LOCAL NEXUS NETWORKBirmingham Business School
19 April 2016
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company
keynote presentationKate Cooper
LOCAL NEXUS NETWORK19 APRIL 2016
food, the city & its citizensthinking tools
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company
reminder: food sector qualitatively different: we all eat poor food affects minds and bodies life-long impact of first 1000 days
from conception huge societal costs of getting it
wrong
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company
why thinking tools?
global advertising: $0.5trillion+(of which 25% is FMCG sector)
c.f. GDP of Norway, Argentina or BelgiumWorld Bank (2016)
MagnaGlobal’s forecast for 2016
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company
thinking tools a baked bean tin label PMCC framework MUD: middle-up-down metaphors we live by
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company
SCALE & the baked bean tin label
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company
PMCC framework
Birmingham Food Council (2015)
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company
MUD: middle-up-downNonaka & Takeuchi (1998)
e.g. FHRS . . . VAT . . .
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company
MIDDLE: VAT food is VAT-exempt some ‘food’ products carry
standard rate VAT; these have zero or close-to-zero nutritional value
30% household ‘food’ & drink spend is on products that carry VAT
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company
MIDDLE: VAT/cont
household spend on food & drink is £112.7bn
30% = £33.81bn
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company
add: spend on vending machines (£1.39bn = ‘refreshment’ vending)
excludedall catering services =
£83.9bn
MIDDLE: VAT/cont
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company
household spend on VAT edible products £35.2bn/year . . . if we add in some VAT-exempt items??‣ cakes & pastries = £39.26bn/year‣ Dolmio et al = ???
remember we’ve excludedall catering services = £83.9bn
MIDDLE: VAT/cont
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company
overweight & obesity costs = £31.2bn
source: UK figures from Public Health England, 2007 & 2015
alcohol-related harm costs = £21.8bnsource: England figures from the Government Alcohol Strategy,
2012
c.f. tobacco-related harm costs = £5.2bnsource: HSCIS, National Statistics: England, 2006
UP: VAT
the costs of poor diet
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company
Source: NASA & JPL California Institute of Technology (2012)
UP: VAT/cont
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company
Government? Corporates? Birmingham? City institutions? Thee and me?
DOWN: VAT
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company
a baked bean tin label PMCC framework MUD: middle-up-down metaphors we live by
Lakoff & Johnson (1980); James Garvey (2016)
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company
What’s past is prologue:what to come in your and my
dischargeThe Tempest: Act 2, Scene 1
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company
