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Tariffs: Economic Boost…or Negotiating Tool?

What is Trump doing with tariffs?

Trump is using tariffs to bring jobs back to America, keeping illegal immigrants from crossing the Canadian and Mexican border, and preventing cheap Chinese exports from flooding the market.

During Trump’s first term, he imposed import tariffs on $380 billion worth of products. In recent remarks, he described a range of proposed tariffs being phased in at 2 to 5 percent per month during 2025. In his 2024 campaign, the Presidential candidate spoke of imposing a 10 to 20 percent tariff on all U.S. imports. Mexico and Canada – two of the United States’ largest trade partners, would face additional 25 percent tariffs, and China an additional 10 percent. This follows yet another threat to impose a 60 percent tariffs on goods from China.

Just recently, Colombia would not accept two planes full of deportees from the United States. President Trump threatened the Colombian government with tariffs on exports to the U.S.; Colombia then backed down and a trade war was averted.

What is a tariff and why do nations impose them?

A tariff is simply a tax that is imposed on goods entering or leaving a country. Tariffs may be imposed on exported and imported goods, although import tariffs are by far the more common practice.

They have been used throughout history for a variety of reasons – to raise revenues, or to protect a domestic industry or group from external competition or unfair trade practices.

In our modern world, tariffs have become a powerful lever in international diplomacy – an economic tool for winning concessions from other nations and achieving a greater “balance” in international relations.   

President Trump appears to be motivated by all these considerations.

When used properly, they can level a global playing field by creating jobs at home, thus increasing the GDP per capita.  For instance, in his first administration, President Trump threated Europe with tariffs if they implemented carbon and digital services taxes to U.S. industries.

As of January 22, 2025, President Trump said he would add new tariffs and sanctions against Russia if Putin refused to negotiate an end to the war with Ukraine.  President Trump has also threatened tariffs against China to stop the fentanyl flow into the U.S.

Tariffs can be a valuable tool in driving U.S. economic growth. More expensive imports help domestic industry to rebound and grow, they argue, through expanded market opportunities.  And when those industries grow, they generate more tax revenue.

When goods are taxed without a ‘higher purpose’ then they can be destructive and reduce economic value. If goods are taxed without better access to markets and security, then the consumer pays more without the benefits.

Regardless of the final scale of tariffs, it’s clear that they stand to become a factor in the U.S. and global economy.

What effects do tariffs have on buyers and on sellers?

Tariffs on imported goods are paid by the importer.  The added costs of the imported goods are usually passed along to the consumer.  For example, an analysis by the Public Broadcasting System (PBS) during the first Trump tariffs in 2018-2020 estimated the cost of the tariffs amounted to about $800 per household.  The Federal Reserve and Congressional Budget Office placed the tab a bit higher – between $500 and $1,700 per household in 2020. 

The latest proposed tariffs are estimated to have comparable, if not larger, effects on consumers. A study by the Peterson Institute for International Economics estimated President Trump’s tariffs would cost the average U.S. household about $2,600.

Let’s use the 25% tariff for Mexico and Canada as examples. They are the United States’ first and third largest suppliers of agricultural products. The EU is number two. To stem the tide of immigration, President Trump has announced that if the Mexican and Canadian governments don’t curtail illegal immigrants coming across the border, their exports to the U.S. will be that much more expensive. Mexico depends on the U.S. for trade. In 2022, 77% of their $549 billion in products were sold to the U.S.

For U.S. food consumers, the most immediate effect of higher tariffs would fall on foods we source from Canada and Mexico – notably fresh produce, fruits and vegetables, alcohol, grains, and some meats.

The U.S. has increasingly relied on imports for our fruits and vegetables. In 2023, the U.S. imported 55% of fruits and vegetables, up from 37% in 2000. The United States imports 34% and 73% of fresh fruits and vegetables, respectively in 2022. 

But others in the food chain also stand to be affected. Food manufacturers (and retailers) who rely on foreign supplies of key ingredients face the tough choice of absorbing the higher cost – or passing some or all the higher costs on to consumers. 

