tag:blogger.com,1999:blog-74750731156150178212024-02-06T20:23:32.726-08:00ProvenanceA conversation about regenerative food systemsElizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.comBlogger24125tag:blogger.com,1999:blog-7475073115615017821.post-12051566934601268772011-09-28T10:27:00.000-07:002011-09-28T11:05:58.735-07:00Technology's Place in Transforming AgricultureIn a 1984 retirement speech delivered to his colleagues at Cargill, my grandfather called for a renewed focus on the people that agriculture serves. “What is good for producers and consumers,” he said, “is good for us.” His intention was to inspire a more efficient commodity business, but his message – that working in the interests of farmers and consumers will benefit the agricultural whole – resonates a quarter century later. As we search for a way to transition on a large scale to a more diverse and vibrant farming and food culture, we must focus on transforming the relationship between farmers and the people they feed. <br /><br />The distended relationship between farms and individuals is the fundamental problem in the food system we’ve inherited. Supply chains and the corporate cultures that house them keep information isolated. Choices about what to produce and buy are limited to what merchants will trade and processors will sell. The realities of agricultural production bewilder the quarterly projections of Wall Street. <br /><br />Yet efforts to circumvent the prevailing order abound. As <a href="http://www.gothamgal.com/gotham_gal/2011/09/how-is-technology-changing-the-food-system.html">Joanne Wilson rightly points out in this series</a>, farms that traditionally depended on wholesale buyers increasingly turn now to direct markets. Farms do better when they plan crops, set prices, and choose markets based on intelligence from the people who actually eat their harvest. They also claim more of the dollar spent on their food when they sell directly to individuals (though because of inefficiencies in farmers’ markets and CSAs the profit margin on that dollar is not much higher than it is when a farmer sells wholesale). Despite their proliferation in recent years, these alternative models present substantial barriers – namely the cost to farms of finding and reaching a large customer base – that limit their widespread availability and benefits. Technology has the ability to level the barriers and move alternative models beyond the niche. <br /><br />That technology has not yet turned the food industry on its head indicates how much complexity the food system presents. Reforming how we grow, seek, and consume food has meaning for our culture and our humanity that de-institutionalizing the <a href="http://www.zipcar.com">rental car</a> and <a href="http://www.airbnb.com">hotel</a> industries does not. Agriculture touches seven billion people with as many different palates, preferences, and nutritional needs. While technology has carved into the markets, products, and identities of almost every other sector, farming and food defy easy solutions. Environmental health, human health, economic relationships, market structures, personal histories, and food cultures are colorful and sometimes conflicting strands of the agricultural dilemmas we face. <br /><br />To make lasting change in the agriculture and food sector, we need to prioritize two things: farms’ profitability and the affordability of food for households. We need to shift the balance of the consumer dollar to the farmer – the participant in the food system that serves the most critical function, takes on the most risk, and makes the choices that have the largest influence on the environmental, nutritional, flavor, and quality profile of the food we eat. The best way to do that is to give farms a way to sell their harvest directly to individuals. <br /><br />The dual objectives of farms and their customers doing better go hand in hand, and to accomplish both we need to restructure markets. Companies that play in the middle of the agricultural supply chain do best when producers and consumers are separated by time, place, and information. In contrast, by giving producers and consumers a platform that coordinates transactions and the movement of goods from farm to household, <a href="http://www.plovgh.com">Plovgh</a> provides one example of how technology can make widely available the benefits of alternative markets that CSAs and farmers’ markets already provide on a small scale. Applying technology to models that restore the connection between farmers and the people they feed has the potential to make an already disruptive trend a new standard for agriculture. <br /><br /><br />This piece also appears on <a href="http://www.plovgh.com">Plovgh</a> and <a href="http://www.foodandtechconnect.com">Food+Tech Connect</a>.Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com0tag:blogger.com,1999:blog-7475073115615017821.post-66410452974617285492011-09-12T14:02:00.000-07:002011-09-12T14:48:36.069-07:00New Agriculture Needs Out From Under the Corporate ThumbLast week, Walmart announced a <a href="http://walmartcommunity.com/walmart-to-donate-1-million-to-growing-power">$1 million grant</a> for <a href="http://www.growingpower.org/">Growing Power</a>, a Milwaukee- and Chicago-based organization started by Will Allen that focuses on equal access to healthy food for all communities. The <a href="http://abcnews.go.com/WN/wisconsin-man-starts-good-food-revolution/story?id=10678021">Good Food Revolution</a> was aflutter with reactions. Should Growing Power accept Walmart’s support? Can big corporations really be part of the transformation in farming and food or are they merely participating to rack up do-gooder points? <br /><br />In a reaction to Will Allen’s <a href="http://www.facebook.com/notes/growing-power/a-note-from-will-on-corporations-and-the-good-food-revolution/10150362405185490">Facebook message</a> explaining the decision to take the funding, Zac Henson declared, “The revolution will not be grant-funded.” Henson’s perspective raises a crucial and unresolved question: Can New Agriculture succeed without the financial and operational support of the corporate network it aims to subvert? <br /><br />The problem with Growing Power accepting Walmart funding or pursuing the <a href="http://www.refresheverything.com/growingpower">PepsiCo grant</a> they’re after is not whether powerful corporate interests and dollars ought to be part of shifting the food system. They should. The agriculture movement is not exclusive – it has emerged from concerns shared by citizens, nonprofits, governments, and multinationals alike. <br /><br />The deeper problem the funding decision exposes is that if New Agriculture relies on money and support from Industrial Agriculture (and I call it that very intentionally – I am talking here, <a href="http://www.huffingtonpost.com/elizabeth-mcvay-greene/sustainable-farming_b_893645.html">as I have before</a>, about those corporations that apply traditional notions of efficiency, economies of scale, and operational rigidity to an agricultural system that performs anything but linearly and predictably), then the paradigm of agricultural production and food consumption does not change. Instead, the predominant market system prevails and organizations like Growing Power that fuel the new model in fact exist within the dominant system as a subject of corporate efforts to participate in the cutting edge. <br /><br />We need a more profound shift than that to sustain the agricultural resurgence we’re witnessing. In New Agriculture, decisions and information do not need to be centralized in the hands of a few powerful companies. Rather, a diverse base of producers and consumers is beginning to coordinate the production, marketing, purchase, and consumption of wholesome food with alternative markets, new tools, and inclusive approaches. It looks like <a href="http://www.windowfarms.org/">Windowfarms</a> providing farming kits to citizen growers. It looks like <a href="http://www.plovgh.com">Plovgh</a> giving farms a way to earn more for their crops by reaching their customers en masse. It looks like hundreds of thousands of farms in this country reclaiming their economic fate by putting their land into food crops instead of commodities and selling that food directly to the people who eat it. <br /><br />Growing Power is part of the reason New Agriculture finally feels accessible, but their decision to take support from a corporate giant places them squarely within the corporate framework. Negative reactions to the organization’s decisions express the disappointment that a leader on the alternative path just nestled itself into the hierarchy it aims to change. Its values and mission just became a line item within Walmart’s annual report (or, worse, its Corporate Social Responsibility report) instead of a call for an entirely different way. It reminds us that we’re stuck. <br /><br />To have the lasting impact that the world needs, New Agriculture needs to stand on its own. To do so it has to be profitable. New Agriculture does not need a re-funneling of corporate money, money that because of the dominant structure it perpetuates won’t give us the market changes that will keep farmers on the land, improve the quality of our soil, and yield healthful food crops and relationships across our agri-culture. <br /><br />We need new business models that are built for New Agriculture, that reward the producer and the consumer, that value decisions that are optimal economically as well as environmentally and ethically, that give influence back to the people who grow the food and the people who eat it. Only when the companies that are clearing a truly alternative agricultural path are prepared to upend and eventually replace the old paradigm of the agricultural sector with connectivity, community, and environmental stewardship will we have a chance of sustaining the revitalization of our farms and food. <br /><br /><br /><span style="font-style:italic;">This piece also appears on <a href="http://www.plovgh.com">Plovgh</a>.</span>Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com0tag:blogger.com,1999:blog-7475073115615017821.post-57195857170024127462011-07-08T17:14:00.000-07:002011-07-08T17:35:23.645-07:00Agility in Agriculture: Why Farms Will Succeed and Food Corporations May NotExtreme weather has thrown off fruit and vegetable production schedules by a couple of weeks around the country this year. Anyone who’s a CSA member or an avid farmers’ market-goer knows it – farmshares are starting delivery a couple of weeks late in some regions and markets are still displaying spring greens in others. In the Pacific Northwest, there is <a href="http://www.oregonlive.com/business/index.ssf/2011/06/columbia_river_gorge_fruit_cro.html">much talk of compromised fruit crops</a>. Cherries, which usually hit the stands well before the 4th of July, will make their way to Portland markets one of these days, but for now the strawberries will do just fine. Most people seem okay with that.<br /><br />American consumers are increasingly choosing to be part of a dynamic agricultural experience. The value of agricultural products marketed directly from the farm to individuals through CSAs and farmers’ markets grew <a href="http://www.thegreenhorns.net/resources/Facts_on_Direct_to_Consumer_Food_Marketing.pdf">104.7% from 1997-2007</a>, representing over <a href="http://www.agcensus.usda.gov/Publications/2007/Full_Report/Volume_1,_Chapter_1_US/st99_1_002_002.pdf">$1.2 billion in revenue</a> in 2007 alone. Alternative channels have taken hold in part because consumers have demonstrated great capacity to adjust their expectations to the realities of agricultural production. Late cherries are not a nuisance, the thinking goes, but part of a story that connects people with the larger system that feeds them. Direct communication between farmers and people has also given producers insight into what their customers want, allowing diversified farms to adjust their crop plans to people’s tastes.<br /><br />Meanwhile, the food industry is on a hunt for a “sustainable” production and marketing model. A recent <a href="http://www.fastcompany.com//1764363/how-we-can-overhaul-our-failing-food-system#disqus_thread"><span style="font-style:italic;">Fast Company</span></a> piece describes how companies like Unilever and PepsiCo know that they need to prepare their supply chains for a volatile climate and assuage their customers through social responsibility. However, food companies need more than a revision in their procurement strategies and waste policies; they need to completely rethink their design, development, and manufacturing processes. If they are to source from farms, they ought to meet dynamic production systems with an equally dynamic processing and marketing strategy instead of the unwavering product needs they present the market with today. <br /><br />A farmer and a corporate procurement manager probably agree that it will be harder and harder to force a static basket of consistent, timely products out of the land for years to come. But the two have wildly different capacity to deal with this reality. While the farmer can reasonably adjust her production methods and planting choices to the ecological and market conditions her farm faces, the procurement team will have an awfully hard time figuring out how to redesign a nutrition bar in light of a cold spell in the Pacific Northwest in order to use extra strawberries as an ingredient in lieu of those missing cherries. <br /><br />The future of farming does not lie in producing the same thing over and over again – the soil can’t take it and neither can farmers’ bank accounts. The future lies in an agile production system and in building producers' capacity to respond to changing markets, environmental conditions, and tastes. Farmers are good at managing for diversity and unpredictability. Individuals are getting better at it. Companies with keystone products, hefty manufacturing infrastructure, and entrenched organizational wisdom will have a hard time adjusting, I predict.<br /><br />Agility means a push of what the land gives up into the markets and eventually the hands of people who eat, not a pull of ingredients through a supply chain, and it may require thinking beyond traditional measures of productivity and efficiency. As <a href="http://www.leopold.iastate.edu/about/moreaboutfred/kirschenmann.htm">Fred Kirschenmann</a> has remarked, economies of scale and specialization are not appropriate gauges for agriculture. Yet those are measures that food companies have typically been keenly focused on. There is a profound disconnect in food supply chains if scale is not the solution at the farm level but is the only measure of success at the corporate level.<br /><br />One way forward is for farmers and people to get together and sort it out themselves (that’s where <a href="http://www.plovgh.com">Plovgh</a> comes in). Another is for companies to begin investing immediately not just in new procurement strategies but in a responsive product development and marketing mentality. Companies will have to do more than get closer to the farms that supply them; they need to rethink how they design and manufacture products that involve agricultural risk.