Organic. Humane. Local. These are words that are finally seeping into our collective consciousness. Our food systems problems are becoming a dinner table conversation, a topic over a beer, and conversations with our kids. Big business hasn't let this go unnoticed. Safeway is requiring all the organic eggs it sells to be ‘certified human.’ In Brooke’s blog last week she posted the about Marriot’s commitment to eliminate the use of gestation crates in its pork supply by 2020(http://bgi-blog-brookebutcher.blogspot.com/2013/01/week-3.html). McDonalds former CEO is creating a new chain of fast food restaurants focused on healthy local food. Chipotle continues to increase its commitment to locally sourced food. And these are just a few examples of some of the trends in the 2012 big business restaurant food industry. While I find it frustrating that it will take Marriott 7 years to change its suppliers practice or that Safeway isn’t requiring ALL the eggs they sells to be humanly certified I have to step back and remind myself that all work is good work.
A locally supported regional food system will likely depend on these big name convenience and fast food restaurants getting on board with regional. Much of our American diet is based on this idea of convenience (which is another cause I hope someone takes up, Americans need to SLOW down). In a report done by Andreyeva in 2010 “Food away from home” demand was the most elastic (.81). Meaning a small increase in restaurant/fast food meals and we are likely to just eat at home. This makes sense when you think about the price wars between major fast food retailers; who can have the biggest $1 menu. But then again, I’m reminded of Burgerville, a Portland fast food chain, with the motto “Fresh. Local. Sustainable.” It’s a little bit more expensive than choosing the Burger King but I would pick it every time. I don’t think I’m the only one. It’s not my ideal food situation. It’s still fast so we miss out on the culture part of food. It’s still delivered to you in one time use compostable containers. Not everything is locally sourced. BUT when I used to travel for work and found myself in Portland I loved their bean burger served up with greasy fries and a side of Dr. Pepper! How do we convince other fast food chains that the price elasticity numbers they see historically are only that, history. Americans are changing their eating habits and providing the cheapest food to ensure you sell the most and make the most money is not the trend of the future.
So while my passion is and will continue to be finding ways to connect people with food I need to be open to ways that the current system can help support and grow the system of regional food that I’m so passionate about. The leaders of the food movement before me helped make local, humane, and organic conversations in McDonald’s board room. I’m committed to picking up that torch and finding ways that our entire food system is sustainable. It will take combinations of approaches; a multiple of micro solution; and a dedicated bunch of future foodie leaders.
References
Tatiana Andreyeva, PhD, Michael W. Long, MPH, and Kelly D. Brownell, PhD. The Impact of Food Prices on Consumption: A Systematic Review of Research on the Price Elasticity of Demand for Food. retrieved from: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2804646/
Wong, Venessa. September 2012. Bloomberg BusinessWeek. Former McDonald's Executive Serves Up Healthy Fast Food
http://www.businessweek.com/articles/2012-09-14/former-mcdonalds-executive-serves-up-healthy-fast-food
Salazar, Dennis. 2012. Capitalism Is Alive and Well in the Green Community. Environmental Leader. Retrieved from: http://www.environmentalleader.com/2012/07/03/capitalism-is-alive-and-well-in-the-green-community/
Safeway Requires All Cage-Free Eggs to be Certified Humane. December 2012. Environmental Leader. Retrieved from: http://www.environmentalleader.com/2012/12/27/safeway-requires-all-cage-free-eggs-to-be-certified-humane/
Vijayaraghavan, Akhila. June 28, 2012. Chipotle Moves Toward Local Sourcing. retrieved from http://www.triplepundit.com/2011/06/chipotle-moves-local-sourcing/
Good post. I'm sure you saw this about McDonald's this week? http://www.triplepundit.com/2013/02/im-lovin-macdonalds-opts-sustainable-fish-modernity/
ReplyDeleteSo, I'm struck by the question about whether a sustainable McDonald's is an acceptable solution. Putting aside the question of what that looks like (at some point its no longer McDonalds), is that the right goal? And therefore are these useful steps?
Bert,
ReplyDeleteI read this last week and have been mulling it over this last week. Especially with my stop at my beloved Burgerville on my way home from PDX Friday morning.
Is a sustainable McDonald's acceptable... as much as I want to say no way because I hope we slow down, enjoy food, and support the more local independent burger joint I also realize that if I drove up in my efficient one person electric vehicle to a McDonald's that was build to the Living Building Standards, where I plug in my car and power up from the extra electricity they create from their wind turbines on the roof, and I walked in and got a delicious bean burger off their all vegetarian (mostly vegan) menu, I could use my fancy phone (or computer chip in my head) to quickly see all items on the menu are verified humane, and sustainability grown (most of it is local there are a few items that, the food is served to me in my traveling flatware set I carry with me (I'm not allowed to forget it because restaurants actually can't serve you with single use since that law passed several years ago), and the employees of McDonald all receive living wages and health benefits ...............well, I would have to say, I might not really care if it was a multi national corporation and enjoy my burger and go on my way. Maybe sustainable fast food is the right goal.