
Originally featured at Civil Eats, the Olivia Sargeant article on how to create a new food economy is very well thought out, read on:
The DIY craze has shacked up with the local food movement to produce some inspiring examples of entrepreneurialism: Mason jar magic made by suburban fruit salvagers powered by pedals; workshops on wild-crafting, axe-making, rooftop bees and city-living chickens; lecture series that focus on the how-to rather than just why, when and where; and more.
But we can’t just take pictures of these ingenious innovators for the glossies and call our work finished. We have so much creativity (and cabbage) fermenting at the intersection of craft, food, and agriculture–now we need to connect the dots.
Our spirit and gumption produce marketable ideas and we must distill the unique and visionary experiences into capacity-building structures to create long-term stability for our farmers, eaters, and land. Our pet projects and pop-ups can morph into replicable systems, operations, and communications strategies so our movement can evolve into a true revolution.
An economy is a system of production and consumption and distribution. The local and organic food movement has developed a solid set of best practices for production, as exemplified by our National Organic Program standards and older, more venerated third party certification programs. We have proven the power of consumption of our wares with sales of organic food reaching almost $25 billion in 2009. Now we need to focus on the system of distribution, which is not simply the means of transportation. For our revolution, distribution is the act of transporting our objectives, mission, and human capital.
The first building block of our new food economy is defining our roles and job descriptions, so we can divide and conquer, and share each others’ workloads. Carlo Petrini, founder of Slow Food, has identified that consumers must be “co-producers” in order for good, clean, and fair food to permeate our markets. In practice, I’d say that means our eaters must turn into farmers, our chefs into ranchers, our butchers into distributors–and we all must teach each other. We have the demand, we have the supply, now we need to get out the pencil and craft paper and rewrite the distribution, starting with our jobs.
Here are our jobs as defined in the old food economy:
The farmer farms
The butcher processes.
The distributor moves product and creates new markets.
The chef prepares and cooks.
The consumer eats.
Here they are in the new food economy:
The farmer farms, processes, prepares, and teaches distributors.
The butcher processes, creates new markets, and teaches consumers.
The distributor moves product, processes, farms, and teaches chefs.
The chef prepares and cooks, farms, creates new markets, and teaches butchers.
The consumer eats, moves product, processes, and teaches farmers.
Let’s bring back the guilds, the grange, the purveyor, the merchant, and the artisan, so we have both craft and community intrinsic to our livelihoods again. Let’s renovate these old world terms for new world applications. Let’s redefine the jobs together, and imbue teaching in each role. Our revised positions will become the foundation of a truly functional new food economy. But wait, there’s more…