It‘s Time To empower consumers

Where do we go from here

In recent years we have been working to support the transformation of the food system towards greater sustainability and ethics by promoting new technologies and methods. Our mission was to conduct campaigns, host conferences, and organize a community of scientists, entrepreneurs, investors, industry leaders, and government decision makers in Europe and elsewhere. Among other things, we co-developed and co-organized the annual event-series “Food Roundtable”, bringing experts and thinkers to the table to discuss the future of the food system.
What we learned: all the elements in the nutritional ecosystem, a complex adaptive system by nature, need to be constantly reviewed and updated, particularly in times of decreasing resources, a declining biodiversity and a growing world population. 

Findings

The current food system as we know it today is not sustainable, this is an inescapable reality: the over-consumption of animal proteins and unacceptable conditions in animal farming, highly processed foods which leads to obesity, supply chains that span from continent to continent while consuming tremendous amounts of energy & resources, moreover deforestation, degrading soils and struggling local farmers.  And the holistic use of farm animals (from nose to tail) is just a reminder of the good old days as well as the loss of value of our food, otherwise the massive amount of food waste cannot be explained.

Most people agree: the food system needs to be re-invented. Innovation (including a revival of old techniques) could be one of the key drivers for a new food system, as well as for a prosperous economy and a healthy planet. Innovations need to be implemented in the existing food system and supported by governments. And overall – by the consumer, the real shareholders of the food system, who could become the biggest supporter for a transition to a more healthy, ethical and sustainable food system. 

Studies show that consumers are happy to support new products and pay more for food when they know the real value of the products, for themselves, for the animals and for the environment. But transparent information is hard to find in the digital information jungle these days. New food habits can quickly become a science that most citizens simply cannot push into everyday lives.

Empowering citizens

Is the turkey schnitzel in the canteen raised by a Swiss farmer or is it imported from abroad?

How can I avoid food waste and save money?

Are living conditions for the animals better with label X than with label Y?

Is organic in Italy the same as organic in Switzerland?

Are avocados bad for the climate?

Is breakfast cereal really as healthy as it says on the packaging?

 

The more we talk about nutrition, the more complicated it becomes. And the solution is often to simply believe what the advertising says is good for us.

 

Since the ability to cook and understand food in its origins is lost in our society with all the ubiquitous convenience stores, fast food chains, pop-ups, frozen meals, etc., people prefer to order from a delivery service, we have decided to help untangle the jungle of information for citizens from now on and are using new tools such as videos, entertaining formats, AI, gamification, and the media skills that we bring to the table.

 

 

our goal

We will empower citizens! We will provide transparent, reliable information, without any bias. We will help pulling food out of the convenience and scientific corner back to the table to every household. 

As we strongly believe: this is where food belongs to.