<br /><br />I see great potential in farmers, who demonstrate agility out of necessity, driving the future of agriculture (what a funny thing to have to say). I also see great potential in the ability of human beings, who are integrating agriculture – the culture of the land, as a reality in their daily lives, to adapt to changing conditions. I have much less faith that global, publicly held, quarterly measured corporations will figure out how to upend entrenched organizational processes, branded products, and global manufacturing in order to lead our agricultural future.<br /><br /><br /><span style="font-style:italic;">This piece is also posted at <a href="http://www.plovgh.com">www.plovgh.com</a>.</span>Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com0tag:blogger.com,1999:blog-7475073115615017821.post-12772709610130561432011-01-24T13:18:00.000-08:002011-01-24T13:27:03.281-08:00How Plovgh Makes FarmVille RealIt’s refreshing to hear <a href="http://www.theatlantic.com/dave-thier/">Dave Thier</a> talk about the <a href="http://www.theatlantic.com/food/archive/2011/01/factory-FarmVille-an-online-games-industrialization/69599/">struggles he had as a farmer</a> on <a href="http://www.FarmVille.com/">FarmVille</a>. I hesitate to say it, but I think his experience – the attraction, the addiction, the desertion, actually bodes well for farms and farmers. Apparently more than <a href="http://mashable.com/2010/02/20/FarmVille-80-million-users/">80 million people</a> want to get involved with the farm (albeit only at arm’s length), but, man, it’s a hard life even on FarmVille. Most of us aren’t cut out for the real thing, which makes it all the more important for us to give due respect and dollars to those who are. <br /><br />When I first heard about FarmVille, I found a teeny-tiny bit of hope in millions of people pretending to farm. Maybe it would mean a resurgent interest in the realities, challenges, and glories of farming. For long I’ve thought that farming was just about the <a href="http://www.youtube.com/watch?v=YNStbzxuAQ4">swellest thing you could do</a>. Were others, perhaps, beginning to agree?<br /><br />To some extent, they were. Just as those millions on FarmVille were playing the virtual farmer, millions of people were entering into a real-life version of that game. They called it <a href="http://en.wikipedia.org/wiki/Community-supported_agriculture">Community Supported Agriculture</a> and spent $1.2 billion buying their food directly from farmers in 2007 (up 50% from just five years earlier). I’m relieved to say that, even in 2010, virtual gamers didn’t spend that much on all <a href="http://www.emarketer.com/Article.aspx?R=1008166">social gaming platforms</a> combined. <br /><br />But I think there are some significant lessons to be learned from FarmVille’s popularity. The way people have responded to the game suggests they want to be part of something bigger, an on-going process that yields something colorful, flavorful, valuable. CSA subscriptions and farmers’ market purchases deliver a real-world version of that experience but in a wholly lo-fi way, and as a result, miss out on the addictive potential that the gaming industry has tapped into. What’s more, the real-world farm game doesn’t forego the burnout and desertion that Thier describes of his FarmVille experience: CSA farms have an <a href="http://agmarketing.umd.edu/Documents/FactSheetCRED01.pdf">average member retention rate</a> of just 65% nationally. <br /> <br />FarmVille’s user numbers and the <a href="http://www.ams.usda.gov/AMSv1.0/getfile?dDocName=STELPRDC5076729&acct=wdmgeninfo">increase in the popularity of CSAs and farmers’ markets</a> lead me to believe that people want to be involved in food and farms, but only up to a point and only if it gives them a subtle power trip. The thought of turning everyone loose on their own six acres and betting on who can subsist is terrifying; that would be way too much adrenaline. However, I do think there’s a way to get the eating person involved in making decisions about what is produced for them, but for real, not for fake. And not in the way that makes you the annoying food evangelist who’s always praising the virtues of bok choy. <br /><br /><a href="http://www.plovgh.com">Plovgh</a> puts farms and people together at a virtual farmstand. We hope that they buy and sell together, plant some crops together, follow the ups and downs of their harvest together. Plovgh is about the thrill of being part of the farm but without the kookiness of FarmVille because, um, Plovgh lets you spend real money on real crops and real farms. Don’t worry, you don’t have to leave your console or forsake your iPhone. We’re in there.Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com1tag:blogger.com,1999:blog-7475073115615017821.post-25596751031910606662011-01-20T10:25:00.000-08:002011-01-20T10:40:26.403-08:00Wal-Mart's New Policy Could Starve Us of Fresh FoodYou probably caught the headlines a few months back about <a href="http://walmart.com/">Wal-Mart</a> entering the <a href="http://www.grist.org/article/2010-10-15-food-walmart-doubles-down-on-local-food">market for local food</a> (defining it as food produced and sold within the same state, an arbitrary definition at best). Today’s <a href="http://www.nytimes.com"><span style="font-style:italic;">New York Times</span></a> features an <a href="http://www.nytimes.com/2011/01/20/business/20walmart.html?src=busln">article</a> about the store’s plan to make food healthier. One of the plans is to drop the price for fresh fruits and vegetables.<br /><br />Using fresh food as a loss leader is ludicrous as a solution to getting more fruits and vegetables into the mouths of Americans. In fact, it misses the mark entirely and potentially has harmful repercussions on the quality and amount of fresh food available to us. It might be a little counter-intuitive, but lets’ think this through.<br /><br />The relationships and incentives involved in the production, sale, and consumption of fresh food look something like this. <br /><br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjommj6aEU4C-3q9o9b3BxBdmTvqx7EX1dmlcQqcDU8gKYPk53SAJISZEV5tLHc2AKfsZF72KAqlpFA2c2t7lcq3Yq3_NaKMQeXyrMp8zsBxroG2NmmIGa5HymJTjKDXPtaKmH3z1ph_XkM/s1600/image002.jpg"><img style="float:center; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 260px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjommj6aEU4C-3q9o9b3BxBdmTvqx7EX1dmlcQqcDU8gKYPk53SAJISZEV5tLHc2AKfsZF72KAqlpFA2c2t7lcq3Yq3_NaKMQeXyrMp8zsBxroG2NmmIGa5HymJTjKDXPtaKmH3z1ph_XkM/s320/image002.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5564337718064437138" /></a><br /><br />As the perceived value of fruits and vegetables increases, your willingness to pay for them increases. If you’re willing to pay more, the price the farmer gets increases. As the price to the farmer goes up, his incentive to grow that food for you also goes up. When he grows more, supply of fresh food in the market increases and, all else being equal, lowers the market price of that food. Basic needs, flavors, and headlines all influence demand for fresh food, and as you see more value, you probably eat more fresh food and push the market price upward (again, all else being equal). <br /><br />Wal-Mart is trying to artificially diminish the perceived value of fruits and vegetables. By lowering consumers’ expectations about what they should have to pay to eat fresh food, Wal-Mart fools the market and gives farmers no reason to continue growing fruit and vegetable crops. By dropping prices on fruits and vegetables, Wal-Mart isn’t making more fruits and vegetables accessible to people who think they can’t afford to eat well; it’s making it less appealing for farmers to grow specialty crops. If Wal-Mart’s approach takes hold, we will see fewer farmers choosing to grow non-commodity crops, and instead of more people being able to eat fresh foods, fewer of us will (even those of us who can afford to pay full price for it). Wal-Mart has chosen the wrong point to press on to serve demand for fresh food and get people to eat better.<br /><br />Leslie Dach, of Wal-Mart’s corporate affairs group, is quoted as saying, “This is not about asking the farmers to accept less for their crops.” But how can it not be? It is not in the farmers’ interest to have their crops devalued, even if the wholesale price they’re getting from Wal-Mart is a fair one. Farmers who sell to Wal-Mart are forced to “accept less” because Wal-Mart is sending a message to the world that no one should have to pay much to eat their food. You’ll notice there are no quotations in the article from farmers who supply Wal-Mart.<br /><br />I contend that there’s a better way for farmers and for eaters, and that way does not include a behemoth controlling the interaction between the two. In a <a href="http://www.huffingtonpost.com/elizabeth-mcvay-greene/whom-do-you-really-pay-fo_b_782549.html">post</a> I wrote a few months ago, I mentioned that when you buy fresh food, you’re now paying intermediaries far more than you pay the farmer. Do you really value the trucking and storing and advertising and grocery store cashier more than you do the soil, the water, the sweat that went into producing your food? You don’t buy food because you think the wholesaler that got the food to you did a really great job; you buy it because you think it’s going to meet your taste, nutritional, maybe even emotional needs. The farmer imbues your food with those qualities, not the grocer or anyone else. So, why not start paying the farmer an amount that reflects the value they provide you?<br /><br /><a href="http://www.plovgh.com">Plovgh</a> is developing a way for you to do that. We get that it’s not always easy to pay the farmer because to do so, you have to find her. We want to pull down the barrier between <a href="http://www.plovgh.com/how-it-works.html">people</a> and <a href="http://www.plovgh.com/how-it-works.html">farmers</a> so that you have more control over who feeds you. It doesn’t solve everything to put the farmer and the eating people into direct relationships, but it certainly upholds balance and eliminates the forces that keep the makers of fresh food separate from the people who need it. <br /><br /><br /><span style="font-style:italic;">This article is also posted at <a href="http://www.plovgh.com">Plovgh</a>.</span>Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com0tag:blogger.com,1999:blog-7475073115615017821.post-85500186416855607232010-11-18T19:57:00.001-08:002010-11-18T20:00:33.501-08:00Eating In Trumps Eating OutIn <a href="http://zocalofood.com/feed-on-data/feed-on-data-the-balance-of-food-profits-whom-do-you-really-pay-for-your-food/">an article last week</a>, I discussed data that shows that a farmer receives a dwindling portion of the consumer food dollar in the US. The data does not explain the ratio of whole foods to processed or prepared foods purchased, but one person who <a href="http://www.huffingtonpost.com/elizabeth-mcvay-greene/whom-do-you-really-pay-fo_b_782549.html">commented on that post</a> attempted to reason, “The farmers' share has fallen because consumers are choosing to eat out more and buying food in more highly processed forms. If we all want to return to buying raw food at markets and spending hours preparing it then the farmers' share can go up.” This is an understandable, if uninformed, take on why farmers aren’t winning in the current food economy, but it misses what’s really going on: Americans spend significantly more money on food they eat at home than they do on food they eat out.
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<br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjX93-a60xRZfg45xkkEDwyE2An3-No-ngG-3T1gd6VVwDkDe3iZOrSdVcU6eMopi8WnfViUZedSpYYhgfARqMTSzJyIg57J4kE2FiJ2n_KYNN-mGTncjusBSeAzQHAgIk06oR80x3SpOAa/s1600/image002.gif"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 400px; height: 265px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjX93-a60xRZfg45xkkEDwyE2An3-No-ngG-3T1gd6VVwDkDe3iZOrSdVcU6eMopi8WnfViUZedSpYYhgfARqMTSzJyIg57J4kE2FiJ2n_KYNN-mGTncjusBSeAzQHAgIk06oR80x3SpOAa/s400/image002.gif" border="0" alt=""id="BLOGGER_PHOTO_ID_5541105585783401522" /></a>
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<br />Since 1929, when the <ahref="http://www.ers.usda.gov/briefing/CPIFoodandExpenditures/Data/table7.htm">USDA dataset</a> begins, disposable income spent on food-away-from-home has increased more than five times faster than has disposable income spent on food-at-home. There is no question that the market for restaurants, prepared food, and food service blew up in the second half of the twentieth century. But the food-at-home market is still 42% bigger than the market for food that is consumed away from home, and it has been that way since the early 2000s. Furthermore, the ratio of dollars spent on food-at-home to dollars spent on food-away-from-home has been especially stable in recent years. <a href="http://noteatingoutinny.com/">Cathy Erway</a> and her ilk, who are trying to shift even more consumption back into the home, might take comfort in that statistic, even if they have a lot of territory to cover to get us back to our early-1900s habits. Even in this era of idolizing chefs, restaurants, and food experiences, we still spend more money on food that we eat at home than we do on food outside of the home.
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<br />That means that the data to which I referred last week is not just a reflection of people paying someone else to prepare their food. I posit that what is really going on is that stale supply chains make it nearly impossible for farmers to reach consumers, and that because of the lack of choice in market channels, consolidators, wholesalers, and distributors can earn a huge amount of money, even though most on-lookers would say they don’t add a whole lot of value. Those intermediaries skew the portion of the consumer dollar that goes to the farmer for producing the food, tending the land that gave up that food, and managing the risk and decisions involved with sustaining a crop.
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<br />In response to intermediaries eating into food dollars, farmers have attempted to reach consumers directly through farmers’ markets and CSAs, and consumers show a growing interest in forging that connection with the farm and their food. That the number of farmers’ markets in the US has increased 114% in the last decade, to <ahref="http://www.ams.usda.gov/AMSv1.0/ams.fetchTemplateData.do?template=TemplateS&navID=WholesaleandFarmersMarkets&leftNav=WholesaleandFarmersMarkets&page=WFMFarmersMarketGrowth&description=Farmers%20Market%20Growth&acct=frmrdirmkt">6,132 markets around the country</a>, suggests that consumers have an interest in getting their whole dollar to the farmer, rather than paying a store to keep its lights on.
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<br />Consumers, take comfort. You have a direct hand in farmers getting more of the credit for the food you eat. But you have to start with knowing whom you empower to feed you.
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<br /><span style="font-style:italic;">This piece also appears at <a href="http://www.zocalofood.com/blog">www.zocalofood.com/blog</a>.