With the talk of tariffs still more speculation than fact, it is impossible to create any credible estimate of how much the proposed tariffs actually will raise food costs. 

But what is known is that the Department of Agriculture already estimates food price increases of just under 2 percent for 2025 — lower than the historical average of 3 percent — with the largest cost increase coming for food consumed away from home. 

That is before any tariffs are imposed.

Why should farmers and consumers care about new tariffs?

But consumers aren’t the only segment of the economy that stand to be affected. Just ask anyone on an American farm, or anyone else along our complex food chain from dirt to dinner.

U.S. agricultural exports to China in 2018-2019 fell by 76 percent, or roughly $25.7 billion, according to Statista, by most accounts due to a de facto tariff war.  The US tariffs to China were put in place to protect US companies, but China retaliated by placing tariffs on US soybeans, sorghum and pork.

The effect could have been even worse were it not for a U.S.-China trade agreement that obligated China to purchase a $80 billion of U.S. agricultural goods. China only partly fulfilled its obligations (77%), it turned mainly to Brazil to supply their soybeans and corn. This shifted historical global trade patterns and sent a bearish ripple through the U.S. and global markets on which producers rely.

The American farmers – notably producers of the highly sought corn and soybeans that form the backbone of our global food and feed industries – faced enormous economic pressures.  The Trump Administration responded to the clamor with compensatory payments of $28 billion in 2018-19, and two more tranches of $19 billion in April and $14 billion in September.

The proposed new tariffs come at a time when the farm economy is already facing tough going.  As the Department of Agriculture noted in January 2025: “In inflation-adjusted 2024 dollars, net farm income is forecast to decrease by $9.5 billion (6.3 percent) from 2023 to 2024. Net cash farm income is forecast to decrease by $5.7 billion (3.5 percent) from 2023 to 2024.”

The poor economic conditions facing farmers as low commodity prices and continuing cost increases squeeze their profitability prompted Congress in December to add $31 billion in emergency funds in the last-minute extension of the farm bill. The prospect of a contentious trade war is pouring gas on the smoldering embers of economic concern.

Why are tariffs back on the national agenda?

Supporters of the new and higher tariffs argue the action is justified for several reasons.

First, the United States needs the income. Washington is a voracious master, demanding more and more money every year.

And in fact, we need more than we currently have.

The federal deficit in 2024 is estimated at $1.83 trillion, surpassed in our national history only by the pandemic years of 2020 and 2021. This leaves our current debt to GDP ratio at 129%, to be outdone by Japan, Venezuela and Sudan.

With more middle school math, that means every American would owe $5,273.78 to make good on 2024’s shortfall.  For a family of four: $21,095.10. And that’s just for the year’s deficit. The accumulated U.S. debt is much, much larger – clocking in at $93,500 per person.

What else can be accomplished with tariffs?

For anyone who has followed President Trump, it comes as no surprise that he has made greater fiscal discipline a priority for his administration.

To President Trump, tariffs also offer a powerful incentive to other countries to act more aggressively on matters within their national boundaries that have pernicious effects on the United States. As a businessman, President Trump seems to value the power of simple economics over media-focused diplomacy.

By creating significant economic costs to these nations, he seems to reason, the United States can incentivize foreign governments to be far more active. This includes dealings with such things as out-of-control cartels flooding the United States with drugs and danger for U.S. residents — and fomenting their own domestic unrest, violence, fear and desperation that drive rampant illegal immigration to the United States.

President Trump just used this tactic this week when negotiating with Colombia to accept deported migrants to avoid the U.S. imposing punitive tariffs and other penalties.

Who stands to be most affected by tariffs?  This is not a simple subject.  But if Canada and Mexico stem the tide, then the 25% tariff will be removed. And maybe the threat of more tariffs with Russia will help end the war.

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How Not to “Buy Now!”

The documentary BUY NOW! has ignited important conversations about the impact of consumerism on waste and environmental degradation.

The Scale of Food Waste

The documentary highlights startling statistics, such as the fact that nearly one-third of all food produced goes uneaten each year, amounting to approximately 1.3 billion tons annually.

