In the grocery store the other day we spied two young boys, perhaps eleven or twelve years old, reading the ingredients panel of a package of sugar-frosted, cream-filled dessert cakes bearing some ludicrous name from a decade gone by.
Perhaps years ago they would have dug into their pockets for the coins to buy them, but these two boys were reading the chemical names out loud and laughing.
There is a sea change of enlightenment underway. Young people are more savvy consumers, have finely tuned BS radar, and are aware of the genuine. This bodes well for growers of non-toxic food, makers of high-quality goods, and innovators of all stripes.