Scientific method

The scientific method seeks to explain the complexities of nature in a replicable way, and to use these explanations to make useful predictions. It provides an objective process to find solutions to problems in a number of scientific and technological fields. Often scientists have a preference for one outcome over another, and scientists are conscientious that it is important that this preference does not bias their interpretation. A strict following of the scientific method attempts to minimize the influence of a scientist's bias on the outcome of an experiment. This can be achieved by correct experimental design, and a thorough peer review of the experimental results as well as conclusions of a study.

Scientists use models to refer to a description or depiction of something, specifically one which can be used to make predictions that can be tested by experiment or observation. A hypothesis is a contention that has been neither well supported nor yet ruled out by experiment. A theory, in the context of science, is a logically self-consistent model or framework for describing the behavior of certain natural phenomena. A theory typically describes the behavior of much broader sets of phenomena than a hypothesis—commonly, a large number of hypotheses may be logically bound together by a single theory. A physical law or law of nature is a scientific generalization based on a sufficiently large number of empirical observations that it is taken as fully verified.

Scientists never claim absolute knowledge of nature or the behavior of the subject of the field of study. Certain scientific "facts" are linguistic (such as the fact that humans are mammals), but these are true only by definition, and they reflect only truths relative to agreed convention. These deductive facts may be absolute, but they only say something about human language and expression, but not about the external world. This part of science is like mathematics.

Another part of science is inductive, and attempts to say something about the external world which is not true by definition, but can be shown to be true in specific instances by experiment or observation. Unlike a mathematical proof, a scientific theory which makes statements about nature in an inductive way, is always open to falsification, if new evidence is presented. Even the most basic and fundamental theories may turn out to be imperfect if new observations are inconsistent with them. Critical to this process is making every relevant aspect of research publicly available, which permits peer review of published results, and also allows ongoing review and repeating of experiments and observations by multiple researchers operating independently of one another. Only by fulfilling these expectations can it be determined how reliable the experimental results are for potential use by others.

Isaac Newton's Newtonian law of gravitation is a famous example of an established law that was later found not to be universal—it does not hold in experiments involving motion at speeds close to the speed of light or in close proximity of strong gravitational fields. Outside these conditions, Newton's Laws remain an excellent model of motion and gravity. Since general relativity accounts for all the same phenomena that Newton's Laws do and more, general relativity is now regarded as a more comprehensive theory.

Philosophy of science

Main article: Philosophy of science

The philosophy of science seeks to understand the nature and justification of scientific knowledge and its ethical implications. It has proven difficult to provide a definitive account of the scientific method that can decisively serve to distinguish science from non-science. Thus there are legitimate arguments about exactly where the borders are. There is nonetheless a set of core precepts that have broad consensus among published philosophers of science and within the scientific community at large. (see: Problem of demarcation)

Science is reasoned-based analysis of sensation upon our awareness. As such, the scientific method cannot deduce anything about the realm of reality that is beyond what is observable by existing or theoretical means. When a manifestation of our reality previously considered supernatural is understood in the terms of causes and consequences, it acquires a scientific explanation.

Resting on reason and logic, along with other guidelines such as Occam's razor, which states a principle of parsimony, scientific theories are formulated and the most promising theory is selected after analysing the collected evidence. Some of the findings of science can be very counter-intuitive. Atomic theory, for example, implies that a granite boulder which appears a heavy, hard, solid, grey object is actually a combination of subatomic particles with none of these properties, moving very rapidly in space where the mass is concentrated in a very small fraction of the total volume. Many of humanity's preconceived notions about the workings of the universe have been challenged by new scientific discoveries. Quantum mechanics, particularly, examines phenomena that seem to defy our most basic postulates about causality and fundamental understanding of the world around us. Science is the branch of knowledge dealing with people and the understanding we have of our environment and how it works.

