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Water shortage and food availability are really the challenges to overcome. However due to unprecedented growth in demand, both of them (water and food) are in the path of becoming luxuries rather than basic need elements.

Producing food does use water, however the waste in households also accounts for a main "drainage" of this resource.

Like elsewhere society is driven by profit. I am involved with F&B and project manage luxury wines and waters for selected sales channels and markets. I cannot believe the price of certain waters I have at hand. They are sold as jewels. And what for? A good meal?

The biggest issue is the world population growth. The planet resources are fine and renewable for a population of no more than 2 billion - this number is way pass by today.

Behaviour is no longer what we need to sell. At this moment it is emergency. We already are harvesting water from icebergs, from the sea, from deep sea fresh reserves, etc.

Unfortunately I believe we may not have a choice. The excess has reached everywhere. When I was a child a cow would produce daily so much milk, today it triples and in that milk are substances that are simply not at all health recommended. And more examples are to mention if the time and text would allow.