Source: POLITICO'S MORNING AGRICULTURE, 6/25/18

When Americans go to the grocery store, their purchases are largely driven by price and personal health, not whether products contain ingredients grown using practices that benefit the environment — or are sourced from an operation that pays workers a fair wage, among other external factors. While wealthier Americans may pay more for foods that account for such external factors, there's little incentive for mass adoption across the food supply. So can consumers' eating habits, which are skewed toward unhealthy options, really be a force for improving the environment and creating a more equitable food system?

During a panel discussion on Friday at The Breakthrough Institute's annual dialogue in beautiful Sausalito, Calif., experts weighed in. Josette Lewis, associate Vice President of ecosystems at the Environmental Defense Fund, said the crops with the largest environmental footprint like corn and soybeans are primarily used in animal feed or processed food — making it challenging to translate incentives to consumers. Lewis emphasized the importance of corporate commitments to reducing emissions in supply chains. But she acknowledged that right now, many companies don't see an economic reason to collect data on environmental issues and set targets.

What about a new label? Dave Douglas, Vice President of Applied Invention, proposed the creation of a new, data-centric food label backed by a set of standards that go beyond the practice-based USDA organic seal — a nearly $50 billion industry that has been successful at driving demand among consumers. It could reflect fertilizer and weed management, input use like water and pesticides, as well as technology used for production like genetically engineered seeds or hydroponics. The standards could easy apply to all crops, Douglas said.