<br /></span>Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com0tag:blogger.com,1999:blog-7475073115615017821.post-58893279934983502002010-11-10T13:36:00.000-08:002010-11-10T14:12:02.614-08:00The Balance of Food Profits: Whom Do You Really Pay For Your Food?The <a href="http://www.ers.usda.gov/Data/FarmToConsumer/Data/componentstable.htm">USDA</a> tracks the value of domestic food expenditures, and also reports what portion of the consumer dollar goes toward labor, packaging, intercity transportation, fuel, pre-tax corporate profits, and farmers. The difference between what the consumer pays and what the farmer gets is called the marketing bill (look at the pink line in the graph). The marketing bill, which “covers processing, wholesaling, transportation, retailing costs, and profits”, or any function beyond the farm but before the household, has been climbing upward since the start of the dataset, in 1967, which means the farmers’ share has been on the decline. <br /><br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBP2toB1qNovKIYj8Oq7bdjuQ8t1L5W0JKMUzFrU-HaPaznqqZsBtvZkx2QB5ezX0l5zSBiOpLGPPoVHIiyOFrSuuoJm2vWXj0qKCK7I49xiNQqvz4JLQCs1FxxOPYkD2djY5hwey3mjQB/s1600/image002.gif"><img style="cursor:pointer; cursor:hand;width: 320px; height: 219px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBP2toB1qNovKIYj8Oq7bdjuQ8t1L5W0JKMUzFrU-HaPaznqqZsBtvZkx2QB5ezX0l5zSBiOpLGPPoVHIiyOFrSuuoJm2vWXj0qKCK7I49xiNQqvz4JLQCs1FxxOPYkD2djY5hwey3mjQB/s320/image002.gif" border="0" alt=""id="BLOGGER_PHOTO_ID_5538038893344326642" /></a><br /><br />The components of the marketing bill show that, from 1970 to 2006, labor, packaging, fuel, corporate profit, and miscellaneous items (like advertising and promotion, local for-hire transportation, and rent) increased relative to consumer spending, while fuel costs fell slightly relative to spending. The portion of a consumer dollar that a farmer receives fell the most dramatically in relation to consumer spending on food: in 1970, a farmer captured 32.10% of the consumer dollar; in 2006, she got just 18.53%. <br /><br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgw5vC5wnTFQQzhuchyOmXWnk2bPgH0Xwpe016YxVDPlwrtVXtXRaPjqzH-eYDlUyKAiNNje7j4em63bpClmkXb-Q8WXx6IAg1GOFiHOUjC2RSyALieedElLnFEdzK8VZrAPW5WxWPp8b5w/s1600/image002.gif"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 320px; height: 200px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgw5vC5wnTFQQzhuchyOmXWnk2bPgH0Xwpe016YxVDPlwrtVXtXRaPjqzH-eYDlUyKAiNNje7j4em63bpClmkXb-Q8WXx6IAg1GOFiHOUjC2RSyALieedElLnFEdzK8VZrAPW5WxWPp8b5w/s320/image002.gif" border="0" alt=""id="BLOGGER_PHOTO_ID_5538039343511887170" /></a><br /><br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgoD3AcRTj1N-wGOYaPYK2yvRNIESlebV7wkQqfoKLNs40PwvOaKBpFbf0CTJoqYpE9ipQ-tzC7k9xaQE5dZi-mERxBrkUZTqLTaUVMwmbpaJ2jr3zTjeIMaQMxkp1vX9qGe6Q-3bA1EGxB/s1600/image004.gif"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 320px; height: 191px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgoD3AcRTj1N-wGOYaPYK2yvRNIESlebV7wkQqfoKLNs40PwvOaKBpFbf0CTJoqYpE9ipQ-tzC7k9xaQE5dZi-mERxBrkUZTqLTaUVMwmbpaJ2jr3zTjeIMaQMxkp1vX9qGe6Q-3bA1EGxB/s320/image004.gif" border="0" alt=""id="BLOGGER_PHOTO_ID_5538039623364671298" /></a><br /><br />These trends suggest that over the last 40 years, it has become more expensive to get food to market. It is worthwhile to note that the farmers’ share of the dollar begins to decrease significantly in the 1980s, right around the time that alternative market channels like <a href="http://en.wikipedia.org/wiki/Farmers%27_market">farmers’ markets</a> and <a href="http://en.wikipedia.org/wiki/Community-supported_agriculture">Community Supported Agriculture (CSA)</a> started gaining popularity. Is it any surprise that farmers would seek the closer connection to consumers that these other economic models afford in a world in which almost all of the functions involved in connecting consumers with their food got a raise while farmers who actually produced the food got, in essence, wage cuts? <br /><br />Some would say that the functions involved in the food supply chain beyond food production add significant value – the aggregation of supply, the processing, the wholesaling, the marketing, the advertising, the research and development, the store shelves and employees. But perhaps we’re moving beyond the need for those functions as a costly component of our food. The internet <a href="http://www.readwriteweb.com/archives/etsy_ebay_distributed_mass_customization.php">levels, liberates, and democratizes industries and supply chains</a>. We should unleash it for the benefit of our farmers and our eaters, instead of continuing to pay for “value” that I, frankly, have a hard time valuing.<br /><br /><span style="font-style:italic;">This post also appears at <a href="http://www.zocalofood.com">www.zocalofood.com/blog</a>. <br /><br /></span>Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com0tag:blogger.com,1999:blog-7475073115615017821.post-45671876309603838802010-09-28T21:51:00.000-07:002010-09-28T22:07:06.258-07:00Finding the Sacred and the Satirical in our FoodWere you as stunned as I was to hear that <a href="http://www.colbertnation.com/home">Stephen Colbert</a> was going to appear at a <a href="http://cspan.org/Watch/Media/2010/09/24/HP/A/38516/House+Judiciary+Subcmte+Heairng+on+Immigration+and+Farm+Labor.aspx">House Subcommittee Hearing</a> to discuss his views on farm labor? I’m used to <a href="http://www.willienelson.com/">Willie</a> speaking out on behalf of farmers, but that seems to fit his image rather well. Colbert, on the other hand, seems like a guy whose free market politics would steer him clear of any sort of stumping for US agriculture. To listen to his commentary was to understand that he was there to draw attention to the need for basic rights and fair treatment of farm workers, and not to contemplate what kind of capitalist he is (<a href="http://civileats.com/2010/09/27/mr-colbert-goes-to-washington-video/">here’s his explanation of why he showed up</a>). And what better testament to the urgency, gravity, and complexity of our food challenges than to hear a white entertainer in a suit ask us to consider the people responsible for getting food to our tables. <br /><br />The testimony from both Colbert and <a href="http://www.ufw.org/_page.php?menu=research&inc=history/06.html">Arturo Rodriguez</a> of the United Farm Workers remind us that, really, we have no idea what we’re eating, whose bottom line we’re supporting, or what agenda we are inadvertently furthering with our food dollars. Just as I dispute the FDA’s <a href="http://www.washingtonpost.com/wp-dyn/content/article/2010/09/18/AR2010091803520.html">claim that genetically modified salmon is not materially different</a> from non-GMO salmon, I contend that <a href="http://www.huffingtonpost.com/elizabeth-mcvay-greene/whats-in-a-name-the-power_b_627289.html">not every tomato (or apple, carrot, or bean) is equal</a>. Quite the contrary, we try to simplify our markets by commoditizing food, but we have reached a time and place where the slightest differentiating factor, from what kind of fertilizer was used on the field, to the origin of the seed, can affect the price, market destination, and end use of a crop.<br /><br />Let’s think about this. Say that two peaches were placed before you – same variety, same harvest date. You were assured that one had been sprayed with an insecticide that had run off into an underground stream that would ultimately affect water quality in the Gulf of Mexico, all the while using as close to forced labor as the US comes. The other peach had come from a neighboring field, where the farmer used integrated pest management that required a quarter of the insecticide and thus added only a fraction of the groundwater pollution as her neighbor, and farm laborers were paid a decent wage. How much more would you pay to eat the second peach instead of the first?<br /><br />As this over-simplified example demonstrates, by not knowing, we can unwittingly participate in something we’d rather not. I’d like to think that farmers’ markets could solve the information problem, but unfortunately they are not only inaccessible to a large portion of the population, but they are also mired in their own <a href="http://zocalofood.com/opinion/chaos-at-the-farmers-market/">struggles for transparency</a>. And so, without easy access to information, we make decisions that are less than optimal for ourselves and for others.<br /><br />The question comes down to what you know about your food. To know is to acknowledge the sacred in food, what theologian <a href="http://www.divinity.duke.edu/academics/faculty/ellen-davis">Ellen Davis</a> describes as a way of thinking about food that honors the people, animals, and elements that cultivated and harvested the food. It’s what we mean to do when we pray at meal time.<br /><br />However, the fact that so few of us know the story of our food is due in large part to how the food system is set up. From cotton traders in India to spinach packers in California, the dominant view is that markets are more efficient if the consumer doesn’t know. <br /><br />Herein lies the contradiction, and thus the satire. The stuff we depend on day in and day out, for energy and wellness, to sustain our physical, and often our emotional and spiritual, being is the stuff we know so little about we’re making choices that actually defeat the purpose of food: to nourish. No wonder Colbert found an angle on all of this – we are acting the fool. And so, I leave you with one question. Whom are you empowering to feed you?<br /><br /><br /><span style="font-style:italic;">This piece also appears on <a href="http://www.zocalofood.com/blog">Zocalo</a>.</span>Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com0tag:blogger.com,1999:blog-7475073115615017821.post-72178746102825349412010-09-20T12:53:00.000-07:002010-09-22T09:21:44.113-07:00Chaos at the Farmers’ MarketThis <a href="http://online.wsj.com/article/SB10001424052748703404004575198270918567074.html">story in the <span style="font-style:italic;">Wall Street Journal</span></a> about a farmers’ market debate that is raging (can anything really rage at a farmers’ market?) in Wisconsin and across the country reminds me how much is wrong with how we choose our food. It reports that even our best alternative to supermarkets, our closest approximation to traceability in our food supply, can’t provide us the assurances we ask of it. Meanwhile, some half-cocked ideas are floating around about how to make farmers’ markets stricter, less accessible, and heavier on bureaucracy and process. <br /><br />Who needs more of that, especially farmers? Cross checking seed receipts to verify that a farmer grew what he is peddling, inspecting farms to make sure they’re growing what they said they were, lots of pencil and paper work overseen by resource-constrained market managers? How in the world can this be the extent of our food alternatives? There must be a better way to get the comfort we receive from believing that a real farmer grew real food that we browse while a country music cover band takes us back to another time, when people had no choice but to farm.<br /><br />In the spirit of full disclosure, I must say that I shop at <a href="http://www.yelp.com/biz/mccarren-park-farmers-market-brooklyn">my neighborhood’s Saturday market</a> when I can. But I don’t enjoy it for anything but the outcome: a great selection of fresh foods in which I have a higher degree of confidence than I do in food I get from the grocery store. I think the farmers’ market is just about the least efficient way to get our food (and research from <a href="http://cce.cornell.edu/Pages/Default.aspx">Cornell Cooperative Extension</a> suggests that it is just about the least efficient way to sell food too), much less gain transparency into how that food was produced. If you’re lucky, you’ll actually get to talk to the farmer when you show up at the farm stand. But if the farmer is successful, she will be selling at multiple markets on the same Saturday morning, reducing your chances of meeting the woman with the dirt under her fingers. If she’s really successful, her sunny day will be better spent on the farm.<br /><br />At the heart of this debate are questions about what a farmers’ market should be, what it turns out to be, and who gets to decide. For some, the farmers’ market is about community, an opportunity to socialize with neighbors and farmers, a pastime. For others, both buyers and sellers, it is business. Still, direct sales of food from farmer to consumer represented <a href="http://www.ers.usda.gov/briefing/cpifoodandexpenditures/data/Expenditures_tables/table14.htm">just 1.1% of food purchases</a> in the US in 2009.<br /><br />Two recent articles published in <a href="http://journals.cambridge.org/action/displayIssue?jid=RAF&volumeId=25&issueId=01&iid=7219008">Renewable Agriculture and Food Systems</a> discuss research that shows that even though consumers pay significant premiums on farmers’ market produce, if labor costs are taken into account farmers are only slightly better off selling at farmers’ markets, if they are better off at all. An article on <a href="http://www.grist.org/article/food-why-eaters-alone-cant-transform-the-food-system/"><span style="font-style:italic;">Grist</span></a> suggests that <a href="http://windfallfarm.blogspot.com/">New York State farmer Morse Pitts</a> has no long-term incentive to continue selling at the <a href="http://www.grownyc.org/unionsquaregreenmarket">Union Square Farmers’ Market</a>. By Pitts’ calculations, he makes just $7 an hour selling at the market, even though his customers pay a pretty penny to buy greens directly from him.<br /><br />Furthermore, markets suffer from both consumer and farmer upward mobility. As <a href="http://www.salon.com/food/feature/2010/06/21/too_many_farmers_markets"><span style="font-style:italic;">Salon</span> reports</a>, farmers in Lancaster County that could gain access to higher-paying Philadelphia markets chose to go there instead of continuing with a community food access project in their own county. Isn’t that the rational thing to do? The problem is that consumers in small towns and communities with lower ability and willingness to pay are not just economically but also geographically excluded from the market for direct-from-farm food. If we could resolve the geographic boundaries of transacting in fresh food, as we've done with <a href="http://www.cmegroup.com/trading/agricultural/index.html">markets for commodities</a>, perhaps we could achieve better equality of access.<br /><br />Some farmers that sell at market do gain a lot from interacting with customers. They hear about what people like, what they don’t, how they’re using the produce. They get some satisfaction from meeting their loyal customers, from educating people new to the market, and from spending time with peer farmers. Is there a way to retain the good in farmers’ markets – the community, the interaction, the access to an array of (what we think is) farms’ fresh produce – but gain insight into the authenticity and quality of farms and food, the mystery of which has caused this Wisconsin tiff? <br /><br />The farmers’ market fills a true need that is underscored by <a href="http://www.ams.usda.gov/AMSv1.0/ams.fetchTemplateData.do?template=TemplateS&navID=WholesaleandFarmersMarkets&leftNav=WholesaleandFarmersMarkets&page=WFMFarmersMarketGrowth&description=Farmers%20Market%20Growth&acct=frmrdirmkt">data from the USDA</a> that shows the number of markets in the US has nearly doubled in the last eight years. So, the market brings us something that nothing else does yet: an array of fresh, whole food the source of which we generally trust; a choice in what quantities and assortment of that food we want; direct contact between farms and consumers. I spend my days thinking about a better way to accomplish this, but for now, I’ll take what I can get.<br /><br /><span style="font-style:italic;"><br />This piece also appears at <a href="http://www.zocalofood.com">Zocalo</a>.</span>Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com0tag:blogger.com,1999:blog-7475073115615017821.post-51891240800249451072010-07-28T12:57:00.000-07:002010-07-28T13:52:25.537-07:00What the Farm Gives: A Morning at the Wholesale Farmers’ MarketBy 6:30 yesterday morning, I was chatting with <a href="http://www.grownyc.org/wholesale/farmers">Jack Hoeffner</a>, one of the farmers who sells at the <a href="http://www.grownyc.org/wholesale">Wholesale Farmers’ Market</a> at <a href="http://www.huntspoint.com/">Hunt’s Point</a> in the Bronx. New York City’s <a href="http://www.cenyc.org/greenmarket">Greenmarket</a> had organized a two-hour buyers’ tour to introduce farmers and customers, and to attract attention to the market, which came under Greenmarket’s purview just last year. The drive up from Brooklyn, a <a href="http://brooklynfoodcoalition.ning.com/">mecca</a> of sorts for good foodies in this city, was seamless at that hour, but my first smile of the day was when one of the entrance guards explained that, you know, he didn’t see too many ladies up here. When you’re about to spend a few hours with some old school vegetable growers, you may as well start off old school.<br /><br />This market is a place where farmers can sell directly to wholesale buyers like restaurants, corner grocery stores, and small-scale food processors. Today there were nine sellers, their white trucks scattered across the parking lot, with bags of corn and onions, and boxes of potatoes, peppers, and cucumbers stacked on the concrete. The farmers are here because selling at this market allows them to sell in bulk but at an agreeable price and without much distribution responsibility. <br /><br />Hoeffner, who farms in <a href="http://en.wikipedia.org/wiki/Montgomery_(town),_New_York">Montgomery, New York</a>, and whose family has been in the business for five generations, attributes the challenges of the small farmer to reckless markets. In a traditional wholesale market, he might make an agreement to sell a box of cabbage for $10, but by the end of the day the market clearing price is $8 per box, and he is forced to give up those $2 in order to keep buyers coming back to the market. That price unpredictability would be okay if he benefited from the up-side as often as he suffered from the down-side, but the reality is that if he makes an agreement to sell at $10 and the price goes up to $12 over the course of the day, he is stuck with his original deal. Hoeffner sells at the Wholesale Farmers’ Market because here, at least, the spot market for his products exists and he takes what he can get, without the risk of his buyers renegotiating a price. <br /><br />The Greenmarket gives these farmers, many of whom are beyond middle age, access to marketing and sales opportunities that they would otherwise lack. These are not guys who are going to serve the unique needs of dozens of different buyers or contract their production with big companies, but they do want to sell in a fair and efficient way to customers that value their products. The market succeeds at pulling farmers and buyers together, but as <a href="http://www.cenyc.org/about/staff">Shayna Cohen</a>, who organized the event, pointed out, growing the market is “a chicken and egg thing.” You don’t get farmers to come to the market unless there are buyers, and buyers won’t be there unless the farmers are. <br /><br />Talking with Hoeffner exposes how much dissonance there is between farmers’ ability to sell fresh, whole foods and apparent demand for it. Restaurant buyers may claim to want seasonal, local produce on their menus, but the reality is that buying from nearby farmers a few months of the year can jeopardize relationships with national distributors that deliver peaches and tomatoes all year round. “When you farm, you sell what the farm gives up,” Hoeffner says. This mentality of taking what the land, and hence the market, offers does not extend to most restaurant buyers and consumers. We have been conditioned to expect that we can get what we want, when we want it. <br /><br />Back home in Brooklyn, it’s easy to think that the future of healthy, whole food and efficient markets for that food are in our immediate future, and it’s easy to forget that the farmers we rely on for that food face an uncertain future. From day to day, they don’t know who will be at the markets and how much those customers will need. From week to week, they don’t know what crop prices will do, so they guess at the most advantageous times to harvest and sell their products. From year to year, they try to compete with huge makers and movers of food. <br /><br />If we are going to strengthen and promote a network of <a href="http://blogs.ei.columbia.edu/blog/2009/09/11/designers-at-columbia-and-mit-promote-%E2%80%9Cfoodshed%E2%80%9D-concept/">regional foodsheds</a>, not to the absolute exclusion of broader trade but with a core value of ensuring stable farm communities in proximity to our cities, we need to rethink how we define a dependable food supply. Does dependability mean getting the same assortment of products day in and day out, or does it mean having the agility to respond to the market, the season, and the farmer to incorporate a changing array of foods into our lives and menus? <br /><br />Instead of trying to control and correct for diversity in our food supply, we should embrace it. Don’t get me wrong, I’m not saying we should never, ever eat pineapple in January. I’m saying that to revitalize small- and medium-sized farms in this country, we first have to shift our mental models, accept some degree of variation in our food supply, and adjust accordingly our expectations of what farmers like Hoeffner and his cohorts deliver.Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com1tag:blogger.com,1999:blog-7475073115615017821.post-70449150142317365952010-07-16T11:31:00.000-07:002010-07-16T11:54:59.967-07:00Open Data in Agriculture and Why It MattersThe farmer usually knows best – for his or her land, crop, livestock, and profitability, among other things. As a girl on a Minnesota farm in the ‘80s and ‘90s, I was in awe of my grandfather’s ability to know just what his beef cattle needed – more water, richer pasture, better nutrients – and to have a crop rotation schedule seemingly in his head. It was as though my Granddad could feel his way through the unpredictability of weather, supply and demand, and price fluctuations to make the optimal decisions for his operation. <br /><br />A couple of years ago I was with him on his farm when the <a href="http://pubs.caes.uga.edu/caespubs/pubcd/B864/B864.html">cows were getting checked for pregnancy</a>. He sat in the middle of the cattle yard while cow after cow ran through the chute. After each check, the cowboy gave a signal to indicate the cow’s status, and Granddad jotted down on a spreadsheet the results that would later that evening get saved to someone’s hard drive. What could I build, I thought to myself, that would make this process easier, and link the data that emerged from this days-long affair with other information from the farm itself, the region, and the markets to help my family make even smarter operating choices? <br /><br />It’s a question that participants from across the food sector have pondered for years, and to which new information technology is beginning to provide answers. With capabilities like social media that offers instantaneous mini-reports, <a href="http://en.wikipedia.org/wiki/Remote_sensing">remote sensing</a> that announces field-level conditions, and <a href="http://www.receiver.vodafone.com/creating-maps-for-everyone">user-generated mapping</a> that offers an on-the-ground view of production, merchandising, and consumption activity, we are beginning to get the tools at our fingertips to optimize decision-making with connected, real-time information, not just intuition. Farm management software, mobile applications, and web-based tools are increasingly available to farmers around the world and present an opportunity for us to understand and act on the global interconnections among food, agriculture, water, energy, soil, farm profitability, and human nutrition as never before.<br /><br />I do not want farmers’ wisdom to evaporate in the face of technology. Quite the contrary, I want that specialized knowledge of acre, crop, and herd to be augmented and preserved. Agricultural and food system data is important because it lets us see what we couldn’t see before, and in a world in which the expertise to sustain our food supply lives in the minds and senses of <a href="http://www.agcensus.usda.gov/Publications/2007/Online_Highlights/Fact_Sheets/demographics.pdf">aging farmers</a>, I would like to see a 21st century agricultural revolution that builds on farmers’ talent and perception to capture and interpret newly available signals from the ecosystem. <br /><br />Imagine, for example, that a farmer needs to decide how much to irrigate during a drought. It's a decision that affects just his farm in the short run, but has systemic costs and benefits. If the farmer could connect historical commodity prices, weather charts, financial and environmental costs, and soil conditions to assess the trade-offs in the choice he makes, he could complement his highly refined intuition with the long-term effects that his decision has on his farm and beyond. The more widely information and tools like this are available, the more optimal decisions participants can make throughout the food system. <br /><br />Opening up food and agricultural data requires an information architecture and infrastructure that does not currently exist. The <a href="http://www.fao.org/">United Nations’ Food and Agriculture Organization</a> is a leader in providing <a href="http://faostat.fao.org/">easily accessible, highly usable, and surprisingly current data</a>, but right now it is far ahead of the pack in terms of transparency in reporting. The <a href="http://www.usda.gov">USDA</a> released its <a href="http://www.usda.gov/open/Blog.nsf/dx/USDA_Open_Government_Plan.pdf/$file/USDA_Open_Government_Plan.pdf">Open Government Plan</a> in April and the possibilities the agency’s data presents for developers and entrepreneurs are many. However, there exists no single platform for coordinating the numerous strands of measurements, probabilities, risks, and fluctuations in real-time. We need to build toward a high level of integration and openness in data in order to truly be stewards of the land and sustainable producers and consumers of agricultural products. <br /><br />At a time when food is becoming a <a href="http://lafarmgirl.blogspot.com/2008/10/food-is-political-issue.html">political issue</a> instead of being discussed as the fundamental need that it is, we must access competing data and analysis to inform the investment, innovation, and policy behind food production and consumption. To transform data into metrics that empower decision-making across the food system, we need to get a broad spectrum of actors in the sector to communicate and collaborate. Let this essay serve as a call for a networked food system that harnesses and applies robust information through data generation, database architecture, open research and collaboration, and agile, relevant metrics, in pursuit of more efficient, more sustainable, more productive food and farming.Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com1tag:blogger.com,1999:blog-7475073115615017821.post-89688107232512977572010-06-28T11:16:00.000-07:002010-06-28T11:18:06.812-07:00What's in a Name? The Power to Shift the Food SystemI can’t help it. Food comes up in my conversations all the time. Whether I am at a conference for sustainable agriculture or at <a href="http://www.yelp.com/biz/pencil-factory-bar-brooklyn">my neighborhood watering hole</a>, the people I meet are paying attention to their food in a way that should perk the ears of anyone who produces, markets, distributes, sells, prepares, or buys food. These conversations should get your attention because they reflect a desire to reject a mainstay of the food industry – traditional <a href="http://www.fda.gov/food/labelingnutrition/default.htm">food labeling</a>, in favor of radical transparency. <br /><br />Recently, two articles have brought to light the risks and challenges of transparency in food systems. David Karp’s article in the <em>L.A. Times</em>, <a href="http://www.latimes.com/features/food/la-fo-anonymous-20100624,0,2184560.story">“Fruit Varietals: Identity Crisis in the Produce Aisle”</a>, describes how fruit varieties get mixed together for the simplicity of the supply chain and in order to prevent customer confusion. As Karp writes, for the produce industry, the value of veiling details about fresh produce is in efficient operations and subdued consumers. <br /><br />The produce industry is not alone in favoring streamlined over customized operations. When I was working with a big commodity merchant last summer, there was significant concern that if textile customers knew the origin of a particular kind of cotton, they would begin to have sharpened tastes and, if they liked a specific region’s cotton one season, might demand it to the exclusion of other varieties or geographies next season. This picky customer would create chaos in global trading relationships and pricing because, if next year cotton from a different region is superior but the customer wants what he got last year, demand favors an inferior product. <br /><br />Karp suggests that grocers are worried about the “educated customer” problem too. What a risk it would be if I got Pink Lady apples last month, loved them, and demanded my grocer get them again this month, even though they are expensive and out of season! I daresay, with the right information provided to them in the right format, people are smart enough to figure out that the best produce today might not be the best next week or next year. We’re already trained to think this way with some foods. Who buys pomegranates in the summer months, or corn on the cob in January? We get it. Tell us what is good now, and let us figure out what we want for ourselves. Karp rightly states that doing so would allow “good products [to] be rewarded with increased demand and higher prices, and inferior ones [to] fall by the wayside.”<br /><br />Meanwhile, the <em>New York Times</em> article <a href="http://www.nytimes.com/2010/06/26/business/26salmon.html?scp=2&sq=salmon&st=cse">“Genetically Altered Salmon Set to Move Closer to Your Table”</a> describes how a genetically modified fish could get approved by the <a href="http://www.fda.gov/">FDA</a> and show up unidentified in grocery store freezers next to, shall we say, authentic salmon. My first reaction is, “Label it!” (To clarify, in general, I think static labeling is insufficient, but here we are talking about whether or not to even distinguish “real” from “altered”). <br /><br />If consumers are given enough information to determine what’s what, who cares whether the FDA decides to let this fish go to market? They will do their best to conclude whether these highly efficient protein producers are safe, but they cannot possibly be expected to anticipate the long-term effects of a genetically modified fish. If consumers have at their fingertips sufficient information to understand the choices they make with their food dollars, then collective intelligence and preference will decide whether to keep <a href="http://www.aquabounty.com">AquaBounty</a>’s product on store shelves. <br /><br />If a stable food system is one in which farmers produce what consumers want, consumers know what they’re getting, and consumers’ decisions influence farmers’ production plans, then full disclosure seems necessary. What would it take to get there? It will take more than the <a href="http://www.usda.gov/wps/portal/usda/knowyourfarmer?navid=KNOWYOURFARMER">“Know Your Farmer, Know Your Food”</a> campaign, the USDA’s well-intentioned effort to connect Americans to the farm, because we need to rely on real-time data. But data takes time, and time is money. As Karp reports, farmers do not have the incentive or are too fatigued to sort fruit by varietal, much less track field-level statistics.<br /><br />It’s understandable that farmers are tired – if they sell their products directly, they are not only farmers but also marketers, distributors, and, increasingly, social media strategists. Technology is evolving that can help. Products like <a href="http://www.stickybits.com/">Stickybits</a> connect digital content with a physical product, allowing food manufacturers, marketers, and farmers to tell a more complex story than nutritional values and ingredient lists can. Similarly, <a href="http://twitter.com/missginsu">Leitha Matz</a> of <a href="http://www.freshdirect.com">FreshDirect</a> sees online food retail as a way to provide greater depth of information than is available on a sign inside a grocery store. She sees personalized, transparent information through the website as a key factor in FreshDirect’s commitment to supporting both farmers and customers.<br /> <br />The question of how we identify our agricultural products comes down to whether we believe that such products are differentiated. For decades, even specialty crops have been lumped together in name, price, and path to market. However, as food sustainability and transparency efforts make headway, we’re starting to realize that nothing that the earth produces is undifferentiated. Each peach has its own flavor. Each tree has particular nutrient needs. Each acre gets its own sunlight and irrigation. Each farmer has her own practices and philosophy of farming. And each hungry person has a unique combination of flavor palette, health profile, and willingness to pay. How can we possibly consider agricultural production to be a commodity?<br /><br />Traceability and transparency are essential to healthy food systems because without them, consumers have little say in the food they choose to buy, except through niche certifications like organic (which I find more and more of my peers distrust). If we could see, at the moment of our purchase decisions, the system that we empower to feed us, then our dollars could begin to align with our nutritional, environmental, social, and cultural desires. Until then, I grudgingly trust food supply chains that are not merely veiled but curtained. <br /><br />Right now, the only people with the drawstring on this picture are big food retailers that can demand their suppliers give them rigorous information so that they, in turn, can provide it to customers, and farms that see the economic value and vast marketing potential of offering deeper transparency through technology. In an era when consumers increasingly want information about pesticide use, fertilizer type, irrigation level, soil pH, nutritional value, long-term economic costs, and social tradeoffs in their food, I’m putting my money on the farmers.<br /><br />Some see radical transparency as a costly burden (which, if done with paper and pen, physical labels, and manual sorting, it is), but I firmly believe that with the information infrastructure that exists today radical transparency is not only possible but necessary. Yes, I think that the companies that refuse to throw the curtain back on food products are in for a big surprise, as the companies that embrace the data, consumer insight, and brand evolution that comes with full disclosure thrive. Why? Because those companies will be in constant communication with everyone they touch, from their farmers to their customers. To my way of thinking, that describes an engaged, responsive, and agile company that will survive the 21st century.<br /><br /><em><br />This piece is cross-posted at <a href="http://zocalofood.wordpress.com">Zocalo</a> and <a href="http://www.huffingtonpost.com/elizabeth-mcvay-greene/whats-in-a-name-the-power_b_627289.html">The Huffington Post</a>.</em>Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com0tag:blogger.com,1999:blog-7475073115615017821.post-39468955008110779472010-06-21T09:31:00.000-07:002010-06-22T21:19:02.745-07:00Food and Technology: Learning from our past and defining our future<meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 12"><meta name="Originator" content="Microsoft Word 12"><link rel="File-List" href="file:///C:%5CDOCUME%7E1%5CELIZAB%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_filelist.xml"><link rel="themeData" 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table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--><span style="line-height: 115%;font-family:";font-size:11pt;" > is packed with foodies and techies, researchers and entrepreneurs, filmmakers and activists.<span style=""> </span>The group has converged for “Five on Food #2”, the monthly event from Meetup.com’s <a href="http://www.meetup.com/food-tech">food+tech group</a>. <span style=""> </span>We are there because we believe that technology can disrupt habitual behavior, points of reference, and mindsets, and that just such a disruption is needed if we are going to achieve sustainability in food and agriculture.
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mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--><span style="line-height: 115%;font-family:";font-size:11pt;" >Will Turnage takes the stage to talk about what the combination of food and technology means to him, and how he weaves the two fields together in his daily life, the group nods when he talks about being a developer, and cheers when he announces that he keeps bees.<span style=""> </span>Turnage’s combination of technical expertise, passion for food, and commitment to combining the two in ways that are good for people and the environment, is a common theme among members.<span style=""> </span>However, Turnage, who helped to develop the <a href="http://blog.ruhlman.com/ratio-app">Ratio application</a> that accompanies <a href="http://ruhlman.com/">Michael Ruhlman</a>’s <a href="http://www.amazon.com/exec/obidos/ASIN/1416566112/ref=nosim/ruhlmancom">book by the same name</a>, suggests that the point of technology is to reacquaint us with the instinct and intuition we have lost. He wants to give people the tools they need to get comfortable in the kitchen again.
<br /><a href="http://twitter.com/PeoplesGarden">
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mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--><span style="line-height: 115%;font-family:";font-size:11pt;" >also reminds us that we are not new here. <span style=""> </span>On stage, he produces a photocopy of a 1917 city pamphlet promoting school gardens.<span style=""> </span>Ironic, he says, given how he has had to hit the street to get people to sign his petition to ask Mayor Bloomberg to put a garden in front of City Hall.<span style=""> </span>Simon says he likes making the face-to-face connection with potential supporters first, having them sign, and then following up with an e-mail (in other words, technology enhances the connection but does not establish it).<span style=""> </span>So far, 5,000 people have signed; he wants 8 million signatures.<span style=""> </span>“That’s how many it would take for it to be unanimous,” he says. Simon reminds us that where we are trying to go might not be so far from where we, or at least our ancestors, have been before.</span> <p class="MsoNoSpacing"><o:p>
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mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--><span style="line-height: 115%;font-family:";font-size:11pt;" >with symbols printed on bright orange paper.<span style=""> </span>These symbols, she says, are the iconography that helps connect communities around the world to sustainability resources.<span style=""> </span>The open mapping project, which she has led since the early ‘90s (it started on paper, she reminds me), allows cities, organizations, and individuals to create their own maps, which Brawer believes are the missing link in delineating and communicating the issues around food sustainability.<span style=""> </span>She has gotten us a long way toward visualizing the activities, concepts, and needs that shape our local, regional, and global perspective on food systems.
