Il dialogo fra forma e funzione del cibo: Packaging e consumer experience

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50 anni di futuro

Il dialogo fra forma e funzione del cibo: Packaging e consumer experience

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Milano, 28 ottobre 2015

A World of Connected FoodIl packaging, medium del cibo che racconta. E ascolta

Prof. Carlo Alberto Carnevale-Maffè

Strategic Managament Dept.Bocconi University School of Management – Milan (Italy)

Look, no packaging…

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Off the shelf…

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Food is not a chain. It’s a (social) network

1998-2014•Web 1.0: Impact on “Information asymmetries”•New forms of disintermediation, re-intermediationBut:•Unchanged market structure between supply and demand

2015-2020•Web 2.0: Impact on “Organisation asymmetries”•New forms of collaborative productionAnd:•Change of market structure, end of firms’ monopoly on supply and value added

Data is the New MoneyAnalytics is the New Value

Packaging isn’t just a Protection. It’s a Connection!

Food is Chronic. Frequent, Systematic, Social. Till Death Do Us Part…

We are dealing with a fundamental human need in a very inefficient way.

• Price competition relative to specific food units, i.e. drift to poorer quality and higher social risks.

• And it all sums up to single digit impact on overall cost structure!

• Unsustainable supply chain, leading to structural overproduction and underconsumption, with waste in the order of 25-30%.

Why are we still treating Food as a sequence of accidental transactions between Supply and Demand?

• On the supply side, “Operations-as-a-Service”• On the demand Side, “Food-as-a-Service” 10

A small slice of a big apple

A Smiley Face? Farm to Fork…(Source: Business Week International)

Higher Added-value and Lower

Replacement

Marketing

Brand

Innovation

DesignR&D

R&D/Innovation

Value Creation

Standardisation

InnovationR&D

Design

AddedValue

Manufacture

Assembly

Logistics

Marketing

Brand

StandardisationValue-added process

Distribution

Logistics

AssemblyManufacture

Foodle of Foodroid? Search Engine and Operating System of Connected Food, Anybody?

Food production & distribution• Metropolitan Vertical Farms• Behavioural commitments by final consumers, with secondary

market for liquidity• Food as a Derivative, a Smart Contract of production and

delivery)

Food Preparation• We still burn, boil & fry an insane share of food nutrients

because of jurassic methods of cooking: fire and water.• The destruction of proteins and vitamins at the point of

preparation is absurd.

Food Consumption (Individual & Social) • Tracking All Food eaten by all Humans (and Cattle, too)• Operating System and Search Engine• Licensing technology to competitors

The Big Data of Food• Collecting Food Data: Mensa Sana (i.e. Sane Data) in Corpore

Sano• “Packaging” from outside or “Embedding” from inside ?

Nanotech Tracers for Food Tracking 13

Food Should Be Free. Let’s Just Exchange a Few Externalities…

Like most inefficient markets, such as Media and Information, Food shows very little marginal costs of production and very high fixed cost for logistic and distribution.

Just 8% of the price paid by final consumer is related to the real cost of “food”.

Yet we still price food per kilograms & liters. Why?

Is the value of food – measured by quantity - bigger or smaller with respect to the potential externalities of its consumption?

The Packaging is the MediumBecause the Content is the Message(and the Food is the Subsidy)

“There will be such thing as a Free Lunch. And Dinner, and Breakfast, too…” 14

Food as Public Welfare. Packaging as a Social Recipe

Letting people feed themselves freely is too dangerous…

Because, ultimately, Food is a Drug.

If we subsidy public water, and public education, and public transportation, and public health, why shouldn’t we subsidy Public Food?

• Packaging as a platform for Food Compliance

• Reporting to Payors, public or private• Collaborative Lobbying

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A Brand: “The Seal”

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This food has been “Sealed”.

i.e.

• signed, • marked, • subscribed, • committed to by Us

Food as the Kant’s Dream of Universal Norm

The Disequation of Servitization for “Connected Food”

V * P < A * F * S

Volumes * Prices < Affiliates * Frequency * Subscription

Evolution Matrix of Food Servitization

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P&L B/S CF

Hardware Products & Consumables

Patents Legal Loyalty from IPR/Licensing

Software Maintenance Contracts

IndustryStandard

Economic Rent fromlock-in

OrgWare Co-producton Critical Mass of Adopters

Sustainable & Resilient Ecosystem

Thanks!Prof. CarloAlberto Carnevale-Maffè

Bocconi University - School of ManagementEmail: carloalberto.carnevale@sdabocconi.it

Twitter: @carloalberto