A campaign led by the Center for Food Integrity (CFI) and branded under the Gaha group has drawn criticism for its efforts to shape public conversations around food and agriculture. The initiative, which began developing in mid-2025, employs a network of influencers and industry groups to promote messaging that supports the food industry’s perspective on controversial topics such as processed foods, pesticides, raw milk, and agricultural practices.
Internal documents reveal that CFI provided extensive communication guidelines for industry partners, including a “Say This, Not That” guide designed to steer language use on key topics within the campaign. The center also regularly disseminates insight briefs analyzing public sentiment and media narratives related to food issues, allowing participants to fine-tune their outreach strategies. For example, a briefing covering February and March 2026 highlighted concerns over rising childhood obesity rates and cited research linking ultra-processed foods to behavioral changes in children, followed by suggested messaging resources for industry use.
The campaign’s influencer strategy is informed by consumer research identifying preferred messengers for different audience segments. Local farmers and wellness advocates are targeted for authenticity seekers; scientists and dietitians for rationalists; and lifestyle or faith-based influencers for comfort-seeking audiences. The campaign reportedly generated more than 13 million online impressions and over 1.1 million engagements since its launch, according to an August 2026 CFI report.
Several influencers have participated in the campaign, sharing content aligned with CFI’s messaging priorities. Slade Wentworth, a social media creator with more than 1 million followers, said he engaged with the campaign to provide a balanced discussion amid what he described as an overabundance of "anti- and pseudoscientific claims" in food and wellness spaces. Another participant, the anonymous creator of hydroxide.foodscience, cited the campaign’s positive framing of food and agriculture as a key reason for involvement. Jessica Steier, CEO of Unbiased Science, interviewed a farmer for the campaign to illustrate modern farming practices and pesticide use, emphasizing that editorial control remained with her organization. Steier described the initiative as an effort to counter “chemophobia” — public fear around chemicals in food — and promote evidence-based understanding.
Despite these endorsements, some critics view the campaign as an industry-driven "crisis management" response to the growing Maha movement—a loosely affiliated coalition of advocates and influencers challenging industrial food practices. Jerold Mande, a former USDA deputy undersecretary for food safety, characterized Maha’s cross-partisan appeal as a significant threat to the food industry. He noted that deploying influencers to counter Maha, which itself leverages influencer networks, is a strategic move to contest evolving narratives in public discourse.
The campaign’s fundraising structure reportedly includes tiered donor benefits, with contributions upwards of $100,000 granting members seats on a leadership council, influencing messaging strategies, and assisting with further fundraising efforts. The Farm Bureau, while connected to the campaign, deferred comment and directed inquiries to CFI.
As the debate over food system transparency and safety intensifies, the efforts by organizations like CFI underscore the complexities in balancing industry interests, scientific communication, and consumer advocacy on a highly contested public stage.