What exit for Brexit?

March 8, 2019

As the deadline looms, nothing is clear about what will be next for Brexit. At this stage, it is everyone’s guess, and I do not have a crystal ball. However, one can make a number of statements about what is already obvious.

First of all, I suspect that everyone would agree that the current situation is a mess and a mess is never a good basis to build something on it. The adage that the failure of preparation is the preparation of failure has probably hardly ever been more relevant than in the case of Brexit.

Another obvious fact is that hardly anyone in the UK had thought of the entire process and about the consequences of a victory of Brexit at the referendum. The current situation is now different in the sense that there have been two years of real discussions about what Brexit actually means. One can wonder whether voting in a referendum without knowledge of what the result may mean is not very conducive for a strong future. Yet, this referendum, just like most other referendums, has been organized without providing thorough understanding of the consequences to voters. Democracy maybe the best system in spite the fact that it is not perfect, a democracy will not be strong if it rests on ignorance and bias, but that is another story. Another aspect that deserves some serious thinking about referendums that mean a rupture is that majority should be a proper majority to enforce the result of the vote. There are many systems. Some choose the absolute majority as a valid number. For some decisions, a majority of two-thirds is required. What is the right number? Well, considering the many times people argue that those elected do not represent the people because of low voter turnout that makes them elected by a minority of the total number of eligible voters, while being elected at a majority of votes actually put in the ballot, it is not that much of a silly question. The very least should be that a drastic rupture with the status quo should not pass unless at least 50% plus one of the total eligible voters would be a fairer absolute majority. Brexit did not get the votes of 50% plus one of all eligible British voters. Only a minority of the people decided for it, and not based on solid knowledge of the matter, either. Considering the mess that resulted from this, would it be illegitimate or unreasonable to want to reconsider the result of the referendum?

The British Parliament is struggling with this, and does not seem to find a workable solution. The EU is not faring all that much better. Clearly, on both sides, many would really like more time, but the political game in the public eye also forces them to take more rigid stances. Yes, I guess theatre improvisation is not an easy art to perform.

What do I think will happen? It is difficult to say but I believe that both sides will try to buy some time to either find a workable agreement and/or to get the public accustomed to the idea that it may not be wise to proceed with Brexit and find an honorable way out of the mess, probably through opinion polls and possibly another referendum, which this time will happen with voters being much better aware of what Brexit means. After all, the number of searches on Internet about consequences of Brexit peaked after the referendum, which clearly showed that voters went to the polls ignorant and started to educate themselves only after the facts.

What do I think should happen? All of what I have written above. A good first step would be to acknowledge publicly all the mistakes made in the entire process, without trying to point fingers at anyone because, frankly, everyone has contributed in some way to this mess. The second thing would be to acknowledge that it is only a minority of the people who voted for Brexit and start a conversation of what an absolute majority parameter would be for decision with such consequences. And finally, unless a workable agreement can be found within reasonable timelines, just put Brexit on hold and start a national debate with no particular deadline. Instead, it would be more productive to have a thorough reflection, both in the UK and in the EU, about the role and the functioning of the union to meet all the future concerns of the European and British people, in order to build a strong region that will become the leader the world needs, because even though the EU has many shortcomings and flaws, the current and potential alternatives are worse.

Copyright 2019 – Christophe Pelletier – the Happy Future Group Consulting Ltd.

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Why we are not solving the climate challenge

November 30, 2018

The latest report on climate change published last week was not cheerful. Instead of making progress towards the goals, it appears that we are off course and actually deviating further away. None of the G20 countries will achieve their goals. The world has had plenty of notice and time to act, but clearly success is further away than before, but probably less so than next year and the years after. Why is it so difficult to do the right thing, then? Well, there are a number of reasons for this and this does not bode well. Here they are, in no particular order.

Reason #1: We are not scared, yet

Whenever a devastating climatic event hits us, it is not really perceived as a threat for those who have not been affected. Like any dramatic piece of news, people read about it, think how terrible it is for a few moments and then move on and forget. It is a bit like car accidents. Everyone thinks that it won’t happen to them. Even if you are a good driver, you never know when a bad one will cross your path, and it is the exact same thing with climate. The consequences do not stay within the borders of the countries that produce emissions. It takes only one bad neighbour to spoil it for everybody. The consequences go all over to the neighbours just as well. In my book We Will Reap What We Sow, I addressed the denial and procrastination by making a comparison with Pharaoh in the movie The Ten Commandments by saying that the leaders of the world may pay attention when their first born will be killed in such a natural disaster and just like in the movie, they might grieve for some time and then decide to taunt fate again. I believe that is exactly where we are heading.

Next to that, as long as insurances are willing to cover the damage, a false illusion of protection will still exist. Be assured that if insurers decided to not cover climate change related damages, the debate would change rather quickly. Last summer, there was a wildfire rather close to my place. It was the second year on a row that the region had been hit by forest fires. I can tell you that this time, considering the location and the direction and strength of the wind, I was seriously worried. We were lucky and the fires were eventually contained. We had to breathe very smoky air for weeks and our air quality was worse than Beijing or Delhi, though. In my opinion, we should be a bit more scared by what is going on than we currently are.