There are different schools of thought in the philosophy of scientific method. Methodological naturalism maintains that scientific investigation must adhere to empirical study and independent verification as a process for properly developing and evaluating natural explanations for observable phenomena. Methodological naturalism, therefore, rejects supernatural explanations, arguments from authority and biased observational studies. Critical rationalism instead holds that unbiased observation is not possible and a demarcation between natural and supernatural explanations is arbitrary; it instead proposes falsifiability as the landmark of empirical theories and falsification as the universal empirical method. Critical rationalism argues for the primacy of science, but at the same time against its authority, by emphasizing its inherent fallibility. It proposes that science should be content with the rational elimination of errors in its theories, not in seeking for their verification (such as claiming certain or probable proof or disproof; both the proposal and falsification of a theory are only of methodological, conjectural, and tentative character in critical rationalism). Instrumentalism rejects the concept of truth and emphasizes merely the utility of theories as instruments for explaining and predicting phenomena.

Mathematics and the scientific method

Mathematics is essential to many sciences. One important function of mathematics in science is the role it plays in the expression of scientific models. Observing and collecting measurements, as well as hypothesizing and predicting, often require mathematical models and extensive use of mathematics. Mathematical branches most often used in science include calculus and statistics, although virtually every branch of mathematics has applications, even "pure" areas such as number theory and topology. Mathematics is most prevalent in physics, but less so in chemistry, biology, and some social sciences.

Some thinkers see mathematicians as scientists, regarding physical experiments as inessential or mathematical proofs as equivalent to experiments. Others do not see mathematics as a science, since it does not require experimental test of its theories and hypotheses, although some theorems can be disproved by contradiction through finding exceptions. (More specifically, mathematical theorems and formulas are obtained by logical derivations which presume axiomatic systems, rather than a combination of empirical observation and method of reasoning that has come to be known as scientific method.) In either case, the fact that mathematics is such a useful tool in describing the universe is a central issue in the philosophy of mathematics.

Further information: Eugene Wigner, The Unreasonable Effectiveness of Mathematics in the Natural Sciences

Goal(s) of science
Science continually seeks to gain increased understanding and, where appropriate, the possibility for control of many specific aspects of the physical world. Its successes in achieving this goal stem directly from its ability to elucidate the foundational mechanisms which underlie nature's processes. Here, an image of "artificial" bioluminescence which has been induced in a tobacco plant by the use of genetic engineering.
Science continually seeks to gain increased understanding and, where appropriate, the possibility for control of many specific aspects of the physical world. Its successes in achieving this goal stem directly from its ability to elucidate the foundational mechanisms which underlie nature's processes. Here, an image of "artificial" bioluminescence which has been induced in a tobacco plant by the use of genetic engineering.
“ Without the influence of custom, we should be entirely ignorant of every matter of fact beyond what is immediately present to the memory and senses. ”

—David Hume, 1737

What the goal is

The underlying goal or purpose of science to society and individuals is to produce useful models of reality. To achieve this, one can form hypotheses based on observations that they make in the world. By analysing a number of related hypotheses, scientists can form general theories. These theories benefit society or human individuals who make use of them:

* Newton's theories of physics allow physicists to predict various physical interactions, from the collision of one moving billiard ball with another, to trajectories of space shuttles and satellites.
* Relativity can be used to calculate the effects of our sun's gravity on a mass light-years away. It has also been used for commercial applications such as corrections to the clocks on satellites, which make tracking by satellite (e.g. Global Positioning System) more accurate.
* Chemistry and biology has increased understanding and the usefulness of chemical and biological reactions and scenarios.
* The social sciences allows for predictions for complex interactions like economic turbulence and also to better understand human behavior and to produce useful models of society and to work more empirically with government policies.

In modern times though, these segregated scientific disciplines (notably the latter two) are more often being used together in conjunction to produce more complete models and tools. One goal of science is to explain and utilize multiple known phenomena with one theory or set of theories.

What the goal is not

Despite popular impressions of science, it is not the goal of science to answer all questions. The goal of the sciences is to answer only those that pertain to perceived reality. Also, science cannot possibly address nonsensical, or untestable questions, so the choice of which questions to answer becomes important. Science does not and can not produce absolute and unquestionable truth. Rather, science tests some aspect of the world and attempts to provide a precise, unequivocal framework to explain it. This is a goal of science, but it is not an absolutely necessary one. Usually the framework for a scientific theory is a mechanical or physical model, but it may only merely be a mathematical model. In the latter case, the role of science is lessened from that of explaining phenomena to that of merely predicting future phenomena or observations, given certain input conditions or observations.

