Future of food inspiration + information presentation, given to Finland's largest food company, S Group, in March 2017.

1. THE FUTURE IS HERE

2. THE FUTURE IS HERE
@JAMESWALLMAN

3. THE FUTURE ON YOUR PLATE

4. THE FUTURE ON YOUR PLATE
7 MARCH 2017

5. AGENDA
• HOW WE FORECAST
• FACTORS
• TRENDS
• SPRINGBOARDS

6. HOW WE FORECAST

7. William Gibson
“The future is already here,
it’s just not very evenly distributed.”

8. 1. Understand the
macro-trends
2. Investigate the
innovation
3. Use Diffusion of
Innovations curve

9. 1. Understand the
macro-trends
2. Investigate the
innovation
3. Use Diffusion of
Innovations curve

14. FACTORS

15. EVERYWARE
• AI, AR, VR, ML, IoT
• Automation
• Always-on
“Facebook has more
people than God on this
planet, and can reach
them on a mobile phone”
Scott Galloway, NYU Stern
vTime, the VR social network

16. EVERYWARE
• AI, AR, VR, ML, IoT
• Automation
• Always-on
“Facebook has more
people than God on this
planet, and can reach
them on a mobile phone”
Scott Galloway, NYU Stern
vTime, the VR social network

17. EVERYWARE
• AI, AR, VR, ML, IoT
• Automation
• Always-on
“Facebook has more
people than God on this
planet, and can reach
them on a mobile phone”
Scott Galloway, NYU Stern
vTime, the VR social network

18. THE FUTURE IS HERE
“Software is
eating the world”
Marc Andreesen,
Andreessen Horowitz

19. Videos don't work on Slideshare,
so I've removed all videos from this presentation.
And I’ve replaced them with links
to the same or similar video
on Youtube or Vimeo.

21. Amazon Go video where it looks, to 20th century eyes,
like the shopper is stealing something:
https://www.youtube.com/watch?v=1Yqr0fGfuwE

22. THE FUTURE IS HERE
MORE!
• More connected
• More data
• Busier
• Longer lives
• Higher expectations
• More customised
Duffie Grieve, 82, tennis champion
Image: Bolder, www.be-bolder.com

23. EXPERIENTIALISM
The fundamental values of our society are
changing.
• In the 20th century: scarcity & materialism
• In the 21st century: abundance &
“experientalism"

24. 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

25. Short from Rise of the Sufferfests featuring James Wallman:
https://www.youtube.com/watch?v=m2uFPH8T0JU

26. Source: Danny Dorling & Mark Maslin
CARBON
CONCERN
To hit the COP 21
target of <2°C,
humans must become a
carbon sink by 2070.

27. TESTING TIMES
“The pace of
technological change
[is] making heads spin.”
The Economist

28. TRENDS

29. KEY TRENDS
In May 2016:
• Uber-ization
• New new Nordic
• Zero waste
• Smart living/eating
• Vegetable hero
• New DIY
• New world flavours
Starship delivers around the world

30. Starship delivers around the world
KEY TRENDS
In May 2016:
• Uber-ization
• New new Nordic
• Zero waste
• Smart living/eating
• Vegetable hero
• New DIY
• New world flavours

31. CONVENIENT
CONNOISSEUR
CULTURE
People want to:
• escape digital work
• use their hands
• show they’re
sophisticated
Plated delivers $100m revenue per year

32. CONVENIENT
CONNOISSEUR
CULTURE
People want to:
• escape digital work
• use their hands
• show they’re
sophisticated
Plated delivers $100m revenue per year

33. Plated delivers $100m revenue per year
CONVENIENT
CONNOISSEUR
CULTURE
People want to:
• escape digital work
• use their hands
• show they’re
sophisticated

34. We will turn to digital
kitchen assistants in the
future, created by tech
giants and Silicon
Valley startups.
• LG, Samsung,
Whirlpool
• Brava, Innit
LG’s Hub Robot

35. 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

36. Video showing how a Samsung connected fridge makes life
easier, especially when you’re entertaining:
https://www.youtube.com/watch?v=yIaZpVlTKIc&t=1s

37. Regrained’s bars are made
with beer’s by-product.
ZERO WASTE
“Waste is a failure of
the imagination.”
Douglas McMaster, Silo

38. Winnow’s bins save
restaurants 3-8% on
food costs.
Winnow’s waste-reducing bin

39. Winnow’s waste-reducing bin
Winnow’s bins save
restaurants 3-8% on
food costs.
• An experiment in a
Seoul suburb where
145,000 people
weighed their
rubbish, reduced
waste by 30%

40. Hydroponic urban
farms, which reduce
food miles to zero, are
taking root around the
world.
• Infarm, Germany
• Growing
Underground, UK
• Alesca Life, China
Infarm

41. “Our farms are a
perfect synergy
between hardware
and software, creating
far greater production
efficiency than any
other technology in the
market.”
Infarm
Infarm

