What is our challenge?

Identification of the problem

Diseases related to inadequate eating habits continue to develop and affect the vast majority of people, which makes us be increasingly more concerned about our own health and also increasingly more interested in sustainable food.

The concept of healthy eating has been evolving over the years and the desire to maintain a healthy diet has been settling in people’s minds, who have been learning about this issue and have become a little more aware of it, which has led to the emergence of the «over-informed consumer».

We have found some data according to which only 34% of people believe that they have a healthy diet, although it has increased by 5% in recent years (according to Food Navigator).

One of the problems that some people have when it comes to eating healthily, is the higher prices that products such as organic or homemade products have. As a result, people end up choosing cheaper products offered by supermarkets, such as white label, which in the end, are the ones that add more additives and are the most harmful to our health.

We must also take into account the importance of consuming local products to reduce the carbon footprint, that is, we reduce the emission of greenhouse gases into the atmosphere by avoiding the transport of food from other countries.

In many occasions although people try to have a healthy diet and consume sustainable products, they have to deal with the deceptive advertising of the establishments or the labels of the products. For example, Sonia, the owner of a bakery that we visited as part of our research, explained that many times the brands of flour put in the package: «Wheat flour», but that they actually carry other «stuffing» products to cheapen their production. This is allowed since there is no law that regulates or prohibits it. On top of that, many businesses advertise that they sell bread with sourdough starter and actually manufacture it with big amounts of yeast (which is the most harmful) and very little amount of sourdough starter.

We will try to act to improve nutrition and promote more sustainable and healthy diets, improve the environmental sustainability of food systems, improve efficiency in the use of natural resources and circularity, as well as encourage innovation and empowerment in the communities.