By Gene S. Ruda
Thomery, France
28 June 2022
All seems wonderfully sustainable and well meaning with frozen french fries producer McCain Foods’ “Farms of the Future” project. This month the global company announced that it will operate two new demonstration and training farms in Africa with a commitment to achieve a “radical transformation” in potato farming within “30 years”. Here’s McCain CEO Max Koeune from a recent article in Potato Pro, the potato industry’s most popular online journal :
“This is a critical moment. The strain that global supply chains are under right now is shining a stark light on how exposed we are, with a food system that requires a radical transformation to address the challenges of our century.”
“If we don’t change the way we farm, feeding the world in 30 years will require an 87 per cent increase in carbon emissions. The implications of that are bleak — and we cannot allow it to happen.”
“Farmers are on the front line here — they see the impacts every day, with extreme weather wreaking havoc on the growing season.”
“Working collaboratively, we believe this transformation will ensure both McCain and our farmers will have a business for generations to come.”
“[McCain Foods] is the world’s largest manufacturer of frozen potato products, and has over 20,000 employees and 47 production facilities in six continents. The company generates more than C$8.5 billion in annual sales.” -Wikipedia
Go into a grocery store or supermarket’s frozen food section in FrenchFryLand (France), and you’ll find that McCain Foods’ potato products occupy significant and prominent shelf space. They’re often the only brand of frozen potatoes available, save the store’s much smaller private label offering, which is often an organic version. Occasionally, on perhaps less than 5% of your shopping trips, you’ll find a few bags of McCain branded organically grown products priced at a premium.
If we focus on Farms of the NOW we must recognize the fact that there is a raging river of green-washed pollution in the public information streams which feed opinion and vital knowledge. Cascading claims which send the urgency of the food industry’s rising atmospheric CO2 impact, increasing deforestation, and degrading soil carbon depletion behind a damn curtain of culpability. Yes behind the Carbon Curtain is a spacious fraudvillian stage of ugly unreported impact data. In front is an attractive gaslit metamodel with a megaphone, mouthing its minutia bit.
Slow motion one-act plays like this one serve to actually delay progress and purposely disinform the public. The paltry ‘less-bad’ impact strategy of consolidated vertical industry giants is in fact ecocidal and unethical, if not unlawful. Their accountability failure imprisons local economies into mono-agricultural servitude and linear, extractive, counter-ecologic methods throughout the African continent.
The scale and speed of required change, the existentially necessary shift to ‘more good’, ie. circular designed, local eco-industrial process and practice within circular economic trading supply chains, is daunting. Its very difficult to imagine how we can make impactful change in time to avert climate calamity without revolutionary and forceful, perhaps militant direct action.
The solution is that communities, countries and cooperating regions must economically and politically activate NOW (nations organizations worlds). A massive grass roots movement and a moving mountains of data mining operation must dig in and opensource the NOW to lift the quite heavy carbon curtain. We will convene a carbon hackathon to expose the impact data. Document and reference an accounting, a Knowledger of fossil fuel facts to name and shame.
Then we will use our valuable votes, our steward’s sticks, our shepherd crooks and our POWer (proof of worker) DAO (decentralized autonomous organization) to provide blended DEFI (decentralized finance) and GENFI (generative finance). NOW DAO tokenomics will ‘know away’ the degradation dominators from the stage.
Our NOW DAO will appoint regeneration regulators who systemically econorise with transformative, viral, carrot and stick policies and associated programs. Mandatory yet motivational, rewarding and credible learn-and-earn CREDucation programs, powered by disruptive media and interventional communications technology. CRED (circular rewards ethically distributed), regenerative proseeds, will spur a sustainable spud growing, carbon reducing revolution.
Culpable corporations and large private enterprises must be regulated and reoriented. The NOW DAO will collect carbon waste and mint real change . DRED (decentralized recoveries equitably determined) will be dragged on to the stage. A regenerative raking, a DREDucation, ie. an eco-recovery fact finding and rigorous greenwashing court of review to inform us all. The polluting perps will pay forward to get change back.
CREDatory and DREDfuel measures are necessary in order to effect the kind of systemic socio-economic change we need to sustain sustenance.
Read NOW :
Out with the OLD (Oppressive Linear Domination) and in with the NOW (Nations Organizations Worlds)
Gene Ruda is the Chairman of Eightfold Group Generation, Inc. (EGG) a creative agency, technology consultancy and venture studio, and the founder of Tr8ce, Inc., a Special Purpose Corporation which develops the TAP (Tr8ce Architectural Pool), and administers CRED and DRED programs in the CRED-o-SPHERE of product and service supply channels.
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