It is difficult to scare people by talking about just a couple of degrees in 80 years from now. Presented in those terms, it sounds benign. That, too, is part of the procrastination problem. We need to hear where there is going to be devastation, how big it will be and how much it will cost. If the problem is big and serious, it must sound that way.

Reason #2: We have no real vision for a different, better world

It is nice to look at alternative energies and all sorts of innovations, but they will not happen unless the numbers (meaning the $$$) work out well. That is the problem. Technically, everything is possible. We could replace fossil fuels rather quickly but the economics as stated today do not stimulate change. To change the economics, it would be nice to start by stopping subsidizing the disaster, but we do not do that. The problem with climate a change and economics is that there is a simple reality: it will cost money and we all will have to pay a share. The worst part about this is that the longer we wait to invest in our future, the more expensive it will get.

But beyond the boring money concerns, what we need is a vision of our future world. How will it look like? How will people be able to have a decent standard of living (oops, money matters again)? What are the jobs of the future and which ones will disappear? Will it be a safe or dangerous world? There are many questions to answer if we want to create good will for change. There is no such thing as fear of change as such. Fear of change is actually the fear of loss. What I might lose is the primary concern. To alleviate this concern, clear and reliable vision is a prerequisite, and we do not have any at this moment. There is too much focus on problems and not enough on solutions. Without a vision that speaks to people, there is no reason why they should get excited about change.

Reason #3: There is no plan

Since there is no clear and strong vision, there cannot be a plan. When it comes to climate change, all we hear is an abstract-sounding target of limiting temperature increase to 2 degrees maximum, even though it sounds specific. What does that mean concretely for our daily lives, starting today? Who is supposed to do what and by when? All the climate agreements have been non-binding, which means that, in terms of determination, they compare with the average person’s New Year’s resolutions. It is obvious why the agreements are non-binding. If they were, there is not one single country who would commit. Countries have goals. It almost sounds like a plan, except that the goals are not really specific. Indeed, which sectors of society, business, governments and non-governmental organizations are supposed to do what? Does any industry have goals to achieve? Not really. Look at the car industry. Since the economy runs better, they have decided to stop the production of small cars and focus on larger cars, mostly SUVs and trucks, which consume more fuel  than the smaller sedans. Why? Just because the profit margin on larger vehicles is higher. At least, during the Great Recession of 2008 and the following years, when gas prices were much higher and the economy was hurting, sales of small economical cars were out performing the big gas guzzlers. Maybe economic hardship is what is needed to fix the problem. We just never really learn, it seems. Let’s face it, we have no plan and everybody does what is in his/her best interest, or just suits them best, on the short term.

If we and all the leaders in all sectors of society had a plan, there would be clear instructions about what is required from us. Nobody is giving instructions to people like me about how I should and could reduce my environmental footprint. There is a lot of PR and marketing, though, but the underlying message from businesses is really the same as before: buy as much goods as you can from me. It is all about volume, while the solution is to replace volume to shift from always more to always enough.

The most important part of the plan would be the transition plan. Setting targets without defining all the concrete practical steps and how to measure progress is rather pointless. How do we get from situation A to situation B? How long does it take and how do we ensure progress? Let me know if you know because I do not see anything of the kind.

Reason #4: There is no collective coordination

Besides the goals, a good plan would indicate clearly what the respective responsibilities are of all organizations and individuals. It would be clear what the contribution of each entity needs to be. This is essential for a plan and in particular for the transition plan. Since we are all in this together, success is about team work. Everybody must be motivated, must believe it is the right thing to do and participate. How many of you have received clear goals and a mandate to participate?

Yes, we can fix the problem. We did fix the hole in the ozone layer, didn’t we? We also fixed acid rains, didn’t we? How did we do that? Simply by defining very clear and specific goals and allocating them clearly. The team knew what to do, who had to do what… and they did it. Regarding climate change, we are just 25 years late. Countries reject the blame on each other instead of finding good agreements on how to fairly solve the problems and help each other out of trouble.

Reason #5: We prefer to blame than to fix

As I mentioned earlier, emissions from one country travel all around the Earth. Eventually, we all own and share all emissions, not just the ones we create. We are collectively responsible and the problem can be solved only collectively. That is tricky in a world where individualism spreads everywhere. The result is that we focus much more on who is to blame than on fixing the problem. We have limited time to fix the problem, but once it is fixed, we will have ample time to figure out who was to blame if we think it is a useful way to spend time.

