Would changing our eating habits save the planet? Gareth Edwards-Jones (g. ejones@bangor. ac. uk) Barry Hounsome Georgia Koerber Natalia Ivashikina Llorenc Milo i Canals* Bangor University *Surrey University Monica Truninger Liz York Paul Cross Tim Baxter
“Obviously with the food transport that’s another thing that really naffs me off… with the supermarkets… I think it’s irresponsible the effects on the environment, I want this world to carry on…” I mean if it’s local and really fresh and the organic looks horrible and like has travelled by a thousand miles then I buy local… and I know that’s a lot of issues… environmental issues with food miles which I’m not happy with… I do avoid buying “I would prefer buying things local… but then you want to eat something more exotic and make something with exotic ingredients… or exotic fruits…” I think local food is coming more available at a price I suppose… it’s very expensive to pay… but then I suppose it’s better stuff…” “When I buy things I don’t buy things that aren’t produced in Europe…. For a start I don’t like America so I don’t buy anything that comes from America… I don’t promote anything to do with America because I don’t like them!”
Consumer scores for desirability of attributes (n=1189) Attributes Score Freshness 3. 83 Colour 3. 60 Shelf Life 3. 31 Price 2. 99 Special Offers 2. 92 Packaged/Loose 2. 25 Ease of Preparation 2. 25 Origin 2. 22 Organic 2. 06
Discrete Choice Model (n=1189) Attributes Coefficients Price (4 th / 9) -4. 258 Days from picking (freshness) (1 st / 9) -0. 684 Origin (8 th / 9) -0. 334
Lettuce Red Batavia Total number of analysed nutrient compounds: 195 Antioxidants and anti-tumour compounds Vitamin K 3 Vitamin B 6 Teasterone Syringic acid Quinic acid Quercetin Naringenin Icosanoic acid Hydroxybenzoic acid Flavone Coniferyl alcohol Citric acid Chlorogenic acid Canavanine Caffeine Cadaverine Behenic acid Apigenin
Occupier’s net income against SF‑ 36 mental (MCS) health summary scores for Welsh farmers (n = 112) Income (£) (Hounsome 2006)
SF-36 scores for the 18 -34 age group by nation PCS MCS
Cradle to UK home for Broccoli UK & Spain
Year round supply of lettuce – UK & Spain GWP Jan-Apr May-Jul Jul-Oct Nov-Dec
Net ecosystem production from crops in UK, Spain & Uganda Oct 05 - Sept 06
Reflections Stakeholders Growers & farmers have been extraordinarily generous with time. Widespread interest across the food chain Media issues • ‘What is that? ’ • ‘Do you know anything fantastic? ’ • ‘Will you hold your results for us? ’ • ‘Sorry you are too balanced. ’ The real world Science & policy Commerce is moving ahead of science On-farm mitigation Reality of on-farm sinks Most of the public are a long way behind. Cost effective hits across the economy
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