Authenticity Isn’t Enough: Why Food Needs Science With Integrity

As a scientist who has spent years studying nutrition, I understand why many people are losing faith in science—especially when it comes to food. The latest findings from the Truth Defined report, highlighted by Green Queen, show a telling trend: Americans are increasingly valuing "authenticity" over science when deciding what to eat. To many in my field, this looks like a crisis of public understanding. But from where I stand, it also feels like a reckoning science brought on itself.

Let’s be honest—science hasn’t always served the public. It has served funding sources. It has aligned itself with private industry interests. It has too often played the role of enabler for marketing, rather than guardian of truth. The public sees this, and they’re right to be skeptical. Distrust isn't irrational—it’s learned. The food industry has, for decades, hidden behind scientific jargon while pushing ultra-processed, profit-driven products. And now that skepticism is turning on all forms of food innovation, even the ones that could help us build a more sustainable and ethical food system.

But if we've grown tired of science used as a smokescreen for commercial gain, let’s not swing the pendulum too far in the other direction. Blind faith in "authenticity" is no solution either.

Authenticity is an aesthetic, not a credential. It might feel comforting, familiar, or grassroots—but that doesn’t make it scientifically sound. A backyard homesteader may speak with passion and honesty, but if they lack the knowledge to evaluate nutritional claims, their advice could do more harm than good. Trustworthy science isn’t perfect, but it is peer-reviewed. It’s testable. It’s built to correct itself.

The future of food shouldn’t be a battle between slick marketing science and homespun storytelling. It needs to be a collaboration between authenticity and expertise. That’s the secret sauce—credible, compassionate messengers who understand the science and the stakes.

So yes, double-check the science. Question the funding. Be wary of slick infographics and overhyped studies. But don’t throw away expertise in the process. A truly informed food movement won’t come from rejecting science—but from demanding better science. Transparent, independent, and guided by public good—not profit.

The path forward isn’t comfort or cynicism—it’s clarity. And that comes when authenticity and expertise meet.

Reference:

Mridul A. In a worrying sign for food tech, Americans trust authenticity over science to identify ‘truth’. Green Queen. Published April 16, 2025. Accessed April 17, 2025. https://www.greenqueen.com.hk/us-food-tech-agriculture-trust-report-truth-barometer/