Growing sea buckthorn is but one challenge.Developing its market is as critical. Since the millenium we have seen food scares; production scandals; development of the global market and supply chain; and all these influence consumer thinking. Food market trends for 2016 still show familiar issues – convenience and indulgence. Convenience however has been identified by the Food Standards Agency as a concern. The demand for food on the go decreasing the social and cultural importance of sitting around a table with friends and family. Much of this food is processed and the FSA’s recent consumer survey indicates a thirst for knowing how food is processed and transparency in food production, impact on climate change, and global supply chains.
The FSA is looking for science and evidence to develop consumer confidence. This is commendable as long as it is realistic. All too often the press seizes on single issues and runs them regardless of credibility. The food industry/government agreement to reduce salt/fat and sugar has been around for a number of years. Each seen as having a health impact these are important. If we are to talk about food as a form of nutrition the impact of processing on natural ingredients has to be massive. The temptation to rely on fortification with artificial alternatives may deliver theoretical dietary need but it is how these fortified additives are assimilated within the body that matters.
As both EFSA and the FSA focus on improving diets on a population level on has to question the role of regulation. Why is it that the consumption of fruit and vegetables in the UK is such an issue? Is this due to this growing attraction of processed and on the go foods – or is it because people do not like to be told what is good for them.
At Devereux farm we are developing an ingredient. We are a small business. The new FSA Science , Evidence and information strategy 2015-2020 is laudable but for us it has to come with a level of reality. We have analysed sea buckthorn to use science and define evidence of nutritional status. As farmers we know the variables that impacts on every food crop worldwide. There might have been a time when we lived in an era of definable seasons and stable climate. The statements that since the millenium our climate has experienced so many record extreme events shows that there is little consistency to go on. This will impact on crop quality. Any analysis of a raw ingredient is a snapshot of a particular sample. It takes many analyses to build a concept. A cost that a small company cannot bear. Taking the issue that each year the weather will create variation I have to wonder how one creates credible evidence regarding a natural product. Most natural ingredients are destined for processing into food product. This will influence the quality of nutrients. So when the FSA looks for its science and evidence should this be based on ingredient or product? The concept is good. But if national diets are to improve and consumer choice is going to be based on evidence will natural foods have much bearing on the information provided?
All this is part of an on-going debate. The concept that food and health are interlinked comes from ancient sources and is as valid now as it was then. Creating quality food supply demands our policy makers and food industry work closely and realistically with clear and transparent goals. Hopefully science and evidence will drive informed debate and remove politics from the discussion. Delivering quality and affordability is an issue but it must always be remembered that change requires investment and investment can only come from profit.
So as the UK views its choice on whether to stay in the EU or not another less discussed factor comes to the fore – food safety. As the food supply chain is now global, who will best regulate our food quality – national governments or the EU of 28 member states?
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