Siti Nuraisyah Suwanda, West Virginia University; Emily Tanner, West Virginia University, and M. Paula Fitzgerald, West Virginia University

It’s February, and you grab a box of cheap Valentine’s chocolate from the grocery store on your lunch break. Later, you’re eating it at your office desk when you realize someone else is watching. Suddenly, you feel a flicker of embarrassment. You hide the box away, make a joke or quietly wish they hadn’t noticed – not because the chocolate tastes bad, but because you don’t want to be judged for choosing it.

If the scenario above feels familiar, you’re not alone. Many people experience subtle embarrassment or self-consciousness about everyday consumption choices, from eating cheap Valentine’s chocolate to accepting free lunch from a school food program or having visible tattoos.

We are social marketing researchers who study stigma in marketing. In our research, we coined the term “consumption stigma” to describe how people can be judged or looked down on by others, or by themselves, simply for using certain products – even when there’s nothing objectively wrong with them.

Living with consumption stigma

When people feel judged for what they consume, or choose not to consume, the effects can be mentally exhausting. Feeling stigmatized can quietly erode self-esteem, increase anxiety and change how people behave in everyday settings. What starts as a small moment of embarrassment can grow into a persistent concern about being seen the “wrong” way.

In reviewing 50 studies about stigma in marketing, we found that people respond to consumption stigma along a continuum. Some try to avoid stigma altogether by hiding their consumption or staying away from certain products. Others adjust their behavior to reduce the risk of being judged. At the far end of the spectrum, some people actively push back, helping to destigmatize certain forms of consumption for themselves and for others.

The research we reviewed found that to avoid stigma, people may deliberately consume more expensive or socially approved alternatives, even when those choices strain their finances. Imagine someone who switches to a premium chocolate brand at the office, not because she prefers the taste, but because she wants to avoid feeling embarrassed.

Over time, this kind of adjustment could pull people into spending patterns that are beyond their means, feeding a cycle of consumption driven more by social pressure than genuine need or enjoyment. We suggest that the ramifications can be even more stark in other contexts – for example, when a child skips a free school lunch to avoid being teased, or when a veteran turns down mental health support because they fear being judged by others.

From a business perspective, when consumers avoid or abandon products to escape stigma, companies may see declining demand that has little to do with quality or value. We suggest that if consumption stigma spreads at scale, the cumulative effect can translate into lost revenue and weakened brand value.

Understanding consumption stigma, then, isn’t just about consumer well-being; it’s also critical for businesses trying to understand why people buy, hide or walk away from certain products.

Take back the narrative

Stigma often feels powerful because it masquerades as reality. But at its core, consumption stigma is a social judgment, a shared story people tell about what certain choices supposedly say about someone. When that story goes unchallenged, stigma sticks. When it’s questioned, its power starts to fade.

One way people reduce stigma is by reclaiming the narrative around their consumption. Instead of hiding, explaining or compensating, they openly own their choices. This shift from avoidance to acceptance can strip stigma of its force.

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Imagine a shopper who embraces buying cheaper store brands at the grocery store, seeing it not as a compromise but as a sign of being savvy to pay less for the same thing. When people wear their choices like armor, whether it’s cheap chocolate, secondhand clothing or specialized physical or mental health services, those choices lose their sting. When a behavior is no longer treated as something shameful, it becomes harder for others to use it as a basis for judging or looking down on people.

Of course, stigma doesn’t disappear overnight. But research shows that when enough people stop treating a behavior as something to hide, the social meaning around it begins to change. What feels embarrassing in one moment can become normalized in the next. For example, research on fashion consumption has shown how wearing a veil, once widely stigmatized in urban and secular settings, gradually became seen as ordinary and even fashionable as more women openly adopted it.

Enjoying cheap chocolate shouldn’t require justification. Cold water tastes just as good out of an unbranded travel mug as it does from a Stanley tumbler. A generic sweatshirt keeps you just as cozy as Aritzia. And yet, many people feel the need to explain, deflect or upgrade their choices to avoid being judged. Understanding consumption stigma helps explain why and underscores that these feelings aren’t personal failures, but social constructions.

Sometimes, the most effective response isn’t to consume differently, but to think differently. When people stop treating everyday choices as moral signals, they make room for a more humane – and hopefully honest – marketplace.

