Filed under: J500 Week 5 | Tags: eat locally, Frito-Lay, going green, local-washing
I found the article about Frito Lays Chips being locally made by Bruce Horovitz to be very interesting. Frito-Lay is such a huge industry; it is hard to believe that they are trying to “localize” their industry. I stress the quotation marks because I laughed when I read that they were coming out with this new campaign about how their chips are “local.”
The article points out that the brand has always been an American brand. However, because the current trend is to go “local,” I believe Frito-Lay wants to jump on the bandwagon. The article states that Frito-Lay chips have always been produced in the United States. Now, Frito-Lay wants to make it blatant to its consumers that this is so by starting this campaign.
Currently, consumers want to know where their food is coming from. From a business standpoint, Frito-Lay did an excellent job. I checked out the chip tracker and found that a bag of chips I bought in Kansas could potentially be made in, say, Florida.
I mean, I think it is interesting to know where the chips were made, but then again, Florida is thousands of miles away! When I think of “local” food, I think foods that are produced no farther away than one’s state.
This leads me to believe that Frito-Lay may be trying to “local-wash” its consumers. To me, it seems like the company is tricking its consumers into believing that the chips are indeed local, even though they may actually have been produced across the country.
I believe this is where the ambiguous term of “local” comes into play. It seems like Frito-Lay’s definition of local may be “made in the United States.”
“Going green” has often been thought of as growing crops without any chemicals. However, on the Frito-Lays website, it stresses how many tens of millions of pounds of potatoes are grown in various states. If you click here, you will be able to see a map of the United States and be able to scroll over every state that produces Lays. Personally, this sounds a little fishy to me and too industrialized to be “green.”
I found this video of a farmer for Frito-Lay from Maine on the Frito-Lay website. The farmer appears quite personable in the video and it actually made me sigh with happiness. Then, it occurred to me that this family’s farm is most likely very industrialized and not environmentally friendly.
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