Mission
Goals of the Nopehaul Movement
The Nopehaul Movement exists for one reason: to confront and reverse the global obesity crisis that is spiraling out of control. This crisis is not just the result of individual choices — it is fueled, engineered, and amplified by the food industry and the retail environment that surrounds us.
One of my core goals is to help people understand that overweight and obese individuals are not solely responsible for their condition. The food industry — and especially grocery retailers — play a massive role in shaping behavior, manipulating cravings, and pushing people toward overconsumption.
Another goal is to make people realize that effective weight loss and real body‑weight control begin in the supermarket. If we only buy what we truly need, we cannot overeat. The battle against obesity starts long before the food reaches our plates — it starts at the moment of purchase.
I want the media and policymakers to finally acknowledge that the global obesity crisis is not just an individual problem. The food industry is deeply involved, and ignoring this fact only allows the crisis to grow. This is one of the most urgent issues of our time, with catastrophic consequences for public health, economies, and future generations.
A key mission of Nopehaul is to expose the neuromarketing tactics used by the food industry — psychological tricks designed to make shoppers buy far more than they need. These tactics are not harmless; they are deliberate strategies that exploit human vulnerability.
Another goal is to force the food industry to admit that producing enough food for 13.5 billion people — when only 8 billion live on Earth — is extreme and irresponsible. If the world ate mostly plant‑based foods, current production could feed 16 billion people. Overproduction is not efficiency — it is waste, pollution, and environmental destruction.
The food industry must also accept responsibility for the global obesity crisis driven by neuromarketing‑induced overbuying. They share responsibility for the 2.4 billion overweight and obese people, for the tens of millions who fall ill every year, and for the millions who die from obesity‑related diseases.
They must acknowledge their role in global environmental damage caused by food overproduction. They must acknowledge their role in food inflation, which is driven by artificially inflated demand. And they must acknowledge that food inflation raises overall inflation and interest rates, harming national economies and deepening budget deficits.
Because of inflated food prices, the poorest struggle to access basic nutrition — meaning the industry bears partial responsibility for hunger and starvation. They must also accept that obesity reduces fertility, meaning they share responsibility for couples who cannot have children because of weight‑related health issues.
The Nopehaul Movement demands stricter regulations on food retail and marketing. This includes:
Warning labels and images on shopping carts and baskets about the dangers of overbuying.
Warning labels covering at least 50% of food packaging.
Severe restrictions — or bans — on food advertising, with mandatory warnings about overbuying.
A ban on marketing that targets children with unhealthy foods.
Warning signs inside and outside grocery stores.
Education in schools about recognizing marketing manipulation.
Penalties for companies and executives who knowingly engage in harmful practices.
Boycotts of media outlets that accept money to hide the industry's responsibility.
Rewards for companies that actively help fight the obesity crisis.
Regulation must continue to tighten as long as the global obesity crisis grows. New restrictions must be introduced again and again until they finally work.
Taking Action When the System Refuses to Protect Us
Until lawmakers finally stand with us, we have no choice but to act — as individuals, as communities, as human beings who refuse to look away. We must expose the food industry's neuromarketing tricks and the damage they inflict. And we must learn to protect ourselves from manipulation that was designed to break our self‑control.
1. The Nopehaul Challenge
Every time we fill a shopping cart to the brim and leave it behind — and record it, and share it — we are holding up a mirror to a broken system. This is not a cute gesture. It's uncomfortable, confrontational, and only those who are ready to face backlash should take part. But sometimes the truth needs to be loud to be heard.
2. Mindful Products
Carry bags, shirts, or phone cases with messages that push back against overbuying. These small reminders can interrupt the psychological traps set by neuromarketing. And remember: no grocery store can ban you because your bag says "PUT THE COOKIE DOWN, CAROL!"
I've made some designs myself — imperfect, but honest. I hope designers who care about humanity and the planet will create even more powerful ones.
3. Shopping Lists With Purpose
Let nutrition experts create shopping lists that contain only what a person can eat without gaining weight. I urge dietitians to build apps and websites for this. No matter how aggressively stores try to manipulate us, we stick to the list. That list becomes our shield.
4. Home Delivery
If stepping into a store means stepping into a battlefield of manipulation, then avoid it. Order home delivery. Buy only what you truly need. And I call on companies who care about humanity and the planet to offer such services — with self‑imposed limits, refusing to deliver excessive quantities of food.
5. Compensation Lawsuits
In countries — and U.S. states — where partial liability allows compensation, people must take legal action.
If someone becomes ill because of obesity, they should sue.
If someone dies from obesity‑related causes, their family should sue.
I believe many courts and juries will recognize that the food lobby, through neuromarketing manipulation, bears partial responsibility. Successful lawsuits will force the industry to change — not out of kindness, but out of consequence.
My Personal Mission
Millions die every year in the global obesity epidemic. My minimum goal — the absolute minimum — is to help save more than 400,000 of them.
I am Hungarian. My country was an ally of Nazi Germany during World War II. Hungary shares responsibility for the Holocaust and the antisemitism that led to it. Many of my compatriots deny this, but denial does not erase truth.
Between the two world wars, Hungary was a stronghold of antisemitism, xenophobia, and intolerance. Some say it still struggles with these shadows today. Hungary passed anti‑Jewish laws in 1920 — more than a decade before Germany. Proportionally, it was easier to join the SS from Hungary than from Germany. Approximately 120,000 residents of Hungary became members of the SS.
During the mass deportations, the Hungarian gendarmerie rounded up Jewish citizens with brutal force. They delivered so many people so quickly that they overwhelmed Auschwitz's extermination system. Even German SS officers were horrified by the cruelty they witnessed. One testified at Nuremberg:
"It seems the Hungarians truly are descendants of the Huns; without them we never would have managed this."
My grandmother lived in Kassa — then part of Hungary. Her first husband, according to family history, was a gendarmerie officer who actively participated in the deportations. She gave many pieces of jewelry to relatives — and everyone knows where those jewels came from.
From Kassa alone, 12,000 people were deported to Auschwitz.
At the Kassa railway station, the Hungarian gendarmerie handed over more than 400,000 Hungarian Jews to the SS.
Her first husband was killed by Soviet forces. After the war, Kassa became part of Czechoslovakia, and my grandmother — along with about 100,000 Hungarians and roughly 3 million Germans — was expelled. Her life was marked by hardship. My mother was born years later.
I am not personally responsible for the Holocaust — but this history lives inside me. It weighs on me. My heart tightens every time I see Holocaust memorials or news. The photos of the deported children devastate me the most.
And this is why I want to help save more than 400,000 lives.
Because I cannot change the past — but I can refuse to be silent in the present.
I can choose to fight for life, not look away from suffering, and honor those who were lost by protecting those who are still here.