First off, let’s make no mistake. Americans are still binging on junk food. No one is declaring the end of fast food. Financial trends show as much, as does a casual look around. That said, there’s plenty to suggest that we find ourselves at an interesting junction these days when it comes to the food economy.
We’re seeing big packaged food giants, who lost four billion dollars of the market share last year, initiate “healthy” or sustainable changes they hope will drive consumers back to their product lines. Several fast food chains are doing the same. It’s all part of a “Big Food versus Granola Startup” movement, as described by a recent Fortune Magazine analysis of the food industry, a review that highlights the increasing role of health goals and smaller sourcing as well as questions the ability of large food companies to maintain their market share, particularly without heeding the alternative writing on the wall.