Swimming in circles – Part II: BC salmon farmers are proud!

December 9, 2010

In Swimming in circles, I was mentioning that salmon farmers should communicate more about their people, their work and the pride of doing what they do. My article had caught their attention, as I have several contacts and retweets and other things of the same nature. I do not know if my article is the cause, or if communicating pride was in the works anyway, but over the last few days, I have seen quite a number of messages and blogs on that very theme. Of course, this made me curious and I clicked on the links. The titles were clear: they are proud of being salmon farmers, but the text comes a bit short of communicating the passion. That is too bad. I had expected better.

I do not think that the message will reach the public this way. What the salmon farmers need to do is to come over here to Vancouver and talk to people in the street. Only by having personal contact, will they have a true chance of convincing the passers-by. One of the reasons why the environmentalists are successful is exactly because they go to the people to bring their message. They ask you in the street if you have a minute to talk about whatever it is they want to talk to you. The salmon superheroes that I was mentioning in that previous article of mine understand that communication is a contact sport. They went to the offices of the salmon farming companies in Campbell River to hand over the (super?) condoms, even if that meant having to deal with the company’s security officer.

I know to ideal spots in Vancouver for such interaction with the public about salmon farming. The first one is in Kitsilano, at the corner of 4th Avenue and Vine Street. There is the Capers Community Market (now owned by USA’s Whole Foods Market). This is a store selling many organic food items, sometimes for twice the price as at the Canadian Superstore, for the very same items. Environmentally conscious Kitsilano shoppers are quite eager to pay the voluntary eco-tax (Unless in their case it is the ego-tax. Not sure). Interesting details: the David Suzuki Foundation, a strong opponent of salmon farming in open nets, has its offices in the very same block as this store. Great way of killing two birds with one stone.

The second spot is the Fishermen Wharf, near Granville Island. Fishermen sell their catches there to the same ecgo-tax volunteers. The public is welcome there with a sign telling “Friends don’t let friends eat farmed salmon” and other similar “friendly” slogans. After all, fishermen are proud, too.


The locavore’s dilemma

December 1, 2010

There is a growing trend, or at least a growing noise in favour of eating locally produced food. The “locavores” as they are called, claim that 100-mile food is the way to a more sustainable agriculture and consumption. Is this approach realistic and could it be the model for the future?

This movement is rather popular here in Vancouver, British Columbia. The laid-back residents who support the local food paradigm certainly love their cup of coffee and their beer. Wait a minute! There is no coffee plantation anywhere around here. There is not much barley produced around Vancouver, either. Life should be possible without these two beverages, should not it? The disappearance of coffee –and tea- from our households will make the lack of sugar beets less painful. This is good because sugar beets are not produced in the region. At least, there is no shortage of water.

But this is not all. There is no cocoa plantation around here, and believe me, there are many people who are addicted to chocolate. British Columbia does not produce citrus or other warm climate fruit. If we are to become locavores, we must say goodbye to orange juice, to lemons, to bananas. Even the so popular sushi must disappear because of the lack of rice. There are no rice fields in this area, and neither are there wheat fields. The Asian population certainly would have a hard time eliminating rice from their diet. The lack of wheat means no flour; and no flour means no bread, no pastries, and no cookies. The carbohydrate supply is going to be tough. If we must consume local, our lifestyle is going to change dramatically. Potatoes and cabbage is the way of the future. But before going all local food, the local locavores must realize that British Columbia produces only 48% of all the food its inhabitants consume. One out of two locavores would have to starve. Going exclusively local would also affect deeply the source of animal protein. Most of the animal feed is made of ingredients that come for much farther than 100 miles. The chickens and eggs would become less available. Farmed salmon, BC’s largest agricultural export could not use the type of feed they currently use, as fishmeal and fish oil come from Peru and vegetal oil comes from farms located far away. There would go many jobs with very little alternatives. If we look beyond food, other agricultural products such as cotton and wool would not be an option anymore. Cars would disappear, because the main component of tires, rubber, is not produced under this climate. The 100-mile rule will solve traffic problems. If local consumption is the rule for food, should not it be the rule for everything as well? China would probably have different views about this. Not only would their manufacturing collapse, but also if they have to produce food within 100 miles of the consumer, they would have to give up importing agricultural commodities. For them, a true locavore system would mean famine. The same would be true here in British Columbia. When people are hungry, they are not so picky about the distance from the producing farm.

