Busted: five myths about eco-friendly eating | Opinion | Eco-Business

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class="eb-article__standfirst">Choosing food that is both healthy and good for the planet can be confusing. Here are five myths to avoid to help you make better choices.</h2> </div> <div class="eb-article__media"> <figure class="eb-article__featured-image"> <img src="https://eco-business.imgix.net/ebmedia/fileuploads/51419085316_134ec69519_6k.jpg?ar=16%3A10&auto=format&fit=crop&ixlib=django-1.2.0&q=85&width=320" alt="Healthy_Tomato_Farmer_Nepal" srcset="https://eco-business.imgix.net/ebmedia/fileuploads/51419085316_134ec69519_6k.jpg?ar=16%3A10&auto=format&dpr=2&fit=crop&ixlib=django-1.2.0&q=45&width=320 640w, https://eco-business.imgix.net/ebmedia/fileuploads/51419085316_134ec69519_6k.jpg?ar=16%3A10&auto=format&fit=crop&ixlib=django-1.2.0&q=85&width=700 700w, https://eco-business.imgix.net/ebmedia/fileuploads/51419085316_134ec69519_6k.jpg?ar=16%3A10&auto=format&dpr=2&fit=crop&ixlib=django-1.2.0&q=45&width=480 960w, https://eco-business.imgix.net/ebmedia/fileuploads/51419085316_134ec69519_6k.jpg?ar=16%3A10&auto=format&dpr=2&fit=crop&ixlib=django-1.2.0&q=45&width=700 1400w, https://eco-business.imgix.net/ebmedia/fileuploads/51419085316_134ec69519_6k.jpg?ar=16%3A10&auto=format&dpr=2&fit=crop&ixlib=django-1.2.0&q=45&width=1100 2200w" sizes="(min-width: 1300px) 1100px, (min-width: 740px) 700px, 100vw"> <figcaption id="eb-article-featured-image-caption" class="eb-article__featured-image__caption"> Healthy foods are often assumed to be automatically eco-friendly. However, a food's nutritional quality and its environmental impact aren't necessarily related. Image: <a title="Go to IWMI Flickr Photos&rsquo;s photostream" href="https://www.flickr.com/photos/iwmi/" rel="author">IWMI Flickr Photos</a>,<a href="https://creativecommons.org/licenses/by-sa/3.0/"> CC BY-SA 3.0</a>, via<a href="https://www.flickr.com/photos/iwmi/51419085316/sizes/l/"> Flickr</a>. </figcaption> <button data-eb-component="eb-toggle" data-eb-toggle-target="#eb-article-featured-image-caption" class="eb-article__caption-button"><svg xmlns="http://www.w3.org/2000/svg" class="eb-icon eb-icon-device-camera " width="16" height="16" width="16" height="16" viewBox="0 0 16 16"><path fill-rule="evenodd" d="M15 3H7c0-.55-.45-1-1-1H2c-.55 0-1 .45-1 1-.55 0-1 .45-1 1v9c0 .55.45 1 1 1h14c.55 0 1-.45 1-1V4c0-.55-.45-1-1-1zM6 5H2V4h4v1zm4.5 7C8.56 12 7 10.44 7 8.5S8.56 5 10.5 5 14 6.56 14 8.5 12.44 12 10.5 12zM13 8.5c0 1.38-1.13 2.5-2.5 2.5S8 9.87 8 8.5 9.13 6 10.5 6 13 7.13 13 8.5z"/></svg> </button> </figure> </div> <div class="eb-article__social-share"> <div class="eb-share" 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data-item-num="1"> <img src="https://eco-business.imgix.net/uploads/users/user_profiles/portraits/image.imageformat.930.1073857998.jpg?dpr=2&fit=crop&h=60&ixlib=django-1.2.0&q=45&w=60" alt="Dr Bianca Wassmann" class="eb-article__byline__author-portrait-img"> </div> </div> <div class="eb-article__byline__author-name"> By <a class="author-link" href="/about/profile/62740/">Dr Bianca Wassmann</a> </div> </div> <div class="eb-article__meta__time"> 5 minute read <span class="eb-article__meta__divider"></span> <time class="eb-article__byline__publish-date" datetime="Oct. 17, 2024, 11:40 a.m.">Oct. 17, 2024</time> </div> </div> </div> <div class="eb-article__body"> <section class="eb-article__body-content"> <p><span style="font-weight: 400;">“Organic beef”, “GMO-free” and “100 per cent natural” are just some of the countless claims designed to attract the eyes of </span><a href="https://doi.org/10.1016/j.appet.2021.105239"><span style="font-weight: 400;">eco-conscious consumers</span></a><span style="font-weight: 400;"> in the supermarket.</span></p> <p><span style="font-weight: 400;">Yet while people are increasingly willing to </span><a href="https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/consumers-care-about-sustainability-and-back-it-up-with-their-wallets"><span style="font-weight: 400;">spend more on these labels</span></a><span style="font-weight: 400;">, there is often not enough consideration of how much these features actually contribute to a food’s environmental sustainability.</span></p> <p><span style="font-weight: 400;">It’s understandable why consumers are confused.</span></p> <p><span style="font-weight: 400;">Determining the environmental impact of different food products is </span><a href="https://doi.org/10.1016/j.jfoodeng.2008.06.016"><span style="font-weight: 400;">highly complex</span></a><span style="font-weight: 400;"> — influenced by how much resources and energy they consume, the greenhouse gases they emit, the way they impact the biodiversity of the area where they are produced, how and how far they are transported to market, and the amount and type of waste they create.