Cacao Story

On Monday (May 7th) of this week I was in Hastings at a celebration called 'Jack in the Green'. A large leaf-covered man paraded through the streets, accompanied by hundreds of dancers and drummers dressed in leafy green garb, or as giants, foxes, deer and badgers. Our house, which was on the procession route, was decked in ivy and other leaves, as were most of the houses on the street. Everything was garlanded with ribbons, mostly yellow, green and white, echoing the colours of early leaf and blossom. On Sunday the local 14th C Church, much to the disgust of some of its more sanctimonious members, had even allowed the dancers into its sacred precinct, where they played and sang and danced. This ancient celebration is rooted in the old pagan festival of Beltane and acknowledges the idea that there is a 'green spirit' which was long ago anthropomorphised into the "Green Man." There is a stone carving of the Green Man's leaf-clad face carved into the stonework of the Church, reflecting a time when the Church was more accomodating of what are still seen by purists as heretical views. Jack in the Green has survived tenaciously and now the celebration grows in numbers every year and seems doomed to become a tourist attraction.

When we look at cacao, we see a tree that embodies the spirit of the forest and acts as a link between the canopy, the middle storey and the ground level. Cacao plays an important role in the rain forest where it grows, a role which extends into its products, which are pivotal to human trade and society and which have led to its propagation around the world wherever growing conditions are suitable. As an unreconstructed Lamarckian, even a Lysenkoite, I intuitively believe that an organism can consciously evolve and that the discoveries of Crick and Watson and the Human Genome Project actually confirm the Lamarckian idea that acquired characteristics can be transmitted to future generations. This contradicts the Darwinian thesis that evolution is just a series of mass extinctions punctuated by lucky genetic accidents.

I am intrigued by the conspiracy theory that humans are not the masters of the planet, but merely the mandarins or administrative class who run things for the cows, who reward us with their highly addictive milk and meat. In exchange for their products, we manage the surface of the planet to accommodate their needs, clearing forests and creating artificial pastureland in areas where forest would otherwise prevail. While cattle exist in smaller numbers than humans, their combined weight exceeds that of all humanity and the land area they occupy is greater than for any other land life form. Certainly the close cohabitation with cattle that prevailed until recently in the southern Jutland peninsula, home of the Holstein and Friesian breeds, as well as the myth of Europa, reflects an earlier belief in the mystic power of these life-giving and life-saving, beasts. If there is a candidate for a vegetable counterpart to the cow, I submit that it must be cacao. Its character, its cultivation and its natural history suggest that it is worthy of the deification that it received from the Maya and other Central American civilisations.

Every plant, as it follows and reveals the universal principles that animate all living systems, can tell us much about ourselves.

Nicholas Culpeper, the pioneering 17th Century English herbalist, wrote in his introduction to The Complete Herbal: "God has stamped his image on every creature, and therefore the abuse of the creature is a great sin; but how much more do the wisdom and excellency of God appear, if we consider the harmony of the Creation in the virtue and operation of every Herb? "

So, what is it about cacao that makes it such a special food? Theobroma Cacao grows wild in Central America in the Maya Mountains of southern Belize. Cacao is a unique tree with a unique way of capturing nutrients, protecting itself and reproducing in a harsh environment and rearing its offspring in a caring and nurturing way. In the process it produces substances that have a profound attraction to humans.

In the wild the cacao tree grows to a height of 10-20 metres, which for other trees in the rain forest would mean an inability to survive. Typically, the mahogany tree, which occupies the canopy of the forest, drops its crop of seeds to earth where they will germinate and grow to a few centimetres fed by the nutrients in the seed and then enter a sort of stasis. It takes an event such as a hurricane or logging or the collapse of an aged or diseased tree to allow in enough sunlight for the mahogany to seize its chance and make a bid for the top.

To flourish in the middle storey of the rain forest requires a very different strategy. The cacao tree still needs some sunlight, it just gets by with a lot less than most plants need to survive, by exhibiting a frugality and intelligence of function that enables it to live and reproduce in extremely deprived conditions. It tends to do best on hillsides, where glancing light increases the otherwise sparse availability of sunshine. Hence its success in the Maya Mountains, where south-facing mountain slopes allow light to cut through the canopy at an angle. In the wild it is often found in stands, where it has managed to colonise an area. The cacao tree flowers on its main trunk and leading branches. The flowers are pollinated by midges which breed on the rotting debris of the forest floor. The pollinated flower forms a pod which grows on a callus-like pad directly off the trunk or branch. The pod is as hard as wood. Each pod contains 30 or so seeds surrounded by a sweet juicy milky pulp. As the pod ripens the seeds begin to germinate, still in the pod. When the shoots and roots are a few millimetres long the pod falls to earth and rolls away from the parent tree. The pod still forms a helmet-like protective barrier over the seedlings. The clustered seeds all send down roots and send up shoots together, closely packed on the jungle floor. Eventually the shoots raise the pod up and it falls over and off, but by then the seedlings are off to a good start. If they are all successful then they gradually merge into one tree. In this respect the cacao tree has evolved in a way that is rare in nature: 1. Like a marsupial, the offspring is retained by the parent and not released into the world to fend for itself until it has developed beyond a certain point. The mother tree feeds its children until they have developed sufficiently to survive in the wild 2. Even with developed shoots and roots, the plantlets still stick closely together and sacrifice their individuality in the interests of common survival in a hostile environment.

