They, as consumers, are demanding more of the healthier choices. Twenty years ago, that was nonexistent. Susquehanna University's Tom Bailey, assistant professor of English, knows about short-story writing. A successful short-story writer himself, Bailey has published his second book on writing. Bailey starts with a character draft.
Every character wants or needs something.
Consider such a character. Name their desire. Now, simply ask yourself why they can't have what they wish for or need. That's your basic conflict. Now, keeping your eye on that problem, write a draft of the story in which your character struggles to satisfy the specified desire.