00:04what food do you love I love my mom's
00:09chicken tacos simple chicken and a
00:12tortilla but you come to that dining
00:15table and she has a spread of guacamole
00:17and homemade salsa fresh tortillas pico
00:21de gallo queso fresco and you were
00:23bumping elbows with people just trying
00:25to fill your taco it's a mess but
00:28there's laughter and conversation flows
00:30and every once in a while you can catch
00:34silent smiling because her family is
00:38happy and fed and loved
00:42that's what food is food is love and
00:46today I want to remind you of that as
00:49business leaders but as consumers I also
00:52want to make you aware that food is
00:54business my mom cooked dinner every
00:58night and though I may not have liked
01:00every meal at that table I never
01:03questioned whether it was good for me my
01:05mom loved me and the food she fed me
01:07with a gesture of care taking from
01:10infancy all of our relationships with
01:13food are most influenced by those who
01:15first feed and nurture us and over the
01:18course of our lifetime were socialized
01:19to associate trust with food but can you
01:24trust every hand that feeds you for me
01:29it would take a personal health crisis
01:32before I discovered that no you cannot
01:36that once I leave my mom's dinner table
01:39food becomes a product and I have to
01:41evaluate it like I would any other
01:44purchase as I got older mom I went out
01:51with friends but snacks at the grocery
01:54store at the gas station at school and
01:56yet I never stopped to question what was
01:58in the food I was eating until my senior
02:03year of high school when my mom showed
02:06me my graduation photos I had gained so
02:11I couldn't recognize my face my doctor
02:15checked my BMI I was clinically
02:18overweight I was one stage away from
02:20obesity I felt helpless I didn't know
02:27what to do I didn't know what to eat so
02:31my freshman year of college I kept a
02:34food diary and I started exercising
02:36daily and I took my first nutrition
02:39class and I learned that from calories
02:42to chemicals what's in the food that I
02:44eat is something I have to know before I
02:47can make a healthy choice that
02:52experience was 10 years and 25 pounds
02:56ago and it's what inspired me to become
02:58a dietitian and whether working to serve
03:02kids in a school cafeteria or to
03:05implement national nutrition policy in
03:07the White House I take that experience
03:09with me the simple revelation that the
03:13majority of the food that I need is not
03:16the majority of the food being sold to
03:18me the grocery store does not have an
03:22investment in my health and well-being
03:23the way my mom did the grocery store is
03:26a business products line shelves and at
03:31the eye level of children they're meant
03:33to reduce what's called the nav effect
03:34kids baking mom and dad to buy that
03:37sugary cereal and a year eye level boxes
03:41covered with blues and whites and greens
03:44and new feelings of peacefulness
03:47tranquility safety making you think that
03:50that bag is wholesome a healthy choice
03:53and just as you've survived that grocery
03:56store experience you get to the checkout
03:57aisle welcomed by magazines claiming to
04:02know the next great superfood or
04:04condemning the next thing you should
04:06never eat again these tactics frustrate
04:11all of us in answering a simple question
04:13what should I eat and as it turns out 82
04:17percent of Americans are confused about
04:19that question our struggle to eat well
04:22has serious implications
04:24one in three adults are overweight or
04:26obese one in two children in this
04:29generation will have diabetes at some
04:31point in their lifetimes and diet has
04:33surpassed smoking as the number one
04:36predictor of death and disease in this
04:39country the confusion reaches us here in
04:43this room I've had conversations with
04:45many of you dispelling the
04:47misinformation about food
04:50paleo sugar-free gluten-free all
04:55reasonable questions in a landscape of
04:57misinformation but today I want to give
05:01you a more important insight a way of
05:04thinking about food that I think can
05:06frame any choice that you ever make
05:08before a purchase and it's this we are
05:12programmed to oversimplify the
05:16complexity of food your brain constantly
05:20seeks to conserve energy by eliminating
05:23the challenge of difficult choices we
05:26are especially acclaimed to do this with
05:29regard to products that we want to trust
05:31like food we choose easy mental routes
05:36instead of complicated ones so that we
05:39can defer our mental energy for more
05:42difficult challenges for example we
05:47choose fast food on our way home from
05:48the grocery store we believe those
05:51magazine covers or there's commercials
05:53timed at dinner right when you're hungry
05:55and order in we go every afternoon for
05:59an afternoon pick-me-up grabbing a soda
06:03when we repeat these behaviors your
06:06brain forms a feedback loop that
06:08eventually needs no decision making
06:10effort at all in order to create that
06:13behavior and what happens is your brain
06:17goes from making active decisions to
06:20forming habits now habits are 45% of the
06:24behaviors you make every day and they
06:27maintain your productivity they reduce
06:29your mental exhaustion but in the realm
06:32of food they jeopardize your health
06:36they induced you to believe those
06:40nutrition claims those products that are
06:45so conveniently located with just the
06:48right message at just the right time
06:50begging to do your thinking for you do
06:57you know the difference between a claim
06:59and the truth turns out it could save
07:04your health conscious eaters not only
07:07make healthy decisions despite increases
07:09in price and decreases inconvenience
07:12they have significantly less incidence
07:14of diabetes heart disease and cancer so
07:18how do you become a conscious eater
07:21it starts with committing to educate
07:24yourself on what's in your food you got
07:26to learn more to make the right choice
07:28and you'll start to find meaningful
07:31terms on the front of packages certified
07:34and regulate regulated labels like
07:36organic and you'll start to learn that
07:38the word natural has no meaning you may
07:45find that most differing in your
07:47nutrition needs are met from fruits and
07:48vegetables lean proteins water products
07:52that you find on the perimeter of the
07:54grocery store you may start shopping
07:57less in the inner aisles and as you buy
08:01those fresh foods you may be enticed to
08:03cook them and you'll find that just a
08:05couple of simple tricks like sauteing or
08:08steaming open up a whole new world of
08:10food choices you will become conscious
08:14of your decisions you'll know what's in
08:16your food you'll know whether it's the
08:18right amount and you'll know where it's
08:20from this is my hope my aspiration for
08:26the nation that if each one of us makes
08:29one more conscious choice our collective
08:33demand will generate systemic change
08:36across our entire food environment and
08:38that our farmers and our supply chain
08:41managers our manufacturers and our
08:44grocers will respond with more
08:48more affordable nutritious choices for
08:52everyone because food is a business and
08:56as consumers we have the power to demand
09:01what we want with what we purchase and
09:04as business leaders we have the power to
09:07take advantage of this opportunity
09:10healthy demand is already increasing 82%
09:13of consumers want to see healthier
09:15products from companies and 70% of CPG
09:19sales in recent years came from offering
09:21those healthy options we have the
09:23opportunity to meet that demand we have
09:25the opportunity to make the fact that
09:27food is love and food is business a
09:30shared value because that's who we are
09:33we're business leaders and we're
09:35consumers and we'll be making decisions
09:38about the food we eat for ourselves and
09:41for our loved ones the rest of our lives
09:44and our choices today will shape the
09:49food environment of tomorrow so today I
09:53hope you remember as business leaders
09:55that food is love and as consumers I
09:58hope you remember the food is business
10:00and most of all I hope the next choice
10:03you make is a conscious one trust me
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