{"id":5120,"date":"2019-06-20T10:57:42","date_gmt":"2019-06-20T10:57:42","guid":{"rendered":"https:\/\/innovationlab.net\/?p=5120"},"modified":"2019-06-20T11:50:34","modified_gmt":"2019-06-20T11:50:34","slug":"goodbye-junkfood-hello-to-sustainable-diets","status":"publish","type":"post","link":"https:\/\/innovationlab.dk\/blog\/goodbye-junkfood-hello-to-sustainable-diets\/","title":{"rendered":"Goodbye junkfood – hello to sustainable diets!"},"content":{"rendered":"

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It\u2019s time to panic!\u201d. S\u00e5dan var de indledende ord fra Brent Loken fra <\/span>EAT<\/span><\/a>, som i \u00e5r har udgivet en rapport om sustainable diets – og som deltog i Concitos event i maj m\u00e5ned om netop dette emne. Usund kost er den absolut st\u00f8rste \u00e5rsag til sygdom over hele verden. Ca. 820 millioner mennesker har ikke adgang til tilstr\u00e6kkelige m\u00e6ngder mad, og mange flere spiser en kost af lav kvalitet, der f\u00f8rer udfordringer med sig som overv\u00e6gt, diabetes og hjertekarsygdomme. Samtidig er den globale madproduktion d\u00e9t, der l\u00e6gger allermest pres p\u00e5 planeten i forhold til b\u00e5de CO<\/span>2<\/span> udledning, ferskvandsressourcer, biodiversitet, arealanvendelse og forurening med kv\u00e6lstof og fosfor. Det er derudover et paradoks, at den rige del af verdens befolkning har alt for meget mad, og en stor del stadig har alt for lidt.<\/span><\/p>\n

Vi st\u00e5r overfor en k\u00e6mpe udfordring i at l\u00f8se vores fremtidige behov for mad og ern\u00e6ring:<\/span><\/p>\n

    \n
  1. Den mad, vi spiser skal v\u00e6re ern\u00e6ringsrigtig og fordeles globalt, s\u00e5 alle har mad nok. Desuden skal den v\u00e6re sund, s\u00e5 den ikke resulterer i overv\u00e6gt eller andre effekter, som p\u00e5virker vores sundhed.<\/span><\/li>\n
  2. Vi skal spise mad som er klimavenlig, i forhold til bl.a.CO<\/span>2<\/span> \u2013 dvs. undg\u00e5 k\u00f8d, lang transport og dyrke h\u00f8judbytte afgr\u00f8der p\u00e5 markerne. Landbruget skal med andre ord omstilles. Ligesom vores kultur for at spise k\u00f8d til hvert m\u00e5ltid.<\/span><\/li>\n
  3. Vi skal have f\u00f8devareproduktionen t\u00e6ttere p\u00e5 forbrugerne. Flere og flere flytter til byerne, og det estimeres at <\/span>80% af al mad <\/span><\/a>\u00a0bliver konsumeret i byerne i 2050. Vi skal finde innovative l\u00f8sninger, der kan integrere dyrkning af f\u00f8devarer i, eller t\u00e6t p\u00e5 byerne.<\/span><\/li>\n
  4. Vi skal undg\u00e5 madspild i alle led for at sikre optimal udnyttelse af ressourcer. Et omr\u00e5de, hvor vi ser, at der er sket en positiv udvikling allerede, men der skal ske endnu mere.<\/li>\n<\/ol>\n

    Der er brug for, at vi gent\u00e6nker vores f\u00f8devaresystem radikalt herunder skaber nye traditioner i forhold til vores madkultur. Det er en stor mundfuld!<\/span><\/p>\n

    Ellen MacArthur Foundation <\/span><\/a>har i deres seneste rapport \u201dCities and Circular Economy for Food\u201d identificeret 3 omr\u00e5der (se figur nedenfor), som kan flytte vores nuv\u00e6rende line\u00e6re f\u00f8devare system til et nyt cirkul\u00e6rt system, hvor f\u00f8devarer skabes til fordel for b\u00e5de mennesker og milj\u00f8et \u2013 og samtidig har de indikeret, at der her ligger et potentiale p\u00e5 2,7 mia. USD for dem, som vil med p\u00e5 rejsen for at \u00e6ndre vores f\u00f8devaresystem. <\/span><\/p>\n\n <\/div>[\/vc_column][\/vc_row][vc_row][vc_column]

    \n \"\"\n
    Photocredit: The Ellen McArthur Foundation (fuld rapport downloades p\u00e5 www.ellenmacarthurfoundation.org)<\/div>\n <\/div>[\/vc_column][\/vc_row][vc_row][vc_column]
    \n

