Vegetable consumption in the United States has been on a steady decline, with most of the vegetables consumed coming from potatoes and tomatoes, primarily in the form of fries (thinly cut potato slices), chips, ketchup and pizza sauce. This dietary pattern contributes to excessive fat and sodium intake, while actual vegetable consumption—excluding these processed forms—remains below one cup per day per person. The industrial food system plays a central role in this crisis, as it prioritizes profit over health by making fresh produce expensive while promoting cheaper, high-calorie processed foods. This approach perpetuates a cycle where fast food and ultra-processed snacks dominate the American diet, further diminishing the intake of nutritious vegetables.
Since 2003, US per capita vegetable consumption has fallen from 400 pounds to 350 pounds per year. This decline has been exacerbated by economic downturns, rising food prices, and time constraints that make processed and fast foods more appealing. Additionally, the restaurant industry has contributed to unhealthy eating habits by adding excessive fat and dairy to vegetables, making them less nutritious and often more caloric than their raw counterparts. As a result, the American diet has shifted further away from whole, plant-based nutrition, increasing the risk of chronic health issues such as obesity, diabetes and cardiovascular diseases. This situation has been referred to as Apocalypse Chow. See: https://yesmagazine.org/opinion/2025/03/13/apocalypse-chow-defining-vegetables
While profitability is an essential factor in any business, in that it provides existing and new jobs and gives scope for innovation and business improvements, an exclusive focus on profit (i.e. ‘profit motive’) at the expense of public health and well-being introduces significant socio-economic risks. A food system driven purely by financial gain alone creates ethical, economic, environmental and social dilemmas and disparities. Apocalypse Chow not only compromises individual health but also contributes to broader societal problems, such as increased healthcare costs and environmental degradation caused by industrialized farming practices.
Enterprises must recognize that profit, while necessary for continuity and longevity, should be balanced with sustainability, improvements in industrial and business practices, and social responsibility. Investing in healthier food production, supporting local agriculture, and promoting accessible fresh produce can benefit both businesses and society. A shift towards a more responsible food industry, where affordability and nutrition go hand in hand, would foster long-term economic and social stability. In doing so, enterprises develop a better public reputation and can position themselves as leaders in ethical and sustainable business practices. By aligning profitability with public health interests, enterprises can contribute to a healthier and more sustainable future for all.
