Carnival is Our Culture, not a Commodity

The final notes of Trinidad and Tobago’s 2026 Carnival have faded, yet one thing is very clear. The power of food marketing is still in full performance.

For decades, calypso, soca and rapso music have provided insight into the essence of Carnival. Two lines from songs that stand out to me are ‘Carnival is colour, Carnival is Mas’ (Ronnie Mcintosh) and ‘Carnival is Bacchanal and Bacchanal is Carnival’ (Ghetto Flex & Rocky). These classic songs describe the spirit that awakens on the island each year, bringing out joy and creativity in all who participate.

Yet it is this same creativity that is being used in reverse on consumers.

Earlier this year, a popular fast-food franchise posted on its social media pages that it would no longer be celebrating Carnival 2026. The announcement almost sent the nation into a frenzy, leaving many questioning the motive behind its actions. After all, the internalized satisfaction tied to this food is so deeply embedded into our national identity that one branch in Port-of-Spain was once regarded as the most profitable outlet in the world. When the mark buss, this franchise was simply gearing up to launch its Carnival campaign. They were not celebrating Carnival, because “they are Carnival,” a slogan which echoed a similar rhetoric to the songs mentioned earlier. This announcement quickly quelled the country’s concerns.

 

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However, beneath all the humour, this moment revealed a much larger issue: the true force of food marketing.

Some may question the real influence of food advertisements, as we all possess free will to decide where to spend our money. But in a physical and digital environment where processed foods are overwhelmingly marketed to us, it’s worth considering its impact on our health, the health of our nation’s children and the food landscape.

What is Food Marketing

To ground this discussion, let’s define the term food marketing. This is a broad range of strategies such as branding, product positioning and packaging¹. One of the most researched components of food marketing is advertising and promotion, where marketers leverage both traditional media channels, digital platforms and even sponsorship to reach target audiences.

We have all experienced it. A catchy jingle that you can’t seem to get out of your head, or a nostalgic line from a 90s commercial that every Trinbagonian can recite on command.

Advancements in technology have only amplified this effect. Advertisers now have direct access to consumers through social media platforms, where algorithmic data decides what content we see and how often we see it. Moreover, through the popularization of influencer marketing, taste preferences and food knowledge have been shaped through carefully curated partnerships. Something as ordinary as an influencer distributing a free product, marketed as delivering a ‘small moment of happiness,’ becomes an emotional touch point for consumers that quietly steer their attitudes and purchasing behaviours.

While nothing is inherently wrong with food advertising, the problem lies in what is being advertised.

The Implications of Food Marketing

Advertisements for highly processed foods and sugary beverages dominate our screens daily. On the other hand, local fruits, vegetables, and healthier meals receive only a fraction of consumer attention.

This imbalance has real consequences. Increasingly, data has shown that food marketing tactics have an influence on consumers’ behaviours. An international comparative study among adults found that increased exposure to traditional and digital advertising of sugar sweetened beverages (SSB) increased the likelihood of high SSB consumption among participants². Similarly, several studies have shown that exposure to unhealthy food advertising is associated with increased intentions to purchase, taste preferences and weekly fast-food consumption^3,4.

Comparably, significant effects were also demonstrated among children. A study conducted in the United Kingdom (UK) found that children who watched over 3 hours of television per day were 3 times more likely to buy unhealthy food and 2.5 times more likely to pester their parents for unhealthy foods compared to children that watched little to no TV⁵.

Food marketing not only influences what customers consume, but also how much they consume. One purposeful marketing strategy is the practice of supersizing, which involves increasing the portions at little expense for the customer⁶. Results from aggregated studies found that there was a 35% increase in consumption among adults when portion sizes were doubled⁷.

Although nuances exist between these studied populations and T&T’s context, the findings are clear – food marketing has asserted itself as a key influencer of our dietary habits.

Therefore, the dynamic between food marketing and consumer choices extends beyond a humorous campaign and now poses a serious threat to public health. Expectations about what is cost effective, tasty and most convenient shift more towards processed foods, leaving healthier, local produce and traditional meals at a disadvantage. As a result, the excessive consumption of ultra-processed foods goes unchecked, bringing with it the looming risk of chronic diseases, a burden our nation’s public health system battles daily.

