Data, tools and tips from food industry leaders at thefoodpeople 2024 Trend Summit
Healthy and sustainable diets are more than just a concept - they’re a critical part of the food industry’s response to some of today’s biggest challenges. But what do they really mean, why are they so important, and how can we engage consumers in a way that aligns with commercial realities? This is where industry, brands, and policy converge, and it’s a role we all play in shaping the future of food.
Charles Banks, Co-Founder of thefoodpeople hosted an online summit with Kate Cawley, Founder, Veris and FFM, James Toop, Chief Executive, Bite Back 2023 and Steve Challouma, Chief Marketing Officer & Executive Committee member, Nomad Foods to explore how we can collectively drive meaningful change.
1. Healthy and Sustainable Diets Are Interconnected
The connection between diet, human health and the planet’s wellbeing is undeniable. As Kate Cawley noted, transforming to a net-zero food system requires a shift in diets that support biodiversity and have a low environmental impact. Nomad Foods exemplifies this by generating 94% of their revenue from non-HFSS (High Fat, Salt, Sugar) products and sourcing 99.5% of their fish from Marine Stewardship Council-certified sustainable sources. Businesses like these are proving that health and sustainability can work hand-in-hand.
2. The Industry Must Lead the Way
Waiting for consumers to demand healthier, more sustainable choices isn’t enough. Companies must take proactive steps to align their products and processes with these values. Steve Challouma highlighted how Nomad Foods’ innovation, like raising freezer temperatures from -18°C to -15°C, reduced energy consumption and carbon impact by 11%—showcasing how operational changes can drive significant environmental benefits. Leadership like this is essential to achieving a sustainable food future.
3. Collaboration Drives Change
Progress requires alignment across the food ecosystem, including retailers, suppliers, policymakers and NGOs. BiteBack 2030’s work with young activists reveals that 90% of surveyed youth want to live healthier lives but struggle due to a food system dominated by unhealthy options. By collaborating, businesses can create systemic change and support initiatives like Sainsbury’s healthy sales targets or Tesco’s better baskets programme, which enhance the shopper experience while promoting sustainable diets.
4. Transparency and Accountability Are Key
Setting clear, measurable goals and holding businesses accountable is critical to meaningful progress. BiteBack 2030’s research showed that seven of the world’s ten largest food manufacturers make most of their revenue from unhealthy products, while their emissions rival those of the aviation sector. Transparent reporting and robust sustainability commitments, like those from Danone and Nomad Foods, set a precedent for others to follow.
5. Consumers Want Healthier, More Sustainable Choices
Young consumers are health-conscious but face challenges like misleading marketing and limited access to affordable, nutritious food. BiteBack 2030’s findings revealed that 78% of child-targeted products with cartoon characters were unhealthy, demonstrating the need for stronger regulation and better options. Retailers and manufacturers must make the sustainable, healthy choice the default, as seen in Compass Group’s “health by stealth” approach, which makes better options more accessible without requiring active consumer decisions.
The stakes couldn’t be higher—poor health burdens society, while climate change threatens food supply chains. The industry has a moral and commercial responsibility to act now.
How can you take action?
Healthy Sustainable Diets Accelerator: Gain insights into regenerative food systems, sustainable diets, and climate-smart product development. Learn with companies like Sainsbury’s, on this 6-week programme. Book here.
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