Changing the food system through supermarket action
By Malin Jonell
The impacts of our existing food production and distribution mechanisms are felt not only in the detrimental toll on our planet but also in the potential harm to human health. So how do we change the food system without relying too heavily in consumers as change agents?
In the early days of my career, I embarked on a mission to unravel the potential of eco-certification in mitigating the detrimental effects of the rapidly expanding aquaculture industry – at that time the fastest-growing food production industry on the planet. I wanted to better understand how consumers could be galvanized into seeking out more sustainable seafood choices, particularly those adorned with eco-labels. However, as I delved deeper into my research, the reality that unfolded before me was both eye-opening and somewhat disheartening.
What I uncovered was that, for the most part, consumers appeared to be largely indifferent to certified seafood. In fact, many were startlingly ignorant about the intricate workings of seafood production. To put it into perspective, participants in an interview study I conducted struggled significantly when tasked with describing something as commonplace as a salmon farm. Their responses were a muddled mix of land-based ponds and fish ladders – structures designed to aid the natural migration of fish around obstacles like dams. This disconnect between perception and reality clearly points towards the challenges of relying of consumer engagement for shifting seafood production to sustainability.
The results of my study were not unique. Numerous other research endeavors echoed the same sentiment – a lack of consumer food literacy acted as a significant roadblock to meaningful action. While we may yearn for a world where consumers are well-informed and choose eco-friendly options, the unfortunate truth is that we are far from reaching that point. Many consumers, it seems, still need firm guidance to discern between what is environmentally responsible and what is not. This has been corroborated by earlier research that indicated consumers' priorities when it came to food attributes. Taste, price, and convenience ranked high on their lists, overshadowing concerns about environmental sustainability. Consumers often grapple with the overwhelming choices available in the grocery store, making it challenging to retain more than three attributes in their minds while navigating the aisles.
At this point of my research, I became more and more curious about the pivotal players nestled in the heart of the food value chain, particularly the major food retailers. These global giants wield substantial economic influence, with some of the world's largest corporations falling under the banner of retailers. A prime example is Walmart, ranked as the 17th largest company on Earth. The food retail sector, as it stands, is notably concentrated, especially at the national level. In the United States, for instance, the top four grocery retailers collectively hold sway over approximately 40 percent of the market, while in Australia, just two firms dominate roughly 60% of the market [1]. In Sweden, the situation is even more extreme with only three actors, ICA, COOP and Axfood, accounting for 90% of the market [2]
So, the big question that looms before us is this: What can these powerful entities do to drive a swift transition towards sustainable food systems? Could they expand their role beyond the confines of the marketplace and take up a more prominent position as catalysts for change by collaborating closely with both producers and consumers? This collaboration could involve aiding key actors in the food system to enhance their production practices, benefiting farmers and fishers, and nudging or forcing consumers towards making more planet-friendly choices.
Yet, it's also imperative to ponder over what might be hindering these actors from embracing a more proactive role. On one side of the coin, many international and Swedish food retailers have articulated ambitious sustainability targets and laid out comprehensive agendas. But, on the flip side, they continue to stock their shelves with unsustainable food products, at times even offering them with enticing price reductions.
This Janus face of supermarkets led to the inception of the Retail for Sustainability (ReSus) project, aimed at unraveling the potential of the food retail sector in becoming a positive driving force within the food system. The project's vision is to untangle the threads of change, highlighting the levers that can be pulled to create a more favorable environment for small and sustainable producers. It also seeks to explore opportunities for consumers to align their choices with the betterment of our planet.
In essence, the ReSus project endeavors to bridge the gap between intention and action within the food retail sector. By shedding light on the factors that influence the decisions of these retail giants, we aim to pave the way for a brighter, more sustainable future in the realm of food systems. Together, we hope to forge a path towards a world where the choices we make as consumers not only nourish our bodies but also nurture the Earth we call home.
[1] J. Clapp, “The rise of big food and agriculture: corporate influence in the food system,” pp. 45–66, 2022.
[2] D. Marknadspartner, “Dagligvarukartan 2022,” https://www.dlf.se/rapporter/dagligvarukartan-2022/, 2022. .