Food companies are well aware of the health crisis their products cause, and recognize that the situation is unsustainable. But one theory has it that as long as even one of the big food companies remains cynical and uncaring about its market, they all must remain so.

Chief among the hopeful arguments is one that goes something like this: The first big food outfit to recognize that its future lies in creating a market for healthy and even environmentally neutral food (let’s throw in justice for workers and animal welfare while we’re at it!) may show the way to the future of healthy food as a sound business model. Some profitable corporations nibble at the edges of this already, but — as a piece in the current Harvard Business Review points out — American capitalists have become poor innovators.

Only the naïve, however, would believe that Big Food is generally working toward this. As Nestle and Michele Simon, author of “Appetite for Profit,” have been saying for years, these organizations represent not the public interest but the corporate one, and since they haven’t devised a way to improve or even maintain their bottom lines selling real food, they have to appear to be selling “better” food.

But the key remains selling. A new paper in the journal Social Currents by Ivy Ken, an associate professor of sociology at George Washington University, discusses Big Food’s strategy of “working together” with communities to fight the obesity crisis. The goal is threefold, according to Ken: Corporations want us to focus on the importance of their role in “solving” childhood obesity and presenting themselves as part of the solution. “Their part of working together is re-engineering their products; our part of working together is to buy more and more of this food that’s not real,” Ken said to me.

The food industry also wants us to ignore its use of that strategy to increase its market share and profits; and it wants to maintain legitimacy at a time when community groups and public health officials are, writes Ken, “demanding limits to their involvement” in supplying food to children.