Karel bauwens can we save our planet by changing our food consumption

Can we save our planet by changing our food consumption? English paper

KAREL BAUWENS

25TH OF MAY 2015

Word count: 4.099

Karel Bauwens English paper schakeltraject bedrijfskunde 2015

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Table of contents:

Introduction ............................................................................................................................................. 3

Problems the food sector is confronted with ......................................................................................... 4

Farmers in trouble ............................................................................................................................... 4

Climate change and food safety .......................................................................................................... 6

Food fraud ........................................................................................................................................... 7

Meat production and -industry are the biggest polluters ................................................................... 8

What do people do to cope with these crises and scandals ................................................................... 9

Take it easy ........................................................................................................................................ 10

Ancient food and old fashion style of living ...................................................................................... 10

New concept stores ........................................................................................................................... 12

Cru ................................................................................................................................................. 12

Van Cauwenberghe ....................................................................................................................... 13

Conclusion ............................................................................................................................................. 15

Think global, eat local ........................................................................................................................ 15

Less is more ....................................................................................................................................... 15

References ............................................................................................................................................. 16


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Introduction

People nowadays no longer think about the care for their daily food. Who is breeding

cattle for their milk and meat? Where do their vegetables come from? Is the fish they are

consuming safe? Why is it that they buy apples from New Zealand and water from Japan? In

this paper, I would like to reflect on the situation and the problems various parties in the

food chain have to deal with. After more than twenty years of experience in the food

industry and having considerable interest in everything that has to do with food, I want to

take a deeper look into the matter.

For some years there has been widespread discussion about the tension between

globalization and regionalization. The recent economic crisis enforced the debate and some

people are convinced that there is no substantial alternative for globalization. Others believe

too little attention has been paid to the disadvantages. They advocate regionalization as one

of the best solutions. Although globalization and regionalization totally differ in nature and

principles concerning development, innovation is necessary no matter how.

Renewal asks for an utmost focus on the underlying problems. There are many

laudable initiatives, but regionalization of agriculture, ecological animal husbandry or energy

saving vegetable and fruit cultivation requires thoughtful management and a lot of efforts in

terms of investments, legal procedures, hygiene regulations and so on.

Caalders et al. (2009) mentions that the problems are significant because of the way

the system is maintained. They conclude that innovation is needed on three levels: a) the

economic level, b) control and guidance and c) renewal of food chains.

An important starting point is: how can people be more involved in the food chain?

Currently, the citizen is mostly the final consumer. Increased involvement in the food chain

might enable people to judge the final product and the way it is produced more critically.

The goal is to build bridges between the person as a citizen and the person as a consumer.

The more this distance can be reduced, the more qualitative food can be. We must move

away from a submissive way of life. The consumer is no longer the quixotic consumer. He

knows what he eats, or at least he wants to know.


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However, world trade is becoming easier and the food chain is becoming more

global. International and European developments have a profound impact on agriculture and

food production, both in our own country as in other parts of the world. The rising world

population, climate change, the depletion of non-renewable resources, the price volatility

and the GMO1 issues raise a lot of speculation on the free trade markets. In the future, the

agricultural sector is also facing further liberalization of world trade and globalization of food

chains. Pig farmers barely regain the costs of meat production, cereal and corn growers work

at a loss and beef farmers can no longer answer to the pressure of legislation. For many of

them investments, hygiene regulations and the adjustments to the standards and laws are

no longer attainable.

Problems the food sector is confronted with

Farmers in trouble

One of the most important players in the food chain is the agricultural sector. Since

the 1960s the world population has increased significantly. Demographers expect the world

to count over 9 billion inhabitants in 2050 (figure 1). Food production will have to follow this

upward trend, but the pace will differ regionally. Food patterns are also changing in certain

regions. For example, the consumption of animal products is rising considerably, which

means that farmers will have to adapt their way of breeding cattle and growing their food. If

they keep on producing meat and other animal related products the way they are doing

now, the ecological system will not be able to keep up and recover. In 40 years’ time, food

production will have to increase by an estimated 70 percent. Farmers, industry and global

policy will have to think about how they can achieve this while protecting the Earth from

destruction caused by misguided overproduction. The Intergovernmental Panel on Climate

Chance predicts an average global temperature rise of 1.8 to 4°C by 2100. "The impact of

climate change on the quality of life of our planet is still not exactly quantifiable, but many

sectors, including agriculture, today get the question to adjust their working method", says

Dirk Van Gijseghem of LARA2 (2014).

