jam

My Sugar Odyssey

Now that the Government is slapping a tax on soft drinks I am going to indulge in a reminiscence of my troubled relationship with sugar, health and food. My first job, as a 7 year old kid, was to scour the streets of a Pittsburgh suburb called Bridgeville, collecting discarded soda bottles and taking them to my aunt Gloria's store to collect the 2¢ deposit refund.  At that time a soft drink was 10¢, so the drink was 8¢ and the bottle deposit was 2¢ and people still threw the bottle away.  The deposit didn't make much change in behaviour.  When people wanted sugar, they paid what it cost.

I didn't really have much appetite for sugar for most of my childhood, our mother was pretty strict about it.  I remember the day in 1953 when confectionery came off the ration in the UK  and some schoolmates emerged from a sweet shop with a bag of humbugs they'd just bought  without having to cajole their mother to come along with her ration book.  The nation went mad for sugar and the Government had to put it back on rationing until supplies recovered.

It was in 1965, when I was in Afghanistan, recovering in Kabul from a serious case of hepatitis, enhanced with dysentery, that I understood sugar.   My liver was on strike and the doctors told me that I should eat lots of simple sugary food to keep my blood sugar levels up.   The dysentery told me otherwise: I knew from an early bout in Shiraz, that a diet of unleavened whole meal flat bread and unsweetened tea was the key to stopping the runs.   So I tried it again and the dysentery cleared up in 2 days.   Amazingly, so did the hepatitis.  My liver stopped throbbing with pain and the whites of my eyeballs went from greenish yellow to something close to white.

That autumn, back in Philadelphia, I adopted the macrobiotic diet which forbids sugar.  My health rose to an even higher level and I haven't once needed to see a doctor since about my health.  After a few years I was able to reintroduce alcohol into my diet but tried to keep a lid on sugar.

In 1966 I was in London, aiming to open a macrobiotic restaurant and study centre. From December, I was a regular at the UFO Club, where proto-hippies would listen to the Pink Floyd and then buy macrobiotic food that my mother had helped me make.  My little band of macrobiotic missionaries would then explain to people trying this strange food that brown rice was good for you and sugar should be avoided.  I opened a little basement restaurant in Notting Hill in February 1967.  Yoko Ono was one of our first customers, as she knew about macrobiotics from Japan.

We made bread without yeast, macrobiotic-style and I imported books like Zen Macrobiotics by Georges Ohsawa (Nyoiti Sakurozawa) that were sold in Indica Books, the bookshop owned by Paul McCartney and Barry Miles.

Macrobiotics avoided yeast for the same reason they avoided sugar: too much could cause dysbiosis of the gut flora.  Meanwhile the American Medical Association called macrobiotics a diet that 'could lead to death'

Dr. Arnold Bender, Britain's top nutritionist, said white bread was the most easily digestible and nutritious bread you could eat, slapping down the wholemeal alternative as too slow to digest and with lower nutrients, because wheat bran fibre has no protein and carbohydrate.

In 1968 I had to leave Britain and my brother Gregory opened a larger restaurant in Bayswater called Seed.

None of the desserts were made with sugar - a touch of salt was enough to bring out the sweetness of the apples in the crumbles.  At festivals like Glastonbury and Phun City we would serve up porridge to the festival goers and got into trouble at one festival as our customers would head off to an adjoining catering tent to get sugar to sprinkle on their porridge and muesli.  We had a shop on the Portobello Road called Ceres Grain Shop that sold all the whole grains, beans, seeds and organic vegetables but the only sweet thing we sold was Aspall organic apple juice.

I wrote a book called About Macrobiotics in 1972 that was translated into 6 languages and sold half a million copies where I wrote: "If sugar was discovered yesterday it would be banned immediately and handed over to the Army for weapons research."

We were hard core.  My kids didn't dare even ask for sweets - they might sneak them with friends at school but would destroy the evidence before they got home.

We didn't believe in refined cereals either - no white flour or white rice touched our lips.  Our macrobiotic food wholesaling company Harmony Foods introduced the first organic wholegrain rice.   In 1973, with other pioneering natural food companies we wrote the manifesto of the Natural Foods Union.  We promised each other not to sell sugar or any products containing sugar or white flour or white rice.  We were committed to developing organic food sources which were then rare.  Signatories included Community Foods, our own Harmony Foods and Ceres Grain Shop, Haelan Centre, Infinity Foods, Harvest of Bath, Anjuna of Cambridge and On The Eighth Day in Manchester.

We published a magazine called 'Seed - The Journal of Organic Living' that had cover stories with headlines like "Garbage Grub - How The Poor Starve on Rich Foods" and a story on Britain's future which set out a dystopian vs Utopian vision where on one side people were clamouring for 24 Hour TV and More Sugar.  On the other they were tending goats and living in countryside communes eating whole natural foods.

Then in 1977 I worked out how to make jam using apple juice.  Being higher in fructose it was possible to make a jam with a lot less sweetening, so it tasted light and fruity.  They were 38% sugars from fruit when other jams were 65% sugars from sugar cane and fruit.  Whole Earth jams were an international success as they reached out to the increasing numbers of sugar avoiders in the UK, Europe and North America.

However our sales met stiff competition from much sweeter jams that used fruit juices like grape juice that were higher in glucose than white sugar and they used a lot of it, to match the sweetness of regular jam.  Our moral restraint cost us sales to these much more sugary jams.   However we also used apple juice to sweeten other products, marketing baked beans, soft drinks and salad dressings.  Even our best selling Whole Earth peanut butter contained a touch of concentrated apple juice to make it taste more mainstream.

Then, while searching for another source of organic peanuts I connected with Ewé tribal people in Togo, West Africa, who grew delicious peanuts as part of an organic crop rotation.  Unfortunately the peanuts failed our aflatoxin tests but the farmers also grew organic cocoa beans.  There was no organic chocolate on the market at that time so I got a sample made up of 70% solids chocolate made with organic cocoa beans.

We called it Green & Black's and launched it in September 1991. It was the first time I had sold a product containing real sugar from sugar cane.  It was the first organic and the first 70% and the first chocolate with a transparent supply chain.   So we put a sugar warning on the label – I think this is the only time that any company has done this. It read:  “Please Note:  This chocolate contains 29% brown sugar, processed without chemical refining agents. Ample evidence exists that consumption of sugar can increase the likelihood of tooth decay, obesity and obesity-related health problems.  If you enjoy good chocolate, make sure you keep your sugar intake as low as possible by always choosing Green & Black’s.”

How did I square this with my conscience?  Well, a French author called Michel Montignac had written a best-selling book called 'Dine Out and Lose Weight' that was one of the first places the idea of glycemic index had been in print.  In his book 70% dark chocolate had a ranking of 22 on a scale where sugar was 100.  Brown rice was at 50 and carrots at 70.  Fructose was at a mere 20.

Two of our best Whole Earth foods customers, Community Foods and Planet Organic, flat out refused to stock Green & Black’s because it contained sugar.  Tim Powell at Community said: "Craig, you were the one who got us all to not sell sugar back in the day - we can't stock this."  (they came around eventually)

I mentioned earlier that apple juice was higher in fructose.  The crystals of fructose and glucose, the two monosaccharides that make up a sugar molecule (sucrose), have exactly the same chemical formula: C6H12O6.  So what's the difference between glucose and fructose?

  1. If you beam a light into the glucose molecule it bends slightly to the right. If you beam a light into a fructose molecule it bends slightly to the left.
  2. If you put a given amount on your tongue the fructose will taste more than twice as sweet as the glucose
  3. If you eat the glucose it raises your blood sugar within 20 minutes. If you eat the fructose it has almost no impact on blood sugar.

If you eat a given amount of sugar the glucose half hits your bloodstream, the fructose half passes down your digestion and is eventually turned into glycogen or into fatty acids.  These provide an energy source that is managed by the body rather than just absorbed in the way that glucose is.  So Lucozade, a glucose drink, was marketed on the premise that ALL the sugar - because it was glucose - got through to you immediately and that this would 'speed recovery.'  It was a deluded proposition, but it captured the fact that you got twice as many sugar bangs for your bucks.

If you have apple juice, there is more fructose than glucose or sucrose, so you don't get the same 'hit' as a lot of the sugar takes a different metabolic pathway.  Corn syrup is about 80% glucose.  Because glucose isn't very sweet on the palate, you have to use a lot more of it to get to the same level of perceived sweetness.  This increases the load of glucose to satisfy the taste for sweetness, with a resulting harsh impact on the blood sugar level.    'High fructose corn syrup' has a higher level of fructose, between 45 and 55%, so it is used in industry because it has nearly the same glucose/fructose balance as white sugar.  It's healthier than ordinary corn syrup, as measured by blood glucose impact.

If you really want to get all the glucose right away then it's best to drink it on an empty stomach.  All sugars are not absorbed equally.  If you eat dessert before you eat a meal the sugar will get into your system very quickly.  If you eat dessert after a meal then it has to work its way through the previously ingested food and has a longer exposure time to your digestive bacteria. The higher the fibre content of your meal, the longer it takes for the sugar to be absorbed.   There are some fibres that are particularly good at delaying the impact of sugar.  One of these is psyllium seeds.  Not only do they delay sugar absorption by up to an hour or so, they also bulk up, by absorbing water, your intestinal contents, helping regular passage of food.  Glucomannan also has this property as does oat bran.  Wheat bran doesn't absorb water to the same degree, but it absorbs sugar and delays its release in digestion.  The longer it takes for sugar to be absorbed, the less impact it has on blood glucose level.

There are also foods that help with insulin production and that reduce insulin resistance, thanks to the presence of  chromium.  Chromium-rich foods include black pepper, broccoli, bran, brown rice, lettuce and green beans.  The leaves of the white mulberry are considered particularly effective at delaying sugar absorption,  containing a component called reductase.

There are also co-factors that accelerate the rate at which your body metabolises sugar or that challenge your natural regulatory mechanisms.  These can increase the likelihood of a blood sugar drop, known as hypoglycemia, the symptoms of which are fatigue, depression and a craving for more sugar.