In domesticating cacao the Maya made few changes to the wild tree. As the matriarchal horticulturalists who created many of the world's most commercially important and sensual plants including maize, amaranth, pumpkins, kidney beans, papaya, guava, chilli peppers, vanilla, tobacco and dahlias, it is perhaps not surprising that they could effect precise changes in developing the 'criollo' cacao tree. ('criollo' means 'native' in Spanish). The criollo tree differs from the wild cacao in three main ways: 1 The pod is softer and easier to open with a stone or a knife 2 The tree grows to a limited height, reduced from 10-20 metres to 3-5 metres, making pruning and harvesting easier. 3 The seeds, which are creamy coloured in wild cacao, are purple in colour in the criollo variety. This reflects a greatly increased content of alkaloids and other compounds.

It was women who domesticated cacao and created maize. With sacraments including morning glory seeds, they developed a deep rapport and understanding with plants, persuading them to evolve in ways that are beyond the ability of modern plant breeders and molecular biologists to comprehend.

The Maya cultivated cacao in forest gardens in which every tree had a function. As a result, the trees that provided shade for the cacao also provided thatching and building material, fodder, oilseeds, wood, medicines, fruit and allspice. Careful management of the shade ensures that the cultivated cacao doesn't grow too quickly and thrives in a healthy and controlled environment that closely replicates the natural wild environment of the cacao tree.

(An example of how successfully the Maya domesticated the cacao without depriving it of its intrinsic ability to live sustainably in the wild happened two years ago. One of the members of the cooperative of Maya Indians who supply us with cacao led an archaeological expedition to ruins in a remote region of Belize that has not been inhabited since the collapse of the Maya civilisation in the 9th Century. In the surrounding forest he found a stand of several hundred domesticated cacao trees that have reproduced without human support on that spot for over a millennium).

Nowadays cacao plantations are laid out on three basic patterns. 1. The oldest are in Belize and were planted on the 'whole pod' basis The farmer would simply prepare a space in the forest and then plant a germinating mature pod. Once the tree had emerged he would allow all the branches to grow and then, as some revealed themselves as more productive than others, would prune selectively to maximise yield. Yields are about 400 Kgs per hectare, combined with other forest products. 2. The typical plantation-based mode of most of the last century was to plant the cacao in rows that were 5 metres apart, growing the trees from seed. This leaves sufficient space between the trees to allow for tall shade trees, which are then managed to provide the appropriate level of light. Yields are about 500 Kgs per hectare, but considerable other economic benefits accrue, particularly to those farmers who also plant mahogany and red cedar as shade trees. Over a 25 year period the income from wood can greatly exceed that from cacao and increase with each further year. Unfortunately, because of forest protection laws and land tenure uncertainties in many areas, smallholders often do not plant high value trees in case they are confiscated by the national government. 3. The most modern and intensive method represents the system imposed by American, British, Dutch, German and Swiss 'aid' organisations in the 1980s. This massive aid programme successfully created global overcapacity in cacao and was in response to the upswing in cacao prices caused by the President of the Ivory Coast's decision to hold back supplies from the market in 1982. The trees are closely planted at 2.5 metres apart. The only shade comes from small and economically valueless shrubs and also from the top part of the cacao tree itself. Fertility comes from regular applications of nitrogen fertiliser. Yields are around 800Kgs per hectare, double the least intensive system. But, there is no other income from the land used. Disease is rampant and requires constant control. The fungal diseases Witches' broom and black pod, are common and devastating and becoming more virulent. This method represents a step too far in intensification. There are large areas of Brazil where cocoa production has collapsed completely due to ineradicable disease that has wiped out the entire base of cacao trees. A conference was held in Costa Rica1998 at which the leading chocolate companies met to seek solutions to the crash in cacao production. The conference concluded that a return to less intensive practices was the key to sustainable production. However, the legacy of the 1980s aid programme will haunt the industry for decades.

In the first two systems, fertility is almost entirely 'passive' and this has attracted criticism from organic certification organisations which are wedded to the idea that good organic agriculture requires the production and use of animal manure and vegetable composts to encourage growth. However, excessive growth, due to fertiliser and sunshine, leads inexorably to fungal disease in the cacao tree.

