The “Make America Healthy Again” (MAHA) movement has already left its mark on America’s grocery aisles, ushering in a wave of changes from the phasing out of artificial dyes to the introduction of colorless, dye-free alternatives by major brands like PepsiCo. However, the latest iteration of the Department of Health and Human Services (HHS) dietary guidelines, rolled out this month, threatens to create a stark divide in the nation’s pursuit of health.
The MAHA Mandate: A Costly Prescription?
Unlike its 2025 predecessor, the updated guidelines, while still advocating for less-processed foods, now explicitly champion pricier red meat and whole-fat dairy products, often at the expense of plant-based alternatives. Simultaneously, the new guidance actively discourages processed grain products such as white bread, crackers, and packaged breakfast items – staples that many lower-income households rely on for their daily nutritional needs.
“We know food prices have been top-of-mind for many consumers over the past few years,” notes David Ortega, a professor of food economics and policy at Michigan State University. Speaking to Fortune, Ortega highlighted the inherent affordability issues: “These are items that sell at a higher price point. Animal proteins are traditionally more expensive. Whole milk is more expensive than low-fat or reduced-fat milk. That’s one major concern. There’s certainly affordability issues.”
A K-Shaped Plate: Economic Realities of the New Guidelines
The concerns voiced by economists and public health experts are not merely theoretical; they lay bare the practical implications of a K-shaped economy, where the affluent thrive while the less fortunate struggle. This economic disparity is now manifesting directly in American kitchens and grocery budgets.
Evidence of this widening gap is already emerging. The Federal Reserve’s Beige Book, published this month, indicated that these new dietary recommendations would pose significant challenges for the lower half of the ‘K’. The San Francisco Fed specifically observed that low- and middle-income Americans are already cutting back on protein purchases to manage tight budgets, even as wealthier Americans continue to spend freely, including on luxury items.
Affordability was a pressing issue long before these new guidelines. Grocery prices climbed 2.4% over the 12 months ending in December, according to Department of Labor data. Beef prices, in particular, have soared due to tariffs and shrinking cattle herds—a trend expected to persist throughout the year, as confirmed by Omaha Steaks CEO Nate Rempe. For lower-income Americans, groceries represent a disproportionately large share of their spending. While the highest-income households spent an average of nearly $17,500 on food in 2023, this accounted for only about 8% of their income. In stark contrast, the lowest-income Americans spent roughly $5,000 annually on groceries, consuming over 30% of their total spending, according to U.S. Department of Agriculture data.
Beyond Nutrition: RFK Jr.’s Controversial Overhaul
The MAHA movement, spearheaded by HHS Secretary Robert F. Kennedy Jr., has not shied away from controversy. Kennedy has openly challenged established medical expertise on various public health conventions, including the role of seed oils and processed foods, which he controversially links to chronic illness. His tenure has seen a significant overhaul of the HHS, including the layoff of thousands of agency employees—a move that scientists warn could jeopardize the future of vital public health research. This climate of distrust in the existing healthcare system further complicates the reception of the new dietary guidelines, especially their pronounced shift towards animal-based proteins over plant-forward ingredients.
The Government’s Defense: A $3 Meal?
Amidst the growing criticism, the Trump administration has defended the new guidelines, asserting that healthy eating doesn’t have to be expensive. Agriculture Secretary Brooke Rollins, in an interview with News Nation, claimed that Americans could eat healthily for as little as “around $3 a meal for a piece of chicken, a piece of broccoli, corn tortilla, and one other thing.” This assertion, however, was met with swift online backlash, prompting Rollins to clarify her remarks, suggesting she had envisioned a more “robust plate” featuring a larger piece of chicken, a whole head of broccoli, a baked potato, and slices of bread. The HHS and USDA have yet to respond to Fortune’s requests for comment on the matter.
Looking Ahead: A Broader Challenge
Ultimately, the debate surrounding MAHA’s new dietary guidelines extends beyond mere food choices and price tags. It underscores a deeper, systemic challenge: ensuring equitable access to healthy food for all Americans. The current recommendations, while aiming for a healthier nation, appear to inadvertently exacerbate existing economic disparities, raising critical questions about the feasibility and fairness of public health policy in a K-shaped economy. Addressing these structural barriers will be crucial for any truly inclusive vision of national health.
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