Remember the “moveable middle”

By Brianna Smith

Recently, I found myself unknowingly supporting a cause I fundamentally disagree with. It happened at a local farmer’s market, where a vendor sold freshly squeezed juices and protein coffees. For those unfamiliar, protein coffee is simply a blend of protein powder, espresso, or strong coffee. At 10:30 a.m., when I was getting a little hungry and tired, that sounded exactly what I needed.

I ordered a dirty chai latte with vanilla protein and happily sipped as I walked through the market. It was, admittedly, a delicious drink.

Before leaving, I stopped back to ask the vendor what brand of protein powder they used. I was curious because I’ve been trying to get back into the gym and increasing my protein intake. The vendor lit up, excitedly sharing that the powder was pea protein-based, free of artificial ingredients, and just “so good for you.”

Then came the dealbreaker: it was a product from Vani Hari, better known as The Food Babe.

For years, The Food Babe has been a thorn in the side of the agricultural and scientific communities. Despite having no formal training in food science or agriculture, she’s built a platform on fear-based food claims that often mislead consumers. I actually show one of her videos each year in my agricultural communications course at Ohio State ATI as an example of what science communicators are up against.

To be clear, I don’t oppose the idea of healthy food for all—I support it wholeheartedly. What I oppose is her approach: spreading fear rather than facts. There’s growing interest in fresher, minimally processed food, and that’s great. But access remains a challenge for many. I once visited a “food desert” on Cleveland’s east side while reporting a story—there wasn’t a single place to buy fresh produce for miles. That’s the reality for many urban communities.

Back at the market, I chose not to confront the vendor. She was kind and clearly passionate. I reminded myself of a phrase I learned early in my ag communication education: focus on “the movable middle.” These consumers are curious, open-minded, and looking for trustworthy information. They haven’t picked a side; they want the truth.

In my former role with a large healthcare organization, I had many opportunities to talk about food and farming with colleagues who trusted me to give honest, science-backed answers. That’s where we can make an impact as approachable, reliable sources.

The vendor that day wasn’t part of the movable middle. So, I moved on.

Tips for reaching the movable middle:

• Find common ground. Most people care about feeding their families well and treating animals humanely. You probably share their concerns, so start there.
• Listen first. If someone has a genuine concern about their food, give them space to express it before you jump in
• Keep it simple. Avoid industry jargon. We often forget that most consumers don’t need (or want) the fine-print details, just clear, honest answers.
• Use social media. It’s still a valuable platform, especially for short videos showing real farm life.

We may not change every mind, but by showing up with empathy, facts, and a willingness to listen, we can help more people feel confident in the food they choose.

PS – as this is June Dairy Month, I want to clarify that I prefer whey protein and real milk! Enjoy delicious dairy in whatever form you choose this month.