<br />
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mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--><span style="line-height: 115%;font-family:";font-size:11pt;" >Senior Content Manager at <a href="http://www.freshdirect.com/">Fresh Direct</a>, is another presenter this evening who is keen to offer a new level of transparency into food.<span style=""> </span>She reminds the group that food and technology can sometimes be used to describe mega food corporations.<span style=""> </span>However, this group interprets the combination much differently.<span style=""> </span>For us, “food+tech” describes the potential that innovative technology, from iPhone applications and social networks, to GPS and e-commerce, has to restore a healthful, regenerative food system.
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mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.WordSection1 {page:WordSection1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--><span style="line-height: 115%;font-family:";font-size:11pt;" >At Fresh Direct, Matz has been part of the effort to double the amount of local produce that the online grocer offers.<span style=""> </span>In her view, online grocery has an opportunity for transparency that traditional retail lacks: it’s hard to put on the shelf the integrated pest management and other sustainable farming practices of farms like <a href="http://www.redjacketorchards.com/">Red Jacket Orchards</a>, but it is possible to tell a more complex story with digital content.<span style=""> </span>Matz reminds us that this is a “wonderful moment” for consumer information.<span style=""> </span>Though this is nowhere near a sales pitch, Matz’s talk suggests that radical transparency in food is possible.
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mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.WordSection1 {page:WordSection1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--><span style="line-height: 115%;font-family:";font-size:11pt;" >Stephanie Beack is a farmer’s daughter.<span style=""> </span>With a business degree and a professional background in tech, she says, “I firmly believe in the way technology can change lives.”<span style=""> </span>For Beack, the transformation of food happens in the kitchen.<span style=""> </span>Her site, <a href="http://www.scrumptiousstreet.com/">Scrumptious Street</a>, started two years ago because for her, getting healthy, sustainable food into the home is a way to change mindsets about how we eat.<span style=""> </span>Beack suggests, as she closes her talk, that technology enables food.
<br />
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mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} .MsoPapDefault {mso-style-type:export-only; margin-bottom:10.0pt; line-height:115%;} @page WordSection1 {size:8.5in 11.0in; margin:1.0in 1.0in 1.0in 1.0in; mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.WordSection1 {page:WordSection1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--><span style="line-height: 115%;font-family:";font-size:11pt;" >doesn’t food enable technology as well? <span style=""> </span>If not for a stable and healthful food supply, we would not have the wherewithal to pursue the technological innovation that improves connectivity among people and throughout ecosystems.<span style=""> </span>The essential nature of food makes it our most urgent challenge to resolve.<span style=""> </span>As I step into the crowd after the presentations, I have great confidence that the creativity, enthusiasm, and commitment of the people in this room will, through unique applications of technology, change how we understand the future of food.
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mso-default-props:yes; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} .MsoPapDefault {mso-style-type:export-only; margin-bottom:10.0pt; line-height:115%;} @page Section1 {size:8.5in 11.0in; margin:1.0in 1.0in 1.0in 1.0in; mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.Section1 {page:Section1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--> <p class="MsoNoSpacing">New York City is one of many cities around the country that is placing a renewed emphasis on food access.<span style=""> </span><a href="http://council.nyc.gov/d3/html/members/home.shtml">City Council Speaker Christine Quinn</a> has launched the <a href="http://www.nytimes.com/2009/12/07/nyregion/07food.html">FoodWorks</a> initiative to address production and distribution, while <a href="http://www.mbpo.org/index.asp">Manhattan Borough President Scott Stringer</a> has announced <a href="http://www.mbpo.org/release_details.asp?id=1496">FoodNYC</a> to reform food policies in the City.<span style=""> </span>Both of them showed up on Saturday for the <a href="http://bronxboropres.nyc.gov/bronxfood.html">Bronx Food Summit</a>, an event organized by <a href="http://bronxboropres.nyc.gov/">Borough President Ruben Diaz Jr.</a>, who of all the political leaders there probably has the most at stake in bringing healthy food into this city: his constituents live in a neighborhood that is both the <a href="http://www.huntspointcoopmkt.com/">nexus of New York City’s produce markets</a> and home to a population suffering the consequences of limited access to that very produce.</p> <p class="MsoNoSpacing">
<br /><o:p></o:p></p> <p class="MsoNoSpacing">The beautifully diverse group – kids from the neighborhood coming in with their skateboards, urban farmer and activist <a href="http://www.justfood.org/about-us/just-food-board">Karen Washington</a>, Chris Grace of <a href="http://www.agmkt.state.ny.us/">New York State Department of Ag & Markets</a>, among a few hundred others – gathered for the Summit at <a href="http://www.hostos.cuny.edu/">Hostos Community College</a>.<span style=""> </span>The event gave voice to the anger and hope, frustration and deliberation, need and intention that surrounds the question of food in the City’s poorest borough.<span style=""> </span>In her opening remarks, <a href="http://www.majoracartergroup.com/">Majora Carter</a> described her hope for high-yield urban agriculture, which she intends to support through her newly launched American City Farms program.<span style=""> </span>Her vision is to make starting urban farm models as simple as opening a fast food franchise, but with wildly different health outcomes.<span style=""> </span>She calls such efforts “monuments to hope and possibility” for this neighborhood.</p> <p class="MsoNoSpacing"><o:p>
<br /></o:p></p><p class="MsoNoSpacing"><o:p> </o:p></p> <p class="MsoNoSpacing">What’s gone wrong in the Bronx to make a conference about food access necessary?<span style=""> </span>The easiest answer is decades of disinvestment in a low-income neighborhood by traditional investors that has made the neighborhood unappealing to large grocers, but that misses the point.<span style=""> </span>There are two more significant things happening: availability of financing and poverty itself.<span style=""> </span></p> <p class="MsoNoSpacing"><o:p>
<br /></o:p></p><p class="MsoNoSpacing"><o:p> </o:p></p> <p class="MsoNoSpacing">When there is a need but no one to fill it, entrepreneurs tend to step up to the opportunity.<span style=""> </span>However, because in the South Bronx access to capital is limited (as Judi Kende of the <a href="http://www.liifund.org/index.html">Low Income Investment Fund </a>pointed out, even a non-profit lender has trouble approving a loan to a first-time business owner with little in the way of a borrowing track record) it’s difficult to fund even a fruit cart or small food retail space.<span style=""> </span>Furthermore, the structure of poverty reinforces demand for the least expensive, highest calorie foods.<span style=""> </span>What you do with the last three dollars you have <i style="">today</i> when you are hungry <i style="">now</i> contributes to perceived demand for cheap, easy food.<span style=""> </span>The response to this demand is, of course, more fast food than fresh.<span style=""> </span></p> <p class="MsoNoSpacing"><o:p>
<br /></o:p></p><p class="MsoNoSpacing"><o:p> </o:p></p> <p class="MsoNoSpacing">There are alternatives like the <a href="http://sbxfc.org/">South Bronx Food Coop</a> and some grocery stores (though residents claim the chains in their neighborhood have far inferior produce to their neighboring stores in Westchester and Riverdale).<span style=""> </span>New York City has initiated the <a href="http://www.nyc.gov/html/misc/html/2009/fresh.shtml">FRESH</a> program, which provides grocery stores incentives to establish and expand their presence in underserved areas.<span style=""> </span>Yet residents are stunned that even a company like <a href="http://www.freshdirect.com/">FreshDirect</a> would deliver to zip codes that require their trucks to drive through the South Bronx, but do not bother to take orders for delivery there. <span style=""> </span></p> <p class="MsoNoSpacing"><o:p>
<br /></o:p></p><p class="MsoNoSpacing"><o:p> </o:p></p> <p class="MsoNoSpacing">As one woman, who lives in the neighborhood and shops at the Coop, exclaimed, “We have to hustle to make sure we have access to good food… We have to depend on <i style="">us</i>.”<span style=""> </span>For some in the neighborhood, the hustle involves shopping once a month at a grocery store in Manhattan, paying for a taxi or schlepping a heavy load all the way home, and supplementing their stock with intermittent stops at the corner store.<span style=""> </span>For others, it means making due with low-quality fresh food.<span style=""> </span>And for others, it means foregoing healthy options almost entirely.<span style=""> </span>Perhaps what motivates the Bronx to hold this Summit is knowing no one is going to fix this for them.<span style=""> </span><span style=""> </span></p> <p class="MsoNoSpacing"><o:p>
<br /></o:p></p><p class="MsoNoSpacing"><o:p> </o:p></p> <p class="MsoNoSpacing">The question of what to do about food access in the South Bronx comes down to how you move a market.<span style=""> </span>Is it demand-driven, policy-driven, or supply-driven, or does it require some combination of all three?<span style=""> </span>From the energy and commitment I witnessed on Saturday, I expect demand isn’t enough or we wouldn’t have had anything to talk about – these people want better food badly.<span style=""> </span>I also don’t believe policy is enough; we’re talking about changing entrenched processes, decision-making mechanisms, and incentives both among human beings that want food and within companies that could supply it, and unless there is an accompanying emotional, physical, or economic under-pinning, food choices are unlikely to change.<span style=""> </span></p> <p class="MsoNoSpacing"><o:p>
<br /></o:p></p><p class="MsoNoSpacing"><o:p> </o:p></p> <p class="MsoNoSpacing">I believe we need to rethink the paradigm of how we get food into dense urban areas.<span style=""> </span>Perhaps instead of relying on thousands of square feet, millions of investment dollars, and countless hours to make the change happen, we should start thinking about using the organizing capacity, information systems, and distribution tools we have today to get creative with how we move healthy, affordable food into the areas of our cities that need it most.
<br /></p><p class="MsoNoSpacing">
<br /></p><p class="MsoNoSpacing"><span style="font-style: italic;">Correction: The original version of this post inaccurately suggested that Majora Carter is still an active leader of Sustainable South Bronx, an organization she founded in 2001. </span>
<br /><span style=""> </span><span style=""> </span><span style=""> </span><span style=""> </span><span style=""> </span></p> Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com0tag:blogger.com,1999:blog-7475073115615017821.post-17403118316838414672010-04-27T15:05:00.000-07:002010-04-27T17:40:31.065-07:00An Ode to Farming Isn't Enough: We Need a Reality Check<a href="http://www.foreignpolicy.com/">Foreign Policy</a> has compiled stunning photographs in its <a href="http://www.foreignpolicy.com/articles/2010/04/26/an_ode_to_farming">An Ode to Farming</a>, and what a beautiful tribute to farms and farmers around the world it is. I wish I could say that what you see is what you get. Much though I would like to ponder the lovely landscapes, these photos tell an incomplete story. They capture the rich diversity of human beings, ecosystems, climates, and crops that contribute to our agricultural reality, but in conveying the bounty that is one part of that reality, they fail to acknowledge the environmental effects of the decisions those farmers are making, the nutritional impact their crops have, the poverty in which many of them live.<br /><a href="http://www.foreignpolicy.com/"><br />The publication</a> fills in the picture a bit with <a href="http://www.foreignpolicy.com/articles/2010/04/26/attention_whole_foods_shoppers?page=0,0">this article about the absurdity of taking a die-hard stance on organic and local food</a>. In the article, <a href="http://belfercenter.ksg.harvard.edu/experts/934/robert_paarlberg.html">Robert Paarlberg</a> argues that without new technology (biological and otherwise), Africa and South Asia will continue to suffer from low yields and a hungry population. Furthermore, he criticizes the critics of the Green Revolution, suggesting that their well-intentioned, conscientious decisions about food (sustainable, local, organic, what have you) may have unintended consequences (surprise!). Most compelling is his description of how technology is allowing farmers in developed countries to pursue precision agriculture, thereby reducing inputs like fertilizer and pesticide. <br /><br />I appreciate the conversation about the Green Revolution because Paarlberg offers a nice explanation of where it went right without diminishing the importance of rectifying where it went wrong. As the granddaughter of <a href="http://books.google.com/books?id=p1WjYOltEOoC&pg=PA371&lpg=PA371&dq=pete+mcvay&source=bl&ots=v_4SDsxE3L&sig=uKfJufDo7G-I100Gu0fGxZOMtvM&hl=en&ei=f27XS46hMIKclgeZ-YyBBA&sa=X&oi=book_result&ct=result&resnum=8&ved=0CCQQ6AEwBw#v=onepage&q=pete%20mcvay&f=false">Pete McVay</a>, a former President of <a href="http://www.cargill.com/">Cargill</a>, I have long held an appreciation for the innovation and commitment that a generation of people who grew up during the Depression brought to the world's food, and do not believe that anyone who was part of pushing large-scale production in the mid-20th century had a malicious motive. Quite the contrary: they meant for everyone to be well nourished, much as my peers and I do. So, why haven't we been able to achieve nutrition for all? <br /><br />We possess the technology, the sensitivity of implementation, and the capacity to see nuance that we need to solve global food challenges. We are at an inflection point in how we think about and consume food, and dwelling on either extreme - all-out industrial or exclusively organic production - is probably a mistake. The more compelling approach, and one that is gaining ground on both sides of the spectrum, integrates practices and philosophies from a range of farming styles. <br /><br />Let me offer a personal example. Last Monday, I had the privilege of visiting what some would call industrial spinach fields in King City, California, while on an agriculture trek with classmates at <a href="http://sloan.mit.edu/">MIT Sloan</a>. As we stood in the fields, I was surprised to hear that the farmer does not use herbicide; instead of using chemicals, he has workers weed the fields (don't worry, the labor is legal and unionized, and I have proof that a taco truck shows up to serve them lunch and they have ready access to biffies). He also uses <a href="http://www.epa.gov/opp00001/factsheets/ipm.htm">integrated pest management</a> to control disease in his fields, which both lowers his costs of production (fewer tractor passes through the field saves on fuel costs and emissions) and reduces the need for synthetic chemical use on the crop. In the next field, the farmer uses <a href="http://en.wikipedia.org/wiki/Drip_irrigation">drip irrigation</a> to save on water use and <a href="http://en.wikipedia.org/wiki/Fertigation">fertigation</a> to target nutrients where they're needed in the soil, and avoid runoff of excess nutrients. This farmer is growing conscientiously and cost-effectively while also getting a superior yield to the organic fields across the road. <br /><br />Across the country on a Brooklyn rooftop, <a href="http://www.nydailynews.com/ny_local/brooklyn/2009/06/30/2009-06-30_rooftop_garden_in_greenpoints_the_stalk_of_the_town.html">Ben Flanner</a> works a different landscape but takes an approach recently dubbed "beyond organic". Growers are using this term to convey their commitment to the environmental stewardship traditionally associated with organic production, but to demonstrate that they do not need a bureaucratic sign-off on their practices in order to find an eager market or grow a good crop. Furthermore, their practices, which tend to incorporate the best of the organic mindset with the best of low-impact non-organic production, tend to achieve strong yields, quality food, cost effectiveness, and a modest environmental footprint. <br /><br />Could it be that the urban farm down the street from me and the spinach fields in the <a href="http://en.wikipedia.org/wiki/Salinas_Valley">salad bowl of the US</a> could be migrating toward a shared vision for the future of agriculture? I'm not saying these farmers agree on everything, nor would I want them to. Diversity in how, where, and what we produce is critical to a healthy food system. I'm just saying that there may be some common ground after all. Innovations in fertilizer production, irrigation systems, and precision machinery will help move us toward a sustainable food future, but our true transformation will come from farmers like these taking risks to find new and better ways of producing food.Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com0tag:blogger.com,1999:blog-7475073115615017821.post-87809491307159576832010-04-11T09:34:00.000-07:002010-04-11T09:43:04.951-07:00Food Readings This Week - April 11, 2010<meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 12"><meta name="Originator" content="Microsoft Word 12"><link rel="File-List" href="file:///C:%5CDOCUME%7E1%5CELIZAB%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_filelist.xml"><link rel="themeData" href="file:///C:%5CDOCUME%7E1%5CELIZAB%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_themedata.thmx"><link 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mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--> <p class="MsoNoSpacing">This week, it’s been all about labor and chemicals. <span style=""> </span>Vanden Heuvel AND Foner call out the plight of the farmworker (reminding me that the human element should never, ever be left out of food), and the Castros make news as Cuba figures out how to update its agricultural sector, which is even more old-fashioned than the rest of the world’s.<span style=""> </span>We’re also worried that chemicals kill and we use a lot of them to produce food.<span style=""> </span>The articles may be depressing, but I’m glad to see the messages getting out.<span style=""> </span>The challenge is to find the transformative solutions, which a few of the postings start to do.</p><p class="MsoNoSpacing">
