had the opportunity to see
the last campaign launched by hands
united in which they warn us that a
one third of our food ends up in
the garbage while 800 million
people go hungry in the world
today I’m not joined hands and
I do not come here to make us feel
bad for the amount of food that
we throw the garbage but I see these
data and hallucinate and I’ll give you some
figures for songs with me every year
in europe we are wasting 100
millions of tons of food from the
about 300 million that we produce in
my head does not give me to imagine
when they occupy those 100 million
tons
so I had to translate it or
try to translate to figures a little more
intuitive that fit in my head
we would fill each year five
millions of trailers with the food that
we waste in europe there is no
enough roads in the world to
put 5 million trailers in a row
india one behind another
so I have no choice but to resort to
the most fashionable unit of measure in the
that everything fits where it seems that everyone
we are very comfortable that is the number
of football fields that we would get
fill with those five million
trailers put well we’ll get nothing
23 thousand soccer fields when when
reach this figure
I had to call my friend running
havoc is a football geek journalist
sports of those who do not know
absolutely everything and I asked
How many football fields are there in the
world got nervous because in that
I did not know it’s hard to catch a
sports journalist who does not know but
he told me they have followed me called me and I
he said that there were five thousand fields of
official football in here and give up
there is nothing comparable with the amount
of food we throw garbage
just like my friend game is a geek
of soccer
I can consider myself a geek of the
supply chains and especially of
the food supply chain makes
seven years when it ended
quietly
I was in Berlin I decided to go back to
Spain and dedicate myself to agriculture
because I had the opportunity to
recover an orange grove from my
grandfather who had been abandoned
It was at that moment when I entered
contact with the supply chain
food from the other side to the one that does not
I was used to seeing and it was then
When I started with aa freak out
inefficient that was this chain
we understand as supply chain to
the sequence of events that take place
during the life cycle of a product
since it is produced until it is
consumed finished memory
there are supply chains of everything
type there are supply chains of
medicines light supply chain
clothing supply chain but
none is as efficient as the chain
of food supply and for
understand where this occurs
waste
I’m going to tell you the chain as a function
the orange supply cane that is
which catches us closest and is
can be extrapolated to other products
in this chain we do not usually blame
each other about who they are and
Who are we responsible for this
waste of waste and
price mismatch taking place
between the fruit the oranges on the tree
and what the consumer ends up paying the
destination the producers
we usually blame the
intermediaries because when they come to us
to collect the farms are left the
small fruit with some brand on the
skin when we all know that they are
just as good as the experts already
they have the same qualities
organoleptic regardless of
size
these intermediaries hide behind
supermarkets supermarkets
just buying the fruit that is pretty
and the supermarkets defend themselves
saying that consumers follow
buying by eyes well analyzing
this chain we can see that there is zero
compromise between the agents that
we intervene the supply chain
there is an absolute deplanification of
production process
this production outsourcing
there are also other industries but
the peculiarity of the chain supplies
food is that it is totally
engaged
no compromise between producers and
intermediaries or intermediaries
supermarkets supermarkets
consumers to understand how
these industries work, it occurs to me
for example the phone manufacturer
mobile or computers them
externalize the production of batteries
but in that outsourcing they acquire
a commitment to the provider of
batteries set a price before
start do not go to a market where there
batteries begin to buy but fix
a price with the battery producer
set some amounts that have to
produce in the supply chain
food there is no amount
no farmer know what what
really going to sue we produce a
blind we produce without knowing the price
what dance
then there are two fundamental things that
difference this chain from the rest the
chains one occurs unlike
others not on demand and the price of
sale is not related to the cost
of production
a farmer can produce and then the
Fruit sales price may be lower
at the production cost
well after two years trying
recover the garden of our grandfather from
oranges
within this supply chain
traditional
we realized or rather banks
that we had supported a principle not
they remembered that we do not go to any
side and then it was here when
we started spinning already
imagine what that chain of
perfect supply and I’ll share
with you the stupidity that we are
happened and if the consumer and the
producer was in the same person
imagine each one of you who
has an orange tree in your house
you have an orange plant in our
cook and that every morning
it was 6 to collect the two or three
oranges needed to make a good
soccer and that in addition those oranges
they are only going to travel the short distance that
would go through our tree that
you have next to the fridge the
squeezer
and also if you are able to consume
all the production of that tree we
we would find before the chain of
perfect supply but wasted
well right away we had to accept the
fact that our customers
grow oranges or orange in your
kitchen was not the right one anymore
we probably would have stayed
without the garden also making that idea
but we did it and if the only thing that
we change this supply chain
perfect is the place where it is
planted is orange that is to say we keep
all the advantages but instead of that
have it in your kitchen floor
what we raised here in the garden was
here when the idea of the ‘cloud
fermin in what they consist
rauf harbin aircraft fermin is a
new supply chain that creates that
necessary commitment that lacks the
current food supply chain
our us as farmers and
our body is no longer our port
It is the garden of our customers
our are no longer the owners or
of the trees or of the fruit that
these produce our customers has not
signed nothing but they acquire a
commitment to us that the fruit
that produces that tree they are going to
consume and we went from
farmers to gardeners of their
trees and we send the fruit
as they are consuming well what
are the advantages of this commitment and
this new supply chain
first we produce on demand
we only plant trees for
direct order of the second consumer
we collect on request the owners of
the trees that is to say the consumers
they use their trees as pantries
natural and we are changing them
the fruit as they go consuming
third
We accept the seasonality of
oranges there are oranges when the tree
It has oranges and point
our bodies are not made for
consume the same fruit throughout the
year
fourth
we have realized that we have
managed to banish these stereotypes
beauty that we demand the fruit
today like those that
emotional bond that we have created from
Consumers with their tree accept
the orange regardless of it
big small or uglier or more
rebel I do not know how to explain it
just like a father does not need
that his son painted a Velázquez for
that you like the drawing in the same way
are they accept one more farm
small because they know they come from their
tree
I believe that after a year and a half of
this mini revolution that we have created
our port
we have realized that the only
way to really avoid waste
foods
today is creating that commitment
that consumers
you we create a bond and
that we produce on demand create that
emotional commitment to the fruit and so
I do not think that we can avoid the
waste food
if not return to taste a lot
fruit and vegetables that has now lost
thank you very much
[Applause]
”
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