Pixel sorter stocks2/2/2023 The loudest win the attention of consumers, while those cautious in defense of credibility get lost in the noise. Consumers reward a tendency toward binary simplicity, making it near impossible to prove claims and attributes. The complexity of food and consumers’ bandwidth for information prompts most brands to fudge the facts with ambiguity and toothless terminology. I have also struggled to explain the lengths we go to source regenerative ingredients and how they align with shared values in a concise way. As a chef, I have always led with flavor and reliability-meeting diners where they are at, then nudging them a bit further. As a result, people are getting sicker, the planet warmer and the diversity of ingredients narrower. Consumers are confused by competing claims. Opinions expressed are solely those of the author and do not reflect the views of Rolling Stone editors or publishers.
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