These co-factors include:

Coffee and, to a lesser extent, other caffeine stimulants like tea,  maté, cola, guarana and cocoa.  They will increase the rate at which the brain burns sugar.   Small wonder then that when you purchase a cup of coffee there is always an extensive display of white flour and sugar sweetened products to tempt you.  Your body knows it's going to be short of sugar after you drink the caffeine, so you instinctively go for the antidote to have on hand as you consume the stimulant.

The liver is the main organ, along with the pancreas, that regulates your blood sugar level.  As blood flows through the liver its glucose level is measured and, if it needs topping up, the liver dips into its store of glycogen, converts it to sugar and drip feeds it into the blood.

Alcohol  When you drink alcohol the liver prioritises dealing with what it perceives as a poison and puts dealing with blood sugar on the back burner.   The pancreas also finds it harder to produce insulin and regulate insulin levels when it also has to deal with the presence of alcohol.

Dope is another culprit.  When you smoke marijuana it increases the blood level in the brain by an estimated 40 millilitres.  This increases the amount of sugar available for the brain to burn and this heightened mental activity is part of what is called being 'high.'   However this increased usage of sugar makes it harder for the liver to keep up and the resulting drop in blood sugar is the symptom known to dope smokers as 'the munchies' - an irresistible craving for sweet foods.

Glyphosate or ‘Roundup’  - research has shown that ultra low doses of Roundup consumed over time leads to fatty liver disease.  Fatty liver doesn’t function very well and therefore makes it harder for the blood to maintain the right glucose levels.  Farmers spray Roundup at the end of wheat harvest to kill off the wheat plants.  When the plants realise they are dying, they frantically make as many babies as possible, i.e. wheat grains.  This is reflected in an increased harvest quantity, but ensures that every loaf of non-organic bread or other flour product contains a low dose of Roundup residue.

Antibiotics also can lead to powerful cravings for sugar.   If antibiotics are ingested, they don't just target the disease bacteria they are taken to cure.  They wipe out the beneficial microbes that are our healthy population of gut flora.  That's why it's advisable to consume yogurt or sauerkraut or other foods rich in lactobacilli to replace these important microorganisms.  It's also a good idea to eat foods rich in fibre to help the equally important bifidobacteria which are a pivotal part of the immune system in the large intestine.  A small population of these and other beneficial bacteria are always present in your appendix.  The appendix is the body's equivalent of a survivalist's food store, a place, at the junction of the small and large intestine, where, once the antibiotics are finished, the intestines can be repopulated.  Antibiotics can not kill off the tiny population of yeasts that are a part of the wider bacterial community of the gut.  But once the dominant lactobacilli and bifidobacteria are out of the way, yeasts quickly mutate into a fungal form, candida, a sticky white slime that imbeds itself firmly in the walls of the intestines.

There is an established communication between the gut and the brain and this is a vital part of our food choices, what smells nice, how hungry we feel and also what antibodies the gut flora need to produce to combat pathogens - what we call our immune system.  When candida gets a grip, like a Russian hacker taking over the CIA,  it  takes over the communication channel and sends a message to the brain demanding more sugar.  The more of these foods it gets, the more powerful it becomes and the more successfully it outcompetes the beneficial microbes that are trying to repopulate the gut after the antibiotic A-bomb has exploded.  Getting rid of candida is not easy, but there are ways to do it:

  1. Saccharomyces - these little microbes compete effectively with candida for sugar, thereby holding back the growth of candida and starving them out. They come in capsule form
  2. L-glutamine - this also attacks candida. Also in capsules
  3. Fasting - I often say that 'breakfast is the most important meal of the day…to skip.' This is because by the time you wake up in the morning the liver's reserves of glycogen are low and it's time to convert fat into glucose to keep the blood sugar level up.  This keeps sugar away from the gut and the candida, which then die off.  If you eat a carbohydrate-rich breakfast, perhaps with a glass of fruit juice, the sugars keep the candida topped up and maintaining or expanding their population, perhaps even migrating to other parts of the body such as the vagina or skin.  Starve them out by fasting for 17 hours a day.
  4. Colonic irrigation - pumping water into the large intestine and then pulling it back out removes a lot of candida.
  5. Lactobacillli - probiotics. Eating foods rich in lactic acid and consuming spores of lactobacilli and bifidobacteria helps to create ideal conditions for repopulating your beneficial gut microbes that compete with candida
  6. Inulin - this is a molecule that is made of a long string of fructose molecules strung tightly together. It is indigestible and counts as fibre but when it gets to the large intestine the wonderfully beneficial bifidobacteria feast on it and increase their numbers by the billions.

Good food sources of inulin include whole grain wheat and rye, shallots, onions, leeks, chicory root and the white part of chicory leaves and Jerusalem artichokes.  These are all valuable nutrition for the gut microbes.  Inulin powder, extracted from chicory roots, is a concentrated source.

Candida puts pressure on you to consume the sugar it needs and urges your brain to crave refined flour products, dairy, wine, beer and sugar.  It's not just antibiotics that give candida its supremacy in the gut, it also benefits from hormone replacement therapy, the birth control pill, steroids and hydrogenated fat.

Vinegar also plays a role in sugar metabolism.  Nobody’s quite sure why, but if you take 2 tablespoons of vinegar before a meal the increase in blood glucose later is 34% lower than if you don’t take vinegar.  That’s a big difference as it keeps the level at a level less likely to be stressful.

Lactate

The brain consumes glucose as the energy source that enables neurons to fire.  It's the 'carb' or 'carbon' in 'carbohydrate' that is the energy source.  Oxygen feeds the fire of carbon in the body, which is why we breathe.  So we are like a coal fire, burning carbon to keep ourselves warm and to enable our brains and bodies to function well.  However,  lactate is another rich source of carbon for the brain.  If there is lactate in the blood then the neurons in the brain will preferentially coat themselves in it rather than with glucose.  It's as if lactate is like gas fuel for the brain, glucose more like coal or wood.  Where do we get lactate?

  1. When our digestive system has a healthy population of lactobacilli they will compete with candida and other microbes that are eating starch or sugar and a by-product is lactate
  2. When we walk, run, jump or dance or do any exercise our muscles burn glucose and give off lactate.

At some point in evolution our brains evolved to function best on the super fuel of lactate in preference to glucose.  Glucose for the body, lactate for the brain.

So exercise is really important as it provides a better quality of energy for the brain  - lactate also delays brain ageing and neurodegeneration.  The heart and liver use it, too. Insulin function works much better too if there has been exercise and lactate production.  This is why exercise is increasingly being used as a cure for pre-diabetic conditions and for curing Type 2 diabetes in many cases.

Plato wrote: 'I fast for greater physical and mental efficiency'.  Kellogg's say 'Breakfast is the most important meal of the day."  Who to trust on this?  Everyone has a different metabolism, but they all have the power to change bad habits.

Metabolic Syndrome is the name for the multi-symptom disease that is typical of modern sedentary people.

It's also known as 'Sitting Disease.'  If a person gets up in the morning, sits down for breakfast, then sits in a car or on a train or bus, then sits at a desk or an assembly line and then sits down to return home to sit down to eat a meal and then sits watching television or enjoying social media they lay the foundations for Metabolic Syndrome

Contributing factors are

  1. Inactivity/laziness (Both cause and effect but a natural human condition)
  2. Overeating - large food portions of food low in nutrients
  3. Stress
  4. Pesticides - these have a hormonal effect as well as being mildly toxic
  5. Processed denatured food that is low in fibre
  6. Hydrogenated fat - harms the circulatory system, reducing blood flow
  7. Sugar and refined cereal such as white bread and low fibre breakfast cereals
  8. Television, electronic games and sitting at computers.

So what's the answer?

Our Government has one solution for everything:  Tax it.

A tax on soft drinks will have little impact as the appetite for sugar is not responsive to pricing.  If your candida want sugar or you are on a cycle of high and low blood sugar you don't give a damn what the cost is of a soft drink.  It's the cheapest form of sugar already and a tax won't make a difference.  You get more sugar in a chocolate brownie than in a can of Coke and a brownie costs at least 3 times as much.   The best selling soft drink in Britain is Red Bull.  It costs double the cost of Coke and has just as much sugar.

A tax will help in one way though: The Government currently subsidises sugar beet farming and sugar production to the tune of £250 million per annum.  A sugar tax will raise an estimated £400 million.  So the soft drinks tax will neatly subsidise the taxpayers money that goes to sugar producers.  How smart is that?

There is a far more intelligent alternative.  Researchers studied a group of 46,000 people in a Japanese city who were over 48 years old.  They measured their blood sugar, blood pressure, lung function and other measures of health and then recommended actions to rectify any problems before they became serious diseases.  Not all of them complied, but enough did to make a difference.  They became ill less often and therefore cost the health system less.  The estimated average saving came to £200 per person per year.

In the UK, with 26 million people over the age of 48, that would be a saving to the NHS of  £5.2 billion every year.   Why don't doctors and pharmaceutical companies recommend it?  Why don't wine makers discourage wine drinking?  Why don't car makers urge walking instead of driving?  No business likes to lose its customers, even the caring professions.

In 2011 the Soil Association applied for and won a £17 million National Lottery grant to initiate its Food For Life project.  It was a huge success, with schools coming in at Bronze entry level and working up to Gold, where they offer a significant proportion of school meals that are organic, locally sourced and freshly prepared on the premises.  There are now 2 million school dinners a day served under the Food For Life Programme.  A lot of those schools have stopped serving desserts on some days a week.  These kids perform better and learn something really important: you are what you eat.

Those kids will fare better in life, but we have a couple of generations who got the worst of crap food, hydrogenated fat (recommended by doctors), exposure to lead and pesticides and other environmental toxins. They are the ones who need help.  Diabetes levels are already dropping in the Western world as more people eat more wholesome food and exercise a lot more, but there is still work to be done.  A soft drinks tax is pathetic when you consider what the government could be doing to support healthier lifestyles

Change begins with the individual and it's about education.  If people are junk food junkies they will always find junk food. Trying to reform the food industry, which is responding to demand that arises from a multiplicity of causes, is to fight the wrong battle.  If we change demand then supply will follow.

