Food Inc, opinion paper
Question 1: Based on your viewing of Food, Inc., how does your view of “farm-fresh” and other marketing messages that suggest a more organic flow of food products relate to the realities of 21st-century marketing channels for food? The American Marketing Association defines marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx). The marketing mix consists of product, price, place, promotion, which means that a company needs to sell the right product at the right price and in the right place, using the best promotion. Because of all of this, “farm-fresh” and organic foods must fight in the marketplace against traditionally farmed foods. Looking at the product: what exactly makes a food organic? Organic can mean different things to different people, and even has a different meaning between companies. According to organic.org, the USDA defines organic food as that which is produced with emphasized use of renewable resources, plus conservation of soil and water. Organic food is produced without conventional pesticides, fertilizers made with synthetics or waste, bioengineered, or ionized radiation. “Organic meat, poultry, eggs, and dairy products come from animals that are given no antibiotics or growth hormones” (http://www.organic.org/home/faq). A government-approved certifier must inspect farms where organic foods are grown to assure that the farmer follows all USDA rules and meets organic standards. Price is a large factor when most people go grocery shopping, especially during these tough economic times. Many, including myself, can argue that organic or “farm-fresh” foods are just too expensive to buy on a regular basis, or even at all. Personally, I will buy whichever brand is cheapest, without paying attention to where or how it is produced.