Health And Fitness News 

Marketing And The Healing Power Of Food

Using food for healing has generally been the domain of more alternative practitioners. For example, Anne Marie Colbin, who was quite influenced by macrobiotics, wrote a book about using foods for healing. When I studied shiatsu, one of the things we learnt about was the effect of different types of foods on the body. Some were good, some were bad, and in some cases, it depended on the circumstances. And the traditional Chinese systems have a well developed analysis on the different energetic effects of food on the body.

So, it's interesting that food manufacturers are linking the individual research of science in their message to consumers. It's beginning to be not just about individual foods and their constituents, but about the branding of products using them. As a result, a lot of 'anti aging' foods have now entered the market.

For example, in Germany a bread called 'Powerbread' contains amaranth and sprouts. This is to "help slow ageing". (Nutraingredients)

Because of fairly strict laws in most countries (With the exception of some European countries), direct health claims are not often made, and manufacturers rely on the knowledge of consumers when highlighting product ingredients.

Is this a bad thing? Well, it's not necessarily bad, if it means generally healthy choices are made. For example, dark chocolate does have a lot of antioxidants, but it can also contain a lot of calories. Whilst for some people, or as an irregular treat, this is not going to be a problem, if you have a problem with being overweight, this shouldn't be a justification to eating it. And it's always good to remember that there are many sources of antioxidants.

One of the key differences to this modern, marketing approach, and that discussed by Anne Marie Colbin and the traditional Chinese, is that the latter use whole foods as a preference. Whole foods are greater than the sum of a single constituent. They contain fiber, vitamins, minerals, and a range of antioxidants and other phytochemicals, not just one or two. Fresh, whole foods also contain valuable enzymes.

And both Colbin and the Chinese talk of balance. That is, they consider a food in relation to other foods eaten, and a person's circumstances. These modifiers create a far more accurate picture of a food's effect on a personal level, I think.

Of course, the science is great. I certainly love reading about it, and I think it provides great clues as to how and when we should use foods for health aspects we would like to improve. The danger comes perhaps, in over-simplifying things.