The new science of epigenetics informs us that acquired characteristics can be inherited.  The unhealthy acquired characteristics of previous generations has been one factor in the increase in autism, birth defects, hereditary diabetes and other diseases, food allergies and other developmental problems.  But we need not despair, this is already being turned around and future generations can look forward to even better food produced in a cleaner environment to make healthier happier people, whose babies will be even healthier and happier.  We know more now about these factors than we ever did before, so we have the power to evolve positively.

The Future of Food, Wessanen

GOOD AFTERNOON.  AND MANY THANKS FOR INVITING ME TO SPEAK HERE THIS AFTERNOON.

AS THE FOUNDER OF WHOLE EARTH I’D LIKE TO DISCUSS HOW WE TOOK OUR VALUES, WHICH FOR MANY YEARS HAD BEEN A COMPETITIVE DISADVANTAGE, AND TRANSFORMED THEM INTO A COMPETITIVE ADVANTAGE.

FORGIVE ME FOR DRAGGING YOU BACK INTO THE DIM AND DISTANT PAST, BUT TO OFFER ANY COMMENTS ON THE FUTURE FOR WESSANEN ORGANICS IT HELPS TO KNOW A BIT ABOUT ITS HERITAGE AND THE STORY OF THE WHOLE EARTH BRAND HAS BEEN WOVEN INTO IT FOR AT LEAST 34 YEARS. 

IN 1965 I TRAVELLED THE ‘HIPPIE TRAIL’ JUST A FEW YEARS BEFORE IT ACQUIRED THAT NAME, HITCHHIKING, WALKING AND TAKING TRAINS AND BUSES FROM LONDON TO INDIA VIA SYRIA, IRAQ, KUWAIT, IRAN AND PAKISTAN.

EVENTUALLY I WAS IN NEW DELHI, WHERE I SPEND A NIGHT IN THE GENERAL HOSPITAL WITH ADVANCED AMOEBIC DYSENTERY AND INFECTIOUS HEPATITIS.

REALISING I MIGHT DIE IF I STAYED IN THE HOSPITAL, I STRUGGLED ON TO KABUL, WHERE I RESORTED TO THE SIMPLE FOLK REMEDY OF UNLEAVENED WHOLEMEAL FLATBREAD AND UNSWEETENED STRONG TEA TO TREAT THE DYSENTERY.

THE LIVER PAINS SUBSIDED AND I WAS FIT ENOUGH TO TRAVEL BACK TO LONDON.  HOWEVER, I HAD LEARNED THAT DIET AND HEALTH WERE INEXTRICABLY INTERLINKED AND, BACK AT UNIVERSITY IN PHILADELPHIA LATER IN 1965, I ADOPTED THE MACROBIOTIC DIET.

ON GRADUATION IN 1966 I DECIDED TO OPEN A MACROBIOTIC RESTAURANT IN LONDON, SOON TO BE JOINED BY MY BROTHER GREGORY.

SETTING TRENDS:

- MACROBIOTICS

- Organic - Sustainable

- Wholegrain

- Local and Seasonal

-‘Justice’ (Fair)

- Balanced

- Zen/Japanese (Miso,Nori)

- No Additives, hormones

- Avoid sugar

- Eat only when hungry

- Exercise

SEED RESTAURANT WAS A SUCCESS,  IT WAS THE LEGENDARY HIP - AND HIPPIE - MACROBIOTIC WATERING HOLE OF THE LATE 60S, WHERE BROWN RICE AND ORGANIC VEGETABLES DOMINATED THE MENU. OUR RESTAURANT ROCKED, BOTH WITH PROGRESSIVE MUSIC AND A GROOVY CLIENTELE DRAWN FROM LONDON’S ALTERNATIVE SCENE OF MUSIC, THE ARTS AND FASHION.

JOHN LENNON WAS ONE OF OUR REGULARS AND HE GAVE MY BROTHER GREGORY A LITTLE CARTOON IN GRATITUDE FOR OUR FOOD AND FOR HARMONY, THE PIONEERING MAGAZINE GREGORY PUBLISHED.

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WE ESPOUSED A DIET THAT PRESCRIBED WHOLEGRAINS AND ORGANIC FOODS THAT WERE LOCAL AND SEASONAL – AND PROHIBITED ADDITIVES,  COFFEE, SUGAR, FACTORY FARMED MEAT AND YEAST.  WE THOUGHT MACROBIOTICS WAS THE ESSENTIAL FOUNDATION FOR A SUSTAINABLE FUTURE IN A WORLD RUNNING OUT OF RESOURCES, WITH A GROWING POPULATION AND INCREASING DEGENERATIVE DISEASE.   I STILL DO.

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THE AMERICAN MEDICAL ASSOCIATION RATHER ALARMINGLY SAID THAT THE DIET WOULD ULTIMATELY LEAD TO DEATH.  THEY WERE OF COURSE, ABSOLUTELY RIGHT.  I HAVE FOLLOWED A MACROBIOTIC DIET FOR 49 YEARS NOW AND, MUCH AS I HATE TO ADMIT IT, IT’S A MATHEMATICAL CERTAINTY THAT I’M CLOSER TO DEATH THAN I WAS IN 1965

BUT I FEEL HEALTHIER THAN I DID THEN AND I’VE NEVER FELT BAD ENOUGH TO NEED TO SEEK MEDICAL HELP OF ANY KIND, FOR WHICH I AM GRATEFUL.

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MY BOOK, ABOUT MACROBIOTICS, WAS PUBLISHED IN 1972 AND HAS BEEN TRANSLATED INTO 8 LANGUAGES, IS STILL IN PRINT IN PORTUGUESE AND HEBREW.

I WROTE A FEW OTHER BOOKS, THE LITTLE FOOD BOOK COVERED FOOD ISSUES FROM A 2002 PERSPECTIVE AND THE GREEN & BLACK’S STORY INCLUDED SOME OF THE STORY OF WHOLE EARTH FOODS

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WE SOON HAD CERES (LATIN FOR DEMETER) - EUROPE’S FIRST NATURAL FOODS STORE - GOING FULL TILT ON THE PORTOBELLO ROAD, IN THE ALTERNATIVE SOCIETY’S THEN HEARTLAND.  THEN OTHER BUDDING RETAILERS WHO WANTED TO DO WHAT WE DID CAME TO US FOR SUPPLIES, FORMING THE WHOLESALE CUSTOMER BASE FOR HARMONY FOODS.

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WE WERE KNOWN AS THE BROWN RICE BARONS, BECAUSE IF YOU BOUGHT BROWN RICE IN THE 1970S IN BRITAIN OR IRELAND IT CAME FROM US.

WITH OTHER RETAILERS, WE FORMED THE NATURAL FOODS UNION, PROMISING EACH OTHER NEVER TO SELL PRODUCTS CONTAINING SUGAR OR ARTIFICIAL INGREDIENTS, THUS DEFINING THE NATURAL FOODS MARKET.

WE ALSO MADE PEANUT BUTTER UNDER THE HARMONY BRAND.

IN 1977 I CREATED APPLE JUICE SWEETENED JAMS THAT WERE THE FIRST PRODUCTS IN THE ‘NO SUGAR ADDED’ CATEGORY.  THAT WAS THE YEAR THAT WE ALSO STARTED TO SUPPLY SUPERMARKETS, BREAKING THE BRAND BARRIER THAT STILL INHIBITS RETAIL SALES OF ORGANIC PRODUCTS IN MANY EUROPEAN COUNTRIES AND MAKES THE DEVELOPMENT OF NATIONAL BRANDING MORE DIFFICULT.  WE HAD DEVELOPED THE WHOLE EARTH BRAND TO BE OUR SUPERMARKET BRAND BUT THEN DECIDED TO USE WHOLE EARTH TO BRAND ALL OUR PRODUCTS AND MIGRATED OUR HARMONY PEANUT BUTTER ACROSS TO WHOLE EARTH AND THE HARMONY BRAND WAS RETIRED.

WE WERE THE FIRST WITH ORGANIC BROWN RICE, SOURDOUGH BREAD, NORI SEAWEED, MISO, BREWED SOYA SAUCE, ADUKI BEANS, NATURAL PEANUT BUTTER, NO SUGAR ADDED JAMS, ORGANIC BAKED BEANS AND CARBONATED FRUIT JUICE DRINKS - BUT THERE WAS ALWAYS SOMEONE BIGGER AND STRONGER THAN US WHO WAITED UNTIL THE CATEGORY GOT BIG ENOUGH, THEN DID WHATEVER IT TOOK TO GET RID OF US. OFTEN THEY WERE OUR OWN DISTRIBUTORS AND IT WOULD BE UNREALISTIC NOT TO MENTION DISTRIBORG AND NATUFOOD, BOTH OF WHOM BUILT THEIR BUSINESSES ON EXCLUSIVE DISTRIBUTION AGREEMENTS OF WHOLE EARTH JAMS AND THEN LATER SWITCHED CUSTOMERS TO THEIR OWN LABEL VERSIONS, NATUFOOD AND BJORG, FRUSTRATING OUR HOPES OF BUILDING A EUROPEAN BRAND IN PARTNERSHIP WITH OUR IMPORTERS.

NONETHELESS, BY THE LATE 1980S WE MANAGED TO CREATE A VERY SUCCESSFUL AND MUCH-LOVED PRODUCT IN WHOLE EARTH PEANUT BUTTER.  IT HAD A RESPECTABLE 20% OF THE BRANDED PEANUT BUTTER MARKET. THEN NESTLE TOOK OVER SUN PAT.  THEY COULDN’T ACCEPT OUR EXISTENCE AND TOOK STEPS TO ELIMINATE US.

