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</o:shapelayout></xml><![endif]--></head><body lang=EN-US link=blue vlink=purple><div class=WordSection1><p class=MsoNormal><span style='font-size:11.0pt;color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;color:#1F497D'><o:p> </o:p></span></p><div><p class=MsoNormal><span style='font-size:10.0pt;font-family:"Arial","sans-serif";color:#1F497D'>Jennifer Alig<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:10.0pt;font-family:"Arial","sans-serif";color:#943634'>**My email has changed to Jennifer.Alig@deq.ok.gov.**</span><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#943634'><o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> </span><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p></o:p></span></p></div><p class=MsoNormal><span style='font-size:11.0pt;color:#1F497D'><o:p> </o:p></span></p><div><div style='border:none;border-top:solid #B5C4DF 1.0pt;padding:3.0pt 0in 0in 0in'><p class=MsoNormal><b><span style='font-size:10.0pt;font-family:"Tahoma","sans-serif"'>From:</span></b><span style='font-size:10.0pt;font-family:"Tahoma","sans-serif"'> Wilkins, Dianne <br><b>Sent:</b> Tuesday, June 28, 2011 9:04 AM<br><b>Subject:</b> Winston Blog: Local Food or Less Meat? Data Tells the Real Story<o:p></o:p></span></p></div></div><p class=MsoNormal><o:p> </o:p></p><div style='margin-left:24.0pt;margin-right:24.0pt' id=emailbody><table class=MsoNormalTable border=0 cellpadding=0 width="100%" style='width:100.0%'><tr><td width="99%" valign=top style='width:99.0%;padding:0in 0in 0in 0in'><h1 style='margin:0in;margin-bottom:.0001pt'><a href="http://www.andrewwinston.com/blog/" title="(http://www.andrewwinston.com/blog/)"><span style='font-size:16.5pt;font-family:"Arial","sans-serif";color:#888888;font-weight:normal;text-decoration:none'>Winston Blog: Local Food or Less Meat? Data Tells the Real Story</span></a> <br><a href="http://fusion.google.com/add?source=atgs&feedurl=http://feeds.feedburner.com/eco-advantage"><span style='text-decoration:none'><img border=0 id="_x0000_i1025" src="http://gmodules.com/ig/images/plus_google.gif"></span></a><o:p></o:p></h1></td><td width="1%" style='width:1.0%;padding:0in 0in 0in 0in'></td></tr></table><div class=MsoNormal align=center style='text-align:center;line-height:140%'><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'><hr size=2 width="100%" align=center></span></div><table class=MsoNormalTable border=0 cellpadding=0 id=itemcontentlist><tr><td style='padding:.75pt .75pt .75pt .75pt'><p style='mso-margin-top-alt:12.0pt;margin-right:0in;margin-bottom:2.25pt;margin-left:0in;line-height:16.8pt'><a name=1></a><a href="http://feedproxy.google.com/~r/eco-advantage/~3/nloP3IwxX_M/local_food_or_less_meat_data_t.php?utm_source=feedburner&utm_medium=email"><b><span style='font-size:13.5pt;font-family:"Arial","sans-serif";color:#00CC00;text-decoration:none'>Local Food or Less Meat? Data Tells the Real Story</span></b></a> <o:p></o:p></p><p style='mso-margin-top-alt:6.75pt;margin-right:0in;margin-bottom:2.25pt;margin-left:0in;line-height:140%'><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:#555555'>Posted: 27 Jun 2011 07:46 AM PDT<o:p></o:p></span></p><div><p style='line-height:140%'><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'>In recent years, one part of the food business has rivaled organics as the hot growth area: "local" food (defined vaguely as coming from the same state or from less than 100 miles away, for example). It's a market segment that has <a href="http://www.quora.com/What-is-the-U-S-market-size-for-locally-grown-food" target="_hplink"><b><span style='color:#00CC00;text-decoration:none'>just about doubled in sales</span></b></a> and number of outlets over the last decade. The world's biggest food buyer, <a href="http://www.nytimes.com/2010/10/15/business/15walmart.html?adxnnl=1&adxnnlx=1309181374-eY0VhdolzkY6tArs6h4COw" target="_hplink"><b><span style='color:#00CC00;text-decoration:none'>Wal-Mart, jumped on the bandwagon</span></b></a> last fall and announced that it would double the amount of local food it sells (to 9 percent of all its food sales).