Let’s fast forward to 2030, when products that actively tackle climate change and build biodiversity are widely available in grocery stores across Europe and the UK...
Down To Earth
Resilient roots
These are now your average potatoes! Down To Earth is a line of super delicious, resilient potato varieties grown in a way that reduces their carbon footprint and biodiversity impact. But while these potatoes have heroic benefits to the environment, they are affordable and cook and taste just like the potatoes you’ve always known.
Hear one of our farmer's journeys
“I am a farmer in Norfolk, UK, growing potatoes once every six or seven years along with mustard, cereals, and carrots. I used to grow a potato variety that was very popular with English customers. But people didn’t realise at the time that it’s quite susceptible to diseases, so I had to use a lot of pesticides to prevent losses. I have switched to new disease-resistant varieties and practices that have regenerative outcomes. I began trialling manure application and growing mustard in rotation, which I plough back into the soil. This would have been impossible with the old variety I used to grow because of their vulnerability to pests. All of these changes have reduced my use of synthetic inputs drastically and because the yields are higher with these potato varieties, my income has already improved after two rotations.
I have also trialled a few heritage potato varieties. It has taken a few years to find the right ones that work for me but now I have a diverse selection that suits my soil and is nutritious for consumers.”
How Down To Earth was brought to life
Farm
Farmers who were part of the Down To Earth programme started by experimenting with new varieties and new practices on part of their land. They were given access to a regional training hub, which was funded and managed by a coalition between the government, Down To Earth, and several retail chains.
Public Policies
Farmers in the UK received dedicated funding to support their transition to regenerative food production through the Sustainable Farming Incentive, which supplemented financial support provided by Down To Earth.
Buying model
Retailers who took part in the Down To Earth programme agreed to a whole-crop purchasing model, in which they bought all outputs of the farm. They also paid a premium for the new varieties of potatoes to compensate for the loss of volume of other crops due to the added mustard rotation.
Product design
Retailers adapted their specification criteria to allow for all of the edible potatoes to be sold in their stores.
Other products from 2030
Download
To quote the study, please use the following reference: Ellen MacArthur Foundation, The big food redesign: Regenerating nature with the circular economycircular economyA systems solution framework that tackles global challenges like climate change, biodiversity loss, waste, and pollution. It is based on three principles, driven by design: eliminate waste and pollution, circulate products and materials (at their highest value), and regenerate nature. (2021).
The future products have been co-created in collaboration with the fantastic team at Alpha Food Labs.
