Green or Great,That is the Question

2020 is destined to be an unusual year. We seem to have never seen so many natural disasters: the COVID-19 pandemic, wildfires in the western United States, bushfires in Australia, Hurricane Sally, Tropical Storm Beta, and so on. It is probably the best time to seriously consider how human beings can coexist with nature.

The United Nations Foundation (2015) set 17 sustainable development goals including the “Climate action” to be achieved by 2030. Coincidentally, climate change went mainstream in this year’s presidential debate. As one of the world’s largest economic sectors, the hospitality industry should also take the initiative and contribute its efforts. For instance, food waste is a severe environmental issue as CO₂ emissions from decomposing food contribute to producing greenhouse gases, thus causes climate change. Reducing food waste can help alleviate global warming and protect our planet (Hall et al., 2009).

There is no doubt that reducing food waste has other benefits. From a social perspective, reducing food waste can alleviate hunger. According to the Food and Agriculture Organization of the United Nations (2017), there are almost 800 million people suffering from hunger worldwide. The National Resource Defense Council (2012) revealed that if food waste can be reduced by 15%, greater than 25 million starvelings in the United States could be fed. The ongoing COVID-19 pandemic has brought hunger problems as well. So, isn’t it time to focus on this issue? From an economic perspective, food waste is a significant component accounting for over 50% of hospitality waste (Curry, 2012). Reducing food waste will significantly save costs in the purchasing, handling, and recycling processes.

Therefore, reducing food waste has become a critical mission for the hospitality industry. With the popularity of food festivals, food waste often occurs. I believe that most festival organizers have social awareness and responsibility. Meanwhile, given the increasing social awareness among consumers, festival organizers are getting more interested in adopting green initiatives to improve the competitiveness of their events (Whitfield et al., 2014). However, in reality, food festivals need to be great enough to attract consumers for more profits. Pleasurable guest experience is an essential element of a great event. Guests can be attuned to the moment-to-moment pleasurable experience by tasting palatable meals (Chun, 2011). Thus, food festivals tend to provide an opportunity for guests to enjoy their food (Zhang, 2009).

Here is the dilemma. Great or green? As a hospitality educator and researcher, I always put myself in the festival organizers’ shoes. If I were them, how would I balance a great and a green event? What would be an ideal solution to reduce food waste? Can I collaborate with primary stakeholders to avoid food waste? Is there guidance of food waste management in festival operations? To answer these questions, I have been working on guidance for food waste management. I want to briefly introduce these steps and explain why they are important.

First, “prevent:” Vendors usually produce more than what was really needed to cover a food festival. The best way to avoid food waste is to purchase fewer food materials. It reduces not only the purchasing costs but also the handling and recycling costs. The more accurate the estimation, the lower the risk of overpurchasing. However, many festival organizers are not willing to take the risk of underestimating the amount of food. They would rather order excess food to fulfill guest demand. But why not adopt some advanced technologies that can make our work easier? With the help of internet of things and Radio Frequency Identification, festival organizers can better manage all aspects of the food suppliers.

Next, “educate:” Hospitality educators may incorporate social responsibility and sustainability into our curriculum to cultivate future hospitality leaders. It seems like a long-term mission. However, it is never too early to educate our students and next generation. Imagine if festival organizers, chefs, marketers, and vendors are all sharing the same mission and value, organizing a green event will be easy.

Last but not least, “collaborate:” Festival organizers may collaborate with participating chefs and guests to curb food waste. Some have found green initiatives, such as small food portion options (Chancey, 2009). An expert has ever told me in an interview that “Chefs could have cut burgers into quarters instead. Guests have too many food options, so they only take one bite and throw out the rest.” Festival organizers can also work with nonprofit organizations to form a food rescue team. The Bill Emerson Good Samaritan Food Donation Act encourages food donation to certified nonprofit organizations. So, food organizers do not need to worry about the criminal or civil liability for injury arising from consuming donated food. All the stockholders collaborate and cocreate value.

Above are several strategies that can be adopted by festival organizers to protect our planet while avoiding a loss. A great or a green festival? That should not be the question anymore.

Supplemental Material

sj-pdf-1-jht-10.1177_10963480211012048 – Supplemental material for Green or Great, That is the Question

Supplemental material, sj-pdf-1-jht-10.1177_10963480211012048 for Green or Great, That is the Question by Fang Shu in Journal of Hospitality & Tourism Research