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A communications-focused
discussion document prepared by:
Victoria Cross
Dr Denis Koltsov
Chris Woodcock
London Frankfurt Cologne Munich Brussels Dublin Mumbai Hong Kong Johannesburg New York San Francisco
Processing food is not new; salting, drying, smoking, and pickling, have been used for
Foreword by hundreds of years to preserve foods for consumption weeks or months later. Processed
Dr Mark Morrison food is not only the preserve of developed countries; it also affords a greater degree of
Chief Executive food safety and security in developing countries. Modern-day food processing technologies,
including nanotechnologies, extend this further – providing consumers with greater variety
Officer, Institute of
throughout the year, new sensations, and added nutritional value.
Nanotechnology
Should we be worried? This largely comes down to choice. Many ‘traditional’ processed
foods on the market have high levels of fat, salt, sugar, and artificial chemicals (such as
preservatives and flavour enhancers), which have been shown to have deleterious effects
on health. As consumers we choose to eat these or not, driven by flavour, smell, and
texture. Nanotechnologies afford the same choice, but in response to consumer demands,
with potentially fewer drawbacks.
However, food is personal, and given the access we all have to information and
mis-information, it is important to have an open debate on the use of nanotechnologies in
food, with participation of industry, scientists, regulators, and consumer groups to better
understand needs and fears. Only through this can we produce processed food that is
accepted by society and ultimately profitable to support the 11 million plus people who
work in the agrifood industries in Europe. We welcome this discussion document which
goes some way towards starting that debate.
Feeding the world’s rapidly growing population communication opportunities these channels
Executive is putting an increased amount of pressure provide, as well as for their access to large,
summary on our finite natural resources. The case for contemporary groups of users.
sustainable food production, and the reduction With less than half (44%)[1] of UK consumers
of food waste, has therefore never been claiming to understand what nanotechnology
stronger. Nanotechnology, in its various is, and 38% [1] claiming they would be
forms, can go some way towards offering unlikely to purchase foods containing
solutions to these challenges, although just man-made nanoparticles, there is clearly
how integral a role it may come to play is a great deal of work to be done.
yet to be determined.
During these early days, as we await the
However, while the science is moving fast, necessary investment in research and
the general public, lay spokespeople and measurement technology development, we
regulators are at risk of not keeping up, and must deliver transparency in communication
there is a real danger of a misinformation to ensure that all stakeholders understand
or malformed messaging creating unhelpful the possibilities, opportunities and risks of
media-fuelled scare stories. nanotechnology.
The key to avoiding this is exemplary, For now, it is essential that the industry
proactive, two-way dialogue, by the and its regulators ‘own’ the data they do
nanotechnology community with all of its have and establish reliable, trusted sources
stakeholders, from government to the of information for all those wanting to
general public. This needs to happen now, know more.
before others take control of the debate.
Social media must be embraced, for the
personal, immediate and two-way
This document is intended as a basis for discussion only. While every effort has been made to ensure the accuracy
and completeness of the material in the paper, the authors, Dr Denis Koltsov, Victoria Cross and Chris Woodcock,
give no warranty in that regard and accept no liability for any loss or damage incurred through the use of,
2 or reliance on, this paper or the information contained herein. October 2010.
Nanotechnology is regarded by some as This is one of the reasons that
What is an obscure term from science fiction novels nanotechnology[2] finds its applications in
nanotechnology? and to others as a very tangible, albeit most aspects of our life today. Nano- and
invisible, enabling technology that aims to micro-electronics drive our electronic
revolutionise most industry sectors. devices. Medical science uses nanotechnology
for monitoring and treating patients.
In simple terms, nanotechnology is Construction, automotive and aviation
engineering on a very small scale. ‘Nano’ industries use a wide variety of coatings,
comes from the ancient Greek ‘nanos’ composites and powders for delivering
meaning dwarf or small. One nanometre cheaper and longer-lasting designs. The
(nm) is one billionth of a metre–equivalent textile industry designs smart clothing with
to 30,000 times thinner than a human hair. woven functionality to protect the users and
Generally nanotechnology deals with enhance durability. The food and beverage
structures measuring between one and industries are not exempt. A large number
100 nanometres in at least one dimension. of proposals and practical implementations
It’s purely a definition of size not origin, aimed at improving food shelf life,
function or application. functionality, taste and texture have been
reported in recent months.
