Local Nexus Network at Birmingham Business School 19th April 2016

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Kate Cooper gave a keynote presentation to the Local Nexus Network about food, cities, and citizens. She discussed using thinking tools to analyze the food sector, including a baked bean tin label, the PMCC framework, middle-up-down thinking, and metaphors. Specifically, she analyzed the UK's Value Added Tax policy as it relates to food, noting the societal costs of obesity and poor diet compared to tax revenues from VAT-rated snacks and drinks. She questioned what actors like government, corporations, and individuals could do to address these issues.

Food

LOCAL NEXUS NETWORK
Birmingham Business School
19 April 2016
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

reminder:
food sector qualitatively different:
we all eat
poor food affects minds and bodies
life-long impact of first 1000 days from
conception
huge societal costs of getting it wrong
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

why thinking tools?
global advertising: $0.5trillion+
(of which 25% is FMCG sector)
c.f. GDP of Norway, Argentina or Belgium
World Bank (2016)
MagnaGlobal’s forecast for 2016
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

thinking tools
a baked bean tin label
PMCC framework
MUD: middle-up-down
metaphors we live by
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

SCALE & the baked bean tin label
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

PMCC framework
Birmingham Food Council (2015)
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

MUD: middle-up-downNonaka & Takeuchi (1998)
e.g. FHRS . . . VAT . . .
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

MIDDLE: VAT
food is VAT-exempt
some ‘food’ products carry standard
rate VAT; these have zero or close-to-
zero nutritional value
30% household ‘food’ & drink spend is
on products that carry VAT
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

MIDDLE: VAT/cont
household spend on food & drink is
£112.7bn
30% = £33.81bn
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

add:
spend on vending machines
(£1.39bn = ‘refreshment’ vending)
excluded
all catering services = £83.9bn
MIDDLE: VAT/cont
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

household spend on VAT edible products
£35.2bn/year
. . . if we add in some VAT-exempt items??
‣ cakes & pastries = £39.26bn/year
‣ Dolmio et al = ???
remember we’ve excluded
all catering services = £83.9bn
MIDDLE: VAT/cont
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

overweight & obesity costs =
£31.2bn
source: UK figures from Public Health England, 2007 & 2015
alcohol-related harm costs = £21.8bn
source: England figures from the Government Alcohol Strategy, 2012
c.f. tobacco-related harm costs = £5.2bn
source: HSCIS, National Statistics: England, 2006
UP: VAT
the costs of poor diet
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

Source: NASA & JPL California Institute of Technology (2012)
UP: VAT/cont
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

Government?
Corporates?
Birmingham?
City institutions?
Thee and me?
DOWN: VAT
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

a baked bean tin label
PMCC framework
MUD: middle-up-down
metaphors we live byLakoff & Johnson (1980); James Garvey (2016)
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

What’s past is prologue:
what to come in your and my discharge
The Tempest: Act 2, Scene 1
we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

What it takes to feed a city well: How our work contributes to this aim — notably in matters of food safety and integrity including our project to raise Food Hygiene Ratings in the city; also in exploring city-level responses to food insecurity, notably emergency food aid and, finally, in considering climate change and its impact on both food security globally and locally, and regarding food safety.

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1. LOCAL NEXUS NETWORK Birmingham Business School 19 April 2016 we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

2. keynote presentation Kate Cooper LOCAL NEXUS NETWORK 19 APRIL 2016 food, the city & its citizens thinking tools we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

3. reminder: food sector qualitatively different: we all eat poor food affects minds and bodies life-long impact of first 1000 days from conception huge societal costs of getting it wrong we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

4. why thinking tools? global advertising: $0.5trillion+ (of which 25% is FMCG sector) c.f. GDP of Norway, Argentina or Belgium World Bank (2016) MagnaGlobal’s forecast for 2016 we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

5. thinking tools a baked bean tin label PMCC framework MUD: middle-up-down metaphors we live by we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

6. SCALE & the baked bean tin label we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

7. PMCC framework Birmingham Food Council (2015) we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

8. MUD: middle-up-downNonaka & Takeuchi (1998) e.g. FHRS . . . VAT . . . we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

9. MIDDLE: VAT food is VAT-exempt some ‘food’ products carry standard rate VAT; these have zero or close-to- zero nutritional value 30% household ‘food’ & drink spend is on products that carry VAT we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

10. MIDDLE: VAT/cont household spend on food & drink is £112.7bn 30% = £33.81bn we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

11. add: spend on vending machines (£1.39bn = ‘refreshment’ vending) excluded all catering services = £83.9bn MIDDLE: VAT/cont we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

12. household spend on VAT edible products £35.2bn/year . . . if we add in some VAT-exempt items?? ‣ cakes & pastries = £39.26bn/year ‣ Dolmio et al = ??? remember we’ve excluded all catering services = £83.9bn MIDDLE: VAT/cont we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

13. overweight & obesity costs = £31.2bn source: UK figures from Public Health England, 2007 & 2015 alcohol-related harm costs = £21.8bn source: England figures from the Government Alcohol Strategy, 2012 c.f. tobacco-related harm costs = £5.2bn source: HSCIS, National Statistics: England, 2006 UP: VAT the costs of poor diet we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

14. Source: NASA & JPL California Institute of Technology (2012) UP: VAT/cont we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

15. Government? Corporates? Birmingham? City institutions? Thee and me? DOWN: VAT we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

16. a baked bean tin label PMCC framework MUD: middle-up-down metaphors we live byLakoff & Johnson (1980); James Garvey (2016) we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

17. What’s past is prologue: what to come in your and my discharge The Tempest: Act 2, Scene 1 we aim for all our children to enjoy safe, tast, healthy meals . . . and eat them in good company

Local Nexus Network at Birmingham Business School 19th April 2016

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Local Nexus Network at Birmingham Business School 19th April 2016