Taking a bite out of
food system myths
By Christina Senn-Jakobsen,
CEO, Swiss Food & Nutrition Valley
On April Fools’ Day, we’re prepared for the hoaxes that weave their way into our favourite programmes and news platforms. But what about the myths that persist in our everyday lives – the misconceptions that shape how we, our families and friends think about the food we eat?
Here at the Valley, we bring together the brightest minds to tackle the world’s most pressing food challenges – and it all starts with working with facts, not fiction. So this quarter, I decided to team up with colleagues from across the Swiss food ecosystem to set the record straight.
1. “There’s not enough food to feed us all”
The world produces more than enough food to nourish all the 8.2 billion people on this planet. Yet hunger and malnutrition persist – not because of scarcity, but due to issues like distribution challenges and food loss and waste.
Experts estimate that a third of all food produced is never eaten. In low-income countries, this food often never reaches consumers due to a lack of secure storage facilities and refrigeration. In high income countries private households are typically responsible for the largest proportion of food waste.
The good news is that many innovators are already working on developing solutions in this space. From tackling pre- and post-harvest losses through edible natural coatings to food redistribution and side stream valorisation, actors all along the value chain can contribute to tackling this issue.
By redistributing surplus food ingredients from the food industry into the hospitality sector and to individual households, we enable cross-fertilization between different ecosystems. This way, the true value of our carefully produced food is better appreciated, and we mutually work towards a more circular food industry, helping reduce losses along the value chain.
2. “All processed food is unhealthy”
Today, processed food is often seen as a shorthand for junk food – but processing itself isn’t the problem. Processing is a tool that has helped safely and nutritiously feed the world for centuries. From fermentation to fortification, different processing techniques enhance nutrition, improve food safety, and reduce waste.
In most cases, it’s the formulation of a product, rather than the way it was processed that results in foods that aren’t recommended as part of a healthy diet. While some ultra-processed foods are high in sugar, salt, and unhealthy fats, others – like whole grain breads, fortified cereals, and some plant-based protein products – play a key role in making nutritious diets more accessible and sustainable.
Instead of demonising all processed foods, we should focus on improving their nutritional content and encouraging innovations that make healthy eating easier, more affordable, and more sustainable for everyone.
Not all processed foods are created equal! Formulation plays a crucial role in determining a product’s nutritional quality. A more balanced perspective, based on facts rather than broad categorizations, is essential to help consumers understand the potential benefits of thoughtfully designed products in fostering both personal and environmental health, rather than grouping all processed foods together as “high in sugar, high in fat, and high in salt.
3. “Food not grown in soil is less tasty and nutritious”
Many people assume that food must be grown in soil to be nutritious, but this isn’t the case. In fact, controlled environment agriculture solutions, like hydroponics and aeroponics, provide crops with precisely controlled nutrients, water, and oxygen – often leading to more consistent quality. Unlike traditional soil-based farming, these systems reduce the risk of exposure to soil-borne diseases and allow for optimal growing conditions year-round.
Soilless farming methods also make agriculture more efficient and sustainable by reducing water and fertiliser waste. Technologies like closed-loop irrigation systems ensure that plants receive exactly what they need without environmental runoff. While these methods aren’t suitable for all crops, innovations in greenhouse farming are making it possible to grow fresh, high-quality produce in ways that are both resource-efficient and highly nutritious.
Our AEROponics system brings the production area closer to the consumption area, so there is less transport. Therefore, the salads are fresher and crispier than those that take several days by truck or hours by plane. And because the salads are fresh, they taste good. They won’t wilt quickly, as evidenced by the various blind tastings we’ve done and the satisfaction of those who produce with GREENOVA, our agricultural solution.
4. “Cultured food is risky.”
Cultured foods might seem futuristic, but they’re based on the same biological principles that have always governed food production. Cultured meat, for example, is made from real animal cells – it just happens to be grown without the need for large-scale livestock farming.
Companies like Swiss start-up Mirai International are cultivating high-quality meat without the need for animal slaughter, using cell-based technology to create delicious, sustainable alternatives. Meanwhile, Valley partner sallea’s platform technology enables the manufacturing of edible scaffolds, which provide the basis for the cultivation of whole cuts – ensuring that cultivated products are just as safe, rich and satisfying as the real deal.
These innovations hold the potential to allow us to enjoy the traditional foods we love, while reducing the environmental impact of our food choices.
At sallea, we develop the technology to cultivate whole-cut meat at an industrial scale. While cultivated meat is sometimes called ‘lab-grown’, leading to scepticism, this overlooks the fact that many everyday foods, like yoghurt, also had their beginning in a controlled environment before being produced at scale.
5. “Individual citizens can’t influence our food system.”
It’s easy to assume that responsibility for transforming our food system lies with governments, companies, retailers or schools. But in reality, meaningful change requires all of us – including citizens.
While systemic factors shape our choices, individuals collectively hold significant power. The way we shop, eat, and advocate for better food options influences businesses, policy decisions, and innovation. Small, consistent changes at scale – like prioritising sustainable, nutritious options – can drive demand for better products and shift industry norms.
However, expecting people to make perfect choices in an imperfect system isn’t the solution. Instead, we must make sustainable choices convenient, affordable, and appealing and give citizens the information they need to understand how their lunch has an impact.
By aligning incentives and improving access to better food, we can ensure that the sustainable choice becomes the default choice – empowering individuals to be part of the food system transformation.
Transforming our food system requires both systemic change and individual action. By giving food service businesses the tools to evaluate, communicate, and monitor their impact, we make it easier for consumers to make informed, sustainable choices—turning everyday decisions into a force for change.
6. “All packaging is bad for the environment.”
While packaging often gets a bad reputation, it plays a critical role in food safety, shelf life, and reducing food waste – which itself is a major contributor to global emissions. The key challenge isn’t eliminating packaging entirely, but rather redesigning it to be more sustainable.
Innovators across Switzerland and beyond are tackling this challenge by developing smarter, more circular solutions. B’ZEOS is creating seaweed-based packaging that’s fully biodegradable, while Agrosustain is working on natural food coatings to reduce the need for excess packaging. Meanwhile, Nestlé and Tetra Pak are pioneering recyclable and bio-based alternatives.
Rather than focusing solely on eliminating packaging, the future lies in rethinking materials, improving recyclability, and designing smarter systems to keep packaging in the loop – ensuring it protects food while minimising its environmental impact.
Distinguishing fact from fiction
I believe breaking down myths and distinguishing fact from fiction plays a huge role in ensuring that more people can understand food innovation’s role in supporting local agriculture, improving food security, and promoting access to more nutritious, delicious and affordable choices.
By collaborating with stakeholders across the supply chain, the Valley strives to bridge gaps, foster the connections that drive innovation, and pioneer more future-proof food systems.