Next Bite 2025: Why the Best Story Wins with Jack Bobo

Jack Bobo doesn’t waste time. He breaks down why scientists are losing the public. It’s not the science. It’s the messaging. He’s seen governments spend millions on solutions that never take off because no one thought about how to sell them.

He explains how emotion beats logic every time, why “processed” food triggers fear regardless of facts, and how the wrong word can tank public support before the data even lands. If you’ve ever wondered why myths go viral while truth struggles to trend, Jack gives the answer. The public isn’t misinformed, but they are overwhelmed, skeptical, and tired of being talked down to.

Joining us fresh from his keynote at Next Bite 2025, Jack shares specific moments from his work where the science was solid, but the story failed. Like how using the word “processed” instantly triggers distrust, no matter how healthy or affordable the product is. Or how GMOs remain controversial because the industry talked in facts, while critics talked in fear.

This episode really explores what happens when you ask the wrong question, or ignore emotion altogether. Jack argues that most of the public isn’t misinformed, but they are  overloaded, mistrustful, and trying to protect themselves in a world that moves too fast. 

Jack also gives sharp advice to policymakers and innovators. Stop assuming you’re the expert in the room! Assume the person you’re talking to has good reasons for believing what they do, and build the conversation from there.

KEY TAKEAWAYS

Science isn’t enough.

Jack recalls watching a biotech company launch a food product backed by mountains of research. It failed. Why? They talked like scientists. The public heard “processed” and tuned out. If your story doesn’t land, your science won’t matter.

People don’t fear food tech. They fear being lied to.

Jack pointed to the GMO debate. It wasn’t science vs. ignorance. It was trust vs. betrayal. While companies cited studies, critics told stories of harm. One connected. The other didn’t.

The questions you ask shape the answers you get.

When Jack worked on behaviour change campaigns, he saw how bad questions led to worse decisions. Asking “How do we convince people to eat this?” starts from the wrong place. Try “What do people already care about, and how can we meet them there?”

If you’re not speaking to emotion, you’re not speaking.

Jack describes test groups where people nodded through nutrition facts, then lit up when someone shared a personal story about feeding their kids. That’s the hook. You need logic, but you lead with feeling.

Don’t assume you’re the smartest person in the room.

Jack warns against expert arrogance. Real change comes when you treat the public like partners, not obstacles. If someone’s hesitant, ask why. They usually have a reason. Listen first, then respond.

“Processed” is the most dangerous word in food.

You can design the most nutritious, affordable, sustainable product. But call it “processed” and most consumers will walk away. That’s not a tech problem. It’s a language problem.

The best message is the one people repeat.

Jack’s rule: if someone can’t explain it to a friend after hearing it once, your message failed. Simplicity isn’t dumbing down. It’s respect.