| There has been growing recognition of the scope | | | | of these comes preserving good taste for the things |
| and threat of obesity. In the United States, one in | | | | we voluntarily put in our mouths. An important tool in |
| four adults and one in five children are obese. And | | | | addressing the complexity of obesity is technology. |
| obesity has been steadily increasing. The health | | | | Biotechnology and new processing methods are |
| threats – heart disease, diabetes and cancer | | | | helping food companies capture useful ingredients and |
| – are similar to those of smoking, and they tend | | | | putting them in new places. Nanotechnology may help |
| to concentrate among the poor. These threats, too, | | | | us engineer flavors and bioactive ingredients that will |
| are trending upward: one in three Americans born in | | | | be satisfying to consumers and better for them. |
| 2000 is likely to develop diabetes. Direct and indirect | | | | Cereals can be a great source of fiber and other |
| costs of diabetes to the U.S. economy already were | | | | healthful ingredients like: |
| $132 billion in 2002. This problem has been building | | | | • Polyphenols (phenolic acids, flavonoids, |
| over time. Over the last 30 years American women | | | | isoflavones, etc.) |
| have increased their daily caloric intake by 21 percent, | | | | • Saponins |
| or 325 calories, while men have added 170 calories to | | | | • Lignans |
| an already significant 2,450 calorie-base. Public | | | | • Tocopherols and other antioxidants |
| awareness, however, has really wakened only in the | | | | • EFAs |
| last few years, with U.S. media coverage of obesity | | | | • Phytosterols |
| tripling since 2001. It is not surprising, therefore, that | | | | Soybeans are a great source of these ingredients |
| a sudden discovery of a steadily growing problem | | | | and protein. These nutrition-enhancing ingredients can |
| has generated false dichotomies and visible villains. | | | | be extracted from grains and soybeans. They can be |
| The overriding false dichotomy is nature versus | | | | put into familiar products like breads, juices and the |
| nurture. Are American society’s obese | | | | like in order to promote heart health, digestibility, |
| tendencies rooted in our physical or psychic make up, | | | | bone strength, joint comfort and a feeling of satiety. |
| or are they based on changing eating habits and | | | | Technology, however, is not a cure-all. First, there are |
| foodstuffs? The clear answer is: “both.” We | | | | problems in finding the right regulatory environment |
| are eating more but exercising less. There also is | | | | for new technologies and products. There are issues |
| mounting evidence of genetic drivers toward obesity. | | | | around rights of invention and proprietary ownership. |
| Similarly, we are taking more meals out of the home | | | | And there are added costs in building many of these |
| – and not just at “fast food” restaurants. | | | | attributes into foods. Food also touches other |
| And we’re eating more processed foods, in | | | | sensitive chords. New products can be safe without |
| larger portions. None of this finger pointing is likely to | | | | being accepted by consumers. New processes can be |
| help us as a society get out of this situation. Fewer | | | | proven to work without being trusted by consumers. |
| jobs require physical labor, so we must find more | | | | And, weight gain is a gradual process; dealing with it |
| ways to burn up calories, whether in the gym or just | | | | – or its effects – can always be put off to |
| climbing more stairs. Labeling foods as inherently good | | | | another day. Between just letting obesity spread and |
| or bad ignores taste and common sense; all foods in | | | | nutrigenomic-designed diets will lie a host of |
| moderation can be fitted into a slender figure. Nor | | | | incremental strategies. Food manufacturers will |
| does blaming portion sizes make sense; it ignores the | | | | develop novel ingredients and ingredient combinations |
| thought processes that see bigger as the better | | | | to deliver more nutrition tastefully. Even conventional |
| bargain. No single solution exists, nor should any single | | | | agricultural products will be engineered or bred to |
| culprit be seized upon. We need to see obesity in all | | | | offer health and appeal. And, growing awareness will |
| of its complexity, if we are to sort out solutions that | | | | lead to better choices for wellness – whether it is |
| work for all of us.Food manufacturers and service | | | | new foods, new self-discipline, new activity We will |
| industries need to be – and, I believe, are | | | | need choices to cover the differences between men |
| becoming – part of the solution. They are | | | | and women, children and adults, young and old. |
| recognizing that their products contribute to the | | | | Choice also helps make healthfulness a complement |
| problem. So, there are things they can do to help. | | | | to taste, not an alternative. And we will need to take |
| But, we are facing some real challenges in terms of | | | | responsibility for our own behaviors. Technology and |
| consumer preferences. As this survey shows, | | | | food service innovations can support good behavior, |
| consumers are most interested in foods that provide | | | | but success still starts with giving consumers what |
| more convenience. That ranks well ahead of changing | | | | they want. |
| diets in pursuit of better nutrition. And before either | | | | |