<o:p></o:p></span></p><blockquote style='border:none;border-left:solid #DADADA 4.5pt;padding:0in 0in 0in 5.0pt;margin-left:12.0pt;margin-top:5.0pt;margin-bottom:5.0pt'><p class=MsoNormal style='line-height:140%'><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'><a href="http://www.andrewwinston.com/blog/farmers%20market%2C%20%28201125%29%20iStock_000010596363XSmall.jpg"><b><span style='color:#00CC00;text-decoration:none'><img border=0 width=131 height=66 id="_x0000_i1027" src="http://www.andrewwinston.com/blog/farmers%20market%2C%20%28201125%29%20iStock_000010596363XSmall-thumb.jpg" alt="farmers%20market%2C%20%28201125%29%20iStock_000010596363XSmall.jpg"></span></b></a><o:p></o:p></span></p></blockquote><p class=MsoNormal style='line-height:140%'><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'>The idea of buying locally is not new, and farmers' markets have been big for years. It's become almost gospel that the food on our plates has <a href="http://www.emagazine.com/magazine/by-the-numbers-food-miles/" target="_hplink"><b><span style='color:#00CC00;text-decoration:none'>traveled about 1500 miles</span></b></a> to get to us. <o:p></o:p></span></p><p style='line-height:140%'><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'>So it would seem logical that the best way to shrink your food-related carbon footprint associated would be to buy from near by. But it turns out that this assumption is wrong.<o:p></o:p></span></p><p style='line-height:140%'><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'>Thankfully, a couple scientists took a harder look at the data and <a href="http://pubs.acs.org/doi/full/10.1021/es702969f" target="_hplink"><b><span style='color:#00CC00;text-decoration:none'>published an analysis</span></b></a> in the Journal of Environmental Science and Technology. The abstract for this article is a prime example of clear writing and good lifecycle analysis — which don't usually go together — so check it out. But here's the essence:<o:p></o:p></span></p><p class=MsoNormal style='mso-margin-top-alt:auto;margin-bottom:12.0pt;margin-left:48.0pt;text-indent:-.25in;line-height:140%;mso-list:l0 level1 lfo1'><![if !supportLists]><span style='font-size:10.0pt;line-height:140%;font-family:Wingdings;color:black'><span style='mso-list:Ignore'>§<span style='font:7.0pt "Times New Roman"'> </span></span></span><![endif]><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'>Food is transported a long way, going about 1,000 miles in delivery and over 4,000 miles across the supply chain. <o:p></o:p></span></p><p class=MsoNormal style='mso-margin-top-alt:auto;margin-bottom:12.0pt;margin-left:48.0pt;text-indent:-.25in;line-height:140%;mso-list:l0 level1 lfo1'><![if !supportLists]><span style='font-size:10.0pt;line-height:140%;font-family:Wingdings;color:black'><span style='mso-list:Ignore'>§<span style='font:7.0pt "Times New Roman"'> </span></span></span><![endif]><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'>But 83% of the average U.S. household's carbon footprint for food comes from growing and producing it. Transportation is only 11%. <o:p></o:p></span></p><p class=MsoNormal style='mso-margin-top-alt:auto;margin-bottom:12.0pt;margin-left:48.0pt;text-indent:-.25in;line-height:140%;mso-list:l0 level1 lfo1'><![if !supportLists]><span style='font-size:10.0pt;line-height:140%;font-family:Wingdings;color:black'><span style='mso-list:Ignore'>§<span style='font:7.0pt "Times New Roman"'> </span></span></span><![endif]><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'>Different foods have vastly different greenhouse gas (GHG) intensity, with meat requiring far more energy to produce, and red meat being particularly egregious, requiring 150% more energy than even chicken.<o:p></o:p></span></p><p style='line-height:140%'><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'>So the journal article adds this up to an obvious conclusion: if you want to reduce your food's carbon footprint, eat less meat. In short, "Shifting less than one day per week's worth of calories from red meat and dairy products to chicken, fish, eggs, or a vegetable-based diet achieves more GHG reduction than buying all locally sourced food."<o:p></o:p></span></p><p style='line-height:140%'><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'>As a numbers geek, I love this kind of analysis. Now for the caveats: none of this data should dissuade anyone from eating locally also. The footprint benefits are real, even if dwarfed by food choice. And the benefits to local economies and smaller farms are very important.<o:p></o:p></span></p><p style='line-height:140%'><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'>But let me repeat: just moving away from meat for one day a week is more effective than buying everything you eat locally. This number will be surprising to most people, but it's partly why the global call for "<a href="http://www.meatfreemondays.com/index.cfm" target="_hplink"><b><span style='color:#00CC00;text-decoration:none'>Meatless Mondays</span></b></a>" is gaining steam, with <a href="http://matadornetwork.com/change/meatless-monday-sir-paul-mccartney-and-mario-batali-agree/" target="_hplink"><b><span style='color:#00CC00;text-decoration:none'>school systems and universities adopting the approach</span></b></a> in cities around the world, from Baltimore to Tel Aviv.