How is Sustainability Shaping the Shopping Cart?

Oldways Symposium

March 23, 2015

www.kategeagan.com

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Disclosures

• Almond Board of California

• Clif Bar

• CamelBak

• Earth’s Best Organic Baby Food

• Florida Dept. of Citrus

• Eat Well Embrace Life Hummus

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The main way that most people will experience climate change is through the food they eat, the price they have to pay for it, and the availability and

choice that they have.”

-Tim Gore, Oxfam

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What Do Consumers Crave in 2015? “Share not just my palate but my values.”

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• Trust + ultra transparency

• From “clean” to “clear” labels

• 3rd party certifications/QR codes

• Supply chain traceability

• Fastest growing brands are linking profit with purpose

• Grocery store chains as partners in health

What do consumers think about Health, Sustainability and Eating?

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Consumers today are trying to manage their diets by avoiding ‘harmful’ ingredients while increasing intake of plant-based foods

Rank

Top ingredients or nutrients to avoid/reduce

%

Top ingredients or nutrients to add/increase

%

1. High fructose corn syrup

56% Vegetables 68%

2. Trans fat 55% Fruits 65%

3. Saturated fat 54% Fiber 59%

4. Saccharin 52% Whole grains 56%

5. Growth hormones 52% Vitamin D 53%

6. MSG 51% Calcium 52%

7. Cholesterol 51% Antioxidants 51%

8. Sodium/Salt 50% Olive oil 48%

9 Aspartame 49% Nuts 48%

10. Artificial flavors 49% Omega 3 46%

*

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12% 12% 13% 14% 14% 14% 15%

18% 19%

20% 21% 21% 21% 22% 23% 23% 23% 24% 24%

26% 28%

30% 30% 30% 30% 31% 31% 31% 31% 31%

36% 37%

55%

Vegan

Kosher

Heirloom

Dairy free

Gluten free

Soy free

Vegetarian

Name or location of farmer

Allergen free

Fair trade

Ethically sourced

Sustainable

Pasteurized

Organic

Grass fed

Free range

Country of Origin

Whole

Seasonal

Locally sourced meat and seafood

Pure

GMO free

Antibiotic free

Humane treatment of animal

Less processed

Locally grown produce

MSG free

No artificial flavors/colors/preservatives

Natural

Hormone free

Real

Pesticide free

Fresh

Consumers regard ‘fresh’ as the ultimate symbol of food quality

Labels that indicate ‘farm to table’ attributes such as ‘fresh,’ ‘real,’ ‘locally grown’ and the absence of harmful ingredients (i.e., pesticide or hormone free) are most personally relevant to consumers as they are perceived as quality cues. Humane animal treatment (a social benefit that connects closely to the personal zone as it relates to meat quality) is also key. Generally, more abstract terms such as ‘sustainable’ or ‘ethically sourced’ or ‘fair trade’ are less salient, likely because many are unclear of their exact meaning or benefits.

Most important menu labels

How is this coming to life?

The Chipotle Effect

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http://www.washingtonpost.com/blogs/wonkblog/wp/2015/02/02/the-chipotle-effect-why-america-is-obsessed-with-fast-casual-food/

"What consumers are looking for is the best value proposition. And value doesn't mean the cheapest

price."

-Bonnie Riggs, industry analyst, NPD group.

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Nice to Have...or Need to Have?

All aspects of food security are potentially affected by climate change:

•Food Access

•Price Stability

•Supply Chain Volatility

•National Security

Image: John Hopkins Bloomberg School Public Health

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What is a Sustainable Diet?

“Sustainable diets are those diets with low environmental impacts which contribute to food and nutrition security and

to healthy life for present and future generations. Sustainable diets are protective and respectful of

biodiversity and ecosystems, culturally acceptable, accessible, economically fair and affordable: nutritionally adequate, safe and healthy; while optimizing natural and

human resources.”

-Sustainable Diets and Biodiversity Directions and Solutions for Policy,

Research and Action. 2010. FAO, Rome.

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Academy Guidance • J Acad Nutr Diet. 2014;114:1819-1829. Position of the Academy of Nutrition

and Dietetics: Food and Water Safety.

• Academy of Nutrition and Dietetics: Standards for Professional Performance for RDNs (Competent, Proficient, and Expert) in Sustainable, Resilient, and Healthy Food and Water Systems. J Acad Nutr Diet. 2014;114:475-488.

• Nordin SM, Boyle M, Kemmer TM, Position of the Academy of Nutrition and Dietetics: Nutrition Security in Developing Nations: Sustainable Food, Water, and Health. J Acad Nutr Diet. 2013;113(4)581-595.

• Robinson-O’Brien R, Gerald BL. Practice paper of the Academy of Nutrition and Dietetics: Promoting ecological sustainability within the food system. J Acad Nutr Diet. 2013;113(3):464.

