The American food industry generates approximately one trillion dollars a year in sales. Though the industry exercises a high level of financial, political and cultural power in the United States, it is at the same time extremely sensitive to public opinion. Major food industries have, for example, successfully lobbied for years against what they consider onerous nutritional labeling requirements. At the same time, many of the larger operators, seeing an excellent potential market in health-oriented foods, have themselves acquired or even started up their own “natural” foods subsidiaries. Forward-looking marketers have been adroit in turning challenges into opportunities.
