Saving the planet, regenerating agriculture and soils, having a positive impact on the climate, taking care of consumer health, lifting women and children out of poverty in developing countries... For the past fifteen years, manufacturers in the agri-food sector have set themselves an impressive series of objectives, well beyond their mission to feed their customers well.
By capturing the increasingly varied concerns of citizen-consumers, they have found a way to maintain the appetite for their major brands.
A radical change, after having bet for decades on the promises of pleasure and indulgence.
By adorning themselves with so many commitments of virtue, manufacturers have exposed themselves to backlash from increasingly intractable customers.
This explains the latter's intransigence towards “shrinkflation”.
Whether or not this is justified by economic imperatives, customers see it as an attempt at trickery.
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