In 2019, Sainsbury’s celebrated their 150 year anniversary by commissioning a report that imagines how the UK’s food systems could change over the next 150 years. Specifically, the report focuses on 3 points in the future: 2025, 2050 and 2169.
Here is the report so you can read for yourself:
http://www.department22.uk/uploads/2/2/2/7/22275778/future-of-food.pdf
We are now, in 2025, at the first of those future dates. Furthermore, the Establishment across the World are engaged in a war on farming. As such, I thought it would be a good idea to take a close look at this report and see what the powers-that-be have in mind for our food in the future.
Page 2: ‘Meat, as we know it today, could instead start to become a luxury product.’
Atticus: Yes, it has been clear for a number of years now that meat is being demonised for being somehow unsustainable. At the moment, govt policy is still at the ‘nudging’ stage but it won’t be long before policies are implemented that limit our ability to eat meat.
Page 2: ‘It’s likely that we’ll be consuming our key nutrients
through implants. While nutrition patches and drips could replace our day-to-day
intake.’
Atticus: I’m guessing that such ‘key nutrients’ will have been made in a factory.
Here’s the first food scenario, 2025:

Atticus: There are references to diet being used to manage illnesses which is good to see. However, such philosophy is entirely at odds with the direction of travel in society where medication is prescribed for every ailment. And it is at odds with the quote from page 2 about receiving our nutrients from implants.
Page 6: ‘According to scientists, diet is the single biggest way for people to reduce their environmental impact…’
Atticus: All scientists?
Page 6: ‘… with the rise of an ecologically aware new generation, driven by health concerns and environmental determination, vegetarians
(including vegans) look set to make up a quarter of British people in 2025, and flexitarians just under half of all UK consumers.’
Atticus: Massively misguided predictions which smacks of behavioural ‘nudging’.
Atticus: Page 6 is inconsistent in that it lauds how global ingredients have made UK diets more diverse yet it also tells us we should be buying sustainable local produce.
Page 7: Hydroponically grown plants, cultivated without soil, can be grown in spaces that would otherwise be unused –
underground tunnels, disused warehouses etc., offering new opportunities for urban food
growing. The technology is also twice as space efficient than conventional farming, requires fewer inputs of agrochemicals like pesticides and uses
significantly less water.
When powered by LED lights and renewable energy, the environmental and cost savings make it an attractive investment’
Atticus: What is the source of vitamins for plants grown in tunnels without soil or sunlight? I suspect that ‘agrochemicals’ will be used. Don’t worry, folks, these will be the ‘good’ agrochemicals! Note of the reference to ‘investment’! More on this later.
Page 7: ‘The consolidation of environmental footprinting
apps will also help make our food planet friendly in 2025 by providing much more clarity
to customers about the biggest impacts of our food… will provide accurate, tailored information to customers –
whether they be interested in carbon, calories or chemicals – cutting through the complexity and delivering personalised information. With all the
information in one place, making the right choices for the health of the planet will be far easier for both retailers and their consumers.
Atticus: No mention of taste or cost, it’s all about ‘making the right choices for the health of the Planet’. Isn’t it obvious that if you want to eat sustainably, you shouldn’t be eating advocadoes in the UK, nor should you be eating strawberries in January? Do you really need an app to tell you that?
Page 9: ‘Mushroom-based products, algae milk, seaweed caviar and insects are just some of the increasingly sophisticated options whetting investor appetite.’
Atticus: It’s odd that the report doesn’t refer to demand for these products from their customers. It’s all about the investors. Of course the investors are on board with the idea of making another gazillion pounds by cornering the market in a new product and then convincing us to use that product. I’m reminded of Billy Gates who invested heavily in fake meat and then heavily promoted how it is essential that we all switch to fake meat. However, only a few misguided saps were convinced by Billy and these fake meat products are now languishing in the Bargain Bin.
Bill Gates’ Fake Meat Company ‘Almost Worthless’ After Stock Plunges
Page 9: ‘…scientists are calling for a change in our diets and
the way we consume our protein.’
Atticus: All scientists?
Page 9: ‘Though there are more than 50,000 edible plants in the world, still nearly two-thirds of our food comes from just
four crops – wheat, maize, rice and soybean. According to the FAO, since the 1900s, some 75 per cent of plant genetic diversity has been lost as global markets favour genetically uniform, high-yielding varieties over indigenous varieties…’
Atticus: Supermarkets like Sainsbury’s are one of the main culprits pushing for uniformity and high yield!
Page 10: ‘…chefs such as Senegal-based Pierre Thiam and Danish star Rene Redzepi are
distinguishing themselves through novelty and
experimentation, finding culinary delights in unlikely places, seeking out ancient foods such as lichen or incorporating neglected grains such as fonio. This is helping open up new markets for forgotten crops
Atticus: Yes, that’s what chefs do in an attempt to make a name for themselves but I don’t understand how such niche, low yield food stuffs are going to be the foods of the future. Is Sainsbury’s hoping to increase the yields of these foods? Foods have normally been ‘forgotten’ for a reason.