The problem with concepts such as local consumption is that the basic idea has some value, but the idea quickly evolves into an ideology, and ideologies tend to make their followers stop thinking pragmatically. Today, the idea of eating locally in a place like Vancouver is possible because supply easily meets demand, thanks to the 3,000-mile foods. This is ironical. If the distance to market has to be within 100 miles, farmers in low population density areas, such as many regions of North America, South America and Central Europe, would have a different type of problem. They would produce an abundance of food, but because there are not enough people to consume it locally, the law of supply and demand tells us that the price of agricultural commodities would plummet, food would stay in storage and farmers would go out of business, while people in China, and in British Columbia, would suffer hunger. Clearly, the 100-mile diet needs some amendments.

Intuitively, it sounds logical that locally produced food has a lower carbon footprint than food that comes from 2,000 to 10,000 miles away. However, this is only partly true. The mean of transportation affects the carbon footprint. The environmental impact of transport is much higher for road transport than it is for rail transport, which is also higher than water transport. The type of transport also depends on the type of commodity brought to market. Perishables need to reach consumers as quickly as possible for shelf life reasons, while dry goods, such as for instance grains and oilseeds do not face the same kind of deadline. The quality of the logistics is also crucial to reduce the carbon footprint. A fully loaded truck is much more efficient than a local truck dropping small quantities in many places, thus driving around most of the time with empty space in the trailer.

The emphasis should not be so much on local as it should be about the search for efficient and low environmental impact. More than the distance from the farm to the consumer, it would be more useful to provide consumers with information about the actual carbon footprint of the products they buy. They would have the possibility to make the right choices. Retailers, too, would be able to make decisions about their sourcing strategies. Clean products and clean producers need to be rewarded for doing a good job. Here in Vancouver, local food products are more expensive than similar offerings from California, Mexico, Ecuador or Chile. How do you convince families with a tight budget to spend more for local products that look pretty much the same? This problem needs to be addressed. Currently, farmers markets are much about marketing. They sell the experience as much as their production methods. Only a wealthy minority can afford to buy on these markets. The prices are not based on production costs plus farmers income. They are as high as possible, because the farmers can ask these prices. The wealthy city dwellers are willing to pay a substantial premium above what they can buy from the local supermarket. In this relation farmer-consumer, the price bargaining does not take place. If these farmers were to try to sell to a grocery retail chain, they would never get the prices they get from the consumers who will not haggle about the price. This is why more farmers try to sell directly to consumers: they make more money that way. However, this might change in the future. A number of retailers are working towards offering “farmers market” products into their store. This already makes market farmers nervous.

Is local production for local markets the way of the future? My answer is that it partly will be and it partly will not. I do expect a shift of the location of production for perishables. Consumer habits will change, too. In the West, consumers have been spoiled. They can eat anything from anywhere at any time of the year. This luxury probably will not be affordable for long anymore. The superfluous will naturally be eliminated.

As the economics of energy, and therefore of food, will change, producers will increasingly locate their operations closer to cities; and even inside cities. Urban farming is a growing activity. Although it started mostly in poor neighbourhoods as a way of having a small patch of land for personal consumption, more sophisticated and efficient systems are being developed. My expectation is that production, and consumption, of vegetables and fragile fruit (for instance strawberries) will gradually become more integrated in the urban landscape than they are now. I also think that we will see animal productions, such as fresh dairy, poultry meat and eggs relocate closer to consumer markets. An interesting development is aquaponics, the combination of greenhouse produce with fish production in tanks. The production of non-perishables will not relocate. It does not have to. What will probably change is the transportation infrastructure in many areas where these commodities are produced.  This is good news for coffee drinkers and chocolate addicts. After all, transport of commodities over long distance is not just the result of cheap oil. The Silk Road and the spice trade by the Dutch took place before mankind even knew about oil. Trade has always been a force of progress for humanity. It helps an increasing number of people to have access to goods that make their lives better. The rules of trade may not always be fair, but like all human activities, it is a work in progress. Limiting our food supply to 100 miles would be a regression. Subsistence agriculture has not demonstrated that it could feed the world. Most of the people suffering of hunger live in subsistence agriculture areas.