It also illustrates the systemic inefficiencies in food supply chains, from overproduction and spoilage during transport, to the rejection of perfectly good produce due to cosmetic imperfections.

BUY NOW! also draws attention to the environmental toll, emphasizing the greenhouse gas emissions associated with wasted food decomposing in landfills and the squandering of water, energy, and labor invested in food production.

Food waste is a staggering global issue. This represents not only a waste of resources but also a significant contribution to greenhouse gas emissions when food ends up in landfills. Addressing this issue requires systemic change as well as individual action.

What Can Consumers Do?

Reducing food waste starts at home.

The documentary does a good job of equipping consumers with practical tips at the end of the film, showing how individual efforts can complement systemic change.

Here are actionable and specific steps individuals can take:

Plan Meals and Shop Smart:

  • Use apps like Mealime, Paprika, Yummly, and Plan to Eat to organize meal plans and ensure groceries are used efficiently.
  • Make a detailed shopping list and stick to it, avoiding impulse buys.
  • Consider batch cooking and freezing portions to reduce the chance of food going bad before it’s used.
  • Schedule a “fridge clean-out meal” each week to use up items that are close to expiring.
  • Store your food properly to reduce spoilage and lengthen shelf life.

Embrace Imperfections:

  • Purchase “ugly” produce from companies like Misfits Market or Imperfect Foods.
  • Learn to read labels correctly: “best by” indicates peak quality, not safety, and “use by” typically refers to safety for perishable items. Many foods are safe to eat beyond their printed dates if stored properly.

Use Leftovers Creatively:

  • Reimagine leftovers with recipe inspiration from websites like Love Food Hate Waste, or the Supercook app, which suggests recipes based on ingredients you already have.
  • Use vegetable scraps to make stock or soups, and freeze excess stock in ice cube trays for easy use.

Compost:

  • Use composting services like CompostNow, Lomi, or ShareWaste.
  • To start composting at home:
    • Get a bin or designate an outdoor pile.
    • Layer “greens” (fruit and vegetable scraps) with “browns” (dry leaves or cardboard) for balance.
    • Avoid composting meat, dairy, or oils unless you have a specialized system.
    • Turn the pile occasionally to aerate it, speeding up decomposition.

Donate Excess:

  • National organizations like Feeding America and Food Rescue US accept donations of surplus food.
  • Support local food banks and initiatives like community fridges.
  • Apps like OLIO connect neighbors to share surplus food within their communities.

By adopting these strategies, consumers can play a critical role in reducing food waste and supporting a more sustainable food system.

How CPG Companies Are Making a Difference

BUY NOW! doesn’t shy away from critiquing the role that major corporations, including those in the CPG sector, have played in contributing to waste and environmental harm. However, it also acknowledges that some of these companies are learning from past mistakes and stepping up to the challenge.

While their efforts are not without shortcomings, there has been a notable shift in recent years toward adopting more sustainable practices. It’s important to highlight these positive changes, as they show how companies can leverage their influence and resources to drive meaningful impact.

Many CPG companies are stepping up to address food waste and sustainability issues. Here are some of their noteworthy initiatives:

Reducing Food Waste in Supply Chains

  • Unilever: The company uses AI-powered systems to optimize inventory and reduce waste in manufacturing and distribution.
  • Nestlé: Partners with food rescue organizations like Feeding America to redirect surplus food to communities in need.

Minimizing Carbon Footprints

  • General Mills: Committed to net-zero emissions by 2050, they’ve invested in renewable energy sources like wind farms and optimized their logistics to cut transportation emissions.
  • Kellogg’s: Introduced carbon footprint labeling on packaging to encourage sustainable consumer choices.

Promoting Regenerative Farming

  • Cargill: Partnering with farmers to implement regenerative agriculture practices, such as cover cropping and reduced tillage, to improve soil health and sequester carbon. Cargill has also committed to advancing sustainable water management and supporting local farming communities.
  • Danone: Actively supports regenerative agriculture practices, including no-till farming and cover cropping, through its farmer partnerships.
  • PepsiCo: Announced a $216 million commitment to expand regenerative farming practices across 7 million acres by 2030.

