The year 2014 not only beckoned all things local, organic and sustainable, it begged for transparency in our food supply. From growing concerns about GMOs and factory farming to the films “Fed Up” and “Food Chains,” people may finally be waking up to the fact that our food system is as much political machinery as tractors and plows.
Here are six food trends that prove consumers want more healthy, sustainable and humane options.
1. Organically growing
Once thought of as a niche movement for flower children and pretentious yupsters, organics is now as marketable as Taylor Swift. With 81% of U.S. families choosing organic food at least sometimes — and restaurants, food companies and grocery stores acquiescing to customer demand — it comprises about 4% of food sales in the U.S. (about $38 billion). Sales of organic products at Costco have doubled in the last two years (to about $3 billion a year), and Walmart is promising to sell organics at the same price as conventional food through an arrangement with Wild Oats. Where will all this organic food come from? Will the industrial-scale Walmartization of organics weaken organic standards and squeeze out the family farmers who helped commercialize the movement? There are already storm clouds on that horizon.
2. Non-GMO labeling
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As consumers are getting hip to Big Food’s genetically engineered ways, the majority of Americans want GMO labeling. But as the big chemical and food companies continue to dump millions into defeating state labeling initiatives, smaller food companies and restaurants are taking matters into their own hands by touting non-GMO ingredients. In fact, Non-GMO Project verification may be the future for GMO labeling. In November, not only was Colorado’s Prop 105 defeated, Oregon’s Measure 92 was so close there was a recount — even though supporters were outspent by opponents, nearly $21 million to $8 million. Vermont is the only state that has successfully passed a labeling law, but it could be held up for years by appeals. Not to mention anti-labelist, corporate-backed politicians have introduced H.R. 4432, a bill that would prevent states’ rights to have mandatory food labeling and would also prevent the FDA from creating a national GMO labeling standard. But you can’t put the pesticide genie back in the Roundup bottle. The more these companies try to hide what’s in our food, the more we want to know.
3. Locally sourced
People not only want to know what’s in their food, they want to know the chicken’s middle name and the arugula’s forwarding address. This new farm-curious mentality stems from the rise of farmers markets all over the country that is fostering familial, Main Street communities. USDA data shows the continued growth of farmers markets for every region in the country. Five of the states with the most growth were in the South — Tennessee, Louisiana, Texas, Arkansas and North Carolina. Since this region has some of the highest obesity and poverty rates in the U.S., success here is great news. Community-supported agriculture (CSA) farms are also on the rise, including community seafood that sells sustainable seafood directly from local fishermen to consumers. Expect more artisanal companies to crop up, as well as restaurants touting their chickens’ favorite bedtime lullabies.
4. Vegan and gluten-free menu items
Restaurants jumped on the “V” and “GF” bandwagons, kowtowing to the cow-less and wheat-less among us — not simply to indulge the trendier-than-thou set. People with real food sensitivities want dishes that are safer than thou. Restaurants are getting serious about allergen training, and many have separate menus for top allergens in order to mitigate potential emergency room visits and even fatalities. By law, Massachusetts and Rhode Island require restaurants to provide allergen training to their employees, and similar laws will probably appear in other states or even at the federal level. That way, diners will be less litigious than thou.
5. Dairy-free milks
Many conscious Americans are swapping cow’s milk for plant-based alternatives, and almond milk beats out soy, rice and coconut by a wide margin. However, 80% of the world’s almonds are produced in drought-afflicted California, and 10% of California’s water goes to almond farming (it takes 1.1 gallons of water to grow a single almond), so where does that leave almonds on the sustainability meter? Hazelnuts from Oregon could be poised to respond to the nut milk demand. Oregon grows 99% of the country’s hazelnuts, which use less water, are drought-resistant and can thrive with minimal maintenance. Some high-end café owners actually prefer the taste and are already asking, “is hazelnut milk the new almond milk?”
6. Pasture-raised meats and grass-fed beef
As consumers are getting savvier about factory-farmed animals that eat GMO grains, we’re seeing more pasture- and grass-fed meats at farmers markets from small producers. Grass-fed and grass-finished beef are seeing a greater share of the consumer beef market, and larger producers are selling through chain grocery stores and restaurants. Steve Ells, CEO of Chipotle, says, “Over time, we hope that our demand for grass-fed beef will help pave the way for more American ranchers to adopt a grass-fed program, and in doing so turn grass-fed beef from a niche to a mainstream product. … Most of the U.S. grass-fed beef that meets our standards is simply not produced in sufficient quantities to meet our demand. That’s why we want to encourage more American ranchers to make the transition to raising cattle entirely on grass.“
Main photo: Line up for the Taylor Swift of produce. Credit: Adair Seldon