The separate roles of explanation and prediction must be differentiated, because science must always provide a clear prediction of future phenomena (by definition) but is not always able to provide or differentiate between possible explanations for the causes of phenomena. As an often cited example, there exist a number of models of quantum mechanics which differ in explanation of quantum phenomena and in physical models for them, but are all mathematically equivalent in prediction. For this reason, the possible explanations and physical models cannot be differentiated. In such cases, natural science does not and cannot provide a preferred explanation or mechanical model for reality, but because it continues to provide a clear predictive mathematical model for reality, it retains its classification as science.

Science is not a source of equivocal value judgments, though it can certainly speak to matters of ethics and public policy by pointing to the likely consequences of actions. What one projects from the currently most unequivocal scientific hypothesis onto other realms of interest is not a scientific issue, and the scientific method offers no assistance for those who wish to do so. Scientific justification (or refutation) for many things is, nevertheless, often claimed. Certain value judgments are intrinsic to science itself. For example, scientists value relative truth and knowledge, and the actual progress of science requires cooperation between scientists, and is highly intolerant of dishonesty. Cooperation and honesty are thus values which are intrinsic to the actual social practice of the scientific method itself.

Utilization of scientific discoveries

In short, science produces models with useful predictions. Science attempts to describe what is, but avoids trying to determine what is (which is for practical reasons impossible). Science is a useful tool. . . it is a growing body of understanding by which one can contend more effectively with surroundings and to better adapt and evolve as a social whole as well as independently.

For a large part of recorded history, science had little bearing on people's everyday lives. Scientific knowledge was gathered for its own sake, and it had few practical applications. However, with the dawn of the Industrial Revolution in the 18th century, this rapidly changed. Today, science has a profound effect on the way humans interact with and act upon nature, largely through its applications in new technology.

Some forms of technology have become so well established that it is easy to forget the great scientific achievements that they represent. The refrigerator, for example, owes its existence to a discovery that liquids take in energy when they evaporate, a phenomenon known as latent heat. The principle of latent heat was first exploited in a practical way in 1876, and the refrigerator has played a major role in maintaining public health ever since (see Refrigeration). The first automobile, dating from the 1880s, made use of many advances in physics and engineering, including reliable ways of generating high-voltage sparks, while the first computers emerged in the 1940s from simultaneous advances in electronics and mathematics.

Other fields of science also play an important role in the things the developed world use or consume every day. Research in food technology has created new ways of preserving and flavoring of edible products (see Food processing). Research in industrial chemistry has created a vast range of plastics and other synthetic materials, which have thousands of uses in the home and in industry. Synthetic materials are easily formed into complex shapes and can be used to make machine, electrical, and automotive parts, scientific and industrial instruments, decorative objects, containers, and many other items.

Alongside these achievements, science has also brought about technology that helps save human and non-human life. The kidney dialysis machine enables many people to survive kidney diseases that would once have proved fatal, and artificial valves allow sufferers of coronary heart disease to return to active living. Biochemical research is responsible for the antibiotics and vaccinations that protect living things from infectious diseases, and for a wide range of other drugs used to combat specific health problems. As a result, the majority of people in the developed world live longer and healthier lives than ever before.

However, scientific discoveries can also have a negative impact in human affairs. Over the last hundred years, some of the technological advances that make life easier or more enjoyable have proved to have unwanted and often unexpected long-term effects. Industrial and agricultural chemicals pollute the global environment, even in places as remote as Antarctica, and the air in many cities is contaminated by toxic gases from vehicle exhausts (see Pollution). The increasing pace of innovation means that products become rapidly obsolete, adding to a rising tide of waste (see Solid Waste Disposal). Most significantly of all, the burning of fossil fuels such as coal, oil, and natural gas releases into the atmosphere carbon dioxide and other substances known as greenhouse gases. These gases have altered the composition of the entire atmosphere, producing global warming and the prospect of major climate change in years to come.

Science has also been used to develop technology that raises complex ethical questions. This is particularly true in the fields of biology and medicine (see Medical Ethics). Research involving genetic engineering, cloning, and in vitro fertilization gives scientists the unprecedented power to bring about new life, or to devise new forms of living things. At the other extreme, science can also generate technology that is designed to deliberately hurt or to kill. The fruits of this research include chemical and biological warfare, and also nuclear weapons, by far the most destructive weapons that the world has ever known.

