LiveWell webinar – 31 March 2015

March 4th 2014

Challenging the myth of cheap food

Time: 31 March 10-11am GMT / 11-12 CET

Contact: Enrique Garcia, LiveWell for LIFE Stakeholder Relations Manager Programme Manager


Phone: +44 (0) 1483 412377

Join WebEx meeting

Join our speakers for a free, hour long debate on the true cost of our food.

The environmental and health costs of our food consumption are currently not reflected in food prices. Our western diets – high in meat, fat, sugar and highly-processed food – place costs on public health systems and are a key contributor to environmental impacts such as greenhouse gas emissions, soil degradation and water source depletion.

Environmental true cost accounting tries to remedy this by factoring in the full costs this diet has on public health and the environment. True cost accounting traces direct costs and allocates indirect costs by collecting and presenting information about the possible environmental, social and economic costs, benefits or advantages for each proposed alternative. It has been identified by some as a key component to food systems becoming truly sustainable.


Patrick Holden – Sustainable Food Trust

Patrick Holden

Patrick Holden

Patrick Holden is the founding director of the Sustainable Food Trust, working internationally to accelerate the transition towards more sustainable food systems. After studying biodynamic agriculture at Emerson College, he established a mixed community farm in Wales in 1973. Here they produced at various times: wheat for flour production sold locally, carrots and milk from an 85 cow Ayrshire dairy herd – now made into a single farm cheddar style cheese by his son Sam.

He was the founding chairman of British Organic Farmers in 1982, before joining the Soil Association where he worked for nearly 20 years. During this time the organisation led the development of organic standards and the market for organic foods.

His advocacy for a major global transition to more sustainable food systems now entails international travel and regular broadcasts and talks at public events.

He is Patron of the UK Biodynamic Association and was awarded the CBE for services to organic farming in 2005.

Adrian de Groot Ruiz – True Price

Adrian de Groot Ruiz

Adrian de Groot Ruiz

Adrian de Groot Ruiz is Executive Director of True Price – a social enterprise that aims to contribute to a circular and inclusive economy that creates value for all people by providing the information needed for such an economy. True Price helps organisations measure, monetise and improve their impact. True Price works for multinationals, SMEs, NGOs, governments. It has recently developed a 4 dimensional profit and loss statement for chemical company AkzoNobel, (

Previously, Adrian was Assistant Professor of Finance at Radboud University, where he did research into behavioral economics and sustainable finance. Adrian holds an MSc in Econometrics and a PhD in Economics from the University of Amsterdam. Adrian is a member of the Global Shapers (a World Economic Forum community) Amsterdam and of think tank Worldconnectors, where he co-chairs the working group addressing the Dutch corporate Post-MDG Agenda. In 2013, Adrian was listed number 33 of the “Sustainable Top 100″, a renowned list of Dutch professionals who are active in sustainability. Adrian blogs for the Huffington Post.



Nick Hughes – WWF-UK

Nick Hughes

Nick Hughes

Nick Hughes is an experienced freelance writer, editor and copywriter specialising in food and environmental affairs with a particular focus on the food industry, food policy and sustainability. He contributes regular articles to some of the country’s leading trade and business titles including The Grocer, Retail Week and The Ecologist and has written and edited reports and copy for public and private sector clients including the European Commission, Kraft Foods and Nestlé.

Nick was an advisor to the Elliott Review into the Integrity and Assurance of Food Supply Networks, commissioned by the government following the horsemeat scandal, and he currently works for WWF-UK as a food sustainability advisor. He has a MSc in Food Policy with Distinction from City University.

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