Insights

While the confronting advertisement has provide a boon for marketing commentators around the world, the real message is far more important – just what is it that consumers want in their food and what do they want to know about it?

It’s important to note at the outset that preservatives aren’t all bad – humans have been preserving food for time immemorial – whether it’s through the addition of salt, sugar, oil or vinegar, fermenting products like salami and small goods or making milk go further by manufacturing long lasting cheese. Additives which help keep food stored for longer have been a critical part of sustaining societies through lean years since the advent of agriculture. And many of those preserved food products – bacon, olives, cheese, salted fish, beef jerky, and so many more, are celebrated culinary staples for many cultures around the world.

However, the use of artificial, or manufactured, preservatives can present serious health challenges, ranging from breathing difficulties, hyperactivity, weakened heart tissue and possible links with increased risk of cancer and obesity. The real issue for many consumers relates to transparency about what is in their food, particularly if they are, or feel they are, at risk from one or more of the potential health risks. Australian chain restaurant , Guzman Y Gomez, has recently made the monumental step to remove all preservatives in their fast food, to become the first Australian chain to become ‘100% clean.’ This move, while extremely bold, has paid off for Guzman Y Gomez. They have seen an increase in sales nationwide since they announced their were going preservative free, and with proven success we hope to see other restaurants following in Guzman Y Gomez’ footsteps in the future.

Fortunately, food labelling laws and regulations continue to improve and consumers are increasingly in a position to take direct control over what they purchase based on knowledge. And big end food manufacturers and retailers are catching on – if customers don’t know and don’t trust, they won’t buy.