Food and beverage marketing has evolved from one brand advertisement to one broader attempt to shape the perception of the public about the company and its products. For example, fair trade coffee can be the same as other coffee, but the fair-trade indication provides information about the company’s working methods. David Vladeck, former director of the FTC, referred to this as ‘image’ advertising and quoted that instead of concentrating on the product, it focuses on ‘the identity that the company wants to project to the public’ (Pomeranz & Adler, 2015).
