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You might think that ‘cheap’ and ‘food’ don’t go together, but guess what? In developed countries like New Zealand, the US, Australia, and Western Europe, people are actually spending less money on food compared to the past.
Take the US, for example. Back in 1960, Americans spent a whopping 17% of their disposable income on food. But by 2020, that number had dropped to around 10%.
So, why is this happening? Well, it’s all thanks to lots of improvements and efficiencies in our food system and a rise in people’s disposable incomes.
But here’s the thing: we’ve gotten so used to this that when food prices started going up because of the pandemic and supply chain issues, it felt like something was off. We’ve taken cheap food for granted.
And just like we’re starting to realise the negative impact of cheap ‘Fast Fashion,’ we’re also beginning to understand the hidden costs of cheap food.
Many cheap food products rely on low wages, poor working conditions, and unfair trade practices. Industrial farming often destroys the soil, pollutes the water, and contributes to climate change. So, while we save money at the checkout, we’re actually paying more in the long run because of the environmental damage and exploitation of vulnerable people.
Just like buying quality, locally made clothing instead of fast fashion, ethically produced food nourishes us better, and is a vote for a better world.
How we can all make a difference
We know that many people are struggling to make ends meet right now, and buying ethical food might seem like a luxury. But we’re not trying to shame anyone for what they can afford. We’re just trying to encourage those who have the means to make informed choices.
Instead of trying to change everything at once, why not focus on a few key areas? For example, if you’re concerned about the impact of meat and dairy on the environment, try to choose organic or regenerative options when you buy them. This way, you can make a difference without feeling overwhelmed.
But it’s not just about you. We need systemic change too. Governments, businesses, and the food system as a whole need to step up and make a difference.
Brands and retailers can play a big role in this by highlighting the real people and processes behind sustainable food. By showing you where your food comes from and how it’s made, they can help you make informed choices.
Helping Brands build trust
That’s where we come in. At Backstory, we’re building digital tools that help brands and retailers prove their sustainability claims and showcase the impact of their supply chains. When consumers spend extra on a product, they should feel confident that it’s truly making a difference.
If you're a brand or retailer looking to communicate your sustainability efforts more clearly and credibly, let’s talk about how to get started on this journey.
