Agro Business – Crisbie Coach

Introduction: A Growing Sensitivity

In recent decades, gluten has gone from a staple protein to a dietary villain. Once praised for its nutritional value and baking properties, gluten is now avoided by millions. But why has gluten intolerance surged so dramatically? Is it a genuine health crisis or a cleverly orchestrated strategy by the agro-business industry?

What Is Gluten and Why Is It a Problem Now?

Gluten is a group of proteins—primarily gliadins and glutenins—found in wheat, barley, and rye. It gives bread its elasticity and chewy texture. Historically, gluten was considered harmless for most people. However, today, approximately 8.4% of the global population suffers from gluten-related disorders, including celiac disease and non-celiac gluten sensitivity (NCGS).

Celiac disease alone affects about 1.4% of the global population, while 6% of Americans are estimated to be gluten intolerant. This rise has sparked questions: Is gluten itself to blame, or is something more insidious at play?

The Agro-Business Factor: More Gluten, More Problems

According to research from the Leibniz Institute for Food Systems Biology, modern wheat varieties have undergone significant changes over the past 120 years. While the total gluten content has remained relatively stable, the composition of gluten proteins has shifted, with a higher concentration of immunoreactive gliadins—the proteins most likely to trigger adverse reactions.

This change is not accidental. Driven by the need for higher yields and better baking performance, agro-businesses have selectively bred wheat to enhance these properties. The result? A crop that’s more profitable but potentially more harmful to human health.

Chemical Warfare in the Fields

Beyond genetic selection, the intensive use of chemicals in wheat farming has raised red flags. Herbicides like glyphosate (Roundup) are commonly sprayed on wheat just before harvest to dry the crop—a process known as desiccation. This practice, now widespread in the U.S., has been linked to increased gluten sensitivity and inflammation.

Moreover, wheat naturally contains amylase-trypsin inhibitors (ATIs)—proteins that act as natural pesticides. These ATIs have been shown to trigger immune responses and inflammation, even in people without celiac disease.

Genetic Modification

Contrary to popular belief, commercial wheat is not genetically modified (GMO) in the traditional sense. However, it has been extensively hybridized and selectively bred since the 1960s to enhance yield and gluten strength. These changes have altered the genetic structure of wheat, introducing new sequences like, which are strongly associated with celiac disease.

Recent advances in gene editing are now being used to develop low-gluten or celiac-safe wheat varieties. While promising, these are still in experimental stages and not yet widely available.

The Billion-Dollar Gluten-Free Boom

As gluten intolerance rises, so does the demand for gluten-free products. In the U.S. alone, the gluten-free market was valued at $2.27 billion in 2024 and is projected to grow over $4 billion by 2030.

This explosive growth has turned gluten sensitivity into a highly profitable industry, with major food corporations capitalizing on consumer fears and dietary trends.

Conclusion: A Manufactured Epidemic?

The rise in gluten intolerance is not merely a medical phenomenon—it’s a complex interplay of industrial agriculture, chemical exposure, and economic incentives. While some individuals genuinely suffer from celiac disease or NCGS, the broader surge in gluten sensitivity may be a byproduct of modern farming practices and aggressive food marketing.

As consumers, it’s crucial to stay informed and question the origins of our food. Is gluten truly the enemy, or is it the way we’ve manipulated wheat that’s to blame?

Are you celiac or do you know anyone who is? It would be interesting to know their story. I am not celiac but have been found with a severe inflammation caused by food and I have to limit my intake of gluten (and for an Italian like me, I must admit that at the beginning it was rather difficult).

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Gluten: The Silent Villain