IN 1989 NESTLE SUN PAT LAUNCHED WHOLENUT – THE LABEL ARTWORK LOOKED LIKE OURS, THE NAME SOUNDED LIKE WHOLE EARTH EVEN THE RECIPE EMULATED OURS.   VISITING A SUPERMARKET BUYER WAS LIKE SEEING YOUR OWN FUNERAL REFLECTED IN THEIR EYES – THEY KNEW THAT THIS WOULD PROBABLY BE YOUR LAST VISIT – THEY’D SEEN THE STORYBOARDS FOR THE £5 MILLION TV ADVERTISING LAUNCH THAT NESTLE WERE PLANNING. WE MANAGED TO SEE THEM OFF, SHOWING THE POWER OF THE WHOLE EARTH BRAND. THEY COULD HAVE BOUGHT OUR BRAND AT THAT TIME FOR £2 MILLION AND SAVED £3 MILLION BUT EGOS DON’T WORK LIKE THAT.  NESTLE’S WHOLENUT LASTED JUST 4 YEARS.

Sugar vs Apple Juice
Sugar vs Apple Juice

WE ALSO LAUNCHED THE FIRST NO SUGAR ADDED SOFT DRINKS IN 1984 – SWEETENED WITH APPLE JUICE

THESE WERE THE FORERUNNERS OF THE WHOLE EARTH SOFT DRINKS RANGE

REPLACING SUGAR WITH APPLE JUICE WAS THE BACKBONE OF THE WHOLE EARTH RANGE IN THE 1980S BUT THE FUTURE FOR THIS CONCEPT OF NO ADDED SUGAR IS LIMITED – UNLESS THE CALORIE CONTENT IS LOWER THERE ISN’T REALLY MUCH DIFFERENCE.

AT WHOLE EARTH’S 20TH BIRTHDAY PARTY IN 1987 I MADE A HERBAL BREW BASED ON OUR WHOLE EARTH COLA BUT WITH ADDED GUARANA AND CHINESE HERBS.  IT REALLY PEPPED UP THE OCCASION.  WE COULDN’T LAUNCH IT AS A WHOLE EARTH PRODUCT AS IT WAS EDGIER THAN RED BULL – NOT RIGHT FOR THE BRAND. SO WE NAMED IT GUSTO.

Gusto poster
Gusto poster
Gusto poster 2
Gusto poster 2

MY SON AND DAUGHTER LAUNCHED GUSTO IN 1990 AND IT BECAME A £500,000 BRAND.

IN 1999 WE SOLD SHARES IN WHOLE EARTH FOODS TO A GROUP OF INVESTORS AND THEY MISTAKENLY REFORMULATED GUSTO AND LAUNCHED IT IN NEW PACKAGING, ON THE ADVICE OF A WAITROSE SUPERMARKET BUYER. IN 2002 WE SOLD WHOLE EARTH AND GUSTO TO WESSANEN AND I OFFERED £100,000 TO TAKE GUSTO OUT OF THE DEAL.  I WAS REFUSED. A YEAR OR SO LATER WAITROSE DELISTED GUSTO AND I BOUGHT THE BRAND BACK FOR £2000.  MY SON WENT BACK TO THE ORIGINAL FORMAT, MADE IT ORGANIC AND IT IS NOW A £300,000 BRAND AND GROWING

IN 1989 WE LAUNCHED THE FIRST ORGANIC PEANUT BUTTER. TESCO GAVE US A LISTING.

THEN A SHIPMENT OF PEANUTS FAILED OUR QUALITY CONTROL AND IT TOOK 7 WEEKS FOR ANOTHER CONTAINER FROM PARAGUAY TO REACH US. SO WE STARTED LOOKING FOR A SUPPLIER WE COULD RELY ON.  LISBETH DAMSGAARD OF URTEKRAM TOLD ME ABOUT AN ORGANIC PROJECT IN TOGO, WEST AFRICA AND I GOT IN TOUCH WITH ANDRE DEBERDT, A FRENCHMAN WHO WORKED WITH THE GROWERS. ANDRE SENT ME A PEANUT SAMPLE AND WE TESTED IT FOR AFLATOXIN.  IT FAILED. I RANG ANDRE TO GIVE HIM THE BAD NEWS. HE MENTIONED THAT THE SAME FARMERS ALSO GREW ORGANIC COCOA BEANS.  I GOT HIM TO ARRANGE FOR A SAMPLE OF 70% SOLIDS CHOCOLATE TO BE MADE FROM THOSE BEANS.  WHEN IT ARRIVED I MANAGED TO KEEP SOME BACK FOR JOJO FAIRLEY, MY GIRL FRIEND AND A JOURNALIST.

WHEN SHE TASTED IT SHE SAID “THIS IS THE BEST CHOCOLATE I’VE EVER TASTED! YOU’VE GOT TO DO IT!”

IT COULDN’T GO UNDER THE WHOLE EARTH BRAND AS WE WERE A NO SUGAR BRAND.  JOJO HAD JUST MOVED IN WITH ME AND HAD £20 GRAND IN THE BANK FROM THE SALE OF HER FLAT IN FULHAM, SO I DECIDED TO TAKE A RISK - WITH HER MONEY.

THERE WAS NOTHING ELSE THAT HAD EVEN 50% COCOA SOLIDS, NOTHING THAT WAS ORGANIC AND NOTHING THAT TASTED AS GOOD, SO WE CHARGED INTO THIS TRIPLE NICHE.

WE SAT IN BED ONE NIGHT THINKING UP A BRAND NAME – WHOLE EARTH WAS A NO SUGAR BRAND AND HAD TO STAY THAT WAY.

I’M GLAD WE DIDN’T CALL IT ECOCHOC, ORGANICHOC OR NATUCHOC

WE WANTED A BRAND THAT SOUNDED LIKE IT HAD A GLORIOUS CONFECTIONERY HERITAGE.  IT NEEDED TO SOUND LIKE WE’D BEEN CRAFTING ARTISAN CHOCOLATE SINCE TIME IMMEMORIAL.

WE WERE ‘GREEN’ BECAUSE WE WERE ORGANIC AND ‘BLACK’ BECAUSE WE HAD THE DARKEST CHOCOLATE ON THE MARKET, SO GREEN & BLACK’S PUSHED ALL THE RIGHT BUTTONS.  AND YOU COULD PRONOUNCE IT IN ANY LANGUAGE.  SOME OF YOU HERE MAY HAVE HAD TO REPEAT THE WORDS ‘WHOLE EARTH’ SEVERAL TIMES BEFORE ANYONE UNDERSTANDS WHAT YOU’RE SAYING. AS SOON AS SHE SAID ‘GREEN & BLACK’S’ WE KNEW WE HAD OUR NAME.

THE WHOLE EARTH OFFICES WERE IN THE SHOP BELOW MY FLAT ON PORTOBELLO ROAD SO I LEAPED OUT OF BED AND MOCKED UP A DESIGN IN 10 MINUTES.

Green & Black's 1st design
Green & Black's 1st design

THE NATURAL FOOD TRADE WERE RESISTANT.  SUGAR WAS STILL A BIG NO-NO IN THE TRADE AND YOU CAN’T SWEETEN CHOCOLATE WITH APPLE JUICE..

Green & Black's 1st bar
Green & Black's 1st bar

COMMUNITY FOODS, THE BIGGEST NATURAL FOODS WHOLESALER, REFUSED TO STOCK GREEN & BLACK’S BECAUSE IT CONTAINED SUGAR.  HOWEVER, BECAUSE THEY WERE ALSO A MASTER DISTRIBUTOR FOR THE WHOLE EARTH RANGE. I URGED THEM TO RECONSIDER THEIR NO SUGAR POLICY AND THEY WERE RELUCTANTLY BLACKMAILED INTO STOCKING THE CHOCOLATE.  THAT WAS THE END OF THE NO SUGAR RULE IN THE UK NATURAL FOODS SECTOR.

WE ALSO GOT IN TO SAINSBURY’S AND SAFEWAY.

FROM THE OUTSET WE EDUCATED THE PRESS AND CONSUMERS ON THE ETHICAL ISSUES, EMPHASISING THE BENEFITS TO THE AFRICAN PRODUCERS.

IN 1992 WE WON THE FIRST ETHICAL CONSUMER AWARD AND GAINED THE IMPORTANT SUPPORT OF THE WOMEN’S ENVIRONMENTAL NETWORK, WHO HAD JUST PUBLISHED CHOCOLATE UNWRAPPED, A BOOK WHICH HIGHLIGHTED THE DREADFUL PLIGHT OF WOMEN ON LARGE COCOA PLANTATIONS AND SUGGESTED WOMEN SHOULD REFUSE TO BUY CHOCOLATE

Chocolate Unwrapped
Chocolate Unwrapped

JOJO BONDED INSTANTLY WITH BERNADETTE VALLELY, WHO FOUNDED THE NETWORK AND WE MADE SURE THAT OUR CHOCOLATE WAS AVAILABLE AT ALL THEIR EVENTS.  IF YOU JOINED THEIR NETWORK, YOUR JOINING GIFT WAS A BAR OF GREEN & BLACK’S.

WE CALLED IT GUILT – FREE CHOCOLATE.  BUT FIRST WE HAD TO EXPLAIN TO PEOPLE WHAT THEY SHOULD FEEL GUILTY ABOUT.

WE ADDRESSED MORAL GUILT - WE PAID FAIR AND FIXED PRICES AND THE GROWERS WERE NOT EXPOSED TO DANGEROUS CHEMICALS.

WE ADDRESSED SUGAR GUILT - IT WAS LOWER IN SUGAR THAN ANY OTHER CHOCOLATE, ALL THE REST WERE 50-65% SUGAR, OURS WAS ONLY 29%.

WE ADDRESSED ENVIRONMENTAL GUILT - WE WERE SHADE-GROWN ORGANIC, SO WE HELPED THE RAIN FOREST.

ABOLISHING GUILT ON CHOCOLATE-RELATED ISSUES HELPS TAKE THE EDGE OFF THIS PURITANICAL GUILT OF SELF INDULGENCE AS WELL.

A HEADLINE IN THE INDEPENDENT SUMMED IT UP: “RIGHT ON – AND IT TASTES GOOD, TOO.”

Independent on Green & Black's
Independent on Green & Black's

IN 1993 I CONTACTED SOME OLD FRIENDS AMONG THE MAYA IN BELIZE, WHOSE COCOA PLANTATIONS I HAD VISITED 5 YEARS EARLIER AND WHO WERE MEMBERS OF THE TOLEDO CACAO GROWERS ASSOCIATION.

