While students in the mid-1960s were marching in protest against the Vietnam War, housewives all over the country were organizing boycotts of supermarkets to protest escalating food prices. Although those boycotts did not have much impact at the time, they represented the birth of the consumer movement that ultimately changed the way the industry thinks. Robert O. Aders, former president, Food Marketing Institute, told SN in 1994: "We didn't understand [in the 1960s] that the industry was ...

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