J u n e 9 th, 2 0 2 2

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 Sean Lestiboudois Supply Chain & Future of Food Data Driven
Manager, Deloitte NL Network Operations Sustainability

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 Change photo

Started 5 to 6 years ago:

Was mainly eating ‘fast food’ to save time
Friends pointed out my unhealthy eating
habits, which opened my eyes
Started investigating thoroughly but realized
the difficulty to get dietary guidance that was:
Complete

Accurate

Objective

Easy to Interpret

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Physical & Mental Health Culture & Identity

Economy & Employment Hunger & Malnutrition

Peace & Political Stability Natural Ecosystems

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 Soil Deforestation &
degradation habitat destruction

Ocean & freshwater

Excessive land use

+ -
pollution

Climate change Excessive water use

Overfishing & Excessive

poor aquaculture food waste

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 Change photo

“A net positive company: Improves the lives of everyone

it touches, from customers and suppliers to employees
and communities, greatly increasing long-term Just for humans and animals
shareholder returns in the process. Takes ownership of
all the social and environmental impacts its business
Produced within planetary boundaries
model creates. This in turn provides opportunities for
innovation, savings, and building a more humane,
Value-generating and transparent for all
connected, and purpose-driven culture.”
(Paul Polman, 2021)

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 Crop Food Distribution End of
Production Processing & Retail Life

Animal Packaging Consumption

Farming

Every food decision reflects a chain of processes & impacts that made it possible to consume it

Environmental impacts Socio-Economic impacts

• GHG Emissions • Land Use (Change) • Fair compensation • Social protection
• Biodiversity Loss • Water Use & Pollution • Fair working conditions • Bribery & corruption
• Soil Degradation • Animal Welfare • Child & forced labour • Gender (In-)equality

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Health & Sustainability are important criteria for Belgian food consumers, but only at limited (or no) additional cost

• 57% of Belgian respondents rate Health as more important than

affordability

• Only 27% of Belgian respondents rate Sustainability as more

important than affordability

• Of all countries in scope Belgian consumers had the lowest

willingness to pay more for sustainably sourced food

• Consumers are willing to pay most extra for locally produced food

• Consumers expect grocers and regulators to actively do more in

facilitating healthy and sustainable living

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 When buying food, what do Belgian consumers find more important …?

VS.

57% 43% 26% 74%

Healthy Food Affordable Products Sustainable Food Affordable Products

• Health & Sustainability are important criteria for Belgian consumers, but only at limited extra cost
• Of all countries in scope Belgian consumers had the lowest willingness to pay more for sustainably
sourced food
• Consumers are willing to pay most extra for locally produced food
• Consumers expect grocers & regulators to actively do more in facilitating healthy & sustainable living
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 Consumers care about health & sustainability but at limited additional cost and only if it is convenient to them

Click & Collect Alternative proteins

Online-only Grocers Sustainability Labels

Meal Subscriptions Circular & Packaging-Free

Flash Delivery Locally Sourced

Convenient Sustainable
Meal Replacements & Affordable ‘Slave-free’
‘Guilt-free’

What is missing is the Transparency

Personalized Nutrition that ties it all together in a way that is:

Probiotics Healthy & Safe Holistic Specific

Superfoods Accurate Understandable

Harmonized Tangible
Sugar-free, low-fat & low-salt

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 Creates momentum to differentiate with
Footprint Reporting Transparency-driven strategies

(‘CSRD’)

Convenient Sustainable
Accelerating & Affordable
‘Guilt-
CO2 price increase free’

Healthy & Safe

Farm to Fork Strategy

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 Feed Farm Rest of chain Farmer Rest of chain (processor, retail)

73% 21% 4,2 11% 89% € 11,59

6%

51% 38% 10% 7,0 22% 78% € 5,96

21% 18% 38%

61% 1,4 62% € 1,19

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 Farmer Trader / Wholesaler Processor / Brand Retailer

Production Transport Storage Processing Distribution Selling

UPSTREAM ‘ORCHESTRATION’

DOWNSTREAM ‘ORCHESTRATION’

“CUTTING OUT THE MIDDLE-MAN”

THIRD PARTY ‘FACILITATION’

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 LASTING JOINT STRATEGY JOINTLY DESIGNED E2E OPTIMISED TRANSPARENT
COLLABORATIONS & VALUE CHAIN FULL LIFE-CYCLE SUPPLY CHAIN IMPACT
TO SUSTAIN IMPACT INTERVENTIONS PRODUCTS & OPERATIONS COMMUNICATION

FINANCIAL MECHANISMS TO INCENTIVIZE SUSTAINABLE PRACTICES

AGREED IMPACT MEASUREMENT STANDARDS

INTEGRATED ANALYTICS CAPABILITIES

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 Feed Farm Rest of chain Farmer Rest of chain (processor, retail)

51% 38% 10% 7,0 20% 80% € 6,50

-30% +4%
NEW
4,9 19% 1% 80% € 6,73

Sustainability premium

Potential savings /
income from
Carbon Credits

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 Many organizations swirl in an endless loop of
Don’t get ‘doing’ sustainable things – an illusion of being
stuck here
sustainable

End-to-End value chain,

operating, and marketing
models are optimized for
sustainability

Leverage sustainable solutions —

becoming more synchronized
Leverage sustainable solutions and less siloed
Leverage traditional solutions to reduce impact of existing
to reduce impact capabilities

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