We have all, at one time or another, been seduced by excellent poetry. It may have come in the form of our favourite rhyme as a child, or a Bollywood lyric that hit deep. Poetry serves a purpose for us humans. It goes to a place where cold reason cannot.
But when it is employed as a tool to conceal rather than reveal, it can be dangerous.
A lot of food-related advertising plays on our emotions: family bonding, longing for the pastoral life we may have left behind when we moved to the city, or simply the purity of nature. It is common in the industry to show us fields and farmers to sell us purity.
Today, this imagery is merely a surrogate for purity at best. At its worst, it is a cover-up for adulteration and low nutritional value.
Food science has advanced to a point where today, we can compare two grains and objectively prove which one is lower in adulteration and higher in nutritional value. The same applies to ghee, honey, and other such constants in our diet. So it is a puzzle to us why, when all the data is available, food brands invest more energy indulging in poetry than presenting proof.
When we started 10X Farms, we were clear that when such proof is readily available, we would never use emotions, nostalgia, and folklore to convince you.
Instead, we developed an approach called F.A.R.M.S., which is empirically verifiable using the best food measurement methods. Right from sourcing through testing to distribution, we offer you quality food that is verifiable.
In addition, all our packs have published metrics that you can check on your own.
We go a step further by sharing a QR code, which, when scanned, lets you view a lab report. Will the numbers change with every batch? Sure. It is the nature of food to change; it's not grown in a lab.
But it will still be data-backed quality, not a meaningless farmer’s stamp designed to fool you. At 10X Farms, we will always subscribe to Proof over Poetry as our guiding principle.