Sourcing Locally and Responsibly

  • Ben & Jerry’s: Sources dairy from local farms that adhere to sustainable and ethical practices.
  • Clif Bar: Prioritizes organic and locally sourced ingredients to minimize its environmental impact.

Innovating with Upcycled Ingredients

  • ReGrained: Upcycles spent grain from brewing beer into snack bars and baking flour.
  • Rubies in the Rubble: Creates condiments using surplus produce that would otherwise go to waste.

Collaborative Efforts for Greater Impact

BUY NOW! primarily focuses on corporate responsibility and does not delve deeply into the role of consumer decision-making in addressing food waste.

While CPG companies undoubtedly have a significant influence and bear responsibility for their practices, it is equally crucial to acknowledge that governmental policies that incentivize sustainable practices and consumer behavior are also paramount in driving demand and reducing waste. The choices individuals make—from buying only what they need to support brands that prioritize sustainability—can amplify or diminish the impact of corporate efforts.

For readers interested in delving deeper into the topic of food waste, here are some recommended reads from Dirt to Dinner that highlight the complexities of food waste and offer some other actionable steps to address the issue:

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What Does it Mean to be Healthy?

In the U.S., we spend almost $5 trillion on healthcare, 17.6% of our GDP — that’s $14,750 per person. And we are not healthy: 40% of Americans are obese, 39% will develop cancer in their lifetime, and 12% are diagnosed with diabetes. This sounds dismal.

What is Health?

The answer might seem obvious, but each of us is unique.

For me, a healthy body means doing activities with my children and not getting left behind. It also means keeping in shape so when my grandchildren are old enough, so I won’t be left behind then, either.  For Hayley, it means cultivating energy, stamina, nutrition, joy, and emotional well-being to care for her family and being a great friend. For Hillary, a mom in her forties, her focus is now on longer-term goals, such as increasing muscle mass and bone density.

And for Garland, health is defined as having the physical stamina and mental energy to continue interacting positively with his wife, family and friends, and with as many of the the people around me as he can; and still being able to give strength, experience and capabilities to make small but meaningful contribution to the well-being of the world.

As Garland eloquently puts it,

“Without our health, we simply take from the world around us when simple humanity demands that we give more than we take.”

But at the end of the day, how do we know we are healthy?  Achieving health is a lifestyle.  It is not just taking multiple supplements or running a marathon.  It is not just avoiding red dye and eating only plants.  There are people who eat no processed foods, compete in triathlons, eat all the ‘right’ supplements and still die of heart disease or cancer.

We certainly cannot predict disease, but what we can do understand is that a healthy life is a mindset for living each day to our full potential.

Three Measurements of Health

To simplify things, we began with the most basic ways to find out your current health status. We found just three items you can tick off to help determine whether you are on the right track to achieving longevity.

While these seemingly have nothing to do with specific foods, these exercises have everything to do with what you eat.

If you are obese, weak, and not flexible, these measurements will be hard to achieve.  If you eat a balanced healthy diet of fresh vegetables, fruits, healthy fats and protein, exercise regularly, and get enough sleep, you will most likely complete these exercises. From there, you can determine that you can toward reaching your healthy goals for your age.

What is your VO2 Max?

Peter Attia, MD, who wrote Outlive: The Science and Art of Longevity, points to VO2 max as the best predictor of longevity.

It is not just a measurement for athletes, but a cardiovascular indicator for everyone.

VO2 Max is the maximum amount of oxygen your body can absorb and use during exercise. When you breathe, your lungs take in oxygen and deposit it into the bloodstream. Your heart and blood vessels take the oxygen-rich blood and send it to your muscles, which use it to work hard and contract.

Oxygen is also necessary for your cells to create ATP, your cell’s energy engine. This molecule found in our cells provides energy for cellular functions, nerve impulse transmission, and protein synthesis.  Basically, the more efficiently you use oxygen, the more ATP your muscles produce.

In a study of over 100,000 individuals, there was a clear trend between VO2 max levels and mortality risk.

