We are all residents on Earth. Every day we are bombarded with evidence of the impact we are having on our planet.
Biodiversity is diminishing. Sea levels are rising. The number of extreme weather events is increasing. Covid-19 may seem like a walk in the park compared to the multitude of viruses we are projected to face in the future.
And yet, in the face of an existential threat to humanity, we are dealt mere spin and misinformation. At every turn we are manipulated; on social networks and search engines; by newspapers and broadcasters. Wherever we look someone is peddling their own agenda, leaving the public baffled, confused and deflated. We humans know we are in great peril. Most of us want to do something about it. And yet we don’t know what’s true, nor how best we can play our part.
We must make sense of the situation we find ourselves in and find the tools to take back control of our future. Governments can’t fix this, but consumers can. And the only way to secure our future is to forge an unbreakable bond between people that produce things and people that use things.
Facing this challenge is Finnebrogue’s mission for the 2020s. We will bring about a set of circumstances that catalyse the change we need and provide consumers with the information they crave. In turn, we will build brands that have honesty, integrity and transparency at the core of everything they do.
Our business is food – and converting protein into food in the most efficient way possible. Mankind will undoubtedly shift towards to an increasingly plant-based diet. The meat we do eat will be of the very highest quality. Plant-based products will be more nutritious, more delicious and more affordable than they are today.
Our task will be to make both the best they can possibly be, without being bound by the practises of the past.
This will not be a choice between commercial success and environmental sustainability. On the contrary, restless private sector innovation will produce extraordinary results for our food industry and for our planet – and such innovation is much more likely to produce a profitable, effective and fast solution to the challenge of climate change than any government or international body.
We will unashamedly campaign for what we believe to be right for our people and our planet. We will call upon a melting pot of global talent and expertise to produce world-leading sustainable products and we will always question every single thing we do to ensure we are pushing the boundaries of what is possible.
We are not just sausage makers, deer farmers, bacon producers or plant-based alternative manufacturers. We are humble foodies on a mission to make great tasting products for consumers who share our restless pursuit for perfection.
This is not a question of saving our planet. Earth will rejuvenate long after we’re gone. This is a question of saving ourselves from ourselves. And this paper, Finnebrogue 2030, sets out how the Finnebrogue family will be part of the change we need to see.
