Introduction
The negative impact of food production and consumption on the environment has become an issue of growing importance over the past years. The problem has been addressed on various levels, with both producers and consumers being encouraged to promote sustainability by providing and making conscious food choices. The studies show that although consumers generally express concern with environmental issues, they have limited awareness of their impact on the matter (Grunert et al., 2014). The study by Leach et al. (2016) suggested developing food labels that would inform consumers about the environmental impact of individual food products. Uniform labeling was proposed with the information on each product’s carbon, nitrogen, and water footprints (Leach et al., 2016). The suggestions for future actions include raising public awareness on the issue, designing the most effective way to present information to consumers, studying its implementation, and further footprint calculations. The purpose of this paper is to contribute to the implementation of the food labeling initiative in Concordia University by calculating the footprint of a menu item and suggesting a new menu to be served at the university.
“Sustainability Labels on Food Products: Consumer Motivation, Understanding and Use” by Grunert et al
The study by Grunert et al. (2014) that was used as one of the sources for the research by Leach et al. investigates consumer awareness of sustainability issues and their understanding and use of food labels. The data for the study was collected by means of an online survey conducted in six European countries with a sample size of 4,408 respondents (Grunert et al., 2014). The results show that consumers express medium to high levels of concern with sustainability issues at the general level, but lower levels of concern with their own food product choices (Grunert et al., 2014). Product choices were shown to be related to motivation, with the general tendency being that the more consumers are concerned about food sustainability, the higher is the level of use of sustainability labels (Grunert et al., 2014). The research concludes that sustainability labels currently do not play a major role in consumers’ food choices and their future implementation will depend on the extent to which consumers’ general concern about sustainability can be turned into actual behavior.
Footprint Calculation for Chicken Curry Fried Rice
At Concordia University, a food labeling initiative was proposed that involves calculating the footprints for specific meals rather than individual food items. Labeling dishes in the university menu is intended to raise student awareness of food sustainability issues and encourage them to make more conscious choices. As a part of its implementation, the footprint for chicken curry with fried rice was calculated. The carbon, nitrogen, and water footprint measurements per kg product were taken from the study by Leach et al. (2016) and calculated for 24 portions. The dish was chosen because chicken is a popular choice and has a relatively low footprint for a non-vegetarian option.
The ingredients were evaluated using three specific metrics that address their carbon, nitrogen, and water footprints. The carbon footprint represents the greenhouse gas emissions during the lifecycle of a product, usually from production, consumption, and disposal (Leach et al., 2016). The nitrogen footprint of a food product refers to the amount of reactive nitrogen released to the environment from its production and consumption (Leach et al., 2016). The water footprint can be defined as the amount of water consumed during production, which is particularly relevant to crops and vegetables (Leach et al., 2016). These measurements are believed to most adequately represent the environmental impact of food production.
Concordia Menu
The menu was designed using the current Concordia University winter menu, with some options being substituted for more sustainable alternatives, and Chicken Curry Fried Rice added as the “Chef’s Special.” Meat dishes were replaced with chicken because meat has the highest carbon, nitrogen, and water footprints (Leach et al., 2016). Each section of the menu was designed to include both vegan and regular options and cater for students who follow a healthy diet.
Benefits, Weaknesses, and Limitations of Food Labeling
Food labeling is a generally effective solution to the food sustainability problem that involves both producers and consumers in making environmentally conscious decisions. According to Leach et al. (2016), it both increases public awareness of the environmental impacts associated with food production as well as supports producers who provide sustainable options. In 2020, a pilot program aimed at raising student awareness of their food choices was launched at Yale College (Shelton, 2020). The study showed that after the project was launched, 76% of students have thought about reconsidering their food choices, and 91% reported that they would like to continue seeing environmental impact ratings in the dining halls (Shelton, 2020). The introduction of food labeling at colleges was proved to be an effective initiative that requires further development.
However, food labeling also has a number of weaknesses that are primarily connected with consumer motivation and intentions behind their food choices. According to Grunert et al. (2014, p. 183), “while the motivation to behave sustainably is frequently found among consumers, its translation into actual sustainable food choice and consumption seems difficult.” Product attributes such as price, brand, quantity, use-by-date, and nutrition information compete with eco-labels for consumer awareness, perceived relevance, and influence on choice behavior (Grunert et al., 2014). When choosing a product, consumers weigh these attributes and purchase items that most adequately meet their needs. To address the consumer choice issue, measures are suggested to be taken to raise environmental awareness and the relative importance assigned to environmental and ethical issues when making food choices.
The limitations of food labeling are primarily connected with food producers’ willingness to mark their products. For the initiative to be implemented on a national scale, it should be supported by the government and local authorities, and special laws should be introduced that would oblige food manufacturers to place sustainability labels on their products. With only some producers being concerned with the environmental impact of their activity, food labeling can only have limited implementation.
For the Concordia University food labeling project, an improvement can be suggested based on the Yale College experience. It is proposed that the food labeling initiative should be accompanied by a promotional campaign aimed to raise student awareness of the issue. At Yale College, posters were designed and place in dining halls with detailed information about the carbon dioxide emissions associated with the dishes served at the university (Shelton, 2020). Additional information is intended to increase students’ ability to make informed, environmentally conscious food decisions.
Conclusion
The negative impact of food manufacture and consumption can be reduced by involving both consumers and producers in a sustainable production system and raising their environmental awareness. The proposed food labeling initiative aims to encourage consumers to make more conscious food choices. Food labels developed at Concordia University intend to provide students with information on the environmental footprints of particular dishes rather than individual products, showing the consequences of their everyday choices more clearly. The initiative can be improved by the simultaneous introduction of a promotional campaign aimed to provide additional information on food sustainability.
References
Grunert, K., Hieke, S., & Wills, J. (2014). Sustainability labels on food products: Consumer motivation, understanding and use. Food Policy, 44, 177–189. Web.
Leach, A., Emery, K., Gephart, J., Davis, K., Erisman, J. W., Lepi, A., Pace, M., D’Odorico, P., Carr, J., Cattell Noll, L., Castner, E., Galloway, J. (2016). Environmental impact food labels combining carbon, nitrogen, and water footprints. Food Policy, 61, 213–223. Web.
Shelton, J. (2020). Rate the plates: Serving up info on the environmental impact of food. Yale News. Web.