1. food and drink

Enough
| 1
A report on how we’ll feed the
world
Enough
The fight for a food-secure tomorrow
2 | Enough
An open letter to those
concerned about hunger.
Thank you for your interest in solving the world’s hunger problem. The Enough
Movement is a new and innovative initiative towards ensuring people around
the world have adequate nutrition, today and in the coming decades.
This report reflects a collective work of many, not just my ideas. While it is
very personal to me, it also represents the perspectives of 4,000 employees
of the company I’m part of, as well as thousands of farmers, food chain leaders
and consumers that are already actively engaged in the fight for a food secure
tomorrow.
This report provides a different perspective on hunger and food security. In
the past, we focused on the extreme; on the disease of hunger and on the
870 million people chronically malnourished. But now we must broaden our
thinking to food security, ensuring people not only have enough to eat, but that
they have access to the right calories, regardless of country or status in life.
By increasing the spectrum beyond hunger, it allows people to connect more
deeply to the size and scope of the issue.
This report is more than just another presentation of the challenge. Instead,
we use a number of new studies to highlight viable solutions.
Shifting Paradigms
Hunger
Food security
crisis
solutions
Readable
Usable
listening
taking action
discussion
movement
It’s important to note that this is a
report, not a white paper. Instead of a
dense, academic read, we’ve worked
to present information in two-paged
sections with informative graphics
that can be more easily scanned,
understood and shared in today’s
society. The world has changed how
people accept information, so we’ve
changed how we packaged this.
Finally, this report lays the foundation of The Enough Movement.
I hope you’ll stand up and make food security your cause. In the first year, we
aspire to enlist thousands of individuals to join this movement – will you be
among them?
Join us at sensibletable.com. Join the movement. Together we can make a
difference.
Sincerely
Jeff Simmons
Elanco
sensibletable.com
New Research
Featured in This
Report
This report contains more
research than any past
papers.
• 2013 Global Food
forward Analysis
Roger Cady and Eric
Heskett, Elanco. Fox
Hollow Consulting. Review
by Global AgriTrends,
Informa Economics,
the International Egg
Commission
• International
Consumer Attitudes
Study: 2nd edition
Spring 2013
Gary Szeszycki, Elanco;
The Nielson Company
• Food Chain Decisions
in a Social World: New
Ways to Measure What
the Consumer Wants
Elanco
• Consumer Purchase
Behaviors
The Nielson Company
• 2013 Hunger
Solutions Survey
The Center for Food
Integrity
• Achieving Global
Food Security: How
the Nutritional
Impact of Animal
Source Foods Enriches
Lives
Bill Weldon, Elanco; Susan
Finn, RD; CEO, American
Council of Fitness and
Nutrition
Enough | 3
– A movement
It’s time we solved the greatest issue of our
time – food security.
The world
is growing.
We have the
solutions. We
must act together.
We must act now.
Quickly. And we’re not just talking about adding more people, but more
people with better lives. Estimates show the global middle class growing
another 3 billion by 2050. All with better lives. This is one of the most
positive stories in the next decade!
But, experts say we’re headed towards a crisis where there won’t be enough
to feed all these people. They believe we simply don’t have enough resources to grow enough
crops or to produce enough livestock to provide quality diets to the middle class.
We disagree!
There are enough
innovative solutions
to deliver enough food. Do we have enough courage, enough
leadership and enough urgency to make it happen? We’ve
read enough, we’ve talked about our disagreements enough…
Different than most problems, there are solutions. There can be enough. We believe we have a
role to play in rewriting this story.
We can reverse these trends. But now is the time to act. I predict by 2020 we
will know if we can deliver enough. With the right dialogue, the right science-based policies,
and the right innovative solutions, we can ensure we will have enough… without using too
much of our resources. By 2020, we can ensure a positive ending to this story. It will take
solutions like innovation, choice and trade.
Our vision is
a food secure
world –
a world where 9 billion people have access to enough nutritious,
affordable food. There are fewer deaths from hunger. Less disease.
Less obesity. More human potential realized. Countries are stronger.
The world is more peaceful. We stop overusing our resources. Children
grow up healthy, active, smart and strong.
We’ve had enough. We have just enough time. To act. To change. It’s
time we #feedthe9. Please join us at sensibletable.com
and engage in the conversation.
✓
Join
the
movement!
Together we’ll
rewrite the story.
Yes, I’m in!
Signature
4 | Enough
3 Food Security Realities
GROWING
MIDDLE CLASS
3
BILLION
join the
middle class
4.8B
1.8B
Today: 7B
Fastest growth
to occur
between now and
2020
INCREASING DEMAND
FOR MEAT, MILK & EGGS
We will need
60%
2050: 9B
Source: FAO, OECD1, 2
FEEDING MORE
WITH LESS
By overusing our resources, it takes
more animalsourced
foods
1.5
years for the earth to
regenerate annual
consumption Source:
4
Source: FAO3
An Urgent Window of Time
Food Security is Solvable
Population growth will plateau between 9–10 billion people.1 Unlike many of our world’s
challenges – Alzheimer’s disease, auto-immune diseases like lupus, and energy issues – there
are clear solutions for a food secure world. There is a window of opportunity to meet the
challenge. We have enough time – just enough – if we act now. The next few years will
determine if we have enough to meet demand, or if we deter middle class growth and disrupt
global and environmental stability for decades to come.
