At the Australian Institute of Food Science & Technology's 'Science in the Pub' event I had the opportunity to talk to Cade Turland, hemp expert, CEO and Founder of The Hemple. Here he highlights the nutritional and environmental benefits of hemp, and how the future looks for this newly approved Australian grown food and ingredient.
We’ve all had the experience of shirking responsibility - it wasn’t me, I didn’t know, it was their fault. It starts in childhood and continues on - popping up when we want to avoid blame, think no-one will notice if we take short cuts, or stick our head in the sand as a strategy to avoid going the extra mile.
However as expectations around how businesses conduct themselves evolve and change, taking greater responsibility is not only the right thing to do – it’s critical for consumer engagement and long term success.
There’s been no more significant reminder of this in the past few weeks than the situation Facebook finds itself in as a result of its data sharing practises.
While facing Congress, one of the comments that stood out for me was when Mark Zuckerburg admitted Facebook hadn't taken a broad enough view of their responsibility and that looking back, this was a big mistake.
No doubt this is the case. Since the issue arose, $45 billion has been wiped from Facebook's stock value and the industry now faces the real threat of greater regulation. Trust in Facebook has also taken a significant nosedive.
This case has strong parallels with the history of food. Lack of responsibility in the past has been one factor that has contributed to the gradual erosion of consumer trust in the food supply. Marketing practises that have over-emphasized one aspect of food, while ignoring others, or over-exaggerated the benefits that may be obtained by eating a certain food, have gradually eaten away at people’s confidence about what to believe and who to trust.
In the past, it's been easier to get away with such approaches. However consumers are getting smarter, scrutiny of food marketing and composition is higher, and access to information is easier.
Food is under the microscope more than ever before so taking responsibility is critical to building and maintaining consumer trust and protecting brand reputation.
Here are some ways to do that:
- Think full circle: It is now more important than ever to ensure marketing teams have a deep understanding of the production and composition of the foods they sell. This includes understanding how the products are made, grown or produced, the nature of the ingredients, feed or growing conditions, where key ingredients come from, why they are used, and the nutritional value they provide. The ability to communicate more than the nutritional features of the end product, or the absence of an unwanted ingredient or substance, is critical to taking responsibility to meeting consumers growing interest in re-connecting with the source of their food.
- Pay attention: monitoring regulatory changes, public health campaigns, emerging nutrition research and future mega-trends is critical. This requires investment in looking outwards as well as looking inwards. Feeding the right information into your business and ensuring those who need to know are paying attention to things that matter in the macro-environment in which you operate is critical when the hustle and bustle of the day to day can otherwise take over.
- Lead through values: developing values around authenticity, honesty and transparency and seeing them through with tangible actions is critical. A more mindful consumer is looking to brands to connect with them in a more meaningful way and one way to demonstrate this is through developing and implementing values, particularly those connected with your food.
In a highly shared video on You Tube, actor Will Smith makes the point that taking responsibility is one way of taking your power back. He has a point worth pursuing. A good example is 7-Eleven's recent decision to take responsibility for its role in contributing to the 1 billion coffee cups that go into landfill in Australia each year. Teaming up with Simply Cup, they've introduced 200 special recycling units throughout their network. There was no need for 7-Eleven to do this. However as the second largest provider of takeaway coffee in Australia, the company saw it as their responsibility to be part of the solution. This is one way 7-Eleven is returning power to its brand after events in 2017 saw its reputation take a hit.
It's worthwhile considering - what could you do to take greater responsibility, above and beyond the everyday, and add power and meaning to your brand?
Last week, Mintel presented their top trends in the Asia Pacific region outlining current and emerging influences of consumers purchasing decisions. Here I’ve pulled out those of greatest relevance for food marketers and innovators and provide my thoughts on their implications.
The emergence of ‘Supernannies’
The cost and consequences of human activity on the planet are becoming too big to ignore, driving not only governments, but brands to become ‘Supernannies’. This means companies are starting to take a more active role in influencing consumer behaviour toward more sustainable practices, in part a response to the threat of increased regulation.