In a well managed plantation following the first two systems the fertility sources are manifold, but fertility is delivered over a longer time frame. The shade trees draw mineral nutrients from deep below the forest floor and transform them into leaves. When the leaves fall these nutrients are made available to the cacao tree, which has a shorter taproot combined with a mat-like network of surface-feeding roots. If you scrape back the leaf litter on the forest floor you immediately come upon the cacao roots, some of which are pointed upward, clinging to and eating into the decomposing leaves without waiting for them to break down into humus. Canopy-dwelling birds and mammals regularly deposit small amounts of guano and manure which splashes on the leaves of the cacao trees and then is washed down to the soil by rain. Because it is drip-fed to the cacao tree in continuous small quantities it does not encourage the soft sappy growth that is prone to fungal and insect attack.

Perhaps because it is slow-growing and accessible, the cacao tree exudes caffeic acid from its leaves. It is common among the Maya to snap off a leaf of cacao and chew it to a pulp, extracting a mildly stimulating dose of caffeine. In the beans in the pod, caffeic acid becomes the alkaloids theobromine (food of the gods)and theophylline (leaf of the gods), both methylxanthines in the same group of alkaloids as caffeine, which is a breakdown product of their consumption. The levels of theobromine in cacao are highly toxic and are targeted at birds and mammals. For a squirrel or a monkey one or two cacao beans are enough to bring on heart palpitations and a speedy retreat to the treetops, reinforcing the memory that this is a food not to be toyed with. Other predators on cacao don't eat the cacao, but use it to farm other food products.

Woodpeckers will make a hole in the cacao pod. This is done in order to attract flying insects that lay their eggs in the sweet inner pulp surrounding the seeds. The woodpecker then returns at regular intervals to eat the larvae. Leafcutter ants march across the forest floor carrying small sail-shaped pieces cut from leaves of cacao. They do not eat them however, but take them below ground where they provide food for a fungal culture. It is the fungus that the ants then consume.

The Maya believed in a sort of coevolution with animals, plants, soil and water. Their belief was that the quest for perfection that characterises humankind cannot be achieved without the collaboration of perfected plants and animals. The frog and the jaguar, the morning glory and the cacao tree all played significant roles in this evolutionary process and were accorded a value not solely based on what they could give to humanity, but also, like household pets, loved for themselves and treated with the same care that one would give to a family member.

Cocoa beans were also used as money during this era, one of the few instances of money truly growing on trees. The Maya trading economy used cacao as capital, in much the same way as cattle were used in Europe.

In Mexico, hot chocolate is never served at funerals but everyone drinks it on the Day of the Dead, when the souls return from another world, temporarily reborn to this world. There are many present-day cultural associations of cacao with fertility and regeneration. Hot chocolate is a symbol of human blood, much like wine in Christianity. In the bad old days of human sacrifice, the Aztec priests would wash the blood off the sacrificial obsidian knives with hot chocolate and give the resulting drink to calm the nerves of those awaiting sacrifice. In the iconography of Maya archeological sites, cacao is associated with women and the Underworld, where sprouting and regeneration are portrayed in myths with echoes of Persephone and Demeter.

The cacao tree figures prominently in Maya creation myths, being considered one of the components out of which humanity were created. Dedicated deities embody the spirit of the cacao tree and it features in the Popol Vuh as well as in the 4 day long Deer Dance. I witnessed the cutting of a tree which was to be used in the Deer Dance during the Harmonic Convergence in August 1987. It took nearly an hour of explanation, persuasion and extracting of permission from the spirits of the forest and of the specific tree before any Maya would dare to presume to touch it with an axe.

The Maya's 4-day long Deer Dance evokes the entire history of the Maya, with male dancers dressed as black dwarves in black masks referring to the era when the Maya had no culture and lived in caves. Other male dancers in pink masks and women's dresses evoke the horticultural matriarchal era before 'the Grandmothers' created corn. The dance depicts the moment when the leader of the men gently but firmly tells the Grandmother: "Henceforth we men will grow the corn." This was the moment when the holistic and horticultural matriarchal world succumbed to the hierarchical and agricultural world of priests, warriors and princes that led to the extraordinary flowering of Maya culture, short-lived but incredibly diverse, and then to sudden collapse as maize cultivation stretched the ecosystem beyond its limits. The Maya had abused their historic partners in coevolution.

