THE GAME OF PYRAMIDS MOVEMENTS HEALTH GUIDELINES Suela Aksoy Luc Fransen June 2014 ‘Master thesis Political Science’ and Global Politics of Sustainability CONTENT 1. Food matters 1.1 Methodology 2. Nutritionism paradigms 2.1 Good and bad era – mainstream dietary guidelines 2.1.1 Food Guide Pyramid 2.2 Functional nutritionism 2.3 Counter-movements 3. Theoretical framework: Transition theory 3.1 Regime, niche and landscape 3.2 Conceptual framework of transitions 3.3 Niche conceptualisation 3.3.1 Grassroots initiatives 3.3.2 Grassroots innovative potential 3.3.2.1 Simple niches 3.3.2.2 Strategic niches 4. Empirical analysis I: The Food System 4.1 Landscape 4.2 Regime 4.2.1 Corporate influence on governments, science and consumers 5. Empirical analysis II: Alternative Food Movements as Niches 5.1 Paleo and Het Oerdieet 5.2 Voedselzandloper 5.3 Vegetarians and Vegans 5.4 Raw food 5.5 Youth Food Movement 5.6 Food Guerrilla 5.7 Food Watch 6. Conclusion empirical analysis: How do alternative food movements tackle is- sues? 6.1 AFM: Alternating the conventional guidelines 6.2 AFM: Alternatives to tackle issues concerning health and other food related issues 7. Discussion 8. References 9. Appendix 2 1. FOOD MATTERS Food is the number one cause of premature death in the Western world. Over- consumption has become a global problem. Unhealthy food is everywhere, widely available and promoted, easy to consume and often cheaper than a healthier alterna- tive. Governments facing with the human health consequences have put more empha- sis on the governance of food as a result of more diets containing fat, salt and sweet (Fuchs & Kalfagianni, 2010: 21). They have been telling people what to eat for more than a century. The advice promoted eating more vegetables and to avoid being over- weight, as a means to promote health (Nestle, 2013: 31). Still, since 1980 worldwide obesity has nearly doubled and 65% the population in world live in countries where overweight and obesity kills more people than underweight. In addition, 44% of the diabetes, 23% of the heart diseases, and between 7% and 41% of certain cancer bur- dens are consequences of overweight and obesity.1 However, there are numerous ini- tiatives around the globe that strive to make food sufficiently available, safe and nutri- tious, and in an honest and sustainable manner. This might also be the reason of an increase in so-called food movements, coming up with alternatives in order to tackle issues concerning dietary patterns, health and other food related issues. Obviously, there is an academic gap in studies on these alternative food move- ments (AFM), their dynamics and developments, but also their motivations. Scholars mainly refer to obesity as an epidemic, its socio-economical burdens, and the role of the food industry and governments on obesity (Ludwig & Nestle, 2008; Lawrence, 2004; Guthman & Dupuis: 2006). Besides, existing studies on activist movements are often within production-centred perspective (Goodman & Dupuis, 2002: 9). Dahlberg states that if we were serious about food and about laying the groundwork for sustain- ability (locally, nationally, globally), then ‘we must go beyond the typical narrow fo- cus on production [agriculture] to a broad analysis of complete food systems’ (in De- lind, 2011: 273). The focus on food and sustainability is often manifested in an ecological perspec- tive (McMichael et al. 1999). However, as broader interpretation it could also involve the sustainability of human health. Many scholars have studied the dangers of sugar and sweeteners (Lustig et al. 2012; Popkin, 2012; Pomeranz, 2012); and good and bad fats (McClain et al, 2007; Clouston & Powell, 2004; Ascherio & Willet, 1997). Yet, it is academically relevant to ease the lack of studies in political science and interna- tional relations by focusing on how alternative food movements deal with dietary pat- terns, influenced by the government’s dietary guidelines, in order to promote health. Therefore the research question is as follows: ‘How do alternative food movements tackle issues concerning dietary guidelines and health in the food system?’ The AFM will be approached as a niche within the framework of transition theory (Grin et al. 2010), because this theoretical framework provides the research to explore AFM, and create a better understanding of how and why they operate in a certain way. Obviously, the proposition that comes with this framework – when answering the research question – is the exploration of a certain transformative power of the AFM. The aim of the paper, however, is to emphasize and understand the multitude of AFM, which in turn might imply that some of them might be a part of transition and 1 Website World Health Organisation: http://www.who.int/mediacentre/factsheets/fs311/en/ 3 some of them are consciously or unconsciously not involved. Therefore, the core em- phasis lies within the aim to analyse and create