Let’s face it, everyone who indulges in the consumption society is to blame, but of course, as Jean Paul Sartre wrote “Hell is the others”. Unfortunately, we have created a society in which we all feel so entitled to pretty much everything; we have lost the sense of what the value of things really is. Our entire economic system is about more for me here and now. Of course, changing this philosophy will not be easy because to fix the problem is going about to give up something and that is tough. Of course, we can choose not to act and Mother Nature is going to fix it for us. I suspect that then all the consumption aficionados will turn to their mother (nature) and say angrily that is it not fair and that they hate her. That is always how it goes when mommy decide to clean the little one’s messy bedroom. So who will fix it:  we or Mother Nature? The choice is ours.

Reason #6: Short term prevails

This is a basic human nature trait. The short-term always comes first, before the long-term. It is certainly interesting to try to bring a message of responsibility about future generations but the human animal is not wired that way. Only very few people are truly altruistic and have the willingness to give up their own interest. The only way to get people to have a balanced approach between the short term and the long term is by creating a trade off that is worth it. Here, the key word is trade. If we want people to give some of their short-term comfort for future generations, we must give them something in return. Give and take is a very basic human characteristic, too. So what can we trade off? Let’s not be naive, what will work is always something of a material nature, in particular money. As time runs out, there is not much time for cute negotiations. We are going to have to bribe the current generations to do something for the future ones. It is just that simple. Of course, somebody is going to have to pay for it. My guess is that it will be all of us, present and future. There is no real alternative to that, and it is time we all realize this it is what it is going to be.

Reason #7: Lame leadership

I wish I did not have to say that, but it is truly part of the problem. Our leaders are not really leading when it comes to climate change. As I mentioned earlier, they have not presented a vision of where our world is going and how our lives, private and professional, will be in the coming decades. They have no detailed specific plan to transition to the future and they do not have the gut to enforce change. They mostly give lip service. I understand that. When you have to face elections every so many years, you do not want to upset the voters. You do not want to put their jobs at risk and you do not want to cause a recession or worse. That, too, is very human. But the job of governing is not about trying to please all the time. Just as there is a difference between being friends and being parents, there is a difference between being a head of state and being a demagogue. In exceptional times, tough decisions come with the territory. As a leader, if you cannot take the heat, get out of the kitchen! Being a leader is first of all to take good care of your followers so that they can make it to the destination. Communication is a crucial part of leadership, especially when it comes to change. A leader must explain what must change, how it must change and what it will take to succeed. There is never enough communication about change. It is the only way of making it sink in the people’s minds. They have to get acquainted with the idea and they also must be part of the conversation to develop a sense of ownership of where things are going. About the climate change issue, the communication has been insufficient by far. This lack of communication is largely responsible for the lack of trust in politicians and why the people think their leadership is disconnected with the reality of their daily lives and concerns. Leaders must reassure people. Instead, they too often worry them. Other important thing to mention is that every society has the leaders it deserves.

Reason #8: There are powerful opponents

Not everybody is pleased with the potential change that the climate change challenges are calling for. This is the main reason why they work hard to discredit the scientists who report about their findings. As I said earlier, fear of change is really about fear of loss and the climate change deniers are no different than the average man about that, even when they happen to be millionaires or higher. What are they afraid to lose? Well, it is always about the same: money. Either because they would have to accept higher costs of operation or possibly seeing their business die or simply lose their jobs and livelihoods. I can understand such a fear when the person in question could lose his/her job and not find employment easily and land into financial hardship. I find it much more difficult to understand that from billionaires who have nothing to worry about in terms of financial security. Actually, I would expect from true captain of industries that they see opportunities in new business activities and venture into them for both their benefit and society’s. Perhaps, it depends if they are billionaires by hard work or just by birth.

Reason #9: We are addicted to materialism

The so-called consumption society has been acting like a drug dealer in a way. Most people are so hooked on buying stuff that they can’t stop. The banks have contributed greatly to the problem but lending money too easily so that people who cannot afford stuff can go to the mall and buy just like the rest. The flip side of this addiction is that withdrawal is not easy. Everything is about tempting the client. It is not just businesses that lure consumers but peer pressure joins into pushing people into buying more stuff. Perhaps, it is easy for me to say this because I must have some sort of a temptation resistance gene. Marketing leaves me completely cold and I buy something only if I need it, not because someone wants to sell it to me. My wife calls me a minimalist. I am not sure what that means but maybe I am. All I know is that I live happily and I do not have any creditor breathing in my neck. Along with this personality trait of mine, I also have no problem making sacrifices if needed. I can wait to buy something. In a way, my motto could be “if you don’t need it don’t buy it/if you can’t afford it, don’t buy it”.

About climate change, sacrifice will be part of the game one way or another. I believe that it will be quite useful to realize that life cannot be about instant gratification all the time and that happiness can be found through many other ways than through buying “stuff”. Of course, such an approach is going to conflict with our dominant economic model.

