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THE FUTURE IS HERE
THE FUTURE IS HERE@JAMESWALLMAN
THE FUTURE OF FOOD20 MAY 2016
AGENDA
• WHY & HOW
• FACTORS
• TRENDS
• TOOLKIT
WHY WE FORECAST
Wayne Gretzky
“A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.”
HOW WE FORECAST
William Gibson
“The future is already here, it’s just not very evenly distributed.”
FINDING THE FUTURE
1. Understand the innovation
2. Understand the macro-environmental factors
3. Use Diffusion of Innovations curve
FACTORS
EVERYWARE • 50 billion connected
devices by 2020
• In an internet minute:
• 972,222 Tinder swipes
• 69,444 hours watched on Netflix Source: Excelacom
Smartbell tracks cows’ wellbeing
SOCIAL WORLD “Facebook has more people than God on this planet… and can reach them on a mobile phone”
Scott Galloway, NYU Stern
Foodie app has 24 filters to make food pics look better
THE RISE OF EXPERIENTIALISM
• In the 20th century: scarcity
• In the 21st century: abundance
EXPERIENTIALISM People have enough stuff.
So instead of looking for happiness, identity and status in material goods, people are increasingly finding happiness, identity and status in experiences instead.
SUFFERFESTS VIDEO
SMART LIVING Move over “e-“ and “i-“, smart is the prefix of today.
• Smartphones
• Smart homes
• Smart cities
Nokia 8110
SMART LIVING Move over “e-“ and “i-“, smart is the prefix of today.
• Smartphones
• Smart homes
• Smart cities
Amazon’s Alexa enables smart shopping
CARBON CONCERN
To hit the COP 21 targets, humans must become a carbon sink by 2070.
Bea Johnson, a pioneer of the zero waste movement
Photo: Michael Clemens, Sees The Day
CARBON CONCERN
To hit the COP 21 targets, humans must become a carbon sink by 2070.
Bea Johnson, a pioneer of the zero waste movement
Photo: Michael Clemens, Sees The Day
CARBON CONCERN
To hit the COP 21 targets, humans must become a carbon sink by 2070.
Bea Johnson, a pioneer of the zero waste movement
Photo: Michael Clemens, Sees The Day
TRENDS
UBER-IZATION Some of the biggest food industry disrupters aren’t even food companies.
They’re tech-driven, on-demand delivery services:
• uberEats
• Amazon
Wolt raised US$11m in its latest finance round
UBER-IZATION Some of the biggest food industry disrupters aren’t even food companies.
They’re tech-driven, on-demand delivery services:
• uberEats
• Amazon
Wolt raised US$11m in its latest finance round
UBER-IZATION Some of the biggest food industry disrupters aren’t even food companies.
They’re tech-driven, on-demand delivery services:
• uberEats
• Amazon
Wolt raised US$11m in its latest finance round
SMART EATING Better technology + health worries = people know what they’re eating.
• Sugar Smart scans barcodes and shows how much sugar
• DietSensor scans the chemical makeup of food
Diet Sensor on holiday
SMART FOOD Well, it depends on whether you believe in the GoBe (a wearable which claims to count the calories you eat), but there are a multitude of other apps. Another good food related tool is the Sugar Smart app.
Smart brands are shifting their focus to health — without compromising on brand.
• Kraft changed the ingredients by stealth
• Coca-Cola is pivoting away from sugar
Kraft replaced artificial with healthy ingredients — and no one noticed
ZERO WASTE WORLD
• In UK, a Sainsbury’s supermarket is powered only by food waste
• In France, a law stops stores from wasting food
• In France, Intermarché promoted ugly fruit, footfall rose 24%
Intermarché’s ugly fruit campaign
In Melbourne, Brothl is a zero-waste cafe.
• Its menu features rainwater, foraged sea vegetables, stale bread and carcasses
• The broth is made using unused meat and seafood bones from high-end restaurants
From Joost Bakker’s website
THE NEW NEW NORDIC
“Finnish chefs are…refining a long, unbroken history of traditional cooking.”
Lena Ilkjaer, editor, the White Guide
• no-nonsense, no-frills
• local, simple, indigenous
Chef & Sommelier, Helsinki
• “Brutal bistros”
• Wild and foraged: poro, dried wild berries, foraged fungi
• DIY: butchery, cure their own meats, pick their own produce and create their own ingredients
Chef & Sommelier, Helsinki
NEW DIY New DIYers want to:
• escape digital work
• use their hands
• show they’re sophisticated
Plated delivers $100m revenue per year
NEW DIY New DIYers want to:
• escape digital work
• use their hands
• show they’re sophisticated
Plated delivers $100m revenue per year
NEW DIY New DIYers want to:
• escape digital work
• use their hands
• show they’re sophisticated
Plated delivers $100m revenue per year
VEGETABLE HERO Meat is being pushed off the plate because:
• concern for the environment
• health concerns: the UN says meat causes cancer
• photo-first
DC Vegan is a leader in the “Vegetable Forward” movement.
The motto at new fast casual chain Beefsteak is “Vegetables unleashed”.
A typical Beeksteak dish
NEW WORLD FLAVOURS
Pop-ups and food trucks make it easy, cheap, and low-risk to try out new flavours.
Photo: Streat Helsinki - Eetu Ahanen
At Streat Helsinki Eats, “a taste of something new”:
• San Francisco-style burrito by The Good Gringo, Stockholm
• Tokyo-style sweet and savory crepe cones by Cone’s
• Isan-style Thai street food by Bangkok Street
Photo: Streat Helsinki - Eetu Ahanen
TOOLKIT
TOOLKIT
• BE BRUTAL
• CREATE STORIES
• BE A ZERO HERO
• BE A HEALTHY HERO
• PLAY WITH FLAVOURS
• TOY WITH TECHOLOGY
THE FUTURE OF FOOD20 MAY 2016
THE FUTURE IS HERETHEFISH.CO
