Well, it was certainly fun to point out all the processed carbage sporting health claims like 100% WHOLE GRAINS on the package. But now let’s turn to the flipside: more evidence that people are ignoring the arterycloggingsaturatedfat! and healthywholegrains! nonsense promoted by The Anointed at the USDA, the American Heart Association, the American Diabetes Association, etc.
First, let’s take a trip to the grocery store … not a Whole Foods, but a local Kroger. As I’ve mentioned before, Kroger introduced a line of minimally processed foods under the brand name Simple Truth. Here’s what Fortune magazine had to say about the brand’s success:
Shoppers are still shopping, but they’re often turning to brands they believe can give them less of the ingredients they don’t want—and for the first time, they can find them in their local Safeway, Wegmans, or Wal-Mart. Kroger’s Simple Truth line of natural food grew to an astonishing $1.2 billion in annual sales in just two years.
Our local Kroger also proudly displays big posters telling us where they get their produce:
I’ve mentioned the Boulder Canyon line of chips, which contains just three ingredients: potatoes, sea salt, and a natural oil:
A reader emailed some pictures of other foods he found at his local grocery store. I went and found the same foods at Kroger:
Who the heck would have bought riced or mashed cauliflower 20 years ago? Now Kroger is obviously catering to people who want convenience, but also want to reduce their starch intake.
I also found several flavors of stevia-sweetened soft drinks at Kroger:
The folks who make Zevia sodas don’t use any artificial ingredients, so those colas are clear as water. I guess the color of Coca-Cola isn’t natural.
So the food choices I’m seeing at grocery stores are evidence enough that the times, they are a-changing. But a couple of recent media articles also drive home the point. Here are some quotes from an article in the San Francisco Chronicle titled Fats find favor on U.S. tables again:
In recent years, many prominent scientists, journalists and diet gurus have been sounding the alarm that our decades-long obsession with choosing carbs over fat is only making America more unhealthy, and that the government has overplayed the role of dietary fat in heart disease and obesity, among other chronic illnesses. Like almost everything in nutrition science, the issues are far from settled, but the new ideas about fat are taking root in grocery shopping.
Petaluma dairy producer Clover Stornetta Farms saw that trend play out in sales of organic full-fat milk, yogurt and other dairy products, which saw double-digit increases in 2015 and 2016. Because organic products are typically bought by more health-conscious shoppers, the attraction to these products is probably due to the fact that they are less processed, director of marketing Kristel Corson says.
Yeah, maybe. But I think it’s also because health-conscious shoppers have gotten the message that arterycloggingsaturatedfat! and other pearls of dietary wisdom from The Anointed in government are nonsense. To underscore that point, here are some quotes from a Mintel.com article on consumer attitudes about food quality and health:
Today’s health-conscious consumers are staying away from products containing high-fructose corn syrup (50 percent), sugar (47 percent), trans fat (45 percent) and saturated fat (43 percent). What’s more, over one quarter (28 percent) believe a food is unhealthy if it has artificial ingredients, with consumers actively avoiding products with elements described as “artificial,” such as artificial sweeteners (43 percent), artificial preservatives (38 percent) and artificial flavors (35 percent).
Okay, you probably noticed the bad news within the good news: 43 percent of health-conscious consumers still believe saturated fat is bad for them. But that’s less than half. I’d bet dollars to donuts (and you can keep the donuts) that 30 years ago, closer to 90 percent of health-conscious consumers would say they avoid saturated fats.
And now for the really good news. As I’ve been saying ever since Fat Head was released, my goal isn’t to convince the USDA to change its advice. My goal is to convince people to stop listening to them. So check out this quote:
What’s more, a mere one quarter (23 percent) of consumers agree that the US Dietary Guidelines are good for them.
I’m not religious, but that quote makes me want to jump up and down and shout HALLELUJHA!!
We’re winning. Better yet, The Anointed are losing.