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Another example we would like to bring in is that of the food industry and how it has also become dominated by the mass production paradigm, especially in the West, and as such is highly unsustainable. Mass produced or industrialised food systems are interestingly often labelled as ‘conventional’ systems - as opposed to ‘alternative’ food systems which are discussed later in this section (Marsden et al., 2000; Sonnino and Marsden, 2006). Food is an interesting space to consider as humans will always need food to survive, yet what we are seeing nowadays is a deeply flawed production and consumption food system where food scarcity and poverty co-exist with over-production and over-consumption, which is in turn responsible for growing obesity and associated diseases. So how did we get to this?