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World’s food sustainability leaders launch the Demand Generation Alliance to put tight focus on sustainable and nutritious food


THUR 24 JUNE, 2021-theGBJournal-Geneva – The Demand Generation Alliance (DGA) was launched this week at the SDG Tent. The DGA’s objective is to encourage pressure from consumers, and wider society, to demand the urgent shift to more sustainable and nutritious foods. 

The alliance has been established with a single vision: to make nutritious and sustainable food the preferred consumer choice.

The DGA was launched by the world’s most influential people in the sustainable food sector: 

Lawrence Haddad, Global Alliance for Improved Nutrition

Gunhild Stordalen, EAT

Alison Oman, World Food Programme

Jag Sheth, Emory University

Diane Holdorf, World Business Council for Sustainable Development

Sanjeev Khagram, Thunderbird School of Global Management

Sharon Bligh, Consumer Good Forum

Lawrence Haddad, the Executive Director of GAIN and 2018 World Food Prize Laureate, said, “In order to meet 2030 sustainability goals, we need a radical change in how we think and act about food. DGA will work on driving societal preferences towards nutritious and sustainable food by leveraging social and cultural strategies. The vision of making nutritious and sustainable food the preferred choice of consumer can only be achieved by working as a coalition of ‘unusual suspects’”.

The transformation of food systems has traditionally focused on measures that can be applied to supply chains, such as agricultural subsidies and sustainable sourcing. These tactics are vital and necessary in working towards a goal of sustainable access to nutritious foods for all.

It is time now to add a focus on consumer demand, enabling individuals to affect significant change by expressing stronger preferences for more nutritious and sustainable foods. The goal is that this change in demand will further incentivize investment in nutritious and sustainable foods.

The DGA will use two main strategies, targeting both societal and cultural influence on food preference. Societal influence is typically about dining experiences, social norms, social status and social identities. On the other hand, cultural food influences include morals, values, symbols, narratives and technologies.

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