We aren’t just eaters; we’re consumers. Cramming food into our mouths satisfies hunger, but even a balanced diet can leave a hollow feeling if it compromises our integrity. Responsible consumers override the fast system and let slow thinking take over, but that just leads to a paralyzing list of variables to consider. Can I afford to buy it? Do I really need it, or am I just being targeted by aggressive marketing? Or is it more subtle marketing? Are these health claims trustworthy? Is this fish really what it says on the label or is it a substitute species? Is this food an artificial substitute, like “dairy blend” instead of yogurt? The more information included on product labels, the more questions are raised.
Eaters may paralyze their decision-making by confronting ethical issues, starting with the realization that some people go to bed hungry. What’s the best way to feed them, charity or welfare? Should kids have subsidized lunches at school? Breakfasts too? Ethics is often involved in the choice of a vegetarian diet for those who ask: Are animals treated humanely? For that matter, are workers in the food industry treated fairly? Are farmers exploited? For instance, are they unable to feed themselves because it’s more economical to grow cash crops for export? Or does a food fad, like quinoa, raise export prices beyond the ability of locals to afford it? In the case of quinoa, the issue is complex and involves the entire economy beyond one commodity. Clearly, ethical eating extends far beyond the kitchen, supermarket, or restaurant.
Where food comes from raises new questions of ecology. Can fish and game be sustainably harvested? Will fish farms contaminate wild stocks? Do monocultured fields reduce biodiversity? What about soil conservation, water consumption, and waste runoff? Here’s a big one: how much does food depend on petroleum-based fertilizer and pesticide? And what will happen when fossil fuels run out? Is organic farming better? And why is everything wrapped in plastic? Can buying in bulk reduce the amount of packaging? Should I shop with a reusable bag? Which food wrappers can I recycle? How far did my food travel, and how much energy was expended in shipping? Do I live in a “food island” where all my food must be imported from far away? (For most Alaskans, the answer is yes.) How much energy went into processing, storing, or refrigerating? Does it take energy to prepare? What about the total energy of the food itself? That is, the corn that feeds a cow can feed ten times more people than beef from that one cow. Would guinea pigs be more efficient? What about systemic waste by farms, factories, and distributors? Considering these questions reveals that consumption involves more than just the morsels on our plates.
Consumers are voters, and every bite is a ballot. Food choices direct policies for the whole system, albeit indirectly and incrementally, as policy makers react to the market. However, these votes are often cast without consciously asking which policies are affected. How do purchases influence the business practices of stores and restaurants? Is this product “fair trade”? Do consumers deserve comprehensive labeling information? Should the law prohibit “food libel”? Can genetically-modified organisms be patented? (Note that I don’t lump GMOs in the category of health questions.) What happens when food production is concentrated into a few corporate owners? Would food be as available and affordable without crop subsidies? And for which crops? For example, the decision by the Nixon administration in the 1970s to prioritize low prices led to an abundance of corn, which has found its way into almost everything we eat. Consumers demanded low prices, but the low-price policy has in turn dictated the foods we can choose.
Conscientious consumers who take all these variables into account would be easy to spot. They would be the ones endlessly interrogating waiters or staring glassy-eyed at supermarket shelves. In reality, hardly anyone does that. There are too many variables, so we ignore the questions. Perhaps it has been this way ever since the Agricultural Revolution, when former foragers entrusted a subset of the population to produce food for everyone. As a result, most people are detached from where their food comes from. As long as it’s there and tastes good, there’s nothing to worry about. That minimal concern puts most consumers on the same level as babies and pets. Letting the stomach think for us instead of the brain is, in a way, an abdication of humanity.





