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The 4 Horsemen of the Apocalypse

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In June I was invited to give the keynote speech at the Sustainable Foods Summit in Amsterdam. The conference programme was so advanced it made me blink in disbelief - here were a bunch of corporate executives and sustainability managers from the world's leading corporations all working to create real standards of sustainable growth and methods of measurement in order to comply with their corporate statements of principle. Stalwarts like Clearspring and Whole Foods were there, but the general tone was very mainstream. I spoke about taking an ethical brand mainstream later in the day but for my keynote I thought I'd give it to them with both barrels. Here’s my speech:

"Today I would like to take for my text the New Testament, Chapter 6: 1-8, the Book of Revelation of St. John the Evangelist (I'd give anything for a picture of the audience's horrified faces as they prepared for the worst). You may recall it: it's where Jesus opens the sealed scrolls and summons forth the Four Horsemen of the Apocalypse - War, Plague, Famine and their faithful follower, Death.To understand sustainability we must recognise that the world's economy is still governed by legacy industries who have a massive vested interest in those 4 horsemen. Without them, or the fear of them, their shareholder value would collapse.War enjoys annual capital expenditure of $1.5 trillion. with the US leading the field, devoting 5% of GDP to military spending. As you'd expect with any capital expenditure, the return on investment is many times the value of the outlay - the cost of death and destruction of property in target nations is massive. Of course the at-home social damage is pretty high too as soldiers return home with attitudes to violence that lead to high domestic cost due to healthcare, suicides, crime and psychological problems.Plague enjoys good returns, too. The Avian Flu and Swine Flu panics exposed Big Pharma’s desperate quest for new disease threats. The side effects of medical intervention create a huge subsidiary industry and new diseases like diabetes, cancer, heart disease and high cholesterol create an opportunities for profit. Death from medical errors in the US run at 200,000 a year, while correct intervention claims many more.Famine is perhaps most relevant to this conference. By destroying the natural fertility of the Earth with chemical fertilisers and killing off biodiversity with pesticides, fungicides, herbicides, GMOs and antibiotics agribusiness has created a global dependency on their chemicals to produce our food. 'Feed the world' is their mantra as they progressively starve the world. Now, except for organic farming, we are hooked on the drugs they sell to keep degraded land in production.We have to kick these bad habits but they are entrenched in our socioeconomic system and their proprietors will not give up without a fightSo how can sustainability triumph? It must be in all arenas, we must bring peace and prosperity, to all. It can be done, because things have changed.How have things changed?Debt - Wars, drugs and agribusiness have bankrupted our economies. First rule of a parasite is: don't kill the host. If American taxpayers had to pay for war, medicine and farm subsidies they would never have happened. Instead the Chinese, and Arabs loaned the US the money so they could continue to buy cheap consumer goods and oil. Now that the debt is dragging down our economy we wrongly blame the bankers. The rot started because our governments subsidised war/drug/ag with borrowed money because they were too cowardly to pay for it out of increased taxation.Transparency - the days of the smoke-filled room where a handful of powerful men decide the fate of the rest of us is ending. We know what’s going on.There is no future if there is not a sustainable future. A handful of companies worldwide thrive on war, sickness and a famine. Our governments bow to them. Monsanto's control of the USDA is the most obvious but it's the same everywhere, from the EU to India to Africa and Latin America.It is undeniable that peace brings more prosperity than war and avoids the burden of debtThat the creation of health is better value than the treatment of diseaseThat organic and sustainable farming gives better and more reliable yields than unsustainable petrochemical dependencyWe're right - we know we're right - they know we're right.But they won't give up without a fightIn Britain our new prime minister speaks about The Big Society - people doing it for themselves. The top down model is disintegrating everywhere. When people start doing it for themselves then different choices will be made. Companies that are ready for this seismic change will prosper. There can only be on future and by definition it must be sustainable.

 

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Today’s Observer - granddaughter Saba’s writing described as “sensual, witty, audacious, belligerent dangerous brilliance.”
Today’s Observer - granddaughter Saba’s writing described as “sensual, witty, audacious, belligerent dangerous brilliance.”
We’re going in - please support! Link in bio to donate to the tireless work of @hastingsrnli
We’re going in - please support! Link in bio to donate to the tireless work of @hastingsrnli
The ‘doctrine of signatures’ states that you can tell the benefit of something from its appearance. This Jerusalem artichoke looks like food for strength
The ‘doctrine of signatures’ states that you can tell the benefit of something from its appearance. This Jerusalem artichoke looks like food for strength
Zion, Illinois 1915. A mere 100 years later and we no long inhale secondhand smoke from the few remaining smokers
Zion, Illinois 1915. A mere 100 years later and we no long inhale secondhand smoke from the few remaining smokers
Walk in the woods- nice timber oak standing in a sea of wood anemones
Walk in the woods- nice timber oak standing in a sea of wood anemones
Before the omelette au fines herbes featuring thyme, sage, parsley, rosemary, chives, marigold leaf and blossom. Plus a big endive. All fresh picked, ultra hyper local
Before the omelette au fines herbes featuring thyme, sage, parsley, rosemary, chives, marigold leaf and blossom. Plus a big endive. All fresh picked, ultra hyper local
In 1967 I drove an Austin 12, modified with gold paint on the chrome and white fenders
In 1967 I drove an Austin 12, modified with gold paint on the chrome and white fenders
Executing a commission to cut and prep some parsley, I was struck by its colour and form. #ilovethegulfstream
Executing a commission to cut and prep some parsley, I was struck by its colour and form. #ilovethegulfstream
At the Carbon Gold Christmas lunch the crackers contained pink eyebrow combs. Well, what would any sensible person do in the circumstances?
At the Carbon Gold Christmas lunch the crackers contained pink eyebrow combs. Well, what would any sensible person do in the circumstances?
Before the assembled ‘chocoloscenti’ from around the world Jo and I were inducted into the Chocolate Legends Hall of Fame last night in NY. “Without these two, none of us would be here tonight” said Alexandra Leaf, announcing
Before the assembled ‘chocoloscenti’ from around the world Jo and I were inducted into the Chocolate Legends Hall of Fame last night in NY. “Without these two, none of us would be here tonight” said Alexandra Leaf, announcing the award. Sniff, sniff.
Today’s Observer - granddaughter Saba’s writing described as “sensual, witty, audacious, belligerent dangerous brilliance.” We’re going in - please support! Link in bio to donate to the tireless work of @hastingsrnli The ‘doctrine of signatures’ states that you can tell the benefit of something from its appearance. This Jerusalem artichoke looks like food for strength Zion, Illinois 1915. A mere 100 years later and we no long inhale secondhand smoke from the few remaining smokers Walk in the woods- nice timber oak standing in a sea of wood anemones Before the omelette au fines herbes featuring thyme, sage, parsley, rosemary, chives, marigold leaf and blossom. Plus a big endive. All fresh picked, ultra hyper local In 1967 I drove an Austin 12, modified with gold paint on the chrome and white fenders Executing a commission to cut and prep some parsley, I was struck by its colour and form. #ilovethegulfstream At the Carbon Gold Christmas lunch the crackers contained pink eyebrow combs. Well, what would any sensible person do in the circumstances? Before the assembled ‘chocoloscenti’ from around the world Jo and I were inducted into the Chocolate Legends Hall of Fame last night in NY. “Without these two, none of us would be here tonight” said Alexandra Leaf, announcing