Fruit Logistica: mad scientists confront top officials with True Costs

Berlin/Waddinxveen, February 4th, 2016 – A delegation of the Dutch Ministry of Economic Affairs was jumped on by two supposed scientists, while visiting the Fruit Logistica in Berlin on Wednesday afternoon. With a mobile True Cost Lab the Swedish research group of Prof. Tore TröKost-Blomström produced several light- and sound effects and made clear why we can't afford cheap food anymore. Hans Hoogeveen, the Dutch Director-general for Agro and Nature, took it with a smile and proved to be very interested in the serious ideas behind the campaign.

Conventional food is cheaper than ever, but the true costs of production in terms of social and environmental damage are not included in retail prices. That's why international organic distributor Eosta, under its brand name Nature & More, launched the „True Cost of Food" campaign in January this year. In order to compare the hidden costs of conventional and organic products, Eosta implemented a model published by the Food and Agriculture Organization of the UN in 2014. “Admittedly, the campaign involves a lot of numbers ”, commented Volkert Engelsman, founding director of Eosta. “To make it a bit more tangible for fair visitors, we have invoked the help of Professor TröKost-Blomström “, he added with a wink.

On a more serious note, the campaign initiator added: "Food prices should reflect the true cost of food production, including hidden social and environmental costs. We now have the models to calculate these costs, so we want to share them with consumers. There can be no sustainability without transparency." Director-general Hans Hoogeveen of the Dutch Ministry for Economic Affairs congratulated Engelsman with the campaign and discussed the FAO reports; he also invited Engelsman for a thought exchange at the Ministry.

Practical info
Professor TröKost-Blomström and his assistant will demonstrate their remarkable machine at Fruit Logistica (www.fruitlogistica.de) in  Berlin until February 5, Eosta / Nature & More stand, Hal 3.2, Stand C 07. Subsequently they will be at Biofach (www.biofach.com) in Nürnberg, February 10 – 13, Hal 7, Stand 625.

Nature & More is the "trace & tell" trademark of Eosta, European market leader in fresh organic fruits and vegetables, with a specialization in overseas fruits and Dutch greenhouse crops. More information can be found at www.natureandmore.com and www.eosta.com.

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