Originally published in the Western Producer, May 2022

We all know someone who is extremely vocal about their food choices, even to the point of it causing friction with others.

If not, you’ve never been on Twitter.

Sustainable, organic, vegan: terms like these are increasingly morphing into exclusive tribes and dirty words rather than simple descriptive nouns.

This is a problem, especially at a time when Canadians are reporting more societal division than ever before.

As members of the agri-food industry, it will be increasingly important for our industry to take a curious approach to market demand rather than a combative one. The first step is understanding how and why people behave the way they do in relation to their food choices.

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