Reset the Table

Transforming the U.S. Food System

Messaging Guide
Research Findings

February 2021
Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Narrative and Messaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Defining narrative and messaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Recommended narrative and messaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Applying the narrative to specific issues. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Examples of the narrative and messaging in action. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Formative Research. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Research methodology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Key findings from the literature review, interviews, focus groups, and national survey. . . . . . . . . . . . . . . 18
Research findings applied to message framing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

The Rockefeller Foundation gratefully acknowledges the contributions

of Metropolitan Group to the development of the narrative and messaging described
here and of Global Strategy Group for supporting the research that informed it.

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Introduction
In late 2019, The Rockefeller Foundation began a journey to develop a new
initiative focused on transforming the food system in the United States to be
more nourishing, equitable, and sustainable.

Little did we know that less than a year after embarking on this effort, a global pandemic would aggravate and
make more visible the very challenges in the food system that we intended to address, and make the impact of
those challenges more striking, urgent, and glaringly disproportionate. As nutrition insecurity skyrocketed in the
spring and summer of 2020, it became clear that Covid-19 and the resulting economic downturn would exact a
devastating toll that would weigh more heavily on communities of color and Indigenous communities.

In shifting our focus as a Foundation to respond to the immediate needs created by Covid-19, we did not want to
lose sight of the need for long-term, fundamental change in the United States food system. We recognized that
the very inequities and challenges our long-term work identified were made more evident by the pandemic. In our
engagement with diverse stakeholders, it was clear that addressing immediate needs during the pandemic and
economic downturn—and rebuilding a better and more equitable food system as we recover from them—would
both require and drive systemic changes.

One of the consistent needs we’ve heard expressed by those

seeking to transform the food system is a shared narrative to
motivate and sustain the needed changes in the system. Drawing
on national qualitative and quantitative research conducted in
One of the consistent needs
late 2019 and early 2020 (to be shared later in this document), we we’ve heard expressed by
articulated a narrative and message framework focused on the those seeking to transform
long-term transformation needed in the food system. In this guide,
we introduce the narrative and message framework we developed
the food system is a shared
and have deployed, and we describe the research we conducted narrative to motivate and
and what we learned from it. We are sharing the results of our sustain the needed changes
narrative work to help support efforts by diverse champions,
organizations, and coalitions to make our food system more
in the system.
nourishing, equitable, and sustainable.

We also adapted and iterated that framework, and developed

and field-tested messages throughout 2020, responding to the
evolving circumstances presented by the pandemic, economic downturn, and racial justice reckoning being
experienced in the United States. This kind of adaptation and iteration is not unique to our present circumstances;
it is a tried-and-true approach to create and refine narrative and message frameworks that are designed to advance
long-term change while providing flexibility to respond to changing realities.

We share all of this—including our formative research—in the hope that others will take advantage of what we’ve
learned—and the messaging resulting from it—to support their own efforts to transform the U.S. food system to be
nourishing, equitable, and sustainable for everyone.

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 Narrative and
Messaging

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Defining narrative and messaging
In our exploration of narrative and messaging to support efforts to transform the
food system in the United States, we were supported by Metropolitan Group, a
strategic and creative consulting agency, in applying their social impact approach
to narrative and message framing.

Their approach* recognizes that narratives are an articulation of a particular way of seeing the world, issues, other
people, and more that is accepted and adopted by a critical mass of people. Narratives can reflect the full range of
ideologies and perspectives. For example, in the context of the current pandemic, one narrative posits that wearing
a mask is an act of patriotism, while another reflects the belief that it represents government intrusion on individual
liberty.

The narratives we accept—and those we reject—reveal something about what we believe and the core values that
drive us. They also play a key role in whether we believe information that is presented to us and our likelihood of
taking action.

Narratives are advanced by storytelling, which can occur both literally (via social media, pop culture, word-of-
mouth, and tradition handed down from one generation to another) and figuratively (through the built environment
in what is memorialized in statuary, how cities are planned, the policy choices determining public investment in
some communities and disinvestment in others, etc.).

In our case, we set out to identify a core idea to serve as the foundation for our narrative, and then to articulate
a message framework to advance that narrative. Recognizing that the most successful narratives are those that
inspire organic storytelling from many directions that aggregates to advance the same core idea, we are hopeful
that the narrative and messaging in the pages to follow will inspire others to share their own stories in ways that
reflect this core idea.

While there are many different approaches to developing a message framework, we employed an approach that
identified the following:

Core The core takeaway message we wanted to leave with people.

Problem A definition of the problem facing the country as a consequence of the deficiencies in the
U.S. food system.

Impact Explanation of the impact of the food system on people and the planet.

Solution Identification of the solution to the problem previously defined.

Call to action A general call to action to advance the identified solution.

* www.metgroup.com/ideas/voice-shifting-narratives-to-create-a-just-and-sustainable-world/

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Recommended narrative
and messaging
The narrative and message framework articulated below reflect both foundational
elements identified in the research and lessons learned from real-world
application of the messaging in the course of 2020, as the pandemic, economic
downturn, and racial reckoning continued.

