Thursday, December 26, 2013
The Return of the Generation Gap—in the Grocery Aisle
Today's generation gap isn't centered around music (much to their chagrin, I quite like most of the bands my sons listen to); it's centered around food. In a recent survey done by The Institute of Grocery Distribution, statistics show that shoppers under 35 are twice as likely to want organic food as those over 35, and a third of them don't mind paying more for it. Those under 35 are also more likely to waste less food, cook from scratch, and base their food purchases on a company's reputation for social responsibility.
Having read Michael Pollan's riveting and enlightening book, The Omnivore's Dilemma, my eyebrow inevitably quirks any time I read a product's proud proclamation as "Organic!!!" (though I've recently conceded that if I'm planning to eat the peel on a fruit or vegetable, perhaps it really is worth paying for the chance it might actually be pesticide-free). Meanwhile, my 23-year-old's silent stares of recrimination when he's with me in the produce aisle are such that—at least when he's around—I find myself picking up organic more and more. In fact, the changed eating habits of my three sons—all under 35— have changed my own grocery buying habits dramatically. Gone are the white bread, soda, chips, cold cuts, and sugary cereals they loved in their youth. Now they ask for brown rice, dried beans, sweet potatoes, oatmeal, whole grain pasta, and Brussels sprouts. Yes, Brussels sprouts.
How is it that a generation raised on Pop-Tarts, Red Bull, and sundry processed foods has suddenly discovered their inner Euell Gibbons? These are children who grew up with 2XLs and Furbies, not Easy-Bake Ovens—children who ate more meals in back seats than at dinner tables because their parents were always working or on the go. That 23-year-old who now sneers when I reach for sugar instead of raw honey was the "Taco Bell Kid" until his passion evolved from burritos to bicycles a few years back.
But all this purity is a good thing, surely—and not just for those farmers wily enough to grab on to a USDA label. (Go for it, guys; you farmers deserve any break you can get.) Certainly there's enough evidence now to convince us that homemade whole wheat bread is healthier than a loaf of Sunbeam, that snacking on a fresh apple from a local orchard is a better choice than French fries from a local McDonald's. And how can you fault a mom who works all day then comes home and willingly makes kale and goat cheese calzones—with tomatoes and basil from a backyard garden, no less—instead of whippin' it through the Pizza Hut drive-thru?
No, I'm quite willing to let the Millennials lord their superior nutritional standards over us Boomers, because while I will never feel the need to apologize over serving up a cake that started with a box from Duncan Hines, I readily admit that Happy Cow un-homogenized whole milk, with no additives, from [happy!] grass-fed cows, is significantly better than ye olde mass produced 2% and worth the price difference. Meanwhile, it's pressure (read: guilt) from my own 3 Millennials that has reduced my soft drink consumption to almost nil, my fast food meals to a minimum, and my love affair with white food to the occasional crush. For that, I credit them (and say a heartfelt thank you) for a healthier body and a hefty weight loss.
I'm not quite ready to jump on the tofu wagon or give up Coke completely, but if this generation wants to raise their own chickens, bake their own bread, grow their own fruits and vegetables or insist on buying what goes into their bodies from someone they know instead of from Monsanto, who are we to stand in their way?
Respecting those choices is the least we can do after raising them on Pop-Tarts and Tang.