Science and social concerns

A good understanding of science is important because it helps people to better utilize technology, which most humans interact with on a daily basis. This is especially significant in developed countries where advanced technology has become an important part of peoples' lives. Science education aims at increasing common knowledge about science and widening social awareness of scientific findings and issues. In developed countries, the process of learning science begins early in life for many people; school students start learning about science as soon as they acquire basic language skills and science is often an essential part of curriculum. Science education is also a very vibrant field of study and research. Learning science requires learning its language, which often differs from colloquial language. For example, the physical sciences heavily rely on mathematical jargon and Latin classification is pervasive in biological studies. The language used to communicate science is rife with terms pertaining to concepts, phenomena, and processes, which are initially alien to children.[citation needed]

Due to the growing economic value of technology and industrial research, the economy of any modern country depends on its state of science and technology. The governments of most developed and developing countries therefore dedicate a significant portion of their annual budget to scientific and technological research. Many countries have an official science policy and many undertake large-scale scientific projects—so-called "big science". The practice of science by scientists has undergone remarkable changes in the past few centuries. Most scientific research is currently funded by government or corporate bodies. These relatively recent economic factors appear to increase the incentive for some to engage in fraud in reporting the results of scientific research [1],[2] often termed scientific misconduct. Occasional instances of verified scientific misconduct, however, are by no means solely modern occurrences. (see also: Junk science) In the United States, some have argued that with the politicization of science, funding for scientific research has suffered.[3]

Scientific literature

Main article: Scientific literature

Science has become so pervasive in modern societies that it is generally considered necessary to communicate the achievements, news, and dreams of scientists to a wider populace. This need is fulfilled by an enormous range of scientific literature. Scientific journals communicate and document the results of research carried out in universities and various other research institutions. Most Scientific journals cover a Scientific field and publishes the research within that field, the research is normally expressed in the form of a Scientific paper. Science magazines (e.g. New Scientist, Scientific American) cater to the needs of a wider readership and provide a non-technical summary of popular areas of research, including notable discoveries and advances in certain fields of research. Additionally, science books and magazines on science fiction ignite the interest of many more people. A significant fraction of literature in science is also available on the World Wide Web; most reputable journals and news magazines maintain their own websites. A growing number of people are being attracted towards the vocation of science popularization and science journalism.[citation needed]

Fields of science

Main article: Fields of science

Science is broadly sub-divided into the categories of natural sciences and the social sciences. There are also related disciplines that are grouped into interdisciplinary and applied sciences, such as engineering and health science. Within these categories are specialized scientific fields that can include elements of other scientific disciplines but often possess their own terminology and body of expertise. Examples of diverse scientific specialties include linguistics, archaeology, forensic psychology, materials science, microbiology, nuclear physics, paleontology, etc.[citation needed]

The status of social sciences as an empirical science has been a matter of debate in the 20th century, see Positivism dispute.[5] Discussion and debate abound in this topic with some fields like the social and behavioural sciences accused by critics of being unscientific. In fact, many groups of people from academicians like Nobel Prize physicist Percy W. Bridgman[6] or Dick Richardson, Ph.D.—Professor of Integrative Biology at the University of Texas at Austin[7], to politicians like U.S. Senator Kay Bailey Hutchison and other co-sponsors[8], oppose giving their support or agreeing with the use of the label "science" in some fields of study and knowledge they consider non-scientific or scientifically irrelevant compared with other fields.

Fields not canonically science

The word "science" is older than its modern use, which is as a short-form for "natural science". Uses of the word "science", in contexts other than those of the natural sciences, are historically valid, so long as they are describing an art or organized body of knowledge which can be taught objectively. The use of the word "science" is not therefore always an attempt to claim that the subject in question ought to stand on the same footing of inquiry as a natural science.

"Science" has in the 21st century largely become a short term to refer to natural science. The changing use of the word has resulted in much confusion (see above) when areas of inquiry and certain professions seem to have branded themselves as sciences, only for the added aura of seriousness or rigor that the term implies. Actuarial science, political science, computer science and library science sometimes make claim to the title because of their grounding in mathematical rigor. However, in such arguments it is better to remember (see the introduction) that the word "science" goes back historically to use of the term to describe an objective transferable body of knowledge regarding the means to carry out a program or manual art, and a "science" therefore does not implicitly require use of mathematics (though quantitation always helps in making objective claims).

