HonestFood
A large proportion of the products on the shelves are produced under “industrial” conditions, while a smaller proportion is produced on organic farms.
“In my view, none of these are sustainable in the long term in their current form, and modern agriculture needs to be rethought.”
– says Giacomo Pedranzini. Overproduction and environmental pollution are common features of large-scale farming, as well as the harsh conditions in which animals are kept. Organic farming has the opposite problems; the results are limited and uncertain, the products are too expensive and only available to a very narrow, wealthy group.
A large proportion of the products on the shelves are produced under “industrial” conditions, while a smaller proportion is produced on organic farms.
“In my view, none of these are sustainable in the long term in their current form, and modern agriculture needs to be rethought.”
– says Giacomo Pedranzini. Overproduction and environmental pollution are common features of large-scale farming, as well as the harsh conditions in which animals are kept. Organic farming has the opposite problems; the results are limited and uncertain, the products are too expensive and only available to a very narrow, wealthy group.
In an effort to resolve this conflict, the owner-manager Giacomo Pedranzini came up with the HonestFood(https://honestfood.org/).
The HonestFood approach pays particular attention to human health, the protection of nature and the environment, including animal welfare, and is fair to all actors in the production chain. This ethos permeates the entire KOMETA operation and is continuously being developed.
Giacomo Pedranzini would like to see producers, wholesalers and retailers thinking together and working together. As a first step, he organised a roundtable discussion in November 2021, where he presented the HonestFood concept to industry experts, and then spoke at an agricultural conference.
On the initiative of Giacomo Pedranzini, the non-profit HonestFood Association was founded in May 2024 with 13 full members and an honorary membership of the Hungarian University of Agricultural and Life Sciences.
The Association seeks to create an opinion-forming movement that raises awareness and engages producers, distributors and consumers to promote a significant improvement in the logic of food production and distribution and to bring back into the agri-food chain the economic and ethical values of equitable distribution.