Reason #10: The economy and financial system is all about growth

All our economy revolves around always more. In a finite world, it is just a matter of time before such a model comes to an end. In biology, there is a distinction between growth and development. And it is a very important distinction.  I believe that when it comes to economy and finance, the distinction between the two terms has blurred out and it might very well be the root of a misunderstanding that might prove very costly in the future. I am all for development, but I have mixed feelings about growth. As an example, I would mention an animated graph that has been circulating recently on social media about the variation of GDP per country between 1961 and 2017. It is a cute animation, but I do not find it all that interesting because the GDP depends for a part of the size of the population. A graph showing the GDP per capita would have been a better indication of the wealth of the inhabitants of the different countries, although an average does not say much about distribution. I also would have preferred to see a graph showing the distribution of that wealth with the people of the countries, as this would be a good indication of whether the countries takes good care of their people or not. I also would have liked to see the graph with the ratio debt/GDP and deficit/GDP. I suspect those graphs would have told very interesting stories. For a country, the GDP is just the same as what the sales revenue is for a business. It is not a particularly good indicator of the profit or of cash-flow.

Growth is also the magic word for stock markets, and in particular of the share price. Since the entire financial system is locked in stocks directly and indirectly, any stock market crash will affect everyone, because even people who do not own stocks depend on the markets (just think of how deep in stocks some pension plans are).

This is why the climate is tricky to handle because if company stocks from environmentally damaging companies or industries crash, the entire system can potentially implode. The best way to prevent this would be to have a plan, and in particular a transition plan ready so that company could transition smoothly and thus avert a market crash, but we haven’t got that. As we all know, there is a lot of short-term activity on stock markets and there, too, short-term prevails over long-term. Speaking of short term, CEOs have to present their results quarterly to financial analysts. Compare that with elections only every 4 or 5 years!

Reason #11: We are increasingly disconnected from Nature

This is a consequence of how our societies and economies have evolved since the first Industrial Revolution. Today’s most obvious consequences are mass production and mass consumption, which relocated human populations from rural and agricultural areas into urban centers and the trend, continues. There are a couple of generations who have never really been in much contact with Nature. Surveys for city people about where they think food comes from are always revealing. In particular, with animal products, it is amazing to see how many people do not make a connection between eggs and hens or between milk and cows, or even between a live animal and its meat. I strongly believe that when we lose the connection with nature, we also lose a sense of where we come from and what we are about. If we do not understand how Nature works, it is difficult to respect it and when we do not understand our biological nature, we also lose respect for life. Unfortunately, we look at ourselves less and less as biological entities and more and more as legal entities. This trend worries me.

In a way, the so-called primitive societies (which I am less and less sure that they were that primitive at all) had a strong respect and fear for the forces of Nature. The term Mother Nature that I have used above is reminiscent from this respect and fear. We would not mess with it because we understood that we could be punished. Once the connection with Nature fades, the punishment part fades too. Then, we are just too happy to take and not give back and this is a serious mistake. Sustainability and circular economy are all about giving back so that the cycle can continue. This part we tend to have forgotten and this is why we shifted away from always enough to always more and that we will have to revert to the original concept because always more is not sustainable but always enough is. Here is your challenge!

Reason #12: We put too much faith in technology

Understand me well, I am all for technology and innovation. That said, technology is only as good as how we use it. I have mentioned in earlier articles how important this subtle distinction is. I am convinced that as of today we already have all the technology we need to mitigate climate change and have happy lives. So, why don’t we solve the problem? Once again the magic word is: money. For many of these technological solutions, the economics do not favour them, but favour the current destructive system. A part of the problem is in the allocation of where subsidies go. We encourage non-sustainable systems to survive while we do not reward enough sustainable solutions. Another important aspect of whether technology can help us overcome the challenges lies in our behaviour and that is independent of technology. Technology can only help us if we want to help ourselves first. Keeping our same bad habits of wasting and overconsumption and hoping that some new technology is going to clean the mess for us without us having to make any effort of any sort is completely delusional, not to say completely immature. There cannot be any solution if we do not change ourselves. I could paraphrase both Einstein’s quote saying that insanity is doing the same thing and expecting a different result and Ghandi’s saying that we must be the change we want to see.

Copyright 2018 – Christophe Pelletier – The Happy Future Group Consulting Ltd.


Almost nine years of The Food Futurist and a new approach

March 26, 2018

Time flies by. It feels like I started this blog yesterday. Yet, next April, it will be nine years ago that I started to write some random thoughts without any much other purpose that put them in writing. I had not thought that what was coming next would be as successful as it has been. So let’s review quickly a bit what has happened in the past nine years and where it will head in the future.

First, it is good to remember that nine years ago the world was experiencing a major economic crisis and commodity prices were at their high. As a result many people were concerned that agriculture would not be able to adjust production to meet future demand. The topic of the future of food and agriculture was rather hot. For this reason, interest for my articles was growing as I was posting more of them. This led me to expand and compile my material. My first book, Future Harvests, was born and published. To my surprise, the book sales exceeding my expectations and my name started to circulate. Customers started to come to me. It is remarkable in a way that I never had to prospect for customers. The interest for the topic and for my work led me to publish my second book, We Will Reap What We Sow.

