Omnivore's Dilemma Ch. 9

Pollan makes a very good point when talking about "wordy labels". As if the consumer wasn't confused enough about where food comes from as it is, these wordy labels are no help at all. Pollan talks about how these labels and other advertisements as well are supposed to help the buyers understand what it is that they are really buying. This is not the case. Pollan tells an anticdote that exemplifies this very point. He talks about buying organic milk. While one organic milk product advertised "ultrapasteurized" which would extend shelf life, a different organic milk product advertised no ultrapasteurization, implying that this product would be fresher and less processed. Consumers have every right to be confused.

Supermarket pastoral. What does that even mean? Apparently it has been around a long time, and it continues to trick consumers even today. Organic food stores, such as Whole Foods, use this term to entice shoppers to become more engaged in, "authentic experiences". Shopping organically can be a very rewarding experience, assuming you don't mind the damage it will do to your check book. Regardless, consumers will continue to be beguiled by silly advertisements and healthy promises.