(This topic is one of the many that are presented and discussed in my second book, We Will reap What We Sow)

For more on similar topics, please visit my other website The Sensible Gourmet

Copyright 2010 – The Happy Future Group Consulting Ltd.


Swimming in circles

November 21, 2010

If there is a never-ending feud in the food industry, the one here in British Columbia (BC) about farmed salmon certainly should be put on top of the list. The fight between salmon farmers and environmentalists has been going on for as long as the industry has been around, and it looks as if it will keep lasting for a long time to come.

In previous articles, I have addressed some of my views about the poor perception of some areas of food production and the inability of the industry to connect. The BC salmon industry certainly seems to have difficulties to fight this battle.

I still do not quite understand why they have such a hard time. On the other hand, maybe I just do know too well why.

The controversy is much fiercer in BC than it is in other farmed salmon producing countries. Perhaps, this is because BC farms salmon in the only region where wild salmon is still quite abundant, and this region of the world is still a direct interface between wilderness and human activity.

Opponents of salmon farming came out last week with “superheroes” who were going to put things right of course. Here is their website. Clearly, some people have a lot of imagination. Another PR event was the release, also last week, by the salmon farming industry of a 30-minute video, titled Silver Harvest,  that would put things right of course. Here is the link to Silver Harvest. These two recent PR activities made me come to write the following lines.

I have not so much to say about the superheroes stunt, except that their creators are a bit short on sense of humor and of creativity. Captain Condom? Batman and Spider-Salmon? Come on, anyone can do better than that.  Since they are there to save the wild salmon, the least they could have done is to give the names of the wild Pacific salmon. I had expected Captain Sockeye, Lady Pink, King Chinook, Mighty Coho and Superchum instead. Unless they are stuck in teen years, they sound more like Halloween pranksters.

The industry video was announced with lots of fervor by industry tweets and I was curious to see if finally they would reach the hearts of the public. There, too, I ended disappointed. After a good start, a farmers’ crew sailing to the farms, I thought they would glorify the farmer’s job by showing a typical day at the farm. Not really. The video then focused about how many mistakes the industry made in the past, making me think that, after all, the industry opponents were right to be as active as they had been. I am not going to go in details about a number of statements that made me raise my eyebrows. I prefer to express here what I would like this industry to communicate, instead of the constant defensiveness, the constant reference to facts and science that do not interest the public. Is this video aimed at the public? I am not sure it is, and I am not sure it should be. Who are farmed salmon consumers? For BC farmed salmon, they are mostly North American consumers, and to a lesser extent Japanese and other Asian nationals. Are these consumers concerned about the type of containment system? Hardly. They hardly care where the fresh salmon they buy in stores comes from. With Chile’s ISA epidemics problem that about decimated their production, consumers shifted to Norwegian and BC farmed salmon massively without any further concerns. When Chile’s production returns to previous levels, they will switch back to Chilean salmon just as easily. One of the most important criteria for consumers is the price in the store. Most consumers have no idea how farmed salmon is produced. Only a tiny minority of consumers know, and those who allegedly care do not eat farmed salmon anyway.

I would have liked to see the video showing all the tasks carried out on a farm. I would have loved to see the camera follow a farmer explaining what viewers could see going on on-site, explaining them what they do and why they do it. I would have enjoyed seeing the pride of being a salmon farmer and of providing people with food. Farms employees are good people who want to do a good job that is meaningful to society. They should say very clearly once and for all that they do not accept to be stigmatized and ostracized. They are family people. They have kids to feed and to bring up. They must make clear that no group of society that has the monopoly of morals and ethics. They have to say that enough is enough, and that they deserve respect, even if some do not agree with what they do for a living. A couple of years ago, an email from one of the environmentalists stated that “it is so much fun to torment the salmon farmers”. Harassment is not a sign of superior intelligence. Salmon farmers must also state that if people have ideas to improve production while also ensuring economic activity, they are open to suggestions, but that only constructive and productive criticism is acceptable. The public would understand that.

