Food marketing is a global force and its target is us, the consumers.

Labels, slogans, catch words. These are what we are bombarded with on a daily basis. Whether we consciously realise it or not, our food choices are most often guided by what we've been told, by what people sell us and by what we come to believe is true.  Repetitive exposure to advertising words such as "healthy", "fresh" or "natural" have managed to convince people that what they are buying is in fact good for them and the environment.  

"Why would they lie?" or "Surely they are not allowed to falsely advertise a product!" are two statements that we have heard time and again.  Sadly, 'they' would  lie AND they are in fact allowed to misguide people because there are no strict guidelines enforced in the marketing world for the use of the these words.  Only the term 'Certified Organic' is in fact, well, certified and legally they are not allowed to lie about that.   

The fact is, everyone believes the label.  Is it because we're ignorant? Probably not.  But it is easier to believe the so-called experts because of the pressure that it takes off of our own conscience.  The sad truth is that the only reason large industries, such as the factory farming industry, get away with lying to people is because we let them.  As Kate Cooper  says in the video below  "this is systemised cruelty on a massive scale and we only get away with it because everyone is prepared to look the other way."  It's cruel, horrific and it plays on human psychology.  And frankly, this is not cool with us.