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Why communicate Our survival instinct has given us a natural
Communicating nanotechnology? fear of the unknown. While many of the
nanotechnology We face an unprecedented chapter in the
facts about nanotechnology are still being
worked out – not least how to regulate
dilemma of how to feed the planet sustainably.
something that is currently not even
Since the GM debate first started raging
detectable – it’s critical that the food and
in the late 1990s, the world’s population,
drink industry demonstrates ownership of
according to UN statistics, has grown by an
the data we do have and establishes
astonishing one billion people. Meanwhile, reliable, trusted (and more demonstrably
our finite natural resources are being trustable) sources of information for all
depleted at an alarming rate and climate those wanting to either scratch the surface
change is affecting the water balance of our or find out more. With this in mind,
food producing areas. Safenano and the Institute of Occupational
As this document discusses, given a chance, Medicine has produced a comprehensive
nanotechnology could potentially go a long report (EMERGNANO) [5] on what is being
way in helping to solve these challenges – done to determine the safety of nanoparticles
from increasing agricultural productivity or nanomaterials. Currently over £160million
and reducing food waste, to improving the is being spent on some 394 studies of various
absorption of nutrients in the body. sizes around the world.
Nanotechnology’s potential to solve problems
Ultimately, the success of nanotechnology in
is met, however, with very serious questions
the food and drink sector will not be solely
about its long-term effects on health and
determined by ground-breaking science or
the environment.
product innovation; it will be about establishing
Some opponents of nanotechnology claim genuine consumer trust, reputation and
that, while there is not enough scientific managing expectations. It will be also be
“ ... it’s critical that the evidence to support either side of the about communicating in the right way and
food and drink industry argument, we should ban all nanotechnology through the correct channels, and with the
from food and packaging. right tools so people can make their own,
demonstrates ownership
of the data we do have With such major challenges to be tackled, informed choices.
and establishes reliable, now is the time for a grown-up debate to
But with concerns regarding the protection
trusted sources of fuel our understanding of how best to utilise
of intellectual property, and so many
information.” nanotechnology and help overcome the
unknown quantities about the science itself,
inherent and complex contradictions, both
not to mention the fear of unleashing a
real and apparent, of providing sustainable
GM-style backlash, it’s little wonder that the
food. Recent studies and reports indicate
House of Lords Select Committee on Science
that the majority of the general public do not
and Technology[6] concluded that the
know what nanotechnology is. And the same
government needs to “work with the food
situation exists in some sectors of industry.
industry to secure more openness and
Online, the sources of information
transparency about the research and
relating to nanotechnology are abundant
development and future plans for the
and contradictory, leaving today’s
application of nanotechnologies in the
information-hungry consumer at a loss for
food sector”.
which sources to trust. Public services such
as the Food Standards Agency (FSA) [3] How should nanotechnology in
and the European Food Safety Authority food be communicated?
(EFSA) [4] aim to present an unbiased The good news is, that since the GM debate
depiction of the facts but, to the uninformed, exploded in the late 1990s, traditional
picking out reliable resources from a methods of communication have been
seemingly endless list can be tantamount turned on their head, with well-established
to finding a needle in a haystack. social media networks now in place for
For decision makers, the natural course effective peer-to-peer communication.
of action is to consult expert advice since According to the Audit Bureau of Circulations
this is the only way to find out how (ABC) 13 million national newspapers were
nanotechnology affects their particular being sold daily in the UK in 2000, compared
sector or industry. However, the experts with just 9.9 million in 2010, and the trend
are still seeking answers themselves. looks set to continue.
