The fast fashion model, characterized by selling more for less, parallels the current state of the fruit and vegetable market in the UK. Retailers' drive to minimize costs affects both sustainability and production viability. During the holiday season, supermarkets selling vegetables at low prices mirror fast fashion's cost-cutting strategies.
Jack Ward, CEO of the British Growers Association, states, "Food production is in a tricky place right now in terms of sustainability and viability. Is this really good for anyone? The system is exploited beyond expectation [and we] have reinforced the idea that food is undervalued." This perspective highlights the widespread challenge, as 95% of fruits and vegetables consumed in the UK are purchased through major retailers, skewing consumer perceptions of production costs.
The fast fashion analogy extends to issues like food waste and low producer profits. Growers face slim margins of 1-2%, and transparency issues persist in both industries. Ward notes, "The game that supermarkets play is: how hard can we push our suppliers and at the same time make sure we keep them on board?"
UK consumers spend 8.5% of household expenditure on food, among the lowest globally, while concerns about food prices rise. The UK's reliance on global markets, akin to fast fashion brands, perpetuates the 'race to the bottom,' outsourcing problems to countries like Peru and Morocco. Richard Kipling, Senior Research Advisor at the Sustainable Food Trust, remarks, "The insidious nature of globalization is that the problems that happen to people on the other side world where we're getting this stuff from are hidden away."
Local production remains underutilized, with no clear retailer benchmarks for sourcing from UK growers. Vicki Hird, former Head of Sustainable Farming at Sustain, states, "We could produce a huge amount more fruit and veg than we are producing now, but the retailers are bringing in produce and have done so for the last 20 to 30 years – because it's cheaper."
Market concentration in a few supermarkets lowers farm gate prices, limiting farmers' options. Kipling emphasizes the need for a system delivering quality, sustainable food, and fair farmer compensation. The Local Food Plan, supported by the Sustainable Food Trust and others, aims to enhance local supply and shorten supply chains.
Source: Wicked Leeks