Sustainable diets:

Addressing the

problem through civil

society

Sue Davies

Chief Policy Adviser

Sustainable Diets: Addressing the problem

through civil society

Which?’s approach

Consumer attitudes and priorities

Where are we now?

What needs to happen?

Which?’s approach: many aspects to

sustainability

The Which? Future of Food Debate September 2012

Four 2 day juries (12 to 14 people) in

Belfast, Cardiff, Glasgow and London

Mixed by demographics (with some rural)

Witnesses/ evidence was presented on the

pressures facing the supply chain

Input from an Expert panel

Supplemented with a quantitative survey

Four key challenges presented in the

context of wider food issues:

Diet and health

Environmental issues

Food prices rises and volatility

Food security and future production

options.

Key themes to emerge

Price dominated people’s choices, but quality

and taste were also key.

People were generally aware of diet and health

issues but had little awareness of concerns

around food security and sustainability.

Once explained, many people became engaged

and wanted more information.

There was a call for greater government

leadership – strategy and co-ordination.

People thought there needed to be a shared

responsibility.

People thought there needed to be a mixed

approach to food production methods.

Greater transparency was called for around new

technologies.

Clearer information was wanted about how to

make more sustainable choices.

“A lot of the kind of information

people got [about environmental

impact of food], they felt they hadn’t

heard before, it was news to them. We

thought it should be more in the public

domain, that kind of information.”

(Glasgow)

“Yeah, for me my priorities have changed

because when I came, when I first started,

my priority was price and... well, actually

more quality than price...for me, the

environment has gone up and so has the

future of food production…. But price has

come down a few notches". (London)

Action wanted from Government

Take the lead and have a plan

Co-ordinate and invest in research for

new production methods, transparently

Provide checks on new technologies

and consult consumers on innovations

Initiative a comprehensive information

campaign and improve school

education

Sponsor community initiatives to “grow

your own”

Consider using price as a lever or a

fruit and vegetable voucher scheme

Provide information, support and

grants for farmers to learn new skills

Action wanted from retailers

Reduce waste

Have fewer offers on unhealthy/

unsustainable foods and focus them on

healthier and more sustainable products

Support local producers

Pay a fair price to producers and be

transparent about pricing

Play a role in informing consumers eg. in-

store information

Make imperfect foods available and

acceptable

Reduce the number and range of products

where it is unnecessary

Prove integrity and willingness to tackle

the problems

Sustainable food information

SIMPLICITY: Ensure labels communicate

clear, short messages.

IMPACT: Make sure labels are easily

noticeable and understandable as few

people have the motivation to seek them

out.

CONSISTENCY: Avoid too many schemes or

different positioning on the label.

COHERENCE: Explore the extent to which

issues can be combined.

EVIDENCED: Ensure the criteria that

underpin the scheme reflect the available

scientific evidence.

INDEPENDENT: Ensure schemes are

independent.

An online survey of 2100 adults aged 18+ in Great Britain

and Northern Ireland August 2012

Backdrop: Price dominating many decisions

50%

54%

56%

61%

63%

67%

85%

86%

87%

94%

95%

96%

46%

43%

42%

37%

35%

29%

12%

13%

10%

4%

4%

3%

Environmental impact of food

Fairtrade

Locally produuced

Buying food in season

Convenience

Animal Welfare

Food safety (the risk that food couldmake you ill)

Health/ nutritional content

Ingredients (what's in a product)

Price

Quality

Taste

Important

Not important

DK

Q19a. When shopping for food in the supermarket, how important or unimportant are each

of the following factors when choosing what products to buy? June 2013 Base: all

respondents exclu NI (2028). October 2012 All respondents exclu NI (2014)

Oct 2012

(2114)

Important

June 2013

(2081)

Important

Taste 96% 96%

Quality 95% 95%

Price 93% 94%

Ingredients 86% 87%

Health/

nutritional

content

83% 85%

Food Safety 86% 85%

Animal Welfare 68% 67%

Convenience* 69% 63%

Buying food in

season

63% 61%

Locally

produced*

60% 56%

Fairtrade 56% 54%

Environmental

impact of food

53% 50%

Backdrop: price dominating many decisions

Q19b. When shopping for food in the supermarket, which factors are the most important?

June 2013 Base: all respondents exclu NI (2028). October 2012 all respondents exclu NI

(2014)

3%

4%

4%

8%

11%

10%

22%

16%

20%

43%

64%

72%

3%

4%

5%

7%

10%

12%

17%

22%

28%

43%

59%

70%

Environmental impact of food

Fairtrade

Buying foods in season

Locally produced

Animal welfare

Convenience

Food safety*

Health/ nutritional content*

Ingredients*

Taste

Quality*

Price

Jun-13

Oct-12

* Signif diff

Where we are now?

A joined up approach and food strategy?

No EU Communication on Sustainable Food

No national food strategy and the Green Food Project was wound up

Specific initiatives - Agricultural Technologies Strategy, Responsibility Deal – but

no coherent approach

Clear guidance on sustainable diets?

Green Food Project principles have no formal status

No progress on labelling issues

Which? manifesto for the next Government

Involve consumers in developing a

national strategy for the future of our

food production, ensuring that

consumer views and interests are

central to decision making, including

where new technologies and

techniques may be introduced

Maintain strong, independent national

food standards agencies that are real

consumer champions

Which? Future of Food Debate 2

A partnership with the Government

Office of Science and Sciencewise

Will discuss the challenges facing the

food system, possible ways forward and

roles and responsibilities

3 two day workshops in London, Cardiff

and Paisley in January and February.