What to Eat Now

1. Food Politics Drives Our Choices, Not Health

The most profitable supermarket foods are not necessarily best for your health; the conflict between health and business goals is the root of confusion about food choices.

Profit over health. The fundamental driver of the food system is profit, not public health or social welfare. Food companies, backed by shareholders, are compelled to seek ever-increasing returns, leading them to produce and market highly profitable "junk" or "ultra-processed" foods. This creates an "eat more" environment that prioritizes frequent, ubiquitous, and large-amount consumption, often disregarding health consequences.

Industry influence. This profit motive translates into significant political power. Food companies engage in extensive lobbying and campaign contributions to shape policies in their favor. This influence often results in:

• Weakening of nutritional guidelines
• Blocking stricter labeling requirements
• Subsidizing cheap, commodity ingredients for processed foods
• Opposing regulations that might reduce sales or profits

Externalized costs. The true costs of this system—such as environmental damage, public health crises like obesity and chronic diseases, and low wages for food workers—are often "externalized." This means taxpayers, rather than corporations, bear these burdens. For example, you pay for clean water through taxes, while industries pollute waterways, shifting the financial burden of purification to consumers.

2. Ultra-Processed Foods Dominate, Designed for Overconsumption

Ultra-processed refers to a specific category of processed foods—those that are industrially produced, intended to replace basic foods, and designed to be irresistibly delicious, or addictive if you prefer.

Defining UPFs. The NOVA classification system categorizes foods by their level of processing, with "ultra-processed" (NOVA 4) being the most concerning. These foods are industrially manufactured, contain additives not typically found in home kitchens, and are engineered for hyper-palatability, convenience, and low cost. Examples include:

• Soft drinks and sugary snacks
• Many breakfast cereals
• Frozen prepared meals with long ingredient lists

Health impacts. Hundreds of studies link high consumption of ultra-processed foods to increased risks of chronic non-communicable diseases (NCDs), infectious diseases, and overall mortality. A key finding from a National Institutes of Health study showed that individuals on an ultra-processed diet consumed an average of 500 more calories daily and gained weight, even when diets were matched for nutrients and palatability. This suggests UPFs encourage overeating without conscious awareness.

Business imperatives. Ultra-processed foods are among the most profitable items in grocery stores due to their cheap, shelf-stable ingredients and extensive marketing. Advice to reduce their consumption directly threatens business interests, leading to industry resistance against policies promoting less processed diets. This conflict highlights how business goals often supersede public health.

3. Dietary Advice Is Simple, But Industry Makes It Confusing

The basic principles of healthy and sustainable diets are so simple that the journalist Michael Pollan can summarize them in seven words: “Eat food. Not too much. Mostly plants.”

Simple truths. Despite the overwhelming amount of contradictory nutrition information, the core principles of healthy and sustainable eating remain straightforward. These precepts are widely supported by leading health organizations and promote both human and planetary well-being. Adhering to them can significantly reduce the risk factors for major chronic diseases.

Industry obfuscation. The food industry actively complicates dietary advice through "nutritionism," focusing on single nutrients rather than whole foods or dietary patterns. This allows companies to market products with dubious health claims, such as "sugar-free" or "high protein," even if the overall product is ultra-processed. Government dietary guidelines often reflect this industry influence, using euphemisms like "limit added sugars" instead of directly advising against specific products.

Personal vs. systemic. The emphasis on individual responsibility for healthy eating often overlooks the systemic barriers created by the food environment. While personal choices matter, navigating a landscape saturated with unhealthy, heavily marketed options is incredibly challenging. True change requires transforming the food environment to make healthy choices easier and more affordable for everyone.

4. Supermarkets Are Engineered to Maximize Sales, Not Wellness

At supermarkets, you exercise freedom of choice and personal responsibility with every item you put in your shopping cart, but massive efforts have gone into inducing you to want some products more than others.

Strategic design. Supermarket layouts are meticulously designed based on consumer behavior research to maximize sales and profit. This involves:

• Placing high-profit sections (like produce) at the periphery to draw customers through the store.
• Using end-of-aisle displays and checkout counters for impulse buys (snacks, drinks).
• Positioning profitable items at eye level.
• Employing "slotting fees" where food companies pay for prime shelf space, often for ultra-processed products.