Enough | 5
Food Security –
Solving the Greatest Issue of Our Time
We have enough solutions to create a food secure world.
Do we have enough courage, leadership and urgency to deliver?
Explosive Growth
A food secure world is one in which everyone can afford and
access an adequate quantity and quality of food. On Oct. 31,
2011, the world’s population shot past the 7-billion mark on
its way to reaching 9 billion or more by the year 2050.5
time in history.2 While “middle class” means different things
in different places, to put it simply, billions of people will live a
better life. And that’s all starting now.
Regardless of the specific income figure, one thing is
consistent: as income grows, one of the first things most
people do with more income is improve their diets by eating
more meat, milk and eggs.1 In fact, the United Nations Food
and Agriculture Organization (FAO) predicts a 60% increase
We will live our lives between the 7 and the 9. But the
in demand for meat, milk and eggs by 2050.3 Increasing
steepest part of the growth curve is happening between now
demand will also mean increasing prices. FAO and the
and 2020. Beyond
Organisation for Economic
2030, growth rates
Co-operation and Development
taper.2 Population
(OECD) expect in the next
growth is not infinite.
decade beef, pork and lamb
(annual income)
In fact, population
prices to climb 11%, 17% and
is already declining
4%, respectively.7
in countries like
$20,600 –
Japan, Germany and
Russia. Populations
$102,0008
in Europe and China
will begin declining
$3,650 –
within the next
According to the World
$18,2509
decade.6 Thus, with
Wildlife Fund, the Earth takes
the right solutions,
1.5 years to regenerate the
food security is
Global average: $730 –
renewable resources we use
solvable for the long
2
in a single year.4 On Aug. 20,
$3,650
term.
2013, we crossed the line where
annual resource consumption exceeded the planet’s ability
to replenish. In eight months we exhausted the natural
resources that should last all year – and every year that date
is moving up by a few days. On this course, by 2030 we’ll
Beyond population growth, 3 billion people will enter the
require double the planet’s resources to meet our needs.1 We
middle class during these years.2 In fact, more people will join
have to produce more, and do it with less.
the middle class between now and 2020 than at any other
The End in Sight
“Middle Class” Around the World
Decreasing
Resource Use
Demanding Better Food
Food Security:
When food is a non-issue.
6 | Enough
Food Security Makes
Headlines Around the World
The significant volume of media coverage
suggests we have reached a tipping point.
Food security is an issue now.
Undernutrition. The obesity
epidemic in the U.S. highlights
the challenge of “food deserts”
in many major cities as well as
rural areas. In a food desert,
wholesome, nutritious food
isn’t available as readily as
cheap, unhealthy calories.10
Making better calories more
affordable is essential to
shifting the obesity trend.
Changing Practices.
Fewer farmers are switching
to organic production, with
some even reverting to more
innovative production.11
“You have seen a slowdown
in the transition of acres,”
said George Siemon, chief
executive of Organic Valley,
the largest U.S. organic
cooperative.
Power of Protein. The
school lunch program
guidelines limiting
protein in meals at U.S.
schools were reversed in
December 2013 after
participation dropped
because kids weren’t
getting enough protein to
fuel their bodies.12
Production
Disruptions.
Skyrocketing Prices.
Egg prices in the EU
skyrocketed in January
2012, when a ban on
conventional chicken
cages pushed many egg
producers out of business
– egg prices in the U.K.
quadrupled almost
overnight.13, 14
Food Shortages.
In 2013, Dutch
consumers protested a
baby formula shortage
sparked by local
hoarding and illegal
trade to meet exploding
Chinese demand.15
Civil Unrest. Riots
broke out in 30
countries to protest
high food prices in
2008, and again in
2011.16
Avian influenza
swept Mexico’s egg
industry in 2012,
wiping out 1 in 6
birds, doubling egg
prices and sparking
a national crisis.23
Continued
Deforestation. While
slowing, deforestation
to meet food needs is
a significant concern
for long-term climate
change impact on food
production.22
Toppling Governments. The
lack of affordable bread in Egypt
has driven enough discontent to
topple multiple regimes in the
country.21
Food Crisis Looms.
According to the World
Food Programme, 1 in 4
people living in rural areas
in Zimbabwe are expected
to need food assistance in
early 2014, the highest
since 2009.20
Food Security = Global
Stability. High food prices
are an ongoing threat to
civil order, warn analysts at
the New England Complex
Systems Institute, who
studied the link between food
riots and the Arab Spring.19
As demand climbs, so will
prices and volatility.