Page 10: ‘Insect and algae protein sources represent a potential viable, sustainable and radically less
resource-intensive alternative to conventional livestock feed.’
Atticus: It won’t just be humans that will be expected to eat insects.
Page 10: ‘By 2025, it is likely we will feed ourselves, and potentially our livestock, a much broader range of planet-friendly proteins in the UK, in a way that helps mitigate deforestation, supports biodiversity and readdresses the balance of our diets.’
Atticus: how or why our diets need to be readdressed is not explained. The planet-friendly proteins are not flying off the shelves.
Page 11: ‘The idea of food-as-medicine has been around for some time. Medicine and diet, from the medieval period onwards, were seen as inseparable to ensure good health. This link was well known to our ancestors but was forgotten when medicine was professionalised outside the domestic setting.’
Atticus: This short paragraph was an unexpected truth amongst the marketing pitch. Are Sainsbury’s advocating to overthrow the Medical Industrial Complex?
Page 11: ‘…food businesses are beginning to support customers in making healthy choices, in addition to offering products such as bio-fortified foods with potential health benefits.’
So when report nentioned ‘food as nedicine’ on this same page, what they neant was ‘We will add medicine to your food’. I disagree with the practise of adding additives to food by way of making that food ‘healthier’. We passed through the stage of adding Folic acid to bread (2021) and are now at the point where known carcinogens – via Bovaer – are added to cattle feed in order to save the planet by making cows fart less (2024).
(Bovaer is a feed additive composed of silicon dioxide, propylene glycol, and the active ingredient 3-nitrooxypropanol). There has been talk of adding vaccines and other medical products to the food supply ‘for our own good’. These practises remove free choice and must stop.
Page 13: ‘By 2025… our palates, hungry for ‘ecological public health’, will become more and more adventurous in using food as a tool for environmental action.’
Atticus: Oh dear…someone let the office Graduate trainee write the copy.
Second future food scenario (2050):

‘…watch the meat being
printed out…Alongside cultured meat, she offers jellyfish, seaweed and algae…
At one end of the property is a farm, cultivating plants that will provide the growth serum in
which cells are developed… the giant meat-growing vats lead to small conveyor belt where the meat is “assembled” with 3D printing… The artisan factory has a number of its own robots and the only humans involved in the process walk between the belts performing quality control. Her customers really value the
complete transparency of the whole process. The whole process is visible to them, both digitally and physically…Julia receives an alert on her personal robot assistant that links her to real-time data about some marine stocks that are due to come in later that week. She will be able to prepare some customer offers, promoting
the ocean area the stock comes from and the fishermen who harvested it.’
Atticus: Sainsbury’s want you to believe that food production in 2050 will be performed in ‘artisan’ factories complete with ‘vats’ and ‘robots’ where customers can watch their meat being assembled and printed. This is delusional and deliberately misleading. These are industrial scale processes that will be owned by conglomerates yet Sainsbury’s would have you believe that fake meat production will be a cottage industry with an artisan factory in every village. You know, where the butcher’s used to be. Why will we know the name of the fisherman who catch our ‘marine stocks’ in 25 years time?
The report is making an increasingly dystopian food system seem appealing by adding contrived human elements to it.
Page 15: ‘But while ‘cultured meat’ has captured the imagination of some of the world’s food technology investors, in the eyes of the consumer, there are unanswered questions. How will plant-based ‘growth serum’ be free from allergens, and
how might this be labelled?’
Atticus: Another mention of investors! Those investors are doing all this for our benefit, don’t you know! Meanwhile, I don’t think labelling and allergens are the top priorities when it comes to eating chemical sludge that has been packed full of additives to approximate the taste and texture of meat.
Page 15: ‘The big shift in 2050 is predicted to come through
a concerted effort to change social norms and make such products appeal to consumers.’
Atticus: They’ve been trying behavioural nudging for a few years now and it hasn’t worked. I suspect that in the near future that ‘concerted effort’ will come in the form of sticks rather than carrots – i.e. meat taxes and carbon credits. Sainsbury’s won’t be giving the customers more of what they want. Instead, they’ll be giving customers what Sainsbury’s and the govt feel is good for the Planet.
Page 15:
‘This [the Big Shift, referenced above] will possibly involve a radical shift from perceiving
meat as innate to animals to perceiving cultured meat as a healthy and efficient protein tissue that is lab-grown, much in the same way we would brew beer.’
Atticus: Not a very good analogy. Humans didn’t create beer to taste like something else that already existed. The entire reason for the existence of fake meat is to look, feel and taste like an existing organic product. Plus, beer isn’t ‘lab-grown’.
Page 15: ‘That’s not to say we won’t have any meat from slaughtered animals, but it will no longer be the dominant form of meat.’
