Happy National Nutrition Month! I use this bully pulpit often to decry the persistent plague of rampant – and often nefarious – nutrition miscommunication.

Consumers believe plant based foods are more sustainable than those made from meat, and the industry is responding accordingly.

This month, I’d encourage industry professionals to pause, reflect and resolve to enhance your brand’s relationship—it’s emotional appeal—to those same consumers. Why? More shoppers are making pointed, conscious decisions to buy—or not buy—based on a growing list of factors.

It can’t be stated more directly nor with any greater emphasis: The food and beverage makers of the future — already working hard at this, by the way — are going to have to double down on the delivery of responsibly made (and marketed) products for the global consumer, whether planning for the 2020s or all the way to 2100.

In early October, Prepared Foods held its 37th annual New Products Conference, where themes of sustainability underpinned many of the speaker presentations. New Products Conference sessions surrounding upcycled foods, food waste and plant based foods each contained overt and tangential messages about corporate responsibility and sustainable food production. 

I’ve witnessed some impressive paradigm shifts in how consumers — and product developers — understand and use food and ingredients. The needless demonization of salt, fat, meat, and sugar has moved away from the focus of concern, with most Americans recognizing the idea of moderation and moving away from the guilt that preoccupied everyfood decision.

Product packaging that remains after use is a burden. It’s a burden to consumers, to communities and to the environment. My sense is that products positioned with sustainable packaging messages are going to dominate categories and eventually set a baseline for market entry.

I’m equally excited to tell you even more about another Prepared Foods “state of the industry” (SOI) offering—this time one designed to be the ultimate interactive, in-person event. I’ll note, however that this SOI stands for much more than “state of the industry.” In fact, it’s better billed as the “state of innovation” in food and beverage.  

By the time you read this, I and my friend and partner in nutrition communications crime, Jim Painter, PhD, will have given our presentation on communicating the science of nutrition at the 2019 Institute of Food Technologists annual meeting and expo.