a better understanding of (a) of the multitude of niches within the food system, and (b) their development regarding how they tackle issues concerning health and dietary guidelines and why they do what they do. As the cover shows, the research question implies three concepts: movements, guidelines and health. I refer to movements as niches, because – within the context of the theoretical framework – niches can be divided into different forms, such as a per- son or group introducing an alternative guideline for a better health or an organisa- tion/movement who serves an alternative to tackle issues in the food system. I did not prefer to use the term niche in research question, because the term is popularly known as a specialized and profitable segment of the market. However, the transition theory allows conceptualising the niche within the context of (social) movements. Therefore, in order to avoid misunderstandings the research question refers to motivations as niches (within the framework of transition theory). Furthermore, when analysing AFM as movements, it is important to be clear about the notion of alternativeness. Since movements imply specific forms of seize and activities, it might be contrasting to the nature of alternativeness. In this thesis I adhere to the meaning of alternative as the dictionary states, ‘(one of more thing) available as a possibility or choice’ or ‘relating to activities that depart from or chal- lenge traditional norms’. Finally, health is related to diseases such as diabetes, certain cancer burdens and cardiovascular burdens. The societal relevance of this research implies for readers a better understanding of the role of AFM en their importance in a food system, characterised by an increas- ing need to take action in order to tackle health related diseases. Finally, it has to be said that this paper does not aim to state what is good or bad. It is up to the reader to interpret individually the alternative, which means to determine whether and alterna- tive would work for them or not. 1.1 Methodology The unit of analysis in my research will be alternative food movements, involving nine samples: • Het Oerdieet (Remko Kuipers, The Primal Diet) • De Voedselzandloper (Kris Verburgh, The Food Hourglass) • Veganism • Vegetarianism • Paleo • Raw food • Youth Food Movement • Food Guerrilla • Food Watch This thesis is a qualitative research, which involved data gathering through observa- tions (website and documents) and interviews. I gained knowledge on the AFM by, firstly, analysing the form and seize of AFM, which refers to the amount of members or followers, the popularity or impact on people. Secondly, I have focused on the AFMs environment, which implies their commonalities, interlinks or differences with each other, their criticisms, and their relation to the government and corporate actors. 4 Furthermore, I have conducted the interviews in order to orientate, but also to gain insight on the movement’s vision and beliefs, and the personal experiences of the spokesperson. The focus of the research question is on health issues. Therefore, some question were asked as clear as possible in order to gather information that shows the relevance of these AFM concerning health issues. I have asked the questions in semi- structured way (see appendix 1.) in order to conduct interviews that are comparable, but still with the openness for interviewees to give useful information. The selection of the AFM was based on the criteria that it is an innovative prac- tice, it is not merely focused on a weight-loss program, it is globally known or it is a globally known organisation. This implies a variety of niches with a large n. It has been not feasible for this research to do a large n study, but to reduce validity threats I have approached AFM that differ from each other and also some movements that seem to have similar visions but differ in their actions. In order to reduce the chance of biased responses I, consciously, did not use ‘niche’ in the questions, nor did I explore the theoretical framework to the interview- ees. Yet, in order to increase reliability I also analysed the available and popular books of AFM. Most of the AFM exist less than five years and others can be de- scribed as communities. Therefore I have also analysed all the AFMs websites or searched for the pioneers within the movements. Unfortunately, I could not arrange an interview with Food Watch and some email contact with the Vegetarian movement (Vegetariërsbond), but their websites and literature offered sufficient information in order to make statements. Finally, the locus of this research was mainly the Netherlands. However, food policies are regulated by European legislation. European dietary guidelines are highly influenced by the guidelines of United States Department of Agriculture (USDA). Therefore, I will pay attention to the developments in the US and at the European lev- el.