Purported sciences, such as creation science, are connected with supernaturalism and not the naturalistic point of view held by a greater number of scientists. In such cases, opinions regarding whether or not creation science is scientific is heterogeneously disputed among different individuals, campuses, or states, with an implied majority of anthropologists disagreeing.

Food sources

Foods from plants
Food from plant sources
Food from plant sources

Many plants or plant parts are eaten as food. There are around two thousand plant species which are cultivated for food, and many have several distinct cultivars.[3] Plant-based foods can be classified as with the nutrients necessary for the plant's initial growth. Because of this, seeds are often packed with energy, and are good sources of food for animals, including humans. In fact, the majority of all foods consumed by human beings are seeds. These include cereals (such as maize, wheat, and rice), legumes (such as beans, peas, and lentils), and nuts. Oilseeds are often pressed to produce rich oils, including sunflower, rape (including canola oil), and sesame.[4]

Fruits are the ripened extensions of plants, including the seeds within. Fruits are made attractive to animals so that animals will eat the fruits and excrete the seeds over long distances. Fruits, therefore, make up a significant part of the diets of most cultures. Some fruits, such as pumpkin and eggplant, are eaten as vegetables.[5] (For more information, see list of fruits.)

Vegetables are other plant matter which is eaten as food. These include root vegetables (such as potatoes and carrots), leaf vegetables (such as spinach and lettuce), stem vegetables (such as bamboo shoots and asparagus), and inflorescence vegetables (such as globe artichokes and broccoli). Many herbs and spices are highly-flavorful vegetables.[6]

Foods from animals
Various raw meats
Various raw meats

Meat is eaten, either from muscle systems or from organs. Often other animal products are eaten as well. Mammals produce milk, which in many cultures is drunk or processed into dairy products such as cheese or butter.[7] Birds and other animals lay eggs, which are often eaten.[8] Many cultures eat honey, produced by bees, and some cultures eat animal blood.

Other foods

Some foods do not come from animal or plant sources. These include various edible fungi, including mushrooms. Fungi and ambient bacteria are used in the preparation of fermented and pickled foods such as leavened bread, wine, beer, cheese, pickles, and yogurt.[9] Many cultures eat seaweed, which is a protist, or blue-green algae (cyanobacteria) such as Spirulina.[10] Additionally, salt is often eaten as a flavoring or preservative, and baking soda is used in food preparation. Both of these are inorganic substances, as is water, an important part of human diet.

Legal definition

English-speaking countries usually define four categories of substances as food [11] [12] [13]:

* any substance, intended to be, or reasonably expected to be, ingested by humans;
* water and other drinks;
* chewing gum;
* substances used as ingredients in the preparation of food.

Food production

Main article: Agriculture

Food is traditionally obtained through farming, ranching, and fishing, with hunting, foraging and other methods of subsistence locally important. More recently, there has been a growing trend towards more Sustainable agricultural practices. This approach - which is partly fuelled by consumer demand - encourages biodiversity, local self-reliance and Organic farming methods.[14]

Major influences on food production are international policy, (e.g. the World Trade Organization and Common Agricultural Policy), national government policy (or law), and war.[15]

Food for livestock is fodder and traditionally comprises hay or grain.[16]

Food preparation
Food being prepared in large quantities
Food being prepared in large quantities

While some food can be eaten without preparation, many foods undergo some form of preparation for reasons of safety, palatability, or flavor. At the simplest level this may involve washing, cutting, trimming or adding other foods or ingredients, such as spices. It may also involve mixing, heating or cooling, pressure cooking, fermentation, or combination with other food.[17]

In a home, most food preparation takes place in a kitchen. Some preparation is done to enhance the taste or aesthetic appeal; other preparation may help to preserve the food; and others may be involved in cultural identity. A meal is made up of food which is prepared to be eaten at a specific time and place.[2][18]

The preparation of animal-based food will usually involve slaughter, evisceration, hanging, portioning and rendering. In developed countries, this is usually done outside the home.[19][20]

Cooking

Main article: Cooking

The term "cooking" encompasses a vast range of methods, tools and combinations of ingredients to improve the flavour or digestibility of food. It generally requires the selection, measurement and combining of ingredients in an ordered procedure in an effort to achieve the desired result. Constraints on success include the variability of ingredients, ambient conditions, tools, and the skill of the individual cooking.[17]