Nowadays, smallholder cacao is increasingly shade grown, bird friendly, sustainable and organic. By contrast, plantation-grown cacao depends on management as waged labour cannot be relied upon to show. The usual capitalist measure of productivity, return on capital employed, does not apply in cacao production, where land value bears little relation to net income, which depends heavily on chemical inputs and waged labour. It takes one foreman to oversee about 4 labourers and the reliability of foremen is hard to measure. If trees are planted at too great a spacing then management becomes correspondingly more difficult as control depends on lines of sight and voice commands. Planting trees more closely creates more problems than it solves. Low world prices and increasing input costs put downward pressure on labour costs. This leads to increasing dependence on slave labour. This occurs in the Ivory Coast of non-Ivorian Africans, in Malaysia of tribal people. Many of these are women, who are short enough to get under the trees with backpack sprayers and then fog the tree with fungicides. Smallholder grown cacao offers the following advantages: 1 Trees enjoy considerable longevity, exceeding 100 years 2 A forest canopy performs the functions of chemicals and low waged labour in providing nutrients and preventing disease, thereby increasing carbon sequestration and biodiversity 3 Slavery is avoided 4 Sustainability is achieved as diseased trees are rare and fossil fuel inputs are not required 5 Individual freedom and enterprise, the foundation of stable democratic societies, is encouraged among smallholder farmers.

There is one cloud on the horizon for cacao. Genetic engineering of rape seed is being developed which will produce oils with the same characteristics as cocoa butter. If successful, this will lead to the reduction of the cacao tree population of the planet, with consequent loss of forest canopy and forest biodiversity that is inherent to successful cacao cultivation. A tonne of cacao costing $1000 yields approximately 1/2 tonne of cocoa powder worth $300 and 1/2 tonne of cocoa butter worth $2000. If cocoa butter is genetically engineered in rapeseed the overall value of cocoa beans will be greatly diminished. This will lead to a considerable reduction in land area devoted to cacao production, regrettably at a time when mainstream thinking is moving back to the forest-based and more extensive systems that preceded the ultra-intensification of the 1980s. More cacao and more cocoa butter, if grown on a sustainable smallholder basis, means sustainable agroforestry, with all the consequent gains in CO2 sequestration, soil protection, biodiversity and economic and political stability. More rapeseed means more soil erosion, more biodiversity loss, more concentration of power, more CO2 creation, more poverty, more subsidies and more asthma.

What is it about chocolate that makes it addictive? Is it good for you?.. What are the chemical constituents of cacao that make it so appealing? How come the cacao tree hits so many of our deepest needs right on the button? Here we come back to my cow analogy - are cacao's properties part of a pact with humans to ensure the plant's survival? A plant that is clever enough to survive in the middle storey can make itself indispensable to potential protectors. Cacao is rich in; 1. Polyphenols - these are the antioxidants found in red wine green tea, grapeseed and bilberry, are also present in chocolate. A single 20g bar of dark chocolate contains 400mg of polyphenols, the minimum daily requirement. 2. Anandamine - this substance locks onto the cannabinoid receptors, creating mild euphoria. 3. Phenethylamine - this is the substance that is found in elevated levels in the brains of people who are 'in love.' The association of chocolate with Valentine's Day and romance has sound chemical foundations. 4. Methylxanthines - Cacao's theobromine and theophylline are kinder stimulants than caffeine. They provide less coercive stimulation than coffee as they take time to break down into caffeine. 5. Magnesium - As you might expect from a plant that was developed by women, cacao is the plant world's most concentrated source of dietary magnesium. Falling magnesium levels create the symptoms of premenstrual tension, hence the premenstrual craving many women feel for chocolate. 6. Copper - an important co-factor in preventing anaemia and in ensuring that iron makes effective haemoglobin. The Maya view of hot chocolate as blood is more than a metaphor. 7. Cocoa butter - Cocoa butter is the perfect emollient for the skin, far better than the petroleum jelly substituted for it in cheap bodycare products. It melts at precisely the human body temperature. That's why people love the mouthfeel of chocolate. As the cocoa butter melts, it acts as a heat exchanger on the palate, cooling the tongue as it goes from a solid to a liquid state. Unlike hydrogenated fats, which are often substituted for it in cheap confectionery, cocoa butter stays liquid at normal body temperature, thereby avoiding the occlusion of arteries and distortion of lipid metabolising functions that hydrogenated fat consumption entails.

You show me a cow that can deliver such a comprehensive package of addictive, stress-reducing and health-enhancing ingredients.