Reverse Trade. Instead of simply exporting
food from an area of production to an area of
need, growing global economies in Asia and Latin
America are buying in to markets to protect their
long-term food security, from land purchases in
Africa to the purchase of the largest U.S. pork
producer by a Chinese company.17, 18
Enough | 7
The Protein Gap
“[Food insecurity] is the principal threat to global security. Failure
to address food security will result in increasing tension.”
– Dr. Alastair Summerlee, President, University of Guelph
But that’s decades away, right? Wrong! Take milk for example.
Even while dairy productivity has doubled in the past 50
years, it’s not keeping pace with population growth. Globally,
there’s 14 % less milk per person than in 1961.24
The Dairy Gap
On average around the world today, we have access to about
one 8-oz. glass of milk (or equivalent serving of yogurt or
cheese) a day.24 The global recommended intake is two glasses
a day.25 Current per capita milk production around the world
isn’t meeting basic nutritional needs.
We assembled a team of researchers to study this issue.
Informa Economics and Global AgriTrends validated the
model. The findings of the 2013 Global Food forward
Analysis estimate that based on our current productivity
path, we won’t even have access to a glass of milk a day on
average by 2020.*
The Dairy Gap
What We Have
What We Need
The Body and Brain Gap
If we look at securing everyone with the two glasses a day our
bodies really need for growth and cognitive development, the
gap grows to more than 4.5 billion people‡ not able to meet
their daily requirement for milk – 5 trillion servings short! §, 26
Not only will we have a Dairy Gap, we’ll have a Body and Brain
Gap.
A landmark observational study in Kenya demonstrates
that when children’s diets are supplemented with meat or
milk, learning and resulting test scores improve, particularly
compared to those just given increased energy from oils and
the control group given a typical meal.27
Improving Test Scores With Meat and Milk
(Over 5 School Terms)
Increase in End of Term Test Scores
When agriculture productivity lags, food gaps – the shortfall
between supply and demand – appear. We believe meat, milk
and eggs will become more expensive and less accessible.
Consumers in Asia, Africa and Latin America will lack choices
and have diminished ability to nourish their families with high
quality animal protein. Consumers in the United States and
Europe will find more limited options at higher prices.
50
40
+45%
30
+28%
20
10
0
-7%
-10%
-10
Meat
1 glass†/day
on average
(dairy equivalency)
Global RDI = 2 glasses†/day
on average
(dairy equivalency)
Based on our current production
trends, nearly half the globe–
4.5 BILLION PEOPLE –
Milk
Energy
Control
Further, a recent paper, ACHIEving Global Food Security:
How the Nutritional Impact of Animal Source
Foods Enriches Lives by Elanco’s Bill Weldon, VP of
Research and Development, and Susan Finn, RD and president
of the American Council on Fitness and Nutrition, shows that
when nutrition improves, health improves, learning improves
and ultimately incomes and societies improve.28
won’t meet their nutritional needs by 2040.‡
*Projection based on FAO demand estimates
†
1 glass = 8 fluid ounces =237 millileters
‡
Projection based on meeting RDI for global population
§
1 serving = 150g or 5.2 oz
8 | Enough
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Str
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Our Vision for a Food Secure World
ACCESS
STABILITY
Milk, meat &
eggs for all
Plentiful food
limits unrest
Reduce
tyles
INNOVATION
AFFORDABLE
RESOURCES
ve d
otp
Better food,
better prices
Feeding more
with less
t
Im
ri n
p ro
d fo
lif e s
CHOICE TRADE
HEALTH
Less disease,
hunger & obesity
G re
ater h
u m an poten
tial
We see a world where 9 billion people have access to
enough nutritious, affordable food. There are fewer deaths
from hunger. Less disease. Less obesity. More human potential
realized. Countries are stronger. The world is more peaceful. We
stop overusing our resources. Children grow up healthy, active,
smart and strong.
Where there is no vision, people perish.
Enough | 9
A Food Secure World
Movements begin with bold visions. When a vision becomes
personal, courage, leadership and activism follow. Here’s our vision of
a food secure world and why it matters.
Access
Stability
Our vision starts with a world where no one worries about
food. No one lacks. Meat, milk and eggs are available to anyone
who wants them. A parent never has to make a decision about
which child to feed, or has to look down at a helpless, hungry
face at bedtime.
And ultimately, we have a more stable, peaceful world. Political
regimes no longer topple because of lack of food. There are
less politics over big farms vs. small farms, one practice vs.
another. Instead there are more fact-based decisions that
deliver more affordable, safe and sustainable food.
Affordability
A mother never has to opt for soda because it’s cheaper and
more easily accessible than wholesome milk or a cup of yogurt.
As the middle class emerges, better food options become
more affordable, not less. We also can’t make decisions that
increase production cost because of luxury choice for the few.
