American shoppers have become skeptical of "the barn on the package."
June 16, 2015 8:47 AM Subscribe
"We understand that increasing numbers of consumers are seeking authentic, genuine food experiences, and we know that they are skeptical of the ability of large, long-established food companies to deliver them." -- Denise Morrison, CEO Campbell Soup Company. Fortune magazine, May 21, 2015: The War on Big Food.
It is an interesting article, but I found many of the quotes in it entertaining. In addition to the one above, there are a few other hilarious quotes:
"There's enormous doubt and skepticism about whether large companies can deliver naturality and authenticity." -- Gary Hirshberg, Stonyfield Farms
"I can't speak for all consumers, but I'd venture to say they're not expecting an all-natural thing when you're eating something that's basically sugar and corn syrup." -- Terry O'Day, Hershey, on the difficulties in making and selling Jolly Ranchers as healthy snacks
"At the end of the day, it’s back to the unreasonable consumer. We have to do what the consumer asks. It’s in no way a judgment." -- Will Papa, Hershey
It is an interesting article, but I found many of the quotes in it entertaining. In addition to the one above, there are a few other hilarious quotes:
"There's enormous doubt and skepticism about whether large companies can deliver naturality and authenticity." -- Gary Hirshberg, Stonyfield Farms
"I can't speak for all consumers, but I'd venture to say they're not expecting an all-natural thing when you're eating something that's basically sugar and corn syrup." -- Terry O'Day, Hershey, on the difficulties in making and selling Jolly Ranchers as healthy snacks
"At the end of the day, it’s back to the unreasonable consumer. We have to do what the consumer asks. It’s in no way a judgment." -- Will Papa, Hershey
This post was deleted for the following reason: Hey, sorry, but this is framed in a pretty editorial way and it's not good form to put your own view in the first comment. Maybe post it again tomorrow? -- LobsterMitten
Looking at the title for a minute, I was wondering why customers even cared about the authenticity of "kicking it up a notch".
posted by FJT at 8:56 AM on June 16, 2015
posted by FJT at 8:56 AM on June 16, 2015
Wouldn't sugar and corn syrup be the authenticity of Jolly Ranchers? Do people want organic ones, or something?
posted by thelonius at 8:59 AM on June 16, 2015
posted by thelonius at 8:59 AM on June 16, 2015
Wouldn't sugar and corn syrup be the authenticity of Jolly Ranchers? Do people want organic ones, or something?
They want 'em made with the freshest ranchers. So fresh that you could almost taste flannel and boots in every piece.
posted by Harvey Jerkwater at 9:06 AM on June 16, 2015 [3 favorites]
They want 'em made with the freshest ranchers. So fresh that you could almost taste flannel and boots in every piece.
posted by Harvey Jerkwater at 9:06 AM on June 16, 2015 [3 favorites]
I'm increasingly convinced that, with only very few exceptions, you are drastically better served to buy whatever goods or services you need from suppliers small enough that you can meet the owner or partners.
Giant corporations exist in an accountability-free zone.
It's almost impossible to apply this maxim to, say, financial services, or insurance, or major appliances, but in most cities it's possible to be ruthless about it w/r/t food, drink, etc. In some areas, applying the rule is really the province of privilege -- you can GET clothes made in the US, by people you can meet; they're just very expensive -- but the goal is still one worth aspiring to.
(Not coincidentally, I take the same view of employment. I have not held a job where I could not call the company owner or owners on the phone and talk to them since 1997.)
posted by uberchet at 9:07 AM on June 16, 2015
Giant corporations exist in an accountability-free zone.
It's almost impossible to apply this maxim to, say, financial services, or insurance, or major appliances, but in most cities it's possible to be ruthless about it w/r/t food, drink, etc. In some areas, applying the rule is really the province of privilege -- you can GET clothes made in the US, by people you can meet; they're just very expensive -- but the goal is still one worth aspiring to.