1 genetically manipulated organisms

2 (Vlaams) landbouwrapport = (Flemish) agricultural report


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Climate impact will have to be reduced, but apart from this, the farming industry will

have to face an even bigger challenge in changing their way of producing agricultural crops

and adapting their techniques to the new climatological conditions.

"The depletion in the future of fossil fuels and non-renewable raw materials can be

an obstacle for the food production", knows Van Gijseghem. The highly mechanized

agriculture, which also depends on fossil fuels for fertilizers, will probably have to switch to

more sustainable alternatives. Price fluctuations of food products are, according to LARA,

strongly connected to those of fossil fuels and commodities. Over the next few years

observers assume that food prices will stabilize at a lower level than the peak of 2008, but at

a higher level than before that time. Price volatility and complexity in pricing worldwide

bring about great uncertainty to farmers, both in the EU and beyond. The importance of

GMOs increases every year. In 2009 the area used for GMO agriculture comprised 134

million hectares worldwide. GMOs put on the market today, were primarily developed to the

farmer’s benefits. The LARA report states that the aim of GMOs is, both with regard to public

as to private research, the improvement in nutritional value and industrial applications.

Figure 1: population in billions. Source: United Nations, World Population Prospects: The 1994 Revisions; U.S. Census Bureau, International Programs Center, International Data Base and unpublished tables.


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Nevertheless, Europe is hesitant to go along with the GMO story, which is reflected in the

limited area of GMO crops.

Although trade in agricultural products makes up less than 9 percent of all world

trade, it is very important to the WTO3. The agricultural sector must be aware of a further

liberalization of world trade and a globalization of food chains in the future. Within the EU4

the agricultural sector pays much attention to respect for the environment and a range of

other aspects, such as natural diversity, multi crops planting, organic breeding and balance

with the natural environment.

Climate change and food safety

A second problem the food sector is confronted with is climate change. As the global

temperature is rising, some regions are dealing with drought. Other parts in the world are

confronted with more rainfall and higher humidity. Those phenomena are infecting the

crops in a direct or indirect way.

Uyttendaele and Hofstra (2015) concluded in the Veg-i-Trade5 project that climate

change may endanger food security in several ways. Temperature rise causes a higher risk of

contamination by and growth of disease-causing germs. A higher temperature stimulates

mold formation. Vegetable growers are thus inclined to use more protective products. In

case of heavy rainfall and overflowing rivers, the irrigation water can infect the crop with

unwanted intestinal bacteria. Yet it is not all doom and gloom. Strong UV radiation of the

sun and the many bacteria naturally present on the plant, can also take out these unwanted

germs quickly.

Research done by Veg-i-Trade examined the impact of climate change and

globalization on the food safety of fresh fruits and vegetables. In this context, there has been

research on viruses, bacteria and pesticide residues on fresh fruits and vegetables. Because

climate change endangers both food security and food safety, the current control systems

that monitor the quality of our food need to be adapted. Expert survey carried out within

3 World Trade Organization

4 European Union

5 Veg-i-Trade: project financed by the EU to investigate “Impact of Climate Change and

Globalization on Safety of Fresh Produce”


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the Veg-i-Trade project shows that the required adjustments and the capacity to accomplish

them will be different for each region and will depend on the type of business.

The executed field studies and statistical analysis show a link between contamination

of fruit and vegetables and climate variables like temperature and precipitation. But

researchers say that more than one scenario has to be taken into account as regional

differences can occur. The influence of the environment is important. For years it was

standard procedure to look at climatic changes, but this was hardly applied in the field of

food safety.