Data-driven marketing. Stores collect vast amounts of data on your purchasing habits through loyalty programs and online orders. This data is used to target personalized ads and promotions, further influencing your choices. Checkout-free technologies even track what you look at, not just what you buy, providing even deeper insights into consumer behavior.

The illusion of choice. While supermarkets offer tens of thousands of distinct items, the choices are often subtly manipulated. The goal is to expose you to as many products as possible, encouraging impulse purchases. This system, driven by business imperatives, often puts consumer health and values at odds with the store's profit interests, making informed decisions difficult.

5. Beverages: The Illusion of Healthy Hydration

The profit margins on bottled drinks are breathtaking: an average of 44 percent, but as much as 55 percent for bottled waters.

Water's high profits. The beverage aisle, once dominated by sugary sodas, is now largely filled with bottled waters—plain, sparkling, and "functional." These products boast astonishing profit margins because their main ingredient (water) is nearly free, and packaging is cheap. Marketing strategies convince consumers they need to drink water constantly and that bottled water is superior to tap water.

Functional drinks. "Functional" waters, infused with ingredients like electrolytes, vitamins, antioxidants, or botanicals, blur the lines between water, soft drinks, and supplements. While they hydrate, evidence for their additional health benefits is often minimal, and they frequently contain artificial sweeteners or small amounts of sugar. Examples include:

• Alkaline waters claiming to balance pH
• Vitamin-infused waters for "energy" or "focus"
• Kombucha for "gut health"

Regulatory chaos. The regulation of beverages is complex and inconsistent. Sugary soft drinks are linked to obesity and chronic diseases, yet their sales remain high, often targeting vulnerable populations. Alcohol-infused seltzers are marketed as "healthy" alternatives to beer, despite alcohol's known health risks. Cannabis edibles and drinks, though federally illegal, are widely available in permissive states, creating a chaotic regulatory landscape with uncertain health and safety implications.

6. Produce: Balancing Freshness, Organics, and Safety

If you want fewer pesticides in soil and water, and fewer in your body and the bodies of your children, buy organics.

The myth of "fresh." Supermarket "fresh" produce often undergoes a long journey (thousands of "food miles") and various treatments (ripening gases, waxes, modified atmosphere packaging) before reaching shelves. This compromises true freshness, taste, and potentially nutritional value. Locally grown produce, while often fresher and tastier, is not always available or affordable.

Organic benefits. Organic certification, though subject to corporate influence and loopholes, offers a codified method of production that generally avoids synthetic pesticides, herbicides, and GMOs. While not necessarily more nutritious, organic produce demonstrably contains fewer pesticide residues, which is a significant health benefit, especially for children. However, organic foods typically come at a premium price, making them a political choice for consumers.

Safety concerns. Fresh produce, especially leafy greens and sprouts, is a leading cause of foodborne illness due to contamination from animal waste. Despite FDA regulations like the Food Safety Modernization Act (FSMA), outbreaks persist, highlighting inadequate funding, fragmented oversight, and industry resistance to rigorous testing. Consumers are advised to wash produce thoroughly and adhere to safe handling practices, but systemic improvements are crucial.

7. Meat & Dairy: Industry Power vs. Health & Ethics

Meat will never be completely free of bacteria, but you have every right to demand that producers and processors do a better job of keeping meat and poultry free of harmful ones.

Consolidated power. The meat and dairy industries are highly consolidated, with a few large firms controlling most production. This allows them to set prices, influence policy, and externalize costs related to environmental damage, worker exploitation, and animal welfare. Both industries rely on government-sponsored "checkoff" programs to fund generic marketing campaigns that promote increased consumption, often with misleading health claims.

Health and safety dilemmas. Meat consumption is linked to increased risks of chronic diseases, particularly processed meats which are classified as carcinogenic. The widespread use of antibiotics in animal agriculture contributes to antibiotic resistance, a global health crisis. Dairy products, while promoted for bone health, face debates over saturated fat, lactose intolerance, and the use of hormones like rBST. Foodborne pathogens like Salmonella and E. coli are persistent threats in meat and poultry, necessitating strict safe handling practices by consumers.