The results showed that higher VO2 max levels were associated with lower all-cause mortality risk, with the most significant difference observed between the lowest fitness group and the other groups.

The most precise way to measure your VO2 max is to go to a lab where you run or bike with a Darth Vader-looking mask.  You can search Fitnescity for a location or ask your doctor. Fitness trackers also measure it, but they are not as accurate.

Improving Your VO2 Max

While VO2 max naturally declines with age, you can improve or maintain it with regular exercise, particularly high intensity interval training, which is also good for your brain.

Can you hang?

Hanging from a bar measures your grip strength, which measures your overall muscle ratio – a good indicator of overall fitness.

We use our hands for virtually everything: weight training, gardening, opening jars, vacuuming, cooking, pulling suitcases through long airports…the list is endless.

If your grip is strong, it means that your arm and shoulders are strong and that you have been exercising. If you are exercising, you probably have an appropriate BMI and body fat percentage.

Interestingly, according to a meta-analysis published in NIH, a decline in grip strength can lead to heart disease, arthritis, osteoporosis, Type 2 diabetes, and certain cancers.

“Not enough can be said about the importance of grip strength as you age. It’s one of the strongest physical associations with longer life”. 

– Peter Attia, MD

Attia says that a 40-year-old woman should be able to hang for 1 minute 30 seconds and a man for 2 minutes.

Can you stand up and sit down without your hands?

Kelly and Juliet Starrett wrote the book, Built to Move, outlining ten essential habits to help you move freely and live fully.  One of their mobility tests is your ability to get up and down off the floor without assistance.

In a joint study published in a 2014 European Journal of Preventive Cardiology, researchers observed and scored 2,002 men and women ages 51-80 on how well they performed the sit and rise test. The more the subjects had to use their hands, the lower the score. The bottom 8% of performers had a lower survival rate.

“It is well known that aerobic fitness is strongly related to survival, but our study also shows that maintaining high levels of body flexibility, muscle strength, power-to-body weight ratio and co-ordination are not only good for performing daily activities but have a favorable influence on life expectancy.”

– 2014 European Journal of Preventive Cardiology

What do these tests have to do with food?

A healthy lifestyle can sound complicated but basically it boils down to two things: move a lot and eat well.

We have all heard that ‘sitting is the new smoking’.  If you are sedentary, your body is not strong, flexible, and can efficiently burn calories. Your risk of cardiometabolic disorders just goes up. Many of us who must sit at our desks a lot of the day try to stand up every 45 minutes and move around.

Fat doesn’t make you fat — sugar makes you fat. Eating well really means eating fruits and vegetables, healthy fats, protein, and staying away from sugar. Excess sugar is what gets stored as fat, not necessarily excess healthy fats.

The Lancet documented 5,800 deaths and 4,800 cardiovascular disease events.  They found that higher saturated and unsaturated fat intake was associated with lower risk of stroke and not associated with cardiovascular disease mortality.  Whereas high carbohydrate intake (sugars) was associated with a higher risk of mortality.

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Here’s How to Combat Winter Illnesses

Winter illnesses are making their presence known with a vengeance this year.

But fear not! There are simple steps we can take to protect ourselves and our loved ones from these seasonal maladies. Let’s dive into why this winter has been particularly rough on our health and explore how we can boost our defenses through better eating habits and proper hygiene.

The Winter Illness Surge of 2025

This winter has seen a significant uptick in various illnesses.

Flu season is in full swing, with 40 states reporting high or very high levels of flu-like illness. The “stomach bug” is also making its rounds, with the CDC reporting that norovirus outbreaks in early December reached their highest levels since 2012. Add to this the ongoing concerns about COVID-19 and other respiratory viruses, like RSV, and we’ve got ourselves a perfect storm of winter illnesses.

So, why the sudden surge? Experts point to several factors:

  • Increased indoor gatherings during the holiday season
  • More travel, allowing viruses to spread across regions
  • Colder temperatures driving people indoors where germs can spread more easily
  • Weakened immune systems from inflammation due to poor eating habits and drinking; also, potentially reduced exposure to germs since Covid lockdowns
  • Stress from the holiday rush

The Power of Prevention: Handwashing and Healthy Eating

Now that we know what we’re up against, let’s talk about our best line of defense: prevention.