Maya Gold In 1987 I visited a cacao grove for the first time, in Belize. I was transfixed. I was with a film crew making a film about the Deer Dance and the Crystal Skull, a Maya artefact, but something told me that cacao would be part of my future. It was one of those moments when something undefinable happened, when the hair on the back of your neck stands on end. My diary of the time includes drawings of chocolate bars called 'Maya Maya'. In 1991 a series of coincidences led me to add a chocolate business to my trading portfolio, hitherto a wholefood range that proudly proclaimed that we had never sold anything containing sugar in 24 years. Our Green & Black's organic chocolate was successful and in 1993 I contacted the Maya cacao growers in Southern Belize. This soon led to the production of Maya Gold, the first ever controlled named origin chocolate. The marketing of Maya Gold emphasised the biodiversity contribution and the social and economic benefits of smallholder cacao. To date, just a few of these benefits have been 1. Secondary school attendance has risen from under 10% to over 90% 2 A logging permit granted to a Malaysian logging company was successfully challenged by a coalition led by the cacao growers' association and 100,000 hectares of rain forest were spared the axe 3 The Kekchi and Mopan Maya, who communicate in English because their Maya languages diverged such a long time ago, have overcome mutual suspicion and work together in harmony in the democratically constituted growers association 4 Women's rights and health have benefited. Although the men do the planting, pruning and harvesting, the women control the post-harvest fermentation and drying and therefore control the end product and income from it. They are less likely to spend it on beer than men, thereby ensuring it is invested in education, clothing and health.

Maya Gold is now a supermarket staple in the UK. Of course, it helps that it tastes delicious and echoes the Maya recipe for hot chocolate, which uses allspice, vanilla and choisya (Aztec Mock Orange) leaves as flavouring. In our recipe we substitute orange for choisya but think we have recaptured the essence of the Maya cacao experience.

The success of Maya Gold shows that consumers respond to a processor's declared commitment to acknowledge and support the integrity of the cacao plant, of its forest world and of the people who tend it. They understand their place in the web of life and the leveraging impact of their purchasing decisions on issues of global concern. We are privileged to have been able to make and illustrate this connection and to profit from it, along with the Maya growers and the cacao and the forests which cacao production generates.

Ten years of Fair Trade

This month the Fairtrade Foundation, along with Green & Black’s Maya Gold, celebrate their 10th anniversary.

Fair trade hadn’t been invented in September 1991 when we launched Green & Black’s 70% cocoa solids – the first organic chocolate . Our biggest ethical dilemma was that it was made with the dreaded sugar. But it was organic, forest-friendly, sustainable and much lower in sugar than other chocolate. Ethically traded, it empowered Ewé tribal women in Togo – and, of crucial importance, it totally blew away your taste buds. “Guilt-free chocolate”, we called it.

Looking for further supplies, I contacted some old friends among the Maya in Belize and found that, after USAID had encouraged them all to plant cacao, they were facing ruin. Why? As soon as the aid workers had gone, Hershey’s buyer progressively reduced the price paid from $1.75 to 55¢ a pound. So we worked out a new deal for a new concept – Maya Gold - and made an offer to their cooperative, the TCGA. We offered: a five year rolling contract to grow cacao for Maya Gold paying $1.75 per pound, help to obtain organic certification, a $20,000 cash advance, and training in correct fermentation and quality control to ensure the best quality cacao.

British and UN aid experts advised the Maya strongly against going ahead with us and particularly against going organic, which they said would be a disaster. But the deal was agreed and signed.of the Fairtrade Foundation, who were looking for a first licensee. So we applied for Fairtrade certification. Maya Gold was the first product to bear their mark.

Maya Gold and the Fairtrade Mark were launched together on March 7 1994 at the BBC Good Food Show at Olympia. BBC News sent a film crew to Belize and came back with footage of Maya villagers harvesting cacao, and of their kids munching on the very first bars of Maya Gold. The story was on the afternoon and evening television news and in the press. The Independent headlined it: ”Right On – And it Tastes Good Too.” Young Methodists did an Olympic style run for fair trade, carrying a torch in relays between various English towns, haranguing supermarkets and shops to stock this first Fairtrade product. The senior confectionery buyer at Tesco phoned up: “Here, what’s this product all these vicars are phoning me about? You better come in and see me.” Fairtrade was on the map, with a product that (nicely) encapsulated its ideals. Cafédirect and Clipper soon signed up and the Fairtrade market went bananas.

For the Maya, fair trade’s benefits aren’t just economic:

- Women’s rights. Controlling the post-harvest processing (fermentation and drying) women get some or all of the money earned from the crop, which they spend on education and nutrition.

- Secondary education has increased from 10% of the kids to more than 70%

- Migratory bird populations have increased due to increased forest cover and reduced pesticide residues.

- Every Maya village is sited on a river, which serves as bath and laundry. Pesticide-related skin diseases, rashes and blisters are a thing of the past.

- As a result of working together in a successful producer cooperative the Maya have become an organised political force and recently blocked a timber project that threatened 250,000 acres of rain forest.

Now DflD has granted £240,000 to help the Maya quadruple their cacao output and improve their business skills in recognition that organic farming makes sense for unsubsidised small scale farmers. Can fair trade apply to British farmers? Although they have subsidies and welfare, they too are victims of globalisation. Forget job security or even long-term contracts when supermarkets can source food worldwide at the cheapest price.

