Pro Food Is… | Civil Eats

Pro Food Is…

What if I told you that America’s food system is broken? What would you say?

Would you defend it by pointing out the abundance of choices offered in today’s average supermarket, estimated to be over 45,000 items? Would you cite that per capita spending on food has dropped significantly over the last 50 years, freeing up incomes to improve quality of life? Would you talk about how American innovation is not only feeding our citizens, but is also feeding the world? Or would you quietly ask what a food system is?

While perhaps it’s not “broken,” America’s industrial food system, which dominates food sales, has developed side effects that are accelerating in severity, especially diet-related health (e.g., obesity, diabetes, asthma, allergies) and environmental (e.g., chemical toxins, soil degradation, carbon emissions) issues that can no longer be ignored.
The food industry’s insatiable drive toward cheaper, more convenient products has also disrupted the simple pleasures of cooking, eating and/or sharing meals with family and friends, turning food into an accessory, a lofty drop from once being an intimate part of our daily lives.

The good news is there is an increasingly vocal ground swell of advocates and experts working to reverse the downsides of industrial food, with the high-profile personalities becoming lightning rods for the powerful, entrenched corporate interests being challenged, which commonly label them as “elitist” or “anti-ag.” Such claims, both untrue and unfair, are designed to minimize any impact these knowledgeable voices have on public opinion and consumer spending. Look no further than industrial food’s aggressive reactions to the Food, Inc. documentary to see it in action.

One thing is clear, we can no longer allow industry to control the dialog, but fighting fire with fire, especially the use of fear to influence consumer behavior, doesn’t sit well, and would probably be less effective than other approaches. To that end I’ve attempted to define the concept of “Pro Food” based on a set of core principles that get at the heart of why I and others are dedicated to driving these principles into mainstream culture through communications and alternative food systems.

• Inclusive – Everybody is part of Pro Food, since everyone can gain from its success.

• Pro Farm – Fresh, healthy, and sustainable food starts with the farmers who grow it. Without their dedication, stewardship of the land and tireless labor it is difficult to envision Pro Food getting out of the gate.

• Pro Consumer – Today’s conventional food system has invested billions of dollars in constructing a food infrastructure designed to do one thing: sell as much food as possible, as quickly and cheaply as possible. This strategy has been good for bottom lines, bad for waistlines and even worse for personal healthcare costs. Pro Food envisions bringing farm and plate together in innovative retail experiences that go beyond convenience to embrace flavor, taste, seasonal rhythms, community and health.

We’ll bring the news to you.

Get the weekly Civil Eats newsletter, delivered to your inbox.

• Pro Cooking – Where would we be without cooking? Unfortunately for the last few generations, cooking has been left by the wayside in exchange for cheap, convenient substitutes as people became increasingly squeezed for time and energy. In many ways, Pro Food is based in the home kitchen, the best place to ensure we eat sustainably every day.

• Pro Eating – The only thing possibly more important than cooking is eating. And while Pro Food places an emphasis on awakening America’s home kitchens, it also recognizes that many institutions (schools, hospitals, corporate cafeterias) and restaurants are doing their part in bringing the same healthy, flavorful and sustainable food on to every plate they serve.

• Community-Oriented – Pro Food recognizes the simple pleasure of bringing people together around food. Information is shared, bonds are strengthened and friendships are made. It also appreciates the economic benefits it can bring to regional food economies. Sustainable food can be imported (in the absence of local options), but increasing demand being met through local channels, there will be incentive for farms and processors to participate, as well as for existing providers to transition to sustainable production. Keeping money circulating longer within regional economies is key to Pro Food efforts.

• Entrepreneurial – Building a meaningful Pro Food presence in a food system dominated by massive conventional players with deeply entrenched interests (and reach) will take a lot of hard work, innovation and old fashioned luck. Fortunately we can leverage America’s entrepreneurial spirit in systematically building the ever-broader foundation needed to move Pro Food forward.

What Pro Food ultimately becomes is up to those who recognize and embrace its ideal of healthy, sustainable food systems and make it their own. For it is up to all of us, from farmers to eaters, and everyone else who cares about the food they eat, to carry Pro Food forward and make its vision, its values a reality.

Thank you for being a loyal reader.

We rely on you. Become a member today to read unlimited stories.

