Really bad advice for saving on food

The Extension Office at the University of Illinois has a special web page on financial advice, which includes saving on your food dollar. The worst possible advice is to suggest clipping coupons (or using a loyalty card). Here’s my e-mail to them:

Dear Debra,

I see on the web site for financial advice that clipping coupons is suggested as a way to save on food costs. Coupons are a marketing scheme--in the long run it is very deceptive. Coupons, now often shaped like credit cards, are the size of a dollar. They most often are used for promoting 1) processed food, 2) to cover price increases, and 3) to introduce a new product, which is probably a variation of one already on the shelf, like a Ritz cracker in a different shape. Coupons help the printing companies, the ad designers, and the workers in 3rd world economies who count them, but they don't help the American consumer. The smart consumer should plan menus, stick to a list, shop the walls, stay out of the snack and soft drink aisles and contribute her own labor to reduce food costs. Loyalty cards also increase food costs as do games and sweepstakes. The first coupon was a wooden nickel, and you know what we say about those.