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  • Why is provenance becoming a high priority?
  • Why is provenance becoming a high priority?
    August de Richelieu (2020) ©

Do Americans care where their food comes from?

Sustainability has fast become a buzzword in the world of food, whether it’s interpreted as clean eating, plant-based proteins, or locally-sourced produce. But as Americans look to balance both comfort and purpose in their meal choices, what can brands do to secure a piece of the pie?

Location United States

The world’s food system is dysfunctional. It’s estimated that nearly 690 million people were undernourished in 2019, even though nearly a third of all food produced is wasted before it can reach a plate. [1][2] What’s more, food supply chains are responsible for a quarter of the world’s greenhouse gas emissions, and the resulting impacts of climate change could have a dire effect on crop yields. [3] With a growing global population set to exacerbate these problems, public concern about how we grow and consume food is on the rise. One of the most visible ...



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