Health
We see a world where diets are better. People have access to
not just the right quantity of calories, but the right quality of
calories and nutrients like protein. Diets and food preferences
become better for the next generation. Health is better
tomorrow than today as a result of improved diets not just
due to healthcare interventions. There are fewer deaths from
hunger. Less disease. Less obesity. Greater human potential.
Countries are stronger. The health care crisis is more likely to
be solved by better nutrition for the emerging middle class
than political interventions and subsidies.
Resources
We turn back the clock on resource use. We produce more
with less and preserve resources for future generations.
Yet, we have greater variety and choice. More consumers,
politicians and food companies are aware of the need for
efficiency in food production and make choices accordingly.
‘‘
I see a food secure future, and I’m truly confident it’s possible. The population will plateau after 2050. This is not an infinite challenge, and
solving it will provide a foundation for a sustainable future. Time and again the human spirit has risen to meet the challenge. I see it in the
people around the world with whom I work every day. If we have the courage to stand up, to speak out and to employ the right solutions,
this vision can become our reality. I’ve had enough of the misinformed, isolated decision making and political correctness. Nothing is more
important personally, morally, environmentally, nationally and globally than food security.
– Jeff Simmons, Elanco
‘‘
10 | Enough
The Faces of Food Security –
A Spectrum From Disease to Development
to Decisions on the Right Food Choices.
The Collapse
The Deficiency The Hunt
•Extreme malnutrition and
death from hunger
•Food intake consists only of a
few staples
•25,000 die each day due to
malnutritionally weakened
immune systems that can’t
fight disease42
•Lack of animal protein in
the diet affects cognitive,
behavioral and muscle
development in children27
“How do I choose
which child to
feed?”
“With food like
this, my family
can’t thrive.”
•Starving and gorging
•Daily search for food
dominates the lives of
millions
“Where and
when will I get
my next meal?”
Enough | 11
Food security is misunderstood. While it’s often associated
with extreme hunger, it’s much more. There’s likely not a
day that goes by when you don’t come into contact with
at least one of the 6 Faces of Food Security. The problem
isn’t isolated to remote areas of Africa or Asia. Lack of food
security happens in urban cities and farming communities,
developed countries and undeveloped nations. People who
face the daily issue of access to enough food, and enough
of the right foods. While the spectrum of food security may
start with the Disease of Hunger, it includes Development of
bodies, brains and countries, and ultimately becomes about
the daily food Decisions – trade-off decisions about whether
to buy a carton of milk or a bottle of soda or ultimately the
luxury of deciding among an array of available options.
Those who hold the keys to the solution, those in developed
nations who don’t have the daily challenge of food, are often
disconnected from the size and spectrum of the issue – even
becoming numb to the issue.
The Quality
The Edge
The Tradition
•Food deserts in urban and
rural areas mean lack of
access to the right foods, a
key factor in obesity
•A few unexpected life events
from a short-term crisis, job
loss or health emergency that
creates financial and thus
nutritional collapse
•Sustaining access to foods
on which traditions are built
•Lifestyle habits lead to poor
health issues
“I wish we had
a good grocery
store.”
•Enabling more food choices
•Relief groups – food pantries,
soup kitchens, shelters – serve
the newly poor
“What happened?”
“It’s part of who
we are.”
12 | Enough
INNOVATION
CHOICE TRADE
3 Top Solutions to a
Food- Secure
Tomorrow
There are many pathways that can have an impact on
achieving a food secure world; however, research, experts,
history and practical global execution point to three solutions
that stand out as the most significant, can have the most
impact and can be acted upon the quickest.
1. Innovation. The products, practices and genetics
that help farmers produce more food more sustainably
– innovations that, in many cases, are already available,
safe, regulated and proven. Experts from scientists to
economists say it’s the biggest part of the solution –
70%.1 We must enable innovation more than any other
time in our history.
2. Choice. Farmers need to be able to choose the right
practices for their operations. Consumers need to
be able to choose food that fits their price, taste and
nutritional needs. And we need regulators and policy
makers to make science-based policy choices. Choice
must not be taken away without a fact-based, legitimate
reason from science-based regulators.
Solution #1:
Innovation
Innovation is at the center of the most challenging issues of
our time. While there is resistance to innovation in food, we
need to better understand the realities. Examples, like the
milk story below, are often the best way to bring these to life.
With a predicted milk shortage, the Food Forward
researchers evaluated opportunities to fill the gap.
On our current path – the same productivity and cow herd
growth rates – we would have almost 40 million more dairy
cows in 2050. That’s significantly more feed and water.
But that still wouldn’t fill the gap. And given we’re already
exceeding our planet’s resources, adding more cows simply
isn’t sustainable.
Today, globally one cow produces an average of 2 gallons
each day. In leading areas, it’s more than 7 gallons a day.