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Meanwhile, Facebook, which was only The details of this comprehensive
founded in 2004, now has more than 500 communications programme clearly still
“ ...we encourage the use million active users worldwide, half of whom need to be ironed out and questions of
of these well-established are daily visitors to the site. More than ownership, resource and budgets addressed,
social media channels to 100 million people are now using Twitter – but what is clear is that proactive, two-way
ensure a representative with the site expected to process almost dialogue needs to start now, before others
two-way informed 10 billion tweets in a single year. Similarly, take control of the debate.
debate” LinkedIn has over 70 million members
Unfortunately, some industrial players have
in more than 200 countries, with a new
pulled out of openly communicating and
member joining approximately every second,
promoting nanotechnology. Preferring to
and the English language version of
play down the fact that they run a
Wikipedia has 3.3 million articles.
well-structured research programme in a
These new channels are fast becoming
particular aspect of food nanotechnology in
the one-stop-shop for research being
an effort to avoid appearing too progressive
undertaken on the internet; so while the
to a risk-averse public.
authors of this document welcome the
government’s intention to make information We have a responsibility to explore the
available about nanotechnologies on a science available to us and, providing we
“portal website” [7], we encourage the use of find the answers, build trust to help its
these well-established social media channels wide-scale adoption rather than hiding it
to ensure a representative two-way informed in a closet.
debate. We recommend building on the
proposed Select Committee utilisation of the Why nanotechnology NOW?
Nanotechnologies Stakeholder Forum and the Nanotechnology is a relatively young sector.
“ ...if the industry and Nanotechnology Issues Dialogue Group (UK) The term was officially coined in the late
regulators don’t fill the meetings to discuss the issues surrounding eighties and it means different things to
‘nanotechnology in food’ nanotechnologies in the food sector. different people.
discussion space then
somebody else soon will.” What can be communicated? According to a recent Omnibus survey
food and drink experts to be worth tens of billions of smarter monitoring of plant growth and the
pounds by 2015. However, it is still only second is based on the development of
a small percentage of the entire highly efficient and well-targeted fertiliser,
nanotechnology sector and generates only pesticide and growth regulators.
about 100 international patents per year.
One of the existing concepts is known as
By far the biggest market share is held by
precision farming. It relies on constant
applications in food packaging.
monitoring and control of environmental
In the following, we discuss some of the parameters for the optimised growth of
main nanotechnology-enabled agriculture, plants. This concept has nothing to do with
food, beverage and food contact nanotechnology, yet nanotechnology has a
material applications. lot to contribute to the monitoring of soil
chemicals, humidity, temperature and
Agriculture pollution. The proposed monitoring is based
The combination of the growing population on distributed sensor networks and provides
and environmental resources becoming quantitative local information through GPS
increasingly scarce has led a number of systems. Active monitoring of crops may
governments and private corporations to well become one of the highlights of
look into more environmentally-sustainable nano-agricultural applications since it
and resource-efficient agricultural methods. optimises the crop growth without impacting
More than 60 per cent of the world’s the produce in a negative way. Commercially,
growing population relies on agriculture for these systems are still very costly and would
its livelihood, helping to propel this topic to be applicable to high-added-value crop
the top of the global agenda. Micro- and growth sectors.
nanotechnology could impact the sector
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With the growth in the agricultural use of ingredients that are otherwise difficult to
soil around the world, more and more incorporate in a mixture. A good example of
pesticides and fertilisers find their way into this is the AquaNova oil and water mixture.
ground water and river systems. Some
Nanoemulsions can already be found in
pesticides have even been prohibited.
some types of chocolate, mayonnaise and
In general, the use of pesticides or
ice cream. Smaller droplets of immiscible
fertiliser agents should be optimised and
liquids lead to a longer shelf life with, in
well-targeted. Nanotechnology may provide
many cases, accompanying taste and
some solutions to this problem through the
texture benefits.
use of micro and nanoencapsulation or
nanoemulsions for the delivery of fertilisers
Food supplements
or pesticides to control the growth of plants.
The nanosupplements market has boomed
It should be noted that most emulsions,
in the United States in the past few years.
such as emulsion-based fertilisers
The majority of applications use
(Primo MAXX®) and micro-encapsulated
biodegradable nanoparticles to deliver a
insecticides (Karate® with Zeon Technology),
specific drug, vitamin or ingredient to the
are not really nano. The encapsulation is at
digestive system. Due to the fact that most
a micron scale and only aids delivery of the
nanoparticles have a high surface area
product in a non-micro form. It is worth noting
that the technical distinction between ‘nano’, compared with their volume, the metabolic
of nanofoods are found in particle packaging plastic and thus remains only in
encapsulation, emulsions and, in some cases, partial contact with the produce.
the direct use of nanoparticles. Some packaging and food processing
Nanoencapsulation offers the potential to manufacturers follow a different path to
produce functional foods with small combat bacterial accumulation by coating
(nanometre length) capsules containing surfaces with hyper-smooth coatings.