At the beginning of the year the Soil Association launched Ethical Trade Organic Standards as a pilot scheme. In due course consumers will be able to buy organic produce knowing that a fair contract has been agreed with everyone in the food chain. Organic producers – and that includes UK ones – need a fair price, covering the cost of production, and giving a reasonable return, if family farms and artisan farmers are to survive.

Is that too much to ask for those hardworking, risk-taking producers who maintain the highest standards of animal welfare and enhance this green and pleasant land of ours?

Knowing Your Food

Most people have little idea where food comes from, but when they do, their expectations are shattered. Once they realise the huge contrast between organic farming and factory farming, they usually forget about price differences and become committed organic consumers, end of story. If that's what it takes to win people to the organic cause, how do we get the message across?

In the 1960s and 70s my brother and I had a natural foods store called Ceres Grain Shop on London's Portobello Road. Many of our customers turned up every Thursday morning for the delivery of freshly harvested vegetables brought down from Lincolnshire by John Butler. You could literally see the radiant aura of robust good health in his cabbages. He wrote for our magazine, Seed, The Journal of Organic Living, and his monthly column, Changing Seasons, enabled our 25,000 readership to get inside the head of the man who grew their vegetables. The combination of tasting the difference and understanding the underlying philosophy made them core organic consumers.

Next door in Ceres Bakery we baked bread made with flour that we milled from wheat grown by Stuart Pattison and we put up pictures of him and his horse-drawn plough working the land on which he grew the wheat for our bread. This was on the Portobello Road in the 1970s where we were in competition with 30 fruit and vegetable stallholders as well as cheap bakers, and when the yuppification of Notting Hill was just a glint in the property developers' eyes. Our customers vacuumed up the organic vegetables and queued into the street for organic wholemeal bread.

Those encounters gave me a profound faith in the wisdom of the buyer - once people are offered the link to the producer and are given the opportunity to make an informed choice, a goodly number will override considerations of price and convenience, and plug into the higher energy of being properly connected with their food source. When they do, they become a force to be reckoned with.

Last month the 2004 Soil Association National Conference's theme was Reconnecting the Public with Agriculture. The question was: how can we reawaken a passion for good food and good husbandry in the public? (ew: from programme). Saturday afternoon focused on the soil, the organic farmer's prize asset - and the very foundation of human health (programme). In the Soil, Compost and Health workshop, soil scientists produced evidence about the importance of a balanced soil using compost and other soil-building techniques. Their measure of success was improvements in plant health, significant reductions in vets' bills and increases in animal fertility. That translates, in human terms, into healthier food for people: lower NHS costs and less business for infertility clinics. Healthy soil also produces plants that heal quickly - slash a compost-grown cucumber along its sides and the gaps will close with minimal scars. Do the same to one grown with chemicals instead of compost and it goes rotten. How much proof do people need?

The Soil Association believes that seeing is believing. That is why they have a network of working organic farms that are open to the public. Last year 300,000, including legions of schoolchildren, visited. A trip to an organic farm is often all it takes to see that the soil is the foundation of all plant, animal and human health.

For some people what they see with their own eyes is not enough - they want scientific proof. One conference speaker was Paul Hepperly, research manager of Rodale Institute in America. He reported that their long-term comparison of 22 years between organic and chemical farming systems demonstrated the superiority of organic farming. Both nutritional content - and yields - were higher in the organic crops. It all came down to the soil. Hepperly berated the chemical farming system: "We've been mining soils rather than building them."

People frequently suggest that the Soil Association changes its name to 'The Organic Society' or something equally zippy. Our founders had great foresight - the answer lies in the soil and once people understand that, all the spurious questions about whether to choose organic or not go out the window.

Educate, Educate, Educate

How important is an understanding of food and nutrition to society? How do we measure the importance people place on food quality and how do we increase the value they place on it? We know that consumers who care most about food quality, healthy diet and biodiversity are the most likely to be consumers of organic food. So education is about getting down to the roots of people’s understanding and helping them make the connections.

There are considerable shades of difference in people’s priorities concerning food. One way to measure this is by total food expenditure. The average American spends seven per cent of their income on food, the average Briton 10 per cent and the average Frenchman 18 per cent.

Shopping, cooking and eating occupy one in six of our waking hours. So you’d think that understanding the importance of food is one of the key ‘life skills’ we should all have acquired as adults. Most food education of the public is focused on food safety and avoiding food poisoning from bugs that shouldn’t be in food in the first place. It’s clear that what we want to see is an understanding of food that will help ensure that people’s lives are productive, happy, healthy and not prematurely terminated by food-related illnesses. This makes sense for economic, political, social and ethical reasons, which should not need to be elaborated.

With few exceptions, in 12 years of primary and secondary education most children learn nothing about food, nutrition and health apart from tangential and reductionist references in biology, where the human digestive system and metabolism are studied. Home economics, a study previously restricted to female students, has been abandoned altogether as a result of curriculum changes. Yet this acted as a ‘feeder’ course for students who went on to study food technology. Students leave school able to calculate the collision time of two trains travelling at different speeds in opposite directions but unable to boil an egg or bake a loaf of bread.

