The Forecast // Millennials & Food is the second edition of a series of consumer trends & insights reports. This sample is an overview of Millennial consumers' attitudes towards their food and what responses are offered by brands and companies to cater to these new needs.
2. For their study reports, the Usbek & Rica team has analyzed, selected and prioritized the
collected information from a sociological, cultural, and marketing perspectives. To do so, they
have used a variety of tools, both internal and external, combining:
• Insights (analysis of research studies that have been published in the
media)
• Experts (interviews, fairs, conferences, seminars, round tables)
• Daily watch (specialized websites, blogs, social media, print and online
magazines)
• In-situ observations (travel trips, shop visits, art exhibitions, films,
advertising, the street)
The Forecast // Food | January 2015
Methodology
3. Introduction
In Western cultures, Millennials (18-34 years
old) and the younger Generation Z (12-24
years old) devote great interest, time and
energy to their foods and nutrition, certainly
more than any other demographic group.
Food crises, infant malnutrition, health-
related anxieties, globalization, cult of the
body, loss of tradition and transmission,
tyranny of freshness and hygiene and lack of
transparency are many factors that have led
food to take a prominent part of consumers’
routine, to the point that some of them have
made it a true lifestyle. Being trendy is no
longer defined by the clothes they wear but
also by the food they eat.
This unprecedented interest is also reflected
by the stardom of chefs and restaurateurs
who have been drawn from their kitchen by
the media and have become the celebrities
of modern times, as well as the rock stars of
yesteryear.
The Forecast // Food | January 2015
As they are shaping the food landscape of
tomorrow and transforming the way people
eat, consume and consider food, Millennials
and the Generation Z represent both new
challenges and business opportunities for
the food players. This trends & insights
report aims to help you deciphering
fundamental changes that are being at work
regarding consumers’ tastes, behaviors and
expectations.
Interestingly enough, our analysis
demonstrates that consumers are willing to
embrace trends that contradict each other.
Besides, decades ago, people were
convinced that the humanity would eat pills
in 2020; today’s reality evidences the
opposite with a massive return to more
humanity, conviviality, provenance and
tradition.
4. Experts l we’ve interviewed them, they’ve helped us
Benoît Castel is a French pastry chef
who previously worked with Hélène
Darroze, the Costes brothers, run the
pastry shop of Paris’ Grande Epicerie
du Bon Marché for eight years before
opening Josephine Bakery in the 6th
arrondissement. In 2013, Mickaël
Benichou and himself opened the
bakery-pastry ‘Liberté’ in the 10th
arrondissement. The innovative
concept aims to be a living place that
brings together conviviality,
transparency and style.
Bertrand Auboyneau describes
himself as "a bit of an opportunist" as
he entered the restaurant business
randomly, after having spent 25 years
doing different jobs. He first opened
the Bistro Paul Bert, a traditional
French Bistro, followed ... years later
by L'Ecailler that specializes in sea
food, and more recently by hip and
modern 6 Paul Bert that serves small
plates. In the meantime, Bertrand
Auboyneau co-edited with François
Simon the cooking book "French
Bistro: Seasonal recipes".
The Forecast // Food | January 2015
5. What are young consumers’ eating habits and how do they differ from
previous generations?
What do young consumers want and expect from the food industry
players?
What do brands, restaurants, supermarkets and retailers offer to
cater to their needs and demands?
What is the food lifestyle of Millennial and Gen Z consumers?
The Forecast // Food | January 2015
6. Table of contents (1)
#1 They are keen on improving their health
#2 They want to save time & energy
#3 They need practicality & convenience
#4 They still indulge their gustative senses
#5 They look for the cheapest option…
#6 …but they are willing to pay more for quality
#7 They make meal times a convivial and social experience
#8 They rely on their peer communities
#9 They hanker for variety & diversity
#10 They demand more transparency
The Forecast // Food | January 2015
7. Table of contents (2)
#11 They want it their way
#12 They engage and interact digitally
#13 They aim at acting greener
#14 They go for premium & gourmet
#15 They enjoy fancy dining experiences
#16 They like glamorizing food
#17 They are willing to learn
#18 They snack and opt for small bites
#19 They favor what’s local
#20 They go back to basics
The Forecast // Food | January 2015
8. 1# They are keen on improving their
health
What do consumers want?
The Forecast // Food | January 2015
9. As obesity rises and preventable diseases
such as diabetes and high blood pressure
increase, health is becoming a major public
concern — the U.S. Center for Disease
Control says that childhood obesity has
tripled since 1980, and according to the
Robert Wood Johnson Foundation nearly
half of all U.S. adults are projected to be
obese nationwide by 2032 if they maintain
current eating habits. Governments and big
corporations have launched major public
campaigns, TV commercials and nutrition
labels to increase consumer awareness
about global health issues. Although most
young consumers admit that healthy eating
is a challenge, especially in the face of rising
food costs, the desire to achieve an
improved quality of life is driving them to
pursue specific health and wellness
behaviors.