    Det er bl.a.interessant at se, at man i Afrika lige nu ser en b\u00f8lge af \u201dagripreneurs\u201d blandt millennials, og her har The African Development Bank afsat $ 350 millioner til at hj\u00e6lpe dem med at transformere landbruget i Afrika. \u00a0(kilde <\/span>World Economic Forum<\/span><\/a>). <\/span><\/p>\n\n <\/div>[\/vc_column][\/vc_row][vc_row][vc_column]

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    The Planetary Health Plate – ikke s\u00e5 nemt som det er sagt! <\/b><\/h2>\n

    Hos os i den vestlige verden kan vi g\u00f8re meget blot ved at \u00e6ndre, hvad vi spiser. EAT-Lancet kommissionen, som n\u00e6vnt tidligere, vil med deres forskning skabe en platform for nye politikker verden over, der i samme omgang kan redde b\u00e5de vores planet og vores sundhed. Deres forskning viser nemlig, at vi kan sl\u00e5 mange fluer med \u00e9t sm\u00e6k, hvis vi \u00e6ndrer madvaner. Et skifte, til den kostsammens\u00e6tning rapporten foresl\u00e5r, vil ikke blot redde livet p\u00e5 11 millioner mennesker om \u00e5ret, fordi den er sundere, den vil ogs\u00e5 f\u00e5 CO<\/span>2<\/span>-udledningen fra den globale madproduktion ned p\u00e5 et niveau, der er b\u00e6redygtigt for planeten. Dvs. at man kan sikre en b\u00e6redygtig madproduktion i forhold til CO<\/span>2<\/span> udledning ved ganske enkelt at \u00e6ndre madvaner \u2013 intet andet. De kalder det The Planetary Health Plate. Og hvad best\u00e5r den s\u00e5 af? \u00a0Mindre k\u00f8d og mange flere gr\u00f8ntsager!<\/span><\/p>\n\n <\/div>[\/vc_column][\/vc_row][vc_row][vc_column]

    \n \"\"\n
    Photocredit: eatforum.org<\/div>\n <\/div>[\/vc_column][\/vc_row][vc_row][vc_column]
    \n

    Help me make \u201dresponsible food choices\u201d<\/b><\/h2>\n

    Forbrugerne vil gerne tage mere ansvar for mere ern\u00e6ringsrigtige og klimavenlige produktvalg. Men at \u00e6ndre kostvaner kan v\u00e6re en stor udfordring. Her kan butikker og producenter g\u00f8re en stor forskel ved at tilbyde l\u00f8sninger, der hj\u00e6lper forbrugerne med \u201cresponsible choices\u201d, samtidig med at de kan skabe en unik position i markedet.<\/span><\/p>\n

    I Danmark har vi allerede nogle gode eksempler p\u00e5 virksomheder, som viser vejen: <\/span>Aarstiderne<\/span><\/a> t\u00e6nker b\u00e6redygtighed og sundhed ind i alle aspekter og portionerne er afstemte, s\u00e5 man undg\u00e5r madspild i husholdningerne. Virksomheden <\/span>SIMPLE FEAST<\/span><\/a> leverer friske og f\u00e6rdiglavede veganske m\u00e5ltider lige til d\u00f8ren. De er begge et godt eksempel p\u00e5 den \u00e6ndring, som <\/span>EAT-Lancet <\/span><\/a>\u00a0gerne ser ske; at producenter tager ansvar for at tilbyde sunde og b\u00e6redygtige f\u00f8devarer. #sdg12.<\/span><\/p>\n

    Lokal produceret er et andet indsatsomr\u00e5der, der har flere positive effekter b\u00e5de i forhold social b\u00e6redygtighed og klima. Hos Hotelk\u00e6den<\/span> Sinatur<\/span><\/a> har man allerede taget ideen om lokalt producerede varer til sig \u2013 endog har man valgt lokal vin – forst\u00e5et som europ\u00e6isk. En dag er det m\u00e5ske helt lokalt fra den lokale vinbonde <\/span>Mondavi <\/span><\/a>i Kolding eller champagne fra <\/span>Sk\u00e6rs\u00f8gaard<\/span><\/a> i Dons ved Kolding.<\/span><\/p>\n

