The future of food
A decade ago, we were focusing on lowfat products and nothing else. Genetically modified crops were just beginning. China and India as potential markets were unheard of. Baby Boomers were not yet feeling old. And a blackberry was just that, said Richard Lenny, president/CEO of Hershey Foods, said in an introductory speech.
And most of those topics came up during the next three days. Talk of emerging markets focused not just on future consumers but also on ingredient suppliers and potential competitors. The BRIC countries (Brazil, Russia, India and China) were mentioned often. Genetically modified crops were debated daily, with opinions ranging from Frankenfoods to solutions for world hunger. And there was a lot of thought about how far and how long can we continue the healthful evolution of foods.
Speakers included two food company CEOs Lenny and Stephen Sanger, chairman/CEO of General Mills representatives of foreign food associations, futurist Faith Popcorn, academics and government and regulatory officers.
In one interestingly succinct moment, members of panel were asked what would be the biggest coming upheavals in food. Answers included:
- Healthier oils, especially for brain and heart functions.
- More tailoring of products (especially crops) for their specific end use.
- Sustainability of numerous resources.
- Whats the next big threat? Will it be bird flu? Agro-terrorism? Something else?
Steve Gundrum, president/CEO of independent product development firm Mattson Co., told of the three-team ultimate cookie development contest we chronicled in our October issue ("Quest for the ultimate cookie"), which featured novel, software industry-like processes.
Some other bullet points:
- Food as a powerful national resource: The past year proved how OPEC has most of the world over a barrel because of oil. The U.S. has an abundance of food and is capable of producing even more, which could be used as strategically as energy.
- Scarcity of water: Whether its irrigating crops, hydrating livestock or mixing ingredients, water is a critical ingredient in the food chain. But water can no longer be treated as a given, much less a low-cost ingredient.
- China: Wouldnt you love to have customers in China? But how do you feel about ingredient suppliers from that huge market? How do you feel about low-cost Chinese competitors exporting here?
Editor's Note: For more information on GMA's Future of Food Conference, visit www.futureoffood.org.