The Power Dynamic in the Food Industry
Food trends have become a spectacle in our modern society, akin to where culinary creations take center stage, dazzling our taste buds and captivating our attention. It has become a pervasive force in contemporary society, influencing what we eat, how we dine, and the choices we make in the grocery store. Behind the ever-changing landscape of food. Behind this extravagant showmanship lies a complex web of power dynamics that shape these trends. Often obscures the reality behind the health claims made by brands, confusing consumers. Unraveling these power dynamics provides insight into the forces that drive food trends and their implications on our food system.
What is power? Power can manifest in various forms, from physical strength and mobility to the authority to think and express oneself freely. Power can also be seen as the ability to influence others, shaping their beliefs, behaviors, and choices. In food, power takes on a distinctive role, from nurturing the human body to forming a language and becoming a symbol that separates the powerful from the powerless or specific groups from the rest of society. ‘Food creates a system of knowledge in which power relations are inscribed and produced’ (Grazioli, 2023). Firstly, the production of food is deeply intertwined with power relations. Those knowledgeable about agricultural practices, farming methods, and food processing techniques hold significant power. They determine what crops are grown, how they are grown, and the use of technologies and inputs. This control over production knowledge shapes the availability and variety of food options, impacting consumer choices and preferences. Power imbalances can perpetuate specific agricultural models, favoring industrialized and large-scale production while marginalizing alternative, sustainable approaches.
Furthermore, food distribution is heavily influenced by market forces, economic disparities, and corporate interests, determining who has access to food and at what cost. Large retailers and corporations significantly influence the prices of products sold in stores. ‘Higher concentration levels give businesses more power to set prices and increase the likelihood of price-fixing or market manipulation’ (Kelloway, 2022). When a small number of big corporations have a stronghold on the market, they have the power to heavily influence pricing choices, which can end up hurting consumers and smaller rivals. Nestle is one of the world’s largest multinational food and beverage companies. As such, it wields considerable power in the food industry, influencing what products are available in stores and how they are priced. Nestle’s extensive portfolio of brands gives the company significant leverage in negotiating with retailers and influencing shelf space allocation. When power is concentrated in the hands of a few, it can result in fewer choices for consumers. This is especially true for marginalized communities where finding affordable, healthy food can be difficult. As a result, power imbalances in food distribution can contribute to food insecurity and perpetuate social inequalities. In the United States, there is a term ‘food desert’ in low-income neighborhoods. There may be a shortage of grocery stores or supermarkets providing a wide range of fresh and healthy food alternatives. ‘Food can only be purchased at higher prices. They may be more prone to food insecurity — insufficient food for active, healthy living (Ploeg, 2010). Instead, residents may rely on convenience stores or fast-food outlets that predominantly offer processed and unhealthy food products.
Power dynamics operate at multiple levels, from individual and familial to societal and political contexts. In the pursuit of profit, brands capitalize on the growing demand for healthy food choices by labeling their products as “healthy,” “natural,” or “organic.” This strategic marketing approach creates an illusion of well-being and nourishment, enticing health-conscious consumers to choose these products. However, behind the scenes, the truth may be quite different. One aspect of this deceptive marketing is using ambiguous or misleading terms on food packaging. Phrases like “all-natural,” “low-fat,” or “sugar-free” can create the impression that a product is healthy, even if it contains other undesirable ingredients. For example, a cereal marketed as “no sugar added” may still contain added sugars, artificial sweeteners, or preservatives that compromise nutritional value. Such misleading labeling practices exploit the consumers’ desire for healthier options, leading them to believe they are making nutritious choices when, in reality, they are not. McDonald’s is a notable instance of a company that collaborated with schools in the 1990s by sponsoring various programs such as school sports teams or educational events. However, these partnerships were often criticized as they involved displaying McDonald’s branding and logos in school facilities or promotional materials. Some people accused the company of using misleading advertising to target children and promoting unhealthy food choices.
Another key player in making culinary trends is the influential chefs who command considerable authority in gastronomy. With their culinary expertise, media presence, and charisma, these chefs become trendsetters, propelling certain dishes, cooking techniques, or ingredients into the spotlight. Their influence extends beyond the boundaries of their kitchens, as their restaurants become destinations for culinary enthusiasts seeking the latest gastronomic sensations. By leveraging their status and creative prowess, these chefs shape consumer preferences and dictate the direction of food trends. René Redzepi, the renowned Danish chef and co-founder of Noma, has spearheaded the New Nordic Cuisine movement. His relentless efforts in promoting locally sourced ingredients, foraging, and traditional Nordic flavors have given Nordic cuisine a distinct identity and global recognition on the culinary stage.
In conclusion, the meaning of power has evolved from being solely associated with physical strength to encompass the ability to influence others. Power dynamics operate at various levels, including individual, familial, societal, and political contexts. Power dynamics are crucial in shaping food production, distribution, and consumption in the food industry. Large corporations, marketing strategies, and concentration of market power can influence what food products are available, how they are marketed, and the food pricing. These power dynamics can impact consumer choices and access to healthy and affordable food and contribute to social inequalities. Recognizing and understanding these power dynamics is essential for fostering a more equitable and sustainable food system.
References
Kelloway, Claire.“U.S. Food Prices Are Up. How Monopoly Power Makes This Worse.” Time, Grazioli, Francesca ‘Social Economy and Power Relations’, 2023.
Ploeg, Michele Ver. USDA ERS — Access to Affordable, Nutritious Food Is Limited in Food
Deserts. Ers.usda.gov, Mar. 2010,