</span></p> <p><span style="font-weight: 400;">Despite this, the basic characteristics of a diet that would </span><a href="https://doi.org/10.1016/S0140-6736(18)31788-4"><span style="font-weight: 400;">benefit both human health and the planet</span></a><span style="font-weight: 400;"> are clear.</span></p> <p><span style="font-weight: 400;">At least half of our daily calorie intake should come from fruits, vegetables, whole grains, legumes, nuts, and seeds while significantly limiting red meat and energy-dense, nutrient-poor foods such as sugar and refined grains.</span></p> <p><span style="font-weight: 400;">Unfortunately, typical Western diets are far from this ideal and many economic, political, and societal factors contribute to this discrepancy, making it a difficult issue to address.</span></p> <p><span style="font-weight: 400;">However, </span><a href="https://doi.org/10.1073/pnas.2214851120"><span style="font-weight: 400;">tackling the psychological barriers</span></a><span style="font-weight: 400;"> that prevent the public from consuming more sustainably can help improve their behaviour.</span></p> <p><span style="font-weight: 400;">The first step towards doing this is addressing the </span><a href="https://doi.org/10.1016/j.appet.2021.105622"><span style="font-weight: 400;">significant lack of knowledge</span></a><span style="font-weight: 400;"> consumers have about what makes a food choice eco-friendly.</span></p> <blockquote> <h2 class="quote">“</h2> <p>Consumers’ misconceptions are particularly problematic when they believe buying organic meat from a local butcher can significantly alleviate meat production’s environmental impact.</p> </blockquote> <p><span style="font-weight: 400;">Here are five common food myths that need to be busted:</span></p> <h4><strong>Myth 1: “Meat’s eco-footprint is exaggerated”</strong></h4> <p><a href="https://www.fao.org/4/a0701e/a0701e00.htm"><span style="font-weight: 400;">Animal husbandry</span></a><span style="font-weight: 400;"> is one of the most environmentally-damaging activities in food production due to its high greenhouse gas emissions, extensive resource use, and the pollution it causes.</span></p> <p><span style="font-weight: 400;">Consequently, the most impactful change a person can make to reduce their dietary ecological footprint is to </span><a href="https://doi.org/10.1126/science.aaq0216"><span style="font-weight: 400;">limit animal-based foods</span></a><span style="font-weight: 400;">, particularly beef.</span></p> <p><span style="font-weight: 400;">Many people </span><a href="https://doi.org/10.1016/j.tifs.2016.12.006"><span style="font-weight: 400;">underestimate the environmental impact of meat, eggs, and dairy</span></a><span style="font-weight: 400;"> and </span><a href="https://doi.org/10.1016/j.foodqual.2021.104486"><span style="font-weight: 400;">doubt</span></a><span style="font-weight: 400;"> the </span><a href="https://doi.org/10.1002/jsfa.11417"><span style="font-weight: 400;">environmental benefits</span></a><span style="font-weight: 400;"> of substituting them with plant-based alternatives.</span></p> <p><span style="font-weight: 400;">Additionally, there is a </span><a href="https://doi.org/10.1016/j.appet.2012.11.003"><span style="font-weight: 400;">widespread</span></a><span style="font-weight: 400;"> but </span><a href="https://doi.org/10.1007/s10584-014-1169-1"><span style="font-weight: 400;">mistaken</span></a><span style="font-weight: 400;"> belief that reducing car and plane travel, conserving electricity, recycling, and avoiding plastic are more significant to one’s climate footprint than reducing animal-based food consumption. Specifically, adopting a plant-based diet can cut a person’s greenhouse gas emissions by 20 to 30 per cent, as compared to </span><a href="https://www.mdpi.com/2225-1154/10/3/43"><span style="font-weight: 400;">a 5 to 15 per cent reduction from other actions</span></a><span style="font-weight: 400;">.</span></p> <p><span style="font-weight: 400;">Addressing these misconceptions and shifting towards a more plant-based diet can significantly enhance and promote environmental sustainability.</span></p> <h4><strong>Myth 2: “Organic and local always equals sustainable”</strong></h4> <p><span style="font-weight: 400;">People often assume that organic and local production is </span><a href="https://doi.org/10.1016/j.jclepro.2023.136818"><span style="font-weight: 400;">the gold standard for sustainability</span></a><span style="font-weight: 400;"> as it can </span><a href="https://doi.org/10.1007/978-94-007-7796-5_6"><span style="font-weight: 400;">reduce chemical use</span></a><span style="font-weight: 400;"> and </span><a href="https://doi.org/10.1016/j.tifs.2008.01.008"><span style="font-weight: 400;">lower transportation emissions</span></a><span style="font-weight: 400;">.