The narrative reflects core elements that research showed resonated most powerfully in increasing understanding
of the importance of our food system and the need to make fundamental changes to it. Described in more detail on
Pages 17–26, the key takeaways from the research include the following:

• The core values of family and community, equity and fairness, and legacy and stewardship resonate and
provide the context in which information about the food system is considered.

• The food system is generally understood. As a result, it was not necessary for us to define the food system in
the context of the message framework.

• The notion of healthy food resonates and is broadly defined and well understood.

• People are deeply connected to food. They believe it is important; often have personal and cultural associations
with it; and a significant portion of the population is ready to be activated or is persuadable to be activated to
transform the food system.

• While there are deep concerns about the efficiency and level of waste in the food system, people want to
believe that change in the food system is possible.

• There is concern about hunger and affordability when it comes to food, but much less concern about nutrition
(which is seen as an individual responsibility). To motivate systems change, narrative, and framing for nutrition
efforts must focus on community and shared responsibility.

• While the public can easily understand the connection between the food system and health, there is much less
understanding about the impact the food system has on our natural resources and the environment. For this
reason, we felt it was important to include content that made that connection more explicit.

The message framework also reflects a spirit of hope and a call to collective action that resonated powerfully
across our research.

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 Narrative
Working together, we can transform
our food system to promote the health
of all people and our planet.

Message framework

Core Every child and every community deserves a food system that
delivers affordable, nutritious food that protects their health and our
natural resources.

Problem But today, much of the food system we rely on is failing us. Too much
of our food is unhealthy, goes to waste, or doesn’t get into the hands
of people who need it most. And it’s produced by a system that
favors profits over people, promotes too many unhealthy foods, and
produces food in ways that put people (including those who work in
our food system) and our natural resources at risk.

Impact That hurts all of us, our economy, and our planet. Today, the food
system increases the risk of chronic disease, cuts years off our lives,
puts a strain on our healthcare system, and raises health costs for
everyone. The system keeps frontline food workers in poverty and
drives small family farmers, farmers of color, and Indigenous farmers
out of business and off their land. And the way food is produced is a
huge contributor to the environmental challenges we face.

Solution All over the country, people and communities are taking steps to
make our food system work better for everyone, and to make sure the
food it provides is healthy, accessible, and affordable for all.

Call to Working together, we can transform the food system to meet the
action challenges we face today, while ensuring a stable, equitable, and
sustainable supply of healthy food for our children and grandchildren.

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 Each element of the narrative and message framework was intentionally designed to
reflect the findings from the research conducted, including the key takeaways referenced
above, as shown below relative to the narrative statement:

Working together, we can transform

our food system to promote the health
of all people and our planet.

• Reflects the identified core values of community, equity, and stewardship.

• Communicates that change in the food system is possible.

• Connects to strong motivation for changes in the food system to positively impact
health and understanding of the health benefits those changes can manifest.

• The reference to the planet serves to increase understanding of the impact of the food
system on our natural resources.

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 Below we provide data from the research that supports the narrative:

Reflects the optimism that pervades the research: People 52% of survey respondents
want to believe change in the food system is possible. selected ”transforming” as
the word to describe the
63% of people most likely to support food system change that needs to happen
transformation strongly agree that it can be accomplished by to the U.S. food system.
working together.

Focus group participants are skeptical that any one person

could make a meaningful difference, but they recognize the
power of collective action.

Working together, we can transform

our food system to promote the health
of all people and our planet.

Survey participants and focus Messaging 69% of people most likely to support
group respondents are able grounded in the food system transformation (and 48%
to generally describe the core value of of respondents overall) strongly agree
“food system” even if the equity generates that our food system is producing
term is new to them. the strongest too many foods that are unhealthy,
movement and that it produces and transports
• “The growing, distribution,
in a positive food in ways that are bad for the
and consumption of food.”
direction environment.
– Survey respondent
in terms of
67% of people most likely to support
• “How food is grown, perceived
food system transformation (and 49%
harvested, and then how importance of
of respondents overall) strongly agree
it eventually makes its way transforming the
that we can make better use of the
into stores and into our food system.
billions we spend on our food system
homes.”
to produce food that is not only
– Survey respondent
healthier for us but also better for the
environment.

For a more detailed explanation of how research informed each layer of the message
framework, please see Pages 27-31.

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Applying the narrative to
specific issues
The language employed in the message framework presented on Page 7
is intended to provide guidance and inspiration for the development of
communication content (e.g., blogs, social posts, policy papers, press releases).
It is not necessarily expected to be used verbatim, although it can be. The
framework can also be used to inspire messaging on specific issues, as reflected
in the examples below:

School meals

Core Every child and every community deserves a food system that delivers affordable, nutritious
food that protects their health and our natural resources.

Problem But today, much of the food system we rely on is failing us. Too much of our food is unhealthy,
goes to waste, or doesn’t get into the hands of people who need it most. And it’s produced by
a system that favors profits over people, promotes too many unhealthy foods, and produces
food in ways that put people (including those who work in our food system) and our natural
resources at risk.