A ‘hand holding’ approach that guides consumers toward change and educates them on why it’s necessary is seen as a realistic way forward in this space.
My Thoughts: the idea of influencing consumer behaviour around environmental stewardship is one that fits a leadership brand positioning – it’s not about following, but being bold enough to elevate business values in this area, and bringing consumers with you. Communicating your environmental values to consumers in turn provides an opportunity for differentiation.
Maintaining a link between the future and the past is being reflected in greater use of traditions and culture as a means of enhancing integrity, trust and pride, while also contributing a sense of belonging. This supports the finding that 1 in 4 Australians are willing to pay more for products that are locally grown while those travelling to new countries will happily spend more to experience a true sense of the local culture. Counter to living in a global world, the opportunity to remain local and to highlight and draw on the uniqueness of local food and produce is of growing value.
My Thoughts: being true to your roots and what you stand for as a brand, tapping into your heritage and highlighting this to consumers provides a pathway toward greater trust and integrity, while also providing an opportunity for premium pricing.
The Rise of the Bot
Greater consumer choice and less available time is increasing anxiety and stress associated with decision making. Consumers can now turn to apps, online platforms and even chatbots to get the advice they need to make decisions.
Decision making chatbots are enabling more precise information to be accessed with greater speed. AI will quickly move from being an assistant to also being a personal advisor. Data analytics that help consumers make choices they can trust will take the stress out of decision making.
My Thoughts: with around 20,000 products on supermarket shelves, consumers will expect food brands to help them make more informed decisions. This could either be through the use of smart technology, or through real human involvement. Either way, it will be necessary to be an expert in your products to enable the right information to be available to help consumers make the right choices.
The future is both exciting and complex. It's also about making choices - which path to follow dependent on your brand positioning and values. One thing that's clear is that consumers are becoming increasingly challenged with the myriad of choices they face daily - helping them make better and faster decisions is an emerging challenge and opportunity for food brands.
The business as usual approach to food marketing doesn't cut it with consumers anymore. Being open, transparent and adopting a full disclosure approach is what is really needed to create genuine connections between food brands and their customers.
We live in a crowded and noisy world.
Everyday 60 billion messages are sent through Facebook, 500 million tweets are posted and 95 million photos and videos are shared on Instagram. We are faced with tens of thousands of choices on supermarket shelves and multitudes within categories.
With all this information and stimulation, it's not surprising a recent survey found when it comes to making purchasing decisions, 60% of Australians suffer from analysis paralysis.
At the same time however, consumers are looking to connect with brands that demonstrate values they share. Shared values enhance the meaning of a brand and this can help you be heard in a crowded market, in turn being good for long term business performance.
Research by the Havas Media Group found brands considered meaningful outperformed brands with lower levels of meaning by 206% over the 10 year period between 2006-2016. Meaningful brands were also 137% more likely to meet important KPI’s, including the ability to charge a premium price, a 9 times greater share of wallet and an increase in brand advocacy and repeat purchases.
So what does it take to be meaningful?
When analysing this question, Havas found that to rise to the top of the meaningfulness scale, a brand needs to not only meet the functional needs consumers have, but also needs to demonstrate how it is contributing to the collective well being of society.
Being meaningful therefore involves the ability to look both inwards, and outwards beyond the needs of the immediate consumer to also address the greater needs of society.
This is in line with the changing mood of society that indicates long term business success will require not only the ability to make a profit, but to also serve a social purpose in a real and genuine way.
There's a whole buffet of options for addressing the greater needs of society however to operate with the greatest integrity, it makes sense for food brands to address the food related needs of society as a whole.
There are plenty to consider and here are some thought starters:
1. Society's need to be educated about food.
What to do: Consider the adoption of values around food education, seasonality and transparency. Put your internal experts forward as educators. Example here - Brasserie's baker on how to make artisan bread.
2. Society's need to reduce the environmental footprint linked to food production.
What to do: Consider the adoption of values around the practises of your suppliers or the amount of plastic used in packaging. Communicate your commitments publicly. Example here - Harris Farm's #BanTheBag campaign promise to be the first major retailer to ban plastic bags from checkouts from 2018.