Siti Nuraisyah Suwanda, Doctoral Student and Graduate Researcher in Marketing, West Virginia University; Emily Tanner, Associate Professor of Marketing, West Virginia University, and M. Paula Fitzgerald, Professor of Business Administration, West Virginia University

This article is republished from The Conversation under a Creative Commons license. Read the original article.

Cracker Barrel Old Country Store is leaning into what it does best this season: familiar, homestyle comfort—plus a few timely updates designed for spring get-togethers.

In a Feb. 10 announcement from Lebanon, Tennessee, the brand said its limited-time spring menu is now available nationwide, built around returning classics like the Ham Dinner and Fried Catfish, alongside seasonal additions including a refreshed Smoky Southern Salmon and new breakfast scrambles.

A spring menu built around “feels like home” comfort

Cracker Barrel framed the rollout around the idea that guests are looking for places that still feel warm, dependable, and familiar. The company said the spring lineup balances “craveable favorites” with “thoughtful seasonal additions,” keeping the experience rooted in the country hospitality the brand is known for.

“Spring has always been a season of coming together, and that sense of connection is at the heart of who we are,” said Thomas Yun, vice president of menu strategy and innovation at Cracker Barrel. “Our spring menu brings back the flavors guests know and love, while offering new ways to enjoy the comfort and care that make Cracker Barrel feel like home.”

Ham Dinner returns as the seasonal centerpiece

Back by popular demand, the Ham Dinner returns as the headliner of the spring menu. Cracker Barrel said the meal features sugar-cured or country ham, paired with guests’ choice of classic sides—such as Dumplins, Fried Cinnamon Apples, Hashbrown Casserole, Macaroni & Cheese, and Mashed Potatoes—plus warm buttermilk biscuits or corn muffins.

The company positioned the dish as a familiar option for spring gatherings, calling it a comfort meal that generations have grown up with.

Seafood options highlight seasonal cravings

Cracker Barrel is also leaning into a time of year when seafood tends to be top of mind, spotlighting a returning favorite and a seasonal refresh.

• Fried Catfish: Two cornmeal-fried, U.S. farm-raised catfish fillets served with tartar sauce and hushpuppies, plus a choice of two or three classic sides.
• Smoky Southern Salmon: Returning with an updated seasonal recipe featuring a smokier, more savory flavor profile. Guests can order it as an entrée, pair it with shrimp, or choose it as a salad topper.

Breakfast all day, with new scrambles and a sweet favorite

For guests who come to Cracker Barrel for breakfast at any hour, the spring menu introduces two new savory scrambles and brings back a seasonal sweet option.

• Farmhouse Scramble: Bacon, sugar ham, peppers, onions, and Colby cheese over scrambled eggs, finished with diced tomatoes and green onions and drizzled with sweet-and-spicy maple syrup.
• Garden Scramble: Roasted cremini mushrooms, spinach, peppers, onions, and pepper jack cheese over three scrambled eggs, topped with diced tomatoes and green onions.
• Strawberry Stuffed Cheesecake Pancakes: Returning as a dessert-like breakfast option for a sweet start—or finish—to a meal.

Shareables and desserts bring back nostalgia

The spring lineup also includes a new shareable starter and the return of a classic dessert.

• Hushpuppy Dippers: A new, shareable take on the hushpuppies traditionally served with Fried Catfish.
• Carrot Cake: Returning with moist layers baked with coconut, pineapple, walnuts, cinnamon, and vanilla, topped with cream cheese icing and chopped pecans.

Cracker Barrel said these additions are meant to encourage guests to slow down, connect, and enjoy the “simple pleasures” associated with the brand.

“Meals for Two” value deal continues through spring

Cracker Barrel also confirmed its value-focused “Meals for Two” deal will extend through spring. Available all day Monday through Friday, the offer includes two entrées plus a choice of a shareable starter or dessert, starting at $19.99.

According to the company, the dine-in-only promotion runs through May 3, 2026, excludes taxes and beverages, and is not valid for carryout, delivery, online purchases, or with other discounts.

Availability and where to learn more

The limited-time spring menu is available now at Cracker Barrel Old Country Store locations nationwide. For more information or to find a location, visit CrackerBarrel.com.

About Cracker Barrel

Founded in 1969 in Lebanon, Tennessee, Cracker Barrel Old Country Store, Inc. serves homestyle food and offers retail merchandise across approximately 660 company-owned locations in 43 states. The company also owns the fast-casual Maple Street Biscuit Company.