The rather modest blog has delivered. I did many presentations and participated to many conferences internationally. I have been interviewed many times by both mainstream media as specialized media from a number of countries. My articles and books seem to have found their ways in high schools and university in many countries, too. Customers came to me to have my views on what is coming and appreciated my approach. The outcome has been very positive. Personally, beyond the assignments, I am quite happy to see that my predictions have been accurate and that I could see future developments earlier than others. This is why and how I truly add value to my customers. This sense of anticipation is a complete part of who I am. It has always been. I have no idea where this intuition and sort of sixth sense comes from but it is there and quite real.

On the other side of these positives, I have to admit that I am a little disappointed, in a relative manner though. If I can be proud to be ahead of the pack and see things earlier than most people, it also means that they do not anticipate the changes and the opportunities to come as well as they should and could. I find this worrying especially in the case of large organizations, be it corporations, governments or NGOs, because considering the resources that they have, I should be irrelevant and the one to be left behind. On my FAQ page I give a couple of examples about the FAO, but I could make a much longer list of similar cases. Believe you me, if I had their resources, I would be a rocket launcher. Another source of disappointment, although not to common fortunately, has been those who clearly felt threatened by the knowledge I was sharing with their organizations. It was truly amazing to see that particular global corporate senior executive, in charge of group of almost 100 strategists from all over the world, monopolizing the microphone for an endless attempt to show he knew more than I did anyway. I don’t know if he did and I don’t care but it was an awkward situation and quite a few of his employees were exchange looks with me showing the same kind of awkwardness I was experiencing. There have been other occurrences of people who simply do not want to have an open mind because they have difficulties with disruptive change coming their way. They can cling to the present but they won’t last. Pity because all the predictions I presented them have now materialized. As I said, such negative experiences have been rare and I never quite understand why any organization would want to hire someone like me if all I could tell was stuff they already know. Where would be my added value then? They should have been happy that I was presenting them a new vision of the future and should welcome the opportunities that they offer.

Change happens everywhere and for everyone. That is true for me, too. This is why the time has come for me to rethink my role as The Food Futurist. For how accurate my predictions may have been, as time goes by, more and more people have become aware of things to come. I do not see the point for me to keep on telling the same stories over and over again. The added value fades over time and I do not like to be in the herd.

The first change that I want to implement is a shift from the likely future towards the desirable future. So far, I have been focusing more on the rational and factual aspects of the future and the changes happening. This more analytical approach is somehow easier in the sense that people are, believe it or not, rather predictable. History tends to repeat itself. By shifting to the desirable future, I will be able to bring more of my own vision and in particular pinpoint the absurdities of our current systems and why keeping on doing more of the same, although in a slightly different packaging, will result in the same results.

Bringing in my personal opinion instead of rationalizing the dynamics of change will also allow me to focus more on philosophical, and possibly, political aspects of the future. It is my strong conviction that when it comes to the future of food and agriculture, there is a strong imbalance between the technological aspects and the human aspects, the latter being gravely neglected and if we do not change our attitude about this, there will be negative consequences. The future of humankind is really about humans. Unfortunately, we do not think enough about the future in human terms. I will explore this further. Forecasting the future of technology is easy. What everyone talks about nowadays is what I have talked about years before. Only those who sleep haven’t read or heard about all the tech possibilities. Time for me to go beyond what everyone can find online easily. I won’t add value to you and to myself by settling in the herd and talking about same stuff as dozens others do. Anyone with half a brain can do a Google search and write a book about future technologies. There is all you can find. There is the realistic and the fantasy just as well. What does it matter, since the future is later? Technologies that will not deliver will be forgotten and for technologies that deliver results, it will be easy to say “told you so”.

My goal will be to develop a vision that is centered on human prosperity and happiness. It must be clear that I do not intend to neglect new technologies because future tech developments will affect our lives. Instead of looking at the future from a futuristic point of view, I will do that from a quality of life point of view and look at the practical consequences of change, even more so than I have done so far. I wish to engage in a reflection process more than simply play futurist/consultant because the latter too easy and the former hardly anyone really does. I like to be ahead and I like to be different.

In the future, I might talk less about food and agriculture specifically and more about big picture and connecting the dots between food and agriculture and all the other dimensions. My philosophy in life and in business is simple. Everything I do, I do not do for my personal glory. I could care less about that. What I do is for you, for my customers and help others expand their horizons and think more. The thinking part is becoming more and more of a necessity, especially in a world where everything seems to be aimed at distracting people from thinking too much (having a brain and using might be subversive you know) or simply inhibiting them from thinking thanks to political correctness which is no different in its purpose and functioning as a thought police and insidious form of dictatorship.

For the future of this blog and of my work, there will be more love and more tough love. I will be more direct and outspoken. I will challenge leaders, because they really need to be challenged. I won’t do this in an aggressive manner but I will pinpoint the weaknesses and demand higher standards. The “me here and now” leads only to disaster. I will bring more of “the others somewhere else and later as well”.

