How sustainable is “sustainable”?

The more as read about new certified sustainable foods sources, the more I start to wonder about how really sustainable they are. As I have mentioned before, I believe that sustainability is the only way forward because, per definition, what is not sustainable has no future, but I am beginning to have doubts about the credibility of some certification schemes.

There are two things bothering me:

  1. I thought that I had heard something about fisheries collapsing all over the world, but it sounds like more and more seafood is sustainable, and in such quantities that large retailers can offer it. Almost every week there is at least one new certified fishery and many more to come from what I hear. Does this really add up?
  2. Sustainable foods seem to follow the same logic as the consumption society that has brought us in such trouble already. The message seems to be: consume more of it because it is sustainable! I just miss the “consume with moderation” message.

Clearly, certifying sustainable food is a business, and definitely a big business growing further. Moreover, the more food programs certified, the more captive audit customers, therefore the more revenue, it produces.

In addition, it is very clear that there is a lot more “green” talk in business and marketing than actual improvement, at this stage.

Sustainability is a very serious matter, and therefore it is of the utmost importance that certification standards are above any suspicion. Only their credibility will allow us to make the proper progress towards a better future.

Funding and accountability to consumers are two important tools to guarantee such high standards and integrity. I like France’s Label Rouge model, because certification is carried out and supervised by the Ministry of Agriculture, therefore funded and accountable to the French people, their consumers.

Copyright 2009 The Happy Future Group Consulting Ltd.

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