On Monday June 22 there was a debate on how food is changing at the international level, tackling the question from both the consumer and the industry points of view. The seminar was moderated by the journalistGad Lerner, and the panel was comprised ofMaurizio Martina, Minister for Agricultural Policies,Stefano Bassi, Chair of Ancc-Coop,Vito Mancuso, theologian,Giacomo Vaciago, economist and Chair of REF Ricerche,Marco Pedroni, Chair of Coop Italia,Vilma Scarpino, CEO of Doxa and Mike Watkins, Head of Retailer and Business Insight at Nielsen.
Thoughts on the future, starting from the evidence of numbers
Bassiopened the debate and concentrated on Coop’s chosen “value path which, in the Future Food District Pavilion, is investing in education to create informed citizens and responsible consumers”. This meeting was an opportunity to present the results of Doxa and Nielsen research into the attitudes of consumers and producers, taking a long term look. MsScarpinoillustrated a study based ona sample from eight countries(Italy, Germany, United Kingdom, United States of America, Russia, China, India and Brazil) which maps out people’s approach to food, from past years evolving to the present day. “Everyone”, said Scarpino, “tries to give their own meaning to food. For the future we are seeing a consumer who spends little time in the kitchen, who wants food that is quick and easy to prepare, but who hasan unemotional relationship with food.It will be healthier from the nutritional standpoint but more standardized, which will take away its convivial aspect”. The Doxa research also highlighted the fact that consumers will eat food that is more “manipulated”, and will be concerned about it in terms of safety.MikeWatkinsbegan his presentation concentrating on the kind of supermarkets we will have in a few years’ time, getting smaller and smaller, but less impersonal. “Online purchasing will have the lion’s share of business, in a world where companies will have to match diminishing resources with an ever more demanding consumer, who will be much less faithful to a make or brand and more interested in healthy products, and a constant demand of fresh food for immediate consumption”.
The problem of social justice cannot be forgotten
“I am convinced”, addedMancuso, “that it all starts in the mind, and we must put the problem of social justice on the table. We are not nourished by food alone, but also by feelings and ideals. This vision of “unemotional” food limits our food to its value as corporal nourishment but denies its capacity to create solidarity and humanity”.Vaciagofocused on food as the product of three elements: air, water and energy, but “without a long-term political vision, there will be no improvements for the population”.Pedronilavished praise on the Future Food District Pavilion, “which draws inspiration from an open-air market square with lower stalls, and provides detailed information on the produce on sale”. The Chair of Coop Italia was keen to stress “that 40 percent of Italian families have money problems which put their healthy eating in jeopardy, and they are prepared to compromise on the quality and safety of food so long as they save money. But Coop has a duty to provide good and safe food for everyone”. The final speech of the meeting came from MinisterMartina, who focused on “the progress made over the past 15 years in terms of combating malnutrition, as confirmed by the FAO report presented at Expo Milano 2015. The recent International Forum on Agriculture showed that developing countries are the ones with the most positive outlook towards the challenges facing agriculture, which will also impact future generations. In Italy we have an organizational problem. We are rich in agriculture but our farmers are too poor. However the world demand for Italian products is creating great opportunities”.