I wish the video had shown all the steps of production from the egg to the delivery to the final consumers. The content would have been similar, but it would have told an enthusiastic story that could have ended with a group of friends having a blast at a barbecue party with some farmed salmon on the grill. They could have addressed the very same topics but, instead of vague statements of being sustainable, responsible, etc…, well the usual politically correct stuff, they had the opportunity with Silver Harvest to show specifically the precise actions that they have taken, and demonstrate the improvements they made. Thus, the viewers would have seen firsthand the daily activities that ensure that the fish they produce indeed meet all the standards that they claim to use. That does not really happen in Silver Harvest. Instead, I got to listen to a list of topics without real cohesiveness between each other and the announced purpose of the video. People do not like to be told how they should think. They love to come to the conclusions themselves. They do not like being lectured. The public is not stupid, just ignorant. After all, no group has the monopoly of knowledge and science. In Silver Harvest, the speaker who, in my view, would reach the public’s hearts is Richard Harry, President of the Aboriginal Aquaculture Association. He made such a clear and strong plea for the communities that depend so much on aquaculture for their livelihoods.

Too few consumers have a chance to visit a salmon farm, especially considering how far away from farms they live. The camera could have been their eyes. Most people with whom I have talked about farmed salmon in Vancouver simply tell me that they know nothing about salmon farming, but they hear “things”. I always enjoy telling them how farmed salmon is produced, about the good things as well as the areas for improvement. After such a conversation, they usually look at the issue with a different perspective. They are interested in learning more, but they need to know that they can trust the one telling them the story.

Talking spontaneously from the heart about one’s passion is what reaches and wins others’ hearts the best.

Copyright 2010 – The Happy Future Group Consulting Ltd.


Follow the water!

November 15, 2010

Without water, there is no agriculture, there is no food, and there is no life. It is obvious, and yet the water question is too often neglected. The quantity and the quality of water available are absolutely crucial for the future production of food. It will influence where and what type of food we can produce. It will define food security and world politics. Since 70% of fresh water use is for agricultural purposes, it is clear that water will soon be power.

The need to preserve water and use it efficiently is going to be one of the main challenges to overcome for the decades to come. This will stimulate innovation and the development of new technologies and new techniques.

Field sensors that measure the level of humidity in the air and in the soil connected with “crop per drop” irrigation systems can allow the distribution of the right amount of water at the right time, thus saving waste through evaporation and drainage. The selection of plant varieties will focus more and more on water efficiency. Drought-resistant plants that can thrive in arid conditions are in the works. For instance, a trial on wheat in Australia has delivered promising results, as the yield was 25% higher than non drought-resistant varieties. Researchers, through hybridization and genetic engineering, are working to develop varieties that can use less water and produce similar yields as per today. Although high tech may bring solutions, other methods deliver good results, too. Agro forestry, the production of crops under a cover of trees seems to help farmers achieve satisfying results in the Sahel region. The foliage of the trees helps reduce evaporation from the soil. Combined with proper techniques to apply organic matter and fertilizing elements, farmers can create better conditions for plants to grow.

Another field of research is the development of alternatives to traditional desalination, which is very demanding in energy. Transforming seawater into fresh water for the production of food is not simple, and it is expensive. The technology is here.  Israel has used it for decades. Currently in the United Arab Emirates, a project of floating islands covered with solar panels to provide the energy to desalinate seawater is being developed. This system has the advantage to produce both fresh water, which is precious in desert countries and clean energy at the same time. A project, called The Sahara Forest Project aiming at producing food in the desert is currently in the works. It combines solar energy, modern biomass production and a type of greenhouse, built by the Seawater Greenhouse company, that helps the humidity produce by the plants to condensate.

In many countries, the problem is not so much physical scarcity of water as it is a lack of proper infrastructure to collect, pump and irrigate efficiently. The population density contributes to the problem, because the more people, the less for each of them. In many countries, for instance in India, the equipment is old, inadequate and poorly maintained, because of a lack of finance of governments and farmers. The result is a waste of water resources, and a suboptimal production. Another area that has potential for improvement is the collection and the storage of rainwater. A large quantity of water runs off and is not available for food production because there are not enough containers, if any. Developing and improving storage infrastructure will definitely help farmers to produce more food.

