April 26, 2010 – Is the food industry geared towards sustainable development? Most of the players in the field answer in the affirmative, but when you visit the Montreal International Food Show (SIAL), one can only observe a coexistence of contradictions.
An example? At a time when food over-packaging is being denounced, several companies are “innovating” by offering small quantities of food – fruits, vegetables, ice cream, and so on. – in individual packaging. While they save time when preparing the lunch box, these so-called “practical” packaging are hardly compatible with sustainable development.
According to the Global Panorama of Innovation concocted by the firm XTC World Innovation1, 48% of new products offered in grocery stores last year appealed to the senses of consumers. Those offering health benefits represented 26% of innovative products.
And far – very far – behind, followed the new “ethical” products, with a meager 2%.
However, the demand for this type of product is there …
Isabelle Marquis
Isabelle Marquis, who presented this panorama within the framework of the forum “Eaters under the influence”2, maintains that this is the first year that food innovations claiming to be ethical in sustainable development “have finally taken off from the zero line”.
An encouraging sign, according to her. “The industry notes that, for consumers, eating for pleasure is still a dominant motivation, but more to the detriment of others. “
Products not always accessible
“Ethical” products or products that can claim the concept of sustainable development have been on the market for a long time. And a majority of Canadians (70%) surveyed by the organization Transfair Canada3 wishes to contribute to the social and community development of local producers by purchasing ethical products.
“But the price of these products is a drag for 38% of them, while another 30% claim that convenience stores do not offer such products,” agreed Tia Loftsgard, of Transfair Canada. .
But other products considered “ethical” are more ubiquitous: organic products, which are very trendy, according to marketing strategist Pierre-Bertrand Dow-Blanchet. ” The proof? Even Wal-Mart now sells it, ”he commented at the end of the conference.
Sustainable products
Jerome Bonduelle
Bonduelle, a French vegetable processing company, is one of the agri-food companies that have taken the turn of sustainable development.
Over the past 5 years, the multinational says it has reduced the amount of pesticides and fertilizers used in its plantations by up to 20%, thanks to the installation of insect traps.
“In the same period, we also reduced the quantity of water used in our factories by 33%, reduced the use of fossil fuels by 17%, in addition to recovering 71% of our industrial waste and 97% of our waste plants, ”said Jérôme Bonduelle, executive vice-president of the company in North America.
“Bottled water: environmental nonsense”
Like many others3, Mr. Dow-Blanchet gives the example of water bottling companies to illustrate what the antithesis of sustainable development is. “Bottled water is environmental nonsense,” he says.
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According to Recyc-Quebec, we bought 775 million bottles of water in Quebec in 2005. That is 102 plastic bottles per person. No more than 57% were recycled among those consumed at home4. |
Of course, he welcomes the initiatives these companies have shown – such as Naya, whose bottles are now made from 100% recycled plastic and which now displays the carbon footprint logo on its labels.
But for him, the production of plastic bottles – even from fully recycled plastic – is not compatible with sustainable development.
“Recycling is good. But what is needed is to reduce at the base, reduce the use of these bottles, not continue to produce them, ”he implores.
Transparency and consistency
According to Isabelle Marquis, today’s consumers want to have control over what they consume and want to be informed of the production methods of what they buy at the grocery store or at the market – whether it is the amount of energy used in the manufacturing process or the quality of the ingredients.
“Transparency and clarity will allow consumers to take ownership of the product, because it will be linked to their values,” she adds. Hence the importance of consistency between what the company offers and the values it advocates. “
Martin LaSalle – PasseportSanté.net
1. XTC World Innovation is a French company that examines food trends around the world. For more information: www.xtc.fr [consulté le 26 avril 2010].
2. This series of conferences was organized within the framework of SIAL in Montreal by Enzyme, a food marketing agency. To find out more: www.mangeurssousinfluence.org [consulté le 26 avril 2010].
3. TransFair Canada is the organization that manages the fair trade certification system in the country. For more information: http://transfair.ca [consulté le 26 avril 2010].
4. On this subject, also read: Julien F, We don’t celebrate the Earth with a bottle of water, The duty, April 23, 2010.
