Tom Dougherty, CEO – Stealing Share
11 September 2017
A food crisis is coming, what’s being done about it
Many decry the true existence of climate change, despite hard, scientific evidence supporting its existence. Hurricanes Harvey and Irma devastate regions. Among the fallout lie destroyed crops, leaving all of us with more expensive food because there’s less of it. It’s just another step back in the arrival of a coming food crisis.
Population continues to grow but the amount of land to grow food doesn’t. There’s only so much land available. And more than 100 million people worldwide have reached a crisis level when it comes to food.
To fend off this crisis, farms are becoming smarter, more efficient and, frankly, taken over by large corporations. In the case of a company like NatureSweet, that means using artificial intelligence. Cameras continually track the growth of its tomatoes, while software identifies trouble spots such as insect invasions and dying plants. Previously, thousands of employees walked around to identify problems. Many times, inefficiently.
NatureSweet’s harvests increase by 4% with this technology, upping the amount of tomatoes it grows by millions of pounds.
Already, farms use tracking systems that monitor watering and seeding, and others use drones. Considering the coming food crisis, and expense that comes with it, technology in farming is a welcome addition.
“And I’m not naïve enough to ignore that companies like NatureSweet are doing this for profit. But that’s the point. To truly address climate change, we must find ways in which addressing environmental concerns becomes profitable.”
What the food crisis can teach us about climate change
The rush to increase the productivity of crops has a downside, of course. Most farms spray pesticides to grow larger and more productive crops. Some of which pollute our waters.
The reason all of this caught my eye is that, among all the crises in our world, the food crisis is often overlooked. My world of branding usually doesn’t cover something like this, but it’s worth paying attention to. And we could also learn from it.
NatureSweet isn’t the only company addressing the problems in the dark. And I’m not naïve enough to ignore that companies like NatureSweet are doing this for profit. But that’s the point. To truly address climate change, we must find ways in which addressing environmental concerns becomes profitable. We must put our money where our mouths are.
Otherwise, there will be more intense hurricanes and a greater food crisis. One (climate change) also affects the other (food crisis). But science and technology represent the answers.
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