Organic milk production yields on average at least 20% less
than local conventional production. Researchers predict we
can fill the gap and freeze the footprint of milk production if
every year, every cow increases her daily production just 4.75
oz. Many countries around the globe are already increasing at
rates 3-4 times this through their use of innovation.26
A Modest 4.75 oz. Daily Production Increase
Each Year Fills the Gap
22.9
(677.2 ml)
25
14.8
Belarus
Ecuador
Portugal
Ukraine
(437.7 ml)
Germany
Japan
Spain
UK
US
20
Increased Milk Yield (fl oz/day/yr)
Given the urgency, prioritizing our
solutions has never been more
critical.
CHOICE TRADE
The Power of Innovation:
A Glass Half Full
3. Trade. The mechanism that allows us to produce
food where it’s more economical and sustainable and
deliver it to people who need it. Pure economics and the
environment prove that food must move from the most
to the least productive areas for a food secure tomorrow.
Politics need to be reduced while trade needs to increase
in parallel with local advances in food production.
INNOVATION
15
10
4.75
(140.5 ml)
5
0
Filling
the Gap
Top-Producing
Countries
Top-Improving
Countries
Enough | 13
“Sustainable global food security is attainable if we have open minds
on technology and focus on high productivity and efficiency. We
cannot feed tomorrow’s world with yesterday’s technology.”
– Aalt Dijkhuizen, Wageningen University & Research Centre, The Netherlands
More Innovation, Not More Animals
1 Cow
32 Glasses of Milk currently produced each day
Enough Milk
Half
a glass more26
1
to meet future demand
2
Simply by using practices available
today or already in the pipeline,
cows around the world can increase
their output by a mere half glass per
cow – enough to satisfy future global
demand. Examples of such practices
include:
• Fresh, clean water
• Feed optimization
• Vaccines
• Disease control
• Improved housing & comfort
• 3x a day milking
• Long-day lighting
Applying Today’s Technology to Add Half a Glass More, Dairy Producers
Could Annually Save:
25%
66 Million
Cows*
747 Million Tons
of farmland –
the size of Alaska26
24%
25%
618 Billion Gallons
of feed and
388 Million Acres
25%
25%25%
25%
of water —
the annual domestic use
24%
of Germany, France
and the UK combined26
*Cows and buffalo
Many farmers can’t take advantage of current innovations,
practices or products. Solutions exist; access doesn’t.
24%
14 | Enough
Accepting Innovation
The Egg Production Reality26
The 2013 Food Forward analysis also examined
the global egg industry, finding a startling example of
what happens when innovation is prohibited. More than
a decade of disease, social pressures and increasing
regulations on safe, proven practices have dropped global
hen productivity nearly an egg/hen/year after decades of
increases.
Throughout history, the world’s biggest problems have been
solved through innovation. It’s celebrated in virtually every
sector of the economy. So why is innovation questioned
when it’s linked to food? In the past 60 years, a wide range of
innovations in agriculture have allowed farmers to produce
more while better caring for the animals and decreasing
environmental impact. In fact, in the United States, agriculture
outputs have grown 250% on the same level of inputs.29
On the current path, we’ll need 12.6 billion birds – nearly
double today’s 6.4 billion – plus the massive resources to
support them to meet demand in 2050.
Then
Today
6.5 billion hens produce
184 eggs each annually
For decades,
production
increased
7 U.S. cows yield the beef of 10 cows
in 197730
1¾
eggs/year
U.S. cows yield 4 times the milk of
cows in the mid 1940s31
Since the
late 1990s
the productivity trend
has reversed due to
disease, changing practices,
removing innovation.
.8
eggs/year
The Production Opportunity
Today, we’re meeting demand
by adding hens. On this
path, hens will need to
double to meet 2050
demand.
1992
Instead we can
bring back
innovation and
help hens
produce more.
Today 2050
Just ONE more egg per hen per year
helps meet demand and requires 4 billion
fewer hens
Using innovation, not adding hens, would save:
26%
113 million
tons of feed
26%
65 million
acres of land
31%
74 billion
gallons of water
Source: Dr. Roger Cady. Elanco Animal Health. 2013 Food Forward Analysis.
Validated by International Egg Commission.
U.S. farmers produce the same
amount of pork with 38% fewer
pigs than farmers in 195932
Meanwhile, organics and “luxury food” produced without
innovation have almost become a status symbol for those
who can afford it. Increasingly, research points to a lack of any
significant scientific evidence suggesting improved nutrition,
safety or resource use from organic foods.
A recent study by Stanford
University’s Center for Health
Policy evaluated 237 reports
and found little difference in
health benefits between organic
and conventional foods.33
Further, in a meta-analysis of 66
studies, researchers from McGill
University in Canada and the
University of Minnesota found
that organic methods produce
25% less food than conventional
farming on the same land area.34
Innovations that
have improved food
production
• Animal health and
sanitation
• Disease detection
• Animal nutrition
• Animal comfort
• Artificial insemination
and genetic
improvements
• Vaccines
• Parasite control
• Animal housing
• Productivity
optimizations
We support the personal choice
of organic foods, but one person’s
choice shouldn’t be imposed on
others. Further, consumers need to consciously understand
these choices. Ultimately, science simply doesn’t support
most claims being made today about organic food production.
