Blog Spot Maxine Perella I’m taking a punt on horsemeat as our sustainability saviour


We may have unwittingly backed a win- ner in horsemeat, you know. I’m think- ing sustainable consumption here. In this era of radical transparency, such a scan- dal is raising serious questions among the public at large over not only what they eat, but where the food on their plate originates from.


It doesn’t take much for consumer confidence to plummet and we Brits are quick to vote with our feet. Many burger hunters may now shun the supermarket shelves and head towards their nearest independent butcher or farmer’s market instead. This is a textbook lesson for the big corporates in how to screw up on supply chain traceability.


So how did it get to this? Well, demand for cheap food certainly hasn’t helped – but there’s a deeper dynamic at play here I think. A leading commentator in this field, Forum for the Future deputy chief executive Sally Uren, hit the nail on the head when she recently said that


consumers have, by and large, become totally disconnected from their purchas- ing decisions. Not many shoppers give


much thought to how their products or services are sourced. Few care either – except when they swallow something


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