    Hyper-local er en af de store trends, man ser internationalt blandt top restauranter. Her producerer man selv sine egne f\u00f8devarer, som serveres p\u00e5 menuen. Restauranten <\/span>Ultima <\/span><\/a>i Finland er b\u00e5de hyperlocal og high-tech. Selve bygningen fungerer s\u00e5ledes b\u00e5de som restaurant men ogs\u00e5 som et produktions laboratorium (se teksten i figuren).<\/span><\/p>\n\n <\/div>[\/vc_column][\/vc_row][vc_row][vc_column]

    \n \"\"\n
    Kilde: restaurant-ultima.fi<\/div>\n <\/div>[\/vc_column][\/vc_row][vc_row][vc_column]
    \n

    Joe & the Juice er et fremragende eksempel p\u00e5 en sund vej for fastfood restauranter, som appellerer til et bredt publikum \u2013 ogs\u00e5 de som normalt ikke ville v\u00e6re interesserede i sunde snacks. Det handler i stor grad, om hvordan vi markedsf\u00f8rer og s\u00e6lger \u201dsunde alternativer\u201d, s\u00e5 vi f\u00e5r alle med – ogs\u00e5 dem, som normalt ikke er i markedet for b\u00e6redygtige og sunde alternativer.<\/span><\/p>\n\n <\/div>[\/vc_column][\/vc_row][vc_row][vc_column]

    \n

    Nudging \u2013 det er ikke lige meget, hvordan vi kommunikerer til forbrugerne<\/b><\/h2>\n

    Selv om mange er blevet flexitarer og f\u00e5et k\u00f8dfrie dage, s\u00e5 er der en stor del af befolkningen, som halter efter. Hvordan f\u00e5r man dem med? Daniel Vennard fra World Ressource Insitute (<\/span>WRI<\/span><\/a>) har lavet forskning i \u201dnudging\u201d, og har fundet mange lette og brugbare teknikker til at fremme salget af plantebaseret kost. Den m\u00e5de, vi beskriver maden p\u00e5, er for eksempel utrolig vigtig. \u201dSundt\u201d, \u201dvegetarisk\u201d og \u201dk\u00f8d-fri\u201d \u00a0s\u00e6lger ikke retten eller produktet s\u00e5 godt, som hvis man i stedet l\u00e6gger v\u00e6gt p\u00e5 at beskrive madens smag, tekstur og oprindelse. Det handler som altid om at tale til vores f\u00f8lelser, og story-telling er vigtigere end nogensinde f\u00f8r, n\u00e5r vi skal f\u00e5 forbrugerne til at \u00e6ndre vaner og klikke p\u00e5 et nyt produkt i stedet for det, som de plejer.<\/span><\/p>\n\n <\/div>[\/vc_column][\/vc_row][vc_row][vc_column]

    \n

    N\u00e5r forbrugeren eftersp\u00f8rger \u201dnemhed\u201d til det rigtige valg for \u201dmig\u201d<\/b><\/h2>\n

    Vi har i mange \u00e5r talt om, at forbrugerne vil \u00f8nske personificerede produkter. Men m\u00e5ske er det ikke det enkelte f\u00f8devare produkt, der skal v\u00e6re unikt. M\u00e5ske er det i stedet personlige pr\u00e6ferencer, som skal skabe et udvalg af produkter tilpasset \u201dmig\u201d. \u00a0Den danske start-up <\/span>Each Thing<\/span><\/a> (www.eachthing.com) har s\u00e5ledes udviklet en digital platform af produkter, hvor hvert produkt er registreret ift. glutenfri, vegansk, laktose osv.. Brugerne kan indtaste deres egen personlige \u00f8nsker og behov og scanne produkter via mobilen for at se, om det matcher deres behov og pr\u00e6ferencer. Det er stadig en l\u00f8sning, der er under udvikling, men man kan forestille sig, at forbrugerne i fremtiden kan uploade deres personlige pr\u00e6ferencer og p\u00e5 den m\u00e5de f\u00e5 deres eget personlige udvalg af produkter. Blockchain teknologien, som skaber transparens i v\u00e6rdik\u00e6den, vil ogs\u00e5 i fremtiden (om kort tid) kunne give forbrugerne indsigt i, hvor varerne kommer fra, og hvordan de er fremstillet. Data om f\u00f8devarer vil komme i overflod \u2013 og b\u00e5de butikker og producenter har en opgave i, at g\u00f8re det nemt for forbrugerne at foretage DET RIGTIGE VALG for dem og for planeten p\u00e5 \u00e9n og samme tid.<\/span><\/p>\n