If the availability of water is important, so is its quality. In China, the situation is a lack of both, because of the heavy pollution of many streams and rivers. In many areas, the water is there, but it cannot be used, as it is fit neither for human consumption nor for agricultural production.

The respective situation of countries about water availability will determine their ability to feed their own people or not. In Arab countries, irrigation has led to a high level of salinity and it has depleted drinking water reserves. Saudi Arabia, for instance, has now abandoned its policy of increasing food production to become be self-sufficient. Saudis are actively purchasing land in African and Asian countries to meet their food needs. China and India, that represent about 40% of the world population, are following a similar approach and invest heavily to help develop land in Africa. In countries where drinking water is scarce, there are discussions about the need of not exporting, as export of food is actually water export as well.

If a number of countries face a water shortage, others have a different situation. This is the case for large areas of North America and South America. Especially Brazil disposes of large water reserves. Together with a favourable climate, Brazil has many advantages to produce food, especially animal protein. According to Osler Desouzart of OD Consulting, the production of 1 kg of beef requires 16,000 litres of water, while it takes 6,000 litres for 1 kg of pork and only 2,800 litres for a kg of chicken. This shows why Brazil has been gaining market share in beef and poultry. It indicates that intensive animal production will be more challenging in countries where water is not as abundant. This also tends to show that poultry will be the most successful type of land animal production. The US and Canada have large water reserves, although there are also clear regional differences. The South West of the US becoming increasingly arid, and one can wonder if California, that currently produces most of the fruit and vegetables for the North American continent, will be able to keep its production levels. It is likely that fresh produce will be gradually produced closer, even inside, the large urban centers in the northeast as well. Considering the emphasis on water preservation, it is also interesting to note that before the housing crisis in the US, the most irrigated type of plant production were lawns, using three times as much water as US corn. Food recalls are another source of water waste, especially meat and eggs recalls. From the numbers presented above, it is easy to see how much water is lost when dozens of tons of animal products must be destroyed, not to mention the huge food waste that this represents.

When it comes to food and water, aquaculture offers interesting possibilities for the efficient production of protein. Fish produced in the ocean do not consume freshwater. This saves large amounts that can be used for other purposes. However, one of the challenges for the fast-growing aquaculture industry will be to be able to source feed ingredients that do not directly compete with other farm animals and direct human consumption. Land-based aquaculture is developing the very interesting concept of aquaponics, which is a combination of fish production in tanks combined with the production of vegetables indoors. The system recycles the water used for the fish tank, and helps fertilize the plants with fish waste. This is a very water–efficient system that can help produce large amounts of food on a small area, making it fit for urban farming units.

Copyright 2010 – The Happy Future Group Consulting Ltd.


How to attract people to food production?

October 18, 2010

With the population increase, food production becomes an increasingly strategic activity. Yet, the food sector does not seem to have the appeal it deserves, and attracting new people appears to be a challenging task.

In countries where the percentage of the active population in agriculture is low, many young people simply have never had any exposure to food production. Their food knowledge is limited to their visits to the local supermarket. Since one can love only what one knows, this seriously restricts the number of potential candidates. In a previous article, “Who will be the farmers of the future?“, I had already asked the question of who would be the farmers of the future. To get the attention of the youth, the food sector needs to become more visible and more approachable. There is a need for more interaction between education and visits to farms and food processors. As I mentioned in “Nutrition basics should be taught in school”, such activities should be part of the normal curriculum. Understanding food is understanding Nature, and understanding Nature is understanding who we are. Food, together with water and air, is the one thing that we cannot live without. This should make clear beyond any doubt how important food production and food supply are for the future of our species.

