From Farm to Fork: Food Tech, Origins and Security

Delivery

This report comes in PPT.

Key Findings

Food origins are in the spotlight as trends converge and accelerate

Food security, sustainability and back-to-local trends are all converging to create a surge in demand for transparency and more information on food origins. All of these trends have been accelerated by COVID-19 and will persist beyond the pandemic.

Technology is creating new opportunities in food sourcing

The pandemic has also driven companies to invest in technology. Investments in e-commerce, delivery capabilities, automation and supply chain digitalisation are creating new opportunities to meet the growing demand around food sourcing.

Storytelling around origins – often via new mediums – is increasingly critical

Origin-based storytelling is becoming a more powerful tool for brand building. These stories are increasingly told through new technologies or mediums, as tech-based traceability tools, livestreaming, social selling and experiential elements take hold.

As markets pivot to local sourcing, food brands face a wider competitive set

This focus on origins will create an entirely new set of locally sourced competitors. As e-commerce and delivery shape the future, cross-industry competition will intensify as prepared and fresh foods compete more directly with packaged brands.

The direct sourcing revolution will fundamentally transform supply chains

Direct-to-consumer models will transform food supply chains as marketplaces allow shoppers to buy directly from the source (eg farmers or manufacturers). Emerging markets that lack modern distribution systems are primed for this change.