Tomorrow's Bites with Andrés and Sjacco Why Do Smart People Fall for Bad Food Habits Every Day? - with Executive Director of Rotham Family Food Institute, Jack Bobo #71
Jan 29, 2025
Jack Bobo, Executive Director of the Rotham Family Food Institute at UCLA, is on a mission to bridge the gap between food communication and consumer behavior. He explores how language shapes our perceptions of food choices and critiques the moralizing messaging in food marketing. Jack discusses the challenges of feeding 10 billion people and emphasizes the importance of collaboration and innovation. He dives into consumer psychology, the complexity of global food systems, and practical steps to reduce food waste, all while advocating for a more mindful approach to food policy.
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Peace Corps Moment Shaped His Mission
- Jack describes teaching in Gabon as a Peace Corps science teacher and how living in forested isolation shaped his mission.
- That experience led him to focus on feeding people sustainably to reduce deforestation and protect forests.
Science First Often Polarizes Audiences
- Jack found that starting a conversation with science often polarizes audiences rather than persuading them.
- He turned to cognitive psychology and communication to learn how people actually change their minds.
Market To Your Real Customer
- Do design product messaging for the customer you want to buy, not the founder's moral view.
- Avoid shaming potential buyers; make products enjoyable so people will adopt them without moral conversion.