For example, a preliminary study by Veg-i-Trade about growth and production of

mold in tomatoes (figure 2), evidenced by a scenario analysis, shows an increased risk of

infection for Poland can be expected by the end of this century. In Spain on the other hand,

it will perhaps even be too hot for mold. In addition, the danger of infection can occur in

other food: through fish and shellfish we can also come into contact with unwanted germs

or toxins because seawater is getting warmer.

Food fraud

Another problem in the food chain – and more dangerous to the consumer – is food

fraud. Organized crime gangs are widely manipulating inferior products and sell it as good

and high quality nutrition.

Figure 2: mold infects tomatoes. Source: www.foodlog.nl


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As supply and demand of food produce on the global market is price sensitive, some

suppliers, traders and producers of food articles become inventive to chisel with the quality,

the quantity, the administration or the obliged correct labelling of food. Milk is diluted with

water, cheap cheese is sold as expensive qualitative origin cheese, labels are put on cans

which do not contain the quality which is marked on the label, meat is handled as premium

quality but is in fact barely good enough for animal feeding, fish is sold as fresh but is

perished in reality, inferior alcohol and wine is sold as high quality Chateau wine and good

quality liquor and so on (figure 3).

All over the world food fraudsters are very inventive. Europol6 announced that they

and international counterpart INTERPOL7 has taken more than 2,500 tons of food in

confiscation. The operation took place in December 2014 and January 2015. The food safety

authorities of 47 countries, including Belgium and some neighbouring countries,

participated.

Meat production and -industry are the biggest polluters

The last and certainly not the least important problem that I would like to cite, is the

global consumption of meat and fish.

6 Europol is the European Union’s law enforcement agency (https://www.europol.europa)

7 INTERPOL is the world’s largest international police organization (http://www.interpol.int/About-INTERPOL)

Figure 3: food fraud. Source: http://naturally.lumarseafood.com


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Before you put another quarter pounder on your barbecue or eat your next T-bone

steak, keep in mind that eating meat is destroying our planet. This might be put somewhat

simplistically, but all research on the matter comes to the same conclusion: the production

of meat and food for cattle puts a lot of pressure on our planet.

The American documentary ‘Cowspiracy’ as recapitulated by Dirk Draulans (2015),

describes the meat and fish industry to be the most harmful industry in the world. The

documentary filmmakers even speak of a kind of conspiracy: they wonder why

environmental groups are not more active against the industry and suggest that their lives

are threatened because they are stirring in this unsavory pot. The latter is of course severely

exaggerated. But it is true that scientific reports show that for years environmental damage

has been caused by the cattle industry and that these insights are not translated into policy

measures.

Meat production contributes to global warming, large-scale deforestation and water

pollution. It causes one-fifth to one-third of the emitted greenhouse gases, which is more

than the emissions caused by transport. And the manure of animals infects the soil and

water through polluting nitrates. Strange that the implementation plan of the World Summit

on sustainable development in 2002 makes no mention of meat consumption. Neither does

the renewed sustainable development strategy of the European Union of 2006.

In the Belgian policy vision of 2013 it is said that “the social and environmental

impact of our production and consumption in the field of foods” should be “significantly

reduced” by 2050. The key question is to what extent reducing or modifying meat

consumption can lower the negative impact of livestock farming on the environment.

The crucial question remains whether consumers will adapt their meat consumption

on sufficiently large scale on behalf of climate goals. Some voices plea for an environmental

tax on meat consumption in order to speed up the sensitization process. The good will of the

consumer will not suffice.

What do people do to cope with these crises and scandals

The problems are diverse and immense and solutions cannot be achieved overnight.

Nor can we, as small end consumers, deal with the great causes such as overproduction,

Wasted food in the US is

the cause of an

emission of greenhouse

gasses equal to those of

33 million cars (Journal

of Industrial Ecology)


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pollution and abuse. These matters should be contested by the local and the global

governments. Yet we are also responsible. We are part of the food chain. So what can we

do?

