People who work at changing the food system surprise me by being strikingly optimistic, compared to their environmentalist brethren. Most say, often with a beatific smile, that the system is headed for complete collapse. This is, I gather, great news.
When people discuss models for change, though, they sometimes sound like they are painstakingly working on this new concept that is going to blow everyone’s minds and you’ve never heard it before and it’s round and you can roll stuff on it…..as though 1) communities have never fed themselves before and 2) no major industry has ever collapsed.
I like to think about the collapse part. My favorite industrial collapse this decade is that of the music industry. My colleagues in the food world are not all familiar with this event, so I will summarize:
Long ago, in the 1990s, the music industry was controlled by only a handful of enormous corporations that had systematically bought up all the smaller ones. They controlled the lion’s share of music revenue, exploited artists and fans, and created a whole world of support jobs that kept the whole thing going.
Enter the widespread use of the internet and recording software. As technology expanded and improved, two things happened. One is that artists were able to circumvent the labels’ ruling over their art by self-releasing their work, and offering digital versions of albums and videos, so that you no longer needed the big guys’ cash or connections to make and sell music. The second thing that happened was that the consumer suddenly had access to exponentially more product than was available before. Obscure genres, rare demos, viral media, the world of music is blown wide open.
One by one, the record labels begin to tank. Not that the little guys were striking it rich very often. Sales of music decreased by half in the 2000s. People are spending less and getting more.
So who wins? Obviously the consumer. But the artists, though they are not raking in the bucks, have won the freedom to create under their own terms. The new music industry is diffuse, and favors people who have multiple skillsets, marketing savvy, unusual sounds, good design sense - anything to cut through the racket of democracy.
How do we apply this to food systems? Good question. Maybe we can’t draw a perfect analogy here. But I do like the similarities between the players - 5 corporations that control almost every brand in the grocery store. Corrupt and predatory treatment of producers and consumers. A growing public discontent with the status quo. Farmers markets as an analog equivalent of CD Baby, which distributes independent artists. Small farmers are the indie bands of the 1990s.
With these parallels in mind, I’d like to propose the agents of change: 1) way more independent farmers 2) more education for consumers 3) ease of distribution. Can we make a model like Ebay or Amazon work in the food world? Will someday anyone who has a backyard crop of broccoli find someone to sell it to? Let’s hope so, before there’s none left in the store.
I might expand on this further, there’s a thesis for some grad student in here somewhere…