We constantly hear from leading politicians (except one), corporate leaders and environmental scientists that they regard global warming/climate change as the number one challenge facing the global community over the next decade, and the effects are felt in every corner of the globe.
In particular with regards to food security, we have been hearing that the big dilemma is: ‘how are we going to double food production while also reducing our impact on the environment?’. With this in mind, consumers now rightly want to know where their food comes from and how responsibly it was produced. However, by voting with their dollars to support those growers that are adapting their practices, they can have a major impact on improving the sustainability levels of our food.
Growers have to and will adapt to meet this market demand in particular if retailers reward those practice changes and growers as well – ‘adapt or lose market share’ is a powerful incentive – if only consumers could be empowered to exercise and target that vote…..
Fortunately, on the other side of the supply chain, there is a growing movement of biological farmers that, out of their own accord, are becoming more concerned about the environmental impacts of their food production. They see themselves as responsible custodians of their land and are motivated to pass on a ‘healthier and happier’ farm to the next generation. Although it may not suit them to go fully organic, they have committed to produce ‘more environmentally sustainable’ food. They deserve to get recognition for their efforts and products. However, they have no mechanism whereby they can quantify and communicate these improvements to consumers, and thereby differentiate their product…
The simple solution to bridging this sustainability communication gap is to provide a credible model whereby we can measure the environmental impact improvements of the food products, and then create a mechanism that actually matches up the ‘right’ farmer to the ‘right’ consumer to share this information between them – the video below introduces the farmer. He and she now explain directly to the consumer how they managed the generate the improvement.