Current methods of food production and consumption are imposing a severe burden on the environment and the constituent natural resources. New production and processing methods driven by biotechnology (genetically modified organisms (GMOs), hormones and other growth promoters) affect food safety. Are alternative more sustainable patterns of food production and consumption feasible? The paper examines some consumer initiatives in Asia and in the UK to examine how the consumer as a 'market force' can proactively influence the food industry, thereby making sustainable practices the norm rather than the exception. It also looks at the significance of empowering women, as consumers, with awareness and education on food safety, nutrition and its dependence on sustainable practices to exert a 'pull' on the market. Finally the paper discusses a multi-pronged approach involving, besides consumer pressure, policy changes, regulatory efforts and economic instruments to steer food production and consumption in a more sustainable direction.
