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Table 1: Extremes in development choices
Themes for main trends in food until 2030 | Development extremes options | |
|---|---|---|
↓
↓
Supply and demand | Supply |
oriented | Demand |
oriented | ||
Chain | Power | Collaboration |
CSR | Profit | Social role |
Technology | High tech |
4Ps ha,ha*
4Cs ha,ha
Product, Power, Profit, Price
Non technology-led |
Regulations |
Food security
Food safety
4 P's | 4 C's | |
Product, power, profit, price | consumer, cooperation, community, continuity |
*The general literature about possible development scenarios refers to the 2 extremes of development options, 4Ps and 4Cs are mentioned
Most companies base their vision of the future on a mix of the 4Ps and 4Cs
Companies that tend partially or even completely towards 4C in their operational management are therefore opting to follow new paths in the food system. These are the companies that are shaping the food transition.
We are showcasing a few companies below where elements of the 4Cs are clearly visible in their company vison. Click on the image to take a look at their business vision and concepts.
There are now hundreds of initiatives in the Netherlands from companies that are working on food transition. You already came across examples of such companies in the chapter ‘Food transition: toward a more sustainable and healthier food system’, demonstrating a range of forms of innovation in the food world, all with the 4Cs as the underlying principle.
In that chapter, the various innovation forms of companies that, to varying degrees, base their vision on the 4Cs are divided into 8 themes. These 8 themes are therefore different forms of food transition for companies that have based their vision of the future either partially or entirely on the 4Cs.