‘Ultra-processed’: Is perception reality?

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‘Ultra-processed’: Is perception reality?

27 Nov 2023

Joanie Spencer

Since 2008, Joanie Spencer has covered the retail and wholesale sides of the baking industry.
Serving associations such as the American Society of Baking (ASB) and BEMA, Joanie is also in demand as an industry presenter on bakery operations and trends. She holds a bachelor’s degree in communication from Rockhurst University and a master’s degree in journalism from the University of Missouri.

When she’s not running or playing soccer, Joanie spends her time with her husband and 11-year-old son.

WASHINGTON, DC — During the Bakers Fly-In and Policy Summit, hosted by the American Bakers Association (ABA) in partnership with the American Society of Baking (ASB) and the Retail Bakers of America (RBA) Nov. 13-15 in Washington DC, the Washington C-Suite Roundtable addressed some of the most pressing issues currently facing the baking, manufacturing and CPG industries.

Moderated by Tonya Muse, a consultant with Heidrick & Struggles, the panel included Erin Streeter, executive VP of the National Association of Manufacturers (NAM); Eric Dell, president and CEO of ABA; and David Chavern, president and CEO of the Consumer Brands Association (CBA).

One issue the panel discussed was how, in an era of heightened awareness for health and wellness, commercially produced foods are often vilified in the public eye. Specifically, the term “ultra-processed” has made its way into the American lexicon, and it could impact the regulatory view of what constitutes a healthy product.

As the industry faces potential front-of-pack labeling regulations, the term ultra-processed could be a point of contention.

“Unless it’s grown out of your back yard, every purchased food is essentially processed,” Chavern said. “There’s really no scientific meaning.”

As countries such as Colombia enact stricter labeling laws, including increased regulatory frameworks for foods labeled as ultra-processed, CBA is keeping its eye on US regulations and continuing its ongoing efforts to advocate against certain front-of-pack labeling regulations.

“It’s starting with labeling your products as ‘dangerous,’ he said. “We view this as a long-term effort.”

“Everyone is talking about manufacturing, which gives us all a lot of credibility in the conversations taking place in Congressional offices.” — Erin Streeter | executive VP | National Association of Manufacturers

But there’s good news: According to NAM, public polling is showing support for manufacturing industries.

“Members of Congress know that their voters want the industry to succeed,” Streeter said. “Everyone is talking about manufacturing, which gives us all a lot of credibility in the conversations taking place in Congressional offices.”

As these associations continue their advocacy efforts beyond the Fly-In and Policy Summit, one key to fighting labeling regulations — and the potential perceptions that come with them — includes having the right focus.

In fact, Streeter advised that keeping politics out of the conversation is one way to effect change.

“It’s not about politics; it’s really about policy,” she said. “When you talk about what you do and the implications or the positive things that happen when certain policies come your way, we can educate our legislators.”

Another strategy is inviting policymakers into production facilities.

That’s something that, prior to the pandemic, several ABA members did. Today, ABA takes advantage of the hybrid world and hosts virtual meet-and-greet events. If the association is hosting a member of Congress at its offices, ABA members in that district are also invited to join the conversation virtually.

“The member of Congress can actually see their constituents, not just other lobbyists around the room,” Dell said. “What often happens is that they will focus more on the constituents than the lobbyists. That has become really helpful in tying these issues to the individual in an efficient way.”

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