Changing the Food Game is up for its second edition. All first copies of the book by NewForesight CEO Lucas Simons have left the shelves at Greenleaf Publishing. Most copies were sold in the United States, the United Kingdom and the Netherlands, but the book also went to Australia, Austria, Denmark, Germany, Italy, Japan, Lithuania and Switzerland. Lucas handed out a first copy to various industry leaders, politicians and other dignitaries, such as former prime minister of The Netherlands Ruud Lubbers and President of the World Cocoa Foundation Bill Guyton. Since its publication in November 2014, Changing the Food Game has received international attention. Lucas Simons has lectured about the theory described in the book from Amman to New York City. The book was picked up and recommended by media such as the Dutch newspaper Volkskrant and interviews were given to radio stations and magazines such as The Gulf.

Changing the Food Game demonstrates the current, unsustainable situation in our food supply chain. Our food system already has a devastating social and environmental impact, and on top of that, in the next 40 years, we will have to produce more food than we have in the past 6,000 years due to population growth. Within our current system, this is impossible. Simons clearly shows that we need a sustainable market transformation to achieve food security in the future: the entire system needs to be redesigned to become inherently sustainable. NewForesight has already worked on igniting sustainable market transformations in many agricultural sectors.

The book received several positive reviews, for example from Spore, magazine for agricultural and rural development in ACP countries: “Passionate, personal, informed and informal, Changing the Food Game is a bold analysis of why and how current agricultural systems must be transformed […]”. Business School Tias has included Changing the Food Game in the curricula for its MBA courses the Societal Program and Managing Sustainability. It has also been added to the libraries of the United States Department of Agriculture and the Sustainable Agriculture & Food Systems Funders. For more reviews and press clippings, visit the book’s website here.