<o:p></o:p></span></p><p style='line-height:140%'><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'>As companies keep discovering, it really helps to run the numbers. As I've written about before, <a href="http://blogs.hbr.org/winston/2010/05/greening-pepsi-from-fertilizer.html" target="_hplink"><b><span style='color:#00CC00;text-decoration:none'>Pepsi discovered</span></b></a> that the largest chunk of the footprint of its Tropicana orange juice was not in production (squeezing oranges) or in distribution (shipping heavy liquids is fuel-intensive), but in growing the oranges with natural-gas-based fertilizer.<o:p></o:p></span></p><p style='line-height:140%'><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'>Smart, knowledgeable execs are consistently surprised when good lifecycle data trumps seemingly solid assumptions. So we shouldn't expect consumers to figure out the right choices themselves. Buying local food seems like the obvious choice — until you run the numbers.<o:p></o:p></span></p><p style='line-height:140%'><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'>We have a lot of work to do, both in companies and in our homes, to tackle climate change. Good data and analysis will let us focus on the quickest paybacks and get the most out of our efforts.<o:p></o:p></span></p><p style='line-height:140%'><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'>(This post first appeared at <a href="http://blogs.hbr.org/winston/" target="_hplink"><b><span style='color:#00CC00;text-decoration:none'>Harvard Business Online</span></b></a>.)<o:p></o:p></span></p><p style='line-height:140%'><em><b><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'>(Sign up for Andrew Winston's blog, via <a href="http://feeds.feedburner.com/Eco-advantage"><span style='color:#00CC00;text-decoration:none'>RSS feed</span></a>, or <a href="http://feedburner.google.com/fb/a/mailverify?uri=eco-advantage"><span style='color:#00CC00;text-decoration:none'>by email</span></a>. Follow Andrew on Twitter <a href="http://twitter.com/GreenAdvantage"><span style='color:#00CC00;text-decoration:none'>@GreenAdvantage</span></a>)</span></b></em><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'> <o:p></o:p></span></p><div><p class=MsoNormal style='line-height:140%'><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'><a href="http://feeds.feedburner.com/~ff/eco-advantage?a=nloP3IwxX_M:JgJItGMIHAE:yIl2AUoC8zA"><b><span style='color:#00CC00;text-decoration:none'><img border=0 id="_x0000_i1028" src="http://feeds.feedburner.com/~ff/eco-advantage?d=yIl2AUoC8zA"></span></b></a><o:p></o:p></span></p></div><p class=MsoNormal style='line-height:140%'><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black'><img border=0 width=1 height=1 id="_x0000_i1029" src="http://feeds.feedburner.com/~r/eco-advantage/~4/nloP3IwxX_M?utm_source=feedburner&utm_medium=email"><o:p></o:p></span></p></div></td></tr></table><p class=MsoNormal style='line-height:140%'><span style='font-size:10.0pt;line-height:140%;font-family:"Georgia","serif";color:black;display:none'><o:p> </o:p></span></p><table class=MsoNormalTable border=1 cellpadding=0 width="100%" style='width:100.0%;border:none;border-top:solid #999999 1.0pt' id=footer><tr><td style='border:none;padding:3.0pt .75pt .75pt .75pt'><p class=MsoNormal style='mso-margin-top-alt:0in;margin-right:4.5pt;margin-bottom:.2in;margin-left:0in'><span style='font-size:8.5pt;font-family:"Helvetica","sans-serif";color:#333333'>You are subscribed to email updates from <a href="http://www.andrewwinston.com/blog/">Andrew Winston</a> <br>To stop receiving these emails, you may <a href="http://feedburner.google.com/fb/a/mailunsubscribe?k=0aCO-rW6QPLQObQf97ZL4w3QS0E">unsubscribe now</a>.<o:p></o:p></span></p></td><td valign=top style='border:none;padding:3.0pt .75pt .75pt .75pt'><p class=MsoNormal align=right style='mso-margin-top-alt:0in;margin-right:4.5pt;margin-bottom:.2in;margin-left:0in;text-align:right'><span style='font-size:8.5pt;font-family:"Helvetica","sans-serif";color:#333333'>Email delivery powered by Google<o:p></o:p></span></p></td></tr><tr><td colspan=2 style='border:none;padding:3.0pt .75pt .75pt .75pt'><p class=MsoNormal style='mso-margin-top-alt:0in;margin-right:4.5pt;margin-bottom:.2in;margin-left:0in'><span style='font-size:8.5pt;font-family:"Helvetica","sans-serif";color:#333333'>Google Inc., 20 West Kinzie, Chicago IL USA 60610<o:p></o:p></span></p></td></tr></table><p class=MsoNormal><o:p> </o:p></p></div></div></body></html>