Impact That hurts all of us, our economy, and our planet. Today, the food system increases the risk
of chronic disease, cuts years off our lives, puts a strain on our healthcare system, and raises
health costs for everyone. The system keeps frontline food workers in poverty and drives small
family farmers, farmers of color, and Indigenous farmers out of business and off their land.
And the way food is produced is a huge contributor to the environmental challenges we face.

Solution All over the country, people and communities are taking steps to make our food system
work better for everyone, and to make sure the food it provides is healthy, accessible, and
affordable for all.

Call to Working together, we can transform the food system to meet the challenges we face today,
action while ensuring a stable, equitable, and sustainable supply of healthy food for our children
and grandchildren.

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 Racial justice and equity

Core The pandemic and resulting economic downturn exposed the persistent and deeply
damaging inequities in the U.S. food system that we must address as a country.

Problem Since the pandemic began, food insecurity in the United States has increased in all
communities, but more so in communities of color and Indigenous communities. Black,
Latinx, and Indigenous farmers often cannot access the credit, loans, or subsidy programs
on which so many small farm owners rely to survive and provide for their families. And fast
food and junk food are more aggressively pushed to communities of color and Indigenous
communities, and affordable healthy food is less accessible.

Impact People of color and Indigenous people are more likely to suffer negative health outcomes
because of the food system, increasing their risk of chronic disease and early death. In the
food industry, Latinx and Black workers report earning lower wages and encountering more
barriers to accessing jobs. These economic inequities cause families of color to be twice as
likely to struggle with food insecurity as white families.

Solution We must make fundamental changes in our food system to ensure racial justice and equity
for consumers, food system workers, and farmers from communities of color and Indigenous
communities.

Call to Together we can create a more equitable food system that promotes shared prosperity
action throughout the system. Providing fair wages and more robust workforce protections, access
to credit and debt relief, and stimulus relief to workers and farmers from communities of color
and Indigenous communities are essential steps in that direction.

Food is medicine

Core Every person deserves the opportunity to access the healthy food they need to lead a healthy life.

Problem Our current food system puts healthy food out of reach for tens of millions of families due
to their higher cost, and it promotes unhealthy foods that put people at greater risk of diet-
related illnesses.

Impact Today, the food system increases the risk of chronic disease, cuts years off our lives, and is
the leading cause of death and disability worldwide. It puts an immense strain on our
healthcare system and raises health costs for everyone, adding up to hundreds of billions of
dollars every year.

Solution By ensuring that everyone has access to affordable, healthy food, we can promote healthier
people and communities while reducing the burden on our healthcare system.

Call to Together we can support produce prescription programs; require healthier food through
action major institutional purchasers, like school and hospital systems; integrate the concept of food
as medicine into health care; and incentivize the production and consumption of healthier
food. Doing this will create a healthier future for our children and grandchildren.

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 Food system workforce and farmers

Core Food system workers are on the front lines in promoting health in ways that directly address
the key challenges we face today, and they deserve to be protected and treated equitably.

Problem Farm and food industry workers are among the most vulnerable to being negatively impacted
by chronic disease and Covid-19, downturns in the economy, social and racial injustice, and
accelerating climate change.

Impact Because of low wages in the agriculture, retail, and foodservice sectors, food system workers
are twice as likely as other workers in the United States to rely on SNAP and other nutrition
security programs to feed their own families. And in a system that favors profits over people,
small family farmers, farmers of color, and Indigenous farmers are put out of business and
forced off their land.

Solution By transforming the food system to ensure greater equity and shared prosperity throughout
the system, we can protect the health of frontline food system workers and the livelihoods of
our country’s farmers.

Call to Working together, we can support living wages for these essential workers, enforce safety
action regulations, provide credit and debt relief to farmers and ranchers, and link local and regional
producers to existing nutrition programs in their communities.

Environmental sustainability

Core We all deserve a food system that protects our health and the health of our planet.

Problem Today, the food system hurts not just the health of people, but also the sustainability of our
natural resources. Beyond the fact that one-third of the food produced in the United States
goes to waste, food production, processing, and transportation has become one of the
primary causes of the environmental damage being done to our planet.

Impact The current design of our food system is responsible for widespread deforestation, loss of
biodiversity, water pollution, and up to 25 percent of greenhouse gas emissions. Climate
change not only threatens our planet, it also makes food insecurity worse and deepens
existing inequities in the food system.

Solution We can build a more sustainable and resilient food system by reinvigorating and reinvesting in
regional and local food systems, and by creating and enforcing policies that more effectively
protect our natural resources and reduce the environmental impact of the food system.

Call to Adjust policies to support changes to the food system that promote both human and
action environmental health, including reductions in carbon emissions and investment in the
resilience of local and regional food systems to shorten distribution chains and reduce the
impact of transportation.

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Examples of the narrative and
messaging in action
The message framework can also be used to develop social posts, quotes
for news releases, fact sheets, blogs, etc. Here are a few examples from the
Foundation’s own communications:

In Reset the Table: Meeting the Moment “Working together, we have the opportunity and the
to Transform the U.S. Food System, this obligation to transform the U.S. food system to make
sentence captures the essence of the it more efficient, equitable, healthy, and resilient,
narrative statement of our message both in good times and bad.”
framework.

