Conclusion:
The All-Natural,
High Tech Future
of Food

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Steve Bryant
Director, Food & Beverage
Marketing; Managing Director,
MSLGROUP Seattle

@SteveBryantLive

The present paradox is that food consumers are reverting to the simplicity and trustworthiness of naturally grown foods fresh from the farm while at the same time benefitting from rapidly developing technologies that address the demands of urban living and the values of highly informed food and beverage consumers. The resulting tensions will require nuanced communications that help consumers navigate this new world and its unprecedented range of choices.

In reality, these are not opposing movements.

Food technology can help bring us foods that are safe without preservatives, colorful without dyes, and flavorful without artificial ingredients

Biological technology promises to deliver plant-based nutrition that allows us to maintain our “blood lust” for a juicy burger

Agricultural technology now helps us to harvest fresh food practically anywhere

Nutrigenomic technology will help us understand which foods to favor and avoid for our personal benefit

Digital communications technology helps us discover foods, refine our tastes, and determine which foods meet our particular needs and values, however specific

Biotechnology will help us feed a burgeoning population and adapt to an altered climate

Packing and distribution technology are putting ready-to-eat food easily in reach at any time

For communicators and marketers looking to leverage this trend to capture share of mouth, some key storytelling lessons emerge:

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Personalization
The more consumers know and the more choices they have, the more likely they are to prefer, even demand personal solutions that are the closest possible match for their tastes, values, health needs, and sensory desires. This phenomenon can fuel a high degree of market segmentation, but it also opens up opportunities for food makers and retailers
who can closely personalize their offers – and stories.

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