I have lost count of the number of times I have listened to Professor John Beddington's 'perfect storm' speech.
At a high-level seminar on the future of agriculture in
The only difference was his tie.
The perfect storm, he said, is a confluence of earth-shattering figures:
- World food reserves are at a 50-year low.
- By 2030 we need to be producing 50% more food to feed the growing population.
- At the same time, we will need 50% more energy.
- We will demand 30% more fresh water.
- And if that wasn't tough enough we must do this while reducing carbon emissions by 80% from 1990 levels by 2050.
Time is running out.
Prof Beddington is valiantly hammering the message home whenever he gets a chance, to the point that 'perfect storm' is now part of the food security vocabulary.
But is the message sinking in?
The problem is the figures are so incredible they are almost surreal. The challenge is so vast it is almost not worth contemplating.
Almost.
Take a took at the climate change debate to see the dangers of becoming complacent in the face of a great challenge.
There is a growing trend of voters drifting into the 'climate change sceptic' camp because, despite the doom-mongering, the world still hasn't ended.
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An international survey by HSBC showed the number of people saying climate change was the biggest issue had fallen from 32% to 25% over the past year.
It is worrying that at a time when the urgency of the situation is getting clearer the non-believers are in the ascendancy.
Prof Beddington is doing his utmost to spark the public, policy makers and farmers into action to tackle the perfect storm.