Ignorance of the fundamentals of food quality and diet occur where a rational person would least expect. In the four years of medical education that a doctor undergoes before qualification, just four hours are spent studying the subject of nutrition and health. In most hospitals the dietician or nutritionist is a lowly staff member, who is not allowed to diagnose and whose main role is to issue pre-programmed nutritional advice.

But children do get information, I hesitate to call it education, about food. It’s worth considering what we are up against – and to some extent what we should emulate. British children are exposed to 10 TV commercials an hour for confectionery and other sugary, fatty foods. Between the age of two and 12 a Canadian child will see 100,000 television commercials for food. By the age of three one in five American toddlers are making specific brand name requests for food. In the US Channel One is a daily 12-minute in-classroom current events broadcast. It features ten minutes of news and two minutes of commercials. Companies pay up to $195,000 for a 30-second ad, knowing that they have a captive audience of 8 million students across the country.

Coca-Cola pays schools and supplies educational material in exchange for exclusive rights to position drinks vending machines in schools. In Colorado Springs Coke cut an $8 million deal with the school district to allow unlimited access to Coke machines and to allow students to drink Coke in the classroom. Elsewhere Pepsi contributed $1.5 million to build a sports stadium. In exchange the science curriculum includes a study of a Carbonated Beverage Company that includes a visit to the local Pepsi bottling plant. That was in Jefferson County, Colorado, home of Columbine High School. School busses are hotly sought after in the States by advertisers such as Wendy’s and Burger King. If you ever have occasion to fly into Dallas, look down at the Dr. Pepper and 7-Up logos on the rooftops of the two high schools near the airport. They’re part of an exclusive vending machine deal.

Pizza Hut run a ‘Book-It!” programme to encourage kids to read, the reward is a personal pan pizza. Hershey’s chocolate provide the entire curriculum for one grade’s maths, science, geography and nutrition under the title of “Chocolate Dream Machine.”

How can children possibly obtain a balanced view of healthy nutrition in the face of such overwhelming corporate influence? Is the answer to restrict such influence? ... or to buy our way into the system? I suggest that it’s a bit of both. The hierarchy of information distribution is flattening with advances in desktop publishing capabilities, in access to broadband, and with new channels of information dissemination. Luckily we’re in Britain, where newspapers exist on the basis of their circulation sales income. Readers respond to stories about healthy eating and organic food, so the press are valuable allies in spreading our message. This is very different to the US press, which serves the interests of the grocery advertisers who keep it going by buying dozens of pages of food ads daily. There has never been a food scare in America – the media are too intimidated. We have a persuasive story to tell and people, including journalists, who grasp it, find it holds together seamlessly.

The challenge is not that mountainous and we have already established a base camp near the summit. We don’t have to swing 100% of the population around to the organic worldview for it to prevail. What we need to do is create an educated bloc of consumers who manufacturers, retailers and foodservice companies ignore at their peril. We are well along the road already towards building this critical mass but we still need to broaden and deepen our reach. We’ve got the affluent elderly and the young, hip parents leaning most heavily in our direction, the young families and their grandparents. The lost generations in between are in our sights.

I’d like to quote the President of General Mills when asked about Genetically engineered ingredients in their breakfast cereals.. “Our research shows that 8-9% of American consumers will not buy a product if they know it contains GM ingredients – that’s too large a chunk of our customer base to ignore unless GM offers some real benefits elsewhere”.

Perhaps I should also mention Vladimir Illyich Lenin in this context, who said: “Give me 5% of Russia’s population as Bolsheviks and the revolution will surely follow.” He actually did it with a much lower percentage, but with unacceptable resort to violence.

It costs a company a great deal to develop brand loyalties. An educated consumer base can and will force changes from the bottom up in the values of well-managed brands that do not want to lose their expensively-acquired loyal customers.

So what other examples can we look to?

The mother of all healthy eating education programmes was The Peckham Experiment in South London in the 1940s which showed that, when a group of families learned the fundamentals of nutrition and healthy eating their children did better at school, crime rates fell, domestic strife was reduced and overall health improved. It was run by two of the eight founders of the Soil Association, which shows how deep our roots run on education. Prisons where healthy food has been introduced or where prisoners develop an understanding of vegetable gardening, farming and food production, show lower rates of violence and recidivism. We know what we are doing is the right thing for society.

So what are we doing – and what more can we do?

