McCANN PRAGUE / FOODGROOT / 2019
Most probably humans will be the next species affected by the omnipresent problem of plastic and food surrogates.
Researching the food industry statistics, we’ve discovered some staggering facts – such as that the average person ingests 70000 micro-plastics each year or that 7 out of 10 persons die from a “non-communicable disease”, usually related to the heavy consumption of ultra-processed food (that most of us are eating, but are unaware of how little it has to do with anything remotely natural or healthy).
Foodgroot - a clever new app that helps you check your food for nasties - was born out of this belief, that maybe we can save ourselves by being better informed, and choose healthy, wholesome food instead of its artificial counterparts. The campaign dramatises, via haunting executions, the possible consequence of not making a healthy and well informed choice when it comes to real food and nutrition.
The food sustainability algorithm evaluates qualitative components such as the percentage of meat in meat products, quality class designation, breeding method (for eggs), fruit component in fruit drinks, yoghurt and other products, freshness and other qualitative factors. It also takes into account local and international certificates (such as Klasa a, Regional food, IFS, BRC, PDO, PGI, Guaranteed traditional recipe, Czech product, CEFF etc.), water use index, land use index, CO2 index , OXFAM sustainability index, Fairtrade certification, the Rainforest Alliance, the European Palm Oil Alliance, etc.), user voting (sensory data) and the transparency of production and raw materials through Blockchain Verification of Food Origin.
We combine the scores of all three of the above areas into the overall product score, with users seeing the disintegration of the individual factors affecting the overall score. Product basics are provided by Nielsen Brandbank and are also available from publicly available sources and from cooperating institutions and companies. The overall score as well as its individual parts may vary depending on the latest scientific knowledge of the entire food production and distribution chain.
The Food Score Index is based on a collaborative dynamic algorithm that is constantly evolving with the latest scientific and technological knowledge. Foodgroot scores are rated on a 0-100% scale. This gives rise to a ranking in each category, and each food is placed in it.
The algorithm for assessing the health and nutritional impact of foods focuses on factors such as nutrient profiling and nutrition classification in order to promote health and prevent disease, the presence of key contaminants, pesticides, hormones and antibiotics, and the health implications of certain food additives. The UK Department of Health's nutrition model, developed by the British Food Standards Agency (FSA) in collaboration with the British Heart Foundation and its Health Promotion Research Group at Oxford University is taken in the consideration. The model uses a simple evaluation system that classifies balanced nutrition components that have been the subject of thorough scientific scrutiny, extensive consultation and review. It is supported by its independent Scientific Advisory Board on Nutrition (SACN) and Nielsen Brandbank.
Today's food supply chain accounts for ~ 13.7 billion metric tons of carbon dioxide equivalent, and 26% for anthropogenic greenhouse gas emissions. These emissions can fundamentally change the species composition of natural ecosystems, reduce biodiversity and ecological resistance.
Today's agricultural system is also incredibly resource-intensive, covering about 43% of the world's land. Two-thirds of freshwater take-offs are intended for irrigation, resulting in 90-95% of the world's water consumption and deficiency. Vegetable diet reduces food emissions by up to 73%, not only greenhouse gas emissions but also acidifying and eutrophying emissions that degrade terrestrial and aquatic ecosystems. Freshwater consumption also drops by a quarter.
Vegetable diet reduces food emissions by up to 73%, not only greenhouse gas emissions but also acidifying and eutrophying emissions that degrade terrestrial and aquatic ecosystems. Freshwater consumption also drops by a quarter.
Foodgroot scores are rated on a 0-100% scale. This gives rise to a ranking in each category, and each food is placed in it. You have the option of comparison and better choice. At the same time, we have prepared a system of colorful orientation green - best / red - the worst that will sort all foods for better orientation.