Half of every meal Americans eat should be fruits and vegetables. The government says it. The first lady says it. Your doctor, dietitians, even your mom says eat your vegetables. You tell it to your kids.
We have always known it.
But there’s the other half of the plate that we don’t really talk about in business terms very often.
Oh, but we like it. The meat, dairy and grains.
Of course we’re not alone. We knew this during the most recent recession when Americans were forced to spend less on food, but they didn’t really buy less food or less meat.
When we had more money again, we spent it on food again, just better-quality food.
The American food system, including its growing methods, economies of scale, infrastructure and affordability is the envy of the world.
Sure, the foodies, locals, organics and food snobs get more headlines, but as people around the world move from poorer to wealthier classes, they want to eat like it. That means fresh fruits and vegetables.
Someone will have to meet that demand.
The Packer’s owner, Vance Publishing Corporation, also owns other food publications. You’re probably familiar with produce-related ones, such as Produce Retailer, Citrus & Vegetable and The Grower, but I bet you’re less familiar with Drovers, PorkNetwork, Dairy Herd Management and Ag Professional.
Planning for the future
We at Vance Publishing thought that since our food brands cover the whole plate, we could start a program identifying young leaders in all the industries we cover, who will help feed the world’s consumers, a number expected to grow from about 7 billion now to 9 billion by 2050.
If they’re going to make a difference in 40 years, they ought to be young enough now to have a good chance of being around then, so we called it 40 Under 40.
As you would expect, there are several leaders from the produce industry (J Allen Carnes, Emiliano Escobedo, Matt Mandel) and several others associated with it (Patrick Delaney, Adam Putnam, Katie Stagliano).
We’re proud to have started the program, but we didn’t want it to seem like we orchestrated the outcomes, so we put together a list of judges who have had outstanding careers in the produce, grain, beef, pork and dairy industries to choose the honorees.