Take it easy

Whether crisis has to do with it or not, books as ‘Ons Kookboek’8 of KVLV9, ‘Dagelijkse

Kost’10 of Jeroen Meeus and ‘Puur Genieten’11 of Pascale Naessens show us that cooking

with normal products and ingredients that are easy to find is very popular. As opposed to the

culinary bibles in which recipes are found with tedious lists of ingredients that have to be

obtained from ten different delicacy shops. Nor meals which require difficult manipulations

for which years of studies in renowned hotel schools are needed are dragging house wives’

hearts away. What do you find on the dinner table on weekdays and even on holidays?

Recipes from grandma's notebook prepared in a ‘new style old fashion way’ taught by

popular television cooks. They teach people once more what good and honest food is with

respect for the product, the producer, the way to prepare and to enjoy it. And some of them

go a step further and pay attention to ‘less meat’, ‘more vegetables’, ‘organic is better’,

‘cook healthy’ and ‘take care about the environment’.

The modern house cook doesn’t want to spend hours in the kitchen either. He or she

wants to enjoy the moment together with invited friends and show them how easy it is to

combine cooking, serving and having a good time. So, they banish complicated preparations

which require hours of previous work. They rather look up a healthy tapa style menu in one

or another popular TV chef’s book. Preferably with as little ecological footprint as possible.

Ancient food and old fashion style of living

People return to old-school food in periods of crisis. Geyzen (2011) shows a clear

relationship between crises and the popularity of nostalgic food. For this culinary research,

Geyzen analyzed articles and recipe sections of three women magazines of the period 1945-

2000.

8 Our Cook book

9 Koninklijke Vereniging der Landelijke Vrouwen = Royal Association of Rural Women

10 Daily Fare

11 Pure Enjoyment


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Geyzen states that the difficult post-war years, economic crises and several political

deadlocks had much influence on articles and recipes in women's magazines. During

economic crises the government promotes agricultural politics to stimulate domestic

production and to counter import. During the economic crisis of the 1970s, women's

magazines also campaigned for ‘trusted flavors’ and ‘home recipes’. The uncertainties of the

crisis asked for something to hold on to, which was found in ‘grandmother's recipes’ (figure

4) and ‘Flemish style cooking’. The number of references to foreign recipes in this period

declined considerably.

As proven by sociology and marketing studies, the recent focus on ‘flavors from the

past’, ‘traditional dishes’ and ‘grandmother's recipes’ is largely caused by globalization and

industrialization of the food chain. We became industrial eaters largely depending on food

produced in a mechanical way. In addition, supermarkets are flooded with a range of foreign

products. The consumer often doesn’t know the geographical origin of these goods. Where

does the food on our plates come from and which path did it follow? When the consumer is

faced with food crises that are inseparably connected with industrialized food production,

such as the dioxin crisis in the 1990s or the recent E. COLI bacteria crisis, a dormant distrust

surfaces. A search for trust and confidence is the result. In addition to globalization and

Figure 4: old fashion menu. Source: www.tgkdesigns.com/p/1844-vintage-old-fashioned-style-reception-menu


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industrialization of the food chain, however, other factors trigger the longing for ‘trusted’

flavors. Economic and political crises, for example, also bring uncertainties and this is

translated to terms such as ‘traditional methods’ or ‘grandmother's style’. This was

especially the case after World War II and in the 1960s. During these periods lots of ‘home

made’ recipes were far-out. And again now, 2008’s crisis makes products from local farmers

combined with home grown products popular. A new trend which is followed by clever

marketers and distributors.

New concept stores

Under the catch-phrase: ‘it doesn't always have to be the cheapest’ some conceptual

thinkers must have been inspired to throw up a food shop that isn’t selling just food.

Following the example of what many professional catering managers already know from the

wholesalers as ‘all-under-one-roof’ and ‘top quality’, projects were set up which are

accessible to the private customer who is looking for quality products, rather than for the

cheapest alternative.

Cru

In November 2014, the first establishment of Cru (figure 5) opened its doors. A new

department of the Colruyt group, but one which has nothing to do with the traditional

supermarkets as we all know them. “In this times of hurry, people are looking for moments

of tranquillity and joy”, explains Cru concept store manager Jean-Pierre Roelands. Here you

don’t rush to fill up a shopping cart and leave.