Toledo Cacao Growers Assoc
Toledo Cacao Growers Assoc

I FOUND THAT THERE WAS AN OPPORTUNITY TO LAUNCH A PRODUCT AND A PROJECT THAT FROM THE OUTSET COULD BE DESIGNED TO BE A PERFECT EMBODIMENT OF ORGANIC AND FAIR TRADE PRINCIPLES.

WE WORKED OUT A NEW DEAL FOR A NEW PRODUCT CONCEPT - MAYA GOLD - AND MADE AN OFFER TO THE TCGA.

1. A FIVE YEAR ROLLING CONTRACT, PAYING $1.75 PER POUND

2. HELP TO OBTAIN ORGANIC CERTIFICATION.

3. A  $20000  CASH ADVANCE SO THAT THE FARMER MEMBERS WERE GUARANTEED ‘SPOT CASH’.

4. WE TRAINED KEY COOP MEMBERS IN MANAGEMENT ACCOUNTING, CORRECT FERMENTATION AND QUALITY CONTROL TO ENSURE THAT OUR ORGANIC COCOA BEANS TASTED BETTER THAN ANYONE ELSE’S.

A FEW WEEKS LATER I MET MIKE DRURY OF THE FAIRTRADE FOUNDATION, WHO URGED US TO CONSIDER THE FAIRTRADE MARK.  IT HADN’T YET BEEN SEEN ON ANYTHING AT THAT TIME AND WHAT WE WERE DOING MATCHED OR EXCEEDED ALL THEIR CRITERIA, SO WE AGREED.

Maya Gold 1st packaging
Maya Gold 1st packaging

MAYA GOLD WAS LAUNCHED ON MARCH 7 1994 ON THE OXFAM STAND AT THE BBC GOOD FOOD SHOW IN LONDON.   WE DIDN’T ADVERTISE – WE DIDN’T NEED TO.  BBC NEWSROUND SENT A CAMERA CREW TO BELIZE AND CAME BACK WITH FOOTAGE OF MAYA KIDS EATING MAYA GOLD, THE FIRST TIME MANY OF THEM HAD EVER TASTED CHOCOLATE AND PROBABLY THE FIRST TIME THAT PRODUCERS OF CACAO HAD SEEN THE FINISHED PRODUCT OF THEIR EFFORTS.

THAT DATE MARKED THE BIRTH OF THE FAIRTRADE MARK AND TOOK IT FROM A WORTHY IDEA TO A SUPERMARKET SHELF REALITY, STARTING WITH SAINSBURY’S AND SOON IN ALL THE MAJORS.  CLIPPER TEAS AND SOON FOLLOWED

Fairtrade
Fairtrade

BEING FIRST WITH THE FAIRTRADE MARK GENERATED A HUGE WAVE OF PUBLICITY -

.

THE ECONOMIC BENEFITS OF MARKET SECURITY TO THE GROWERS ARE OBVIOUS.  A BONUS HAS BEEN A CASCADE OF UNFORESEEN ADDITIONAL BENEFITS – A VERITABLE FAIR TRADE VIRTUOUS CIRCLE.

Maya village
Maya village

EVERY MAYA VILLAGE IS SITED ON A RIVER, WHICH SERVES AS BATH AND LAUNDRY AND DRINKING WATER SUPPLY. SKIN DISEASES, RASHES AND BLISTERS ARE A THING OF THE PAST NOW THAT CHEMICAL USE HAS BEEN ABANDONED.

Maya bird
Maya bird

MIGRATORY BIRD POPULATIONS HAVE INCREASED DRAMATICALLY, REFLECTING INCREASED FOREST SHADE COVER AND REDUCED PESTICIDE RESIDUES.

MAYA RESERVATION LAND HAS BEEN KEPT INTACT AND THE BANK HAS NOT FORECLOSED ON THE OLD LOANS.

parrot
parrot

THE AMERICAN AUDUBON SOCIETY OWN A SCARLET MACAW BREEDING RESERVE IN BELIZE.  THE FARMERS THERE HAVE STARTED GROWING CACAO IN ORDER TO PROTECT THE HABITAT OF THIS AREA WHERE MACAWS FROM ALL OVER CENTRAL AMERICA COME TO BREED

fish
fish

THE MANGROVE AND CORAL REEF WERE BECOMING SILTED UP FROM AGRICULTURAL RUNOFF AND DAMAGED BY PESTICIDES.  NOW TARPON ARE RUNNING UP THE RIVERS, ATTRACTING AMERICAN FLY FISHERMEN, ANOTHER GOOD SOURCE OF TOURIST INCOME.

OUR ENLIGHTENED SELF INTEREST PAID OFF.  MOST ENTREPRENEURS BENEFIT FROM KEEPING THEIR SUPPLIERS AND CUSTOMERS IGNORANT OF EACH OTHER.  OUR SUCCESS AROSE FROM BEING ACTIVELY TRANSPARENT.

THE SOCIAL BENEFITS WERE THERE, TOO

UNTIL WE BEGAN TRADING WITH THE MAYA, THERE WAS VIRTUALLY NO SECONDARY EDUCATION FOR CHILDREN FROM THE COCOA-GROWING VILLAGES.  TODAY, 80% OF MAYA PRIMARY SCHOOLCHILDREN GO ON TO ATTEND SECONDARY SCHOOL, AND QUITE A FEW HAVE MOVED ON TO UNIVERSITY.

Craig with Maya women
Craig with Maya women

WOMEN CONTROL THE FINAL STAGES OF CACAO PRODUCTION AS THEY DO THE FERMENTING AND DRYING.  THEY TAKE IT INTO TOWN ON MARKET DAYS AND CONVERT IT INTO CASH. THIS STRENGTHENS THE ECONOMIC POSITION OF WOMEN AND WOMEN SPEND MONEY ON HEALTH AND EDUCATION.

AN ENTREPRENEURIAL CULTURE IS EMERGING, TOO.  CYRILLA CHO, FOR EXAMPLES, RUNS A NURSERY THAT SELLS LOCAL VARIETIES OF CACAO TREES TO FARMERS, REPLACING THE UNRELIABLE HYBRIDS INTRODUCED IN THE 1980S.  SHE ALSO MAKES CHOCOLATES FROM HER OWN COCOA BEANS, WHICH ARE SOLD IN LOCAL HOTELS AND SHOPS.

Cyrilla Cho & Craig
Cyrilla Cho & Craig

ANDREW PURVIS

WE WOULD NEVER HAVE DARED TO MAKE THE CLAIMS THAT THE ARTICLE MADE ABOUT US - SOMETIMES PR IS THE ONLY WAY TO TELL A REALLY GOOD STORY.

Observer Food Monthly
Observer Food Monthly

ALL THIS HAPPENED WITHOUT US EVER ACTUALLY MAKING A BAR OF CHOCOLATE.  IN FACT I STOPPED MAKING PEANUT BUTTER AND JAM WHEN I SOLD MY EQUIPMENT TO DUERR’S IN 1988.   A FACTORY THAT MAKES THINGS IS NO MORE IMPORTANT THAN THE ROAD OR THE TRUCK THAT DELIVERS THINGS.  THE ORIGIN OF INGREDIENTS, WHEN THEY ARE ORGANIC, CLIMATE FRIENDLY, FAIRLY SOURCED AND SUSTAINABLE ARE THE ISSUES THAT CUSTOMERS AND STAKEHOLDERS CARE ABOUT.

SCALE OR RESILIENCE?

WHAT WE ACHIEVED IN BELIZE HAD MUCH WIDER RAMIFICATIONS.  INSTEAD OF BEING SEEN AS A MARGINAL AND QUIRKY APPROACH TO CACAO PRODUCTION, THE ORGANIC AND SUSTAINABLE APPROACH IS COMING TO REPLACE THE CHEMICAL DEPENDENT PLANTATION MODEL IN COFFEE, OIL PALM AND RUBBER TO NAME A FEW EXAMPLES.  THE SMALLHOLDER FARMER IS NO LONGER SEEN AS A BACKWARD PEASANT TO BE REPLACED BUT IS BENEFITING FROM A REAL SHIFT IN THE BALANCE OF POWER IN THE FOOD SUPPLY CHAIN.

UNTIL THE 1960S ALMOST ALL THE WORLD'S CACAO WAS GROWN BY SMALLHOLDER FARMERS ON HOLDINGS OF A COUPLE OF HECTARES. IN THE EARLY 1970S A MAJOR PROGRAMME OF DEVELOPING INDUSTRIAL SCALE COCOA PLANTATIONS EMERGED, WITH THE MAIN NEW LOCATIONS BEING THE MALAYSIAN PROVINCE OF SABAH AND THE REGION OF BAHIA IN NORTHEAST BRAZIL

HISTORICALLY CACAO TREES WERE PLANTED 15 FEET APART, WITH SHADE TREES IN BETWEEN.  THE SHADE TREES CAPTURE SUNLIGHT FROM THE CANOPY AND RAISE MINERALS AND WATER FROM DEEP WITHIN THE SOIL.  THE LEAF FALL FROM THESE TREES FEEDS THE CACAO TREES AND THE SHADE ALSO INHIBITS THE SPREAD OF INSECT AND FUNGAL DISEASES.  IT'S A FUNCTIONAL ECOSYSTEM.  THE NEW INDUSTRIALISED SYSTEM PLANTED TREES 8 FEET APART. THERE WERE NO SHADE TREES.  CHEMICAL FERTILISERS WERE APPLIED TO SUPPLY NUTRIENTS AND ENCOURAGE HIGHER PRODUCTION. LACK OF SHADE MADE THE TREES PRONE TO FUNGAL DISEASE.   THE HOPE WAS THAT FUNGAL DISEASES AND PESTS COULD BE CONTROLLED WITH FUNGICIDES AND INSECTICIDES. THEY COULDN’T

THE PLANTATION MODEL IS FLAWED BECAUSE ITS COSTS AND RISKS ARE EXCESSIVE

FERTILIZER AND PESTICIDES COST MONEY

CLOSE PLANTING AND REDUCED SHADE ENCOURAGES FUNGAL DISEASE

WITHIN 20 YEARS BIG PLANTATIONS FAILED ALL AROUND THE WORLD.