</span></p> <p><span style="font-weight: 400;">However, this perspective requires </span><a href="https://doi.org/10.1016/j.jenvman.2014.10.006"><span style="font-weight: 400;">more nuance</span></a><span style="font-weight: 400;">. For example, organic tomatoes grown in open fields can have </span><a href="https://doi.org/10.3390/agronomy13030916"><span style="font-weight: 400;">higher environmental impacts</span></a><span style="font-weight: 400;"> due to increased fuel and machinery use.</span></p> <p><span style="font-weight: 400;">Similarly, locally grown tomatoes, especially in heated greenhouses, can be </span><a href="https://doi.org/10.1016/j.scienta.2022.111126"><span style="font-weight: 400;">less sustainable</span></a><span style="font-weight: 400;"> than those produced in distant unheated greenhouses due to higher energy requirements.</span></p> <p><span style="font-weight: 400;">Consumers’ misconceptions are particularly problematic when they believe buying organic meat from a local butcher can significantly alleviate meat production’s </span><a href="https://doi.org/10.1016/j.foodqual.2021.104486"><span style="font-weight: 400;">environmental impact</span></a><span style="font-weight: 400;">.</span></p> <p><span style="font-weight: 400;">The environmental benefits of organic and local meat are </span><a href="https://doi.org/10.1016/j.livsci.2015.06.020"><span style="font-weight: 400;">limited</span></a><span style="font-weight: 400;"> compared to the </span><a href="https://doi.org/10.1126/science.aaq0216"><span style="font-weight: 400;">substantial reductions</span></a><span style="font-weight: 400;"> achieved by eating plant-based foods.</span></p> <h4><strong>Myth 3: “What is natural is good”</strong></h4> <p><span style="font-weight: 400;">Humans have a ‘natural bias’, </span><a href="https://doi.org/10.1016/j.appet.2004.03.005"><span style="font-weight: 400;">believing that what is natural is inherently good</span></a><span style="font-weight: 400;">. As a result, foods without preservatives, additives, artificial ingredients, or high levels of processing are </span><a href="https://doi.org/10.1016/j.tifs.2017.06.010"><span style="font-weight: 400;">often perceived as superior</span></a><span style="font-weight: 400;">.</span></p> <p><span style="font-weight: 400;">It’s important to critically evaluate this belief. For instance, genetically modified (GM) crops are </span><a href="https://doi.org/10.1016/j.appet.2015.10.021"><span style="font-weight: 400;">often viewed negatively</span></a><span style="font-weight: 400;"> due to the belief that anything altered by humans, especially at the genetic level, must be unsafe for society and the environment.</span></p> <p><span style="font-weight: 400;">However, some GM crop varieties can </span><a href="https://doi.org/10.1371/journal.pone.0111629"><span style="font-weight: 400;">contribute to more sustainable agricultural practices</span></a><span style="font-weight: 400;"> by increasing yields, reducing pesticide use, and improving resource efficiency.</span></p> <p><span style="font-weight: 400;">Evaluating any novel food technology based on their actual environmental impacts is essential, rather than dismissing them due to their perceived naturalness.</span></p> <h4><strong>Myth 4: “Good for me, good for the planet”</strong></h4> <p><span style="font-weight: 400;">Healthy foods are </span><a href="https://doi.org/10.1016/j.appet.2016.06.038"><span style="font-weight: 400;">often assumed to be automatically eco-friendly</span></a><span style="font-weight: 400;">. However, a food’s nutritional quality and its environmental impact </span><a href="https://doi.org/10.1017/S0029665112002893"><span style="font-weight: 400;">aren’t necessarily related</span></a><span style="font-weight: 400;">.</span></p> <p><span style="font-weight: 400;">Even though strawberries, for example, are highly nutritious, </span><a href="https://doi.org/10.1016/j.jclepro.2016.04.082"><span style="font-weight: 400;">their environmental impact can vary</span></a><span style="font-weight: 400;"> depending on whether they were grown locally or in a faraway country, on a field or in a heated greenhouse.</span></p> <p><span style="font-weight: 400;">Similarly, while eating more plant-based foods is better for the environment, they may not always offer the same nutritional benefits as their animal counterparts. For example, plant-based foods are more likely to be </span><a href="https://doi.org/10.1016/j.tifs.2021.12.020"><span style="font-weight: 400;">incomplete sources of protein</span></a><span style="font-weight: 400;"> because of their lower digestibility and because they’re missing some of the </span><a href="https://www.ncbi.nlm.nih.gov/books/NBK234922/#:~:text=Nine%20amino%20acids%E2%80%94histidine%2C%20isoleucine,called%20the%20essential%20amino%20acids."