3. Society's need to preserve food culture.
What to do: Consider the adoption of values around preservation of seasonal eating, traditional harvesting and processing techniques, recipes or heirloom ingredients. Explain why this is valuable. Example here - Danone's now CEO Emmanuel Faber talks on the future of biodiversity
Overall, being meaningful provides a significant opportunity for brands to develop a stronger voice in the market, differentiate from competitors and contribute to a greater purpose, in turn engaging stakeholders, suppliers and consumers and contributing to a better world.
Stacey Bingle, Consumer Trends Consultant at Mintel recently wrote that the number one lesson for businesses to create brand trust is to state their values. Today it’s clear that if you’re not defining yourself on social values as a business, someone else will do it for you.
The financial and legal woes currently being experienced by Retail Food Group are a stark reminder of exactly what can go wrong. While likely not all attributable to a lack of social values, it’s clear that stagnating business formats, along with changing consumer expectations are making it tougher for long standing food businesses to survive.
Keeping up and steering effectively through the change is critical for business growth and longevity.
And building trust by stating your values is a key way forward.
There is no doubt global consciousness is rising around the role business plays in society, and for food businesses, the role they play in enhancing people’s health and in enhancing the environment around them.
The idea that businesses can survive based on a profit goal alone has faded. This has been no more strongly indicated than by the head of BlackRock Investments, the world’s largest investment company, who announced in January this year that business cannot survive without doing more than simply making a profit. Referring to the fact that the mood of society has changed, Larry Fink, CEO said there is increasing demand that businesses, both public and private, serve a social purpose.
What does this mean for food businesses? Developing your values is critical. But values that serve a social purpose must also have integrity.
If you’re in a food business, the greatest level of integrity lies in developing values that centre around your food. Food is what you have expertise in – it’s likely you understand your food, your products and the system that sits behind it better than anyone else. You have the ability to leverage this expertise and to develop food values that serve a social purpose. There are plenty of opportunities to do this and we’re starting to this being taken on by businesses throughout the food system – from small, to medium, to large, to very large.
Finding a social purpose that can be linked to your food values and which will demonstrate integrity, provides your brand with the opportunity to differentiate, engage your teams and stakeholders, build your brand voice and create greater meaning with consumers.
Now is the time to act.
According to a report released this week by the Global Obesity Centre at Deakin University, supermarkets need to do more to promote healthy eating.
No doubt this is the case.
The long term consequences of rising levels of overweight and obesity, nutrient poor diets and associated lifestyle related health problems mean all those working in the business of food have a role to play.
However with limited resources, it's critical that attention is directed to areas where businesses, like supermarkets, can leverage their greatest strengths and therefore make the greatest difference.
As Uncle Ben said to Peter Parker in the story of Spiderman 'with great power comes great responsibility'. Australia's supermarkets certainly have great power and therefore great responsibility around how they influence food purchasing decisions. They have a significant opportunity to play an active role in this area and, as the report acknowledges, are starting to make some moves.
The Deakin report provides some useful recommendations for supermarkets to consider, including influencing the placement of products within the shopping environment, and elevating the importance of nutrition and health as part of the company's overall strategy.
However, it overlooks opportunities that exist to leverage the real strengths of supermarkets and that is, their ability to educate.
Supermarkets are masters at understanding consumer shopping behaviour. They know how to influence decision making and sway people's purchasing habits. They also have access to an environment that provides the space and opportunity to interact one on one with their customers.
Rather than prioritising nutrition labeling and product reformulations (which are OK but not really enough and maybe not even effective), the greatest opportunity for supermarkets is in education.
Supermarkets are the ideal environment for educating people on how to select healthier foods, how to create quick and easy meals and how to plan meals for the week ahead. They have the opportunity to influence purchasing decisions right there at point of sale through effective educational strategies.
By elevating the role of food experts within their stores, including dietitians and chefs, and developing and implementing their own food philosophy, supermarkets have the opportunity to inspire and influence.
People need help to choose well and wisely, they need encouragement to cook, and they need inspiration to create a vision for themselves that makes everyday healthy eating possible and achievable.