In some very interesting ways, Pro Food draws parallels with the early years of the Internet, when it was still isolated from the mainstream in government and university labs. People, especially entrepreneurs, were starting to eye the Internet as something that could revolutionize communications and collaboration, that could democratize things long centralized. At first, they had no idea what was going to stick, but began applying time, energy and money in search of winning formulas.

This is where I see Pro Food today, which makes it financially exciting for those with solutions to the problems we face. I look forward to joining them and others on this exciting journey.

Rob Smart is a food entrepreneur focusing on regional food systems and consumer retail experiences. He blogs on alternative food systems at Every Kitchen Table and micro-blogs on Twitter as Jambutter. Read more >

Like the story?
Join the conversation.

  1. We are a nation of 300 million eaters, and together we can effect remarkable change. If we begin by taking baby steps, we will be off and running in no time...and will look back on this challenge with pride, knowing all that we were able to accomplish together.
  2. Rob, excellent article. I think you do a great job of summarizing what the Pro Food movement is all about. "Pro Food" is really the first moniker I've heard that makes sense. It's positive and inclusive rather then negative and against something. In order to have an effective movement you need to educate and energize. You need the ability to state 'mission' in clear concise language and "brand" in way people can understand and participate. I think "Pro Food" does this.

    Not sure the internet is best analogue I believe there are some things about the early internet that do apply and which the pro food movement could learn and adapt. I think the way mail servers came online at universities is very apt. A university could get the software for free IF they agreed to help the next university come online. It was community building one node at a time.

    In thinking about Pro Food I am more struck with early days of the environmental movement. How it drove the first earth day and raised consciousness about environmental impact and achieves tangible, lasting results, of which many most people do not even track to the environmental movement.

    Thanks for great article.

    Now . . . what can an individual or organization do to make this happen. Maybe we need to have an international "Earth Food Day" :) or some other event that people can readily understand and discuss, allows for grass roots organizing, provides participation at local level, includes all stake holders, media can understand and encourage and leads to long term change and eduction.
  3. A refreshing perspective that puts a positive spin on an alternative eating lifestyle!
  4. How about a "Real Food Day" where people don't eat things that are processed and come in boxes, cans, asceptic cartons?

    We all have to do our part. I have been educating people for 20+ years on the importance of using great ingredients to produce great meals. Nothing is better than produce you grow or get from your local farmer.

    In my book (The Veggie Queen: Vegetbles Get the Royal Treatment_,literally and figuratively the farmers are heroes. Without them we wouldn't have food. Let's pay homage to them and go from there. Love your local farmers.
  5. The idea of an "Earth Food Day" or "Real Food Day" are very interesting ideas. Building on concept of Pro Food in such ways will help bring ideas to mainstream consumers.

    The challenge will be how to organize. My hope is that an existing NGO with a similar vision, e.g., Slow Food USA, might want to jump on the bandwagon to capture this momentum and translate it into everyday action.

    One thing is for sure, Twitter and the blogosphere will only get us so far. We need to reach much bigger audiences.



    Rob Smart
    Founder, Every Kitchen Table
    a.k.a., Jambutter on Twitter
  6. Hungry Gardener says: "Maybe we need to have an international “Earth Food Day” :) or some other event that people can readily understand and discuss, allows for grass roots organizing, provides participation at local level, includes all stake holders, media can understand and encourage and leads to long term change and eduction."

    Slow Food USA has a national day of action planned for 9/7/09. Check out their site for more info:
  7. Why does our government invest in a food system that is clearly broken,bad for the environment, global warming,over dependent on oil and bad for our health, yet they invest little or nothing in sustainably raised food that is tastier, uses much less fossil fuel,emits much less carbon and is better for us all around?

    While we work to change a broken system (don't hold your breath), we can choose not to participate in that system by spending our money and energy on real food and contributing to real change, one meal at a time.

More from

Local Food



Tracking Tire Plastics—and Chemicals—From Road to Plate

Can New York City Treat Its Food Scraps As More Than Trash?

Garbage bags full of waste, including compostable waste, pile up on the streets of new york city.

Senator Cory Booker Says FDA Proposal Could Worsen Antibiotic Resistance

A farmworker feeds cows in a barn.

Are Companies Using Carbon Markets to Sell More Pesticides?

a tractor sprays pesticides on a field while hazard symbols fade into the distance. (Civil Eats illustration)