This blog post from The Rockefeller “Access to affordable healthy food should be
Foundation captures both the core value available to every child and family. Tragically, it is not,
of our message framework (“should be even here in one of the richest countries on earth.”
available to every child and family”) and
the problem statement (namely, that
“access to affordable healthy food is not
universally available”).

The Rockefeller Foundation’s Facebook “Whether or not schools reopen for in-person classes
post at right reflects the core value of the this fall, every child should have access to the
message framework (“every child should nourishing food they need to be healthy and succeed
have access”), the problem statement academically. Enabling schools to provide free meals
(“rising levels of hunger”), the solution
to all children is a critical step to fight rising levels
(“enabling schools to provide free meals to
of hunger across the U.S. Share this message with
all children”), and a call to action (“share
your friends to raise your voice to help ensure that
this message with your friends”).
children and families are fed.”

This tweet articulates the core value of the “Last week’s @USDA announcement of extended
message framework (“every child deserves school lunch waivers was a great victory. Every child
access”), acknowledges the solution deserves access to healthy school meals. Now let’s
(“school lunch waivers”), and delivers a aim for a true universal school meal program that
call to action (“let’s aim for a true universal
can serve all children with healthy, sustainable, and
school meal program”).
equitably sourced food. #NSLW2020”

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In addition to the Foundation’s own messaging, the narrative and core message
framework shown on Pages 6-9 builds on messaging already being used by
organizations in the field to promote transformation in the U.S. food system. Here
are some examples of similar messaging that has been employed by others:

In describing its vision, the HEAL Food “We believe that all people and all communities
Alliance expresses a universal core should have the right to produce, procure, prepare,
value (“all people and all communities share, and eat food that’s nutritionally and culturally
should have the right”), and defines the appropriate, free from exploitation of themselves
problem (“exploitation”) and the solution
and any other people, and to be in their full power in
(“nutritionally and culturally appropriate
harmony with the rest of the natural world.”
food produced in harmony with the rest of
the natural world”).

In its blog post, “How Racism Shows Up in “To this day, migrant workers make up a majority of
the Food System,” FoodCorps powerfully farmworkers, where they are chronically underpaid,
documents the disparities and inequity forced to work in unsafe conditions, and often
in the food system and the impact of unable to put food on their own tables. Industries like
those inequities on the food system and
meatpacking plants are primarily staffed by BIPOC,
farmworkers, and on farmers themselves,
whose role in the professional hierarchy leaves them
that inspired the problem and impact
unable to advocate for fair wages or safer working
statements in our message framework.
conditions. Even BIPOC farmers face economic
obstacles and racist discrimination while trying
to navigate increasingly complex supply chains,
particularly those breaking into large-scale farming.”

This tweet by the Urban School Food “In the US, we put the financial burden
Alliance also reflects the core value of the of #schoolmeals on children. We need
message framework (“ensure all students #UniversalFreeMeals to break the stigma & ensure
have a healthy future”), identifies the ALL students have a healthy future.”
problem (“we put the financial burden on
children”), and states the solution (“Break
the stigma & ensure all students have a
healthy future”).

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In describing its Food is Medicine Initiative, “Though food is the culprit, it can also be the cure.
the Aspen Institute uses language Food and nutrition interventions can aid in prevention
that advances several aspects of the and management, and even reverse chronic disease.
suggested message framework, including Introduced at scale, proven interventions could save
the problem (the connection between
millions of lives and billions in healthcare costs
food and chronic disease), the impact
each year.”
of the problem (“millions of lives and
billions in healthcare costs”), and the
solution (introducing food and nutrition
interventions at scale).

In this tweet, the Food Research & Action “As we begin a new year, we look forward to working
Center addresses the inequity in the food with Congress and the Biden-Harris Administration
system (reflected throughout the message to strengthen the federal nutrition programs & other
framework) and delivers a call to action proven solutions that help address our nation’s
(“strengthen the federal nutrition programs
long-standing inequities.”
& other proven solutions”).

In describing its purpose, Danone North “It is increasingly clear that our global food system ...
America employs language that inspired requires a more sustainable path forward. As a result,
the message framework, including the many of us are giving more thought to what we eat
problem (“our food system is in need of and drink—and understanding how it impacts our
repair”), the solution (“a more sustainable
health, the environment and the communities around
path forward”), and the call to action
us. We make decisions with the long-view of future
(making decisions to benefit future
generations in mind to benefit people and
generations and the planet).
the planet.”

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 Formative
Research

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Research methodology
The narrative and message framework described in this guide were developed
based on input and insights from a comprehensive research process undertaken
by the Foundation in late 2019 and extending into the first quarter of 2020.

This research included the following:

Literature Comprised of over 90 documents from internal and external resources, as well as documents
review discovered during online exploration. See appendix for a list of resources reviewed.

Executive Seventeen interviews were conducted with a range of practitioners, advocates, policymakers,
interviews and researchers whose perspectives provided insights on institutional purchasing, public
health, health systems, research, narrative change, social justice, policy, environmental justice,
and more.