Two of the most effective ways to ward off these winter bugs are proper handwashing and maintaining a healthy diet. Let’s break these down:

Handwashing: Your First Line of Defense

Similar to food prep, cleanliness and hygiene best practices are key to mitigating illness – and not just for yourself.

It might seem simple, but washing your hands properly is one of the most powerful tools we have against the spread of illness and spreading it to others in your community. In fact, a good, old fashioned scrub with soap and water is even more effective than using hand sanitizers.

The CDC recommends handwashing as one of the best ways to avoid getting sick and spreading illness, with studies showing it can reduce the number of people who get colds and respiratory illnesses by 21%.

Remember to wash your hands with soap and water frequently, especially before eating or preparing food, after using the bathroom, and after coughing, sneezing, or blowing your nose.

Eating Better: Fueling Your Immune System

While handwashing helps keep germs at bay, eating a healthy, balanced diet gives your body the nutrients it needs to fight off infections. A well-nourished body is better equipped to handle the onslaught of winter viruses.

10 Immune-Boosting Foods for Winter Wellness

Check out these ten superstar foods that can help keep your immune system in top shape this winter:

  • Salmon: This fatty fish is an excellent source of omega-3 fatty acids, which can help reduce inflammation in the body. It’s also rich in vitamin D, which plays a crucial role in immune function.
  • Citrus fruits: Oranges, grapefruits, and lemons are packed with vitamin C, a powerful antioxidant that can help boost your immune system. Vitamin C may help increase the production of white blood cells, which are key to fighting infections.
  • Yogurt: Probiotic-rich foods like yogurt can help maintain a healthy gut microbiome, which plays a crucial role in immune function. Look for yogurts with live and active cultures for maximum benefit.
  • Spinach: This leafy green is rich in vitamins C and E, as well as antioxidants and beta carotene. These nutrients can help boost your immune system’s ability to fight off infections.
  • Almonds: Packed with vitamin E, almonds can help support immune system function. They’re also a good source of healthy fats and protein, which can help keep you feeling full and satisfied.
  • Sweet potatoes: The rich orange color of sweet potatoes comes from beta carotene, which your body converts to vitamin A. This vitamin is crucial for maintaining the health of your skin, which is your body’s first line of defense against pathogens.
  • Green tea: Rich in antioxidants called polyphenols, green tea may enhance immune function. It also contains L-theanine, an amino acid that may aid in the production of germ-fighting compounds in your T-cells.
  • Garlic: This pungent bulb contains compounds that may help stimulate the immune system. Some studies suggest that garlic can help reduce the severity of cold and flu symptoms.
  • Ginger: This spicy root has been used for centuries to treat various ailments. It may help decrease inflammation and can help soothe a sore throat or upset stomach.
  • Turmeric: This bright yellow spice contains curcumin, a compound with powerful anti-inflammatory properties. Some studies suggest it may help boost immune function.

Incorporating these foods into your diet can provide your body with a wide range of nutrients that support immune function.

Remember, variety is key – aim to eat lean proteins with a rainbow of fruits and vegetables to ensure you’re getting a diverse array of nutrients.

Need inspiration?

Check out our seared salmon with broccolini and spaghetti squash recipe here.

Beyond Diet and Handwashing: Additional Tips for Staying Healthy

While proper nutrition and hand hygiene are crucial, there are several other steps you can take to protect yourself from winter illnesses:

