Perspective: Gluten-free is just another fad for food influencers to profit off of


Agriculture used to be a part of almost every American’s life. Citizens were responsible for providing at least part of their diet themselves by growing fruits and vegetables or raising their own livestock. As we became more dependent on city life, some folks found their niche to be providing food for others. The industrial revolution and other societal advances have led to the overall growth of the average farm size and the reduction of farm owners.

Now-a-days, less than 2 percent of Americans are directly involved in the production of fruits, vegetables, or livestock and, according to the American Farm Bureau Federation, the average person is more than three generations removed from the farm. This means that a lot of people aren’t very aware of how products are grown, harvested, or processed before they make it to the grocery store shelves.

Unfortunately, another group of people have found their “niche,” as well. Preying on Americans’ lack of knowledge of agriculture industries, some “influencers” promote a specific lifestyle, diet, or food label — and bash agriculture in the process. These people take advantage of the rapid spread of information using social media sites, and they earn money doing it. They know that many Americans will not have the knowledge to prove them wrong, and sadly many people will blindly follow them regardless of their qualifications. Whether the influencer believes the information they are sharing or not, they know that these hot topics, such as organic, non-GMO, gluten free, etc. will gain them followers and earn them money.

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Spreading misinformation about food is incredibly dangerous. Lies regarding animal welfare on farms, treatment of farm labor, or about how food is produced impacts not only how consumers purchase products but can even impact legislation, food prices, and nutrition in the U.S.

Many of the products these influencers promote are expensive and potentially hard to come by. Convincing the public that they must buy 100 percent organic, gluten-free, dairy-free, free-range, etc. products or that they are bad parents, going to get cancer, or some other outlandish statement instills fear in consumers. Fear-mongering food is making it confusing for consumers: They aren’t sure what is true, what is healthy, or what is safe for them to consume anymore — and all of this contributes to health hysteria.

flavcity farm babe

Confusion regarding what people are “allowed” to eat according to what these influencers claim is not “toxic” or “unclean” not only can contribute to nutrition issues, but also financial issues. Products with these niche food labels are more expensive.

For example, gluten-free products are 240 percent more expensive than their gluten counterparts yet their sales keep growing. The gluten-free market is expected to reach over $7.5 billion in sales by 2027, even though only 1 percent of the world have diagnosed celiac disease and estimates of only 2 million people in the U.S. have it. This increase is a direct result of fear-mongering food and marketing savvy, and it has thereby decreased the buying power of the American food dollar since the public is purchasing more expensive products to replace more traditional choices.

Although there is no scientific evidence to support a gluten-free lifestyle as “healthier” for someone without celiac disease, in fact some research suggests it may hinder health, but this hasn’t stopped millions of Americans from going gluten-free.

Gluten isn’t the only term Americans are avoiding when it comes to food. Things like antibiotics, hormones, preservatives, high-fructose corn syrup, and others are being traded for organic, grain-free, all natural, and other more meaningless labels. Advancements in science, food production, and processing, are the reasons we can enjoy such a diverse, full grocery store as Americans. It’s time that we, as a society, begin to thank the hard-working agriculturalists who continue to put food on our plates, regardless of what products we purchase.

The public should take a hard look at who they are following online and what kind of messages they are spreading. Does it seem sensationalized? Are they generally advertising or promoting a particular product? If so, then it’s time to hit that unfollow button and get the real truth on your food by those who know it best and who live it daily: farmers and ranchers.


Michelle Miller, the Farm Babe, is a farmer, public speaker and writer who has worked for years with row crops, beef cattle, and sheep. She believes education is key in bridging the gap between farmers and consumers.

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