• Albrecht JA, Nagy-Nero D. Position of the American Dietetic Association: Food and water safety. J Am Diet Assoc. 2009; 109 (8):1449-1460.

• American Dietetic Association. Sustainable Food Systems Task Force. Healthy and, healthy people: Building a better understanding of sustainable food systems for food and nutrition professionals.2007

• Harmon Ah, Gerald BL. Position of ADA: Food and nutrition professionals can implement practices to conserve natural resources and support ecological sustainability (J Am Diet Assoc. 2007; 107(6):1033-43.)

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2015 Dietary Guidelines for Americans

• For the first time, the 2015 Dietary Guidelines Advisory Committee has addressed sustainability in its Scientific Report, which was released on February 19, 2015. The purpose of the Advisory Report is to inform the Federal government of current scientific evidence on topics related to diet, nutrition, and health.

• The report is now open for public comments through May 8, 2015.

• The USDA and Department of Health and Human Services will take the report into consideration as they are formulating the final Dietary Guidelines for Americans, which are anticipated to be released in late 2015.

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DG Advisory Committee 2015 Report Food Sustainability + Safety Chapter:

Major Conclusions + Recommendations

Dietary Patterns and Sustainability

A dietary pattern higher in plant-based foods, such as vegetables, fruits, whole grains, legumes, nuts, and seeds, and lower in animal-based foods is more health promoting and is associated with lesser environmental impact than is the current average U.S. diet.

The U.S. population should be encouraged to move towards the dietary pattern noted above while decreasing overall total calories. This can be achieved through a variety of dietary patterns, including the Healthy U.S.-style Pattern, the Healthy Vegetarian Pattern, and the Healthy Mediterranean-style Pattern. Each of these patterns provides more plant-based foods and lower amounts of meat than are currently consumed by the U.S. population.

2015 DGAC Scientific Report: Chapter 5: Food Sustainability and Safety

• Sustainability considerations provide an additional rationale for following the Dietary Guidelines for Americans. The addition of environmental considerations to dietary guidance can be accomplished because of the compatibility and overlap between favorable health and environmental outcomes.

• Using sustainability messaging in communication strategies should be encouraged.

• Careful consideration will need to be made to ensure that sustainable diets are affordable for the entire U.S. population.

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DG Advisory Committee 2015 Report Major Recommendations:

Dietary Patterns + Sustainability

2015 DGAC Scientific Report: Chapter 5: Food Sustainability and Safety

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How Can We Create a Roadmap for Consumers?

1 SOURCE: Courtesy of Natural News

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Understand energy use in the food system

agricultural production, 21%

processing, 16%

packaging material, 7% transportation,

13%

food retail, 4%

commercial food service, 7%

household storage and

preparation, 32%

Heller & Keoleian, 2003

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Food Waste: Low Hanging Fruit

• U.S. per capita food waste has increased 50% since 1974

• U.S.=1,400 kcal per person/day

• Globally= 1/3 of food produced is lost or wasted.

Zizza C. Policies and Politics of the US Food Supply. J Acad Nutr Diet. 2015:115;27-30.

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Tips for Reducing Food Waste

• Plan ahead to buy what you need – help customers take advantage of meal planning apps, in-store promotions

• Prioritize – use what spoils the quickest first

• Only buy in bulk what you can use or freeze – otherwise, smaller quantities may make the most sense

• Store food properly

• Understand food dates – Best By, Use By, Sell By, etc.

• Get creative with leftovers

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Bringing a More Sustainable Diet to Life: How to Prioritize?

• Smaller plates. • food waste, extra calories.

• Plant forward. • More produce +plant proteins. Meat as an accent/supporting role.

• Raised standards for protein sourcing. • Supporting producers who don’t administer antibiotics to healthy

animals, doubling the kinds of fish/seafood options, buying from sustainable fisheries.

• Nutrient rich foods that deliver bite for bite.

• Minimize sugar sweetened beverages.

• Flavor is where things have to start.

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Find the Pull, not the Push

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Small dietary changes may

have a big impact

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Pan A, et al. Arch Intern Med. 2012 Apr 9; 172(7):

555–563.

Change in All Cause Mortality associated w/exchanging 1

svg/day other protein sources for red meat

Hazard ratios for total mortality

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Find the Right Compelling Entry Point

• Global culinary innovation

• Plant forward cuisine-plant proteins & produce in starring roles

• Kabob/stick/hot stone sizzle

• Trend to blend: meat/mushrooms, meat/nuts, taco trucks

• Technology: Sustainable sushi apps, CSA fisheries

• Food trends: cricket flour, edible wrappers, seaweed, small plates, ancient grains, snout to tail, nut + bean flours

• Buzz-worthy science: microbiome, fats

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Creating Excitement Around Whole Foods Straight From Nature

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Questions?

Thank you!

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