It’s time we begin to consider the full consequences of these
choices.
Enough | 15
G LO B A
SOLUT
Learning from Global Experts
by Charlie Arnot, CEO,
The Center for Food Integrity
In an effort to foster more productive dialogue,
The Center for Food Integrity conducted the
Global Hunger Solutions Survey of
leading global experts on food security to get
their take on workable solutions.35 We asked 16
experts with extensive experience and a global
perspective. These individuals have dedicated
their distinguished academic, journalistic and
professional careers to addressing these pressing
issues.
The experts said public policy, technology and
education of smallholder farmers leads to individual
self-sufficiency critical to solving the food security
crisis. And finding a solution is about more
than feeding hungry mouths, it’s about building
geopolitical stability. As Roger Thurow, author,
journalist and senior fellow at the Chicago Council
on Global Affairs said, “Hunger is both the cause and
effect of conflict.”
We are conflicted as a society in our support of
innovation and technology that allows farmers
to grow more food using fewer resources. All
consumers have a right to expect safe food
produced responsibly. But we need to tread
carefully in defining responsible production. A
cultural bias that drives scientifically supported
innovation from the market could have devastating
consequences in the developing world, or even on
lower income families in industrialized nations.
We should neither embrace nor reject technology
and innovation out of hand, but invest the time and
energy to better understand the impact of either
using or eliminating technology on people, animals
and the planet. The consequences of a rush to
judgment are too great.
Long-term solutions will require governments to
encourage the support of smallholder farmers,
bringing them up to date on modern farming
methods, while championing the adoption of
responsible agricultural technologies. Achieving
that level of support will require unprecedented
public engagement. Each of us can plant a seed
by encouraging that engagement and supporting
thoughtful analysis and policy that will bring an end
to food insecurity.
®
L HUN
I O N S G2E R
013
Experts’ Solutions
5—
4—
Critically Important
4.4 Policy that supports
improved agriculture
practices in the
developing world
4.2 Adoption of technology
4.2 Policy that encourages the
adoption of technology 4.1 Smallholder farmer
education on better
practices
3.4 Reducing food waste
3—
2—
1.7 Organic production
1—
Not at All Important
16 | Enough
CHOICE TRADE
While the experts tell us innovation is the answer, consumers
tell us they don’t want innovation. Right? Wrong! Consumer
perceptions of innovative solutions in food production may
be the biggest misunderstanding in the food chain today.
We must always seek to understand what consumers want
in their food and serve these needs. But equally, we must be
careful to not react to a fringe minority voice that does not
represent the consumer, but a socially charged agenda. Food
Chain Decisions in a Social World: Understanding
the Connected Consumer offers new thoughts on
the best ways to gauge consumer attitudes and the right
measures to evaluate.
#1. Headlines to Mentions
Historically, the food industry has looked to headlines to
make technology decisions. A flurry of news articles would
likely result in thorough scrutiny of the supply chain. While
headlines can be concerning , what’s more important are
consumers’ reaction. Are they creating a dialogue in social
media? Is there concern? The online conversation – today’s
“water cooler,” so to speak – gives us important insight to
really gauge consumer opinion, what’s top of mind, how it
compares to other topics and how it changes over time. We
can watch this reaction play out in real-time.
What Do Consumers
The 3 Essential Measures
Really Want? of Today’s Consumers
Then
Headlines
Now
Media mentions
?
Aided questions
Call inquiries
Unaided questions
Consumer spending
Monitoring the right metrics helps determine when there
is a real concern. For example, in 2013 GMOs generated
about 70,000 mentions globally in traditional and social
media.36 In contrast, social media conversation around the
U.S. government shutdown generated 2 million mentions in
the first week. Fewer than 5,000 mentions a day for 3 days or
more suggests limited consumer engagement and interest.
The next time you hear, “But consumers don’t want it” – I
encourage you to look deeper to the online dialogue known as
media mentions.
Comparing Social Media
Mentions
36
Mentions
Solution #2:
Ensuring
Consumer Choice
INNOVATION
15,000
10,000
5,000
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Social media lessons learned
• Constantly monitor the conversation
• Create food chain awareness of the conversation
• Anything less than 5,000 mentions/day for 3 days
doesn’t constitute an issue that warrants attention
#2. Aided vs. Unaided Questions
How you ask the question matters: “What’s important to
you when you purchase beef?” vs. “Are you concerned about
factory farms growing your food?” Unaided questions don’t
lead the consumer in any direction and offer no prompts on
how to answer. If you force a yes or no answer in a question,
you should be concerned. Aided questions prompt answers
that may not reflect actual opinions.
