’d need to eat 500 lb of the food product per day to have a significant human health effect?
My all-time favorite food advertisement is posted below. It’s an amazing concept, beautifully-drawn, thought-provoking… and it says nothing. Yet if you buy any other milk, aren’t you feeding your children, grandchildren or partner with pesticides, hormones and drugs?
Marketing is awesome. Mis-marketing does nothing but confuse the consumer, the policy-maker and the retailer.