Supermarkets can do this - they just need to focus where it matters most.
When it comes to encouraging people to follow population based dietary guidelines two things are clear. First is the general vagueness about what they are, and second is that even if they were clear, there is a common feeling that general dietary guidelines don't apply to them – 'they’re for the average person and I’m not average’ is many people’s reaction.
This means that if broad based dietary guidelines are for the average healthy person, and no-one really thinks they’re 'average', the perception is they lack relevance. This presents a major problem with getting cut through to encourage people to actually follow them and is a key reason behind the fact that few people do (97% of the population for example, don’t eat the recommended number of serves of fruit and veg).
However following broad based dietary guidelines may not be a problem we need to worry about in the future.
A trilogy of influences are facilitating a power shift from institutions to individuals that will see rising numbers of people seeking out personalised eating advice. This in turn will create major change in the way we tailor messages about healthy eating in the future and provides both opportunities and implications for food marketers and innovators.
Here are three of the key emerging technologies already available and which will continue to grow in uptake and influence:
1. Genetic testing.
The cost of whole genome testing has plummeted from $100 million in the year 2000 to $1,000 in 2018. Within 5 years it will be available for $150 and you'll probably take your genetic map home with you after birth. In the meantime, you can now order a genetic test that will identify whether you carry certain genes known to influence how the body responds to various nutrients in food, and find out if you have a higher risk of certain diseases or risk factors, for as little as $99. Dietary recommendations can be tailored to these profiles to maximise health and wellbeing while reducing risk of future disease. These results will have a significantly greater influence on the motivation to buy particular foods than general population based healthy eating messages and will impact the nature of our shopping list.
2. Microbiome mapping.
Research on the influence of gut bacteria on health has exploded in recent years. As a result, for about $350 and a stool sample, a testing company can now map your microbiome giving you a picture of the types and amounts of bacteria that live in your gut and the influence they may be having on your health. With this profile in hand, tailored dietary recommendations aimed at bringing your gut bacteria back into balance can be provided. Advancements in this area will drive opportunities for companies with probiotic and prebiotic products and those marketing foods that provide particular types of fibres and starches.
3. Food on demand. Our ability to make and access food on demand is growing and it's not just about UberEATS. The future may see 3D food printers sitting on kitchen benches, enabling meals to be made to a specific recipe that incorporates the good stuff you need while leaving out the bad stuff you don’t. 3D printing lends itself to aged care settings but is also currently a source of 'food-utainment'. The world's first fully 3D printed restaurant, Food Ink, opened in London in August 2016, complete with 3D printed chairs, plates and utensils and claiming to 'provide the world's most futuristic gourmet experience in the known universe'. Complimentary to this will be growth in urban gardens and vertical farms that will enable community input and access to the type and amount of produce available at specific times of year.
Many food businesses are already well invested in the personalised eating space. Barilla has long invested in the development of a 3D pasta printer while Campbell Soup in the US invested $32 million in Habit, a nutrition-tech start up launched in January last year that develops personalised eating plans based on a series of tests which analyse a persons genetic, metabolic and blood markers. The investment is a long term bet for Campbell’s with future potential lying in the possibility that customized meals can be developed and delivered as an easy solution for the individual.
With the emergence of new technologies coinciding with parallel growth in the desire to take control of our own health, the days of applying broad based messages about healthy eating may well be numbered. The role that science plays in people's food choices will increase as an influencer of purchasing decisions and food marketers will benefit from working together with the appropriate scientists to remain relevant in this area.
Additional considerations for food marketers and innovators arising from these emerging technologies include:
- Maintain awareness of the implications of personalised nutrition as a future influencer of marketing messages linked to particular products, and opportunities for innovation in this space.
- Consider the creation of new networks of collaborators and advisors including experts in technology. genetics, gastroenterology, medical and fitness technologies to name a few.
- Gain greater awareness and understanding of the role of food in health and disease prevention and how this can support your marketing and innovation efforts.