Ethical and environmental costs. Industrial meat and dairy production raises significant ethical and environmental concerns:

• Animal welfare: Crowded conditions in Concentrated Animal Feeding Operations (CAFOs).
• Worker rights: Low wages and hazardous conditions for meatpacking workers.
• Environmental impact: Beef production is a major contributor to greenhouse gas emissions and water pollution from manure runoff.
• Resource depletion: Enormous quantities of corn and soybeans are used for animal feed.
  "Natural" labels on meat often lack the rigorous standards of organic certification, relying on voluntary claims that are difficult to verify.

8. Eggs: Navigating Health Claims and Safety Risks

The egg industry would like you to take responsibility for dealing with SE, rather than doing all it can to prevent Salmonella from getting into eggs in the first place.

Cholesterol conundrum. Eggs are a leading source of dietary cholesterol, primarily in the yolk. While saturated and trans fats have a greater impact on blood cholesterol, the egg industry has historically funded research to downplay eggs' role in cardiovascular risk. Dietary guidelines offer conflicting advice, often suggesting moderation while simultaneously promoting eggs as a protein source.

Salmonella threat. Eggs pose a significant food safety risk due to Salmonella Enteritidis (SE), a bacterium that can be transmitted transovarianly from infected hens directly into the egg yolk. Despite a decline in SE infections due to past safety efforts, outbreaks still occur, often linked to industrial egg production. The FDA requires "Safe Handling Instructions" on cartons, shifting much of the responsibility for preventing illness to consumers through proper cooking and refrigeration.

Marketing "value-added" eggs. Egg producers use various claims to justify higher prices and attract health-conscious consumers:

• Omega-3 enriched: Achieved by feeding hens flaxseed or algae, but often at a premium.
• Lutein-enriched: Marketed for eye health, but spinach offers far more lutein.
• "Vegetarian eggs": Simply means hens are fed vegetarian feed, which is common.
• "Cage-free" or "pasture-raised": Address animal welfare concerns, but actual conditions can vary widely and may not reflect idyllic farm images.

9. Center Aisle Staples: Hidden Sugars, Salt, and Additives

The more salt you eat, the more it takes to get the taste right.

Processed food territory. The supermarket's center aisles are dominated by processed and ultra-processed foods, laden with sugars, salt, and additives. These products are designed for convenience, extended shelf life, and irresistible taste, often at the expense of nutritional value. They represent a significant portion of daily calorie intake for many Americans.

The sugar dilemma. "Sugar" encompasses various caloric sweeteners like sucrose (cane/beet sugar) and high-fructose corn syrup (HFCS). Both are rapidly absorbed and contribute "empty" calories. The sugar industry actively lobbies against clear dietary advice to reduce sugar intake, preferring euphemisms and focusing on "moderation." Sugary products, from cereals to soft drinks, are heavily marketed and contribute significantly to calorie overconsumption.

The salt trap. Salt is a cheap, effective additive that enhances flavor, extends shelf life, and increases product weight. Most dietary sodium (over 70%) comes from processed and restaurant foods, making it difficult for individuals to control intake. High salt consumption contributes to hypertension and cardiovascular disease. The food industry resists mandatory salt reduction, arguing it affects taste and sales, despite evidence that gradual, industry-wide reductions can improve public health.

Additives and "nutritionism." Processed foods often contain numerous additives for color, flavor, and texture. While many are deemed safe, their long-term health effects are not always fully understood. The industry uses "nutritionism"—highlighting single added nutrients (e.g., enriched flour, vitamin-fortified cereals)—to create a "health halo" around otherwise ultra-processed products, distracting from their overall poor nutritional quality.

10. Techno Foods: Hype, Hope, and Unanswered Questions

The fundamental question about techno foods is what they can do to alleviate hunger, chronic disease, and environmental damage.

Disrupting the food system. Techno foods, including plant-based meats, cell-cultured alternatives, 3D-printed foods, and indoor-farmed produce, are attracting massive venture capital with promises to revolutionize agriculture and address global challenges like climate change and food insecurity. These innovations aim to create sustainable, ethical, and efficient food production systems.

