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by Stewart Truelsen

Our parents’ fears have become a reality. We are a nation of finicky eaters. Popular diets and health concerns are partially responsible, but there are other reasons. Foremost, we can afford to be picky eaters. Food has never been more affordable in this country, and there is a greater variety than ever before.

According to the United States Department of Agriculture (USDA), there is a widening gap between per-capita incomes and the amount of money spent on food. USDA also recently predicted that for the remainder of this decade, average annual food price inflation would amount to just 2.2 percent. In the inflationary 1970s, food price inflation was 8.4 percent.

Steven Anderson, chief executive officer of the National Restaurant Association, is quoted in USA Today as saying, "We’ve developed an exorbitantly sophisticated palate." Anderson refers to it as the "panache factor." Plain is out and special is in.

The newspaper article goes on to give some eye-opening statistics about the food choices available today. Dreyer’s Grand Ice Cream offered 34 flavors in 1977. Today it sells 250 different kinds. Tropicana had two kinds of orange juice a decade ago; it now has 24. A cup of coffee was a cup of coffee not long ago, but now we have a choice of beans that are fair trade and organically grown. Drink choices go way beyond adding cream and sugar. When Whole Foods opened in 1974, it sold two kinds of lettuce. Thirty years later it sells 40.

Food marketing has certainly played a role in making us a nation of selective eaters, but the marketers would have us believe that they are responding to our wishes and not the other way around. Retailing plays a role, too. The supermarket is competing against other supermarket chains and discount super centers, club warehouse stores, dollar stores, convenience stores and drug stores – all selling food. And don’t forget farmers’ markets or subscription food sales.

The USA Today article also points to the influence of the Food Network. In 1995 an average of 36,000 viewers watched the Food Network in prime time. Last year, the number was 640,000. The Food Network Web site recently was telling people "don’t limit yourself" to macaroni and spaghetti when it comes to pasta. Their alternatives included Buckwheat Noodles.

What this means for farmers is that interest in food has never been greater. Food is a social and cultural event. Today's consumer is very interested in eating better and eating more selectively. This should benefit farmers who can produce for niche markets and produce premium or hard-to-find products. If a cup of coffee can go from 50 cents to $3.50 with a little foam and marketing, then the sky is the limit. Farmers should embrace the finicky eater.