Is “Clean Label” Really That Big of a Deal?
If you’re in the food industry, odds are you’ve seen numerous click-bate articles nominating “Clean Label” as trend of the year.
“Clean label” is looked at as the golden calf in the food industry. It has no doubt become the buzzword of the decade. But is “clean label” really that big of a deal?
The complicated answer is, no.
“Clean label” is looked at as the golden calf in the food industry. It has no doubt become the buzzword of the decade.
I know what you’re thinking: But if “clean label” isn’t that big of a deal, why is it driving decisions by nearly all food and beverage organizations?
Let me explain…”clean label” is simply a reactive term created by the food industry in an attempt to define a larger revolution that has been going on over the decades, spearheaded by consumers. An industry term is jargon used for inter-industry communication.
The real power is in the consumer values placed inside the meaning of “clean label” — these principles are the root mission and ethos of the movement.
The real power stands in the consumer values placed inside the meaning of “clean label” — these principles are the root mission and ethos of the movement.
About the Term “clean label”
The industry often gets frustrated because the definition of “clean label” is constantly in flux. The Go Clean Label website exists precisely for this purpose; we are the bridge between consumer demands and the food industry.
With consumers, we provide fact-based info and transparency to empower informed food decision making. With the larger food industry, Go Clean Label does consumer insight research to understand “why consumers think the way they think”. These insights (in addition to existing food influencer ingredient lists) help inform our ingredient database, to help food industry professionals identify which ingredients are considered “clean label”.
Go Clean Label would like to set the record straight that consumers do not know the term “clean label”; it’s an industry term. A concrete, black and white definition cannot be pinned down because consumer values, expectations, wants, needs, and demands are always changing. (This is the way the world works — cultural and social progress is a beautiful thing.)
The Holistic definition
So, if you are a decision maker at a food company, consider reviewing this below infographic before your next meeting. And if you are a concerned consumer who cares about the quality of food you purchase, this infographic will resonate with you!
Consumer Manifesto to the Food Industry
In summary, “clean label” as a term is no big deal. The consumer values that make up the definition of “clean label” are radically important and will impact all industries indefinitely.
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