From the “Bill Wolf Nailed It” File:
Earthworms Contribute Significantly To Global Food Supplies
A study published in Nature Communications estimated that earthworms add more the 140 million metric tons per year to the global food supply, or about 6.5% of global grain (corn, rice, wheat, barley) production and 2.3% of legume production. In the global South, earthworms contribute 10% of total grain production in Sub-Saharan Africa and 8% in Latin America and the Caribbean.

Organic Cropping Systems Do Less Damage To Environment
A meta-analysis of studies using life cycle assessment to compare conventional and organic cropping systems found that “despite lower yields, organic crop systems show better environmental performance compared to conventional ones for climate change, ozone depletion, ecotoxicity and use of resources (i.e. abiotic, mineral and metal resources).”

Comparison of organic and conventional cropping systems: A systematic review, published in Environmental Impact Assessment Review, also found that fertilization is the cultivation process most responsible for the impacts in conventional systems. Although the reduced impacts of organic cropping systems is systematically present across crop classes such as fruits and nuts, specific crops within those classes, such as apples, contain exceptions. In addition, the researchers point out that life cycle assessment does not adequately account for some aspects of farming, such as biodiversity and soil health.

Continuous Improvement Features in Global Trends Report
Mintel’s 2024 Global Food Trends Report identified five trends that will be important for brands next year and beyond:

• Being Human—an appreciation of the human experience, such as personal connections and emotions
• More Than Money—shared core values and value
• Relationship Renaissance—renewed importance of interpersonal relationships and social connection
• New Green Reality—a shift from “zero-sum” sustainability initiatives to continuous improvement and tangible solutions.
• Positive Perspectives—honesty in communications and support for developing resilience

Within the “New Green Reality” trend, 60% of American consumers agree that many companies are ‘just pretending’ to be sustainable. Authenticity and measurable outcomes are some of the keys to reach consumers and encourage trust. In Canada, 37% of consumers feel farmers are trustworthy information sources, compared to 19% of consumers who feel well-known food brands are trustworthy information sources. In the US, 34% of consumers would choose a product based on familiarity rather than sustainability claims. More.

Entrepreneurial Farmers are Becoming the Norm
In research designed to clarify US farmers’ current attitudes and mindsets by looking at psychographics, Aimpoint Research’s Farmer of the Future 2.0 analysis found that the concentration of farmers in each of the market segments they identified is changing faster than predicted. Entrepreneurs and innovators—those farmers and ranchers that embrace change— are becoming the norm in the United States. These groups also skew younger.

Fairtrade Label Garners Trust
Research from Fairtrade America found that 86% of US shoppers say they recall an ethical or sustainability label on products while they shop. Recognition of the Fairtrade label is up 118% since 2019, with 61% of US consumers aware of it. Moreover, 72% of US consumers trust the Fairtrade label. Millennials are the most frequent purchasers, with 63% of those familiar with the label buying Fairtrade products regularly. The top three motivators shoppers used in choosing products were promises of reduced pesticides and chemicals, no child labor and improved living standards for farmers and workers.