Disclosed embodiments include apparatuses, methods and storage media associated with standardization or normalization of a food description. In embodiments, an apparatus may include one or more processors and a food data pre-processing engine. The food data processing engine may, when operated by the one or more processors, cause the apparatus to receive a description of a food item, process the description to generate a standardized or normalized description for the food item, and store the standardized or normalized description in a food record in a food data storage arrangement of a fitness management system. Other embodiments may be described and claimed.