From our “Rainbow” point of view, we consider usual economics as Black and White. Why is that?

The only way we can appreciate using Euro’s or Dollars, is to appreciate more or less. This is the same with illumination on a Black & White television: every pixel on the screen can have a black, grey or white color and the only variation there is is to make it more or less white: make it brighter or darker.

So, how can we express quality (color) in this system if the only thing we appreciate is quantity (brightness)? Not.

Why do we need to express quality?

Why do you think there are so many labels on products expressing quality? Labels for Organic products. Labels for Fair Trade. Ingredients on the product labels. Even E-numbers and warnings for Genetic Modification. All of this information is packed with the product because the price itself is not telling. That’s all information about what’s in the product. And we need to know it, just because it’s our food.

Consider vegetables in a Dutch supermarket. Every vegetabled has a sign, telling its price. It’s also telling it’s country of origin. Often it is Holland, but in the winter, it’s usually Italy, Spain or Egypt. How much energy has the transport used? When grown in hot butane-powered greenhouses, how much energy did the heating cost? It is unknown. This is information about the production process but it’s often kept away from us. But how can we get into a balanced world if we rely on food producers that require a huge amount of energy?