In the second episode of Food Truths on our newly announced Spoon Podcast Network, Eric Schulze sits down with Jack Bobo, Executive Director of the Rothman Family Institute for Food Studies at UCLA, to dive into the complexities of food production, consumer psychology, and the evolving alternative protein market. But my biggest takeaway? The food industry needs to do a much better job of communicating with consumers—and that means factoring in consumer psychology from the very beginning, not as an afterthought.
As Bobo said on LinkedIn about the episode: “How we communicate innovation can mean the difference between acceptance or rejection, progress or pushback.”
A Career Rooted in Food and Policy
The conversation starts with a look back at Jack’s career trajectory, which started on a self-sustaining farm in Indiana. He initially pursued environmental science and law in school, but his career trajectory eventually landed him at the U.S. State Department, where he discovered that agriculture was at the root of significant environmental challenges like deforestation and water consumption. This realization that sustainable food production could be a solution rather than a problem set him on a path to influence global food policy.
After a decade at the State Department working on agricultural biotechnology, sustainability, and food security, Bobo moved into the private sector, focusing on innovative food technologies. Now, as the head of UCLA’s Rothman Family Institute for Food Studies, he’s not just analyzing market forces—he’s navigating the competing narratives in food and ag tech, working to bridge divides through science and psychology to reshape how food, innovation, and sustainability are discussed.
Consumer Psychology and Food Communication
One of Bobo’s biggest takeaways from his time at the State Department was how psychology shapes public perceptions of food. He found that leading conversations with science and technology would often alienate consumers instead of persuading them. Instead, he turned to behavioral science, cognitive psychology, and marketing strategies to better understand how people make food choices.
“Science at the beginning of the conversation just polarizes the audience,” Bobo said. “Those who agree with you, agree more. But those who don’t actually push further against you. The key is to frame messages in ways that connect emotionally and align with people’s existing values.”
Bobo argues that many alternative protein companies fail because they focus too much on their mission and not enough on the sensory experience of their products. Consumers buy food for taste, convenience, and price—not for environmental impact or technological novelty. The key to winning them over is to offer indulgent, satisfying products and market them in a way that aligns with existing consumer food preferences rather than trying to convert them through ideology.
While the alternative protein industry has made strides, Bobo believes many companies have miscalculated their approach.
“Most people won’t buy your product because they believe what you believe,” he said. “They will buy it in spite of it. You need to get your personal beliefs out of the way and let them enjoy your product without feeling like they have to adopt a new ideology.”
He also discussed unnecessary conflicts with the traditional meat and dairy industries. The biggest competitor to dairy, Bobo argues, isn’t plant-based milk—it’s bottled water. Similarly, alternative proteins should focus less on replacing meat and more on coexisting within a diverse food system.
At UCLA, Bobo aims to tackle the growing tensions in food debates by applying behavioral science to communication strategies. He hopes to foster collaboration across the food industry and reduce the polarization that often slows progress. By better understanding consumer psychology, he believes companies can introduce sustainable and nutritious food innovations more effectively—without alienating the very consumers they’re trying to reach.
You can listen to the full conversation on Apple Podcasts, Spotify or wherever you get your podcasts. You can also watch the full conversation below. If you like this, make sure to subscribe to Eric’s new podcast and leave a review!
