'Food is a marker of identity, of who we are and who we want to be...'
Dr Emily Contois at the University of Tulsa, in turn, said that “food is a marker of identity, of who we are and who we want to be,” and that rather than harping on about their health benefits, food marketers could tap into the notion that whole grains are ‘real’ foods, which resonates at a time of social and cultural anxiety.