Copyright 2018 Christophe Pelletier – The Happy Future Group Consulting Ltd.


Perhaps the ultimate challenge

July 1, 2017

There certainly is no lack of challenges on the path to feeding a growing world population, but a successful future does not just stop with food volumes. Beyond quantity, it is necessary to ensure that people eat balanced diets. Of course, this is true for those who are food insecure and need help to be able to access more food, but it just as true for the overweight and the obese. The health cost to society is high and is so the cost to the environment. Although excess calories end up as body fat and not in landfills, overweight and obesity should be looked at as food waste nonetheless. After all, body fat is food that has been produced but not consumed for any useful purpose. The problem is only getting bigger as rates of obesity are increasing among the population of emerging countries and are reaching alarming levels. It is not a Western countries’ problem anymore. It is a global one. There is no one particular cause to explain this trend, but it is a combination of lifestyle, example at home and education about the basics of nutrition. We are what we eat and we eat what we are. Diets are undoubtedly a reflection of society and its values.

One of the drivers of today’s economies is growth and too often this concept is restricted to quantitative growth. We must be honest and recognize that our food and agriculture systems still are greatly production driven. Although the idea of a market-driven approach is widely spread, the practice seems to differ, and it looks like it is only translated in marketing-driven instead, always with an underlying production-driven thinking. About all food sector and companies always look for ways to sell more volume. There is competition within any particular industry, but also between industries. For example, in the animal protein sector, poultry, pork, beef and fish are always trying to get a higher stomach share at the expense of one another. Usually, the main decision factor for consumer to make their purchase is the relative price of one type of protein versus the others.

The main message that consumers receive every day is: eat more of this or more of that. Then, it is only normal that they do just that. Why expect any other behaviour? The result is a value system of always more, without really thinking about how it all adds up, while it should be about always enough. Overconsumption leads to waste and to unbalanced diets. Waste is the number one enemy of sustainability, and educating the public about proper diet is actually an important weapon in fighting waste, but it is a difficult one. Although good habits are generally not any more difficult to adopt than bad habits, it seems that the latter group is more attractive. Changing eating habits is all about education. It starts at home and in school. Actually, it is rather easy to learn about the proper ratios between protein, fats and carbohydrates –both fast and slow ones- that are needed in a balanced diet. Information is everywhere, but unfortunately, the lack of education and therefore knowledge about nutrition results in many consumers having no idea how to read labels and how to compose proper meals. If our lifestyles and our needs have undergone major changes over the past five or six decades, physiology of digestion and nutritional metabolism have not changed much at all over the tens of thousands of years that humans have been roaming the planet. It would seem obvious that such an essential element of life should be common knowledge, but it is not. An interesting experiment is to ask people at random what the nutritional needs of an average human being are. Usually, people have an idea about how many calories a person should eat on a daily basis. When it comes to how many grams of protein and even more so fat, then the faces tend to turn blank. Another even more interesting experiment is to ask the same question to people working in food and agriculture. Just go ask how many calories, how many grams of protein and fat. It is an eye opener.

It is possible to make consumer behaviour change from harmful to healthy. There are lessons to be learned from the example of tobacco. To change, consumers need the proper incentives, but the bottom line is that people change only if they perceive the change to be an improvement. Since eating habits rest on powerful psychological triggers, the difficulty is in finding the right triggers and creating a perception of reward. Food producers have a critical role to play in this transformation, and it has to be a collective and collaborative effort with all other stakeholders as well.

Copyright 2017 – Christophe Pelletier – The Happy Future Group Consulting Ltd.


Critical thinking in a world of fake news

February 20, 2017

Nothing seems to be more in the news lately than the concept of fake news. The issue of fake news is a great example of how technology in the wrong hands can create a lot of confusion and damage. Internet and social media are great tools that can serve the larger good if used with discernment, but they are so powerful that human nature can also express its darker sides in just as an effective manner. In We Will Reap what We Sow, my second book published in 2012, I explored how leadership and human nature could influence the future of food and agriculture. In one chapter, I was warning that the global digital village would follow the same dynamics as the regular physical little village, but with the potency of the speed of light. The Twitter and fake news mania that we are currently witnessing with the recently elected new world leader unfortunately illustrates my comparison. In the traditional village everyone would know about everything about everyone else and there would be no shortage of rumours and gossips. In the 7-billion people village, the exact same is happening. The difference is the reach and the speed at which it spreads. Human gullibility does not depend on the size of the population. The flip side of this medal is that distrust is spreading at the same pace. Paranoia becomes the counterpart of gullibility. Everything that does not please must be fake, right?