Figure 5: Cru by Colruyt Group. Source: http://www.brusselnieuws.be


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Cru is a market place where you can smell, taste, see and discover fresh products as

meat, fish, vegetables and fruit but also cheese, wine, in house roasted coffee and flowers.

In the demo kitchen you can get some inspiration of what to do with your purchases.

The setup of the store has an artisan feel. Bakery, fresh fish market, cheese counter,

coffee roaster, and so on. The Cru store works together with passionate tradesmen en

suppliers. Wines are imported directly from the producer. The staff is trained by the partner-

supplier or they are experts in their specialization. The product range is premium quality,

well looked for and not the same like elsewhere. Another kind of loaf of bread can be bought

here, tea blends are made by their own herb grower and the consumer can wallow on a well

invented assortment of fruit and vegetables in season. No mass retail nor big volumes to

counter high prices. Cru does not want to depend on its supplier’s market power. They want

good collaboration with the best product for the client as a result.

But Cru is not about shopping alone. It is also about the shopping experience in the

store. Staff give advice, products can be discovered. In a cozy corner coffee or tea can be

enjoyed and wine can be tasted at a small price. It is all about authenticity, but Cru makes

use of modern technology. Entering the store, you get a tablet to do your purchases. If there

are any questions you can look it up or you can add wishes to your shopping list. On the long

term the social pillar needs to be developed so customers can exchange ideas and recipes.

The tablet also plays a central role in the payment system of Cru. The client will scan his

purchases himself and he will settle the bill without the traditional checkout. It is all about

confidence and trust. For those who prefer to shop without the tablet the Cru-app can be

downloaded or they can quickly go through the self-scan. Though the latter service is

limited. At the payment terminal Cru goes for paperless. The invoice will be mailed digitally

to avoid paper waste as much as possible.

Van Cauwenberghe

A second example of a concept store, is the Van Cauwenberghe food and dining store

(figure 6), which is more or less like the Cru concept and already exists for some years. A

tasteful idea of the Van Cauwenberghe family which is already known for three generations


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as experts in food business. Based upon the Spanish ‘mercados’ this experience market is a

Walhalla of aromas, tastes and delicacies. They call it the handicraft in a contemporary

outfit. Here you'll find fresh articles from many local crops, harvesting and catches. Often the

cultivation is organic and in harmony with nature. Special cheeses, Spanish ham, fresh fish

and meat, special tapenades and delicious chocolate. Everything is handmade and not

available in the regular supermarket. Think of pure or authentic and it can be found here.

Exposed in islands every department is worth a visit. The special trained staff helps with

shopping, recommending products, advise and tastings. The costumer can have a coffee, can

take breakfast or may even enjoy lunch at noon in the bistro bar. Again, it is much more than

shopping.

Figure 6: food and dining store Van Cauwenberghe. Source: http://look-out.be


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Conclusion

Think global, eat local

It is an eye opener when some of the major problems are put in a short list.

Overproduction, overconsumption, pollution, fraud and so on are serious matters and it is

our governments’ duty to deal with these challenges and to find solutions.

Meat from Argentina, green beans from Kenya, asparagus from Peru, apples from

New Zealand, even water from Japan: the world is our village and so we get articles from all

over the world. It is, after all, on store shelves, it looks attractive and it is cheap as well. As

consumer we make a choice, not only of a finished product but also of the mode of

production and the commercial practice. Do we realize what we choose? We have to be

aware of the circumstances in which products are cultivated and animals are raised. Did the

farmer get a fair reimbursement for his efforts? We also have to keep in mind that not all

food can be as good as the trader claims. The (low) price we pay is sometimes out of balance

with the (high) quality offered. Can it be done the other way around?

Less is more

Less meat and more vegetables: not easy to put into practice but it might be a new

way of life. Organic food, home grown ingredients and fair trade products are not obvious to

find, certainly not as all these goods are not stocked under one roof, but they should be part

of our daily consumption. Some action will have to be taken to make our world a better

place. But let’s start with ourselves, shall we?

