"… Whole Foods’ work to establish certain produce items as cancer-fighting ‘superfoods’ has proven to be an effective and profitable marketing tool. In the European Union, it is illegal to sell a product as a “superfood.” According to a BBC article on the subject, the marketing of an item as a “superfood” has correlated with price increases. In the United States, we can see this at work with kale, which has been heavily marketed as a superfood since 2011. Since then, the average price of a bunch of the hardy green has increased by 25 percent: from $0.88 a bunch to $1.10…"
"…It’s hard to believe that these forces are working simultaneously: how can we fetishize the act of eating so much while also making food more inaccessible to the people who need it the most? Who is benefiting from this? The setting-aside of food as social capital is logical within the aspirational framework of late capitalism; it makes sense for us to be celebrating the product over the worker and to implicitly shame the ones who cannot afford to shop in the same supermarket aisles as we can. It makes sense for us to colonize others’ traditional foods while critiquing new interpretations of those traditions by the same communities who strive to reinterpret their legacy back into the realm of meaning. In this way we enact little imperialisms that make it possible for us to pat ourselves on our backs, safe from “normal” food and the industrial processes that sustain an illusion of consciousness: trapped in an endless cycle of sleep, false awakening, and BPA-free Breakfast Bars. "