Millennials and Gen Z are now willing to
develop healthier eating habits, while
manufacturers are reformulating products to
eliminate or reduce the sugar, cholesterol,
trans and saturated fat and sodium content
of food. They’re moving away from artificial
ingredients and introducing products high in
fiber and protein, free from sugar, fat, and,
more recently, gluten. Young foodies are
favoring food ingredients with health benefits
(superfoods, gluten- and meat-free, fresh,
organic, whole grains etc.) and are opting for
more balanced, lighter meal compositions.
Health-driven consumers are well-informed,
they spend more, and they shop more
frequently than low health-committed
people. They are also expecting from food
brands and retailers that they play a strong
part in helping and supporting them in
adopting a healthy lifestyle.
Analysis of the trend
The Forecast // Food | January 2015
10. 72% of US adults eat reduced-fat foods.
NPD, February 2013
25% of global consumers place a premium on nutrition and
prioritize health in more than 70% of their food purchases. Those
shoppers tend to be more affluent, and are willing to spend more for
healthier products, accounting for 24% more sales value than the
average customer. And nearly two-thirds of the health-committed
cohort look to labels to provide guidance.
Dunnhumby, October 2014
Supporting insights
The Forecast // Food | January 2015
The US has more health-committed consumers than any other
country, and Americans are warier than their global counterparts
about product claims and less likely to trust labels.
Dunnhumby, October 2014
11. There is a real awareness now that we will
increasingly go for healthy food. We want to eat
without hurting ourselves. We will look for products
that are good for us. Today, people are opting for
quality and healthy products. Health is
a trend that will get stronger in the future.
- Benoit Castel, co-founder of Paris-based bakery-pastry Liberté
(January 3, 2015)
The best possible change for the American diet
would be less meat, less processed food, more
real cooking.
- Daniel Patterson, chef at the two-Michelin-starred San
Francisco restaurant Coi (Time, October 9, 2014)
What do experts say?
The Forecast // Food | January 2015
Ourexpert!
12. Coca-Cola launched in December 2014
‘Coca Cola Life’, a new and healthier
version of its famous soft drink as part of
government and industry efforts to tackle
obesity. The drink is a naturally
sweetened beverage with a third less
sugar and a third fewer calories in green
bottles and cans.
Featured examples
The Forecast // Food | January 2015
Snacks are also becoming healthier.
ProTings are a crispy, tortilla-like chip
made from pea-derived protein. The low-
sugar, low-calorie snack boasts 15
grams of protein per serving and comes
in Sea Salt, Chili Lime and Tangy
Southern BBQ flavors.
New York-based Italian restaurant
Del Posto offers an entire gluten-free
pasta menu. Chef Mark Ladner has
created a fresh gluten-free pasta recipe
so he can prepare every single one of the
pastas in a gluten-free version. After a
successful Kickstarter and a food truck
tour of colleges, he's opened a Pasta
Flyer pop-up restaurant in the West
Village in December 2014.
13. 2# They want to save time
What do consumers want?
The Forecast // Food | January 2015
14. Between demanding jobs and busy
personal schedules, the more people can
save time the better. They are even willing to
sacrifice the mealtime in favor of other
activities, be it work or leisure. “Many
shoppers plan meals just hours in advance,
seeking fast solutions and sometimes
replacing meals altogether with snacks”,
stated a 2014 survey from global research
firm Nielsen. Quickly grabbed at the
supermarket or from take-away restaurants,
lunch is eaten straight away. Dining
moments are sometimes replaced by
aperitifs, tapas or only evening drinks.
In the US, the casual dining segment
struggles as their targeted middle-class
consumers elect fast casual alternatives
(NYMag.com, 17 September 2014). The
trend is also gaining other parts of the world,
as quick service brands are the fastest-
growing restaurant category in India, for
instance. “This evolving demand contributes
to channel blurring and often drives retailers
into direct competition with foodservice”
according to research firm Nielsen.
Analysis of the trend
The Forecast // Food | January 2015
15. Repeat customers make up 71% of sales at quick-service restaurants, 68% of
sales at fast-casual operations versus only 51% at fine-dining restaurants.
The National Restaurant Association, 2013
Supporting insights
In France, the time slot devoted to lunch breaks was of 1 hour and 38
minutes in 1975 while it is of 31 minutes in 2014, versus 19 minutes in the US.
France TV Info, February 2014
Of the 51.5 million fast food visits made annually, only 40% are for a dine-in
occasion. The majority of visitors are choosing take-away.
EMMA, 2014
The Forecast // Food | January 2015
16. People don’t stop to eat anymore. The
supermarket next door has a huge range of
takeaway meals with a microwave located at the
entrance to warm them. It is a strong and global
trend. It's because we can make a phone call
while walking and eating one’s plate at the same
time. This allows to save time while being on the
move at the same time.
- Bertrand Auboyneau, owner of restaurants Le Paul Bert,
L’Ecailler and Le 6 (January 15, 2015)
What do experts say?
The Forecast // Food | January 2015
Ourexpert!
17. British premium ready meal retailer
Cook has launched the click and collect
service. From now on, customers are
able to place their order online and
collect it from a local store two hours
later.
Amazon Fresh is a same-day and early
morning delivery of fresh grocery,
everyday essentials, local products, and
Amazon.com items. Launched in the
US since a couple of years, it arrived in
France only in late 2013.