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For media inquiries, Cracker Barrel provided: Media.relations@crackerbarrel.com.

Last Updated on February 11, 2026 by Daily News Staff

Avocados weren’t just on the menu for America’s biggest football Sunday — they were moving at historic volume.

Avocados From Mexico® says Mexican avocado imports to the U.S. surpassed 300 million pounds in the four weeks leading up to the 2026 pro football championship, marking the largest Big Game supply on record. According to the organization, that total is roughly 20% above historical averages for the same period — a signal of both surging demand and a supply chain built to perform when it matters most.

A record run-up to the biggest avocado day of the year

The Big Game is widely considered the single largest avocado consumption day in the U.S., driven by watch parties, snack spreads, and (of course) guacamole. Avocados From Mexico, which describes itself as the top-selling avocado brand in the country, said the record-setting four-week import performance helped retailers and foodservice operators stock up with promotable volume, preferred sizes, and consistent quality.

“Shipping more than 300 million pounds of avocados to our partners in the U.S. — and ultimately consumers — in just four weeks is remarkable and a powerful demonstration of what this industry can deliver when demand is at its peak,” said Alvaro Luque, CEO of Avocados From Mexico. He pointed to reliability and coordination across the full supply chain, from growers and packers to importers and retail partners.

Why avocado demand keeps climbing

Avocados From Mexico attributes a big share of category growth to younger consumers seeking nutrient-dense foods. The organization says this group has more than doubled avocado consumption over the past decade. Add in omnichannel marketing that ties avocados to gathering occasions, and you get a recipe for consistent demand spikes around major events.

Luque said the bigger story is confidence — not just for one Sunday, but for the rest of the season: customers can plan knowing Mexico can deliver the volume, quality, and size mix needed beyond the Big Game rush.

A 360-degree marketing push to move product at shelf

In the lead-up to the championship (played Feb. 8), Avocados From Mexico backed up supply with a fully integrated marketing campaign aimed at driving traffic, engagement, and movement at retail.

The brand’s “360-degree” approach included:

• Branded shopper materials
• Sweepstakes promotions
• A survey-backed “golden chip raffle”
• Owned and earned media tied to an AI-powered predictive platform designed to tap cultural trends and second-screen viewing behavior

The goal: keep avocados top-of-mind on game day while helping partners turn inventory into watch-party staples.

“Our customers should know Avocados From Mexico is fully equipped to provide the tools and resources to support the continued supply and demand for the remainder of this season,” said Stephanie Bazan, Senior VP of Commercial Strategy and Execution. She added that the brand plans to build on Big Game momentum with additional promotional programming tied to upcoming peak occasions.

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Mexico’s year-round advantage

Avocados From Mexico emphasized that Mexico’s growing conditions and microclimates allow for year-round production at a scale that can meet U.S. demand. This season, the organization says favorable rainfall has helped increase supply and deliver preferred size mixes — a key detail for retailers planning ads and for foodservice operators managing portioning and presentation.

What’s next: awards season, wellness, and Cinco de Mayo

Looking beyond football, Avocados From Mexico says it will continue expanding avocado consumption occasions — both cultural and health-driven.

This spring, the brand plans to activate around red carpet and award-season gatherings, positioning guacamole as an at-home viewing “signature dish.” At the same time, it will scale its health and wellness platform in partnership with the American Diabetes Association, promoting avocados as a nutrient-dense, zero sugar food that fits into everyday lifestyles.

Those efforts are also designed to carry momentum into Cinco de Mayo, which the organization calls the second-largest avocado consumption occasion in the U.S.

What to Watch For

• Guac prices and promos: Watch weekly ads for avocado deals as stores keep the party-food momentum going.
• Size and ripeness options: More “ready-to-eat” and mixed-size bags could make last-minute guac easier.
• New party recipes: Expect more quick dips, avocado salsa, and sheet-pan nacho tie-ins beyond game day.
• Next big snack moments: Award-season watch parties and Cinco de Mayo are the next guac-heavy spikes.
• Health-forward snacking: More “better-for-you” messaging as avocados stay linked to nutrient-dense eating.

For more information, visit https://avocadosfrommexico.com.

Source: Avocados From Mexico (PRNewswire), Feb. 10, 2026

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