FXT25 True Cost of Food: The Path to Smarter and More Sustainable Consumption

Food is the glue that binds people, companies, but also our entire health care and economy by initiating the transition to sustainable consumption. Every link plays an important role in this transition: farmers, food companies, retailers and supermarkets, but also consumers and governments.

The book “True Cost of Food” is the first step towards a joint action to produce better, to sell better, to consume better, and together towards a concrete sustainable consumer society. Pierre-Alexandre Billiet is an economist and CEO of Gondola, the leading platform for professionals in the consumer goods industry, which represents more than 52% of Belgian GDP.

He is an ambassador for WWF Belgium and closely involved in political and economic projects in the field of sustainable consumption. Martijn Martens is a research leader at Gondola, where he is actively involved in studying consumption - how consumption is developing towards the future. In his role, it is crucial to make the connections between megatrends such as sustainability, technology, purchasing power, the role of the physical store, the e-commerce landscape... and to evaluate how a company active in the Belgian retail and consumer goods landscape should strategically position itself to be able to follow these trends, so that they are future-proof.