Before the next food fad comes along – and odds are, it could include fruit and vegetables, meaning you may have to explain it, defend it or apologize for it  – familiarize yourself with Best Food Facts. It’s a free, science-based information source to help consumers and others seeking answers to difficult and complicated food questions that have them worried about what they're eating.

Beat Food Facts started in the U.S. five years ago, quoting about 200 food experts from American universities. Consumers submit a question to BestFoodFacts.org, a researcher is contacted for an answer, the answer is published on a blog post and the post is sent to the questioner. 

Last month, it branched out into Canada, recruiting 10 Canadian experts with distinctly Canadian answers. Among them are two leading researchers from the University of Guelph, Profs. Alison Duncan and John Prescott. They’ll address human nutrition and animal bacterial disease questions, respectively, from Canadian consumers.

This could really catch fire. In the U.S., two years after its inception, more than 200,000 visitors went to its website, BestFoodFacts.org. Last year, that number soared to more than 800,000. The organizer, The Center for Food Integrity, says traffic is growing exponentially.

Owing to different production practices and legislation between the U.S. and Canada, there can be different answers to some of the same questions posed on either side of the border. 

But overall, Canadian producers will be familiar with the most popular topics American experts have faced:  genetically modified organisms (GMOs), gluten-free food, hormones and chemicals in food, organic versus conventional food and the role of food in weight loss and management.

Ironically, some of the new technologies farmers use to keep their cost of production down and simultaneously rein in the price of food coming from the farm, are the same ones that cause people to worry about safety.

Consumers should be more worried about food storage and preparation, which is where the most food safety problems appear so far. Pro-technology groups are fond of saying there’s never been a single case of death or illness related to GMOs, in the 20 or so years they’ve been around. Yet, consumers have been told by anti-technology activists that GMOs are worrisome, and so fear persists. When someone is worried, saying “don’t worry” doesn’t help much, unless you can clearly explain why.

That’s where Best Food Facts comes in. Here, the Best Food Facts service is being coordinated by Guelph-based Farm & Food Care. That means it will get some good agriculture and food sector oversight.

 “When you google search what's on your plate and how it was grown, you deserve to find credible information from Canadian experts,” says Farm & Food Care chief executive officer Crystal Mackay.

Odds are that the Canadian researchers will grow to be as busy as those south of the border. Mackay wants to see the reach of Best Food Facts in Canada at 150,000 visitors next year. Indeed, in its first month, it’s already fielded 700 Canadian content questions.

If you're confused about food -- and who isn't? -- go ahead and ask a question. But check it periodically for trends too, to see what consumers are curious about.

For example, with Christmas around the corner, there’s all kinds of information about turkey and traditional trimmings.

Fruit producers in particular will be interested to read the eight questions about apple cider vinegar, touted by many as a cure-all.

The same goes for pumpkin spice, which has sparked a fat-filled latte craze. There’s nothing wrong with a basic pumpkin spice latte – in fact, pumpkin is low in calories, as are the spices, some of which are also considered antioxidants, which go into it.  Rather, it’s the toppings that go on top that make nutritionists cringe.

Better to have the answers now, than to scramble looking them up later – BestFoodFacts.org.