Written by Marty Kaplan/h3>
I couldn’t believe my eyes.
I was in a Minneapolis branch of Byerly’s, an upscale grocery chain in Minnesota. Scanning the aisles for a small extravagance for my dinner hosts, I noticed that the shelf labels included not just the price-per-unit, which I’m used to, but little blue and white linked hexagons marked on a scale of 1 to 100 — a “NuVal” score.
NuVal scores don’t tip you off to a bargain. They tell you how good or bad a food is for your health.
Yeah, right. The idea that a food store would admit — would explicitly declare, on the spot, as your hand is reaching for it — that a product it’s selling is nutritionally crappy: that violates every principle of Marketing 101, not to mention Ayn Rand 101.