Food Marketing Final Study Guide

1. Food Citizenship
a. What does it mean to be a citizen?
i. Privlidges
1. Different than “rights” and freedom
2. Self-expression, education, shelter, health, food, safety
a. Can be taken away and not easily distributed
b. The “perfect world” isnt perfect due to privlidges
ii. Responsibility
1. Greater good of the “collective we”
a. “Collective we” = society/community/us
i. The “collective we” depends upon each other and
everyone else
2. Ensuring that the “collective we” and its individuals can thrive
a. For the current and future individuals
iii. Role (that is played)
1. As a citizen, we have a “collective we” made up of individuals
2. Food Justice
a. What is “justice?”
i. Fairness for every individual, “collective we” ends up being treated fairly
1. Not the same as equality
a. Equality = same opportunity and treatments
ii. “Governing Power” gives/grants justice
1. “Governing Power” is made up of us… we can change it
a. Examples = Government, food companies (policies)
iii. Kevin’s law
1. People were distributed bad meat, a policy was put into place to ensure
the well-being of the individual
3. Food Activism
a. What is “activism?”
i. Driven by desire to IMPROVE and CHANGE
1. Types of problems include social, environmental, economic, and political
a. Deal with justice issues
ii. Advocacy is activism lite (Not as heavy as the real activism)
1. Advocacy = public support for or recommendation of a particular cause
or policy
iii. Requires a “collective we”/ group pushing towards the same idea
1. “Collective we” is the advocaters
4. Philabundance
a. Expresses food justice through the social pillar
b. Company definition
i. Our mission is to create nutritious food from surplus farm products in a way that
extends shelf life & adds value for our communities in need (upcycling). By
partnering with manufacturers to create retail items to fund the same quality
items for donation, we can provide better food for clients AND engage socially
conscious consumers in our mission in an exciting new way.
 c. Quick notes
i. Largest hunger relief in Philadelphia
ii. 90,000 people served per week
iii. Goal is to change the system and get people off of program
iv. 28/32 million pounds of food was going to end up in a landfill
v. Cut food waste by 15%, it would reduce hunger even more
vi. Immediate response
1. Relieve hunger now, end hunger later
a. End hunger by allowing people to be able to fund own groceries
and get off of program
vii. Gleaning = Resucing edible, unharvested food from farms, grocery stores, etc.
1. Palets wasted are examined by volunteers to throw out bad produce and
keep produce that would have been wasted
viii. Upcycling
1. Finding another way for a product to be useful
a. Example = excess milk turned into cheese, excess grapes into
jam
ix. Uplifting helps low-income farmers
5. Living Wage
a. Definition
i. “What I need to live”
ii. Allows you to barely make it
b. Notes
i. Raise minimum wage?
1. It would increase consumer prices, increase higher costs for the
company, and more taxes from the individuals
ii. 1/6 people in USA struggle with food
iii. Read No. 8 in Read and View, article on Living wage
6. Brown’s Super Stores
a. Jeff Brown is an individual whom provides food justice with his power through entities
b. Mission is to bring joy to the lives of the people they serve by serving them correctly
i. Cater their best needs
1. Certain food for ethnic groups living in food deserts
c. Food insecurity = Do not know when your next meal is
d. Provide banking and credit cards in their stores because employees and customers can not
pay for the late charges on a card
e. 13 stores managed in Philadelphia
f. Triple Bottom Line = people, profit, planet
g. Food Deserts
i. People who have no access to healthy food, lack of access to health care,
challenges to public benefits, and lack of access to financial services
ii. Places where companies won’t make money and the citizens do not have access
to grocery stores
h. Always funneling towards the social pillar of the sustainability pillars
7. Labels, Ingredients, and Brands
a. Brands
i. Serve as a signal to people
 1. Signals include a logo, brand name, URL’s, characters, slogans, and
jingles
ii. Brand identity
1. Provide information to the people about what there company is
a. Example = McDonalds sells burgers
2. An incongruent identity does not follow our values and beliefs
iii. Clean Label Segments
1. Conventional products = does not need a label
2. Free-from products = artifical, hormones
3. Clean products = Free from artificals
4. Simple products = Recognized ingredients
5. Sustainable products = Non GMO, USDA organtic, etc.
iv. Additonal Notes
1. Look for brands that signal a balance between all 3 pillars
2. Understand why the consumer wants what they want
3. Panera Bread’s “no-no list”
a. A list of perservatives that will never be involved with the food
at Panera Bread
b. Labeling
i. Label reads off of proportion on wrapper
ii. Businesses need to follow that policy
iii. Read No. 12 on Read and View on Blackboard
8. Food Policy
a. Definition = Considers what it is like for the “collective we” and individuals to
experience the issue or concern
b. Policy = method or course of actions that consider “collective we”
i. JUSTICE or INJUSTICE in action
ii. Food policy in action is SNAP benefits (Food Stamps)
1. Justice challenges include how the power will be divided
iii. Chick-Fli-A closing on Sunday’s due to business policy
c. Fair-trade = Whomever is creating the product is being paid liveable wage
i. Example = Fair-trade coffee
d. Brand relating to class
i. Example
1. Brand: Whole Foods Market
2. Food Policy: Commutment to best quality food, Provide best service they
can to disabled people
3. Pillars:
a. Social = Work well with community
b. Economic = Cost more
c. Environmental = No contamination
4. Food Citizenship: Responsibility for others health
5. Food Justice: Allows all customers to equally have opportunity for best
quality food
e. Additional Notes
i. Relating to class
1. Food Policy tethered to Food Justice
 2. A “power” has to enforce the policy
3. Those who enforce the policy are directed at dimesions of FMK Model
ii. Considerations for determining if food policy is “good” are related to impacts on
sustainability pillars
1. Good policy enhances sustainability pillars by supporting them
iii. Involves safety (hurt, sick, taken advantage of, etc.)
iv. Policies are used everyday
v. Figure out who is and is not benefiting from food policy
vi. The goal of food policy is to address an indentified goal
vii. Know your FA2 and another example from FA2
viii. Issue on lamb, sustainable easter (prevent food waste), and planet based protein
(No. 10 in Read and View on Blackboard)