This new variation on corporate green-washing—local washing—is, like the “buy local” movement itself, most advanced in the context of food. Hellmann’s, the mayonnaise brand owned by the processed-food giant Unilever, is test-driving a new “Eat Real, Eat Local,” initiative in Canada. The ad campaign seems aimed partly at enhancing the brand by simply associating Hellmann’s with local food. But it also makes the a claim that Hellmann’s is local, because most of its ingredients come from North America.
INGREDIENTS: SOYBEAN OIL, WATER, WHOLE EGGS AND EGG YOLKS, VINEGAR, SALT, SUGAR, LEMON JUICE, NATURAL FLAVORS, CALCIUM DISODIUM EDTA (USED TO PROTECT QUALITY)
Can a big brand be a leader of the real food movement? We think so. We started with Urban Gardens two years ago, promoting the enjoyment of more real, fresh foods in Canada's cities. We gave out gardening gloves, seeds, loads of tips and recipes, along with free garden plots. Last year Hellmann's worked with Evergreen and local community groups to create a network of community food gardens across Canada. We encouraged all Canadians to choose more real foods whether from the garden or the grocery shelf.
"Every single calorie we eat is backed by at least a calorie of oil, more like ten. In 1940 the average farm in the United States produced 2.3 calories of food energy for every calorie of fossil energy it used. By 1974 (the last year in which anyone looked closely at this issue), that ratio was 1:1."
Other Grain 13.00%
Trees (+xmas) 2.00%
(this is a summary I made, and neglects 14% of other miscellania)
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