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This type of coating simply prevents direct readings of the packaging. This would
adhesion of bacteria and food to processing reduce food waste and improve the customer
or packaging surfaces, thus reducing the experience, while presenting little toxicological
risk of bacterial growth. Such thin films and technological uncertainty.
are costly, but would, in the long run,
Beverage packaging is often engineered with
reduce the use of detergents and water for
several layers controlling moisture, gas and
food processors.
light barriers. In this case the insertion of
Active packaging refers specifically to the nano-clay serves a dual purpose – as a gas
use of miniaturised detection of bacteria or and light barrier. Nano-clay applications in
gas inserted into the packaging. Food quality packaging are commonplace and have
and its freshness can be monitored from the already reduced the cost of manufacturing.
Stakeholder map
Consumers
Fear of the unknown
needs to be replaced by
informed choices, based
on clearly communicated
benefits and risks
Manufacturing
Non-governmental industry
organisations Current uncertainty,
Currently sceptical or needs reassurance
hostile and highly from well qualified
protective of the consumer information sources
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Omnibus research conducted by BMRB A social study in Switzerland [18]
on behalf of College Hill in summer 2010 [1]
demonstrated that public perception of
corroborates the fear that public awareness nano-enabled foods differed from that of
of the subject is low – with just 44% of nano-food packaging. Whilst the acceptance
those surveyed showing some understanding of nano-foods was low, the acceptance of
of the term ‘nanotechnology’ when given nano-food packaging was much higher.
a list of options to choose from. If the The study concluded that the degree of
consumer view on nanotechnology is acceptance was related to the perceived
dominated by negative messages this is how benefits of the technology and how clearly
the information void will be filled, bringing these benefits were communicated.
with it a serious risk of consumer backlash.
Manufacturing perspective
Industry and governmental organisations
Industrial innovation has led entire
have a long way to go to convince consumers
civilisations into prosperity and improved
of the benefits of nanofoods. However, this
the quality of life for many people in the
sceptical view is by no means universal:
past. One should not forget that commercial
countries such as India, China and Japan
aims of producing cheaper, more
have witnessed positive public attitudes
energy-efficient, longer lasting, better
towards nanotechnology developments in
presented and, of course, higher quality
food and beverage products[17].
products have led to an increase in
One main recommendation that came out of consumer choice.
the House of Lords report on nanotechnology
With regard to the applications of
and Food [6] was the call for a greater
nanotechnology in food and drink, however,
dialogue between various stakeholders.
the industry does not have a unified
The report suggests that it is unhelpful and
standpoint. Most food and packaging
patronising to assume that the public is
manufacturers are simply observing the
ignorant and should be kept in the dark
situation and waiting for someone else to
while the scientists do their work. Only when
make the first move. This ‘you first’
clear and quantified consumer and societal
strategy is understandable given the
benefits, such as better nutrition, healthier
uncertainty surrounding nanotechnology,
food choices, improved crop yields, longer
such as reliability, toxicity of nanomaterials,
shelf life and better packaging, are weighed
against the acknowledged emergent nature regulation and public acceptance.
9
For most commercial applications the This view is balanced by caution with respect
reliability, and more importantly, the link to to consumer rejection of novel nano-enabled
the claimed benefits is essential. Commercial products. With the EU’s regulation and
applications are often scrutinised for what labelling directives still in their early stages,
they purport to be benefits and, in the the retailer community is monitoring
USA alone, the number of cases against developments very closely. Some have
unfounded nanotechnology claims has expressed fears relating to accidental
climbed to a record high. In addition to nanotechnology use in the supply chain.
the looming prospect of potential health Unfortunately, the detection and monitoring
litigations [19] there is a more real and of nanoparticles in food and drink products
immediate threat of under-delivering on is still in its infancy. The Food Standards
the promise of nanotechnological benefits. Agency [21] and the EU (Framework 7) [9] are
This situation is critical for the food additives issuing calls for research into appropriate
and food supplement sectors, which are detection methods.
growing very fast, especially in the USA.