The future is likely to see a need for those in the business of food to be well informed about its role in personal health. Doing this may require the creation of new connections to ensure you have access to the necessary skills and knowledge that will ensure you are well prepared as the future unfolds.
In his book The Paradox of Choice, Barry Schwarz asserts that the abundance of choice we're faced with today can fool us into believing we have better options, are more likely to be satisfied, and that our decision making is more informed. However, his own and others research shows when we are faced with an abundance of choice, we actually find it harder to choose.
When it comes to food and nutrition trends, there's no shortage of choice. The constant flow of information that bombards our inboxes, events and meetings can see us sinking into a quick sand of choice – submerged by excessive amounts of intelligence it can be bewildering to make a decision about which path to take.
Information overload without a filtering system increases the risk of indecision and stagnation, delays the time taken to bring ideas to market and increases the risk of confusion rather than leading to the creation of clarity. Ultimately, this can be a contributor to the finding that 70-80% of new products in the grocery sector fail to succeed.
While the volume of information available at our fingertips provides significant opportunity for food businesses to create new marketing programs, products and key messages that engage consumers, its making that initial decision about which trends to follow that can often present the greatest challenge.
My experience working with food businesses over the years highlights the following is helpful to consider when it comes to monitoring and integrating trend information into your business.
- Pay attention to the source of the information. Information is easily accessed however varies significantly in quality. Know the sources you can trust and filter out those you can’t or are unsure of. When it comes to surveys and research findings, ask questions about methodology and ensure you have access to experts who can filter the information, pick the good from the bad, the relevant from the irrelevant and the well substantiated from the disreputable.
- Have clear intentions around how you will use the information – intelligence about trends can be interesting, read by your team, accessed and filed away. But that's a bit like reading the Sunday newspaper – it provides a source of information and entertainment but has no actual leverage within your business. Once it's tossed aside, it's rarely picked up and referred to again. To get around this, be clear on the intention of accessing data on trends. Know how you are going to use what you source and distribute. Who needs to read it? Is it better discussed than read? How can it be fed into relevant and current projects? Does it support your food philosophy?
- Systemise the distribution – information is only useful if it gets to the right people. With marketing and innovation teams often experiencing regular turn over, it’s easy to have people drop off the distribution list and miss important information relevant to executing their role. Systematize the distribution of your information and allocate responsibility for regularly reviewing and monitoring this to ensure it remains up to date.
As consumers become smarter and more informed about their food choices, their expectations of food businesses are growing. To meet the demands of today’s well informed consumer, food businesses need to up-skill and be experts in food and nutrition. Effective management of information gathering, assessment and distribution is critical for those looking to lead in the decades ahead.
As we reel towards the end of the year and start thinking about 2018, connecting with a more mindful consumer will likely be one of your top priorities.
And what better way to prepare for this shift in the market, than to practice your own mindful consumption habits.
The midst of the festive season provides the perfect opportunity to try this out while also helping reduce the risk of festive 'stuffocation' - a condition that leads to New Year's resolutions that can be hard to keep!
Here are 7 eating tips to try out over the last two weeks of 2017 to help you adopt the persona of 2018's 'mindful consumer':
1. Use a smaller plate. Putting food on a smaller plate gives the illusion you're eating more than you actually are, helping you feel satisfied with less.
2. Chew more. Research shows doubling the number of times you chew reduces kilojoule intake by 15%.
3. Stand away from the food table. Putting in an effort to walk to get food means you're less susceptible to mindless grazing.
4. Eat with attention. Focus on what you are eating, the taste, smell and texture and notice when you feel satisfied - then stop.
5. Be an epicurean eater. Select food using a filter of sensory and symbolic value - only eat those foods that make it to the top of your value list.
6. Sip don't gulp. Research shows sipping rather than gulping can reduce the amount you consume by around 30%.
7. Pleasure is higher when size is lower. When it comes to foods we eat for pleasure, like Christmas cake and pork crackling, a smaller serving size has been shown to provide a more satisfying experience. Serve yourself less, savour and enjoy.
Whatever this festive season holds for you, no doubt food will be playing a central role. To celebrate without the side effects of 'stuffocation', select quality over quantity and enjoy slowing down while sharing and enjoying fresh local food with great company.