The diversity of cooking worldwide is a reflection of the myriad nutritional, aesthetic, agricultural, economic, cultural and religious considerations that impact upon it.[2]

Cooking requires applying heat to a food which usually, though not always, chemically transforms it, thus changing its flavor, texture, appearance, and nutritional properties.[21] Cooking proper, as opposed to roasting, requires the boiling of water in a container, and was practiced at least since the 10th millennium BC with the introduction of pottery.[22] There is archaeological evidence of roasted foodstuffs at Homo erectus campsites dating from 420,000 years ago.[23][24]

Food manufacture

Main article: Food manufacture

Packaged foods are manufactured outside the home for purchase. This can be as simple as a butcher preparing meat, or as complex as a modern international food industry.

Early food processing techniques were limited by available food preservation, packaging and transportation. This mainly involved salting, curing, curdling, drying, pickling and smoking.[25]

During the industrialisation era in the 19th century, food manufacturing arose.[26] This development took advantage of new mass markets and emerging new technology, such as milling, preservation, packaging and labelling and transportation. It brought the advantages of pre-prepared time saving food to the bulk of ordinary people who did not employ domestic servants.[27]

At the start of the 21st century, a two-tier structure has arisen, with a few international food processing giants controlling a wide range of well-known food brands. There also exists a wide array of small local or national food processing companies.[28] Advanced technologies have also come to change food manufacture. Computer-based control systems, sophisticated processing and packaging methods, and logistics and distribution advances, can enhance product quality, improve food safety, and reduce costs.[27]

Food trade
Some brand name foods
Some brand name foods
Gourmet foods
Gourmet foods

Food is now traded and marketed on a global basis.[29] The variety and availability of food is no longer restricted by the diversity of locally grown food or the limitations of the local growing season.[30] Between 1961 and 1999 there has been a 400% increase in worldwide food exports.[31] Some countries are now economically dependent on food exports, which in some cases account for over 80% of all exports.[32]

In 1994 over 100 countries became signatories to the Uruguay Round of the General Agreement on Tariffs and Trade in a dramatic increase in trade liberalisation. This included an agreement to reduce subsidies paid to farmers, underpinned by the WTO enforcement of agricultural subsidy, tariffs, import quotas and settlement of trade disputes that cannot be bilaterally resolved.[33] Where trade barriers are raised on the disputed grounds of public health and safety, the WTO refer the dispute to the Codex Alimentarius Commission, which was founded in 1962 by the United Nations Food and Agriculture Organization and the World Health Organization. This has greatly affected world food trade.[34]

Food marketing and retailing

Food marketing brings together the producer and the consumer. It is the chain of activities that brings food from “farm gate to plate.”[35] The marketing of even a single food product can be a complicated process involving many producers and companies. For example, fifty-six companies are involved in making one can of chicken noodle soup. These businesses include not only chicken and vegetable processors but also the companies that transport the ingredients and those who print labels and manufacture cans.[36] The food marketing system is the largest direct and indirect nongovernment employer in the United States.

In the pre-modern era, the sale of surplus food took place once a week when farmers took their wares on market day, into the local village market place. Here food was sold to grocers for sale in their local shops for purchase by local consumers.[2][27]

With the onset of industrialisation, and the development of the food processing industry, a wider range of food could be sold and distributed in distant locations. Typically early grocery shops would be counter-based shops, in which purchasers told the shop-keeper what they wanted, so that the shop-keeper could get it for them.[2][37]
Packaged food aisles of supermarket in Portland, Oregon
Packaged food aisles of supermarket in Portland, Oregon

In the 20th century supermarkets were born. Supermarkets brought with them a self service approach to shopping using shopping carts, and were able to offer quality food at lower cost through economies of scale and reduced staffing costs. In the latter part of the 20th century, this has been further revolutionised by the development of vast warehouse-sized out-of-town supermarkets, selling a wide range of food from around the world.[38]

Unlike food processors, food retailing is a two-tier market in which a small number of very large companies control a large proportion of supermarkets. The supermarket giants wield great purchasing power over farmers and processors, and strong influence over consumers.[28] Nevertheless, less than ten percent of consumer spending on food goes to farmers, with larger percentages going to advertising, transportation, and intermediate corporations.[39]

There are two basic views of food marketing: production focus and consumer focus. The production-focused view is an institutional one that is primarily concerned with producing a food as efficiently as possible and transporting it so it can eventually be sold. In this perspective, “marketing” is basically a distribution activity.

