An explanation I often hear as to why there is so much processed and fast food available, whether it be here in Moose factory or in underserved neighbourhoods in cities, is that there is simply not a demand for fruits and vegetables. This is a phenomenon I have struggled to come to terms with for some time.
A recent report from the Food Ethics Council out of the UK, provides an explanation as to why sustainably grown food still represents the minority of products on grocery store shelves. The report also explains why processed food thrives and nutritious food struggles to find shelf space in some communities.
First of all, while there may be a perceived lack of demand for fresh produce in low income communities, it is likely more to do with purchasing power than there being a lack of desire to consume healthy foods.
Excerpts from the report in italics:
This is not to say that people don't want to buy sustainable products – they do, but they don't see why they should have to pay more money for them, and many cannot afford to do so. Society's attachment to, and dependence upon, cheap food is a critical barrier in moving towards a sustainable food system.
Looking at Northern communities in particular, the quality of fresh food adds another dimension to food choice. Fresh fruits and vegetables often arrive in poor quality, and are sometimes left to rot on the shelves.
The other issue, raised in the food ethics council's report, is that too much responsibility lies with the consumer. Consumers are relied upon to pick which foods are available, but most consumers are more interested in price, than sustainability or health. That is not to bash people's food choices, it's just that our current food system is tilted heavily towards cheap processed food.
As things stand, there simply isn't sufficient demand for sustainable food to drive the required transformation in the food system. Price, quality and value are still the most important determinants of food purchasing decisions. So there is a problem: business and government both look to consumers to lead the way on sustainable consumption, but consumers do not want to assume this responsibility.
A recent study suggests that purchases of fruits, vegetables, non-fat dairy, and other healthy foods will increase by as much as 10%, following 25% price reduction. Making fruits and vegetables cost competitive with processed food may lead to increased consumption of healthier food.
What both business and the public need is a level playing field. A food system that internalizes the costs of food production and health outcomes. Unfortunately that is the role of neither. Government needs to step in to allow citizens to be able to pick healthy, sustainable food that doesn't make them ill.
Most damagingly, government has not provided the coherent, joined-up, long-term food policy that businesses – and other sectors of society – require in order to develop their own strategic responses to the challenges confronting the food system.
While increasing the availability and accessibility of nutritious food is an excellent place to start. It may not be enough to entice people to buy nutritious foods. If people are not accustomed to eating these foods, do not have proper cooking equipment/facilities, or cooking skills, then food may still lie untouched. No one solution is a panacea, but incorporating multiple strategies may increase the consumption of nutritious food.
The bottom line is people do not want to be sick. Unfortunately our food system gives some people no other option.
No comments:
Post a Comment