Plant-based meats. Products like Impossible Burger and Beyond Meat mimic the taste and texture of animal meat using industrially processed plant proteins, oils, and additives. While marketed as environmentally superior to traditional meat, their ultra-processed nature raises nutritional concerns. Research on their health benefits is often industry-funded and inconclusive, highlighting the need for independent studies.

Cell-cultured meat. Lab-grown meat, derived from animal cells, is still in early stages of development and faces significant technical, economic, and regulatory hurdles. Proponents envision massive reductions in land use, emissions, and animal welfare issues. However, skeptics question the scalability, cost-effectiveness, and true environmental impact, particularly regarding the energy-intensive growth mediums. Consumer acceptance also remains uncertain, with some finding the concept unappealing.

Indoor farming and precision agriculture. Vertical farms and specialized greenhouses use AI and controlled environments to grow crops year-round, promising reduced water use, shorter supply chains, and freedom from pests. While innovative, the high energy costs (especially for lighting) make profitability challenging. Precision agriculture, using digital sensors and robotics, boosts efficiency for large-scale farms but is too expensive for most small producers, exacerbating agricultural inequities.

11. Kids' and Pets' Food: A Battleground for Marketing Ethics

Marketing foods to children, healthy and not, crosses an ethical boundary, and companies know it.

Targeting the vulnerable. Children and pets are highly susceptible to food marketing, making them prime targets for companies seeking to build brand loyalty and drive sales. This often involves promoting ultra-processed, sugary, and salty products through:

• Cartoon characters and games: On packaging and in digital media.
• "Pester factor": Encouraging children to nag parents for specific products.
• "Kid food" concept: Convincing children they need special, often unhealthy, foods.

Ethical concerns. Direct marketing to children is ethically questionable, as young children often cannot distinguish advertising from educational content. This undermines parental authority and can lead to unhealthy eating habits and increased weight gain. Despite calls for restrictions, food companies largely self-regulate, often finding loopholes to continue marketing unhealthy products to children.

Pet food humanization. Pet owners increasingly treat their animals as family, leading to the "humanization" of pet food. Companies market products with claims like "human-grade," "organic," "grain-free," or "keto-friendly," mirroring human dietary trends. While some claims address valid concerns (e.g., avoiding by-products), many are marketing ploys. Pet foods are highly regulated for nutritional adequacy, but the sheer variety and marketing tactics can be bewildering for owners.

12. Informed Action: Your Power to Shape the Food System

Food choices are about your future and that of your children. They are about democracy in action. I am thoroughly convinced one person can make a difference.

The "eat more" environment. The modern food environment is fundamentally designed to encourage overconsumption, driven by corporate demands for continuous growth. This system prioritizes profit over public health, environmental sustainability, and ethical labor practices. The pervasive influence of marketing, ubiquitous food availability, enormous portion sizes, and weak government regulation all contribute to this "eat more" culture.

Informed personal responsibility. While individual choices are challenging in this environment, informed personal responsibility is crucial. This means:

• Prioritizing whole foods: Focus on fruits, vegetables, whole grains, and lean proteins.
• Minimizing ultra-processed foods: Reserve sugary, salty, and additive-laden products for occasional treats.
• Reading labels critically: Understand ingredients, nutritional content, and marketing claims.
• Controlling portions: Be mindful of how much you eat, especially with high-calorie foods.

Beyond individual action. Personal responsibility alone is insufficient to counter systemic pressures. Collective advocacy and political engagement are essential to create a healthier and more sustainable food system. This involves:

• Demanding transparency: Push for clear, unambiguous food labeling and honest marketing.
• Supporting regulations: Advocate for policies that prioritize public health and environmental protection over corporate profits.
• Voting with your dollars: Choose products from companies that align with your values (e.g., organic, fair trade, humane).
• Joining advocacy groups: Amplify your voice by collaborating with organizations working for food system reform.

A call to change. The current food system is not inevitable; it is a product of historical, political, and business decisions that can be reversed. By understanding the forces at play and actively participating in shaping the food environment, individuals can contribute to a future where healthy, sustainable, and ethical food choices are the norm, not the exception.