A small step for retail, a big leap for mankind: why we should stop deep-cut promotions on meat
The world faces many challenges with climate change being one of the major ones. At the COP 26 Summit last November, it was reconfirmed that the food industry represents over a third of global greenhouse gas emissions. Knowing that 1.3 billion tonnes or one third of all food is wasted implies that 8–10 per cent of greenhouse gas emissions are associated with food that is not consumed. If we want to manage the 1.5°C objective, changes in how we produce and consume food will have to be made. Farmers, producers and retailers are all considering different options for how they can contribute to the food offering of the future. The EU is taking a leading role and has launched its campaign from Farm to Fork as part of its Green Deal. Sometimes, simple solutions are close to hand. Where ethics meet economics, small but efficient steps can be made.
It seems that several key drivers have come together over the past few years. Sustainability, the fight against food waste, healthy eating, fair trade, animal welfare and local food are key topics for every serious player in the food ecosystem. Other challenges such as margin erosion for retailers and suppliers, farmers struggling to survive or over-fishing of several species are not new and are unlikely to go away either. These challenges are adding another layer of complexity. Everybody is talking about them, but actions are needed in order to achieve the necessary results.
Food needs to be fair. Fair for the planet, fair for the producer, fair for the consumer. Retailers write ambitious sustainability charters and embrace their social responsibility. They have a leading and motivating role as guides to their shoppers. In the healthy eating debate, initiatives such as “5 a day”, Nutriscore or other traffic light systems on pack and in store are to be welcomed. However, retailers’ commercial policies do not always their stated ambitions. Consumers are asked to avoid food waste. Consumers are advised to eat less red meat. It is better for the climate and healthier for the body. Farmers are asked to reduce their livestock, whilst their income is under pressure. Not to mention concerns about animal welfare.
Why then heavily promote meat in store? Why discount meat prices? Buy 1 kg of minced beef and get ½ kg free; 3+3 sausages for free or a fresh chicken at €2.5/kg are common promotions. Is this ethically correct? Meat products are still used by retailers to entice consumers and as a promotional tactic versus their direct competitors. Being a central part of many diets, meat products generate volume and therefore a high turnover. Should this spiral not be broken? Which retailers will dare to stand up and be the first to ban deep-cut promotions on meat or any other live species? This would increase consumers’ understanding of the real value of food. It would increase respect for the role of farmers behind the products brought to our plates. Quality above quantity. Less food waste, less greenhouse gas emissions, more planet. It seems so simple and logical. Which retailer will rise to the challenge?