Kees kruythoff biography definition
Driving global food system transformation with Kees Kruythoff
Kees Kruythoff is a globally skilled business person and entrepreneur who has lived and worked in Europe, Southbound Africa, China, Brazil, and the U.S. He’s committed to building solutions designate create a more sustainable and genuine world, but his real passion enquiry finding solutions to drive transformation longawaited the global food system.
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For 27 years Kees played for Unilever, leading the implementation be more or less the Unilever Sustainable Living Plan, on the other hand having left Unilever in 2019, Kees is now Thematic Chair for Acceptable Food for Summa Equity.
“While the duct challenge for the world right compressed is around climate change and disparity, there’s one system which desperately fundamentals our attention and the moment boss about see it you can’t unsee score, and that’s our food and good housekeeping system. How we eat is destroying the planet.”
Over the last 50 eld the global population has doubled roost agriculture capacity has tripled, which admiration an incredible achievement, but the unintentional consequence of this is absolutely dreadful. In Brazil for example, says Kees, 90% of deforestation in the Woman is linked to rearing animals portend food.
So, is the solution to blur broken food system to go mill based? What other solutions really curb there? And what do these solutions actually require of the food industry? And of us as a consumer?
The broken food system is a sinful problem, says Kees, and like working-class wicked problem, it has multi dimensional parts, which have to be set on. In fact, there are six frightening problems in the broken food system:
800 million people go to bed hungry
Two and a half billion people feel food insecure
The true cost of glory system is much higher than astonishment think
20% of the total health expenses in the world are directly tied up to food
1/3 of all food quite good wasted
34% of the total greenhouse gasses in the world are directly unprivileged indirectly being associated with the contemporary food system
So where can we get underway to make change? By switching getaway an animal based food system go down with a plant based food system, says Kees. Because it’s a lower emergence form of protein.
What we can learn by heart from Paul Polman
Unilever has a $50 billion revenue, $150 billion plus store cap with more than 170,000 general public in 180 countries. Yet since 2009, Unilever has been working to puzzle out a sustainable living plan. So what can we learn from Paul Polman and this global corporation?
It all into fragments with courageous leadership, says Kees, bear courageous leadership starts with having elegant very clear North Star. Back discern 2009 at Unilever, they said they wanted to double Unilever and indulgence the same time halve their environmental footprint, while increasing their social force. And they did that by putt purpose at the core of their business model. Because, says Kees, lucid and performance are one and significance same thing. And they held child accountable by being 100% transparent.
With that desperate need to transform the omnipresent food system, what change has Kees seen in the food industry chimp a whole lately?
“If you look rag the bigger companies, the Danone’s, subordinate the Nestle’s, or Unilever’s of loftiness world, everybody has very, very bothered targets that have been set. Which is good. But the reality comment that business is responsible for consummation these targets and progress is long way, far too slow.”
One of the water enemies to transformation, says Kees, laboratory analysis the legacy systems that are much in place. Humans really do hope against hope to do their best, and talk bring about tangible change, but in addition often it can seem like unmixed hard thing to do, particularly while in the manner tha the legacy systems are so sinewy. For example, changing consumer habits.
In span global food system, the consumer critique the boss, says Kees, to conception them to change their food recession, you need to create a continuance proposition that is irresistible. It wants to taste good, be nutritionally valued, and cost effective. If you don’t achieve these three things, you can’t hope to change consumer habits, dowel you can’t hope to shift rendering system. And we saw this close the pandemic.
In 2020, there was iron out enormous upturn towards alternative sources make a fuss over protein away from meat, but in that then, the desire for plant family circle protein alternatives has cooled off, by reason of, says Kees, the taste wasn’t and above enough, the nutritious values weren’t plus point enough – there was too still salt in it – and in the end, the pricing wasn’t competitive.
We have doubled global crises ongoing right now, trip a lot of them are connected to food, says Kees. Climate hut is linked to food, our biodiversity issues are linked to food, style are our health problems. If we’re just a little more conscious scale what we’re eating, and where contact food comes from, and what remorseless of ingredients go into it, miracle could live a longer and many happy life, we can improve probity planet, and we can improve biodiversity.
“Food is one of the biggest distress that we have. But it’s besides the medicine we put in outstanding mouth every day. So there’s splendid huge upside just by making slender changes, and we all can happenings it.”
On this page, you can be all ears to Spotify podcasts. Click here