Values, ethics and dairy product innovation · 2019-05-13 · Food Ethics Council • The Food...

SDT Spring Conference

Values, ethics and dairy product innovation

10 May 2019

Ralph EarlyIndependent Food Scientist and Food Ethicist

Member & Trustee Food Ethics Council

Food Ethics Council

• The Food Ethics Council is a charity.

• It provides independent advice on the ethics of food and farming.

• The aim is to help create a food system:

❖ that is fair and healthy for people

❖ with high standards of animal welfare

❖ and which protects and preserves the environment.

• www.foodethicscouncil.org

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Food Product Development

2. Market research

3. Product specifications

4. Feasibility study

5. Product development and evaluation

6. Process development

7. Product launch

1. Idea generation and screeningSteps in thedesign process

PHASE 3

Product Development

PHASE 4

Test andEvaluation

PHASE 2

BuildBusiness

Case

PHASE 1

Project Scoping

PHASE 0

GenerateIdeas

Development

Plan

GATE 3

Project

Close Out

GATE 5

Concept

Screening

GATE 1

Execution

Complete

GATE 4

Phase-Gate Innovation Process

FeasibilityPlanning

ProjectExecution

ProjectTermination

Develop Concept

PreliminaryResearch

Development

Approval

GATE 2

PHASE 5

ProductLaunch

ProjectTermination

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Human Rights

United Nations’ Universal Declaration of Human Rights 1948

States in Article 25:

“(1) Everyone has the right to a standard of living adequate for the healthand well-being of himself and of his family, including food, clothing, housingand medical care and necessary social services, and the right to security in theevent of unemployment, sickness, disability, widowhood, old age or other lackof livelihood in circumstances beyond his control.

(2) Motherhood and childhood are entitled to special care and assistance. Allchildren, whether born in or out of wedlock, shall enjoy the same socialprotection.”

The Rome Declaration on World Food Security (FAO, 1996) states:

“the right of everyone to have access to safe and nutritious food, consistentwith the right to adequate food and the fundamental right of everyone to befree from hunger”.

The right to food which is safe and nutritious is a moral right which generatesa correlative duty.

There are numerous other rights issues in relation to food and the foodsystem which require careful ethical evaluation.

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Pret allergy death: parents describe final moments with theirdaughter

Jamie Doward: Sat 29 Sep 2018

Natasha Ednan-Laperouse, 15, died after suffering an allergic reaction to abaguette

“Tashi, I love you so much, darling. I’ll be with you soon. I’ll be with you.”

These were the last words that Tanya Ednan-Laperouse spoke to her daughter,Natasha, who lay dying 800 miles away in a hospital in France.

Deceptive Labelling?

‘Misleading’ organic milk ad banned by regulator

The advertising regulator said that Arla’s advert was misleading because all forms of food productionused energy and created waste [Advertising Standards Authority/Press Association]

An advertisement for a brand of organic milk has been banned for using the “misleading” claim thatits production is good for the land.

June 7 2017, 12:01am

Pester Power?

Tesco’s Computers for schools scheme

One £900 computer system = how much spending in Tesco?

£220,000 (Consumers’ Association report 2001)

Cadbury had their fingers burnt with the ‘Get Active’ campaign!

“ … a ten-year-old child consuming enough chocolate to earn a basketball through the Cadbury's scheme would need to play basketball for 90 hours to burn off the calories …”

Primary Socialization?

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BBC 30 May 2018

Animal Welfare

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Antibiotics in Intensive Animal Production

Global antibiotics 'revolution' neededBBC 19 May 2016

© http://www.bbc.co.uk/news/health-36321394

Britain has only 100 harvests left in its farm soil as scientists warn of growing 'agricultural crisis'

Adam Withnall | @adamwithnall

20 October 2014

Study shows soil in urban areas is actually much more fertile on average thanthe intensively over-farmed UK countryside

Intense over-farming means there are only 100 harvests left in the soil of theUK’s countryside, a study has found.

With a growing population and the declining standard of British farmland,scientists warned that we are on course for an “agricultural crisis” unlessdramatic action is taken.

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Single Use Plastics and Packaging Pollution

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Sedex is a global membership organisation ...

