Trump unleashes a combination of strategies for the midterm elections: strongly pushing for tax cuts and the "MAHA movement," with the pharmaceuticals and processed foods sectors bearing the brunt of it.

Notably, former President Donald Trump has shown a lack of enthusiasm for campaigning and has been quite frugal with spending ahead of the midterm elections in November. At the Republican conference held this week in Dallas, he intensified his involvement and continued to employ the long-tested strategy of promoting himself. For months, despite polls indicating his approval ratings have plummeted to an all-time low, Trump has been vigorously advertising his construction achievements in Washington and attending various major sporting events. However, as his party faces headwinds, he now appears to be more focused on the midterm elections, asserting that voters should regard him as a candidate worthy of their votes. Trump's former advisor Steve Bannon stated, He understands this is not an election to persuade voters, indicating that the president needs to rally his base, as well as "voters with low turnout intentions" and members of the "Make America Healthy Again" (MAHA) campaign. The MAHA movement advocates for combating ultra-processed foods, limiting food additives/colorings, and plant oils, while traditional sugary and highly processed food giants face stricter regulations and a shift in consumer habits; meanwhile, companies focused on natural foods, organic farming, and additive-free supply chains will benefit from policy preferences. Bannon added, To achieve this, and to hold the House by a seat difference, and to achieve a tie in the Senate, that's the outcome you need to strive for. Trump's plan also requires him to address voters' concerns regarding the 2026 elections by reminding them of his "highlight achievements" from 2025: including his signature tax reform and stricter border enforcement. However, for voters currently dissatisfied due to high prices and the war in Iran, merely "celebrating" last years achievements doesnt provide much comfort. Recently, Trump rehearsed his message at the White House, urging Republican lawmakers to center their campaigns around his record, stating, Just talk about these things, and you will win, and win big. As he campaigns for candidates in closely contested districts, he proclaimed, All Im going to do is fight, fight, fight, then win, win, win. Whether the president will stick to this plan remains to be seen. The White House has promised for a year that Trump would go out to support candidates, but the actual results have been meager. The spending of his super PAC, MAGA Inc., has been weak, although recent investments in Texas and South Carolina have raised hopes for Republicans. A review of Trumps scheduled appearances from June to August 2026 indicates that compared to the midterm elections in his first term in 2018, he spent more time attending state party events, fundraisers, and candidate rallies at that time. With only 54 days remaining until the election, there is little time left to turn the situation around. A Republican official discussing Trumps speech in Dallas on Wednesday night noted that the Democrats are already campaigning against the president and his policies, so it is reasonable to approach the midterm elections with a national strategy. This tactic proved effective in South Carolina: last month, Trump intervened, potentially helping freshman Senator Tim Scott win in a tightly contested runoff. However, where Republicans see an advantage, Democrats see a vulnerability. Democratic Congressional Campaign Committee Chairwoman Susan Delbene stated, I think national Republicans are running scared. They know were on the path to reclaiming the House, adding, People are tired of Congress bowing to Trump. The Senate races are also more unpredictable than a year ago, with traditional Republican strongholds like Alaska and Texas appearing more competitive. Last weekend, MAGA Inc. injected $10 million into Texas Attorney General Ken Paxtons Senate campaigndemocrats have struggled to win statewide seats in Texas for decades. Although Trump may be increasing his involvement, a seasoned Republican strategist pointed out that after determining that the House might be at risk in 2018, his team decided to focus on expanding the Senate map, resulting in Trump repeatedly campaigning in Missouri, West Virginia, and Ohio. Such actions have been rare this summer. Instead, the president has focused on renovations in the White House ballroom, the reflection pool, and other Washington monuments, while attending the NBA Finals, FIFA World Cup Final, and LIV Golf Bedminster events. After the Dallas conference, he will head to Ireland to watch a golf tournament at his Doonbeg club. A senior Democratic strategist acknowledged that Trump had a strong presence in 2018 and added that at that time he could powerfully argue that even if people did not agree with all aspects of his presidency, they overall felt satisfied with economic performance. Democratic strategist Jesse Ferguson summarized the current landscape's difference, stating, In 2018, people were turned off by his style; in 2026, people can't afford him economically. White House spokeswoman Olivia Walsh countered relevant criticisms by listing Trumps tax cuts, lower prescription drug prices, and border security efforts, stating, The choice has never been so clear: either continue with Trumps winning, commonsense agenda or accept the extreme progressive policies and obstruction of the Democrats. Advocating for lowering prescription drug prices, reducing over-treatment, and scrutinizing dependency on vaccines/specific drugs has created a policy headwind for large pharmaceutical companies reliant on traditional patented drugs and vaccines, while also shifting health funding towards preventive healthcare and metabolic health management. Not all Republicans agree with the Trump-centric approach. A seasoned Republican operative complained about the excessive focus on Trump, especially from candidates who are in tough battles and may completely skip the two-day Dallas conference. Expected absentees this week include Maine Senator Susan Collins and Iowa Representative Zach Nunn; the Cook Political Report rates Nunn's district as too close to call. Some states have already sent ballots to voters, and Democrats are viewed as likely to gain control of the House in November, with increasing optimism regarding the Senate as wellwhere they need to net four seats to achieve a majority. Given the election landscape, some Republicans believe that it is reasonable for Trump to focus on his base. Republican strategist Alex Conant stated, These red states have become competitive because were not performing well with our own base, adding, We need Republicans to come home and vote in Texas, Iowa, and Alaska. Trump knows how to do that.