“We shape our buildings, and afterward our buildings shape us”. Winston Churchill’s famous words remind us how the stories we tell shape our world. In times when European food systems face major challenges—climate change, political instability, and supply chain problems, among others—choosing the right stories can either divide us or bring us closer.
Erika Staël von Holstein, Chief Executive and Co-Founder of Re-Imagine Europa, explored this idea at the recent FOODPathS Festival: Building Tomorrow’s Sustainable Food Systems Together, where representatives from local and global spheres gathered to discuss how collaboration is essential for creating sustainable food systems.
As explained by Staël von Holstein, narratives are the mental frameworks that shape how we see the world. Narratives are neither right nor wrong; but more or less useful, and they work much like languages, constantly evolving as society changes. Their role is to help us make sense of reality, but when they no longer reflect current challenges, they can hinder progress by obscuring common goals and causing misunderstandings. “We live in a time when old narratives no longer fully explain our changing world,” the CEO highlights, viewing this as a valuable opportunity: “Moments of narrative uncertainty are when new ideas and perspectives can emerge. Today, we are looking for new narratives that help us work together, find solutions, and rethink the systems that shape our future.”
The agriculture field clearly illustrates this point. The often referred to as the “Apple of Discord“ in European politics, clearly exposes the vulnerabilities of our food and farming systems. Many debates in this sector frequently become polarised and hinder progress, as seen in recent farmers protests. But how can this cycle be broken? As the expert explains, research from the first European Narrative Observatory (NODES) reveals that much of the polarisation stems from misunderstandings rather than fundamental differences in values. This revelation shows that, at heart, most people share similar aspirations: access to healthy food, clean water, thriving ecosystems, and prosperous communities. The confusion often arises when shared words carry different meanings, leading to conflicting interpretations of concepts such as “climate” or “freedom”. Staël von Holstein explained how Philosopher Ludwig Wittgenstein once observed that people often “talk past each other” when using the same language but meaning different things. According to her, this leads to “narrative traps” such as framing the debate as “people versus planet” or assuming that sustainability necessarily involves sacrifice rather than opportunity.
Changing these stories is essential, as they shape how we think, act, and perceive the world around us. “If we focus on growth, we pursue growth; if we focus on defence, we react defensively. Our minds shape our reality, so shifting narratives can shift behaviour and outcomes,” Staël von Holstein explained. This is why, she suggests, narratives should be used “not just to persuade, but to genuinely understand and connect with others.” Furthermore, art and storytelling, she adds, play a powerful role in this process. By appealing to emotion, artists and storytellers can bridge divides, build empathy, and highlight shared values: “Embracing storytelling and creative expression can help us find shared meaning and new directions.”
Staël von Holstein ended her speech on a positive note, noting that though we face diverse challenges and narratives globally, Europe has a unique opportunity to lead by creating inclusive stories on shared visions that can unite us across borders and communities. By reshaping our narratives, Europe can build sustainable, resilient, and innovative food systems for future generations.