Policy Attempts

Governments and public health advocates have not stood by helplessly. They have actively worked to curb the effects of food marketing and build healthier nations.

Regionally, one approach that policymakers have attempted to introduce is front-of-package warning labels. These are simple and effective tools which can easily inform consumers if a product is high in sugar, sodium, saturated fats or trans fats⁸. Since 2018, the CARICOM Regional Organization for Standards Quality has led the revision of labelling pre-packaged foods. However, despite two rounds of voting, the standard did not meet the required voting threshold to pass into law⁹.

Earlier this year, T&T’s Ministry of Education, in collaboration with the Ministry of Health, announced stronger nutrition guidelines for food and beverages sold and served in schools. Building on the 2017 prohibition of sugar-sweetened beverages in schools, these updated guidelines include restrictions on the marketing and promotion of unhealthy foods and beverages within school environments¹⁰.

Lastly, TTMoves, a national public health initiative, continues to promote healthy eating and deliver nutrition education workshops nationwide, ensuring that citizens are informed about healthier choices.

These interventions are a meaningful starting point, yet we still have a long way to go. Despite being armed with information on healthful diets, consumers must navigate a food landscape filled with special deals and discounts, especially during seasons of celebration.

Building a healthier nation for the future

There must be a balance. Food must be enjoyed, but it must be paired with moderation. We can’t ignore how the food environment, including food marketing, has shaped our taste preferences.

New solutions are required. Whether that’s stricter regulations on what food advertising can be shown to children, revisiting front-of-package food warning labels, or even offering healthier, affordable options at fast food franchises. The message remains unchanged. We must remain aware of the evolving factors that impact our food choices, as protecting and promoting our health can no longer be left in limbo. 

References:

1. Evans B. The art and science of food marketing: Connecting consumers with culinary delights.
2. Forde H, White M, Levy L, et al. The Relationship between Self-Reported Exposure to Sugar-Sweetened Beverage Promotions and Intake: Cross-Sectional Analysis of the 2017 International Food Policy Study. Nutrients. 2019;11(12):3047. doi:10.3390/nu11123047
3. Lazard AJ, Mackert MS, Bock MA, Love B, Dudo A, Atkinson L. Visual Assertions: Effects of Photo Manipulation and Dual Processing for Food Advertisements. Vis Commun Q. 2018;25(1):16-30. doi:10.1080/15551393.2017.1417047
4. Giese H, König LM, Tăut D, et al. Exploring the Association between Television Advertising of Healthy and Unhealthy Foods, Self-Control, and Food Intake in Three European Countries. Appl Psychol Health Well-Being. 2015;7(1):41-62. doi:10.1111/aphw.12036
5. Boyland E, Muc M, Coates A, et al. Food marketing, eating and health outcomes in children and adults: a systematic review and meta-analysis. Br J Nutr. 2025;133(6):781-805. doi:10.1017/S0007114524000102
6. Farzand A, Rohin MAK, Awan SJ, Hussain A, Faizan M, Ahmad AMR. Obesity and food marketing: a narrative review of consumer influence, regulatory gaps, and ethical implications. Front Nutr. 2025;12:1645166. doi:10.3389/fnut.2025.1645166
7. Zlatevska N, Dubelaar C, Holden SS. Sizing up the Effect of Portion Size on Consumption: A Meta-Analytic Review. J Mark. 2014;78(3):140-154. doi:10.1509/jm.12.0303
8. Front-of-package warning labeling (FOPWL) in the Caribbean – PAHO/WHO | Pan American Health Organization. April 14, 2021. Accessed January 28, 2026. https://www.paho.org/en/front-package-warning-labeling-fopwl-caribbean
9. Ewing-Chow D. Here’s Why The Caribbean Still Has No Warning Labels On Unhealthy Food. Forbes. Accessed January 28, 2026. https://www.forbes.com/sites/daphneewingchow/2024/01/19/heres-why-the-caribbean-still-has-no-warning-labels-on-unhealthy-food/
10. Trinidad and Tobago Newsday. New schools nutrition policy launched: Dowlath, Bodoe declare war on childhood obesity. Trinidad and Tobago Newsday. January 10, 2026. Accessed January 28, 2026. https://newsday.co.tt/2026/01/10/new-schools-nutrition-policy-launched-dowlath-bodoe-declare-war-on-childhood-obesity/