The Australian Food and Grocery Council (AFGC) has launched a new initiative to address widespread misunderstandings about processed food and encourage more informed conversations about what Australians eat.
Leading the campaign is cookbook author and mum of three Kelsie Heemskerk, known online as @cookwithkels_. In partnership with a content production team, the initiative explains how processed food fits into today’s lifestyles and why it plays a valuable role in food security, nutrition, and convenience.
The campaign is focused on breaking down common myths and providing evidence-based insights into what food processing actually involves. It explains why certain foods are processed, how the process enhances safety and shelf life, and how it helps ensure consistent food access across Australia.
While many people associate processed food with negative health outcomes, the AFGC points out that processing includes everyday practices such as pasteurisation, freezing, canning, and fortification. These methods help preserve nutrients, reduce waste, and make food more accessible and affordable for families.
The campaign outlines four key topics:
- Whether processed food is harmful to health
- The nutritional value of processed vs unprocessed food
- The meaning behind long ingredient lists
- The impact of removing processed foods from our diets
Each of these questions is addressed in a clear and practical way. Rather than promoting specific products, the focus is on helping consumers understand that not all processed foods are created equal. Some are heavily refined and high in added sugars or sodium, but many are essential to maintaining a safe and stable food supply.
The AFGC highlights that food processing supports not just health but also logistics. For example, without preservation techniques, it would be difficult to transport food across vast areas of Australia or maintain stock in remote communities. Processing also plays a part in ensuring nutritional needs are met, such as adding iron to cereals or iodine to salt.
By providing clear and accurate information, the campaign aims to empower Australians to make better choices at the supermarket, based on facts rather than fear or misinformation. Consumers are encouraged to look beyond labels and ingredient counts and to consider the overall role a food plays in their diet.
This initiative also acknowledges the modern-day reliance on convenience. With busy lifestyles and rising living costs, processed foods often offer a practical and affordable solution without sacrificing nutrition. Items such as frozen vegetables, canned beans, and wholegrain bread are all processed in some form and contribute positively to balanced eating.
In an environment where food trends, online influencers and media coverage often send mixed messages, the AFGC’s campaign provides a timely reminder to assess food with a balanced and informed perspective.
Ultimately, the campaign seeks to spark a shift in how processed food is perceived. It recognises that while not every processed item is beneficial, many form an important part of everyday nutrition, safety and access, particularly in a country as geographically diverse as Australia.
By reshaping the conversation, the AFGC hopes to build greater understanding and trust in the food supply chain. Their message is simple: education, not fear, should guide food choices.
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