Remodeling Food Supply Chains for Sustainability

The Big Problem

What’s the story behind the food on your plate? Whether it’s a fresh salad or a juicy burger, your food might have traveled thousands of miles, crossed a couple of borders, and consumed hundreds of gallons of water before arriving on your table. What looks like a simple, everyday meal often masks a complex global supply chain system—one that consumes unfathomable amounts of energy, generates substantial carbon emissions, and wastes enough food annually to have fed 2 billion people.1

In food supply chains designed for cost and efficiency, sustainability is often an afterthought. While sustainability leaders and policymakers are pursuing various approaches to shift priorities in the food industry—including regulations, green certifications, sustainable procurement guidelines, and voluntary carbon reporting—adoption and effectiveness have been uneven. Emerging technologies like blockchain traceability stand to amplify the impact of these solutions, but uptake remains slow.2

While several logistical issues and systemic limitations stand in the way of food supply chain sustainability, behavioral barriers also exist. Businesses and buyers tend to stick with default procurement practices, responsibility for sustainability is diffused across a range of supply chain actors, and upstream practices are mostly invisible to those making buying decisions. Alongside the much-needed systemic changes to supply chain systems, addressing these behavioral challenges can help increase uptake of new guidelines, regulations, and technologies, improving sustainability at every step in the journey from farm to fork.

About the Author

Smiling woman with long hair stands in front of a lush plant with pink and yellow flowers, near what appears to be a house exterior with horizontal siding and a staircase.

Kira Warje

Kira holds a degree in Psychology with an extended minor in Anthropology. Fascinated by all things human, she has written extensively on cognition and mental health, often leveraging insights about the human mind to craft actionable marketing content for brands. She loves talking about human quirks and motivations, driven by the belief that behavioural science can help us all lead healthier, happier, and more sustainable lives. Occasionally, Kira dabbles in web development and enjoys learning about the synergy between psychology and UX design.

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I was blown away with their application and translation of behavioral science into practice. They took a very complex ecosystem and created a series of interventions using an innovative mix of the latest research and creative client co-creation. I was so impressed at the final product they created, which was hugely comprehensive despite the large scope of the client being of the world's most far-reaching and best known consumer brands. I'm excited to see what we can create together in the future.

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BEHAVIORAL SCIENTIST

GLOBAL COFFEEHOUSE CHAIN PROJECT

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