Addressing the challenge of feeding 7.6 b people by 2020

By Rashika Fazali

An increase in the world’s population has now posed the challenge of feeding nearly 7.6 billion people by 2020. Can we feed this many? Can we produce food for this many people? Can this increase be sustained, is today’s question in our ever-growing world.

Curiosity has played a role in today’s development in the food industry and Alltech Asia-Pacific Director Mathew Smith at the Asia-Pacific Lecture Tour organised by Alltech said it’s okay to be curious when it comes to such matters and wondered whether advanced nutritious technology could deliver efficiency, profitability and sustainability (EPS).

He posed a question to the gathering on what should be done to take the industry forward. He noted: “There has been a 35% increase in food prices globally and this has been due to the weather. We can’t change the weather, but we can change ourselves, our industry and be flexible.”

Smith further questioned how the industry could challenge the production of dairy, adding that generally, one cow can produce 32,000 litres of milk a year. This means that every cow on earth can produce this number.

In addition, shared some thoughts on the meat and aquaculture sectors, which in years to come, will be no longer affordable.  

Use of technology

he feed industry can be handled well and furthered with the use of technology. Alltech Asia-Pacific Quality Manager Tara Jarman speaking on the subject of ‘embracing global challenges: creating global solutions’ stated that since of late, there has been a huge drop in farm incomes and crop yields which has resulted in growing environmental concerns about the way we live and on sustainability.

She emphasised on the need to find opportunities in today’s problems to better the system which will result in helping feed billions of people.

As supply and demand gets harder and more complicating to balance, problems such as a decrease in gram supply, increase in gram prices, availability of quality gram and immunosuppression are encountered. So how do we solve these problems?

Issue 1: High raw material cost

Jarman pointed out that as the population increases, the demand for good protein increases as well. Since the price of naturals cannot be controlled, Alltech has introduced Allzyme Solid State Fermentation (SSF) which improves the use of grain content, thus maximising the release of nutrients.

With the use of Allzyme SSF, it allows for flexibility, improved performance and saves cost.

Issue 2: Ingredient supply

Aquaculture has been developing rapidly, producing at least 47% of seafood consumed globally. Jarman noted that in order to increase the amount of protein in aquafood to 62% by 2050, there should be an increase in the amount of protein in fish.

The use of Alltech Algae allows more control and the manipulation of levels of nutrients.

Jarman explained that the use of algae is a good choice as its potential is limitless.

Issue #3: Ingredient quality

There has been a growing concern about the increase of mycotoxins produced by fungi organisms which are capable of causing diseases and death in animals as well as humans. It also decreases the productivity in animals.

Jarman stated: “The higher the level of mycotoxins, the higher the impact on the livestock.” So what does the industry have to do to address this rampant issue?

Alltech’s solution to this is mycotoxin management which controls the mycotoxins. This global project has negated the risks from 37 mycotoxins.

Branding differently

Alltech Corporate Marketing Manager Elizabeth Bagby insisted on re-branding that emphasises high quality foods since that is what the world is looking for today.

She revealed that the consumer demands for SMART foods – safe, measurable difference, appetizing, researched and traceable. “Pepsi has responded to the high demand for wholesome foods with Pepsico. They are not changing their products,” said Bagby.

She further listed eight principles of branding which starts with ‘purpose’. She stated that 86% of the consumers want businesses to place consumer needs on top before business needs.

In the second principle, she explained that branding requires being different. Out of a possible display of 1,009 advertisements per day, only three advertisements actually penetrate through to the customers.

She also further asserted that consumers need to be surprised and delighted when they come across an advertisement and that it has to be consistent. You need to send the same message across in every medium. This translates trust into reputation.

In the fifth principle, Bagby spoke on the need for relentless implementation. The same message needs to be sent across as many times as possible for the consumer to grasp the idea.

“Every point of communication is a moment of truth for the brand,” said Bagby. She also explained that a company needs to identify its opportunities. It may look bad to one set of people, but it may look very pleasant to the other.  Companies also need to also embrace technology as it plays a huge role. Branding goes one step further with social media sites like Facebook, Twitter and YouTube which can take one single message to the rest of the world in a span of minutes.

In the final principle, she explained that each brand should give out a story thus infusing the brand with passion. “Consumers like stories,” said Bagby.

Pix by Upul Abayasekara