Karlin Peters

Imagine a world where consumers don’t have to decipher what labels like “gluten-free

water” actually mean. Instead, they can stroll down the aisles of their local grocery stores and

actually understand product labels, comprehend their contents, and choose the best products for

their dietary needs. Companies are transparent with consumers and market their products based

on their proven nutritional value instead of just appealing to trending dietary fads. People can go

to the grocery store without being guilted into buying expensive, green products for their

families. This seems too good to be true, but it’s not.

Consumer education is the key component of this society’s success. Governmental

entities, like the USDA, FDA and public-school systems, work cohesively with businesses,

ranging from small farmers to large corporations, to ensure that the public is educated about their

food. Instead of just learning about the different food groups and “MyPlate” models in nutrition

class, students learn about the true meanings of certifications like organic, gluten free, all-

natural, and GMO-free. Not only do people understand what these certifications mean, but they

also know how companies and farms earn and maintain them. Curriculum allows students to

learn the facts and make the best food purchases for their actual dietary needs.

In order for people to actually understand their specific dietary needs, there is an

increased reliance upon genetic testing. All citizens have their genes tested at the age of five.

When people receive their results, they get recommendations about what foods products allow

them to maintain the best health. This testing allows people to learn what conditions they are

more susceptible to and tailor their diets to fit their specific needs. Special diets like gluten-free,

vegetarianism, and veganism are not adopted just to look trendy or “save the earth.” People who

use these special diets do it to satisfy their specific dietary needs.

Karlin Peters

Since consumers have a vast supply of nutritional and genetic knowledge, there are many

opportunities for market growth in the food sector. Even though green products are no longer

hyped up as the most nutritious food source, competition still exists in the industry. People have

the power to choose their own products and lifestyles. There are still small, organic farms and

food companies, but they are held more accountable and forced to live up to their advertised

standards. In order for companies to be held more accountable, the USDA plays a bigger role in

certifying all products claiming to be organic, gluten-free, all-natural, etc. Companies who use

false advertising to make inflated profits no longer exist, but nobody complains about their

absence. Because of this increased regulation, companies are transparent and honest. Business

leaders’ main goal is to make profits based on intentional consumer purchases, not fear and fads.

Since consumers are well educated on food products, companies can no longer rely on

deceptive marketing to pay the bills. Marketing has shifted from a label-based approach to a

product-based approach. Instead of six different companies trying to sell the same product with

different packaging, companies focus on selling unique products that are tailored to specific

dietary needs. New labeling regulations eliminate confusion and help consumers confidently

select the right products. Labels contain only product nutritional information and genetic

compatibility information. People can easily find the items recommended by their genetic testing

results because product labels are made using the same terminology. Instead of being loaded

with buzzwords and ambiguity, labels are simple and straight forward.

This new approach incentivizes innovation within companies. More money is allocated to

research and development, which results in continuous food improvements and health

advancements. For instance, weight loss ice cream is one of the newest developments, and it is

quite the hit. With new product development, advertising is still necessary to inform consumers
Karlin Peters

about ground-breaking products. Social media plays an interesting role in this advertising. In the

old world, Facebook used to be littered with news stories condemning the consumption of meat,

GMO’s, and other food products. There was typically little truth to these articles, but their

messages spread like wildfire across social media platforms. This type of unregulated mass

communication no longer exists. Instead, social media is used to spread excitement about

advancements in the food industry. Most consumers love a good Facebook food ad, so large and

small food companies capitalize on that. Along with ads for innovative products, consumers can

also see pictures of family farms and corporate facilities through social media accounts. Insight

into different food production methods contributes to society’s common goal of food education.

The more personal approach also helps consumers see both traditional and organic companies in

a more personal light, as if they were neighbors or friends.

Transparency is a core value of this society, and that shapes how businesses interact with

their stakeholders. Since companies can’t falsely market their products to earn higher profits,

stockholders put less pressure on company earnings. This allows businesses to focus on other

aspects like environmental impact and innovation. In the past, consumers worried about the

negative environmental effects associated with producing certain food products. To combat

environmental issues, corporations invest part of their profits in their food suppliers. Food

suppliers use this money to develop more sustainable farming practices that can be used

throughout the industry. Since there is less pressure on profits, businesses also invest more in

their employees. Innovation is a crucial part of the industry, so companies foster talented

employees. This business model still operates using a capitalist mindset, but it prioritizes long-

term success instead of short-term profits. All stakeholders agree that role of business is simple:

to responsibly feed the world and allow employees and stockholders to do the same.
Karlin Peters

Some people may not think that the food industry deserves so much attention and reform,

but it is the baseline of all life. There will always be an uncertainty about what tomorrow brings:

war, drought, diseases. If businesses are able to cooperatively work with farmers and government

agencies, food will not be another source of stress in these testing times. Food will be plentiful

and engineered specifically for nutritional needs. Within this society, people have the knowledge

to understand what is really in their food. Instead of buying things because they claim to be

healthy, people make intentional buying decisions. With a simpler, more streamlined food

marketing and production process, food is one thing people don’t have to worry about.