Food Cannot Be Ethical. Only People Can.

Food Cannot Be Ethical Roxi Beck, Public Relations Project Manager at CMA Consulting, posed a question about a research report recently released by Context Marketing. The report, Ethical Food, attempts to address "Are ethical brand claims influencing food purchases? And if so, which claims matter most to consumers?". [Please know that neither Roxi nor CMA Consulting had any involvement in creating the report; Roxi saw the report and wanted to hear what others thought.]

This report is not really about consumers or purchasing decisions. It is about creating a divisive environment around food, its production, and the people who work in the food and agriculture industries. The way this report creates a divisive environment is by claiming food must be ethical.
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