Food and Beverages Sustainability Concept According to the Worldwatch Institute(2009) the major problem in the global food production system is in the unsustainable inputs that are sued. As a result, many forms of environmental degradation occur; falling water tables, deterioration of pasture, soil erosion. The Western diet, with its high consumption of fish, meat and dairy products is endangering the environment; croplands are diminishing and the ocean’s fish stocks are in decline. These grim warning signs are matched with some positive signs of awareness in society for health, environmental stewardship and animal welfare. As a response to the problems being caused by conventional farming techniques the term sustainable food is now used to describe food production that does not take more natural resources than it gives back. Sustainable food producers see nature as an ally rather than as an obstacle, they are able to produce wholesome food in symbiosis with nature and the surrounding community. Uk government Sustainable Development Commission, Sustainable food is: Safe, healthy and nutritious, for consumers in shops, restaurants, schools, hospitals, etc. And can meet the needs of the less well-off people. Provides a viable livelihood for farmers, processors and retailers, whose employees enjoy a safe and hygienic working environment whether in the United Kingdom or overseas. Respects biophysical and environmental limits in its production and processing, while reducing energy consumption and improving the wider environment; it also respects the highest standards of animal health and welfare, compatible with the production of affordable food for all sectors of society. Supports rural economies and the diversity of rural culture, in particular through an emphasis on local products that keep food miles to a minimum. The term sustainable food may not sound exciting as a description but catering businesses who develop processes to improve the sustainability of the food they offer stand a better chance of meeting the growing demands of individual consumers. Once the domain of students and hippies the movement has moved into mainstream society and is represented by some very prominent industry players example Starbucks, has started selling four categories of what it calls “sustainable coffees”. The nature of sustainable food often means that they are more expensive than other types of food. Inevitably, there is a danger that restaurant operations seeking to provide clients with sustainable food choices may increase prices. There is limited evidence that individual restaurant consumers are prepared to both purchase and pay a premium for sustainable food products. Consumer attitudes toward sustainable food Although consumer awareness of sustainability is growing, it is not yet making a huge difference to what customers choose to buy when they shop for food or sit down to eat in a restaurant. While the fami