... collaborative platforms for sharing responsible sourcing data on supplychains

... used by more than 50,000 members in over 150 countries.

... companies use Sedex to manage their performance around labour rights,health & safety, the environment and business ethics.

www.sedexglobal.com/about-us/what-is-sedex/

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Food Fraud and Food Crime

Nature crisis: Humans 'threaten 1m species with extinction'

By Matt McGrath Environment correspondent, Paris6 May 2019

One million animal and plant species are now threatened with extinction.

Nature everywhere is declining at a speed never previously seen and our need for evermore food and energy are the main drivers.

These trends can be halted, the study says, but it will take "transformative change" inevery aspect of how humans interact with nature.

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Planetary Boundaries

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Being Moral

A moral person – a person who chooses to act morally – is concerned with the effects of their decisions and subsequent actions

A moral person is concerned with concepts of:

➢ good and bad

➢ right and wrong

➢ justice and injustice

➢ autonomy

➢ respect for others

The Purpose of Morality

Morality serves to prevent social chaos

Without action-guiding moral values mankind would descend to what ThomasHobbes referred to as “a state of nature” where life in general would be “war of allagainst all” and the life of man would become “solitary, poor, nasty, brutish andshort”

Traditionally, philosophers have considered that morality has five purposes:

▪ To keep society from falling apart

▪ To ameliorate human suffering

▪ To promote human flourishing

▪ To resolve conflicts of interest in just and orderly ways

▪ To assign praise and blame, reward and punishment and guilt

Such a view of morality is centred on human beings

The Moral Community

Humans form the moral community

Humans can distinguish between right and wrong

Humans are cause moral good and moral evil

Animals and plants are not part of the moral community

Agents of Social Change

Individual people can be agents of social change

Organisations have the capacity to be significant agents of social change

Large food businesses can be agents of social change

Food businesses can change society for good or bad

But is it the food businesses or those in charge who are actually the agentsof change?

Moral Agency

Individual people can be moral agents – they are capable of moral agency

Food businesses can also be moral agents – but is it the businesses or thosein charge?

Business actions stem from decisions made at the top

Chief executives and directors have true decision making power

They are agents of social change and moral agents

They can make our lives better or worse

What is Ethics?

Moral principles that govern a person's behaviour or the conducting of an activity

The branch of knowledge that deals with moral principles

Ethics is concerned with notions of good and bad, right and wrong, and issues of respect, autonomy and justice

Ethics can also be thought of as moral philosophy

Ethical Theories

Deontology Teleological Non-cognitivist

Kantianism

Divine Command Ethics

UtilitarianismSocial Contract

Egoism

Altruism

Relativism

Emotivism

Prescriptivism

Objective Subjective

Consequentialism

Virtue ethics

Four Types of Ethical Theory

1. Deontological theories

Theories that place emphasis on the NATURE of the act

▪ Concern duty, rights, justice

▪ Something inherently good or right about certain acts

▪ Good to tell the truth and bad to lie

▪ Good to keep promises and bad to break them

2. Teleological theories (Greek, telos, meaning goal-directed)

Theories concerned with the OUTCOMES of an act

▪ Concerned with moral rightness or wrongness of the outcomes of an act

3. Virtue theories

Theories that emphasise the CHARACTER of the moral agent

▪ Aristotle’s Ethics are concerned with good character or virtue

4. Theories that encompass an understanding of MOTIVE

▪ Most ethical systems recognize the importance of motive, to a greater or lesser degree

▪ Kant’s system of ethics is particularly concerned with motive

▪ It is good to do one’s duty

▪ The motive in doing one’s duty is doing good

Behaviour or act committed or to be

committed

Ethical norms and standards

Evaluation

• Act

• Consequences

• Character

• Motive

Perception and judgement

Key Ethical Theories

Deontological Ethics: ‘the science of duty’

Duty based ethics - concerned with notions of ‘duty’, ‘rights’ and ‘justice’

Takes the view that some actions are ‘right in themselves’ irrespective ofoutcomes

Kant tells us to:

▪ act only in ways that would be acceptable as universal forms of action

▪ treat other people as ends-in-themselves, not solely as the means toends

We have a duty to tell the truth, not to harm others, to keep promises andto respect the privacy of others

