Hormel’s Vital Cuisine example of brand
“Let food be thy medicine and medicine be they food,” said the ancient Greek physician Hippocrates in the 4th century B.C.
Seventeen centuries later in the US a growing number of food and drink companies are heeding his call, albeit in a more commercial way.
The concept of food as medicine is far from new.
Most first generation Asian and European immigrants to the United States practised the concept and taught their pre-baby boomer generation children the relationship between food, drink and health.
In China, food as medicine remains the norm for many people, particularly older folks. It’s a cultural way of life that happens when shopping and in the kitchen.
Historically Chinese eaters have viewed food and medicine as two sides of the same coin – the Taoist dualities of yin and yang. Yin foods are believed to be cooling; yang foods to be warming. Within this duality are the