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Speaking With…: Bruce Bradley

A few weeks ago, I learned of a relatively new blog largely centered around food industry deception, but with an interesting twist — its author, Bruce Bradley, is a former Big Food marketer!

Specifically, Mr. Bradley spent over fifteen years as a food marketer at companies like General Mills, Pillsbury, and Nabisco. He has since, in his words, “become more educated about the risks and environmental impact of eating processed foods”, and is now a CSA enthusiast.

I recently asked Mr. Bradley some questions that I thought someone with his unique background and experience could really shed some light on:

How has the food industry landscape changed since you started your career? On your website you write that you’ve “seen some disturbing trends in the food industry over the past 20 years”. What particular ones do you find most insidious?

The landscape has changed dramatically since I started my food career at Nabisco in 1992. In response to Wall Street profit pressures and the growing power of retailers like Wal-Mart, the food industry has undergone a tremendous wave of consolidation and cost-cutting.

This has hurt our food supply in many ways. First, huge, multinational food companies now dominate the landscape. Wielding far greater lobbying power and much deeper pockets, these companies have been very successful in stagnating food regulation. Second, cost savings have been a key profit driver for the industry, but they’ve had a devastating impact on both food quality and food safety. Think factory farming and GMOs just to name a couple of examples. Third, as consumers’ health concerns have increased, processed food manufacturers have become even more aggressive in making dubious health claims or co-opting fad diets to market their brands and develop new products.

The net impact of this transformed landscape has been disastrous from a public health perspective with obesity rates skyrocketing and a never-ending flood of food recalls.

What reaction, if any, would you say the food industry has to individuals in the public health and nutrition arena who systematically ‘call them out’? Would it be accurate to say that there is a legitimate fear in Big Food’s eyes that one day “the people” will realize how unhealthy many of their products are?

I think the reaction really depends on who you are defining as “Big Food.” The average person working at a food company doesn’t view public health and nutrition “food cops” as scary or a threat. In fact, they are embracing many of the ideas coming from these sources. For example, books like Michael Pollan’s The Omnivore’s Dilemma were extremely popular reading when I was at General Mills and the first place I learned about CSAs was from an R&D scientist working on one of my teams.

Now if you’re talking about the big food company executives, I do think they feel threatened. However, most of these executives tend to dismiss those who “call them out” as wrong or misinformed vs. taking a serious look at changing their business model. After all, these executives and their companies have a huge interest in maintaining the status quo.

In one of your posts, you mention that “confusion is one of the tried and true tools of the processed foods industry”. You are referring to purposeful misdirection, yes? Can you tell us more about the subtle and not-so-subtle ways this is commonly employed?

I think one of the main ways the processed food industry is trying to grow and defend their business is by funding self-serving research. The goal of these studies isn’t to uncover “the truth” or to improve public health. Instead, the research is carefully constructed to create sound bites and statistics to help market their products or combat potential regulation. This is one of the primary ways we end up with conflicting studies that confuse consumers on what they should eat or drink.

Is this purposeful misdirection? Intent is always tough to prove, especially if you don’t have first hand knowledge. Creating studies and research tends to be the work of a select few within processed food companies or their hired lobbyists, and I was never part of one of those groups. That said, if you dig into these studies and their methodology, you can usually find the telltale signs of how processed food companies have “stacked the deck” in their favor.

As a Registered Dietitian, I am very disappointed by fellow RDs who choose to work for the likes of PepsiCo and Wendy’s. Looking back, were there any particular moments where you felt disappointed by the behaviors/actions of any of your food industry peers?

First of all, I’d be remiss if I didn’t note my response has to be a bit biased. Not too long ago I was one of those people who worked at a big food company. But would I like to see more people from within the food industry take a stand for real food? Yes, I would. Nevertheless, my experience is that the vast majority of employees are good, honest people who are simply trying to “play by the rules of the game” set by food industry leaders, their lobbyists, and our government.

I prefer to focus my efforts on increasing awareness that the rules of the game aren’t protecting consumers. Changing the rules is my objective, and I’m hopeful that along the way my blog and my book, FAT PROFITS, will help convince people from all walks of life, including those who work at big food companies, to join me and take a stand for REAL FOOD.

Having spent 15 years as a food marketer, what are three concepts/ideas/FYIs that you think every consumer out there needs to know about “Big Food”?

Here are three rules I think people should keep in mind when they shop for food:

  • Big food is profit-driven:  Don’t be fooled into thinking a brand or the food company that owns it cares about you or your health.
  • Be skeptical:  Most claims and advertising by big food companies are meant to manipulate you, not educate you. Read your labels and do your research.
  • There’s no free lunch:  Over the long-term, you always get what you pay for. Cheap food is very expensive once you add up the true costs like the taxes you pay to subsidize big food companies, health consequences like obesity or diabetes, devastating harm to our environment, and the inhumane treatment of animals raised under the industrialized food system.

Many thanks to Bruce Bradley for his time!  To keep up with his Big Food whistleblowing, you can visit his blog or follow him on Twitter.

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2 Comments

  1. Elizabeth Lee, MS RD said on November 1st, 2011

    Terrific interview with Bruce and thanks for sharing his informative blog on this very important topic!

  2. Kendra Link said on November 2nd, 2011

    Timely piece considering the article below! Thanks for the introducing his blog …lots of interesting reading!

    http://www.nytimes.com/2011/11/02/us/school-lunch-proposals-set-off-a-dispute.html

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