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In this episode of Food for Thought Leadership, Rebecca Fryer sits down with William Grand, founder and CEO of NutriFusion, to examine the growing health crisis tied to ultra-processed foods—and what it will take to fix it. Grand shares striking data on American eating habits, including the overwhelming reliance on ultra-processed products and the widespread deficiency in fruit and vegetable consumption. He argues that while consumer education is essential, meaningful progress may ultimately require federal legislation, clearer front-of-pack labeling, and even policy tools like sugar taxes to shift behavior at scale.
The conversation also explores the evolving food pyramid, the global differences in food systems, and the role manufacturers can play in reformulating everyday staples. Grand explains how NutriFusion works with brands across categories—from snack bars to mac and cheese—to restore nutrients lost in modern processing without compromising taste or texture. Looking ahead, he outlines a vision for a more transparent, nutrient-dense food system—one where better formulation, smarter policy, and informed consumers work together to improve public health outcomes.
Transcript (Edited for Brevity/Clarity)
The Ultra-Processed Food Crisis in America
Rebecca Fryer: You mentioned that a significant percentage of Americans rely on ultra-processed foods daily. Is that accurate?
William Grand: Yes. Roughly 68% of Americans consume ultra-processed foods every day. On top of that, the typical American eats sufficient vegetables only about 6% of the time and fruits about 8% of the time. We’re simply not getting the nutrition we need. Ultra-processed foods, as a general rule, are largely devoid of meaningful nutritional value and often contain high levels of sugar, salt, and harmful fats.
Rebecca Fryer: When it comes to improving public health, what’s more effective—telling people what they should eat or improving the nutritional quality of the foods they’re already eating?
William Grand: It has to be both. Consumers need to take responsibility and try to avoid ultra-processed foods. But realistically, I believe federal legislation will play a role. Without broader policy changes, it’s difficult to shift behavior at scale.
Good Processing vs. Harmful Processing
Rebecca Fryer: There’s a lot of blanket criticism around processed foods. How important is it to distinguish between helpful processing and harmful processing?
William Grand: It’s critical. Not all processing is bad. The issue is what’s being added or removed. On the harmful side, you see excessive sugar, salt, and unhealthy fats. Many CPG companies build products around taste and repeat consumption—sugar, for example, is highly addictive. Companies emphasize flavor and one or two positive attributes, but often don’t address the overall lack of nutritional value. That confuses consumers.
Rebecca Fryer: Do you see policy solutions that actually work?
William Grand: Yes. The UK implemented a sugar tax on soft drinks in 2018. Within a year, children were consuming about one teaspoon less sugar per day from beverages, and adults reduced intake by roughly two teaspoons per day over time. That adds up significantly over 12 months. Economic incentives can change consumption patterns, just like tobacco taxes did.
The New Food Pyramid and Dietary Guidelines
Rebecca Fryer: How do you expect the new dietary guidelines to influence the industry?
William Grand: It should help companies like ours because we offer a solution—putting nutrition back into foods that modern processing has stripped away. Modern processing can dramatically reduce or eliminate nutritional value. While not all processed foods are harmful, a very high percentage are.
Rebecca Fryer: Is the new food pyramid realistic for the average consumer?
William Grand: It can be more expensive to follow. But if consumers plan meals and choose real ingredients—like grating real cheese instead of using processed cheese—they can make meaningful improvements. Reading ingredient labels is essential. Marketing can be misleading. I once showed someone that their tomato juice had zero nutritional value and nearly 49% of the daily value for salt. That’s the kind of confusion consumers face.
Rebecca Fryer: If you were designing nutrition guidance from scratch, what would it look like?
William Grand: It needs to be simple and visual. Some countries use front-of-pack labeling with symbols or even a traffic light system—green for healthy, yellow for moderate, red for caution. That makes decision-making much easier for consumers.
Fiber, Protein, and Nutrition Gaps
Rebecca Fryer: We’ve seen a strong protein trend. Are we missing something?
William Grand: The new pyramid emphasizes protein, but most Americans already get enough. Where we’re truly deficient is in fruits and vegetables—and therefore fiber. Fiber is critical for heart health, reducing inflammation, and lowering oxidative stress. That’s where the focus should be.
Rebecca Fryer: What does the future look like in five to ten years?
William Grand: I hope consumers become more educated about inflammation, oxidative stress, and the link between poor diet and chronic disease. Legislation may be necessary, but education is just as important. If we have this conversation again in five years, I hope we can say progress was made.
Restoring Nutrients Through Food Innovation
Rebecca Fryer: Where does NutriFusion fit into this conversation?
William Grand: Our mission is to restore nutrients lost in processing. We use organic fruits and vegetables and extract specific nutrients—vitamins A, C, D, E, and several B vitamins—to create stable blends that manufacturers can add to products like pasta, cookies, crackers, granola bars, and even mac and cheese.
Rebecca Fryer: Does that change the flavor or texture?
William Grand: Virtually never. At typical serving levels—20–25% daily value—it doesn’t impact taste, texture, or mouthfeel. Consumers often don’t even realize it’s there unless they read the ingredient panel.
Rebecca Fryer: Why focus on organic sourcing?
William Grand: Over the last 60 to 70 years, the nutritional value of fruits and vegetables has declined by more than 50%, largely due to pesticides and fertilizers. We source organic produce and work with long-term, approved vendors to maintain quality. For example, we use mushrooms exposed to sunlight to naturally increase vitamin D, then stabilize that nutrient for use in formulations.
Rebecca Fryer: So the goal isn’t to replace whole foods, but to improve what people are already eating?
William Grand: Exactly. We’re not claiming to replicate an entire whole food. But we can provide meaningful nutrients and give manufacturers a healthy starting point. Adding nutrition is always better than leaving products nutritionally empty—and we have research that supports that.