The International Consumer Attitudes Study, first
released in 2011, provided a review of more than two dozen
reports analyzing what’s important to consumers when they
buy food. Twelve new reports were added to the second
edition, conducted in the spring of 2013.37 The combined
review included 35 studies from 26 countries, accounting for
more than 100,000 consumers. We conducted a global search
of all research that used unaided questions or consumer
spend data.
Consumer perceptions of innovative
solutions in food production may be
the biggest misunderstanding in the
food chain today.
Enough | 17
Cost, Taste, Nutrition, Choice Impact Purchase
2013 International Consumer Attitudes Study – 2nd Edition
• 34 studies
• 26 countries
Unaided
questions
Spending data
• 100,000+
consumers
99%
Food Buyer: 95%
Luxury Buyer: 4% Fringe
• Taste
• Cost
• Nutrition
• Luxury/Gourmet
• Organic/Local
• Gardens
• Food bans
• Restrictions
• Propositions
The findings are consistent with previous studies – 95% of
shoppers value taste, cost and nutrition most when they
make food purchases. They are supportive or neutral about
using safe innovation to grow the food they eat. Another 4%
purchase food primarily based on lifestyle or luxury factors like
vegetarian/vegan principles, support for organic systems, local
food, and other ideologies. Money matters less to the luxury
food segment. What these groups have in common is they both
want the right to choose. Unlike the remaining fringe – a small,
vocal group that seeks to impose their agenda on others and
take choices away from the majority. Consumer research must
focus on two key criteria: unaided questions and consumer
spending data.37
#3. Calls to Consumer Spending
Food industry concern quickly increases when call line
inquiries grow. But a consumer with questions doesn’t create
a representative sample of consumer opinion. Further, it’s
difficult to determine if these are really buying customers,
or part of a fringe campaign – a socially or politically driven
attempt to take choice away from the broader food chain.
Rather, spending data – how consumers vote with their wallet –
gives us greater insight to any concerns.
Cost is Now Most Important to Consumers
50
nielsen
source:
+13%
40
-14%
30
+2%
2011
2013
%
20
10
0
Cost
Taste
Nutrition
Other
And now more than ever, consumers are focused on how they
spend their money. Cost is a major factor in food purchases,
even in wealthy countries.37, 38 When Nielsen’s pollsters asked
13,000 U.S. and UK consumers in the spring of 2013 about the
most important factor in their food purchasing decision, cost
jumped 12% from 2011 to the #1 spot.38, 39, 40 And that holds
true for shoppers with incomes up to $70,000 per year. From
Shanghai to Sao Paulo and Seattle to Sub-Saharan Africa, food
costs matter more now than ever.
Other factors have little influence. “Some other factor,” which
could include desire for organic, concerns about GMO or other
variables, accounted for just 2% of the purchase decisions, and
tended to be slightly higher among British shoppers.38, 39
Choices Have Consequences
In developed countries, most consumers have many choices
when it comes to their food supply – a dazzling array of
products, brands and price points to consider. Some choose
to spend more on foods that reflect their value systems. Yet
in developing nations, choices are more limited, and so is the
ability to treat food as a luxury item or a lifestyle choice.
The question the world faces now is whether the choices of
wealthy consumers should be imposed upon the emerging
middle class. Is it fair – or justifiable – for shoppers living in
comfort to disregard innovations that can help feed others?
Let’s take GMOs as an example. Some countries have cited
the Precautionary Principle to reject biotech crops, which
have delivered billions of pounds of extra food while reducing
pesticide use. Meanwhile, experts worldwide have repeatedly
found genetically modified food safe. A recent study by the
U.S. National Academy of Sciences noted that after billions of
meals served, “no adverse health effects attributed to genetic
engineering have been documented in the human population.”41
Limiting innovation due to “what if” Precautionary Principles
has never had more negative ramifications than it will today.
Not one person has suffered
negative effects from innovations
like GMOs, yet 25,000 people die
every day from malnutrition.42 We
need to focus on solutions instead
of arguing “what-if” scenarios that
have no scientific basis.
18 | Enough
Solution #3:
Trade –
Food Must Move
INNOVATION
CHOICE TRADE
“When trade crosses borders,
armies do not.”
– Cordell Hull, former U.S. Secretary of State
Efforts are mobilized worldwide to build the capacity of local
farmers around the globe, increasing innovation to feed their
nations. While we believe every country can improve its
production, not every country will be self-sufficient. And from
an environmental standpoint, many shouldn’t be. In those
cases, food must be allowed to move.
Eliminating barriers to the international movement of food
is one of the most consequential ways to eliminate hunger
and improve the lives of billions of people. It increases food
availability and affordability by creating opportunities for
all farmers to access larger markets, and by integrating
economies – it reduces political instability.
These open markets allow supply and demand to trump
other factors, which creates continued impact on costs,
environmental footprint, and food choices.
