FBlog

Food companies and brands have a day to reflect on Sunday October 16, for it is World Food Day. In a world where there is both starvation and a lack of food for many of the world’s population, yet at the same time growing levels of obesity – what responsibility should food companies and brands take to address these issues? Note how few food companies address this issue in campaigns for CSR or on-pack promotions. Note how few food companies address head-on the issue of food wastage. The recent move in the UK to change the label requirements for food shelf life/expiry dates was meant to partially address the issue of food spoilage. The issue is not that we can’t grow or produce enough food (at least in the developed world) – but rather, that we are wasting too much of it! Statistics show that the world can feed itself, both now and in 2050. Apparently over 1.3 billion tons of food is wasted yearly. Here are some stats: in the USA 33 million tons of food was thrown away unused in 2009 according to the US EPA; 1/3 of all food in the UK is thrown away; in Singapore 570 million kilos of food was thrown away, uneaten. In the developing world and economies where infrastructure is an issue, the same occurs due to food spoilage. In India it is believed that 40% of all food production is wasted due to mismanagement and inadequate infrastructure or storage. So, what does this all mean?

Food companies need to take a more proactive lead with consumers about food consumption and waste. Retail grocery needs to take a more proactive lead regarding just-in-time food delivery and supply chain logistics. A stronger emphasis on local source and supply, as well as portion control for short-shelf life foods would be welcome. Ideally, in combination with research and supplier-producer arrangements which create branded goods and services that help address the ‘Big three’ issues: Food Waste, Inadequate Food Supply, and Over-eating, companies can begin to create awareness and action plans that consumers can understand and act upon. Governments need to play their part too – however, when a famous and trusted brand gets involved, consumers are more likely to pay attention. Better brands and better brand management in the future will require every brand (and brand owner) to consider what positive impact their brand has on consumers around the world. Not just the ‘buyer’ but also the supplier, and to make this a ‘part of the brand story’ or USP. Also, when World Food Day becomes a notable date for better food awareness, sharing and conservation to address the ‘big three’ issues – then I would expect to see promotions and activations which underscore a consciousness that goes beyond a ‘buy one get one free’ mentality or ‘money back coupon/discount’.  When ‘Big Food’ Plc/Inc/S.A. begins to connect the dots on source and supply, packaging and reduced waste, consumers will feel more positively towards their companies and brands. At the moment, at a time of austerity and mistrust, food companies and brands are not seen to be leading the way – but rather, reluctantly addressing concerns either through legislative pressures or accountancy cost savings. When Facebook begins to rally people to the cause, perhaps then World Food Day will become a date to take note about what we eat, what brands we buy and whether our consumption model is sustainable without impact?