Labelled and certified salmon displayed in Coles, Cairns, April 2014 © Nicky Robinson / WWF-Aus

Labelled and certified salmon displayed in Coles, Cairns, April 2014 © Nicky Robinson / WWF-Aus

Food choices

The world, and our eating habits, is changing fast. Not only are today's consumers more urbanised, we also have stronger purchasing power, particularly in the developing world, and have a hankering for different foods.

There are also more of us. According to UN estimates, we’ll need to grow more food in the next 40 years than we've grown in the past 8,000 years combined in order to feed our growing global population . And this means making greater demands on planet Earth.

Trouble is, we can't go on clearing and degrading forests, overfishing and overexploiting our natural resources. In the face of growing water scarcity and climate change, we need to be transitioning to more sustainable food production. Our lives depend on it.

In these times of change, consumer demand can be powerful. By buying products that have been certified as sustainable, supporting companies that are sourcing certified sustainable products and encouraging others to follow suit, you can be a part of the change we need to see. WWF is here to provide the framework and the inspiration.

What we're doing

Why it matters 

The Earth has fed and sustained humanity for thousands of years. But as our global population increases, we're going to make demands on it like never before.

Converting more of the Earth's surface to crop production and drawing more from our oceans is unsustainable. It will demand increased chemical and fertiliser use and lead to overfishing, with enduring and irreversible impacts. However, WWF believes that it’s possible to feed future generations if we learn to live within Earth's limits.

Wheat field at Peter Holding\

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