Sherlock Holmes and the Case of the Devious Food Manufacturers
the D’s: Corporate playbook
It was a crisp autumn day when the curious case of the devious food manufacturers landed on Sherlock Holmes’ desk. As he peered over the evidence, he couldn't help but be disturbed by the trail of deception left in their wake. He was determined to get to the bottom of their nefarious tactics, no matter how complicated the path with his faithful companion Dr. Watson.
“The game is afoot!” Holmes declared as he revealed the “The D’s” employed by the food manufacturers - the art of deception, disguise, doubt, distortion, and many others...
Distraction
“Listen closely Watson, for this is one of their main tactics”. Like a stage magician, the industry uses corporate social responsibility campaigns and funding “couple of good causes” to divert attention from their less savory practices.
“Watson, look here! What an excellent ploy to keep the public’s eyes averted from the unhealthy truths” says Sherlock.
Coca-Cola has funded research that emphasizes the importance of physical activity, while disregarding the role of diet in obesity.
Disguise
Front groups with names like “Global Alliance for Better Diets” masqueraded as independent when they were puppets dancing on the strings of their industry puppeteers. This allows them to get to the policy table and once there, they get to make friends and influence people.
“Its a facade Watson, nothing more!” cries Sherlock.
Doubt
“More and more to this case! When the facts can’t be disputed, they turn to casting doubt and lessening the credibility of those who dare unveil them!”.
By funding research that muddies the waters on nutrition science, the industry creates enough confusion that the average citizen doesn't know what to believe.
For example Coca-Cola launched Vitingo™ in India, a new sachet-based, orange-flavoured drink fortified with 12 vitamins and minerals that it promoted as helping to combat blindness, anaemia and other common diseases.
Deter and Delay
“There’s more dear Watson! When all other deceptions fail, they turn to delay through legal stalling!”
For example, soda companies have used anti-tax coalition groups and other front groups to fight industry regulation. This includes recruiting local stakeholders to make anti-tax arguments in the news and discredit regulatory efforts to reduce the consumption of sugary drinks.
Dark Nudge
“Indeed, and yet I’ve discovered their most insidious tactic.” Throwing the last file down, Sherlock says “Artifical Intelligence (AI)!”
Companies are now using AI (including social listening, facial recognition, augmented or virtual reality) to alter products availability, to manipulate the position of products on menus, and for a whole new approach to immersive marketing that is targeted and aggressive.
“Ta ذغ iya” by Sarah Zahr
“Regulation, dear Watson—tighter controls on marketing, transparent labeling, and a ban on these nefarious front groups. That is the silver bullet.” says Sherlock.
These tactics needs to be revealed, resisted and reversed. At all levels and by every organization!
“But mark my words - their devious cloak of deceptions shall be torn away. No matter the depravity of their tactics, truth and righteousness shall prevail! “
Sources
- Gillespie, Stuart, Dracula, blood banks… and getting serious about malnutrition, Koya, March 2022, < > Dracula blood banksand getting serious about malnutrition Koya