  • Keep common surfaces clean: Just like we do when preparing food, be sure to regularly disinfect frequently touched surfaces in your home, like doorknobs, light switches, and countertops.
  • Avoid touching your face: Try to keep your hands away from your eyes, nose, and mouth to prevent the spread of germs.
  • Dress appropriately: Wear warm clothing when going outside to protect yourself from the cold, which can weaken your immune system.
  • Stay active: Regular exercise can help boost your immune system. Aim for at least 30 minutes of physical activity each day.
  • Get enough sleep: Adequate sleep is crucial for maintaining a strong immune system. Adults should aim for 7-9 hours per night.
  • Stay hydrated: Drinking plenty of water helps your body function optimally, including your immune system.
  • Manage stress: Chronic stress can weaken your immune system. Find healthy ways to manage stress, such as meditation, yoga, or deep breathing exercises. And boost your serotonin levels to fight seasonal woes with these foods.
  • Get vaccinated: Despite us entering the winter months, it’s not too late to protect yourself for the rest of the season. Make sure you’re up to date on your seasonal vaccines.

Staying healthy isn’t just about avoiding sickness – it’s about giving our body the tools it needs to thrive.

So the next time you’re tempted to skip handwashing or reach for that sugary snack, think about how these small choices can impact your overall health.

Taking care of each other

Let’s make this winter a season of wellness for ourselves and our community. After all, every person who stays healthy is one less person spreading illness to others. So wash those hands, enjoy a colorful, nutrient-rich meal, and here’s to a healthier, happier winter for all of us!

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The Year Ahead in Food & Health

Drawing from various consumer insights and data outlook reports on food and nutrition trends, this article outlines the key themes shaping the industry for 2025.

Personalized Nutrition Through Data-Driven Approaches

There is no ‘one size fits all’. Intuitively, we know this, but do we approach our food – and thus our health – with an individualistic view? For instance, your blood sugar responds very differently to the same food that your spouse or friend are eating. Today, advancements in technology and access to biometric data are enabling highly personalized nutrition solutions.

Google ‘personalized nutrition’ and a host of options pop up.  There are multiple choices to test one’s blood, food allergies, and genomics to see what foods are best for you. Many people have also started to wear a glucose monitor just to see how foods affect their blood sugars.

Biofach, as well as other trend reports, highlights that wearable devices and apps will increasingly guide dietary choices tailored to individual metabolic responses, activity levels, and genetic predispositions. This aligns with a broader shift toward precision health, where food and nutrition play central roles in preventative care.

The need for interdisciplinary collaboration—combining nutrition science, genomics, and data analytics—is increasingly evident. Digital health literacy is becoming crucial to navigate this evolving landscape.

The Rise of Regenerative Ag & Climate-Positive Foods

Sustainability is no longer a buzzword but a mandate. Regenerative agriculture practices—which restore soil health, enhance biodiversity, and sequester carbon—are gaining momentum. This is mirrored in The Packer’s report on produce trends, which predicts a growing demand for foods that not only reduce environmental impact but actively contribute to climate solutions.

Here are several companies that have committed to purchasing food from regenerative agriculture sources:

  • Cargill has invested in regenerative agriculture initiatives to promote sustainable farming practices.
  • Kellogg Company has made commitments to support sustainable agriculture and promote regenerative practices in its supply chain.
  • Nestlé has announced initiatives to source ingredients from regenerative agriculture systems to improve sustainability.
  • Danone has committed to regenerative agriculture practices and aims to partner with farmers to enhance biodiversity and sustainability.
  • General Mills is actively investing in regenerative agriculture practices, particularly in its supply chain for grains.
  • Unilever has pledged to promote regenerative agriculture in sourcing ingredients for its products.
  • PepsiCo has initiatives focused on regenerative agriculture to improve soil health and sustainability in its agriculture supply chain.
  • McDonald’s has been exploring regenerative agriculture practices to enhance sustainability in its sourcing efforts.

These companies are increasingly looking to support agricultural practices that benefit the environment and communities while enhancing the resilience of food systems.

Key insights also highlight increasing concern about climate change’s impact on food production. For example, 57% of US fruit consumers worry about its effects on fruit availability. These concerns are pushing brands to educate about regenerative practices and explore innovative methods like agrivoltaic farming, which combines solar energy production with crop cultivation.

Expanding studies on the nutritional quality of produce grown through regenerative practices and transparent labeling can further communicate these benefits.

Integrating topics like soil health and carbon farming into broader discussions can foster greater awareness and adoption.

