Foodies & Wood Milk

When it comes to food, things get personal. Much of this stems from rich cultural heritage, family traditions, and timeless stories associated with preparing and consuming food. According to the well-cited theoretical framework, Maslow's Hierarchy of Needs, our most fundamental needs must be met, including access to food, clothing, water, air, and sleep. Without this foundation, we cannot access high growth needs, including safety & security, love and belonging, self-esteem, and self-actualization, the highest level in Maslow's hierarchy. But today, having a refined interest in food is on-trend.

If you are on social media, you may have seen the new Got Milk Ad called Wood Milk. In this campaign, actress and Parks and Recreation star Aubrey Plaza sells a 'fake' product called Wood Milk, poking fun at the rise in popularity of plant-based milks and spoofing alternative food product promotion methodology and foodie culture.

Many aspects of food are overwhelmingly positive, but this commercial reminds us that food can strike a chord. In a 2022 book written by attorney, law professor, and policy professional Ray Starling called Farmers Versus Foodies, the author addresses outside forces that influence food and the future of farming. According to Starling, research shows that the public perspective of farmers is positive, yet outsiders (nonfarmers, especially nongenerational farmers) still view the food system as broken and corrupt, requiring it to be dismantled and reenvisioned.

Historically, much of the pushback on farmers and related natural resources industries arose from the environmental movement, which criticized modern technologies developed to increase yield and efficiency and alleviate hunger.

Food Influence

Although critique and criticism of food and our food system often stem from decades of environmental activism, today, according to the Center for Food Integrity, we have several different consumer types with varying levels of influence who set opinions and trends regarding food. According to a 2016 study by the Center for Food Integrity, many consumers' most trusted resources for nutrition are family doctors, family, dietitians, and nutrition advocacy groups. The least trusted resources are farmers, food companies, and state regulatory agencies. Oddly, the identified trusted groups utilize education materials without a strong scientific basis, such as the Environmental Working Group's list of the Dirty Dozen, which has been continuously refuted due to inaccuracies.

Starling, author of Farmers Versus Foodies, also notes how farmers hypothesize that if the public were educated on how agriculture works, they would be more open to a science-based perspective. While it may be true, this is not always a practical approach depending on the audience and context.

On-Trend

There is a psychology underlying popular culture and being a part of the 'in-group', especially in our modern era of social media and instant accessibility. With disarming and cheeky campaigns like Wood Milk, there may be other ways to influence mindsets that have inaccurately been shaped by misinformation and emotion-based arguments. As OFS executive director Katie Murray said, "No one wants to be the target of a trending internet meme; especially young people today really want to be on-trend. Humor and parody may be one way to access this type of consumer and gently shift attitudes toward more practical, science-based approaches to food and agriculture.”