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mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--><span style="font-size: 11pt; line-height: 115%; font-family: "Calibri","sans-serif";"><a href="http://www.thenation.com/blogs/edcut/546269/modern_slavery">“Modern Slavery”</a> – Katrina Vanden Heuvel, The Nation Blog, March 28, 2010</span></p><p class="MsoNoSpacing"><a href="http://www.economist.com/world/americas/displaystory.cfm?story_id=15769891">
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mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.Section1 {page:Section1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--><span style="font-size: 11pt; line-height: 115%; font-family: "Calibri","sans-serif";"><a href="http://www.triplepundit.com/2010/03/commodity-tomato-migrant-farmer/">"When Commodities Traders See Tomato Pickers in Action”</a> – Vera Chang, <a href="http://www.triplepundit.com/">www.triplepundit.com</a>, March 22, 2010</span></p><p class="MsoNoSpacing"><a href="http://www.washingtonpost.com/wp-dyn/content/article/2010/04/06/AR2010040600311.html">
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mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} .MsoPapDefault {mso-style-type:export-only; margin-bottom:10.0pt; line-height:115%;} @page Section1 {size:8.5in 11.0in; margin:1.0in 1.0in 1.0in 1.0in; mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.Section1 {page:Section1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--><span style="font-size: 11pt; line-height: 115%; font-family: "Calibri","sans-serif";"><a href="http://www.bizjournals.com/twincities/stories/2010/04/05/daily16.html?s=industry&i=agriculture">“North Dakota Natural Beef and North American Bison Cooperative recall 25,000 pounds of beef heads over mad cow disease concerns”</a> – Jim Hammerand, Minneapolis/St. Paul Business Journal, April 6, 2010
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mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--><span style="font-size: 11pt; line-height: 115%; font-family: "Calibri","sans-serif";"><a href="http://www.courant.com/features/hc-food-shared-harvest-0408.artapr08,0,997058.story">“Farmers, Consumers Take Advantage of Online Farmers Market”</a> – Kate Roy, Hartford Courant, April 8, 2010
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mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.Section1 {page:Section1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--><span style="font-size: 11pt; line-height: 115%; font-family: "Calibri","sans-serif";"><a href="http://www.commondreams.org/view/2010/04/10-5">“Is This Factory Farming’s Tobacco Moment?”</a> – Will Allen and Ronnie Cummins, <a href="http://www.commondreams.org/">www.commondreams.org</a>, April 10, 2010 – This call to arms is lengthy, but I particularly like this part: “Instead of asking: Why does organic food cost more than ‘conventional’ food? We should be asking: How cheap would poisoned (‘conventional’) food have to be to be a good deal?” </span></p> Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com0tag:blogger.com,1999:blog-7475073115615017821.post-28982343864683958792010-04-06T20:45:00.000-07:002010-04-06T21:04:17.388-07:00The Search for Food Begins<meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 12"><meta name="Originator" content="Microsoft Word 12"><link rel="File-List" href="file:///C:%5CDOCUME%7E1%5CELIZAB%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_filelist.xml"><link rel="themeData" href="file:///C:%5CDOCUME%7E1%5CELIZAB%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_themedata.thmx"><link rel="colorSchemeMapping" href="file:///C:%5CDOCUME%7E1%5CELIZAB%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_colorschememapping.xml"><!--[if gte mso 9]><xml> 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<style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--><span style="font-size: 11pt; line-height: 115%; font-family: "Calibri","sans-serif";">Call me crazy.<span style=""> </span>After reading “<a href="http://www.huffingtonpost.com/david-kirby/the-nutritional-superiori_b_517707.html">The Nutritional Superiority of Pasture Raised Animals</a>” 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1.0in; mso-header-margin:.5in; mso-footer-margin:.5in; mso-paper-source:0;} div.Section1 {page:Section1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--><span style="font-size: 11pt; line-height: 115%; font-family: "Calibri","sans-serif";">a guide to finding farms that are doing grass-fed beef.<span style=""> </span>But I can’t buy anything on the site.
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mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--><span style="font-size: 11pt; line-height: 115%; font-family: "Calibri","sans-serif";">Where I can buy it is at…Amazon!<span style=""> </span>Let me clarify: I can buy three supposedly grass-fed sirloin steaks by Tropical Traditions for $92.50.<span style=""> </span>Usually I buy a pound or so of beef at a time, and I try to spend under $20.<span style=""> </span>Amazon’s results don’t quite cut it for me.<span style=""> </span>Furthermore, Amazon’s commentary on the product just confuses me.<span style=""> </span>Why would a company called Tropical Traditions sell me meat that was “Raised on Family Farms in Wisconsin”?<span style=""> </span>If they know that much, why can’t they tell me who the farmer is?<span style=""> </span>And how could I ever verify whether my meat was, indeed, 100% grass-fed?<span style=""> </span>The USDA defines “grass-fed” but does not regulate the term’s use on <a href="http://indianalivinggreen.com/family-a-education/food-labels-what-do-they-really-mean">labels</a>. So there. I'm skeptical.
<br />
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mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--><span style="font-size: 11pt; line-height: 115%; font-family: "Calibri","sans-serif";">a meat and seafood page, but when I search for “grass-fed” I get only one option that isn’t jerky.<span style=""> </span>That said, I like that the site tells me that this meat was raised by <a href="http://www.popsgrassfedbeef.com/">Pops Grass Fed Beef</a>, though I had to do another Google search to find out about Pop and his cattle.
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<br />A CSA, you say?<span style=""> </span>Thought about it, but it’s too much up-front investment for a girl living on student loans, and I’m on the move too much to manage weekly food boxes.<span style=""> </span>Let’s put it this way: I’m amazed at how few options I have to find a specific product that I know I want, and how many steps it takes to identify sources for grass-fed products, learn more about them than what I could see in the grocery store aisle, and make a purchase. </span><span style=""></span><span style=""> </span><span style="">
<br /></span><p class="MsoNoSpacing">
<br /><span style=""></span></p><p class="MsoNoSpacing"><span style=""><span style="font-style: italic;">P.S. 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McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com2tag:blogger.com,1999:blog-7475073115615017821.post-91090525915573977312010-03-31T15:19:00.000-07:002010-03-31T15:23:16.739-07:00Food Readings This Week - March 31, 2010From fair competition and market power, to finding out what’s really in our food, here’s what I read this week. The resounding message I hear is that this is an industry in flux. That makes it exciting as an entrepreneur but a bit unsettling as an eater. <br /><br /><a href="http://www.businessweek.com/news/2010-03-12/u-s-to-enforce-antitrust-in-farming-holder-says-update1-.html">“US to Enforce Antitrust in Farming, Holder Says”</a> – Jack Kaskey, Bloomberg, March 12, 2010 <br /><br /><a href="http://featuresblogs.chicagotribune.com/features_julieshealthclub/2010/03/is-organic-better-making-sense-of-organic-choices.html">“Is Organic Better? Making Sense of Organic Choices”</a> – Julie Deardorff, Chicago Tribune, March 23, 2010<br /><br /><a href="http://www.sfgate.com/cgi-bin/blogs/opinionshop/detail?blogid=42&entry_id=59786">“Open Forum: Invest in the next generation of farmers”</a> – Rebecca King, San Francisco Chronicle, March 23, 2010<br /><br /><a href="http://www.huffingtonpost.com/david-kirby/the-nutritional-superiori_b_517707.html">“The Nutritional Superiority of Pasture Raised Animals”</a> – Daivd Kirby, Huffington Post, March 29, 2010<br /><br /><a href="http://www.environmentalleader.com/2010/03/29/cargill-adds-second-dairy-farm-methane-to-power-digester/">“Cargill Adds Second Dairy Farm Methane-to-Power Digester"</a> – Environmental Leader, March 29, 2010 <br /><br /><a href="http://www.washingtonpost.com/wp-dyn/content/article/2010/03/29/AR2010032903824.html">“FDA Pressured to Combat Rising ‘Food Fraud’”</a> – Lyndsey Layton, Washington Post, March 30, 2010Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com0tag:blogger.com,1999:blog-7475073115615017821.post-68699118805556854012010-03-16T10:56:00.000-07:002010-03-16T11:32:08.366-07:00Starting the E-Food Revolution: Dispatches from SXSW Interactive<meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 12"><meta name="Originator" content="Microsoft Word 12"><link rel="File-List" href="file:///C:%5CDOCUME%7E1%5CELIZAB%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_filelist.xml"><link rel="themeData" href="file:///C:%5CDOCUME%7E1%5CELIZAB%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_themedata.thmx"><link rel="colorSchemeMapping" href="file:///C:%5CDOCUME%7E1%5CELIZAB%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_colorschememapping.xml"><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:trackmoves/> <w:trackformatting/> 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mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--> <p class="MsoNoSpacing">On Saturday, at the <a href="http://www.sxsw.com/interactive/">SXSW Interactive</a> conference in Austin, a group of about 70 people gathered for <a href="http://my.sxsw.com/events/event/488">“E-Food Revolution: Interactive Tools to Feed the World”</a>.<span style=""> </span>There were writers and activists, entrepreneurs and representatives of large companies in the group.<span style=""> </span>It was great to see <a href="http://theartofeatingin.com/">Cathy Erway of <i style="">The Art of Eating In</i></a>, as well as <a href="http://www.huffingtonpost.com/leslie-hatfield">Leslie Hatfield</a> and her group from <a href="http://www.gracelinks.org/">GRACE Foundation </a>who have already done a lot to bring <a href="http://www.eatwellguide.org/">food closer to the web</a>.<span style=""> </span>We had people from the <a href="http://www.agr.state.tx.us/">Texas Department of Agriculture</a>, <a href="http://www.nationalgeographic.com/">National Geographic</a>, and <a href="http://feedingamerica.org/">Feeding America</a>.<span style=""> </span>What a diverse and thoughtful group.<span style=""> </span></p> <p class="MsoNoSpacing"><o:p>
<br /></o:p></p><p class="MsoNoSpacing"><o:p> </o:p></p> <p class="MsoNoSpacing">The initial discussion revolved around why food was even something we should consider at a conference about social media, entrepreneurship, and design.<span style=""> </span>Concerns about hunger, food waste, and availability of healthy, fresh food were quick to hit the list of reasons. <span style=""> </span>The need for education about where food comes from and what it takes to grow it, data regarding the source and practice behind our food, and the return of food to the home were also on people’s minds.<span style=""> </span>The urgency of shifting a huge, entrenched system and the potential for interactive technologies to facilitate that shift illustrated the tie between the oh-so-21<sup>st</sup>-century technology that we were immersed in all weekend and the terribly outdated food system we rely on every single day.<span style=""> </span><span style=""> </span></p> <p class="MsoNoSpacing"><o:p>
<br /></o:p></p><p class="MsoNoSpacing"><o:p> </o:p></p> <p class="MsoNoSpacing">Why are these issues difficult to solve?<span style=""> </span>The group touched on the relatively limited supply of low-impact food compared to highly processed products, the political barriers to making significant changes in crop diversity, the dependence of food production on oil (and whether peak oil also means peak food), questions about how widely sought after healthier options really are, and how necessary it is to reinstate the kitchen as the centrifugal force for a healthy lifestyle.<span style=""> </span>
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<br /></p><p class="MsoNoSpacing">We also touched on the difficulty of defining the scope of this work.<span style=""> </span>Is it possible to have a conversation about “the food system”, as though there is only one? I was heartened when one of the participants responded to a call for more gardening by pointing out that, while that might be good for people in the developed world, African farmers have no interest in being subsistence farmers; they want their basic needs met so that they can seek more fruitful economic opportunity.<span style=""> </span>So, whose food are we really talking about – ours or everyone’s? </p> <p class="MsoNoSpacing"><o:p>
<br /></o:p></p><p class="MsoNoSpacing"><o:p> </o:p></p> <p class="MsoNoSpacing">As the talk continued, we introduced a number of companies that are active in applying new technology to food systems.<span style=""> </span>I presented <a href="http://www.sureharvest.com/">SureHarvest</a>, <a href="http://www.ibm.com/smarterplanet/">IBM</a>, <a href="http://www.earthster.org/">Earthster</a>, and <a href="http://www.mit.edu/">MIT</a>-led <a href="http://nextlab.mit.edu/">NextLab</a> and <a href="http://www.sourcemap.org/">Sourcemap</a>, and initiatives like <a href="http://www.foodgeeks.com/">Foodgeeks</a> and <a href="http://www.greenling.com/">Greenling</a> all had representation in the room.<span style=""> </span>These groups are using everything from software development for farmers, to open source product and supply chain mapping, to online marketplaces for sustainable food, to creative approaches to land use, as ways of promoting healthier food and agricultural systems.<span style=""> </span>What I find most fascinating is that there is burgeoning activity in the food+tech field that, if it continues to grow and becomes increasingly coordinated, could have significant effects on bringing about positive changes in how we eat.<span style=""> </span>As <a href="http://www.eatwellguide.org/i.php?id=bios">Karen Correa</a> (with whom I am connected through both food and rock and roll) put it after the session, everyone’s just got to keep doing what they’re doing.<span style=""> </span></p> <p class="MsoNoSpacing"><o:p>