Food is often referred to as a 'fast moving consumer good' and yet it is so much more than that.
Food has played a significant role in human history and culture. It provides nourishment, nutrients and energy - key ingredients that have enabled us to evolve from hunter gatherers to farmers, technologists and engineers. It has defined nations through it's central role in rituals, iconic dishes and celebrations.
However despite it's enduring place in history, and its essential role in everyday life, food has fallen down our ladder of priorities to the extent that it is classified as a fast moving consumer item - alongside cleaning products and toiletries. It now finds itself having to compete for our limited attention and our limited time.
It sits on supermarket shelves calling out to us with various claims that aim to top what the food next to it is saying. It sells it's soul by competing on 'value' offering two for one deals that encourage us to buy more than what we need. This feeds the short term buzz of reward that comes with snagging a bargain, but on the other hand, fuels a mindset that de-values food by supporting a thought process that finds it OK to toss out what we don't use because we didn't pay that much for it in the first place.
The true cost of our throw away attitude is not reflected in the price we pay at the checkout.
Soylent, the US meal replacement product that takes it's inspiration from the 1966 dystopian book Make Room! Make Room! is perhaps the ultimate example of just how far we have come. In it's marketing, Soylent highlights that one of its key benefits is that it takes away the inconvenience of having to chew. Really? Since when did chewing become an inconvenience?
If we've reduced our view of food to one where we see it as a simple consumer good and view chewing as an inconvenience, it's time to rethink our priorities.
The constant strive for convenience feeds a disconnection with the source of our food, in turn contributing to a lower level of respect for the effort and energy that goes into growing and making it. We all know it takes a village to raise a child, but we don't always respect that it's taking Mother Earth's resources to raise our food.
An over-emphasis on convenience as a means of selling food also fuels the idea that taking the time to cook and sit down to eat is a low value activity. But as naturally social creatures who survive on contact with each other, sharing food and meals is one of the things that glues us together and makes us human.
Perhaps it's time to re-think our drive for convenience and to challenge existing priorities.
It could be that growing, cooking and eating add more value to our lives than watching the latest episode of our favourite TV show, updating our social media pages, or staying longer at work.
While convenience will continue to play a role in helping people eat better within their current lifestyles, like many things, there's an optimal balance to be found between owning a farm and a herd and using UberEATS 24/7.
It's time to slow down. Food is precious and eating is a privilege - let's value them as such, both in our personal lives and in the way we develop, communicate and market foods to our customers and clients.
Teleport yourself to the year 2064. You step onto the street and notice that 1 in 4 people you pass are aged over 65 years. In fact, you can’t really tell how old they are because they’re so well 'preserved'.
Personalised and flexible
This group of citizens put their good health down to the personalised eating plan they adopted when they turned 40 back in 2020. Based on their genetic profile, combined with an understanding of their gut microbiome, their personalised eating plan was a welcome end to the frustrating years of following fad diets and ever changing health trends.
By checking in regularly with the personal humanoid they carry in their pocket, they're able to adapt their eating habits to fit their day to day activities. Taking photos of their food and receiving direct feedback about their suitability, makes it easy to incorporate flexibility while staying on track to manage their health.
As a result, they feel good, their energy level is up and they’re participating in voluntary work and hobbies that keep their brain active and stimulated.
I can see through you
For every person aged 65 years you pass, you note 1 in 5 are in fact aged over 85. Even though they are slowing down they’re living a good quality life thanks to their 3D printed organ replacements.
Their social life is good as their driver-less car enables them to get out of home and participate in social events so they regularly eat out.
They look to food to be interesting and provide a source of entertainment – something to talk about and marvel over. When the food arrives they scan it with their personal spectrometer to find out where it comes from – just to make sure the provenance claims on the menu are accurate.
More from less
They are conscious of not overdoing it so they look to their day to day food to provide the nutrients they need in the right amounts, while being softer in texture, easy to prepare and the right portion size for their reducing energy requirements.