Over the years, the public trust in governments, corporations and more recently science and journalism has been only fading. Opposite to that, people have a blind trust in what they find on Internet, Facebook and other social media, as shows how swiftly and easily they share nonsense that becomes the new truth. The village dynamics create a new type of clans and tribes that rest on their own sets of beliefs and, more worryingly, their rejection of the other tribes’ beliefs. It feels like we are regressing into digital feudalism where the truth does not matter, even if it could mean self-destruction. If you have any doubt about the reborn tribalism, there is a social media engagement platform called trib.al. If you still have doubts , check the following picture I found on Twitter.tribe

Why approach the future of food and agriculture in such terms? The future is not about tribes. It is about collaboration and cooperation between ALL stakeholders regardless of their particular views on the subject. That is the beauty of democracy. Collaboration has always brought prosperity. Tribalism has only resulted in chaos, as we can see every day, unfortunately.

In the food and agriculture sector, controversies have been around for quite some time and there are new ones coming all the time. In the sector, we have been dealing with many opinions, ranging from criticism to plain fake news. And let’s face it there has been some of that on both sides. The food fights have been lingering too much on problems and positions and not enough on solutions and cooperation. How to revert from tribalism to universalism in a world stuck between tribalism and paranoia? It is not easy but it is not impossible, either.

critical-thinking

Interesting chart I found on kariecolgy.blogspot.com

In my opinion, the solution is critical thinking. It feels too often that at some point in time, common sense has disappeared and that choosing a set of beliefs is more important than finding the truth. One of the reasons may be that tribalism is more comfortable and less threatening than being proven wrong. Whichever the reasons may be, it is time to reinstate common sense and its twin: critical thinking. Humanity will only progress and solve the many future challenges only by accepting reality and rejecting delusion. It might not be as comfortable in the short-term but it is the only way. If we do not want to see the problems as they are and choose for safe before sorry, it is highly likely that we will end exactly that: sorry. To reinstate critical thinking, it is essential to also make the distinction between critical thinking and criticism. Too often, these two are confused for one another. It is a mistake. Critical thinking is about taking nothing at face value and double checking the facts. It is the search for errors in the thought process to develop a better one. Criticism is only the first step of this process and it generally is received as negative, and sticks there. Critical thinking starts with positive attitude.

There is great value in challenging and being challenged. It stimulates thinking and more and better ideas pop up because of that. This is only a problem if what counts most is whose ideas these are, but ego is rarely of factor of progress. No athlete will ever win the Olympics if he/she is not challenged by competitors, and the competition for being the best is what pushes them to push their limits always further. The role of critical thinking in the process of making progress and improving ourselves and the world around us is just that: forcing us to push our limits and be better. Half truths, or worse fake facts, actually keep us from improving, as they divert our energy in the wrong direction. I am lucky that in my Alma Mater, one of my teachers taught us critical thinking. He was passionate enough to turn me into a fan and, although it sometimes landed me in arguments, it helped me, my staff and my customers achieve more than we would have otherwise. For the future’s sake, let’s practice critical thinking and encourage others to do the same!

Copyright 2017 – Christophe Pelletier – The Happy Future Group Consulting Ltd.


What food will be Donald Trump be serving?

November 25, 2016

trumpfarmerAfter a rather unconventional campaign and an unlikely outcome, the American people named its next president. The many controversial and vague statements of candidate Trump have left most of the world with perplexity. The presidential election gets the most attention. The fact that the Republican Party will now control both the House of Representatives and the Senate, next to the White House received much less publicity, yet it will actually shape American policies in the coming years. The Republicans have full latitude to pass any law they want, with little opposition.

Is the Trump presidency something to worry about? It is difficult to say at this stage. It is probably a matter of hoping for the best and be prepared for the worst. Since his election, Donald Trump has sent mixed signals. He seems to realize that things are more complex than he presented during the campaign and on a number of issues he put some water in his wine, but at the same time some of his nominations to key positions in his future cabinet and staff raise question marks. It is always tempting to try to predict the future from a subjective angle but considering the show he put on during his entire campaign, it would be easy to jump to wrong conclusions. I prefer to look at his character instead. To me, Donald Trump shows a number of characteristics than I believe will define his presidency more than the controversies of the campaign.

As his victory in the election shows, Donald Trump is a fighter who does not give up and who is willing to fight dirty. He will be a tough opponent to deal with. Toughness is an asset but his weakness may lie in his black and white view of the world. For him, you win or you lose. Win-win may be a foreign concept to him and instead he might achieve more lose-lose outcomes. He also appears to be a pragmatic. He does not seem to have problems changing his mind if he finds out that some things are better than he initially thought, as he admitted about Obamacare for instance. Pragmatic does not mean that he will change is agenda, though. Clearly, he is a proud American and he will always put the interests of the USA and of Americans and of American companies first. There is also a bit of an idealist in Donald Trump. His campaign slogan to “Make America Great Again” reflects that. I believe that he has nostalgia of the America in which he grew up and that used to be the dominant force and culture in the world. Donald Trump is a smart man. He also appears to be a bit short-fused. The question is will he try to achieve his ideal by turning back at the risk of isolating his country and stagnating or will he create a new momentum and try to achieve a new leadership through excellence? Different approaches deliver different results