42. 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

43. Video showing how Edipeel makes fruit last longer:
https://www.youtube.com/watch?v=Z5Nvn8PtGSo

44. VEGETABLE HERO
Meat is being pushed off
the plate because:
• concern for the
environment
• health concerns: the
UN says meat causes
cancer
• photo-first
From vegan project, 31 Days

46. NY-based Euphebe is
“designed to break the
crappy food cycle
through great tasting
real food and a food
coach in your pocket.”
The 28-day detox by Euphebe

47. NEW FOODS
Taking advantage of
tech, innovators are
creating novel foods:
• Insects
• Algae
• 3D printing
• Bioactive peptides
from Nuritas
Natural Machines’ The Foodinini 3D printer

48. Soylent treats nutrition like a
problem to be fixed, and
food like software.
• Soylent Powder provides
“complete nutrition with
minimum effort” — just add
water
• Soylent Drink provides
20% of daily nutritional
requirements
• “Release Notes” are
regularly updated just like
a software product release

49. CLEAN MEAT
Scientists are now
creating low emission,
guilt-free meat.
• Memphis Meats
• Impossible Foods
• Bistro in Vitro
Impossible Food’s plant-burgers

50. All ingredients come
from plants, eg, water,
textured wheat protein,
and coconut oil.
Impossible Food’s plant-burgers

51. Impossible Food’s plant-burgers
All ingredients come
from plants, eg, water,
textured wheat protein,
and coconut oil.

52. REAL FOOD
In a disconnected,
digital, intangible
world, many hark back
to something real.
• Back to the Roots
• The New New Nordic
Back to the Roots’s Garden in a Can

53. This idea is at the heart
of the New New
Nordic.
• traditional cooking
• no-nonsense, no-frills
• local, simple,
indigenous
Chef & Sommelier, Helsinki

54. SMART EATING
Better technology +
health worries =
people know what
they’re eating.
• DietSensor scans the
chemical makeup of
food
• Now, in the
ChangHong H2
The Diet Sensor on holiday

55. Digital is enabling
brands to mass-
customise food.
• Vita Mojo lets diners
choose their
ingredients
Vita Mojo lets you choose what, and how much.

58. Habit calculates the best food for you
PERSONAL FOOD
Science-led startups
suggest foods based on
your personal genetic
makeup.
• DNA Fit
• Habit
• Tool Box Genomics

59. Day Two also considers
your microbiome.
• A pan-European
study found that
personalised nutrition
advice was
significantly more
likely to lead to
better health
outcomes.
Habit calculates the best food for you

61. Section from video about the gut biome by professors at the
Weizmann Institute of Science, Israel:
https://www.youtube.com/watch?v=Ryc5M3Ciytg

62. RADICAL
TRACEABILITY
The Blockchain can
trace all parts of your
food’s journey.
• Wal-mart and IBM
are testing the
blockchain in China.
Naomi Klein’s anti-brand book in 1999.

63. RADICAL
TRACEABILITY
The Blockchain can
trace all parts of your
food’s journey.
• Wal-mart and IBM
are testing the
blockchain in China.
The Economist’s pro-brand response in 2001.

64. POST LOGO
RADICAL
TRACEABILITY
The Blockchain can
trace all parts of your
food’s journey.
• Wal-mart and IBM
are testing the
blockchain in China.
Blockchain makes trust less relevant.

65. SPRINGBOARDS

66. How might we…
BE A ZERO (WASTE) HERO?

67. How might we…
DISRUPT OUR OWN BUSINESS MODEL?

68. How might we…
PERSONALISE THE FOOD WE SELL?

69. How might we…
BALANCE REAL FOOD WITH NEW FOOD?

70. How might we…
TURN OUR VEGETABLES INTO HEROES?

71. How might we…
CREATE SHARE-ABLE STORIES?

72. THE FUTURE ON YOUR PLATE

73. THANK YOU!
This presentation was turned from good to great thanks to:
• Ed White, senior editor Europe, IDEO
• Nadja Pinnavaia, founder, Euphebe
• Lucie Greene, worldwide director of trends, JWT
• Iulia Tudor, community manager, Google TechHub

74. THANK YOU!
This presentation was turned from good to great thanks to:
• Georgia Wing, researcher, The Future Is Here
• Katie Griffiths, producer, The Future Is Here
• Andrew Moo, marketing manager, Hatchery Asia
• Juhani Mykkänen, co-founder, Wolt

75. THANK YOU!
This presentation was turned from good to great thanks to:
• Elvina Hewitt, co-founder, ToolBox Genomics
• Helen Cathcart & Dominique Afacan, co-founders, Bolder
• Vicky Roberts, head of communications, vTime
• Danny Dorling, professor of geography, University of Oxford

76. THANK YOU!
This presentation was turned from good to great thanks to:
• Mark Maslin, professor of geography, University College London
• Dan Kurzrock, co-founder, ReGrained
• John Coupland, professor of food science, College of Agricultural
Sciences, Pennsylvania State University
• Erna Klupacs, marketing, Winnow
• Nina Elisabeth Børke, editor, 31 Days

77. THE FUTURE IS HERE
JAMES@THEFISH.CO / @JAMESWALLMAN