Local and fresh
Most of their food is ordered online, although they do like to visit the artisan baker on Mondays and wander through the local market near the vertical farm on the weekends.
They feel lucky to have a ready supply of leafy greens and a selection of herbs as their neighbour picks them from the communal garden on the rooftop of their building. They sometimes leave their 50 square metre apartment to go up there themselves as it’s a great place to mingle with neighbours and catch up on the local gossip.
Once a year when the tomatoes are blooming the manager of the garden holds a ‘harvest’ lunch in the communal eating area to celebrate - an event they look forward to as a celebration of the special bonds that have developed within their community.
Prepared for the future
They feel grateful that back in 2020 food providers really became aware that their fastest growth market was the older population and started to prepare to meet their needs. It was then that they partnered with experts in aging, medicine, nutrition, psychology, agriculture and technology and things started to change for the better.
Those that expanded the horizons of their thinking back then are the brands on the table today. These businesses set up the foundation for growth alongside the expanding aging market. By focusing on solving their problems and meeting their needs, their growth and success was driven by innovation and differentiation and a long term, loyal customer base.
Teleport yourself back to the year 2017 and ask - will my food products be on the table in 2064?
If you're uncertain, consider what you can do now to grow along with the aging population:
- Do you have monitoring in place that keeps you up to date with advances in food and nutrition research relevant to the aging population?
- Will you benefit from collaborating with relevant experts in aging, nutrition, medicine, psychology and agriculture?
- Is your innovation team thinking far enough ahead?
Food has been snackified and liquified in an effort to mold it to fit our on the go lifestyles. We've fallen into the habit of desk top dining, kerbside crunching, gobbling and gulping on the go. But as our consciousness around the role food plays in our lives evolves to recognise the value that eating together brings to our physical, mental and social health and wellbeing, the future of food will see it return to the table.
Eating together enhances relationships
While talking with a colleague recently he was saying how relieved he was that he had been able to develop such a great relationship with his teenage step son. A challenging time of life for anyone, he put the success of the relationship down to the fact that each day, they sit down together as a family to eat dinner, taking their time, sitting around a table and talking. This daily ritual provides the space for his step son to open up and talk, to connect with him in a relaxed and meaningful way. An opportunity to communicate that otherwise doesn't exist in their on the go lifestyles.
Eating food around a table with others allows for connections to form with those important to us. It’s one way of nurturing valuable relationships.
Eating together enhances our health
What common sense will tell us is true, research has confirmed. In families with teenagers, those who eat dinner together more frequently have higher wellbeing scores, lower rates of depression and are more likely to be a healthy weight. With 1 in 5 Australians suffering a mental health problem at some point in their life, connecting through food, that’s eaten with others around a table, is one way to enhance our wellbeing.
How, when and with who we eat is as important as what we eat.
Eating together enhances brand engagement
Masterfoods recognised the value that eating together has for families in their Make Dinner Time Matter campaign while a Canadian company, Presidents Choice, has initiated a campaign based onthe hashtag #EatTogether with an emotionally compelling video in support. Companies are now recognising that 'health' is much more than physical wellbeing - it also incorporates mental, spiritual and social aspects and food can be a facilitator in each of these areas.
The future is about connections
While we often follow trends that are linked to the physical attributes of foods, such as convenience, nutritional features, packaging formats and price, supporting the value of eating together with others, provides another avenue for significant brand engagement.
This approach has the potential to connect with consumers by aligning with their values and beliefs. Encouraging the habit of eating together, provides those in the business of food with the opportunity to contribute to better personal and community health and to differentiate in the market by developing and demonstrating brand values that support the enjoyment of food.
3 useful questions to ask:
- What social aspects of eating do we encourage in our advertising and communications?
- Does our marketing support eating together with friends and family?
- Is there another element we could introduce that supports the value of eating with others?
Encouraging connections with others with food as a facilitator will increasingly create shared value with consumers in the future.
Transparency is currently a big deal for consumers and as a result has become a strategic priority for many food providers. We're starting to see more openness around what's in food products, how they are made and where they come from. Some are going a step further, taking an educational approach and providing a rationale for why different ingredients are used and what their function is.