Teleological theories

Consequentialism

Altruism

Egoism (Ethical egoism)

Utilitarianism (a theory of usefulness)

Based on the idea that men seek pleasure and avoid pain and that this is thesingle moral fact

Good results are results that maximize the benefits and minimize the harms

Greatest happiness for the greatest number

Virtue Theories

Aristotle’s notion that ‘virtue’ is primary, rather than the ‘good’

Two kinds of virtue:

• moral virtues or qualities of one’s character

• intellectual virtues or qualities of one’s mind

The virtuous person exhibits:

• courage, honesty, integrity, fairness, compassion, generosity, fidelity andself-control

4 Ethical PrinciplesBeneficence:

The principle that one should aim to do good; one should aim to benefitothers

Non-maleficence:

The principle that one should, at least, do no harm

Justice [as fairness]:

The principle that one should treat like cases alike

Respect for autonomy:

Literally ‘self-rule’ - the ability to make decisions for oneself on the basis ofdeliberation

The principle that one should respect the interests, goals and preferences ofothers

Ethics can unite contrasting areas of thought and interest

Public Debate

Political Debate

Scientific Debate

Ethical Debate

Facts andcontext

Stakeholders

Decisionmakers

Identify possibleoptions

and actions

Evaluateoutcomes

Choose optimal action

Ethical DecisionMaking

Who controls the global food system?

Consumers

Supermarkets

Farmers

Farm Produce

Food Products

Power in the Food Supply Chain

The Co-op’s Food Crimes report(Co-op. 2000. The food crimes report. Manchester: Co-operative Wholesale Society.)

• Blackmail - the insidious targeting of the public by global big business putting hugemarketing muscle behind products that fail to fit with healthy eating advice

• Contamination - the unnecessary use of chemicals on the land and in livestock -interference with nature’s way

• Grievous Bodily Harm - the disregard of animal rights to keep costs down or, evenworse, to pamper our taste buds with so-called luxuries

• Vandalism - the destruction of the planet by the intensification of food productionsystems

• Cannibalism - the practice of permitting animals to be fed with the remains oftheir own species, or herbivores with animal by-products, or giving animals feedmade from the blood of other animals

• Pillage - the careless exploitation of countries, cultures and creeds by multi-national concerns milking the so-called global economy

• Fraud - the deliberate assault on the taste and appearance of our food

The Co-op’s ‘7 Deadly Sins’ of food labelling(Co-op. 2002. The lie of the label II. Manchester: The Co-operative Group.)

• The Illusion: labels hiding information to make the product sound more attractivethan it might be

• Weasel Words: labels using words that don’t mean much, e.g., ‘traditional’,‘natural’, ‘wholesome’

• Rose-tinted spectacles: the product looks bigger in the picture

• The Bluff: the label makes the product sound special, e.g., dried pasta ‘free frompreservatives’ when, legally, it can’t contain preservatives

• The Hidden Truth: crucial information hidden where it isn’t easily seen

• The Half Truth: labels that tell you what isn’t in the product

• The Small Print: labels that need a magnifying glass to read everything but thehard sell, or where the colours contrast to make reading difficult

PHASE 3

Product Development

PHASE 4

Test andEvaluation

PHASE 2

BuildBusiness

Case

PHASE 1

Project Scoping

PHASE 0

GenerateIdeas

Development

Plan

GATE 3

Project

Close Out

GATE 5

Concept

Screening

GATE 1

Project

Review

GATE 4

Phase-Gate Innovation Process

FeasibilityPlanning

ProjectExecution

ProjectTermination

Develop Concept

PreliminaryResearch

Development

Approval

GATE 2

PHASE 5

ProductLaunch

ProjectTermination

Sustainability• Ingredients• Packaging• Water• Waste

Negative impacts• People• Farmed animals• Environment• Biodiversity

Marketplace• Advertising• Marketing• Information

Product safety• Microbiology• Toxins• Allergens

Sourcing• Authenticity• Fair Trade• EnvironmentEmployee health

Ethical Considerations

We must develop food systems that are:

▪ Ecological by Design

▪ Ethical by Design

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This is home – we have no other and never will in all probability

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Thank you