To attract new people to the food sector, it is also quite important to tell what kind of jobs this sector has to offer. These jobs need to be not only interesting, but they also must offer the candidates the prospect of competitive income, long-term opportunities, and a perceived positive social status. Many students have no idea about the amazing diversity of jobs that agriculture (including aquaculture) and food production have to offer. This is what both the sector and the schools must communicate. Just to name a few and in no particular order, here are some of the possibilities: farming, processing, logistics, planning, sales, marketing, trade, operations, procurement, quality, customer service, IT, banking and finance, nutrition (both animal and human), agronomy, animal husbandry, genetics, microbiology, biochemistry, soil science, ecology, climatology, equipment, machinery, fertilizers, irrigation, consumer products, retail, research, education, plant protection, communication and PR, legal, management, knowledge transfer, innovation, politics, services, etc…  Now, you may breathe again!

All these types of activities offer possibilities for work that can be both local and international. These jobs can be indoor or outdoor occupations. Employers are both small and large businesses. Jobs are available in industries, in government agencies, in not-for-profit organizations. Agriculture and food are about life science, and life science is about life. Not many economic sectors can offer such a broad choice of professions.

This said, getting more students in the field of food production will require relentless communication about the present situation as well as about future perspectives. It is necessary for colleges and universities to envision the future. Educating students today must help making them operational for the challenges of the future. Education is nothing less than developing the human resources that will increase the prosperity, the stability and the dynamics of the society of tomorrow. Attracting new students goes further than just agriculture and food production at large. Within food production, every sector also competes to attract new people. Some healthy competition should benefit the whole food chain.

Clearly, there is a need to identify future trends, future challenges and future needs to produce better food and more food. This will require a practical approach. Identify future needs is not an intellectual exercise. It is about providing people with food on a daily basis for the years to come. Identifying future challenges is a team effort between education, research, farmers, businesses and governments. All must work together to create a more secure future. If we want to avoid suboptimal solutions, there cannot be walls between the links of the food production chain.

In my opinion, the most effective way to work towards developing the proper curriculum and attracting students for the jobs of the future is to have a market-driven approach. The question is not only what type of jobs will be needed, but also where will they be needed? To be effective in this process, it is necessary to develop a vision of the things to come for the coming 10 to 20 years, which is the purpose of The Food Futurist (see mission statement). In our fast-changing world, today already belongs to the past. Developing a curriculum on current issues will not prepare students properly for their professional lives, and neither will it serve society properly. Only by identifying what skills will be needed is it possible to offer the best job perspectives for future food professionals, and being able to overcome future challenges. And feeding 9 billion people by 2050 is quite an objective! Identifying the challenges of the future indicates where the best job opportunities are. The action plans to develop tomorrow’s curricula will depend greatly on geographic location. Clearly, India will face with very different demographic, environmental and economic situations than North America, Europe or Brazil will. However, when it comes to food, we will become even more globally interdependent than we are today. This offers many opportunities to train people for work abroad, too.

As my head teacher in Animal Production, the late Julien Coléou, taught us in the first lesson of our final year at the Institut National Agronomique Paris-Grignon: “To live is to learn, to create and to fight”. When it comes being prepared for the future, these three pillars of life all need to be on the curriculum.

Copyright 2010 – The Happy Future Group Consulting Ltd.


Involve in order to convince!

September 16, 2010

A couple of days ago, I came across the following quote: “Tell me and I will forget, show me and I may not remember, involve me and I will understand”.

I cannot confirm who the author is, as it has been attributed to brilliant thinkers such as Confucius, Aristotle, Benjamin Franklin or an unknown Native American. It does not really matter.

This quote brought me to start thinking about what it could mean for the agricultural and food sectors, as they are under fire on a regular basis. Why cannot it convince the public of its message(s)?

Opponents of agribusiness tell a lot about their opinions, they also show a lot of pictures, documents or footage of what they criticize, and they certainly are very active involving as many people as they can. The agriculture and food sector, including aquaculture, also tells a lot, shows some, but not enough about their daily operations, and they seem to have a hard time involving enough outsiders of the industry.

I read many blogs and articles from both sides and I regularly come across the “agri-food” authors wondering why the public is so difficult to convince. After all, the industry claims to have the scientific facts that prove its points. The industry is wondering whether the difference in communication effectiveness is linked to budget amounts or whether it has to do with the quality of the PR officers from both sides. I do not think that it has much to do with either. I have concluded that it comes from the ability to make people understand the story. Therefore, it has to do the ability to involve the public with the industry.