Plant-Forward Diets with Global Inspirations

The plant-based movement is evolving into plant-forward eating, emphasizing the diversity of plant ingredients over strict vegetarianism.

PepsiCo’s trends highlight an increasing appetite for culturally inspired plant-based options, such as jackfruit tacos and lentil curries. The Packer’s research similarly emphasizes exotic produce like yuzu and dragon fruit, which are finding their way into mainstream markets.

Mintel’s concept of “Rule Rebellion” explores the dualities of indulgence and health. Increasingly, unconventional food combinations—like pairing fries with salad—strike a balance between health-conscious choices and indulgent cravings.

This trend opens opportunities to explore the health benefits and applications of diverse plant foods.

Incorporating global perspectives in discussions about nutrition and culinary uses is key to leveraging this shift.

Functional Foods and Beverages: Beyond Basic Nutrition

The demand for foods and beverages that offer specific health benefits beyond basic nutrition is rising. According to PepsiCo, functional ingredients such as adaptogens, probiotics, and nootropics will dominate shelves in 2025. These products promise to support mental clarity, gut health, and stress management, reflecting a post-pandemic focus on holistic well-being.

It’s equally important to avoid foods that are high in empty calories, such as sugary drinks and processed snacks, which can crowd out nutrient-dense options. Meal prepping and mindful eating can help balance protein intake across the day, ensuring that each meal includes a good source of this vital nutrient.

The trend reflects a broader shift toward functional eating, where meals are not just a source of energy but are tailored to support specific health outcomes.

This trend falls in line with Mintel’s findings that suggest a shift in the definition of “food as medicine.” With the rise of weight-loss medications like Ozempic, there is an emphasis on foods that meet essential nutritional needs, focusing on simplified claims about protein, fiber, and vitamin content.

Validating these claims through rigorous studies and understanding their proper use will be critical for navigating this trend.

Food Tech: Lab-Grown & AI-Powered Solutions

Consumer reports also emphasizes the potential of lab-grown meat and dairy to reduce the environmental footprint of traditional agriculture. Meanwhile, AI is revolutionizing food production, optimizing everything from crop yields to personalized meal recommendations. These innovations address the twin challenges of feeding a growing global population and mitigating climate change.

Mintel’s “Hybrid Harvests” highlights the need to bridge tradition and technology in agriculture. Combining advancements like gene editing with time-honored farming practices can create efficient, sustainable food systems.

The Rise of High-Protein Meals

High-protein diets are emerging as a dominant trend for 2025, driven by increased awareness of protein’s role in supporting overall health. And today, high-protein products are becoming more diverse and accessible, catering to a range of dietary preferences and lifestyles.

Achieving adequate protein intake can be simple with some planning. Incorporating lean protein sources like chicken, fish, eggs, and plant-based options such as tofu, lentils, and quinoa can make meals nutrient-dense without excessive calories. Protein-rich snacks like Greek yogurt or nuts also contribute to daily totals.

Shifts Away from Certain Practices in 2025

As new research emerges, some practices and trends are being left behind. The focus on sustainability, transparency, and functionality means there is less emphasis on overly processed foods that lack clear nutritional benefits. Artificial ingredients and heavily refined sugars are being scrutinized more closely, with many products reformulated to meet cleaner-label standards.

The popularity of low-fat diets is also declining as the understanding of healthy fats improves. Nutritional research now supports balanced fat intake, including sources like avocados, nuts, and olive oil, for their role in heart health and satiety. People are beginning to understand that healthy fats don’t make you fat. It is excess sugar that ends up on your waistline. Additionally, the reliance on calorie-counting as a primary tool for weight management is being replaced by approaches that emphasize nutrient density and overall dietary quality.

Single-use plastics in food packaging are another area seeing a major shift. As environmental concerns take center stage, brands are increasingly adopting biodegradable or reusable packaging solutions. An increasing awareness of nanoplastics that end up inside your cells – even your brain – are moving people away from plastic water bottles if not other food packaging. These changes reflect a broader move toward practices that prioritize long-term health—both for individuals and the planet.