In the past 8 years, trade of meat and poultry globally has
more than doubled in value, growing at about 9% annually,
totaling US$134 billion in 2012.43
When Trade Increases, the
Availability of Food Increases and
Prices Decline
When greater quantities of food are available at affordable
prices, consumer consumption grows. For example, since the
North American Free Trade Agreement was enacted, per
capita consumption of pork in Mexico has jumped from just
over 20 lbs per capita to nearly 40 lbs per person annually.45
That means millions of people with improved diets, breaking
the cycle of malnutrition and improving lives!
Meanwhile domestic production has actually grown,45 proof
that imports can improve consumer access and affordability
without harming the local industry. In fact, in most cases,
the local producers increase efficiency and ultimately local
production grows.
Trade Increases Sustainability
Growing food in highly productive areas where the resources
exist, then moving it to areas of need, offers far more efficient
use of resources. In fact, transportation accounts for less than
4% of the environmental impact of food production. Further,
it’s cost effective. Refrigerated freight for a pound of meat to
Asia adds just 15 cents on average to the cost.43
Reverse Trade Developing
to Secure Food
We’re seeing increasing examples of reverse trade – foreign
companies and governments buying land and food production
companies in highly efficient markets. China has invested in
farmland in Africa, dairy companies in Europe and recently
purchased the largest U.S. pork producer. For example, in the
United States today, about 20% of chickens, 21% of cattle and
44% of pigs are processed by foreign-owned companies.44
Foreign Ownership of US Food Production
21%
44%
20%
Expanding Trade Opportunities
Requires Will and Commitment
Reducing and eliminating tariffs, investing in infrastructure
and implementing a science-based regulatory system take
big-picture thinking and political courage. Still, food duties are
among the highest for all goods at about 18%.43 While there
has been progress, 160 of the 181 WTO member countries
have at least one tariff line on food in excess of 100%! We
can no longer allow politics to trump food security. The WTO
estimates that reducing barriers on goods and services by one
third would add US$613 billion to the world economy. The
first steps start by reducing and eliminating key trade barriers.
Tariffs Highest on Food
45
Food,
Beverage,
Tobacco
Products
18%
Animal, Fish
Vegetable
Products
12%
10%
Textiles,
Wood Pulp
Machinery,
Transportation
6%
0%
10%
20%
Enough | 19
Make Food Security Your Cause
Food security isn’t a problem that will solve itself. It requires
a group of passionate people to fix it. A group of people that
believe a solution is possible. We believe a food secure world
can exist, a more sustainable, more peaceful world. The
choice is whether we will stand up for food security or stand
against it by remaining complacent.
Join the movement TODAY!
Sign and share the ENOUGH
declaration and receive bi-monthly
e-magazines to stay informed. The
first people to sign up can also receive
a free “Enough” t-shirt.
Go to sensibletable.com
and click on the “Join the ENOUGH
Movement” link.
Have you
heard enough?
Join the movement! The
first to sign up will get
a FREE Enough t-shirt
so you can show your
support for feeding all
the people of the world.
Make SensibleTable.com Your Food
Security Resource
Engage – Download the ENOUGH advocate
toolkit and use with your network. Connect with
1 of the 6 Faces of Food Security. Create your own
story and vision and engage with key people in your
circle of influence.
Join the conversation on Twitter: #Feedthe9
Follow @elanco, @jeffsimmons2050
Author
20 | Enough
Jeff Simmons, Elanco
Since 2008 Jeff Simmons has served as
president of Elanco, an innovation-driven
company focused on improving the health,
well-being and productivity of animals.
Elanco’s vision is Food and Companionship
Enriching Life. It is at the core of all we do.
We’re in the people business. We enrich lives
by delivering safe, affordable, abundant food
and by helping pets live longer, healthier
lives. People with access to the right foods
are healthier and Elanco will be a leader
in helping people access and afford these
better calories.
Simmons’ convictions and learnings come
from Elanco’s cause-centered culture where
the 4,000 employees focus on keeping the
cause bigger than themselves and working
in a collaborative way. This report outlines
his vision for a food secure tomorrow gained
from perspectives of these employees,
farmers, food chain leaders and consumers
around the world. It serves to generate
a movement to fight for the necessary
solutions to food security.
Simmons’ faith, foundation growing up on
a New York farm and global experiences in
more than 2 decades with Elanco created a
deep conviction about the need for solutions
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to achieve global food security. He believes
we must all become activists for what we
truly believe.
CFI 2013 Hunger Solutions
Survey Experts
Loinda Baldrias, University of the Philippines
Sylvie Brunel, Universite Paris-Sorbonne
A graduate of Cornell University, Simmons
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Salvaction Bulatao, Philippines Department
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Contributing Writers
Jason Clay, World Wildlife Fund
Roger A. Cady, Elanco
Colleen Parr Dekker, Elanco
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