With the growth of industrial food production, manufacturing and distribution, we have seen a vast range of short-term benefits and a swathe of longer-term challenges. The ramifications of this highly centralised food system can be seen in some of the well-documented symptoms: Nearly 35% of all food grown globally is wasted; we have a billion obese people in the world, and an almost equal number who go to bed hungry; and around 80% of the world’s hungry are involved in food production. Clearly something needs to change.
To understand how we will feed a growing population with decreasing resources and a changing climate, we must shift our mindset to understanding it is a living system. We can identify and create new opportunities for innovation by acknowledging it is a living system, and designing products and services for that reality.
The blueprint for a sustainable system already exists and indeed is all around us: After 3.8 billion years of R&D, nature has already solved many of the challenges we face, so if we can learn to take more lessons from the natural world we can design better solutions for our own society — doing well by doing good.
The importance of Storytelling cannot be underplayed. Traditionally Big Ag have had the upper-hand in the attempt to capture people’s imaginations with their deep pockets.
The tide is turning. The cost to craft & create quality media is leveling the playing field, and the rise of the Social Web is making us more inquisitive about where our food comes from, who is behind it, and easier to communicate what we find.