The Importance of Culture in Creating Sustainable Food Supply Chains - Case study comparisons of the poultry industry in Iran and the UK

Abstract

Culture, defined as a complex concept which includes knowledge, beliefs, morals, laws, customs, religions and habits acquired by mankind as members of society, is a key influence on how humans relate to food. As the unsustainable nature of our food production and consumption is more widely recognized it is pertinent to explore the role culture has had in forming current patterns of production and to hypothesize how influential it will be in developing new, more sustainable patterns. The poultry industries in both Iran and the UK are complex with significant social and environmental impacts throughout the supply chain. Poultry is an important source of protein in the diet of both the UK and Iran, yet production methods, consumption habits and attitudes towards the product vary significantly. The industry is therefore perfect for exploring the role of culture in its supply chain