Regardless of these character traits, he is a hard-nosed businessman. He has clearly indicated that he will create a tax-friendly business environment and he will simplify regulations, which is not quite the same as deregulating, though. He will lead pro-business policies. In food and agriculture, this will probably lead to two consequences. First, the so-called Big Ag will get a push in the back from his policies. Donald Trump made a number of comments that indicate he has a problem with what he calls environmental extremists. The second consequence will be to see how he manages a pro-business stance with his expressed statements of also caring for the American consumers. Food fights have been vivid in the US for a while, in particular because of a distrust of Big Ag by many consumers. At this stage, it is difficult to say how Donald Trump will manage both the interests of corporations with the desires of consumers. I expect food fights to go on with the same determination as they do today. I also expect that the role and the mandate of the Environmental Protection Agency will be revised and weakened.

Altogether, for food and agriculture, I expect rather traditional conservative republican policies both in the US and abroad. America will try to get what it wants and will make it difficult for others to compete against them, as usual.  The world is a big place and new developments happen everywhere. Depending on America’s stance, the rest of the world will adapt its strategies accordingly. Some projects will be killed, such as the Trans Pacific Partnership. Other agreements and partnerships will be sealed both with and without the US. As I like to say when I have the opportunity: the future will be as bright as our leaders and we have the leaders we deserve.

Copyright 2016 – Christophe Pelletier – The Happy Future Group Consulting Ltd.


Who’s afraid of Brexit?

November 21, 2016

Brexit is a hot item. I am asked regularly what I think about it and I have to admit it is rather difficult to answer with any kind of certainty today. I hear and read all sorts of points of views and their opposites. The financial markets sent their messages and legions of experts have given their opinions but I see two main forces in what they tell us. The first thing is a lot of subjectivity. Most predictions I read seem to be more the result of spite, particular agendas or wishful thinking. It sometimes sounds more like what the pundits would like to happen to the UK and to the EU than the result of a solid analysis. The fluctuations of the Pound Sterling are also more the result of a lack of clarity than of a long-term view, but that is how financial markets work. Uncertainty opens the door to all sorts of rumours and speculations. When the crystal glass is too blurry, everyone develops his/her own scenario, which of course adds to the confusion, the uncertainty and the nervousness.

The only way to dissipate uncertainty is for political and business leaders to come out and say clearly what they are going to do and how. They also must explain what will change and that includes the good, the bad and the ugly. Brexit is about change and change always brings fear, which is really the fear of loss, as gains are usually never perceived as threats. The missing bit in the Brexit issue is the lack of clarity and communication about what the political leaders will do. Even the date of initiating the process seems rather fluid, not to mention those who say that it will not happen after all. As long as clarity and determination seem to still be missing, confusion will prevail. I believe that the situation remains vague simply because the leaders do not have a clear idea themselves of what to do with that referendum outcome they did not expect and therefore never really thought about what the next step should be. Just imagine what the reactions would be if the UK had the Euro as a currency and were part of the Schengen area…

road-for-the-ukWill the UK face an economic crisis or a recession? Maybe but maybe not. That would not be the first time and eventually the UK has always recovered. I do not see why this would be any different. I remember when Black Wednesday took place in 1992. By then, I was in charge of the UK market for a Dutch poultry processing plant. The UK was the main destination of breast fillets, our most expensive product and overnight the company turn-over was headed to a major nosedive. The Brexit excitement of today feels nothing like the panic of then. Regardless of how stressful it was, the Black Wednesday situation delivered some good lessons in term of business strategy that I am sure would be beneficial in today’s situation.

The first lesson for us by then was that having many of our eggs in the same basket was quite risky. The exchange rate and the law of supply and demand showed us that less attractive national markets became more attractive and we developed breast fillets sales outside of the UK, while the UK was more competitive outside of its borders. Markets dynamics changed but life went on. One of the most important functions of a sales department is to generate alternatives all the time. No alternative means there is no choice but to accept what the other party offers. The second lesson may be the most important. We had a good marketing strategy. We served the most demanding segment in terms of quality and we offered top-notch service. This made us the last suppliers our customers would want to eliminate and it gave us a solid leverage to renegotiate deals and compensate the loss due to the exchange rate. They wanted our product because it was supporting their business and they would not want to throw that value away. The third lesson is a correlation of the second one. We had chosen a specialized and growing market. By being market-oriented we were able to stay in demand and weather short-term market volatility much better than many of our undifferentiated competitors, both from the UK and the EU.

Because I have seen the benefit of a market-oriented value marketing approach, I can only recommend it as a choice in regards with Brexit. Even in a changing environment, if you have what the market wants, the market will want you. Crises are useful. They help eliminate businesses that are not adapted and not adaptable. The key is to find the customers with a future and help them to be so by delivering them superior value.

Copyright 2016 – Christophe Pelletier – The Happy Future Group Consulting Ltd.