Atticus: Only the rich – Billy Gates, for example – and politicians will eat meat in the future (if the rich and the politicians get their way).
Page 16 ‘Hosting beautiful photography and graphic videos, interviews with visionary scientists, experts,
renowned chefs and critics, the design fiction platform aims to provoke discussion on the ethics, aesthetics and prospects of lab-grown meat, with a view to making a new food culture possible. It illustrates how by 2050, restaurants and retailers
will have perfected their in-vitro [scientist phrase meaning ‘outside a natural biological environment’] offerings with a playful creativity that tests the boundaries of our current ethics around meat.’
Atticus: Massive amounts of propaganda and marketing are incoming to convince us to eat something we don’t want to eat. There are lots of references to restaurants in Sainsbury’s ‘Future of Food’ report. However, I’ll make a prediction: if meat and fish become rare treats due to restrictions, most restaurants will close. People will not be as keen to spend time and money eating fake food.
Page 16: ‘By 2050, there is no doubt that this [fake meat] will be a genuine market competitor to farmed meat’
Atticus: Only if they thumb the scale by reducing accessibility to meat. Beyond Meat has shown that people would rather have the real thing than an inferior chemical imitator.
Page 21 ‘Using the latest mobile technology, consumers can already scan products on the shop floor to bring up information about the origin and journey of food and other products they are interested in
purchasing. This additional layer of intelligence is likely to become increasingly common in 30 year’s time.’
Atticus: Could be useful if you want to boycott food from a certain country.
Page 21: ‘We will be able to
discover everything there is to know about the apple we are looking at: the tree it grew on,
the CO2 it produced, the chemical treatments it received, and its journey to the supermarket shelf.’
Atticus: I’d be interested in the chemical treatments but I don’t believe that info would ever be made available.
Page 21: ‘Lee predicts that uniform, mass production and
marketing will have fallen out of favour and food will be highly tailored to each individual customer. With every customer having their own Food ID, diets could be extremely customised, with fruit such as mangoes offered to us at our preferred
stage of ripeness, and 3D printed savoury snacks on demand according to our exact spice tolerance.’
Atticus: Sainsbury’s is predicting that, in parallel with big growths in population, customers will be offered more choice than ever: more products and more info. Whilst, simultaneously, mass oroduction will be replaced by small, bespoke batches. Is this what technology will bring? We’ll see. Technology requires a lot of energy which seems inconsistent with the utopian tableau of man living in perfect harmony with nature that is envisaged by the Future of Food report.
Third future food scenario (2169):

Atticus: Resuscitating the desert reversed Climate Change? I’d like to see the science behind that theory!
Page 23: ‘In the last 50 years, communities around the world have worked tirelessly to re-introduce the plants and vegetables that were once indigenous to their regions.’
Atticus: I think the inference here is that Climate Change killed off indigenous plants.
Page 23: ‘Waste wasn’t just eliminated, it is a word no longer in use.’
No packaging? No bottles? No explanation for how this will work?
Page 24: ‘…human intelligence and coordinated global action could likely lead to a very different outcome: the
renaissance of a lush, biodiverse Planet Earth.’
Atticus: Rises in CO2 is already having that effect today.
Carbon Dioxide Fertilization Greening Earth, Study Finds
Page 24: ‘As the reality of climate change sets in, society may be compelled to implement previously unthinkable measures such as a fully circular
economy, a ‘half-earth’ rule…’
Atticus: It seems that loss of property rights will be accompanied by ever increasing authoritarianism over the next 150 years.
Page 28: ‘Slow Food…where the food on offer reflects the
undeniable connection between plate to planet – to connecting virtual communities around the
world.’
Atticus: I am surprised that Sainsbury’s had the gall to compare their anti-human, anti-food vision of future food scenarios with the Slow Food movement. The Slow Food movement advocates for local foods, traditional gastronomy, and sustainable farming practices from small, local farms, aiming to preserve regional culinary traditions, and small-scale producers.
As such, Slow Food is the antithesis of Sainsbury’s anti-meat, anti-tradition, mega-farm vision.
The report makes repeated references to sustainability. However, what is sustainable about entirely artificial food systems – hydroponics, fake meat and farmed fish – that are entirely disconnected from age-old farming and fishing practices and entirely dependent on technology and energy for their existence? If your food system cannot survive an energy crisis or a cyber-attack, in what way is it sustainable? Also, energy costs are spiralling up across the West. Do we want a food system that is dependent on energy?
That’s all the main points.
In conclusion, I will make the observation that an ingenue would infer from the repeated references to health and food quality in this report that Sainsbury’s is a health food shop. There is no mention of either the aisles of sugar-laden cakes and sweets sold by Sainsbury’s, nor the aisles of processed foods that are choc-full of E numbers. What does Sainsbury’s predict about the future of these foods? Only meat, fish and vegetables are discussed in the report.