Would it help if the food and drink products Governmental organisations
using nanotechnology were labelled The report by the UK’s House of Lords on
accordingly? After all, this would provide a Nanotechnologies and Food [6] highlighted
way of informing consumers. It seems that the main uncertainties and challenges of
the industry is divided on this issue. Unilever introducing nanotechnology in the food and
is in favour of labelling nanoparticles in drink industries. One of the challenges is
products “where they [labels] provide filling the gaps in knowledge of the
“ ...the proposed Novel
meaningful and specific information to interaction of nanomaterials with living
Foods Regulation consumers” . Others argue that this would
[20]
organisms. The challenge is such that no
(EC) No. 258/97 could stigmatise certain products. The issue of single enterprise could shoulder a full
result in mandatory labelling nanomaterials in food and drink toxicological study of a particular
labelling of nano material products is being discussed at EU level in nanomaterial. In addition, such a study
across the EU.” the proposed Novel Foods Regulation (EC) must be verified by an independent
No. 258/97 which could result in mandatory regulator, such as the Food Standards
labelling of nano material across the EU [21]. Agency (FSA) in the UK, the European Food
Safety Authority (EFSA) or the Federal US
The nanofood and drink industrial sector is
Food and Drug Administration [23].
at the information-gathering stage which
places it in a state of flux. No one wants to Interestingly, there are considerable funds
be the first to speak out on the topic. There available for nanotoxicology fundamental
is a great need for a reliable information research at national and international level,
source for manufacturers of food, drink or even in this current climate of public
food contact materials with regards to the spending cuts and general austerity.
developments in legislation, industry and
The government position is difficult due to
consumer understanding and priorities.
the lack of robust knowledge both about the
Retailer perspective use of nanomaterials in commercial products
The attitude of retailers across the UK and and the best means of detecting and
EU towards nanotechnology applications in regulating them. The detection aspect is so
food seems to be more pragmatic than that serious that the Department for Environment,
of the food manufacturing sector, due mainly Food and Rural Affairs (DEFRA) and EU
to the highly competitive nature of the retail (Framework 7) are both launching their own
market. The developments in nanopackaging calls for research into detection and chara-
are viewed positively by retailers as the cterisation of nanoparticles in food-related
improved shelf life of products, storage products. How can one regulate effectively
hygiene and product monitoring benefits if there is no way of detecting, counting and
offer significant cost savings to supermarkets identifying the nanoparticles involved?
and their suppliers.
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Trade organisations Non-governmental organisations
Numerous trade organisations, representing Non-governmental organisations (NGOs)
the industry as a whole, are gearing up for such as Greenpeace[24] , Friends of the
the challenge of representing a growing Earth[25], ETC Group[14 ] and the UK Soil
number of members who are interested in Association[13] have argued for many years
finding out more about nanotechnology, that the use of nanotechnology in everyday
or are already working on some research life should be limited if not eradicated.
and development in this area. The report by Friends of the Earth in 2008 [25]
called for a “moratorium on the further
Trade associations are best suited to
commercial release of food products, food
maintaining high quality and objectivity
packaging, food contact materials and
in monitoring and, if required, regulating
agrochemicals that contain manufactured
nanotechnology usage. This task has nanomaterials” as well as completely
traditionally been assigned to governmental transparent and clear labelling.
organisations, but in light of recent political
Most NGOs aim to become the true voice of
changes in the UK and the austerity
the public, but fall short of that expectation
measures being adopted, the government
due to the same problems in communication.
will have little appetite to run costly
The work of NGOs is invaluable in pushing
monitoring and regulatory programmes.
forward a conservative message about
This paves the way to a self-regulatory path
any technology. This brings some balance
for the industry, which cannot be followed
to discussions and lobbying going on at
in isolation from other stakeholders such as
local, national and international levels.
the non-governmental organisations (NGOs).
A well-developed and balanced approach to
the food safety debate in the EU has avoided
several serious public backlashes in the
past and has led to EU parliament policies
on novel foods.
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The Authors
College Hill
College Hill advises in or near the boardroom on communicating with the principal
stakeholders in business, notably the media, employees, influencers and capital markets.
Its Crisis and Issues practice focuses particularly on servicing clients in the food and
drink industry – providing a depth of insight it believes is second to none.
BREC Solutions
BREC provides advice, training and funding application services to public and private
sector organisations of various sizes.
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