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Article Excerpt
KEY POINTS
After 30 years working with consumers, it would seem that a 'back to basics' belief system is emerging, this being borne out of:
* A genuine concern for the 'excesses' of an affluent society. In a food sense, this translates to: 'We can have it all whenever we want it', no such thing as seasonal, 'Why go to the effort of cooking from scratch when you can outsource it'.
* A concern for the integrity of the foods we eat, fresh in particular. In essence, how good is the food we are eating, really? How much 'life' is in our food? How nutrient-rich is the food we buy in reality?
* A concern for the level of preservatives, artificial colourings and additives in food to extend its life and enhance its taste. Indeed, there is a sense that marketers are more concerned today with the life of the food than with the life in the food.
* A concern for the chemicals that find their way into the food chain (growth hormones, antibiotics, chemical fertilisers and pesticides). Mothers worry about the link between chemicals, additives and preservatives and seemingly modern-day 'diseases', such as attention deficit disorder/attention deficit hyperactivity disorder; consumers generally worry about the possible link to diseases such as cancer.
INTRODUCTION
The past two decades has been...
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