In this post-truth age when fake news, conspiracy theories or beliefs have a profound effect on shaping opinions, it is reassuring to observe that reason is still holding up. Twenty years ago, Cirad organised a conference at the Paris Agriculture Show on the theme “Banana & Environment”. Despite being viewed as kamikazes or even saboteurs, the organisers had the satisfaction of opening up a debate which has never been closed since. At the time, the operators had observed, rather depressingly, that a commercial strategy and marketing plan promoting the fact that the bananas underwent less treatment would be doomed to failure. Without doubt, this “less” would represent for the consumer a quasi-divine revelation that fruits are (mis)treated. With this debate and the best intentions in the world, Cirad seemingly drove the sector toward industrial and commercial mishap, whereas the idea was to show a possible avenue for progress. Two decades later, we cannot help but observe that opinions have changed. A wide range of products free from insecticides, antibiotics, or from this, that or the other, are being put forward as the new big thing in food progress, which is of course good news. The concept is now even being harnessed commercially! Ultimately, innovations in small strides are worthy of their place alongside breakthrough innovations, spearheaded by the organic sector. So the consumer is now all grown up. All that remains is for the producers and distributors to continue to implement their minor revolutions together, and above all not to fall into the comfortable trap of a latter-day green washing.
Denis Lœillet
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