The View from the USA

I've been in the US for a week now, in an area of the country that I would consider earth-friendly, left-leaning and eco-aware, and yet I see very little of the grass roots mobilization towards more sustainable living that I would expect. And while it's true that out here there are already a larger than normal percentage of people who are already mobilized and living a more sustainable lifestyle than most, the rest of the populous seem to still be miles behind.  And while it's also true that there are quite a few Priuses on the road, and Target now gives you 5cents back for every reusable bag you bring in and use, they still sell hotdogs and icees in their snack bar with very few healthy options (organic, fairtrade) even for the kids.

Compared to the loud and abundant messaging you see in the UK, and the quietly insistent legislative approach you see in France, the US feels decidedly behind the curve.  And while I sort of knew this before I came, it's quite startling to see the lack of action here, especially considering the contrast with the UK and France where I was just a few short weeks ago.

There is consensus that in a year or two the US market will have caught up to Europe. And I have no doubt that this is true. The level of interest in carbon footprinting, lifecycle assessment, and sustainability measurement overall coming from the US, especially the giant food manufacturers, is picking up considerably and we're excited about the opportunities for real and measurable changes in US food manufacturing. However, it's a big country and there's a lot of ground to cover and a lot of people to convince before that level is reached.  And politically there are many other pressing issues at stake here that could easily delay and derail these activities.  Let's hope things stay on track.