I remember being a kid, a teenager more likely when a book was released about food additives, what they are and what to avoid. And I remember someone in my family buying it, and the revelation of what was actually in our food. It was not a pleasant experience.
We were fast to become aware of not using MSG, and made sure it was not in our Chinese food when we ordered. In some parts of the world we’ve become so incredibly aware of the use of MSG that a stranger stated, when I asked about it in a Chinese restaurant, -oh no, none of the Chinese restaurants in Canada use MSG anymore.
When I first came to Sweden I found myself researching the subject and to my astonishment struggled to find a Swedish word for MSG. When I asked my local Chinese or Thai restaurant they didn’t have a clue what I was talking about and I found almost no reference to it on the internet.
That was up until a couple of years ago, up until my friend Mats-Eric Nilsson came onto the scene. And I say my friend, not because I know him, but because I’m so glad someone has finally brought this discussion into the spotlight.
Being an avid SvD reader I often see his name in print, as he has produced countless articles over the years, many of which have discussed food addtives and local produce. So when a friend told me she’d bought his book Hemliga Kocken (The secret chef) I was both surprised, and not. I wasn’t surprised he had published a book, but I was surprised that it had taken this long. The book is written as a user's guide to what really is in the food we buy and eat.
Perhaps it was that book that came out when I was a teen, perhaps it is simply my natural green, pure and simple inclination and my awareness of health issues. For whatever reason, I have always read the labels, and in more recent years, bought as much organic produce as possible, to avoid the nasties. In the early days people thought me strange, now days many are singing my tune – even the most unlikely of people.
It seems my experience reflects the greater population, and I was thrilled to read an article in SvD saying that the discussion has indeed changed our buying habits. It also seems that the Coop Report, released this week, a study of the buying habits of almost 44 000 members, outlines exactly how much things have changed. Apparently:
- 80 percent say they have been affected by recent discussions about additives in food.
- 75 percent of consumers say the ingredients lists on products are unclear.
- 70 percent often or always look at the country where the item was produced.
- 85 percent buy local to contribute to a better climate and to transport resources.
- 79 percent buy local to support local producers.
- 17 percent do not eat homemade food daily.
- 35 percent decide what they will have for dinner when they go into the grocery store.
Mats-Eric Nilsson – influencing consumers, producers & suppliers
A man who may well go down in history as one of the greatest influences on Swedish food and beverage consumption. Any wonder he was recently awarded with a Knowledge Award for A Unique Personal Achievement. After being handed an ice cream/popsicle in 2002 this journalist’s quick glance at the ingredients was life-changing. It ignited his research, his desire to get to the bottom of the subject and to disclose the lies and the deception in the food and beverage industry, on behalf of the consumer.
From journalist to author, to public speaker, Mats-Eric and his team have now launched a new label, Äkta Vara (pure product). This label, launched in mid October, is a guarantee that the product is free from additives. While it has not been without criticism and questions of intent and benefit, the label is independent and aims to make it easier for the consumer to choose. Not everyone has the time or the energy to stop and look at and understand the product labels.
While Mats-Eric might be largely responsible for brewing up a storm in the Swedish food and beverage industry, as well as consumption behaviour, the all-essential question is, will the discussion die out here as quickly as it has elsewhere?
That book from the 80s was the first of many, and when I did a little research I found many interest groups around the world working to increase awareness about food additives. Yet things haven’t changed all that much in terms of consumption or production. Pick up any savoury snack food and you will find MSG listed as one of the ingredients – seems like what is not ok in Chinese food is perfectly acceptable in snack foods and many other processed products.
Nevertheless the additives revolution seems to be having far more impact here than it did in Australia in the 80s. Some 60 000 hard copies of Hemliga Kocken have been sold so far, 15 000 pocket versions sold the first week it was released, and 30 000 people have signed a petition demanding locally produced food in schools – according to an article published 12 months ago!
There is no doubt it is an international trend, driven by another foodie Jamie Oliver in the UK, but there are a couple of things that suggest that this trend will stick, in Sweden at least. The Swedes have long been health conscious and environmental awareness is much higher here than it is in other parts of the world. Add to that the fact that there has never been the range of processed food available here, not compared to the supermarkets I go to in Australia and Canada. They are much larger and have far more processed food in their range. What was once a point of frustration for this newcomer to Sweden, is now one of the joys of living here.
Äkta Vara – because real food is so much better than synthetic, for all involved!
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