In contrast to this production perspective, the consumer-focused view involves understanding what exactly consumers want and providing it to them in a form, in a message, and at a profitable price. Whereas a production focus is typically not flexible enough to anticipate consumer demands and interests, a consumer focus necessitates this skill.[40]

The Food Marketing Mix and the Four Ps of Marketing

The four components of food marketing are often called the “four Ps” of the marketing mix because they relate to product, price, promotion, and place.[41] One reason food manufacturers receive the largest percentage of the retail food dollar is that they provide the most differentiating, value-added service. The money that manufacturers invest in developing, pricing, promotion, and placing their products helps differentiate a food product on the basis of both quality and brand-name recognition.

Product

In deciding what types of new food products a consumer would most prefer, a manufacturer can either try to develop a new food product or try to modify/extend an existing one. For example, a sweet, flavored yogurt drink would be a new product, a new flavor of milk (such as chocolate or strawberry) would be an extension of an existing product. There are three steps to both developing and extending: generate ideas, screen ideas for feasibility, and test ideas for appeal. Only after these steps will a food product make it to national market. Of one hundred new food product ideas considered, only six make it to a supermarket shelf.

Price

In profitably pricing the food, the manufacturer must keep in mind that the retailer takes approximately 50 percent of the price of a product. A frozen food sold in a retail store for $4.50 generates an income of $2.25 for the manufacturer. This money has to pay for the cost of producing, packaging, shipping, storing, and selling the product.

Promotion

Promoting a food to consumers is done out of store, in store, and on package. Advertisements on television and in magazines are attempts to persuade consumers to think favorably about a product, so that they go to the store to purchase the product. In addition to advertising, promotions can also include Sunday newspaper ads that offer coupons such as cents-off and buy-one-get-one-free offers.

Place

Place refers to the distribution and warehousing efforts necessary to move a food from the manufacturer to a location where a consumer can buy it. It can also relate to the place within a store that it is located.

Famine and hunger

Food deprivation leads to malnutrition and ultimately starvation. This is often connected with famine, which involves the absence of food in entire communities. This can have a devastating and widespread effect on human health and mortality. Rationing is sometimes used to distribute food in times of shortage, most notably during times of war.[15]

Starvation is a significant international problem. Approximately 815 million people are undernourished, and over 16,000 children die per day from hunger-related causes.[42] Besides starvation, insufficient food causes nearly a third of all babies born worldwide to die prematurely or have disabilities.[43] Food deprivation is regarded as a deficit need in Maslow's hierarchy of needs and is measured using famine scales.[44]

Food aid

Food aid can benefit people suffering from a shortage of food. It can be used to improve peoples' lives in the short term, so that a society can increase its standard of living to the point that food aid is no longer required.[45] Conversely, badly managed food aid can create problems by disrupting local markets, depressing crop prices, and discouraging food production. Sometimes a cycle of food aid dependence can develop.[46] Its provision, or threatened withdrawal, is sometimes used as a political tool to influence the politics of the destination country. Sometimes, also, food aid provisions will require certain types of food be purchased from certain sellers, and food aid can be misused to enhance the markets of donor countries.[47][48] International efforts to distribute food to the neediest countries are often co-ordinated by the World Food Programme.[49]

Food safety

Main article: Food safety

Foodborne illness, commonly called "food poisoning," is caused by bacteria, toxins, viruses, parasites, and prions. Roughly 7 million people die of food poisoning each year, with about 10 times as many suffering from a non-fatal version.[50]

The two most common factors leading to cases of bacterial foodborne illness are cross-contamination of ready-to-eat food from other uncooked foods and improper temperature control. Less commonly, acute adverse reactions can also occur if chemical contamination of food occurs, for example from improper storage, or use of non-food grade soaps and disinfectants. Food can also be adulterated by a very wide range of articles (known as 'foreign bodies') during farming, manufacture, cooking, packaging, distribution or sale. These foreign bodies can include pests or their droppings, hairs, cigarette butts, wood chips, and all manner of other contaminants. It is possible for certain types of food to become contaminated if stored or presented in an unsafe container, such as a ceramic pot with lead-based glaze.[50]

