Speech from Tim Lang, Professor Food Policy City University of London - GreenCook Launch Event

1. Wageningen, November 17th 2010 LAUNCH EVENT

5. 1. Where do we start?

11. 2. What do we want? What is a good food system?

14. 3. If it is so obvious, why haven’t we got all this?

16. Unlocking the ‘lock-in’: who will make the first move? (SDC )

17. Rev. Dr Thomas Malthus (1766-1834) An Essay on the Principle of Population (1798) Dr Karl Marx (1818-1883) Political economist Fr Gregor Mendel (1822-1884) M onk, gardener, geneticist An old debate (the 3 M’s): supply-people-land-technology:

18. C19th Agricultural progressives Sir John Bennet Lawes (1803-1873) agricultural research Rothamsted UK Justus von Liebig (1803-1873) chemist Giessen Germany

19. C19th Healthy cities progressives Rudolf Virchow (1821 – 1902 ) Public health physician, Berlin Sir Joseph Bazalgette (1819 - 1891) Sewerage engineer London Edwin Chadwick (1800-1890) Civil servant author of Public Health Act 1848 London

20. C20 th reformers: produce more for health and social justice John Boyd Orr (1880-1971) public health researcher 1 st D-G of FAO Sicco Mansholt (1908-1995) 1 st European Agriculture Commissioner for 1958-1972

23. 4. But these modifications are now in crisis

25. Food’s contribution to total UK GHGs source: T Garnett (2008) Cooking Up a Storm

26. Embedded water in food source: Chapagain & Hoekstra 2004

27. Culture change: eg packaged / non-packaged foods , by country income level Source: Regmi & Gelhar 2005

28. Modern food culture: celebrities, burgerisation, supermarketisation

29. 5. This complex picture involves everyone

32. If serious, we’ll change … … from … … to… and Nutrition guidelines Eco-nutrition guidelines linking calories with carbon Big waste Zero waste Land fill, taxes Food products Total diet Eco-brand images Control green claims Verifiable standards Advertising and marketing Global all year sourcing Sustainable seasonality Defining sustainability Low cost food as a good Full cost accounting Consumer expectations

33. We’ll change what & how we eat FOOD WHY WHAT Meat Cancer; water; land use Offer less; mainly or only grass-fed Coffee / tea Water; imperialism Less; only fair trade; drink water Fruit All year round? Seasonal Fish Health vs. fish stock collapse Eat less; only MSC?; alternatives Vegetables Health; water; GHGs; Kenyan beans? Seasonal greens

35. 6. Awareness of change is growing but there is resistance too

40. 7. What do we say to consumers?