One of the key insight trends of the Taste Tomorrow survey is ethical lifestyle. Consumers want to act responsibly and, as food and ethics are closely linked, they want to eat ethically as well. An increasing number of consumers are concerned about the growing world population. How will we be able to feed the world? Now and in the future? Change is needed in our food system to make it future-proof. That’s why Marco Gualtieri founded Seeds&Chips, the largest food innovation event in the world. “Collaboration is key to transforming the food system for a more sustainable future.”
Food is at the centre of everything
The FAO (Food and Agriculture Organization of the United Nations) estimates that food production needs to increase by 60-70% to feed around 9.2 billion people by 2050. This raises the question: where is food for all these people going to come from? The Taste Tomorrow survey shows that almost 90% of consumers expect food shortages in the future. Consequently, this is a worry for consumers and they are open to solutions. According to the Taste Tomorrow study, more efficient agricultural technologies and food-waste minimising technologies are the first solutions to consider in fighting worldwide food shortage.
Gualtieri confirms: “The problems are very serious, and change is in everyone's interest. Food is at the centre of everything, and many people are aware that these issues do not only concern nutrition but every aspect of our lives. Seeds&Chips (S&C) wants to drive innovation capable of changing the shape of cities, the opportunities for accessing food for all, and quality of life.”
It takes one spark to change the world
Aiming to create something that could really generate an impact, Marco Gualtieri founded Seeds&Chips – The Global Food Innovation Summit, six years ago. It functions as an international meeting point for innovators, influential experts and global leaders from the public and private sector to develop and implement solutions for the most pressing issues in food production and the broader supply chain.
“The summit brings thousands of innovators together from all over the world to build a better food system for all”, explains Gualtieri. “It showcases the latest ideas and state-of-the-art technologies that hold the potential to transform our food system – and help achieve the targets set by the United Nations in the 17 Sustainable Development Goals (SDGs). Setting the stage for big and small players to come together gives great minds the opportunity to make their voices count. It takes just one small spark for the next big idea to catch on around the world.”
Transforming the food system for a more sustainable future
In the vision of S&C, collaboration is key to transforming the food system for a more sustainable future. “We bring everyone together. Start-ups come to show their innovations to investment funds and companies that are interested in growth and development through external lines. Institutions and international organisations join us in having an additional sounding board for their initiatives. Together they are able to develop synergies and new business potentials.”
Teenovators: the voices of tomorrow
In 2017, when Seeds&Chips hosted former US president Barack Obama at the Milan Summit, they launched the ‘Teenovators’: young people under 18 who open the summit sessions with their thoughts and visions. “We decided to put these leaders of the future at the centre of the debate, as their contribution is fundamental in the search for solutions. They are the key, but also the engine for a generation that is much more aware and committed to the issues at hand, as Greta Thunberg's example teaches us. Their voices are crucial in the development of solutions to the global challenges they will inherit. With their choices and efforts, they will help humanity transition to a better food system.”
Evolution of the ethical lifestyle
In the opinion of Gualtieri, the ethical challenges of sustainable development are mainly due to the innovation of the food supply chain – a necessity, but at the same time, also a great opportunity. In fact, sustainable innovation is necessary and fundamental for the competitiveness of our food system. And at the same time, in this process of change there is a new economic sector that can create employment and wealth: “Understanding the important link that exists between ethical choices and opportunities for economic growth is the key to understanding the development of the coming decades.”
Are you curious to learn more about the ethical lifestyle trend? Learn all about it in the ethical lifestyle trend explanation, or discover five concepts that run their business in an ethical way by reducing food waste.