Food poisoning has been recognised as a disease of man since as early as Hippocrates.[51] The sale of rancid, contaminated or adulterated food was commonplace until introduction of hygiene, refrigeration, and vermin controls in the 19th century. Discovery of techniques for killing bacteria using heat and other microbiological studies by scientists such as Louis Pasteur contributed to the modern sanitation standards that we enjoy today. This was further underpinned by the work of Justus von Liebig whose work led to the development of modern food storage and food preservation methods.[52] In more recent years, a greater understanding of the causes of food-borne illnesses has led to the development of more systematic approaches such as HACCP, which can identify and eliminate many risks.[53]

Food allergies

Main article: food allergy

Some people have allergies or sensitivities to foods which are not problematic to most people. This occurs when a person's immune system mistakes a certain food protein for a harmful foreign agent and attacks it. About 2% of adults and 8% of children have a food allergy.[54] The amount of the food substance required to provoke a reaction in a susceptible individual can be minute. For instance, tiny amounts of food in the air, too minute to be smelled, have been known to provoke lethal reactions in sufficiently sensitive individuals. Commonly food allergens are gluten, corn, shellfish (mollusks), peanuts, and soy. Most patients present with diarrhea after ingesting certain foodstuffs, skin symptoms (rashes), bloating, vomiting and regurgitation. The digestive complaints usually develop within half an hour of ingesting the allergen.[54]

Rarely, the food allergy chelce can lead to anaphylactic shock: hypotension (low blood pressure) and loss of consciousness. This is a medical emergency. An allergen associated with this type of reaction is peanut, although latex products can induce similar reactions.[54] Initial treatment is with epinephrine (adrenaline), often carried by known patients in the form of an Epi-pen.[55]

Dietary habits

Main article: Diet (nutrition)

Dietary habits are the habitual decisions a person or culture makes when choosing what foods to eat.[56] Although humans are omnivores, each culture holds some food preferences and some food taboos.[57] Dietary choices can also define cultures and play a role in religion. For example, only Kosher foods are permitted by Judaism, and Halal/Haram foods by Islam, in the diet of believers.[58] In addition, the dietary choices of different countries or regions have different characteristics. This is highly related to a culture's cuisine.

Dietary habits play a significant role in the health and mortality of all humans. Imbalances between the consumed fuels and expended energy results in either starvation or excessive reserves of adipose tissue, known as body fat.[59] Poor intake of various vitamins and minerals can lead to diseases which can have far-reaching effects on health. For instance, 30% of the world's population either has, or is at risk for developing, Iodine deficiency.[60] It is estimated that at least 3 million children are blind due to vitamin A deficiency.[61] Vitamin C deficiency results in scurvy.[62] Calcium, Vitamin D and phosphorus are inter-related; the consumption of each may affect the absorption of the others. Kwashiorkor and marasmus are childhood disorders caused by lack of dietary protein.[63] Obesity, a serious problem in the western world, leads to higher chances of developing heart disease, diabetes, and many other diseases.[64]

Many individuals limit what foods they eat for reasons of health, morality, or other habit.[65] For instance vegetarians choose to forgo food from animal sources to varying degrees. Others choose a healthier diet, avoiding sugars or animal fats and increasing consumption of dietary fiber and antioxidants.[66]

More recently, dietary habits have been influenced by the concerns that some people have about possible impacts on health or the environment from genetically modified food.[67] Further concerns about the impact of industrial farming on animal welfare, human health and the environment are also having an effect on contemporary human dietary habits. This has led to the emergence of a counterculture with a preference for organic and local food.[68]

Nutrients in food

Main article: Nutrition

Between the extremes of optimal health and death from starvation or malnutrition, there is an array of disease states that can be caused or alleviated by changes in diet. Deficiencies, excesses and imbalances in diet can produce negative impacts on health, which may lead to diseases such as scurvy, obesity or osteoporosis, as well as psychological and behavioral problems. The science of nutrition attempts to understand how and why specific dietary aspects influence health.

Nutrients in food are grouped into several categories. Macronutrients means fat, protein, and carbohydrates. Micronutrients are the minerals and vitamins. Additionally food contains water and dietary fiber.