Brand Relevance: Making Competitors Irrelevant

Chapter 5. THE FOOD INDUSTRY ADAPTS

It is useless to tell a river to stop running; the best thing is to learn how to swim in the direction it is flowing.

—Anonymous

Oversimplification has been the characteristic weakness of scientists of every generation.

—Elmer McCollum, author of A History of Nutrition, 1957

People have always been interested in getting and staying healthy. Health gurus throughout history have been responsive to this interest and have employed, interpreted, and promoted science to uncover products and practices that will advance healthy living. Giacomo Castelyetro in 1614 unsuccessfully tried to get the English to eat more fruits and vegetables. In the late nineteenth century John Harvey Kellogg, a vegetarian, a surgeon, and the ...