National An online survey was conducted with 1,587 U.S. adults nationwide with an aim of
survey understanding how Americans prioritize nutrition and food-related issues and uncovering
compelling language to support the Foundation’s mission of advancing a more nourishing and
sustainable food system. The survey was designed, fielded, and analyzed by Global Strategy
Group.

Focus Six focus groups, each with 10-12 participants, were conducted in three locations: Los Angeles,
groups Calif., Greensboro, N.C., and St. Paul, Minn. Two groups were held in each location: one group
with participants who identified as being active in their communities and having taken action
on issues of importance to them, and a second group with grassroots influencers who work
in sectors relevant to issues of nutrition and the food system (e.g., health care, restaurants,
supermarkets, food industry, farming and agriculture, education).

The narrative and messaging recommended in this guide should be viewed as they were originally intended;
namely, as the foundation for communication to be deployed over a 5- to 10-year time frame in motivating
transformation of the U.S. food system. Since the research to inform this narrative was completed in mid-February
2020 (before the likely impact of Covid-19 was fully understood), it provides a benchmark and likely more
evergreen perspective on awareness and understanding related to the food system before the pandemic drew
heightened attention to the food system resulting from food shortages and increased food insecurity.

In addition, police brutality of late spring and early summer 2020 increased the focus on systemic racism
throughout the country, including the food system. It would be prudent at some point to revisit this research to test
whether the issues explored are seen in a different light based on the dramatic changes experienced by people and
communities related to the food system and inequity and racial injustice in 2020.

The tailoring of messaging to meet specific moments, and evolution of the framework to respond to changing
realities (e.g., a global pandemic), are both expected and beneficial in any narrative change effort. The application
of this narrative through 2020 took into account the current context, and message frames were refined to be
relevant to the moment.

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Key findings from the literature review,
interviews, focus groups, and national survey
People are deeply Overall, there is a bankable sense of hope that change within the food system is
connected to food possible, despite the fact that people see the system as big and complex. Focus
group participants and many executive interview participants noted a sense of
and want to believe
generational hope, and perceive the younger generations to be more connected
that change in the
to, knowledgeable of, and passionate about addressing the negative human and
food system is environmental impacts the food system has caused.
possible.
• “There is a more conscious and socially focused younger generation
that makes me feel very hopeful. We don’t have to live in a food
system this way.”
• – Los Angeles focus group participant, grassroots influencer

• “People are generationally more interested in nutrition now ... and

the generations younger than me are getting so revved up about
climate change ... they have more of a social justice framework too,
systems thinking. ...”
• – Executive interview participant

The bottom line is that everyone cares about food: It’s personal, cultural, and
connects to deep heritage and traditions. There is an incredible opportunity
to educate around who and what is part of the food system, and to reposition
nutrition and food as a joyful, tasty, and exciting issue that we are capable of
transforming.

• “Nutrition from a healthcare perspective is lackluster—uninspiring—

and it’s associated with messages of restriction rather than joy and
sustainability around food. How can we make nutrition an appealing
and joyful thing?”
• – Executive interview participant

41% of people are Analysis of our survey data shows that approximately 41% of the population
primed to take action whose values, level of concern, and likelihood to take action are in line with this
effort are primed to transform the food system. People who fall into this “base
to transform the food
stakeholder” category are more likely to reflect one or more of the following
system.
demographic characteristics:

• Black/African American and Latinx individuals

• Women, particularly Black women and mothers, over the age of 45
• Democrats
• People who live in the Western United States

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Another 26% of The survey also revealed that there is a group of people who are ready to take
the population is action, and for whom exposure to the messaging increases their likelihood to
engage on the subject. People who fall into this “persuadable” or “swing” category
persuadable to take
are more likely to reflect one or more of the following demographic characteristics:
action to transform
the food system. • People living in rural areas
• People over the age of 55
• Non-college graduates
• Independents/Moderates
• People who live in the Northeast

Equity and family/ The survey was the first piece of research that revealed the values that people
children rise to the identify with, connect to, and that motivate action related to the food system. These
values were explored more deeply in the executive interviews and focus groups,
top of core values
and held up throughout the research. The two most prominent values were equity/
associated with
fairness and protection of care and children, high priority U.S. values that in our
the need to make experience cross ideological lines.
changes in the food
• 74% of base stakeholders and 53% of respondents overall find it very convincing
system.
that we owe it to our children and grandchildren to update the way we produce
and distribute food in this country to ensure we have a stable supply of healthy
and nutritious food for the future.

Overall, the equity frame was what tested the strongest and generated the most
movement in a positive direction in the survey in terms of perceived importance
around updating the food system.

• 72% of base stakeholders find it very convincing that every child and every
community deserves the opportunity to access healthy food at affordable prices.
•

Most effective solution statements “Very convincing”

Overall Swing Base

(FAMILY/CHILDREN) We owe it to our children and 53% 47% 74%

grandchildren to update the way we produce and
distribute food in this country now to ensure we have
a stable supply of healthy and nutritious food for the
future.

(FAIRNESS) The way we produce and distribute 52% 51% 72%

food can make it harder for some children and
communities to access healthy and nutritious food,
and that’s unacceptable. Every child and every
community deserves the opportunity to access
healthy and nutritious food at affordable prices.

