A growing hub of clean cold research and expertise has developed in the Midlands. This centres upon a group of companies and research organisations that are working to develop liquid air technologies, which can simultaneously provide zero emission cooling and power. The emerging Midlands centre of excellence is an important step towards the development of a national cold economy. Government and industry could make a strategic decision to take advantage of these favourable conditions and secure a global leadership role for the UK in this major potential growth market. Research suggests that supporting the development of cold technologies would create more than 10,000 jobs by 2025 and in excess of 25,000 jobs by 2050 across development, manufacturing and after-sales support. Outside of the UK the demand for cold technologies is even greater. It is estimated that up to half of perishable food in developing countries rots before ever reaching the market, largely due to the absence of cold chains. It is estimated that food wastage occupies a land area the size of Mexico; consumes 250 km3 of water per year, three times the volume of Lake Geneva; and accounts for 3.3 billion tonnes of carbon emissions. In Asia, where the demand for cooling is rising, the Indian government forecasts an investment need of $15 billion on its cold chain over the next five years, and in China, refrigerated storage capacity is on course to increase 20-fold by 2017.