IN 1989 85% OF BRAZIL’S COCOA PRODUCTION WAS IN THE PROVINCE OF BAHIA.  AN OUTBREAK OF THE FUNGAL DISEASE WITCHES BROOM WIPED OUT MOST OF THE PREVAILING MONOCULTURE CACAO PRODUCTION. COCOA PRODUCTION FELL 90% FROM PREVIOUS LEVELS

IN MALAYSIA THE COCOA PRODUCTION AREA FELL FROM 414000 HECTARES IN THE LATE 1980S TO A CURRENT LEVEL OF 20,000 HECTARES, A 95% REDUCTION.

SO WHERE ARE WE NOW?  LEADING CHOCOLATE PROCESSORS HAVE INTRODUCED INITIATIVES TO BUILD RESILIENCE BACK INTO THEIR SUPPLY CHAIN.   THESE PROGRAMMES ARE WELL FUNDED

MONDELEZ, OWNERS OF CÔTE D'OR, GREEN & BLACK'S AND CADBURY, HAVE INITIATED THE COCOA LIFE PARTNERSHIP, WITH $400 MILLION FUNDING AND A 10 YEAR DEVELOPMENT PLAN TO ACHIEVE THE FOLLOWING GOALS, IMPLEMENTED IN COLLABORATION WITH WWF AND ANTI-SLAVERY INTERNATIONAL.

INCREASE SMALLHOLDER INCOMES BY IMPROVING CACAO YIELDS AND QUALITY.

INTRODUCE CACAO VARIETIES THAT THRIVE WITHOUT AGRICHEMICALS

TRAIN FARMERS IN TRADITIONAL SKILLS SUCH AS SHADE MANAGEMENT, PRUNING, NATURAL FERTILITY BUILDING AND DISEASE CONTROL

ENCOURAGE DEMOCRATIC FARMER COOPERATIVES, CUT OUT MIDDLEMEN AND ESTABLISH LONG TERM SECURE CONTRACTS WITH FARMER COOPS

THIS IS ENLIGHTENED SELF INTEREST – BUT ALSO SATISFIES INVESTORS WHO CARE ABOUT SOCIAL RESPONSIBILITY AND SATISFIES CONSUMERS WHO NOW EXPECT ALL BRANDS TO OPERATE AT A HIGHER MORAL LEVEL THAN HITHERTO.  BARRY CALLEBAUT HAVE A SIMILAR SCHEME

Cacao
Cacao

MARS HAVE ALSO DONE A WONDERFUL THING

THE MARS COCOA GENOME PROJECT HAS MAPPED THE ENTIRE GENOME OF DIFFERENT VARIETIES OF CACAO AND HAS PUT THIS INFORMATION FIRMLY IN THE PUBLIC DOMAIN. RESILIENT CACAO VARIETIES ARE BEING DEVELOPED AND NO OPPORTUNISTIC COMPANY LIKE MONSANTO WILL BE ABLE TO CAPTURE THIS INTELLECTUAL PROPERTY FOR THEIR PRIVATE GAIN.

SMALLHOLDERS ARE THE BACKBONE OF ANY DEMOCRACY. PEOPLE WHO OWN THEIR OWN BUSINESS OR THEIR OWN LAND CHERISH FREEDOM, INDEPENDENCE AND HUMAN RIGHTS. INDUSTRY WILL NO LONGER NEED LARGE ARMIES OF WORKERS AS AUTOMATION TAKES OVER MOST MANUFACTURING AND ASSEMBLY OPERATIONS.  BUT THEY WILL STILL NEED CUSTOMERS FOR THEIR PRODUCTS.  SMALLHOLDERS, WITH DECENT INCOMES BASED ON FAIR PRICES, REPRESENT THAT FUTURE MARKET. THE ERA OF CHEAP FOOD BASED ON EXTERNALISING ENVIRONMENTAL COSTS SUCH AS CLIMATE CHANGE AND SOIL DEGRADATION IS COMING TO AN END.  RESILIENCE AND RESPONSIBILITY WILL BE ESSENTIAL REQUIREMENTS OF FUTURE FOOD PRODUCTION.  THE CACAO EXAMPLE IS AN EARLY INDICATOR OF THE FUTURE OF MOST FORMS OF AGRICULTURE.

CLIMATE AND FOOD SECURITY

MANY PEOPLE THINK THAT IT’S FACTORIES AND AIRPLANES THAT ARE CAUSING GLOBAL WARMING. IN FACT LAND CLEARANCE AND AGRICULTURE IS RESPONSIBLE FOR NEARLY HALF OF ALL THE GREENHOUSE GAS INCREASE SINCE 1850.

Original Louisiana
Original Louisiana

MY PLATTDEUTSCH FARMING ANCESTORS BEGAN TO CONTRIBUTE TO THIS PROCESS IN THE 19TH CENTURY, PLOUGHING VIRGIN PRAIRIE IN WISCONSIN – THE BLUE ON THE MAP AND THEN DOING THE SAME IN NEBRASKA, IN THE GREEN PART, WHERE I WAS BORN.

trees cut down
trees cut down

BY THE 1930S 80% OF THE TREES IN THIS TERRITORY HAD BEEN REMOVED.

REGULAR PLOUGHING AND CHEMICAL FERTILIZER USE ALONG WITH THE INTRODUCTION OF TRACTORS EXHAUSTED THE SOIL CARBON CONTENT.  IT FELL FROM 100 TONNES PER HECTARE TO 5 TONNES PER HECTARE. THE CARBON RICH HUMUS OF THE BLACK SOIL DISAPPEARED AS CARBON DIOXIDE.  THE SOIL LOST ITS WATER HOLDING CAPACITY, WHICH WAS IN ITS ORGANIC MATTER

THE RESULT WAS INEVITABLE

Floods
Floods

IN 1927 A PERIOD OF PROLONGED RAIN LED TO THE GREAT FLOOD OF THE MISSISSIPPI.  WATER CRESTED AS MUCH AS 9 METRES ABOVE THE FLOOD STAGE AND A MILLION AMERICANS BECAME REFUGEES.  INSTEAD OF REPLANTING TREES, THE GOVERNMENT BUILT LEVEES AND DAMS TO CONTAIN FUTURE FLOODING.

THEN IN THE 1930S CAME DROUGHT.

Dust bowl
Dust bowl

AN AREA LARGER THAN ALL OF THE BRITISH ISLES TURNED TO DUST, EVERY SUMMER, YEAR AFTER YEAR.  A MILLION REFUGEES MOVED OUT – THE ‘OKIES’ OF JOHN STEINBECK’S BOOK THE GRAPES OF WRATH.

THIS ALARMED PEOPLE IN EUROPE AND IN BRITAIN, WHO FEARED THE SAME THING WOULD HAPPEN IF FARMING WAS INDUSTRIALISED ALONG AMERICAN LINES. IT WAS A MAJOR FACTOR IN THE FOUNDING AND NAMING OF THE SOIL ASSOCIATION

Soil Association founder
Soil Association founder

THE SAME PROCESS HAS SINCE HAPPENED IN THE CHINA, INDIA, BRAZIL, UKRAINE, KAZAKHSTAN AND AUSTRALIA.  THE RATE OF CARBON EMISSION HAS DECREASED ONLY BECAUSE OUR SOIL CARBON STOCKS ARE SO DEPLETED THERE IS LITTLE LEFT TO WASTE.  BUT WE CAN RESTORE CARBON TO THE SOIL.  IT IS A BANK THAT WE'VE ALMOST EXHAUSTED OF CAPITAL, BUT WE CAN REBUILD ITS.  AS A CARBON STORE IT IS UNRIVALLED AND ALSO SECURE - CARBON IN THE OCEANS CAN RETURN TO THE AIR AS OCEANS HEAT UP. CARBON IN FORESTS CAN BE CHOPPED DOWN AND BURNED.  CARBON IN SOIL STAYS THERE.

IN 1995 THE PRINCE OF WALES DELIVERED A LADY EVE BALFOUR MEMORIAL LECTURE CALLED ‘COUNTING THE COST OF INDUSTRIAL AGRICULTURE.’  I REALISED THAT IF THE CARBON EMISSIONS SAVINGS OF FARMING ORGANICALLY WERE PRICED INTO THE COST OF FOOD AT THE REAL COST OF EMITTED CARBON THEN ORGANIC FOOD WOULD BE CHEAPER THAN INDUSTRIALLY PRODUCED FOOD.

400 OF THE WORLD'S LEADING AGRONOMISTS CAME TO THE SAME CONCLUSION 4 YEARS AGO.

IAASTD
IAASTD

-

  • Stop subsidies
  • Put human health first
  • Green Revolution had unintended consequences
  • Genetic Engineering a problem, not a solution
  • Little time left
  • Protect our agricultural capital (soil)
  • Support small farmers and diverse ecosystems
  • Study and learn from traditional farming
  • Reward farmers who prevent climate change

THIS REPORT IS NOW THE MAIN DETERMINANT OF UN POLICY ON AGRICULTURE.

I’VE HIGHLIGHTED THE LAST POINT – TO REWARD FARMERS WHO PREVENT CLIMATE CHANGE

Industrial Farm – 12 calories of fossil fuel energy to produce 1 calorie of food
Industrial Farm – 12 calories of fossil fuel energy to produce 1 calorie of food
Organic Farm
Organic Farm
Farmer
Farmer

Farmer with a hoe:    120 times more energy-efficient than an organic farmer

                                   240 times more energy-efficient than an industrial farmer

AN INDUSTRIAL FARM USES 12 CALORIES OF FOSSIL FUEL TO PRODUCE ONE CALORIE OF FOOD – WE ARE EATING OIL

AN ORGANIC FARMER USES HALF AS MUCH ENERGY TO PRODUCE THE SAME AMOUNT OF FOOD ENERGY

A FARMER WITH A HOE USES ONE CALORIE OF THEIR OWN ENERGY TO PRODUCE 20 CALORIES OF FOOD ENERGY, SO IS 120 TIMES MORE EFFICIENT IN ENERGY TERMS THAN AN ORGANIC FARMER AND 240 TIMES MORE EFFICIENT THAN AN INDUSTRIAL FARM

ORGANIC ISN'T PERFECT - IT STILL DEPENDS TOO MUCH ON FOSSIL FUELS, BUT AT LEAST IT PUTS SOMETHING BACK IN EXCHANGE FOR WHAT IT TAKES OUT.