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Equity and family/children
Most effective solution statements “Very convincing”
rise to the top of core
values associated with the Overall Swing Base

need to make changes in

(EFFICIENCY) We can make better use of the billions 49% 46% 67%
the food system. (cont.)
of tax dollars we currently spend on our food system
to produce food that is not only healthier for us
but better for the environment. At the same time,
we could reduce the billions spent today on health
care, lost productivity, and environmental impact
associated with our current food system.

(COMMON SENSE-PERSONAL HEALTH) It makes 49% 53% 67%

sense that producing and distributing food in a way
that emphasizes food grown locally, while using
cleaner technology and more natural processes,
would be helpful for us. To make that possible, we
need to update our current food system.

Other values that were prominent across the research include community (people
often think about the issues they face not just in terms of themselves and their
families, but in terms of their community), a “back to basics”/common sense value,
and efficiency (food waste, enough food being produced but not getting to all
people, etc.).

When talking (The general public focus groups were intentionally recruited to include a diversity
about the issue of political perspectives, and we saw positive responses from all participants using
this framing.)
and probing on
what motivates • “Coming from a healthcare background of 22 years, I do see … (that) the
people to engage, healthcare costs and things compound, and they’re getting more, and it
the economic is a drain on the healthcare system when we’re back in and back out of
framing (e.g., the the hospital.”

financial burden • – St. Paul focus group participant, grassroots influencer

on health care that • “We spend $1 billion a day. Every day we spend $1 billion on preventable
the food system health care. It would behoove us to take a fraction of that money to make
causes) is found sure people can eat healthily.”
to be compelling • – Los Angeles focus group participant, grassroots influencer
evidence across the
political spectrum.

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The general In both the national survey and in focus groups, when people were asked what
public has a basic comes to mind when they hear “food system,” it is clear that the concept is
generally understood, even though (as reflected in the survey) it may not be top-
understanding of
of-mind for most.
the food system
even though it’s not • “The elements of food distribution that start at the farm and go
top-of-mind. through processing, harvest, packaging, and distribution to stores”
• – Survey respondent

• “From farm to table, the entire agricultural network that goes through
intermediaries like grocery stores and food banks, etc.”
• – Survey respondent

The word cloud below represents the words commonly used when survey
participants were asked to describe the food system in the United States.

Interestingly, research revealed that everyone has a different definition of the

food system, and although people can produce a relatively comprehensive and
accurate definition of it, what people often miss is how the food system impacts
the people working within it.

• “The cheapness of food in front of us is not seen by most Americans

in terms of the poor communities that are incurring that cost. We pay
a dollar for an avocado, but we don’t see how that cheap avocado
translates to the people who bear the cost. People are disconnected
from the food they eat and impact it has on their environment and
communities.”
• – Executive interview participant

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The notion of We tested a variety of ways of referring to food including “healthy,” “nutritious,”
“healthy food” “protective,” etc. Of these, “healthy” foods resonated strongest and evoked the
widest understanding of what was meant. For example, in focus groups, when
resonates
people were asked what foods they thought of when they heard the term “healthy”
and is broadly
foods, the following items were listed frequently:
defined and well
understood. • Greens
• Beans (sometimes referenced as legumes broadly)
• Fish
• Fruit
• Nuts and seeds
• Whole grains

People understand Broadly speaking, the connection between health impacts and food/the food
how the food system is understood and compelling to people. Although much less referenced
than health, people also made connections between the food system and waste,
system impacts
and honed in on inefficiency and waste as the reason why the food system is
health, but have
perceived to be broken.
a hard time
connecting the The research also shows that the connection between the environment and the
food system is much less understood and compelling. While there was general
food system to the
agreement that the food system is not meeting our needs and should be updated,
environment.
the negative impact on the environment was not a primary driver for the reason why.

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There is concern The survey gauged people’s perceptions of hunger, nutrition, the environment, food
about hunger and safety, and more. When asked to indicate level of concern toward a particular issue,
both poverty and hunger were found to be much more concerning issues than
affordability of
nutrition or access to high quality food—the two topics with the lowest rankings. It
food, but much
is important to note that the survey was conducted before the Covid-19 pandemic
less concern about and economic downturn had taken place. It is possible that nutrition and access to
nutrition and high quality food became more of a concern as 2020 progressed and the pandemic
accessibility. and economic downturn worsened.

Which of the following issues is very concerning to you?

Gun violence 62%

Poverty 57%

Hunger 54%

The environment 54%

Education 51%

Affordability of food 50%

Personal health 50%

Food safety 49%
The economy 49%
Jobs 41%
Nutrition 37%
Access to high quality food 37%

Perhaps connected to this, the research showed that general confusion exists
around food and nutrition, rooted in a lack of nutrition science, the presence of
changing fad diets, and “silver bullet” foods that make us healthy. Connected to this
generalized confusion, people are unclear about who to trust and what information
is accurate.

