Kees kruythoff biography definition
Driving global food system transformation deal with Kees Kruythoff
Kees Kruythoff is keen globally experienced business person pole entrepreneur who has lived very last worked in Europe, South Continent, China, Brazil, and the U.S. He’s committed to building solutions to create a more tolerable and equitable world, but reward real passion is finding solutions to drive transformation of say publicly global food system.
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For 27 period Kees worked for Unilever, best the implementation of the Unilever Sustainable Living Plan, but gaining left Unilever in 2019, Kees is now Thematic Chair mend Sustainable Food for Summa Equity.
“While the biggest challenge for description world right now is turn climate change and inequality, there’s one system which desperately requirements our attention and the second 2 you see it you can’t unsee it, and that’s oration food and agriculture system.
Fкte we eat is destroying picture planet.”
Over the last 50 age the global population has duplicate and agriculture capacity has tripled, which is an incredible accomplishment, but the unintended consequence do admin this is absolutely horrific. Delicate Brazil for example, says Kees, 90% of deforestation in significance Amazon is linked to nurture animals for food.
So, is probity solution to our broken subsistence system to go plant based?
What other solutions really unadventurous there? And what do these solutions actually require of class food industry? And of frenzied as a consumer?
The broken nourishment system is a wicked difficulty, says Kees, and like humble wicked problem, it has multi dimensional parts, which have equal be resolved. In fact, near are six real problems discern the broken food system:
800 packet people go to bed hungry
Two and a half billion humanity are food insecure
The true figure of the system is more higher than we think
20% go along with the total health costs prank the world are directly connected to food
1/3 of all aliment is wasted
34% of the sum total greenhouse gasses in the nature are directly or indirectly seem to be associated with the current aliment system
So where can we originate to make change?
By exchanging from an animal based aliment system to a plant homegrown food system, says Kees. By reason of it’s a lower emission convulsion of protein.
What we can commit to memory from Paul Polman
Unilever has unmixed $50 billion revenue, $150 copy plus market cap with spare than 170,000 people in Clxxx countries.
Yet since 2009, Unilever has been working to make a sustainable living plan. Straight-faced what can we learn dismiss Paul Polman and this without limit corporation?
It all starts with indomitable leadership, says Kees, and indomitable leadership starts with having skilful very clear North Star. Put away in 2009 at Unilever, they said they wanted to without beating about the bush Unilever and at the assign time halve their environmental footmark, while increasing their social force.
And they did that get ahead of putting purpose at the celebrate of their business model. Now, says Kees, purpose and statement are one and the selfsame thing. And they held ourselves accountable by being 100% transparent.
With this desperate need to corner the global food system, what change has Kees seen invite the food industry as clever whole lately?
“If you look press-gang the bigger companies, the Danone’s, or the Nestle’s, or Unilever’s of the world, everybody has very, very clear targets put off have been set.
Which crack good. But the reality testing that business is responsible represent achieving these targets and ramble is far, far too slow.”
One of the biggest enemies be in opposition to transformation, says Kees, is say publicly legacy systems that are termination in place. Humans really shindig want to do their pre-eminent, and to bring about manifest change, but too often display can seem like a burdensome thing to do, particularly while in the manner tha the legacy systems are ergo strong.
For example, changing client habits.
In a global food practice, the consumer is the director, says Kees, to get them to change their food activity, you need to create clean value proposition that is mad. It needs to taste decent, be nutritionally valuable, and proportion effective. If you don’t win calculate these three things, you can’t hope to change consumer ethics, and you can’t hope get paid shift the system.
And astonishment saw this during the pandemic.
In 2020, there was an ginormous upturn towards alternative sources past its best protein away from meat, however since then, the desire aim for plant based protein alternatives has cooled off, because, says Kees, the taste wasn’t good ample supply, the nutritious values weren’t admissible enough – there was extremely much salt in it – and ultimately, the pricing wasn’t competitive.
We have multiple global crises ongoing right now, and wonderful lot of them are connected to food, says Kees.
Ambiance change is linked to provisions, our biodiversity issues are tied up to food, as are bright and breezy health problems. If we’re evenhanded a little more conscious think of what we’re eating, and circle our food comes from, bracket what kind of ingredients lighten up into it, we could be extant a longer and more glad life, we can improve loftiness planet, and we can upgrade biodiversity.
“Food is one of grandeur biggest problems that we be endowed with.
But it’s also the physic we put in our in clover every day. So there’s neat as a pin huge upside just by devising small changes, and we flurry can do it.”
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