To involve the public, it is necessary to create an emotional connection first. This is critical and, unfortunately for the agribusiness, this appears to be a difficult area. Indeed, how to connect with people who have little, if any, connection with the agricultural world and who rarely get to see the reality by themselves. Media and internet are the channels where they find information. Opponents of agriculture have an easier job in the sense that they want to change the system. The worst that can happen to them if they fail is the status quo. They win nothing, but they lose nothing, either. The industry is the one that has the most to lose. Generally, this translates into a defensive approach, and that does not communicate well. Per definition, being defensive means having lost the initiative. Only the ones who have the initiative can lead, and only the ones who lead have followers.

Connecting emotionally means exactly what it says. Rational arguments do not work. At least not until the connection is made. The typical response of the agri-food sector is about bringing scientific facts, but how to convince people who 1) do not trust you, 2) who are worried about their food and 3) who do not have the scientific knowledge to comprehend these scientific facts? Cold scientific explanations will not work. All this does is creating distance. Not ideal when you need to connect.

I always like to make a comparison with parents of children that just had a nightmare. The children’s fears are not rational, but they are quite real, as you certainly can remember. Normal parents try to comfort the children. And how do they do that? They ask what the problem is. They listen. They empathize. They tell the children that they will go with them to the bedroom and show them that there is no green monster hiding under the bed. They will lie down on the floor and look under the bed. Then, they will take the child to have a look, and that is involving the child! This is how they connect emotionally, which allows them to switch to rational arguments and get the child to go back to sleep. Of course, they will not close the door and leave a little light so that the child does not feel thrown back at the green monster again. They empathize again.

Do you think that telling the child that there is no scientific evidence of green monsters would work, or that research has showed that nightmares are not real? And do you think that dismissing the child’s fear as unfounded and therefore about stupid would work, although that is pretty much the truth? Of course, it would not work, and the child would remain fearful and possibly lose trust in the parents in such a case.

If the agribusiness wants to win the public’s trust, it will have go look under the bed and, together with the public, take a peek at it. The public could hardly care less for the industry’s scientific facts, but it cares about being listened to and being empathized with. Interesting challenge, is it not?

Copyright 2010 – The Happy Future Group Consulting Ltd.


What a game changer my book is!

September 7, 2010

Future Harvests has been published less than two weeks ago, and it is going to change my company rather profoundly.

What started as a blog on the side of The Happy Future Group Consulting Ltd. is now about to become the very core of my business.

Not only the book sales are already higher than I would have thought, the book is creating much interest for my other activities. The book has already been shipped not only to Canada or the USA, but also as far as South America, Asia and Europe. This is truly amazing.

The reactions to the announcement of the book’s publication have been amazingly enthusiastic and they made me feel like I had just produced something that many were waiting for. This is both very rewarding and very humbling, because working on solutions for future food supply to an increasing world population is a huge task. Since the publication, people with whom I never had contact before, from all around the world, have approached me, thanking me for having engaged in this venture.

New contacts are asking me to participate in conferences and to organize workshops and seminars for them. The CBC (Canadian Broadcasting Corporation) is interested in having me on one of their programs. Of course, the concrete discussions are still to come, but I have to admit that my Food Futurist is now showing incredible potential.

The part on policy making and strategy is getting more attention, too. This activity has the potential to become a solid business that will need to involve more people in my organization. I have already started to develop a plan for this. I can see interest coming from companies, professional associations and governments, not only in Western countries, but in many emerging countries, such as in South America, Southeast Asia, India, or Russia to name a few.

The first step that results from all of the above is for me to formalize the Food Futurist further into a more structured activity than it has been so far. This has started with my defining and posting the mission on all the business pages of the website. The mission is “To help our clients challenge today’s certainties, shape the future, and manage the transition with a targeted and practical action plan for the coming 10 years and beyond”.

The following step is going to be to develop business around this mission and the principle expressed in Future Harvests.

If you are interested in this, please do not hesitate to contact me. Talking is cheap. If you know people who would be interested, please pass it on to them.

As Humphrey Bogart’s character said in the movie Casablanca, “I think this is the beginning of a beautiful friendship”.