This is positive - consumers appreciate more information when they seek it out.
However, the aim of being more transparent is to generate greater levels of consumer trust, and trust arises not only by being rational - it also requires an emotional connection.
Values Drive Trust
Work by the Center for Food Integrity has found that when it comes to generating trust, communicating with values is 3-5 times more effective than communicating with facts alone. If trust is the goal, listing your ingredients and their functions is a good start, but communicating with values will help you reach your goal faster and more effectively.
What are Your Food Values?
While most food businesses have corporate values, and often invest significantly in understanding consumer values, fewer have their own unique set of food values.
Food values are statements and commitments that help communicate to consumers what your company or brand believes about its food, the food system that sits behind it, the approach to marketing and labeling and the role your food plays to enhance consumers lives and the life of the community in which you operate.
Developing, executing and demonstrating these values in the market place provides significant opportunities for building and maintaining long term consumer trust.
Develop Your Food Values
I was asked recently when explaining this idea to a colleague, 'so what exactly is a food value?'. If you are asking this question too, here is an example from Sweet Earth Natural Foods, a US company that grew to $20 million in sales five years after launch. Their food values are clear statements that outline what their commitments are in relation to the production of their food, with examples as follows:
- Honour and sustain the land
- Cultivate a curious mind and palate
- Sustain a healthy body
These values help drive consumer trust which in turn drives consistent sales growth.
A set of food values, or a 'food philosophy' that incorporates what you believe about your food enables clarity in decision making, increases brand engagement and provides a reason for consumers to maintain their loyalty. It can also provide a greater sense of purpose, in turn leading to greater staff engagement, productivity and commitment to your business.
If developing your food philosophy is of interest to your business, a workshop program designed to facilitate this process will be of value. For further information go to my workshops page.
A few weeks ago I attended and presented at the Australian Institute of Food Science and Technology's (AIFST) 50th Anniversary Convention The Future of Food at ICC Sydney. The Convention hosted a great variety of presentations on current areas of interest to the food industry, along with some thought provoking perspectives on health and nutrition. Here are my top three takeouts from the conference:
1. How consumers define health is changing. In his presentation on understanding the iGeneration and Millenials, Justin Nel from Mintel highlighted that for younger generations, good health is no longer about what your weight is, or the results obtained from a visit to the GP, but rather it's defined by a broader perspective that encompasses living an overall healthy lifestyle. Eating a balanced diet and getting enough sleep are seen as key - along with cooking at home. This indicates a swing back to balance and simplicity, and away from more complex or hard to follow hipster food trends.
Implications & opportunities: traditionally, food marketers have drawn on the physical aspects of food, such as nutritional content or the absence of certain ingredients, to highlight health values. Current and future opportunities lie in broadening the definition of 'health' to incorporate the role of food in mind health and the important social aspects of eating together as part of an overall healthy lifestyle approach.
2. Working with values drives trust. Craig Heraughty, National Agribusiness Leader at Price Waterhouse Coopers, presented the closing keynote on day 1 which centred around trust, transparency and the bigger game. He said that unless you are adding value in a value chain you don't deserve to be in it. It’s therefore important to think about what your value proposition is. With health and nutrition being one of the key values driving consumer purchasing decisions, it is imperative that food businesses develop values around health and nutrition and identify how these values need to be applied in their business to remain competitive in the future.
Implications & opportunities: while transparency helps address the trust issue, communicating with values is also a key driver. Gaining clarity on your values around health and nutrition in order to resonate and connect with consumers now and in the future is an important strategic activity for food businesses.
3. Solving food problems makes good business sense. The presentation by Brianna Casey from Foodbank was one of my highlights of the conference. With 1 in 6 Australians experiencing food insecurity, individuals and businesses have a responsibility to address food waste and food loss in particular. It makes good social and business sense for food companies to be part of the solution.
Implications & opportunities: with more people today looking to work for businesses with a purpose, food companies have the opportunity to boost staff loyalty and team morale by getting involved in solving food related problems. Examples include helping address food insecurity, food waste and food loss and making it easier for people to eat better.