Tag Archives: pizza

Pizza boxes: the new trojan horse?

Have a look at this “Food for thought” card, please. There it is at the bottom of the screen. It appeared recently with my store-bought pizza.

Optimism, action, imagination and conversation, all of these are good things.  And I agree that food is an important link with the world.  

But I was a little surprised to hear about them from my pizza box.  Yes, I get it.  Food, planet, environment, this is a new trinity.  Respecting this trinity through an overhaul of lifestyle is the new desideratum.  Check.  Caring about this thing and encouraging other people to care about it too, this is the new orthodoxy.  I not only get this.  I subscribe to it.

But there is something unseemly about being instructed in this sort of thing by a brand. There is presumption of familiarity.  For the brand to speak to me in this tone means that the brand must know me.  There is also a presumption of asymmetry.  In our relationship, the brand knows better.  Finally, there is that recitation of the new cosmology: that stuff about food connecting us to the world.  

I agree with everything being said (give or take).  But I am a little uncomfortable when these things are being said to me…by a brand.  

Unless of course there really is a new orthodoxy and certain powers are entitled to recite this orthodoxy and the rest of us are obliged to listen to it.  And if that’s the case, someone forgot to tell me.

Apparently, I missed that box.