Studies have shown that many people all over the world are unaware of where their food comes from. When an individual goes to consume a food product, he or she could be completely oblivious to the methods of manufacture, processing, packaging or transportation gone into the production of the food item. It is often said that ‘ignorance is bliss’ – perhaps this rings true in the case of food, its origins and its consumption as well. In such a scenario, eating well could seem like an unlikely prospect. The definition of ‘eating well’ in modern times seems to have gone from eating healthily, to eating ethically. The manner in which food is produced and consumed has changed more rapidly in the past fifty years than it has in the previous ten thousand years (Pollan and Schlosser, 2008). With this swift transformation, various ethical issues came to the fore. Food production is now done large scale in factories, rather than in farms. Mass production of various types of food, from crops and vegetables to seafood and meat, is very much the norm. The fact that food is mass produced nowadays is already something that a lot of people do not know about. The reason behind this is that food producing firms do not want the consumers – their customers – to know too much about the food manufacturing industry (Pollan and Schlosser, 2008), in the fear that customer loyalty could be lost upon their finding out various truths. To retain their customer base, according to documentary film ‘Food, Inc.’, narrated by Michael Pollan and Eric Schlosser, the image associated with food in the United States of America is that of an American farmer. Various motifs plastered all over food packaging and advertisements for food products, such as green pastures for grazing cattle, picket fences, the typical farmhouse, vast meadows and, most importantly, the farmer, lead consumers to believe that their food still comes from farms, or at least a pastoral version of small time cottage industries. With…