><span style="font-weight: 400;">nine essential amino acids</span></a><span style="font-weight: 400;"> humans need.</span></p> <p><span style="font-weight: 400;">Achieving a truly sustainable diet requires careful consideration of both nutritional value and ecological footprint.</span></p> <h4><strong>Myth 5: “Conserving the planet requires breaking the budget”</strong></h4> <p><span style="font-weight: 400;">Many consumers </span><a href="https://doi.org/10.1186/s40100-022-00224-9"><span style="font-weight: 400;">believe</span></a><span style="font-weight: 400;"> that eating in an environmentally friendly way is expensive. However, scientific calculations reveal that </span><a href="https://doi.org/10.3389/fsufs.2023.1021906"><span style="font-weight: 400;">more sustainable diets are cheaper</span></a><span style="font-weight: 400;"> than current Western diets.</span></p> <p><span style="font-weight: 400;">In high-income countries, plant-based diets are the most affordable, with vegans and vegetarians </span><a href="https://doi.org/10.1016/S2542-5196(21)00251-5"><span style="font-weight: 400;">cutting food costs by up to one-third</span></a><span style="font-weight: 400;">. Flexitarians who reduce their meat intake </span><a href="https://doi.org/10.1016/S2542-5196(21)00251-5"><span style="font-weight: 400;">can save 14 per cent on food costs</span></a><span style="font-weight: 400;">.</span></p> <p><span style="font-weight: 400;">However, costs can vary between countries: in low-income countries, where diets rely on cheap starchy staples, increasing the intake of fruits, vegetables, nuts, and legumes </span><a href="https://doi.org/10.1016/S2542-5196(21)00251-5"><span style="font-weight: 400;">may not be affordable</span></a><span style="font-weight: 400;">.</span></p> <p><span style="font-weight: 400;">Even in high-income countries, lower-income households in </span><a href="https://www.healthline.com/nutrition/food-deserts"><span style="font-weight: 400;">food deserts</span></a><span style="font-weight: 400;"> may have limited access to fresh produce.</span></p> <p><span style="font-weight: 400;">In addition to changes to consumer behaviour, the public would also benefit from </span><a href="https://environmentalevidencejournal.biomedcentral.com/articles/10.1186/s13750-024-00333-6"><span style="font-weight: 400;">economic and policy interventions</span></a><span style="font-weight: 400;"> to make truly sustainable diets affordable and accessible to everyone.</span></p> <p><em><span style="font-weight: 400;">Dr Bianca Wassmann is an environmental psychologist studying how and why people take action to protect our planet. She focuses on society’s adoption of novel foods like plant-based meat alternatives, in-vitro meat, insects, and microalgae.</span></em></p> <p><em><span style="font-weight: 400;">She is a researcher at the </span></em><a href="https://sec.ethz.ch/research/urban-microalgae-based-protein.html"><em><span style="font-weight: 400;">Urban Microalgae-Based Protein Production</span></em></a><em><span style="font-weight: 400;"> project at the Singapore-ETH Centre (SEC) and ETH Zurich, supported by the National Research Foundation Singapore (NRF) under its Campus for Research Excellence and Technological Enterprise (CREATE) programme.</span></em></p> <p><em><span style="font-weight: 400;">This article has been republished as part of a special report for World Food Day. It first appeared on June 14, 2024.</span></em></p> <p><em><span style="font-weight: 400;">Originally published under </span></em><a href="https://creativecommons.org/licenses/by/4.0/"><em><span style="font-weight: 400;">Creative Commons</span></em></a><em><span style="font-weight: 400;"> by </span></em><a href="https://360info.org/"><em><span style="font-weight: 400;">360info</span></em></a><em><span style="font-weight: 400;">™.</span></em></p> <div class="eb-article__eb-circle-banner"> <div class="eb-item eb-item--no-image eb-item--cta-mobile eb-item--cta-tablet eb-item--cta-eb-circle" data-item-num="6"> <div class="eb-item__container"> <div class="eb-item__content"> <div class="eb-item__header"> <h3 class="eb-item__title"> Like this content? Join our growing community. </h3> <p class="eb-item__cta-description">Your support helps to strengthen independent journalism, which is critically needed to guide business and policy development for positive impact. 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Busted: five myths about eco-friendly eating | Opinion | Eco-Business | Asia Pacific