Local Nexus Network at Birmingham Business School 19th April 2016
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Transcript of Local Nexus Network at Birmingham Business School 19th April 2016
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