Jonathan Tofel’s Post

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Founder/CEO at Mission Field • INC. 5000 (3X) • Financial Times Fastest Growing Companies (3X) • DBJ Fast 50 (2X) • Business Book Author

News on ultra-processed foods is making big waves in our industry. As the science around the health effects of ultra-processed food keeps getting developed and discussed, the impact of growing consumer awareness and the risk that it all leads to a perception shift, and then to possible rejection of legacy brands will continue to put pressure on the food industry to make changes. Luckily I can say from being 'inside' the industry that every client we work with is trying to make real changes and do right by the consumer. Same goes with the ongoing staple of Natural and Organic food entrepreneurs who constantly push the boundaries of what can & should be done. One great example is our new client Plezi, who is on a mission to help bring beverages that are simultaneously nutritious, tasty and healthy into kid's diets. CNN just summarized the latest study on the topic. What I hope does not get missed is this quote at the end of the article "𝘏𝘢𝘭𝘭’𝘴 𝘵𝘦𝘢𝘮 𝘪𝘴 𝘤𝘰𝘯𝘥𝘶𝘤𝘵𝘪𝘯𝘨 𝘢 𝘯𝘦𝘸 𝘴𝘵𝘶𝘥𝘺 𝘵𝘰 𝘵𝘦𝘢𝘴𝘦 𝘰𝘶𝘵 𝘸𝘩𝘪𝘤𝘩 𝘶𝘭𝘵𝘳𝘢-𝘱𝘳𝘰𝘤𝘦𝘴𝘴𝘦𝘥 𝘧𝘰𝘰𝘥𝘴 𝘢𝘳𝘦 𝘩𝘢𝘳𝘮𝘧𝘶𝘭 𝘢𝘯𝘥 𝘸𝘩𝘪𝘤𝘩 𝘢𝘳𝘦 𝘯𝘦𝘶𝘵𝘳𝘢𝘭, 𝘰𝘳 𝘦𝘷𝘦𝘯 𝘩𝘦𝘢𝘭𝘵𝘩𝘺." signaling that there is still more to learn: https://lnkd.in/gMKSaTxT.

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Could not agree more. Reading this right now!

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