The Power of Food Festival will return to Edinburgh for two days of celebration of community food growing.
I’ve recently completed my MSc Gastronomy dissertation in which I studied GYO bloggers in the UK and looked at their GYO and GYO blogging in terms of food activism – it was a really interesting study and my findings led to the conclusion that there is a groundswell in grow your own and that it is very clearly linked with motives aligned with those in regular food activism discourse – the environment, economics and health were found to be the key motivators .
Compost Direct have just compiled a report on the growth of GYO and the UK’s changing food trends and it makes for interesting reading (see below).
Although I believe an interest in healthier lifestyles is a factor for these changing trends (the conclusion from this report), I also believe, from my own study, that there is a greater understanding of our environmental impact and the response to this is a trend in more sustainable ways of producing, purchasing and consuming food. There’s also a greater understanding and genuine mistrust of the ££ multi-million corporations controlling our food chain, from the biotech giants controlling our seed to those exploiting others at every point of the food system to reap unprecedented profits. By shortening the food chain we can all do our bit to take back control of what we consume and it seems that we are.
The rise in organic food sales
In recent years, global interest in stocking cupboards with organic food has risen. The market is worth an outstanding £2.09million and experienced a growth of 7.1% throughout 2016. In fact, organic food and drink now represents a 1.5% share of the total UK market, according to the 2017 Organic Market Report. On a global scale, the UK’s organic market makes up 4% of the $81 billion worldwide organic sales.
The rise in organic purchases has been explained by the growing awareness of organic produce and its benefits. Overall, 80% of consumers said they had knowledge of organic food, with 39% buying it on a weekly basis.
Some argue that the focus on organic food has stemmed from an increased fitness culture in Britain. With the rise of social media, many consumers are exposed to toned (possibly edited) bodies and it is inspiring them to self-improve. Given that organic food is often fresher, containing fewer pesticides and no genetic modifications, it’s the route many people choose as part of living and eating better.
It appears that the foodservice market has reaped the greatest benefits following the trend. Sales of organic food within the UK’s foodservice market rose by 19.1% in 2016 and were estimated to be worth an astonishing £76.6million.
Restaurants, pubs and cafes have recognised the growing trends and are adapting their menus accordingly to their new health-conscious visitors. Many well-known restaurants have made the switch to organic, including Jamie’s Italian, McDonalds and Nando’s.
Of course, as customers eat differently and restaurants cook differently, the wholesalers must too adapt. Between 2015 and 2016, there were almost 25% more licensed organic wholesalers, responding to the growing demand for wholesome food.
In many public services, organic food has been implemented too as schools, universities, hospitals, and workplaces serve more organic food under the Food for Life Catering Mark. The requirement for organic doesn’t seem to be slowing down.
The love for home produce
Following the recession in 2007, many homeowners searched for ways to battle rising food costs. One tactic taken by many was growing their own produce. In 2012, for example, the BBC reported that almost a third of British adults grew their own food. A further 51% said in a survey that they would take to the vegetable patch if food prices were to rise further.
In a recent survey, YouGov investigated the new trend, too. They found that 77% of gardeners listed eating produce that they have grown in their own gardens as the main benefit of gardening. What’s more, 44% grow enough fruit and vegetable to share with their friends and family, while over 25% said that growing their own food was now their hobby.
An interest in recipe boxes
Alongside the new trend of enjoying fresh food, the old lifestyle habits remain — such as our need for any time-saving tips to complement our busy lives. From this, different companies have launched their own recipe boxes. Pioneered by the likes of Hello Fresh and Gousto, these boxes contain all of the ingredients you need to cook tasty meals, along with instructions on how to do it.
The boxes offer organic food at convenience and it comes with no surprise that they’ve been successful. In 2015, the recipe box industry achieved £702 million in worldwide sales. By 2025, predictions estimate that this will grow to £3.8 billion as the market goes from strength-to-strength and more companies emerge.
Recipe boxes also reduce waste as they only contain as much as you need for the meals that you will create for that week. When you look at the UK household wastage — £13 billion of edible food in 2017 — it’s no surprise a lot of people want to get involved. According to analytics by Cardlytics, spending on recipe boxes grew by 64.6% in the first half of 2016, with the volume of orders increasing by 47.6%.
Supermarkets have recognised the threat of these boxes, and Tesco and Waitrose have launched a similar kit within their stores.
With organic food, growing our own and recipe boxes, it’s clear to see that the way we purchase and consume food is changing as we strive for healthier lifestyles.
This book was so inspirational that I had to share. It’s a really easy read and anyone with an interest in cooking, eating or growing food will find it a delight.
The author, Dan Barber, is a well known American chef with a restaurant on his farm and education centre in the hills outside New York. His thoughts on food and agriculture are widely shared and respected and he was been named by Time magazine as one of the 100 most influential people in the world in 2009.
He’s also an incredibly engaging speaker and writer – I’d seen and thoroughly enjoyed a couple of his TED talks – How I fell in love with a fish and A surprising parable of foie gras – both stories are more fully explored in the book but they’re well worth a watch to give you a flavour.
In The Third Plate the author explores his vision for a new food system, one that is sustainable and an integration of vegetables, cereal and livestock management that produces truly delicious food. He challenges everything we think we know about food through his eloquent and entertaining tales of meeting people around the world who are working in harmony with the soil, land and sea.
It’s further inspired me to get more livestock and grow lots more food – I have an especial hankering to try some landrace wheat and make my own flour – the fact we don’t have the land, a mill or any knowledge for any of this is by-the-by 🙂
Not convinced – perhaps some of these reviews might tempt you…
‘Dan Barber’s tales are engaging, funny and delicious…I would call this The Omnivore’s Dilemma 2.0…a brilliant culinary manifesto with a message as obvious as it is overlooked. Promote, grow and eat a diet that’s in harmony with the earth and the earth will reward you for it’ Chicago Tribune
‘Compelling…The Third Plate is fun to read, a lively mix of food history, environmental philosophy and restaurant lore…an important and exciting addition to the sustainability discussion’ Wall Street Journal
‘In this compelling read Dan Barber asks questions that nobody else has raised about what it means to be a chef, the nature of taste. and what “sustainable” really means. He challenges everything you think you know about food; it will change the way you eat. If I could give every cook just one book, this would be the one’ Ruth Reichl (author of another favourite book of mine Garlic and Saphires)