Connecting food producers with consumers in order to democratise and speed up the development of new climate-friendly products.
It is our goal that our vision shall give everyone superpowers to build a more sustainable food system, now and in the future.
Lead Applicant Organization Name
Lead Applicant Organization Type
Website of Legally Registered Entity
How long have you / your team been working on this Vision?
Lead Applicant: In what city or town are you located?
Lead Applicant: In what country are you located?
Your Selected Place: what’s the name of the Place you’re developing a Vision for?
Denmark (42.933 km²)
What country is your selected Place located in?
Describe the People and Place: Provide information that would be helpful for an outsider who has never been there and may have no context about this Place to better understand the area.
Danes love food. We are initially a farming community with a long tradition of working together in food cooperatives where we jointly solve some of the societal challenges we have faced over the years. For cooperatives, it's not about making a big profit for shareholders, but about creating the greatest value for the members.
According to Danish statistics, there is a clear tendency for fewer residents in rural areas and more in the metropolitan areas, hence more and more people grow up in the cities, more or less distanced from the places our food is produced and comes from.
The Danish government has initiated an initiative called Madkulturen (The Foodculture) whose vision is better food for everyone. That promise explains why Madkulturen is set in the world - namely, to make better ingredients, cooking and meals accessible to everyone regardless of age, income, social background and geographical location. Madkulturen is each year doing a survey of the Danes' food and meal habits. This recently showed us that many people actually want to eat climate-friendly, but have difficulty translating the green ambitions into practice.
In a recent survey from ‘Grønne veje med Coop’ (green roads with Coop) approx 18% of the respondents, which somehow should be representative for the entire population of Denmark, says that they would like “Help to live more climate friendly”.
What is the estimated population (current 2020) in your Place?
Challenges: Describe the current (2020) and the future (2050) challenges that your food system faces.
Approx 95% of the climate imprint in retail is done by the manufacturers. Typically, demands are made on manufacturers, which works well for the big ones, unfortunately not for the small and medium-sized ones as they do not have the capacity and finances to make the desires changes.
Food accounts for about 20% of Danes’ total climate footprint. By changing our production methods and purchasing habits, we have the opportunity to make a significant difference for the climate, every single day. However, the consumers’ co-decision on manufactured food products and to what extent they support an environmental transitioning is relatively limited today. Some Danish companies have started to notice that they can work with several bottom lines, which means not only working for a financial gain but also having an environmental transitioning as a criterion of success. Though, there is still room for many other companies to actively take their stand as to what extent they really want to focus on the environmental transitioning in the food industry.
According to the UN, the world's population will reach 9.7 billion by 2050. And according to Statistics Denmark we will grow from approx 5.8 - 6.3 million people in Denmark by 2050. With more people on the planet, it is more important than ever before that we change the way we (finance) and produce our food.
Full Vision: How do you describe your Vision for a regenerative and nourishing food future for your Place and People for 2050?
It is our vision to connect food producers and consumers in new, inspiring ways, both at physical meetings and digitally which should help ensure a continuous environmental transitioning in the food production. We wish to support communities that care about our environment and health.
We wish to make it more up to the consumers to decide what we will eat in 2050. Crowdfunding for the environment is a democratic project that allows Danes the opportunity to decide on which climate-friendly food products they would like to support. A crowdfunding platform also supports healthier food habits as climate and health often goes hand in hand, for example by crowdfunding new products that will make it more attractive to eat greener/healthier.
Crowdfunding for the environment can help create a new culture where producers and consumers are much more closely connected in the process of developing. A form of co-creation. The new climate-friendly products, that are made available on the crowdfunding platform, are only put into production if the consumers are ready to support the products. This forces the producers to be better at explaining how exactly their climate-friendly products are a responsible and better alternative to other more traditional products.
Basically, we wish to create a new generation of food products that, through a join ownership, will act responsible and focus on sustainable food production.
It can be hard for established companies to obtain an internal support to test new and more climate-friendly products as there is always a financial risk associated with innovation. And for new companies and entrepreneurs, it is often financing new climate-friendly products that can be hard to obtain. With our vision of connecting producers and consumers closer together it is our wish that we can help accelerate innovation in the food industry for the benefit of the climate as well as to support the risk taking in companies and help them raise the funds needed.
We hope that more food producers in Denmark will start to work with other bottom lines so that it won’t just be the financial results that count. Currently, we only have a few companies registered as B-Corp companies in Denmark. It is our wish that our project will help more companies to join the climate agenda.
How did you hear about the Food System Vision Prize?