Big consumption
Kea is committed to the future of agrifood
Christophe Burtin, Nicolas Martin & Mathieu Daude-Lagrave
great national cause #acttoeatbetter
Alongside a large coalition of actors from civil society, the media, institutions and start-ups, Kea & Partners and Co Conseil are committed to “better eating” by supporting the citizen consultation, launched by Make.org . Objective: to fuel a national debate and mobilize citizens to jointly build a concrete action plan with a strong impact.
While food is at the heart of the planet's and society's challenges, 8 million people in France do not have access to sufficient, good quality food according to the latest estimates. If eating remains an essential pleasure, 91% of French people say they are concerned about what they eat. Worried about their health, alerted by repeated health crises, aware of the environmental and social impacts of their diet, they have profoundly changed their purchasing behavior and consumption habits. How can we learn to eat better to prevent diseases, in particular cancer and obesity? Allow everyone to eat healthily and in sufficient quantity, while being informed and reassured about the safety of what they consume? How can we protect the planet while ensuring the future of our farmers and producers?
Kea, a company with a mission and member of the B Corp community, works for the future of the agricultural and agri-food sectors, beyond the projects carried out with leaders.
The sector is key to the vitality of France. This is why we invest in breakthrough initiatives by bringing our multiple expertise of advice :
With Make! Better, an ecosystem of food players aiming to initiate a positive transformation and build a new food model
With Make.org for the great national cause #agirpourmieuxmanger
Within think tanks or sector events such as the Sully Committee, the Open Agrifood of Orléans or the General States of Food.
To do! Better is a community of reflection and influence whose vocation is to imagine, stimulate and bring to fruition projects with a positive impact for the agri-food sector.
Why stimulate such a movement?
French food, a social and cultural fact, has a direct impact on our health, the environment and employment throughout the territory. Under the effect of multiple phenomena, it evolves and transforms : new uses, fragmentation of distribution, socio-demographic change, ecological emergency.
Power is transitioning under stress and the subject is complex. The transformations are ecosystemic: impossible to change alone, without its customers, its suppliers, even its competitors. Political and regulatory instability leads to protection and lobbying reflexes that cancel each other out. The actors have lived for decades in a climate of distrust and regulatory surveillance that paralyzes.
To do! Better therefore wants to be a trusted third party to harmonize positions and converge ambitions
Goals :
Commit to serving the general interest and sustainable growth for all players in a key sector for the vitality of France
Federate the first community of business leaders in the agri-food sector and mobilize these players to find new ways of doing things together.
Bringing out common causes and mobilizing industry players around forward-looking and strategic topics for the sector
Promoting a new consumption system
We are convinced : the transition will involve innovative, multi-stakeholder projects across the entire value chain – from field to plate, production and services – in the service of sustainable growth for all.
To do! Better, an ecosystem of players in the sector to build a new responsible and sustainable food model
8 concrete actions with strong national impact to ensure accessible, healthy and balanced food for all, respectful of the environment and preserving the sustainability of our agricultural sectors :
National Day of Agricultural and Food Heritage : Allow 1 million visits to farms and small processing sites to reconnect the general public with agricultural and food heritage.
Agricultural Youth Mission : Enable 200,000 young people to get involved with farmers and food aid recipients by structuring the various existing systems (Universal National Service, Civic Service, etc.) around a specific sector.
Agri'Don : Offer 1 million tonnes of unsold agricultural products to the poorest people.
Local Sales Platform : Sustainably increase by 40% the local sales of more than 50,000 agricultural producers by connecting them directly with private and public buyers to allow everyone access to local products.
Less Plastic Collective : Collectively reduce the use of plastic at all stages of the food value chain, by uniting all its players.
Bulk Easy : Multiply by 10 the number of products sold in bulk to allow consumers to do as much of their shopping as possible without single-use packaging in their usual local supermarket.
I learn to taste : Accompany more than 1 million young people in learning about healthy and responsible food during a specific school time.
Season Managers : Change the eating habits of 15 million French people in favor of seasonal food thanks to a television program for the general public.
Kea, an early partner of Open Agrifood to write the future of our food
Open Agrifood is a think and do tank born in 2014 whose ambition is to develop the food of tomorrow.
Kea & Partners has been an early contributor to this multi-format event organized as a Roman forum in the city of Orléans. It is designed as a place for exchanges and meetings of all economic players "from field to plate".
In 2021, Open Agrifood is organizing the Annual Food General States with the support of Kea & Partners to collectively take stock of the major challenges of the sector and set objectives for the next two years.
Why "put the cover back"?
Because in 2017 the strength of the collective produced the Egalim law, the first marker of collaboration within the Agrifood sector
Because it is together that we must take stock of what is going well and what is not going well in the food chain
'Cause we won't make it if we don't all get together
The Agirfood Plan, base of the EGAA 2021
At the end of the first confinement, Open Agrifood drafted a plan of 76 actions to be implemented collaboratively to make the sector more efficient and more resilient: the Agirfood Plan.
It is on the basis of the themes of this plan that the Annual General Meetings on Food will be held this year, from September to October 2021, with 10 workshops and 3 sessions per workshop.