    Vi har i vores nye markedsanalyse om \u201cDen bevidste forbruger – i dag og i fremtiden\u201d bl.a. spurgt panelet, om de synes, det vil v\u00e6re interessant, hvis man kunne k\u00f8be ind efter en personlig (husstands) CO<\/span>2<\/span> kvote, som automatisk t\u00e6ller op (eller ned), n\u00e5r man scanner varerne eller klikker dem ned i indk\u00f8bskurven. \u00a0<\/span><\/p>\n

    Hvis I er interesseret i at h\u00f8re mere om analysen og forbrugernes \u00f8nsker til detailhandlen og fremtidens b\u00e6redygtige produkter – eller hvis I m\u00e5ske allerede nu selv er klar til at gent\u00e6nke jeres forretning, og de koncepter I tilbyder i markedet – s\u00e5 <\/span>kontakt os<\/span><\/a> gerne. Vi giver gladeligt vores bud p\u00e5, hvordan vi kan hj\u00e6lpe med konceptudvikling og innovation indenfor f\u00f8devarer \u2013 eller andre omr\u00e5der.<\/span><\/p>\n

     <\/p>\n

    Stor tak til min medforfatter <\/span>Pernille Weiland Pedersen, kandidatstuderende i milj\u00f8- og ressource management p\u00e5 SDU og praktikant hos Innovation Lab <\/span><\/em><\/p>\n\n <\/div>[\/vc_column][\/vc_row]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"

    Hvordan kan vi br\u00f8df\u00f8de en befolkning p\u00e5 10 mia. mennesker i 2050? Vores f\u00f8devaresystem skal gent\u00e6nkes \u2013 men er vi klar til det?<\/p>\n","protected":false},"author":16,"featured_media":5129,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":"","_jetpack_memberships_contains_paid_content":false},"categories":[11],"tags":[98,56,54],"acf":[],"yoast_head":"\nGoodbye junkfood - hello to sustainable diets! - Innovation Lab<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/innovationlab.dk\/blog\/goodbye-junkfood-hello-to-sustainable-diets\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Goodbye junkfood - hello to sustainable diets! - Innovation Lab\" \/>\n<meta property=\"og:description\" content=\"Hvordan kan vi br\u00f8df\u00f8de en befolkning p\u00e5 10 mia. mennesker i 2050? Vores f\u00f8devaresystem skal gent\u00e6nkes \u2013 men er vi klar til det?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/innovationlab.dk\/blog\/goodbye-junkfood-hello-to-sustainable-diets\/\" \/>\n<meta property=\"og:site_name\" content=\"Innovation Lab\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/da-dk.facebook.com\/innovationlab.dk\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-06-20T10:57:42+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-06-20T11:50:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/innovationlab.dk\/app\/uploads\/2019\/06\/khamkhor-626339-unsplash.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"6000\" \/>\n\t<meta property=\"og:image:height\" content=\"4000\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Anette Priess Gade\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Skrevet af\" \/>\n\t<meta name=\"twitter:data1\" content=\"Anette Priess Gade\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimeret l\u00e6setid\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutter\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/innovationlab.dk\/blog\/goodbye-junkfood-hello-to-sustainable-diets\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/innovationlab.dk\/blog\/goodbye-junkfood-hello-to-sustainable-diets\/\"},\"author\":{\"name\":\"Anette Priess Gade\",\"@id\":\"https:\/\/innovationlab.dk\/#\/schema\/person\/7999789e806623d75cdc0819b04f9df8\"},\"headline\":\"Goodbye junkfood – hello to sustainable diets!\",\"datePublished\":\"2019-06-20T10:57:42+00:00\",\"dateModified\":\"2019-06-20T11:50:34+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/innovationlab.dk\/blog\/goodbye-junkfood-hello-to-sustainable-diets\/\"},\"wordCount\":1624,\"publisher\":{\"@id\":\"https:\/\/innovationlab.dk\/#organization\"},\"image\":{\"@id\":\"https:\/\/innovationlab.dk\/blog\/goodbye-junkfood-hello-to-sustainable-diets\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/innovationlab.dk\/app\/uploads\/2019\/06\/khamkhor-626339-unsplash.jpg\",\"keywords\":[\"17 verdensm\u00e5l\",\"b\u00e6redygtighed\",\"cirkul\u00e6r \u00f8konomi\"],\"articleSection\":[\"Uncategorized\"],\"inLanguage\":\"da-DK\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/innovationlab.dk\/blog\/goodbye-junkfood-hello-to-sustainable-diets\/\",\"url\":\"https:\/\/innovationlab.dk\/blog\/goodbye-junkfood-hello-to-sustainable-diets\/\",\"name\":\"Goodbye junkfood - hello to sustainable diets! 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