Back by popular demand,
By Bill Goodwin
In this age of fast-flying information, as vibrant social networks exchange byte-size bits, I relish the opportunity to write an article. In my circle of Facebook, Twitter, LinkedIn, Plaxo, and other social media, most of my friends and connections know a bit about me—a husband, father of four, youth and family branding and packaging design firm founder, and so on.
As a result, within these real-world and “cloud” circles, as well as at family gatherings, neighborhood events, cocktail parties, or industry conferences, I find myself in the position of discussing, or trying to explain (if not defend) many of the facets that define our work or that are perceived to be part of it.
“Why are toy packages so hard to open?” “Have you seen the movie Food, Inc.?” “Don’t you work with some of those companies?” “Why can’t they make food that’s actually good for you?” “How about Whole Foods selling organic food made in China but claiming USDA certification?” “What about the FDA having to send a letter warning yet another 17 food companies about unsubstantiated or exaggerated claims on packaging?!”
Where are the answers?
I hear moms’ stories of wanting the best for their kids, and that most of their kids love eating healthy foods, but that the varieties of these offerings are far more limited and less enticing than their alternatives. They express frustration and confusion about all the claimed benefits or, worse, the lack of trust in those claims. I often find myself struggling to respond.
We have the same concerns in our home, and to some extent struggles, in properly parenting our kids and affording the “good stuff” as viewed by kids versus parents and on both ends of that continuum—and, of course, we allow occasional treats.
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