OBVIOUSLY WE CAN’T ALL GO BACK TO HOEING THE SOIL, BUT WHAT IF THE WHOLE WORLD JUST WENT ORGANIC?

Farming Systems Trial
Farming Systems Trial

Rodale Institute 30 year trial results

  1. Organic uses 45% less energy
  2. Average yields match conventional (soybeans/corn)
  3. C sequestration 1 MT/ha (3.7 T CO2/ha) per annu

A 30-YEAR TRIAL IN PENNSYLVANIA SHOWS THAT ORGANIC FARMING CONTINUOUSLY SEQUESTERS 1 TONNE OF CARBON PER HECTARE PER ANNUM.

WHAT WOULD THIS MEAN GLOBALLY?

- USA arable: 172 Million Ha

Global arable: 1.4 Bn Ha

US is 1/8 of Global farmland

Organicc
Organicc

- USA in Metric:         Per Annum

- Conventional:  .45 Gt Co2 emitted

- If Organic:       .50 Gt CO2 sequestered

- Worldwide  Per Annum

- Conventional:  3.6 Gt CO2 emitted

- If Organic:       4    Gt CO2 sequestered

- Net improvement 7.2 Gigatonnes

- Net annual CO2 growth 2013: 5.5 Gt CO2

- Good  - but can we do better?

IF EVERY ONE OF OUR 1.4 BILLION HECTARES OF ARABLE LAND WAS ORGANIC THERE WOULD BE A NET REDUCTION OF 7 BILLION TONNES OF CARBON DIOXIDE TAKEN OUT OF THE ATMOSPHERE ANNUALLY – ENOUGH TO STABILISE AND REVERSE GREENHOUSE GAS LEVELS.

THE CLIMATE COST OF INDUSTRIAL FARMING

  • 7,000,000,000 tonnes CO2 p.a. difference
  • 1,400,000,000 ha arable land
  • = 5 tonnes CO2 per Ha per annum
  • The real cost of CO2 emitted is €70 tonne
  • €350 per ha cost benefit from organic farming

IF WE TAX CARBON EMISSIONS AND REWARD CARBON SEQUESTRATION ORGANIC FOOD IS CHEAPER

HOW MUCH CHEAPER?

WHAT WOULD THE IMPACT BE ON THE COST OF FOOD?

THE COST OF A TONNE OF CO2 EMITTED IS ESTIMATED AT BEING AT LEAST €70 PER TONNE TO FUTURE GENERATIONS.  CARBON MARKETS CURRENTLY PRICE IT AT BETWEEN ONLY €3 and €20 PER TONNE.

CARBON TAXES FACE FIERCE RESISTANCE FROM OIL, AGRIBUSINESS, MILITARY-INDUSTRIAL AND TRANSPORTATION LOBBIES WHO UNDERSTAND WHAT CARBON PRICING WILL DO THE MARKET FOR PETROLEUM, AGRICHEMICALS, INDUSTRIAL FOOD, WAR AND TRANSPORT.

BUT THE PARIS CLIMATE TALKS IN 2015 WILL BE A TURNING POINT.

THE 1994 KYOTO PROTOCOLS EXCLUDED CHINA AND INDIA AND DEVELOPING COUNTRIES AND EXCLUDED AGRICULTURE, FORESTRY AND TRANSPORTATION.  THE USA REFUSED TO SIGN, SO EUROPE ATTEMPTED TO COMPLY ALL ON ITS OWN.  IT WAS HARD FOR EUROPEAN MANUFACTURERS TO COMPETE WITH COUNTRIES THAT EMITTED UNLIMITED CARBON, LIKE CHINA.  THE VOLUNTARY MARKET HAS GROWN ANNUALLY, SUPPORTED BY COMPANIES LIKE WESSANEN WHO OPERATE SOME OF THEIR BRANDS, INCLUDING WHOLE EARTH, AS CARBON NEUTRAL.  THE COOL FARM INSTITUTE HAS LAUNCHED A WEB APP SUPPORTED BY PEPSICO, UNILEVER, HEINEKEN AND MARKS AND SPENCER THAT WILL ENABLE FARMERS TO MEASURE THEIR CARBON FOOTPRINT.  SO IS THERE HOPE, OR DO WE FACE ANOTHER 20 YEARS OF INACTION?

WHAT’S DIFFERENT TODAY?

EUROPE STILL HAS AN EMISSIONS TRADING SCHEME.  CALIFORNIA INTRODUCED ONE A YEAR AGO. QUEBEC INTRODUCED A SCHEME THAT NOW FREELY EXCHANGES AT PARITY WITH CALIFORNIA. CHINA NOW HAS 8 ACTIVE CARBON EXCHANGES IN ALL ITS MAIN REGIONS AND IS NEGOTIATING TO HAVE PRICE PARITY WITH CALIFORNIA.  THE NEW ENGLAND STATES ARE JOINING AND THE MIDWESTERN STATES SEE A HIGH CARBON PRICE AS AN OPPORTUNITY FOR WIND ENERGY.

SO AT PARIS 2015 THERE WILL BE CHINA, MOST OF THE US, CANADA AND THE EU ALREADY PRACTICING A CARBON TRADING REGIME AND PUSHING FOR A GLOBAL AGREEMENT.

AFTER PARIS THERE WILL BE A MORE ROBUST CARBON PRICING REGIME AND IT IS REALISTIC TO EXPECT IT TO CHANGE THE WAY WE FARM

pic42
pic42

WE HAVE TO MOVE SOON.  125 MILLION HECTARES A YEAR OF FARMLAND GO OUT OF PRODUCTION EACH YEAR.  AT THAT RATE TODAY’S FARM LAND WILL BE GONE IN 110 YEARS.

pic43
pic43

THE DEMAND FOR CHEAP MEAT HAS SEVERAL DANGEROUS EFFECTS AS INTENSIVE MEAT PRODUCTION RELIES ON ANTIBIOTICS TO KEEP ANIMALS ALIVE IN SHITTY CONDITIONS WHERE THEY WOULD NORMALLY DIE OF DISEASE.

  1. THE LOSS OF FOREST WHICH TURNS CARBON SINKS INTO CARBON EMISSIONS
  2. OBESITY, BOWEL CANCER AND OTHER DISEASES OF EXCESS MEAT CONSUMPTION
  3. THE EMERGENCE OF E.COLI H7/O157, A VIRULENT MUTATION OF E.COLI THAT KILLS 100 AMERICANS A YEAR AND SICKENS 265,000
  4. FAILURE OF ANTIBIOTICS – 80% OF ANTIBIOTIC USE IS ON FARMS AND EMERGING SUPERBUGS THAT ARE ANTIBIOTIC RESISTANT RAISE THE SPECTRE OF A MUTATION OF BUBONIC PLAGUE THAT COULD BE FATAL TO BILLIONS. BACTERIA LEARN FROM EACH OTHER AND TRANSFER RESISTANCE TO ANTIBIOTICS. ALL FOR A CHEAP HOT DOG

Who’s Feeding the World?

- 70% of world’s food grown on farms smaller than 5 hectares

                         NO SUBSIDIES

- 30% of the world’s food grown on industrial farms

$350 Billion yearly SUBSIDIES

THE PRICE WE PAY IN CLIMATE DISRUPTION SOIL EROSION AND DISEASE RISK FOR CHEAP MEAT AND OTHER FOOD IS DISPROPORTIONATE.  MORE THAN 2/3 OF THE WORLD’S FOODS IS GROWN ON SMALL FARMS OF LESS THAN 5 HECTARES, YET ALL THE AGRICULTURAL SUBSIDIES GO TO INDUSTRIAL FARMS THAT CAUSE THE MOST HARM AND ONLY PRODUCE 1/3 OF THE WORLD’S FOOD

Modern Farmer
Modern Farmer

A YEAR AGO IN THE UNITED STATES A MAGAZINE CALLED MODERN FARMER APPEARED.  IT IS REACHING OUT TO THE NEW ‘RURBANISTAS’ – PEOPLE WHO MAKE A LIFESTYLE CHOICE TO OWN AND WORK SMALL FARMS – THE GROW-YOUR-OWN MOVEMENT HAS MOVED FROM PEOPLE’S GARDENS TO LARGER FIELDS AND REFLECTS THE FAILURE OF INDUSTRIAL AGRICULTURE, WHICH CANNOT SURVIVE WITHOUT SUBSIDIES.  CAN IT ALSO REPRESENT THE FUTURE OF SUSTAINABLE AGRICULTURE?

DROP SHOP

-How will Wholesalers operate when customers shop online and then collect delivery from a Drop Shop?

Drop Shop
Drop Shop

ANOTHER AREA WHERE THE FOOD INDUSTRY CAN SAVE MONEY AND CARBON IS IN DISTRIBUTION.  ONLINE SHOPPING IN THE UK REACHED 20% LAST YEAR.  THE DAY OF THE SUPPLY CHAIN RUNNING FROM MANUFACTURER TO DISTRIBUTOR TO RETAILER TO CONSUMER IS COMING TO AN END.  WHAT WILL REPLACE IT?

THE ‘DROP SHOP’ CONCEPT IS EMERGING, WHERE A CUSTOMER ORDERS THEIR FOOD ONLINE AND HAS IT DELIVERED TO A LOCAL OUTLET.  THE CUSTOMER PICKS UP THE ORDER WHEN READY. THE RETAILER HAS LOW STOCKHOLDING COST, LOW STAFFING COSTS AND NO SHOPLIFTING.  THIS EMERGING MODEL, CALLED DISINTERMEDIATION OR, IN PLAIN ENGLISH ‘CUTTING OUT THE MIDDLEMEN’ HAS IMPLICATIONS FOR THE WESSANEN OWNERSHIP OF DISTRIBUTION COMPANIES AND ITS PARTNERSHIPS WITH RETAILERS. IT WILL ALSO BUST OPEN THE DIFFERENTIATION IN BRANDING BETWEEN SUPERMARKET ORGANIC BRANDS AND NATURAL FOOD ORGANIC BRANDS – THE NATURAL FOODS CUSTOMER WANTS TO AVOID SUPERMARKETS BUT IS HAPPY TO ORDER ONLINE.