• “One of the main narratives I hear is around “silver bullet fixes,” or

people thinking: If I do one thing different with my diet, then I will
fix my health, like eat paleo, plant-based, vegan…”
• – Executive interview participant

• “People hold their own beliefs about food and it doesn’t matter
what science says. … Science is complicated and it always
changes in terms of what’s good for me, bad for me, right,
wrong...”
• – Executive interview participant

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Affordability is seen People perceive affordability by and large to be the biggest barrier to achieving
as a key problem transformation of the food system. When people spoke about affordability, it
reinforced the prominent equity frame that surfaced in the survey; thinking about
in the current food
the cost of food moves people away from a focus on individual responsibility and
system and the
puts them in a mindset of thinking about the system in which they live and operate.
biggest barrier to
making changes in • “I’ve got two boys that are teenagers and I’ve got to figure out
consumption. ways to feed them on a budget. ... I don’t know how anyone can
afford to buy organic food.”
• – St. Paul focus group participant (general public)

The government As reflected in the chart on Page 25, small family farmers and ranchers, health
and food industry providers, and scientists and researchers are seen to have the most powerful impact
on the way we produce, distribute, and consume food in the United States. The U.S.
are perceived
government and key players in the food system (i.e., large food manufacturers, the
negatively overall.
restaurant industry, and food transporters) are seen as much more negatively. In
focus groups, people described large-scale agricultural food corporations as the
problem, and at times referred to corporations using vilifying language.

• “Profits over people, profits over health.”

• – Los Angeles focus group participant, general public

• “Companies that are producing food, they want to do it as cheaply

as possible, so they can make a good profit. They might not be as
concerned about what they’re putting in the food, just to make
more money.”
• – Los Angeles focus group participant, general public

• 68% of base stakeholders and 50% of survey participants overall strongly agree
that special interests and lobbyists in the food system are focused solely on
maximizing their own profits.

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 While perceptions of the U.S. government’s impact is almost evenly split between
positive and negative, some specific government entities (i.e., the USDA and
the FDA) are perceived to have much more positive impact. Importantly, the
government is also seen to be a key part of the solution.

• As shown in the chart below, 52% of those surveyed believe government funding
or subsidies for healthy food would help a lot to promote our health and the
environment.

• Across the focus groups, “The government should subsidize foods that are
healthier for us” and “The government should subsidize foods that are healthier
for the environment” were both solutions that tested extremely well (76% of
respondents selected the first option as a solution they agreed with, and 64% of
respondents selected the second option as a solution they agreed with).

Who is perceived to have positive and negative impact on the way

we produce, distribute, and consume food in the U.S.?

Small family farmers and ranchers 6 94

Ranchers 11 89
Health providers (e.g., nurses, doctors, etc.) 12 88
Scientists and researchers 18 82

U.S. Department of Agriculture 18 82

Food and Drug Administration 22 78
Supermarkets and grocery stores 24 76
Individual consumers 25 75
Schools 29 71
Corporate farming and livestock
producers 30 70
Medicaid and other government health insurance 32 68

Food transporters (e.g., rail, trucking) 37 63

Restaurant industry 38 62
U.S. government 47 53
Large food manufacturers 48 52

Negative Positive

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Systemic Individual responsibility is a powerfully resonant idea in the United States, reflecting
solutions are seen deep-seated values of privacy and freedom and mirrored in meta-narratives about
“Big Brother” and the “nanny state.” When the concept of individual responsibility is
as important,
triggered, it is extremely difficult to shift the focus to systemic causes or solutions.
although the
notion of individual In our research, the concept of individual responsibility arose time and again,
responsibility is mostly in the context of diet (a term we avoided since it inevitably led to a default
to blaming individuals) and nutrition. As shown in the chart below, “individuals
powerful.
making informed choices” was seen as the best way to promote our health and
the health of the environment. In focus groups, when the conversation was framed
more explicitly around systemic challenges in the food system and the need for a
comprehensive approach to address them, the default to individual responsibility
was less reflexive.

Nevertheless, there was strong endorsement of more systemic solutions, including

schools serving healthier meals to children and in low-income schools; healthier
food purchasing by large institutions (e.g., school systems, hospitals, corporations);
and government subsidies for foods that are healthier for people and the
environment.

Some systemic solutions (e.g., authorizing healthcare providers to write

prescriptions for healthy produce) were met with skepticism, mostly because they
were not widely known or understood. When provided with additional context and
explanation, support was seen to increase for these systemic solutions.

Which of the following would help a lot to change the way

we produce, distribute, and consume food in the U.S.
to promote our health and the environment?

Individuals making informed choices 65%

Schools serving healthier meals 64%
Large institutions serving healthier foods 59%
Government helping to fund or subsidize production of healthier food 52%
New business innovations focused on healthier, more sustainable food 51%
Placing limits on salt, sugar, and other additives used by food producers 48%
Placing limits on advertising of unhealthy food to children 43%
Doctors encouraging their patients to eat healthier food 40%
Major new investments in scientific discovery 39%
Warning labels on unhealthy foods in supermarkets and restaurants 37%
Doctors writing prescriptions for healthy food for their patients 32%
Raising prices on foods that are unhealthy 27%
Increasing sales taxes on foods that are unhealthy 25%

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Research findings applied
to message framing
As described on Page 9, each concept articulated in the narrative and message
framework is grounded in the research described on previous pages. Below, we
note data from the survey and focus groups we conducted to justify key elements
of the message framework. Key words/concepts and their supporting data are
shown in the same colors.

