Inconspicuous Consumption Part 3. FOOD

Written by Marilyn Houser Hamm

Every year at Christmas time my sister and I would hear again the story of my parents’ experience: waking

up to a home-made gift covered with a serviette at the breakfast table, and beside it the treasure of roasted

peanuts, candy, and the one orange they would know all year.

I often reflect on that one orange as I purchase my next bagfull/box at the grocery store – at any time of

year. I have come to reflect on foods that I did not grow up with that now are staples in produce counters:

avocadoes; mangoes; melons out of season; pears in winter; kiwi. These choices are simply “there” and

some usually find their way into my grocery cart.

All this is now “normal.” And all of these foods have to travel from their countries of origin to southern

Manitoba. Whether air travel, large steamers crossing the oceans, or semi-trucks traveling thousands of

miles to reach us - all of these modes of food transportation are hardly part of our awareness as we enjoy

the full range of products on our grocery shelves. What we also fail to consider is the cost of these modes

of transportation to the environment. What’s more, costs to the environment are not factored in to food

pricing.

Of the 29% of the Earth that is land-based, 40% is used for agriculture. Of that, 40% of crop calories are

used for animal feed and fuel, not humans. 30% of that fuel is ethanol. Food production emissions

account for 20-30% of global greenhouse gas emissions. 15% of those emissions alone is from livestock –

and no, surprisingly, not from cattle “farts,” but rather from “cow burps.”

What also has become “normal” is the display of, and now the expectation of, “perfect fruit;’ the look of

totally unblemished produce in perfect symmetry and size. If there is any bruise, any deformity, any lack

of uniformity, such produce is deemed substandard and is either left in the field or discarded at market.

In North America, we throw away one third of what we produce.

The global population will increase in the next thirty years from 7 billion people to 9 billion people. To

feed everyone will mean a 70% increase in food production. How food is grown and consumed is going

to become a much bigger issue in the years ahead.

What does this mean for local communities, and in our homes? First, plant a garden, even if a patio garden.

Secondly, buy local; enjoy foods we grow and produce right here in southern Manitoba. Third, plan your

grocery shop, buy what you will use, and set a goal of not throwing food away. Fourth, where you can,

make sure that foods you purchase are ethically sourced, are fair trade, and that companies whose products

you purchase are working to put sustainable environmental practices into their operations. Consumer

demand and purchasing power have huge marketing implications and results. We are used to and expect

low prices for our food – especially produce, no matter where it is from. The future is asking us to consider

where and how our food is produced, by whom, at what cost. Sometimes I just want to go to the store and

get what I want anyway. Then I remember that orange.

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