Food marketing is a branch of marketing, that is, a “strategy,” and advertising can sometimes even be art; the important thing is that the consumer is not misled by what is communicated and is able to critically interpret the advertising message. However, this does not always happen, because there is great skill in creating enticing campaigns capable of cleverly dodging the limits imposed by the authorities responsible for ensuring consumer protection against misleading messages. When we go to the supermarket, it is important to be prepared: we need to know how to read food labels to go beyond the simple advertising phrase written on the package. The phrase “palm oil free” is not enough to judge a product as healthy; it is important to be a guide even for the little ones, without giving in to tempting offers purposely displayed near the checkouts; it is always good to keep in mind that we are a target audience for the production world; however, this does not mean that we cannot be conscious consumers and decide if and when to play along. “We live in a world of contradictions, food-related and otherwise: food has been gradually denatured and deprived of nutrients, yet on the shelves we find enriched and fortified products; since the industrial age, refinement has been a symbol of social well-being, but today whole foods are more expensive. The paradigm of modernity is living in a globalized, mass world, trying at all costs to distinguish ourselves and define our identity. Food marketing also reflects these contradictions and, like a machine in constant production, churns out products suited to the individual, unique and unrepeatable: products for all tastes, for all nutritional needs, that satisfy different ethics and philosophies, that fill emotional gaps, solve physiological and social problems.
Advertising sends us increasingly personalized messages, that greet us even in our own dialect, that address me, Giulia, you, Giacomo, Maria, Giuseppe. Marketing reflects the contradictions of the times and advertising at the same time highlights the relentless pace of our days by extolling “friendly” food products, necessary for quick and convenient solutions, that save time and help you make a good impression with friends. At the same time, these are products that pamper you, that are close to you in moments of loneliness, that embrace you if you need comfort. Food is for everyone, food products are for the individual; just for you.”

Text taken from the book by Dr. Mauro Destino, “Il carrello Pieno” for Manni Editore.