<br /></o:p></p><p class="MsoNoSpacing"><o:p> </o:p></p> <p class="MsoNoSpacing">One of the greatest affirmations of the discussion we had came on Sunday afternoon, when <a href="http://www.valcasey.com/">Valerie Casey</a> of the <a href="http://www.designersaccord.org/">Designers Accord</a> presented <a href="http://sxsw.com/node/4631">Designing a Movement: Integrating Sustainability Through Systems Thinking</a>.<span style=""> </span>She implored the audience of interactive designers and thinkers to turn their focus to the systems that are in need of change and revitalization, that human beings depend on, and that are bound to be in crisis if we continue to design around the symptoms rather than resolve the root causes of our problems.</p> <p class="MsoNoSpacing"><o:p>
<br /></o:p></p><p class="MsoNoSpacing"><o:p> </o:p></p> <p class="MsoNoSpacing">Is technology the answer?<span style=""> </span>Many in the group viewed technology as a vehicle for educating and empowering the movement.<span style=""> </span>One participant described technology as being able to bring a virtual conversation to the physical world.<span style=""> </span>I am intrigued by the possibility of merging the parts of the food system that are of the physical world – the ecosystems, the farmers, the soil and nutrients, with those of the digital world – the data that accompanies each decision, each crop, and each purchase.<span style=""> </span>How will it be done?<span style=""> </span>It’s hard to say, but the enthusiasm that this group of creative people has for reinvigorating how we eat could be transformative.</p> Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com2tag:blogger.com,1999:blog-7475073115615017821.post-51984002165450378452010-03-08T20:57:00.000-08:002010-03-08T21:29:43.402-08:00Kristof on Antibiotics<meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 12"><meta name="Originator" content="Microsoft Word 12"><link rel="File-List" href="file:///C:%5CDOCUME%7E1%5CELIZAB%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_filelist.xml"><link rel="themeData" href="file:///C:%5CDOCUME%7E1%5CELIZAB%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_themedata.thmx"><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:trackmoves/> <w:trackformatting/> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> 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mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-fareast-language:ZH-CN;} </style> <![endif]--> </p><p class="MsoNoSpacing">In his Op-Ed for yesterday’s <a href="http://www.nytimes.com/2010/03/07/opinion/07kristof.html?scp=3&sq=kristof&st=cse"><i style="">New York Times</i></a>, Nicholas Kristof wrote about the effect that antibiotics in mainstream agriculture have on human health.<span style=""> </span>He cites the case of Thomas M. Dukes, who is thought to have acquired E. coli from tainted meat, and raises the flag about the dire consequences of using excessive antibiotics in raising animals for consumption.<span style=""> </span>While I agree with Kristof wholeheartedly that we need to rein in our use of hormones and antibiotics in agricultural production, I believe a nuanced position is in order.</p> <p class="MsoNoSpacing"><o:p>
<br /></o:p></p><p class="MsoNoSpacing"><o:p> </o:p></p> <p class="MsoPlainText"><span style="font-size: 11pt; font-family: "Calibri","sans-serif";">Our decisions about the food we eat would be much simpler if we could easily find out the conditions under which hormones and antibiotics were used to raise our meat.<span style=""> </span>I have a really hard time accepting the argument for hormone use, but antibiotics might be a different matter.<span style=""> </span>Were the animals given excessive amounts in order to promote survival under compromised conditions, or in doses that kept them well when they got sick, even though they were living on pristine pasture?<o:p></o:p></span></p> <p class="MsoPlainText"><span style="font-size: 11pt; font-family: "Calibri","sans-serif";"><o:p>
<br /></o:p></span></p><p class="MsoPlainText"><span style="font-size: 11pt; font-family: "Calibri","sans-serif";"><o:p> </o:p></span></p> <p class="MsoPlainText"><span style="font-size: 11pt; font-family: "Calibri","sans-serif";">The problem is that it's hard to figure out where the threshold is between humane treatment of animals (if the cow is sick, do you let it die in the name of antibiotic-free meat, or medicate it?) and over-use in order to make more cheap meat.<span style=""> </span>When the 2009 MIT Sloan Agribusiness Trek visited <a href="http://www.globalbeefllc.com/MeetTheTeam.php">Missouri River Feeders </a>in North Dakota last year, our host described why he doesn't do organic meat: if a cow isn't well, he wants to be able to use the resources he has to make it better.<span style=""> </span>He wants to keep his costs as low as possible, so he makes a managerial decision about when to give an animal antibiotics (expensive stuff).<span style=""> </span>Some would say he is limiting the use of antibiotics in his herd by using a cost-benefit analysis.<o:p></o:p></span></p> <p class="MsoPlainText"><span style="font-size: 11pt; font-family: "Calibri","sans-serif";"><o:p> </o:p></span></p><p class="MsoPlainText"><span style="font-size: 11pt; font-family: "Calibri","sans-serif";"><o:p>
<br /></o:p></span></p> <span style="font-size: 11pt; line-height: 115%; font-family: "Calibri","sans-serif";">The other side of the argument is that because antibiotics can keep even sick cows alive, the supply of beef increases, driving down its price, and requiring feedlot managers and beef farmers to produce in greater volumes to make a profit.<span style=""> </span>The picture might look something like this (note that the + and – indicate whether the variable moves in the same or opposite direction as the preceding variable, and not whether it increases or decreases).</span><p></p><p class="MsoPlainText" style="font-family:times new roman;"><span style="font-size:100%;"><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjozQcwrJmOte4EXhKH37Nw3fC0-OOxnVzHWztU0xgxgg5Mak2g3EkPtLA23U9_djKhyrrtNvr4Zd6QrFoTFAQHztb1be3q6rSUa7eQJ8zBkd1eMKTmlUGZCWPxq4JyvGpBcRMFapWEdnqV/s1600-h/image002.jpg"><img style="cursor: pointer; width: 320px; height: 219px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjozQcwrJmOte4EXhKH37Nw3fC0-OOxnVzHWztU0xgxgg5Mak2g3EkPtLA23U9_djKhyrrtNvr4Zd6QrFoTFAQHztb1be3q6rSUa7eQJ8zBkd1eMKTmlUGZCWPxq4JyvGpBcRMFapWEdnqV/s320/image002.jpg" alt="" id="BLOGGER_PHOTO_ID_5446494346508506242" border="0" /></a></span></p><p face="times new roman" class="MsoPlainText"><span style="font-size:100%;">
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mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-fareast-language:ZH-CN;} </style> <![endif]--> <p class="MsoPlainText"><span style="font-size: 11pt; font-family: "Calibri","sans-serif";">In this depiction, when the use of antibiotics increases, animals are more likely to survive, which drives the farmer’s cost of production down, drives the price of meat down, and increases demand for meat.<span style=""> </span>The increase in demand increases the farmer’s incentive to produce meat, and all else equal, increases the number of animals in meat production, which will in turn (again, all else equal) require even more use of antibiotics.<span style=""> </span>In other words, by using antibiotics we may be perpetuating the market for inexpensive meat.<o:p></o:p></span></p> <p class="MsoPlainText"><span style="font-size: 11pt; font-family: "Calibri","sans-serif";"><o:p> </o:p></span></p><p class="MsoPlainText"><span style="font-size: 11pt; font-family: "Calibri","sans-serif";"><o:p>
<br /></o:p></span></p> <span style="font-size: 11pt; line-height: 115%; font-family: "Calibri","sans-serif";">This isn’t the full story, though.<span style=""> </span>As Kristof explains, the increased use of antibiotics is having a measurable effect on human health, creating another effect that balances demand for meat that might look something like this picture, in which the increased risk of disease associated with meat production decreases the demand for meat and reduces the incentive for farmers to produce greater and greater volumes of meat.</span><p face="arial" class="MsoPlainText"><span style="font-size:100%;">
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Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-fareast-language:ZH-CN;} </style> <![endif]--> <p class="MsoPlainText"><span style="font-size: 11pt; font-family: "Calibri","sans-serif";">The point is that there is not a simple answer to whether antibiotics should or should not be used in raising animals for food, as the answer is specific to the conditions and to where the farmer and consumer fall on the spectrum of philosophies: use antibiotics to keep production up and prices down (I cringe at this one), use antibiotics sparingly and raise a healthy herd of cattle (I like this one for small producers who can’t afford to lose an animal to disease and also can’t afford organic certification), or avoid antibiotics altogether (I see this being appealing to larger producers who get a premium for their organic certification and can afford the risk of not treating sick animals).<span style=""> </span><o:p></o:p></span></p> <p class="MsoPlainText"><span style="font-size: 11pt; font-family: "Calibri","sans-serif";"><o:p> </o:p></span></p><p class="MsoPlainText"><span style="font-size: 11pt; font-family: "Calibri","sans-serif";"><o:p>
<br /></o:p></span></p> <span style="font-size: 11pt; line-height: 115%; font-family: "Calibri","sans-serif";">There are market dynamics at play that help to balance the perpetual use of antibiotics to produce our food.<span style=""> </span>In other words, a shift in demand for meat that is raised under healthy conditions (which in some circumstances could include use of antibiotics), could have a more sustained effect on shifting how we produce our meat than could legislation or making pat demands of large meat producers.<span style=""> </span>That leaves the challenge of identifying whom we can trust to find the appropriate threshold, enforce it, and sell us beef. </span>
<br /><span style=";font-family:";font-size:11pt;" ><o:p></o:p></span> Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com1tag:blogger.com,1999:blog-7475073115615017821.post-58599102518386158072010-03-02T14:28:00.000-08:002010-03-02T14:40:36.783-08:00Update on SXSWOn March 13, I will be leading a core conversation, "E-Food Revolution: Interactive Tools to Feed the World", at the SXSW Interactive festival in Austin. Here's the link for more information and a mini-podcast: <a href="http://my.sxsw.com/events/event/488">http://my.sxsw.com/events/event/488</a>.<br /><br />If you have ideas or suggestions for companies that are doing innovative work in web-based supply chain or food traceability, I'd love to hear about them! Also, if you personally pay attention to the source of your food, I'd be curious to hear why you do, what information you use to get the information you need, and what an ideal way to get that information would be. That way I can incorporate your views into the discussion!Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com2tag:blogger.com,1999:blog-7475073115615017821.post-55537827033217776242010-03-01T21:00:00.000-08:002010-03-02T19:50:08.765-08:00Surveying the Landscape, Part II<meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 12"><meta name="Originator" content="Microsoft Word 12"><link rel="File-List" href="file:///C:%5CDOCUME%7E1%5CELIZAB%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_filelist.xml"><link rel="themeData" href="file:///C:%5CDOCUME%7E1%5CELIZAB%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_themedata.thmx"><link rel="colorSchemeMapping" href="file:///C:%5CDOCUME%7E1%5CELIZAB%7E1%5CLOCALS%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_colorschememapping.xml"><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> 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mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--> <p class="MsoNoSpacing"><o:p> </o:p></p> <p class="MsoNoSpacing"><o:p> </o:p></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; text-align: left;"><i style="">Something needs to change in how we produce and consume food.<span style=""> </span>Indications that this view is widely shared come from sources as diverse as the <a href="http://www.ams.usda.gov/AMSv1.0/ams.fetchTemplateData.do?template=TemplateS&navID=WholesaleandFarmersMarkets&leftNav=WholesaleandFarmersMarkets&page=WFMFarmersMarketGrowth&description=Farmers%20Market%20Growth&acct=frmrdirmkt">proliferation of farmers’ markets in the US</a>, Monsanto’s <a href="http://www.monsanto.com/responsibility/sustainable-ag/default.asp">Sustainable Yield Initiative</a>, community supported agriculture (<a href="http://www.localharvest.org/csa/">CSA</a>) as a new business model for getting fresh produce to consumers, and the emerging interest in food and agriculture on the campuses of universities not traditionally focused on the sector, like <a href="http://food-ag.mit.edu/">MIT</a>. <span style=""> </span>But what needs to change?<span style=""> </span>How is the food system best revitalized to meet present and future needs?<span style=""> </span>Here are some ideas.<o:p></o:p></i>
<br /></p><p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; text-align: left;">
<br /></p><p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in; text-align: left;">So, let’s get down to it.<span style=""> </span>WHAT IS NOT WORKING?</p><p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in;">
<br /></p><p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in;"><span style="font-weight: bold;">Our Food</span> – We live in a time when the material and process we use to sustain ourselves is connected to obesity, heart disease, cancer, and other diseases.<span style=""> </span>We face a public health crisis related to food, which is ironic given food’s potential to heal, protect, and fortify the human mind and body.<span style=""> </span>The challenge is that the ingredients to feed ourselves healthy food are expensive, and the means and know-how are no longer an ingrained part of our culture; as a result, fresh and healthily prepared food is available to the few, not the many. </p> <p class="MsoNoSpacing" style="margin-left: 0.25in;"><span style=""> </span></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in;">
<br /></p><p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in;"><span style="font-weight: bold;">Diversity in the food supply</span> – Let’s talk about the crops first.<span style=""> </span>Billions of people depend heavily on a few commodity crops, like corn, soybeans, rice, and wheat.<span style=""> </span>Though our food supply has geographic diversification, our current system supports a limited range of non-commodity production, especially in the US where subsidies heavily influence farmers’ decisions about what to produce.<span style=""> </span>I don’t know enough about the history of commodity agriculture to tell you the extent to which the narrow focus of our mainstream food supply has contributed to our environmental woes.<span style=""> </span>I do know that biodiversity in fields, reduction of runoff from fertilizers, and replenishment of soil nutrients do not happen with mono-cropping. </p> <p class="MsoNoSpacing"><o:p> </o:p></p><p class="MsoNoSpacing"><o:p>
<br /></o:p></p> <p class="MsoNoSpacing" style="margin-left: 0.5in;">Then there’s the question of diversity in our food companies. <span style=""> </span>Among commodity traders, the ABCDs (<a href="http://www.adm.com/en-US/Pages/default.aspx">ADM</a>, <a href="http://www.bunge.com/">Bunge</a>, <a href="http://www.cargill.com/">Cargill</a>, and <a href="http://www.louisdreyfus.com/">Dreyfus</a>) have significant influence.<span style=""> </span>Through millions of channels around the globe, they consolidate control of the commodities and trade them on the global market.<span style=""> </span>The companies buying these commodities consider themselves highly differentiated in their product offerings: General Mills, Kellogg’s, Kraft, PepsiCo, ConAgra.<span style=""> </span>But when I look at the <a href="http://money.cnn.com/magazines/fortune/fortune500/2009/industries/198/index.html">Fortune 500 food companies</a> I don’t see companies that are producing the kind of wholesome, nutritious food I want to buy.<span style=""> </span>I see a lot of consolidation, especially when I look at the ingredient labels on my food: how many of these companies sell products that don’t include high-fructose corn syrup purchased through ADM or Cargill?<span style=""> </span>What should we make of the fact that the biggest food companies are buying essentially the same products from the same few global traders?</p> <p class="MsoNoSpacing"><o:p> </o:p></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in;">