(Not coincidentally, I take the same view of employment. I have not held a job where I could not call the company owner or owners on the phone and talk to them since 1997.)
posted by uberchet at 9:07 AM on June 16, 2015
A really good starting point for those big companies would be to be upfront with their packaging and stop the misdirection. Nutella, for example, is not healthy despite having hazelnuts in it. Cheerios are no more whole wheat than they ever were. Because something is touted as fat-free doesn't make it a healthy choice.
I'm at the point now where I feel gross after eating heavily processed food. Salt makes me feel like crap the day after I eat it. So, sorry big companies, I don't want to buy your products because I don't want to feel like crap all the time.
Maybe come up with some genuinely healthy foods that won't make people feel awful, or lead to detrimental long-term health outcomes, and maybe I might consider buying your products.
Until then, f*$k off.
posted by LN at 9:09 AM on June 16, 2015
I'm at the point now where I feel gross after eating heavily processed food. Salt makes me feel like crap the day after I eat it. So, sorry big companies, I don't want to buy your products because I don't want to feel like crap all the time.
Maybe come up with some genuinely healthy foods that won't make people feel awful, or lead to detrimental long-term health outcomes, and maybe I might consider buying your products.
Until then, f*$k off.
posted by LN at 9:09 AM on June 16, 2015
>consumers are seeking authentic, genuine food experiences
>There’s enormous doubt and skepticism about whether large companies can deliver naturality
"Naturality"? Why, we provide NATURALICIOUSNESStm!
Food experiences. Naturality in authentic food experiences. What?! It would never occur to these people to refer to what they sell simply as 'food'. They can't even compose sentences that don't have unnecessary additives.
posted by Sing Or Swim at 9:10 AM on June 16, 2015 [3 favorites]
>There’s enormous doubt and skepticism about whether large companies can deliver naturality
"Naturality"? Why, we provide NATURALICIOUSNESStm!
Food experiences. Naturality in authentic food experiences. What?! It would never occur to these people to refer to what they sell simply as 'food'. They can't even compose sentences that don't have unnecessary additives.
posted by Sing Or Swim at 9:10 AM on June 16, 2015 [3 favorites]
They want 'em made with the freshest ranchers.
Actually the Rancher part is okay, but lately I just don't think they taste Jolly enough. I think someone may have tipped off the ranchers to what's in store for them. They need to find a way to keep the Ranchers in the dark until the last, corn-syrupy moment.
posted by The Bellman at 9:11 AM on June 16, 2015 [1 favorite]
Actually the Rancher part is okay, but lately I just don't think they taste Jolly enough. I think someone may have tipped off the ranchers to what's in store for them. They need to find a way to keep the Ranchers in the dark until the last, corn-syrupy moment.
posted by The Bellman at 9:11 AM on June 16, 2015 [1 favorite]
> Something had to change. One of the fastest ways to do it was to acquire a change agent.
Ah yes, a changent! *nods head, furrows brow, takes notes*
God, I love BizSpeak. Anyway, I suspect at least part of this decline in sales is due to Food Gal-style woo, but on the other hand perhaps people are finally getting tired of eating shitty food that makes them feel like shit (and in many cases isn't even that cheap).
posted by The Card Cheat at 9:13 AM on June 16, 2015
Ah yes, a changent! *nods head, furrows brow, takes notes*
God, I love BizSpeak. Anyway, I suspect at least part of this decline in sales is due to Food Gal-style woo, but on the other hand perhaps people are finally getting tired of eating shitty food that makes them feel like shit (and in many cases isn't even that cheap).
posted by The Card Cheat at 9:13 AM on June 16, 2015
Nutella, for example, is not healthy despite having hazelnuts in it.
Is Nutella being marketed as somehow healthy?
posted by griphus at 9:13 AM on June 16, 2015
Is Nutella being marketed as somehow healthy?
posted by griphus at 9:13 AM on June 16, 2015
Let me answer my own question with holy shit what is even going on
posted by griphus at 9:15 AM on June 16, 2015 [1 favorite]
posted by griphus at 9:15 AM on June 16, 2015 [1 favorite]
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