WHEN CARBON PRICING COMES IN THIS MODEL WILL BECOME EVEN MORE COST EFFECTIVE AND DISRUPTIVE.

SO WHAT AM I DOING ABOUT CARBON AND SOIL?

Corn Flakes Future Forests
Corn Flakes Future Forests

Future Forests became The Carbon Neutral Company

Carbon Neutral Company
Carbon Neutral Company

IN 1996 WHOLE EARTH CORN FLAKES BECAME THE FIRST CARBON NEUTRAL FOOD PRODUCT.  WE DISCOVERED THAT, BECAUSE IT WAS ORGANIC AND WHOLEGRAIN THAT WE DIDN’T HAVE TO PLANT MANY TREES TO BALANCE OUR CARBON FOOTPRINT.  THAT GOT ME GOING ON THE LOW CARBON FARMING WARPATH.

MY NEW BUSINESS VENTURE IS AIMED AT ACCELERATING THE REMOVAL OF CARBON FROM THE ATMOSPHERE AND REBUILDING SOIL CARBON.

THERE IS AN FAST AND EFFECTIVE WAY TO REBUILD SOIL CARBON.  THIS IS TO MAKE CHARCOAL OUT OF ORGANIC MATTER SUCH AS WOOD CHIPS AND AGRICULTURAL WASTES LIKE RICE HUSKS, COFFEE HUSKS AND SHREDDED PALM LEAVES. THEN YOU PLOUGH THIS CHARCOAL INTO THE GROUND, WHERE IT IS STABLE FOR A HUNDRED YEARS OR SO. THE PRODUCT IS CALLED BIOCHAR, TO DIFFERENTIATE IT FROM THE BARBEQUE CHARCOAL

BIOCHAR DELIVERS SAVINGS IN WATER COSTS AND INPUT COSTS AND PROVIDES HEALTHIER PLANTS WITH HIGHER YIELDS.

RAR IN PORTUGAL WILL HAVE 105,000 OF THEIR 250,000 SQUARE METRES OF GREENHOUSE CROPS RAISED WITH BIOCHAR THIS YEAR. THEY DO THIS FOR ECONOMIC REASONS, BUT THE CARBON CREDITS ARE MEASURABLE .

WHEN THE CARBON BENEFITS CAN BE MONETISED, IT WILL BE EVEN MORE PROFITABLE . THIS IS ALREADY HAPPENING ON THE VOLUNTARY MARKET.  WE HAVE BEEN IN DISCUSSIONS WITH THE CARBON NEUTRAL COMPANY ABOUT THIS

Biochar
Biochar

Biochar

What is it?

• Charcoal made to be used as a soil improver

What does it do?

•Increases microbiological populations

•High surface area adsorbs mineral nutrients

•Reduces plant disease

•Improves soil fertility

•Reduces fertiliser use

•Help soils retain moisture

•Increases crop yields

•Improves soil structure

•Reduces soil greenhouse gas emissions N2O

•Long term carbon sequestration

IN A NUTSHELL, BIOCHAR SAVES MONEY ON INPUT COSTS, INCREASES YIELDS, MAKES PLANTS HEALTHIER AND SEQUESTERS CARBON

NOW WE’RE MAKING IT REAL

Making it Real

Production

Projects

Products

WE DEVISED A SERIES OF MODIFICATIONS TO A TRADITIONAL CHARCOAL KILN THAT MORE THAN DOUBLES YIELDS TO 25-30% AND REDUCES EMISSIONS BY 80%.

Carbon Gold logo
Carbon Gold logo
biochar kiln
biochar kiln

THERE ARE TEN OF THESE KILNS IN BELIZE, WHERE CACAO GROWERS WHO SUPPLY GREEN & BLACK'S USE THEM TO GENERATE BIOCHAR THAT IMPROVES YIELDS AND REDUCES DISEASE.

cacau
cacau

AS WELL AS SALES TO UK GROWERS AND PRODUCERS, WE OFFER BIOCHAR TO HOME GARDENERS.

biochar3
biochar3

SO WE’VE LAUNCHED GROCHAR, A BLEND OF BIOCHAR WITH MYCORRHIZAL FUNGI, WORMCASTS AND SEAWEED. THE PRODUCTS ARE APPROVED FOR USE IN ORGANIC FARMING.

TRIALS WITH BARTLETT TREE EXPERTS THIS YEAR SHOW EXCITING RESULTS IN CONTROLLING HONEY FUNGUS IN BUCKINGHAM PALACE GARDENS, ASH DIEBACK, PHYTOPHTHORA AND IN ESTABLISHING BEECH HEDGING.  TREE DISEASES ARE AN EXPANDING PROBLEM – BIOCHAR OFFERS A SOLUTION.

The Gulf
The Gulf

LAST WEEK I MET IN ABU DHABI WITH THE LANDSCAPE CONTRACTORS FOR THE NEW PRESIDENTIAL PALACE. THEY WANT 1700 TONNES OF BIOCHAR FOR THE PALACE GARDENS.  THIS PROJECT WILL BE A MODEL FOR REGREENING THE DESERTS OF THE ARABIAN REGION AND A MODEL FOR LAND REHABILITATION

The Climate Trust
The Climate Trust

Biochar : Carbon Dioxide

1 tonne : 2.35 tonnes

VCS
VCS

Biochar : Carbon Dioxide

1 tonne : 3 tonnes

Carbon Gold logo
Carbon Gold logo

Biochar : Carbon Dioxide

1 tonne : 6 tonnes

(Biochar made in Carbon Gold Kiln)

ONE DAY THERE WILL BE CREDITS FOR CARBON.  EVERY TONNE OF BIOCHAR WILL GENERATE FROM 3 TO 6 TONNES CO2 OFFSETS.

BUILDING TRUST IN A BRAND

ONE WAY TO BUILD TRUST IS THROUGH THIRD PARTY CERTIFICATION.  NOBODY TRUSTS BRAND OWNERS ANY MORE – THAT’S WHY INDEPENDENT CERTIFICATION OF ORGANIC, FAIR TRADE, CARBON NEUTRAL OR GMO FREE IS THE WAY FORWARD.   SOME COMPANIES TRY TO SELF-CERTIFY, BUT IT DOESN’T GENERATE THE SAME LEVEL OF TRUST. THE HORSEMEAT SCANDAL, COLLAPSING FACTORIES IN BANGLA DESH AND GMOS IN BABY FOOD ALL POINT TO THE NEED FOR THIRD PARTY CERTIFICATION

UNFORTUNATELY IN THE ORGANIC WORLD WE HAVE A PROBLEM – FAR TOO MANY CERTIFIERS.

EMPOWERING CUSTOMERS: Operation Raleigh and Community Development in Dominican Republic

Operation Raleigh and Community Development in Dominican Republic
Operation Raleigh and Community Development in Dominican Republic
Volunteers
Volunteers

THERE ARE 430 DIFFERENT CERTIFIERS OF ORGANIC FOOD IN THE WORLD.  THERE IS ONLY ONE FAIRTRADE, ONE SLOW FOOD, ONE MARINE STEWARDSHIP COUNCIL AND ONE FORESTRY STEWARDSHIP COUNCIL.

THE ORGANIC MOVEMENT HAS ITS ROOTS IN ALL THESE INDEPENDENT CERTIFIERS BUT THE TIME HAS COME TO BRING THEM TOGETHER UNDER ONE BANNER IN ORDER TO ENSURE THE INTEGRITY OF THE ORGANIC ‘BRAND’.  JUST ONE ROTTEN APPLE IN THIS BARREL OF 430 CERTIFIERS CAN DAMAGE THE CREDIBILITY OF ALL ORGANIC FOOD BECAUSE EACH CERTIFIER RELIES ON THE DOCUMENTATION OF THE OTHER ONES.  WE HAVE ALL HAD CLOSE SHAVES WITH ORGANIC PRODUCTS OF DUBIOUS AUTHENTICITY.

THE MANY DIFFERENT CERTIFIERS NEED TO HARMONISE THEIR STANDARDS, CREATE A HARMONISED DATA BASE OF ALL THEIR INSPECTION AND CERTIFICATION DATA AND CLOSE THE LOOPHOLES THAT ALLOW FRAUD.  AT THE SOIL ASSOCIATION WE HOPE TO FORM CLOSER ALLIANCES WITH OTHER CERTIFIERS – WHAT WE SHARE IS MORE IMPORTANT THAN OUR COMPETITION FOR BUSINESS.  ORGANIC COMPANIES SHOULD ACTIVELY SUPPORT AN INITIATIVE LIKE THIS AS THE VALUE OF YOUR BRANDS RELIES HEAVILY ON TRUST.

LET ME CLOSE WHERE I BEGAN, WITH A PROPOSED SYMBOL THAT COULD HARMONISE ALL THE DIFFERENT ORGANIC CERTIFICATION BRANDS.

Harmony Logo
Harmony Logo

WITH CARBON PRICING, INCREASINGLY STRINGENT CONTROLS ON HEAVY METALS IN FOODS, THE NEED TO CONTROL THE MEAT INDUSTRY AND ITS DRUG DEPENDENCY, SOIL DEGRADATION AND THE TREND TOWARDS VEGETARIANISM AND VEGANISM THE WESSANEN COMPANIES ARE WELL POSITIONED TO CAPITALISE ON THE FUNDAMENTAL CHANGES THAT ARE TAKING PLACE GLOBALLY.  BUT THIS WILL ALSO HERALD AN INVASION OF YOUR TERRITORY BY COMPANIES THAT HITHERTO HAVE

THANKS

CRAIG