It's hard to say where and when it started in earnest. Maybe it was the publishing of Rachel Carson's Silent Spring in 1962. Maybe it was the 2004 airing of Supersize Me, Morgan Spurlock's experiment attacking McDonald's (NYSE: MCD). Or maybe it was the documentary Food, which investigated the dark underbelly of industrialized food.
No matter when and where it started, there's no doubt a fundamental shift is occurring in how Americans approach their food. Instead of blindly trusting that the industrial agribusiness model has consumers' best interests at heart, people are starting to make informed decisions about where they get their food.
Those decisions are causing the food industry to take a long, hard look at what the future model for food in America will be. As time goes on, two distinct patterns are taking hold.
Going organic
The first of these two is the organic movement. Though some argue that organic food has the same nutritional content as conventionally produced fare, there is little doubt that a move toward organically produced food is a safer, more sustainable, and environmentally friendly model than that used by big agribusiness.
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