I realize it’s called the Natural Products Expo for a reason – a compromise to sell space to the spandex-clad women who hawk supplements and colon cleansing.  But the true purpose must be to get everyone excited about natural and organic food…real, honest-to-goodness, food that matters.  Unfortunately, this year’s show was dominated by bars/water/chips being sold as nutrient carrying devices and touting the benefits of the super fruit du jour.  The only thing in short supply was real fruit.

To be fair, Earthbound Farms was displaying fresh salad mixes and Alexia was sampling yummy sweet potatoes fries.  Industry stalwarts Organic Valley and Applegate Farms were there, too.  But for the most part, the aisles were filled with people and companies competing to sell empty calories.

Obviously, some of our cookies could be considered “empty calories”.  But in everything we do, we make real food with simple ingredients and offer better-for-you alternatives to our counterparts.  That’s the beauty of organic – every ingredient is real.  You’ll know we’ve “jumped the shark” when we start selling “energy bites with ginko”.

It should surprise no one that the Natural industry is in the same boat as mainstream producers.  Since we collectively produce far more calories than we could (or should) possibly consume, selling food in the U.S. is a zero-sum game.  Growth comes from stealing “share of stomach” from the next guy by figuring out how to sell more calories, whether we need them or not.  This explains why we can buy food virtually all day and anywhere.  As an expandable consumable, food has become the growth vehicle that is driving ever expanding waistbands and obesity rates.

So while I’m disillusioned, I expect I’ll attend future shows with an eye out for the interesting developments in real food (and eating my way around the world of dark chocolate).  As for hydration systems, I’m happy to fill my reusable bottle from the tap.

Jamie Oliver, British-born chef cum reality television star, has taken to main street USA to tell Americans they are too fat, which is somewhat ironic, given the UK is one of the few countries that can match our collective girth thigh for thigh.  He’s set his sights on Huntington, West Virginia, the least healthy community in the union, and his message is simple: we are feeding our kids to death.  And it’s hard to argue his point, when he shows us young kids suffering with “adult” diseases like heart disease and diabetes or reviews the weekly diet of an obese mom and her three obese kids.

The sad (or frustrating or maddening…your pick) thing is his message isn’t new or something we all don’t already know.  We have spent the last 30 years literally eating ourselves to death and in doing so, created the first generation of kids whose life expectancy is shorter than their parents. 

Oliver’s putting his cooking skill where his mouth is, working with the local schools to improve lunch menus, building basic nutrition into curriculums and spreading the gospel throughout the community…all under the spotlight of a reality television series.  While cynics may question his motivation, there’s no denying the problem is real and the need is great.  So what if it takes a cockney voice to alert us to our problem?  I say jolly good show, old chap!  With any luck, Oliver’s efforts will give a new generation cause to appreciate “When I’m 64”.

Click here for more in formation on Jamie Oliver’s Food Revolution.

Notables^® by Mission Nutrition, creates a grab ‘n go breakfast that kids eat at their desk.  There are NO TABLES involved (get it?).  Each Notables breakfast, when paired with milk, exceeds the minimum federal School Breakfast Program nutrition requirements by pairing shelf-stable whole grain foods and fruit products in a fun bag. 

They are committed to offering only the highest quality foods in a convenient, kid-friendly manner…which is where we come in.  Notables is currently using specially formulated Oatmeal on the Run bars in two of their bags, meaning kids get all the nutrition of a bowl of instant oatmeal right at their desks.

Our teams are busy looking for other healthy ways for kids to eat and will update you with our progress.  In the meantime, make sure your kids start their day with a notable breakfast…no matter where they eat.

You’ll find more information at http://www.notables.com.

The problem is too many of us choose to not think about the food we eat, abdicating our decision-making to people who may not have our best interests at heart.  Instead, we approach most meals like a NASCAR pit stop, stopping just long enough to slam down some “fuel”, while mostly ignoring the health impact (or benefit) of our choice.  So if Jeff Gordon burns high octane super-premium, why do so many of us run on low-test and expect it to not affect performance? 

Instead of relying on industry-supported health standards, shoppers need to take responsibility for making their own smart choices.  The good news is, with very little effort, you can find places with more to offer than empty calories.  The outer ring of most grocery stores is a good place to start.  Likewise, farmer markets and natural food co-ops offer healthy, sustainable food plus have knowledgeable staff to help you understand the difference between whole grains and donut holes. 

So next time you need to refuel, take a second to think about what you’re doing.  After all, your smartest choice might be to ignore the nutrition claims on the carton and instead focus on the secret spy decoder ring inside the box.