Local Nexus Network at Birmingham Business School 19th April 2016

LOCAL NEXUS NETWORKBirmingham Business School

19 April 2016

we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

keynote presentationKate Cooper

LOCAL NEXUS NETWORK19 APRIL 2016

food, the city & its citizensthinking tools


reminder: food sector qualitatively different: we all eat poor food affects minds and bodies life-long impact of first 1000 days

from conception huge societal costs of getting it

wrong


why thinking tools?

global advertising: $0.5trillion+(of which 25% is FMCG sector)

c.f. GDP of Norway, Argentina or BelgiumWorld Bank (2016)

MagnaGlobal’s forecast for 2016


thinking tools a baked bean tin label PMCC framework MUD: middle-up-down metaphors we live by


SCALE & the baked bean tin label


PMCC framework

Birmingham Food Council (2015)


MUD: middle-up-downNonaka & Takeuchi (1998)

e.g. FHRS . . . VAT . . .


MIDDLE: VAT food is VAT-exempt some ‘food’ products carry

standard rate VAT; these have zero or close-to-zero nutritional value

30% household ‘food’ & drink spend is on products that carry VAT


MIDDLE: VAT/cont

household spend on food & drink is £112.7bn

30% = £33.81bn


add: spend on vending machines (£1.39bn = ‘refreshment’ vending)

excludedall catering services =

£83.9bn

MIDDLE: VAT/cont


household spend on VAT edible products £35.2bn/year . . . if we add in some VAT-exempt items??‣ cakes & pastries = £39.26bn/year‣ Dolmio et al = ???

remember we’ve excludedall catering services = £83.9bn

MIDDLE: VAT/cont


overweight & obesity costs = £31.2bn

source: UK figures from Public Health England, 2007 & 2015

alcohol-related harm costs = £21.8bnsource: England figures from the Government Alcohol Strategy,

2012

c.f. tobacco-related harm costs = £5.2bnsource: HSCIS, National Statistics: England, 2006

UP: VAT

the costs of poor diet


Source: NASA & JPL California Institute of Technology (2012)

UP: VAT/cont


Government? Corporates? Birmingham? City institutions? Thee and me?

DOWN: VAT


a baked bean tin label PMCC framework MUD: middle-up-down metaphors we live by

Lakoff & Johnson (1980); James Garvey (2016)


What’s past is prologue:what to come in your and my

dischargeThe Tempest: Act 2, Scene 1