<br /><o:p></o:p></p><p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in;"><span style="font-weight: bold;">Transparency</span> – I have to admit, I’m over the “<a href="http://www.iedm.org/uploaded/pdf/note0210_en.pdf">food miles</a>” conversation.<span style=""> </span>It sits wrong with me because it implies that the fewer the miles traveled, the better the food.<span style=""> </span>But it fails to account for mode of transportation, <a href="http://www.nytimes.com/2010/02/17/business/energy-environment/17speed.html">speed of transportation</a>, farmer well-being, or the fertilizers and pesticides used in the fields.<span style=""> </span>We live in 2010!<span style=""> </span>Why are we still using proxies like “food miles”, “organic”, and “local” in place of data?<span style=""> </span>The answer is easy: We don’t have that data.<span style=""> </span>Even if we did, it wouldn’t allow us to weigh the tradeoffs that are inherent in any natural system because we don’t have the tools to transform the metrics for environmental, social, economic, or other impact, into meaningful information off of which we can make optimal decisions.<span style=""> </span>We’re suffering from mixed and conflicting messages, with no way to sort through it all.</p> <p class="MsoNoSpacing"><o:p> </o:p></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in;">
<br /><o:p></o:p></p><p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in;"><span style="font-weight: bold;">Huge waste</span> – What are we thinking?<span style=""> </span>The NIH tells us that on average we throw away <a href="http://www.ncbi.nlm.nih.gov/pubmed/19946359">1400 calories per person per day</a>. <span style=""> </span>Yet, the food we buy does not come from a limitless place; we’re up against capacity constraints.<span style=""> </span>Plants need nitrogen, potassium and phosphate to grow, and farmers add these in fertilizer form to replenish the nutrients in their soil.<span style=""> </span>However, we are <a href="http://blog.newsweek.com/blogs/wealthofnations/archive/2009/12/02/dwindling-phosphate-supply-affects-food-crisis.aspx">running out of phosphate</a>.<span style=""> </span>That’s right.<span style=""> </span>Our supply of one of the necessary inputs to plant growth is reaching its limit.<span style=""> </span>We need to find a new balance for supply and demand, especially considering the environmental degradation that some farming practices cause.<span style=""> </span>Does our lost connection to the land and the people that produce our food make us insensitive or immune to the challenges and limitations at the source?<span style=""> </span></p> <p class="MsoNoSpacing"><o:p> </o:p></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in;">
<br /><o:p></o:p></p><p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in;"><span style="font-weight: bold;">The kitchen</span> – Are we even equipped, as a population, to eat well?<span style=""> </span>Certainly there are some among us who devote time and effort to eating freshly prepared foods.<span style=""> </span>I probably spend eight hours a week in the kitchen, even at my busiest times, because I simply refuse to eat out for my daily meals.<span style=""> </span>I make five servings of oatmeal every Sunday so that I have breakfast for the week; I make a main course that provides leftovers for days; I keep baking potatoes, frozen broccoli, sautéed spinach, yogurt, carrot sticks, and peanut butter on hand for quick lunches and snacks.<span style=""> </span>I do well, but it takes a lot of time.<span style=""> </span>And I care immensely, don’t have kids, and can afford weekly loads of groceries. <span style=""> </span>Is there a way to retain the efficiency and time savings we believe we’ve achieved with fast food, but re-instill the nutritional and social value of our food?</p> <p class="MsoNoSpacing" style="margin-left: 0.5in;"><o:p> </o:p></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in;">
<br /><o:p></o:p></p><p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in;"><span style="font-weight: bold;">Attracting the next generation of farmers</span> – Okay, okay, I know some of you are going to say that <a href="http://www.usatoday.com/news/nation/environment/2009-07-13-young-farmers_N.htm">young people are starting farms</a> for the first time in decades, which is true.<span style=""> </span>It’s great that a new generation of farmers is taking up the calling, but they’re hardly a blip in the numbers.<span style=""> </span>Around the world I have encountered an aging farmer population.<span style=""> </span>Two things are going on.<span style=""> </span>In one scenario, large farms in developed countries have made enough money to send their kids to college, to get MBAs, and to become investment bankers, which makes rural farm life seem less appealing.<span style=""> </span>A second scenario is that small farms in both developed and developing countries eke out a living and young people go to the cities to find more lucrative work.<span style=""> </span>Furthermore, in countries like the US, land and equipment investments are huge barriers to entry that keep out just about anyone who might be interested in starting a large-scale farming operation.<span style=""> </span>If Daddy wasn’t a farmer, chances are you’re going to have to start small and stay small.<span style=""> </span>How many industries in the US can say <i style="">that</i> these days?</p> <p class="MsoNoSpacing" style="margin-left: 0.5in;"><o:p>
<br /></o:p></p><p class="MsoNoSpacing" style="margin-left: 0.5in;"><o:p> </o:p></p> <p class="MsoNoSpacing" style="margin-left: 0.5in; text-indent: -0.25in;"><!--[if !supportLists]--><span style="font-weight: bold;">Consensus about the urgency of our agricultural challenges</span> – We’re becoming more and more divisive on the question of how we eat. <span style=""> </span>We have companies that role their corporate eyes at the very thought of an organic food system, and we have organic farmers who can’t talk rationally about what the big food companies do.<span style=""> </span>We have rallying cries from journalists and activists, but entrenched subsidies that make wide-scale change a long shot.<span style=""> </span>I don’t think we’re going to be able to solve these intricate, global challenges without collaboration.<span style=""> </span>We’ve got to get out of our corners and forge a path to a healthier food landscape for everyone.</p> <p class="MsoNoSpacing"><o:p> </o:p></p><p class="MsoNoSpacing"><o:p>
<br /></o:p></p> <p class="MsoNoSpacing">Why are the factors that compromise the healthfulness and unintended consequences of our food so difficult to resolve?<span style=""> </span>One reason is that these are huge challenges and success is not clearly defined.<span style=""> </span>What would a truly restored, regenerative food system look like?<span style=""> </span>How do we begin to design and create that regenerative system?<span style=""> </span>Please share your thoughts!</p> Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com0tag:blogger.com,1999:blog-7475073115615017821.post-58348830770107439062010-02-10T18:29:00.000-08:002010-02-10T18:42:12.421-08:00Surveying the Landscape, Part I<meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 12"><meta name="Originator" content="Microsoft Word 12"><link rel="File-List" 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mso-bidi-theme-font:minor-bidi;} ol {margin-bottom:0in;} ul {margin-bottom:0in;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--> <p class="MsoNoSpacing"><span style="font-size:100%;"><o:p> </o:p></span></p> <p class="MsoNoSpacing"><span style="font-size:100%;"><o:p> </o:p></span></p><span style="font-size:100%;"><i style="">In order to have a lively conversation about the present and future of our food, I decided to jot down some notes about what works in the current system and what doesn’t.<span style=""> </span>These are not yet well researched theses, but rather a collection of thoughts about the landscape.<span style=""> </span>Future posts will delve into more detail in these areas, but for now, here is a summary of how I see our condition.<span style=""> </span><o:p></o:p></i>
<br />
<br />WHAT IS WORKING?
<br />
<br /><span style="font-weight: bold;">Production</span> – Yeah, we’re getting a lot out of the land - maybe too much.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">The <a href="http://en.wikipedia.org/wiki/Green_Revolution">Green Revolution</a> worked in some places, so we have a huge supply of a few staple crops.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">In fact, four billion of our approximately six billion people are neither <a href="http://one.wfp.org/aboutwfp/introduction/hunger_what.asp?section=1&sub_section=1">malnourished</a> nor <a href="http://www.who.int/dietphysicalactivity/publications/facts/obesity/en/">obese</a>.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">I’m just not sure that a 2/3 success rate on properly feeding the human population is indeed a success.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">In fact, I would probably categorize this as tragic.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">Thus, while I will keep production in the “is working” category, its ramifications certainly belong in the other.</span> <p class="MsoNoSpacing" style="margin-left: 0.5in;"><span style="font-size:100%;"><o:p> </o:p></span></p><span style="font-size:100%;">
<br /><span style="font-weight: bold;">Distribution</span> – I can get just about anything I want, just about anytime I want it.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">That is remarkable, and when I crave a pineapple in Minnesota in January, I really enjoy being able to have it.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">Yet the fact that I have learned to not only enjoy it, but also to expect it, is problematic.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">It’s also appalling that our distribution system gets the pineapple to me and my rich-world friends but can’t get core crops to the neediest places on earth (I’m not going to go into the politics of food aid yet, so let’s leave it at that).
<br />
<br /></span> <p class="MsoNoSpacing"><span style="font-size:100%;"><o:p> </o:p></span></p><span style="font-size:100%;">To my way of thinking, global distribution of food products is good as long as it is done in environmentally and socially sensitive ways.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">This qualification is missing from our current system, and as a result we are entrenching our separation from the realities of agricultural production – the inches of rain that fell on the field, the freeze that got the strawberry crop in Florida, the pest that destroyed the sweet corn.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">So, our current capability in food distribution belongs in the “is working” section, but the implications for consumer expectations, disconnect from natural processes, and inequitable allocation of that food probably means that it should be categorized elsewhere.</span><span style=";font-size:100%;" > </span> <p class="MsoNoSpacing"><span style="font-size:100%;"><o:p> </o:p></span></p><span style="font-size:100%;">
<br /><span style="font-weight: bold;">Food companies care</span> – I’m not joking.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">I think they do.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">Companies like <a href="http://www.nestle.com/CSV/CSVHome.htm">Nestle</a>, <a href="http://www.danone.com/">Danone</a>, and even <a href="http://www.environmentalleader.com/2008/01/22/general-mills-sustainability-chief-discusses-green-issues/">General Mills</a> are participating in a number of sustainable agriculture industry groups, including the <a href="http://www.sustainablefoodlab.org/">Sustainable Food Lab</a>, the <a href="http://www.saiplatform.org/">Sustainable Agriculture Initiative</a>, and the <a href="http://www.keystone.org/spp/environment/sustainability/field-to-market">Keystone Alliance</a>.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">These companies and their peers seem to be taking more seriously than they used to the need to consider the environmental and social impact of agricultural production. </span><span style=";font-size:100%;" > </span><span style="font-size:100%;">Some of them even provide alternatives (though expensive ones) to the highly processed foods they are known for.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">Some of these companies recognize that their success in the long term depends on the viability of the agricultural ingredients they use, and they are taking steps toward alleviating their environmental impact.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">Even if they’re in this to capture a segment of the market that is willing to pay a little more to be a little more comfortable with their food choices, these companies are committing time, money, and people to building a more sustainable agricultural system</span><span style=";font-size:100%;" >. </span> <p class="MsoNoSpacing" style="margin-left: 0.5in;"><span style="font-size:100%;"><o:p> </o:p></span></p><span style="font-size:100%;">
<br /><span style="font-weight: bold;">People are paying attention </span>– Food is getting a lot of attention in the press.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">Michael Pollan helps, but <a href="http://www.csmonitor.com/The-Culture/Gardening/2010/0113/Michelle-Obama-s-White-House-garden-is-a-growing-success">Michelle Obama</a>’s interest is especially endearing.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">What is most exciting about her role in the food and agriculture world is that she is tying together human health and nutrition with environmental health.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">These two disciplines have typically been kept separate, with the health advocates and environmental activists pursuing completely separate agendas.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">For the first time in my awareness, the inextricable link between how we produce our food and how we feed ourselves is being acknowledged. </span><span style=";font-size:100%;" > </span> <p class="MsoNoSpacing"><span style="font-size:100%;"><o:p> </o:p></span></p><span style="font-size:100%;">
<br />The biggest surprise yet is that the USDA is helping!</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">Foodies cringed when <a href="http://www.usda.gov/wps/portal/%21ut/p/_s.7_0_A/7_0_1OB?contentidonly=true&contentid=bios_vilsack.xml">Tom Vilsack</a> got the top job (he’s since redeemed himself in most of those circles, I think), but when <a href="http://www.usda.gov/wps/portal/%21ut/p/_s.7_0_A/7_0_1OB?contentidonly=true&contentid=bios_merrigan.xml">Kathleen Merrigan</a>, formerly of Tufts University’s Friedman School of Nutrition Science and Policy, came on as Deputy Secretary, the alternative food world rejoiced.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">In recent months, the USDA has launched programs like <a href="http://www.usda.gov/wps/portal/%21ut/p/_s.7_0_A/7_0_1OB?contentidonly=true&contentid=bios_vilsack.xml">Know Your Farmer Know Your Food</a> that, even though they are still pretty clunky to use, show that the USDA means to do something to improve our food. </span><span style=";font-size:100%;" > </span><span style=";font-size:100%;" > </span><span style=";font-size:100%;" > </span> <p class="MsoNoSpacing"><span style="font-size:100%;"><o:p> </o:p></span></p><span style="font-size:100%;">
<br />
<br />Phew, those were hard to come up with.</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">I spend so much time thinking about what’s wrong that I have to remind myself which pieces of the current system might be worth saving (with revision).</span><span style=";font-size:100%;" > </span><span style="font-size:100%;">Next up will be the aspects of current reality that I believe are in urgent need of change.</span><span style=";font-size:100%;" > </span> Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com0tag:blogger.com,1999:blog-7475073115615017821.post-12092287182390518172010-02-08T17:08:00.001-08:002010-02-08T17:20:50.189-08:00Welcome!Welcome to "Provenance: A conversation about how we eat"! On this site, we will explore the many dimensions of the food and agricultural system upon which billions of people depend for nourishment every day. That system is in a state of transition as we question how to weigh the human and environmental health trade-offs, economic costs, social effects, and nutritional benefits of the food we eat.<br /><br />Provenance will be a place for a multitude of voices from the global food landscape to come through, for anyone who wants to have a stronger connection to the farmers and producers, food processors, cooks, policy makers, food companies, and hungry people that are a part of this diverse agricultural ecosystem. It will be a place to understand where we are now, consider where we need to go, and generate new ideas about how we can get there. I hope you will join me!Elizabeth McVay Greenehttp://www.blogger.com/profile/09467539963689662901noreply@blogger.com3