Mendaciumprocess

book

Natasha RijkhoffLisa Reith

Mariëlle van ‘t Zand

Megatrends

and healthyconcept restaurants

and stores

they change our foodand make us think

we want it.

they change our foodand make us think

we want it.

we don’t recognise our foodand don’t even know

what’s in it

we don’t recognise our foodand don’t even know

what’s in it

some researchabout food which influences

our senses

some researchabout food which influences

our senses

What is a food mega trend?

A food mega trend is a predictions of the behaviour of the consumer. These trends tell you what kind of products these consumers want en what the reason behind these decisions are. The influences of which these mega trends are born are most-ly connected to nutrition and health care researches. Now I do believe that these mega trends are also shaped by force because of the food industries and their choice on what kind of subject they want to research. So the mega trends we now know are based on consumer likes, nutrition and health care research and market-ing research.

What kind of problems do food mega trends bring?

One true fact about mega trends is the problem of society. Businesses and citizens of cities cannot always easily adapt to the rapidly changing world of food. Other companies try to invest on these situations by creating new solutions in terms of products and services. They give the consumer a solution to be able to interact on the new food mega trend creating a vastly growing chain of ideas and producing innovative nourishments.

What engages the industry?

So and idea forms a product forms a brand forms a lifestyle. Food mega trend are not born in a few days or months no they grow in years. Research costs time and money but ideas seem to be thrown at them. For food being such a critical part of our lives decisions are made for the long term. Main predictions in the food indus-try at this moment are meant for 2030. Buying an idea and then get the techniques to create it and eventually putting them on the market.

But there are also smaller movements in food. The lifestyle of a person has a great influence on how they eat. Good and healthy food are quite expensive so people with less money seem to buy cheaper, less healthier food. These small aspects of someone’s diet can grow in huge movements over the world. Think of the flexa-tarians and the Asian ''super foods''. Small changes between cultures are now the booming mega trends of the world.

Why is the food industry still a fringe?

Mankind handles food poorly. We use too much energy, we spoil too much food, we eat too much animals products and take lesser nutrients and others suffer from being malnourished, having obesity and diabetes. We have reached our limits and even if there is a green revolution going on we barley noticed it's existence.

To me it seems as if science and technology has only focused itself on the food itself. Texture, taste and how to sell products have became more and more important. It is only recently that we ask more fundamental questions in relation with what we eat. So forget the marketing related difficulties the food industry struggles with. How will our food evolve itself with less emissions, less water and fewer animals?

Scenario

What if they aren't any natural sources for us to create our food from. What will hap-pen with our daily nutrition? How will it taste and look like? What will become the new questions we ask ourselves about the background and the way our food is created?

How will we end up if we believe in mega-trends?

We want to create a company which is respected like a religion which tells you what to eat and how you eat. People will believe in the mega trends and will adjust their lives to it. Food will look in a certain way. We will eat with new manners. We have special light/sound in the rooms we eat in.

Midhat: Visueel vormgeven eten, verpakkingenLisa: Research religie (achtergrond) en schrijven van nieuwe food mega trend religieMariëlle: Logo, propaganda poster en huisstijl van het bedrijfNatasja: proces van hoe het eten gemaakt word, wat voor stoffen gaan ze gebruiken en hoe komen ze hieraan (visueel)

propaganda food.they make us believe

something which is not true

propaganda food.they make us believe

something which is not true

http://ifood.tv/facts/312921-side-effects-of-lime

http://herbs.lovetoknow.com/Aga-ve_Nectar_Side_Effects

http://www.health.harvard.edu/blog/eating-too-much-added-sugar-increases-the-risk-of-dying-with-heart-disease-201402067021

http://www.diabetes.org/diabetes-basics/myths/

Words used:

Ferrum : Iron

Ultimatum Verum: ultimate truth

Mendacium: lie

The big lie: Mendatium Magnum

incredibly unhealthy: maxime gravibus

self invented: Inventa

zink: cadmiae

De Smaakbijbel, Niki Segnit, Neder-lands, Uitgeverij Podium B.V.,mei 2011

Books:

Sources -end result

Ik heb er mijn buik van vol, Mari-jke de Waal Malefijt, Nederlands, Schors V.O.F.,november 2011

Sources -beginning ofprocess:

http://mens-en-gezondheid.infonu.nl/gezonde-voeding/103172-de-geneeskracht-van-bietjes.html

http://globaltrends2030.files.word-press.com/2012/11/global-trends-2030-november2012.pdf

http://live.ift.org/2013/07/13/sloan-identifies-texture-as-the-next-food-mega-trend/

http://www.bbc.com/specialfea-tures/horizonsbusiness/megatrend/food/

http://www.csiro.au/Portals/Part-ner/Futures/Our-Future-World.aspx

http://www.foodmanufacture.co.uk/Manufacturing/Flexitarian-ism-to-be-next-mega-trend

http://www.theguardian.com/lifeandstyle/wordofmouth/2013/mar/12/how-taste-different-colours

http://motherboard.vice.com/nl/read/winkel-zonder-plastic-verp-akkingen-in-antwerpen-lang-niet-zeker?utm_source=motherboardfb

http://www.blog.generalmills.com/2014/02/top-10-global-food-trends/

http://www.nutraingredients.com/Consumer-Trends/Euromonitor-reads-2014-in-5-mega-trends

http://www.nutraingredients.com/Consumer-Trends/Euromonitor-reads-2014-in-5-mega-trends