Core message

Reflects core value of family, which Messaging grounded in the core value
resonated across the research. of equity generates the strongest
movement in a positive direction in terms
74% of people most likely to support
of perceived importance of transforming
food system transformation (and 53%
the food system.
of respondents overall) find it very
convincing that “we owe it to our 72% of people most likely to support
children and grandchildren to update the food system transformation (and 52% of
way we produce and distribute food in survey respondents overall) find it very
this country to ensure we have a stable convincing that every child and every
supply of healthy and nutritious food for community deserves the opportunity
the future.” to access healthy and nutritious food at
affordable prices.

Every child and every community deserves a food system

that delivers affordable nutritious food that protects their health
and our natural resources.

75% of survey respondents say the cost 69% of people most likely to support
of healthy food is a major cause of poor food system transformation (and 48%
nutrition. of respondents overall) strongly agree
that our food system is producing too
69% of survey respondents say they think
many foods that are unhealthy, and that
about the cost of food “a lot” in making
it produces and transports food in ways
choices about what to buy and eat for
that are bad for the environment.
themselves and their families.

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Problem

80% of survey respondents say the word “wasteful” 64% of survey

defines the country’s food system well and that food participants exposed
doesn’t get into the hands of people who need it most. to the “reliance”
message said it was very
75% of survey respondents believe too much food is
convincing in making the
highly processed and unhealthy, leading to poor and
case for making changes
inadequate nutrition.
in the food system.
“I feel like our food system … is kind of broken.”
– Focus group participant, Minneapolis

But today, much of the food system we rely on is failing us.

Too much of our food is unhealthy, goes to waste, or doesn’t get into
the hands of people who need it most. And it’s produced by a system
that favors profits over people, promotes too many unhealthy foods,
and produces food in ways that put people (including those who work
in our food system) and our natural resources at risk.

90% of survey respondents agree that 91% of survey respondents agree that
the food industry is focused solely on the overproduction and over-marketing
maximizing their own profits and is of processed foods with little or no
putting our health at risk in the process. nutritional value—especially to children—
is one of the biggest public health
88% of survey respondents agree that the
challenges we face as a country.
food industry cares more about profits
than the environment.

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Impact

Messaging grounded in 91% of survey respondents agree that the over-

the core value of equity production and over-marketing of processed
generates the strongest foods with little or no nutritional value—especially
movement in a positive to children—is one of the biggest public health
direction in terms of challenges we face as a country.
perceived importance of
87% of survey respondents agree that our food
updating the food system.
system costs us billions in health care, lost
productivity, and environmental impact.

That hurts all of us, our economy, and our planet.

Today, the food system increases the risk of diabetes and chronic
disease, cuts years off our lives, puts a strain on our healthcare
system, and raises health costs for everyone. The system keeps
frontline workers in poverty and drives small family farmers, farmers of
color, and Indigenous farmers out of business and off their land.
And the way food is produced and transported is a
huge contributor to the environmental challenges we face.

94% of survey respondents agree we 87% of survey respondents agree that

need to do more to support small family the food system produces and transports
farms, and current policies favor big food food in ways that are bad for the
and agriculture companies over smaller environment.
family operations.
88% of survey respondents agree that
the food industry cares more about
profits than the environment.

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Solution

77% of survey respondents were convinced that innovation and ingenuity could make
our food system better to meet today’s needs.

While focus group participants were generally skeptical of being able to change
something as complex as the food system, they wanted to believe there was something
that could be done, and were energized by examples of how consumers have driven
changes in the food system.

All over the country, people and communities are taking steps to make
our food system work better for everyone and to make sure the food
it provides is healthy, accessible, and affordable for all.

87% of survey respondents agree that we Concern about the affordability of

can make better use of the billions we healthy food was observed across the
spend on our food system to produce research.
food that is not only healthier for people,
86% of survey respondents agree
but also better for the environment.
that every child and every community
deserves the opportunity to access
healthy and nutritious food at affordable
prices.

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Call to action

63% of base stakeholders strongly agree 52% of survey respondents selected

that working together, we must take ”transforming” as the preferred verb
control of the food system. to describe the change that needs to
happen to the U.S. food system.
Focus group participants are skeptical
that any one person could make
a meaningful difference, but they
recognize the power of collective action.

Working together, we can transform the food system to meet

the challenges we face today, while ensuring a stable, equitable, and
sustainable supply of healthy food for our children and grandchildren.

This language 90% of survey respondents are convinced that we owe it to

is a reflection of our children and grandchildren to update the way we produce
the increased and distribute food in this country to ensure we have a stable
recognition of supply of healthy and nutritious food for the future.
the impact of the
80% of survey respondents are convinced that the food we
food system on
produce should be made and grown in ways that protect our
health, equity, and
natural resources and the environment.
the economy as a
result of the global 75% of survey respondents are convinced that we should
pandemic. expect the food produced by our food system to be healthy
and nutritious.

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rockefellerfoundation.org