As consumer, we can try to change our purchasing behavior. However, does the

solution lie in the consumption of local products? Is compensating meat consumption by

vegetarian alternatives the way forward? Less cattle and more vegetables need more

cultivatable land, is that feasible? Stop buying "Fairtrade" apple juice from South America

may lead to a smaller ecological footprint, but what about our social compassion? No longer

Kenya beans in our supermarkets, and only buy local alternatives may seem a good idea, but

can our farmers meet the demand and keep the beans affordable or will they soon become a

luxury product? And ultimately: can a country be self-sufficient altogether? Good equilibria

must be sought and found.


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References

Caalders, J. et al, December 2009, Close to home – About regionalization of food chains and

a greater role for the consumer, (BUITEN, Consultancy Economy & Environment)

InnovationNetwork Report 09.2.225, Utrecht, The Netherlands

De Bock Joram, November 2014, Photo report: Cru, the covered food market of Colruyt,

picked from the internet on the 28th of March 2015,

http://www.gondola.be/nl/content/fotoreportage-cru-de-overdekte-versmarkt-

van-colruyt-76063

Draulans Dirk, Knack Wednesday 18/03/2015, copy article + picked from the internet via Go-

press on the 27th of March 2015,

http://academic.gopress.be/Public/index.php?page=reader&issue=211062

Geyzen Anneke, 2011, Crisis stimulates popularity historically food, picked from the internet

on the 25th of March 2015, http://www.vub.ac.be/nieuws/2011/12/20/crisis-

stimuleert-populariteit-historisch-voedsel

Think Global, eat local, picked from the internet on the 05th of April 2015,

http://www.vormingplusmzw.be/denk-globaal-eet-lokaal

Uyttendaele M. and Hofstra N., 2015, Climate change brings food safety at risk, picked from

the internet on the 22th of March 2015, http://www.vilt.be/klimaatverandering-

brengt-voedselveiligheid-in-gevaar

Van Cauwenberghe, Food store Van Cauwenberghe Destelbergen, picked from the internet

on the 29th of March 2015 + own experience from previous jobs, http://www.van-

cauwenberghe.be/Eetwinkel/index.html

Van Gijseghem Dirk, 2014, LARA,

http://lv.vlaanderen.be/nl/voorlichtinginfo/publicaties/studies/sectoren/landbouwr

apport-2014

Vilt, January 2011, Liberalization world trade and food chain is becoming more global, picked

from the internet on the 22th of March 2015,

http://www.vilt.be/Wereldhandel_liberaliseert_en_voedselketen_globaliseert

http://www.gondola.be/nl/content/fotoreportage-cru-de-overdekte-versmarkt-van-colruyt-76063

http://www.gondola.be/nl/content/fotoreportage-cru-de-overdekte-versmarkt-van-colruyt-76063

http://academic.gopress.be/Public/index.php?page=reader&issue=211062

http://www.vub.ac.be/nieuws/2011/12/20/crisis-stimuleert-populariteit-historisch-voedsel

http://www.vub.ac.be/nieuws/2011/12/20/crisis-stimuleert-populariteit-historisch-voedsel

http://www.vormingplusmzw.be/denk-globaal-eet-lokaal

http://www.vilt.be/klimaatverandering-brengt-voedselveiligheid-in-gevaar

http://www.vilt.be/klimaatverandering-brengt-voedselveiligheid-in-gevaar

http://www.van-cauwenberghe.be/Eetwinkel/index.html

http://www.van-cauwenberghe.be/Eetwinkel/index.html

http://lv.vlaanderen.be/nl/voorlichtinginfo/publicaties/studies/sectoren/landbouwrapport-2014

http://lv.vlaanderen.be/nl/voorlichtinginfo/publicaties/studies/sectoren/landbouwrapport-2014

http://www.vilt.be/Wereldhandel_liberaliseert_en_voedselketen_globaliseert


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Vilt, February 2015, Food fraud is an ailment on every continent, picked from the internet on

the 25th of March 2015, http://www.vilt.be/voedselfraude-is-een-kwaal-op-elk-

continent

http://www.vilt.be/voedselfraude-is-een-kwaal-op-elk-continent

http://www.vilt.be/voedselfraude-is-een-kwaal-op-elk-continent

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Karel bauwens can we save our planet by changing our food consumption