The Soil Association Demonstration Farms Network helps educate children in the origins of food with the aim that every child in Britain will have visited an organic farm and been educated in the fundamentals of food production by the age of 12. 100,000 kids visited an organic farm this year, there are 20 farms in the programme and we have funding to increase this number. Children remember 20 per cent of what they are told and 80 per cent of what they do, so farm visits have a real and lasting educational impact. Because organic farms usually have a mixture of crops and livestock the whole picture of food production can be studied. Demonstration farms include a farm trail that allows kids to see animals close-up, help them understand the connection between sustainable farming and care of the countryside, and the chance to buy fresh organic food from the farm shop or taste something at the farm café. The challenge is then to encourage an ongoing interest in wholesome fresh food – perhaps to offer box schemes.

Schools, hospitals, canteens in public and private enterprises are all targets for improving choice and nutrition. Public/private partnerships open the door to some possibilities. Sodexho is one of the world’s largest caterers, with interests in foodservice in schools, hospitals, factories and transportation. They now have an organic division, called Organica. It’s main customer base at this time is upscale events such as Goodwood, Ascot, Henley, Lords, weddings and banquets, but their eye is fixed firmly on a future where parents of children who have been reared organically will demand the same choices for their children at school as vegetarian parents demanded - and obtained - in the 1980s. If Italy can make locally sourced organic food in school meals public policy, then so can we.

Defra now have organic food available in their canteens and for committees and working groups. This began with UKROFS related activities but has now spread throughout the department. If they can do it, every organisation should be able to.

A missed opportunity this year was the Catering Conference For Schools, which took place earlier this summer. Next year there will be a Soil Association speaker at their conference, so attendance by organic suppliers could help open doors into this important marketplace and to increase our industry’s understanding of the mechanics of reaching this sector. A first step to getting organic food into schools is to educate the caterers who supply the schools. As I mentioned earlier, Sodexho are already Soil Association certified and on the inside track.

The Soil Association has made available a schools pack for some ten years that contains valuable and well-structured teaching aids that increase primary school kids’ understanding of agriculture, with an emphasis on organics. It’s a bit long in the tooth now, but got a positive response from schools where it was used as part of the curriculum. It needs updating, perhaps to include a DVD and video element. Perhaps a collaboration with the Guild of Food Writers would help to broaden its appeal and increase public awareness of the availability of this teaching tool. If Coke can spend $190,000 for a 30 second spot on schools TV in the US, let’s hope that there are some organic processors who can see the benefits of sponsoring something of genuine value and at a much lower cost.

There are developments in updating the food technology curriculum that can increase its appeal. Placements and sponsorship for students will help deepen their understanding and commitment to the organic way of thinking. Food technologists who understand the holistic environmental and nutritional picture about food will be well-placed for career advancement and I am sure that a well-constructed curriculum would not suffer any shortage of candidates. Our industry, as working environments go, is one of the most enjoyable and fulfilling, so placements will ensure future interest in our sector.

The Soil Association has a good record for putting on one day seminars that have helped bring real progress to sectors such as eggs, dairy, horticulture and meat production. A seminar that provided a forum for discussion relating to curriculum changes, catering considerations, and careers advice would attract interested parties from schools, colleges, universities and other interested organisations. Perhaps we can explore what shape such a seminar could take in this afternoon’s open forum.

I’m a member of the Caroline Walker Trust, which was established in memory of the eponymous campaigning nutritionist. Its Chairman is Peter Bazalgette, now best known for the Big Brother programmes, but who made his mark with the Food and Drink Programme. (Trust members, along with the Food Commission and the member groups of Sustain, such as Women’s Institute and Townswomen’s Guild, are our natural allies and we should keep the door open for their support of our goals). The Caroline Walker Trust have an award category for ‘student nutritionist of the year’. A similar award for a student who has shown initiative or undertaken a significant project to do with organic food could be introduced at next year’s Organic Business Awards. This would send a signal to students and their teachers that there are short term as well as longer term rewards in developing understanding of organics.

We are much bigger and more powerful than we think. How many of you realise that the global market for organic food, at £16 billion, is 6 times the global market for genetically engineered seed, at £2.7 billion? Yet the 4 companies in the world that sell genetically engineered seed have far more influence in universities, over governments and in the business community because they use their power in a coordinated, controlled, focused and selfish way. Our £16 billion pound global community numbers in the hundreds of thousands, from small producers to multinationals. We need to be organised and focused and clarify exactly what our medium and long term goals are. It would be great if we could create a set of key educational goals, a ‘Declaration of Intent’, so to speak, that we could all sign up to and that we could all support in a coordinated and cooperative way. We know we’re right and anyone who studies the issues of food and farming in any depth ends up agreeing with us. We’ve captured the moral, scientific and intellectual high ground. Now it’s time to get organised and capture the middle ground - the mass market. The Soil Association has proven that it has the capability to act as your vehicle for educating society at all levels – we need to expand and build on our successes so far. Your support and commitment is an essential ingredient. Let’s go for it!