Since October 2014 in Paris, global fast
food chain Burger King allows its
customers to play a dedicated game on
their smartphone and “win the right” to
avoid queuing. They need to protect the
chain menu that a multitude of attackers
are trying to steal. Winners have 15
minutes to use their “right”.
Featured examples
The Forecast // Food | January 2015
18. 3# They need practicality & convenience
What do consumers want?
The Forecast // Food | January 2015
19. While people are engaging with food
more than ever, their ever busier, chaotic
urban lifestyles make home cooking more
difficult to achieve, especially during the
workweek. Despite trends towards real food
and home-grown ingredients, the reality is
that consumers still "grab and go". Always in
transit, young adults desire the food they
want, when and where they want it. They
need to find meals that not only are easily
portable and perfectly conditioned but also
available anywhere at anytime. This explains
the development of vending machines,
mobile kiosks, street food, breakfast menu
items and late-night eating options in
restaurants. Moreover, take-away and home
delivery options have never been so popular,
increasing drive-by dining. When they are at
home, consumers are willing to cook but
with less hassle in the kitchen. Easy-to-
prepare and ready-to-eat meals are key for
most of consumers who push demand for
food that they can consume both at-home
and on the move. Frozen foods are also on
the rise. Even the restaurant industry is
using thaw-and-serve items — bread,
pastry, pot pie and proteins from pork to
textured soy — as convenient ways to bring
high-quality food to their customers without
developing new areas of expertise. Last but
not least, consumers increasingly opt for on-
demand services, which brings them more
flexibility.
Analysis of the trend
The Forecast // Food | January 2015
20. 30% of US Millennials and 21% of US Gen Xers report that they've
purchased more frozen foods in the past year and 16% of the former expect
to spend more on frozen foods in the next year, citing convenience and the
shelf-life benefits of frozen items.
Acosta.com, 2014
Supporting insights
More than 60% of Millennials Jefferies surveyed had purchased ready-to-
eat meals in a supermarket within the past month, and more than 55% had
purchased meal components.
Jefferies, 2014
The Forecast // Food | January 2015
21. Today’s convenience food market is influenced
by a mix of culinary and diet trends, as well as
the Millennial generation’s lack of kitchen skills,
or unwillingness to spend hours hovering over a
hot stove.
- Sonja Puzic, food journalist (CTVNews.ca, August 20, 2014)
What do experts say?
The Forecast // Food | January 2015
Convenience is still a priority for shoppers, but
their definition of it has evolved. Convenience
isn't just about getting in and out of the store
quickly or going to the store nearest to you. It's
about going to the store that is going to best meet
your needs for an occasion. Convenience to
consumers might mean giving me a shortcut to
my meal this evening, giving me a sense of
discovery.
- Laurie Demeritt, CEO of The Hartman Group, which partnered
with FMI on the 2014 grocery shopper trends research.
22. Minipresso is a portable coffee
machine that fits in a pocket. It is “the
smallest and lightest manual espresso,
very convenient to operate and allowing
coffee drinkers to enjoy their favorite
espresso at home or on the go”, says
the firm. Unlike traditional portable coffee
systems, the Minipresso doesn’t use
batteries or a plug but users need to
pump the device to brew the coffee.
French start-up Vélissime is a nomadic
canteen that aims to being home-made
lunch to the office. The firm uses cycles
to go to companies’ offices and offer
home-made meals to the time-pressed
workers so that they can enjoy a healthy
lunch without wasting their time.
Featured examples
The Forecast // Food | January 2015
The Ampac E-Z SnackPak is a flexible
snack pouch that transforms from a
pyramid into a serving tray that takes the
shape of a canoe.
23. 4# They still indulge their
gustative senses
What do consumers want?
The Forecast // Food | January 2015
24. Despite growing awareness about
healthy eating, consumers don’t want to
compromise on taste. A large majority of the
global population continues to indulge with
comfort, sweet and junk food. The gloomy
societal context and hard living conditions
are leading consumers to take refuge in
good, earthy food. Treating oneself with
food is a simple pleasure that is easily
accessible to everyone and represents a
moment of enjoyment that can be
experienced both personally and collectively.
High-end burger chains are all the rage
these days, and brands like Smashburger
and Five Guys have announced impressive
results, while sales of hot dogs are also on
the rise in both US and non-US countries.
In the US, portions are getting bigger.
According to the New York City Department
of Health, the serving size of a beverage at a
US fast-food chain has more than
quadrupled, from 7 ounces to 32, since
1955, while french-fry portions have more
than doubled to 5.4 ounces.
Sweet food has also become a hit: from
cupcakes to donuts, from macaroons to
cronuts, a myriad of dedicated shops and
restaurants are opening in big cities. Sweet
is even increasingly favored as an alternative
to savory mains. American consumers even
eat desserts during morning and afternoon
hours as snacks or post-meal treats, noted
USA Today in 2013.
Analysis of the trend
The Forecast // Food | January 2015
25. Supporting insights
Butter consumption in the US has hit a 40-year high. In 2012, per capita
consumption was up 12% to 5.6 pounds while in 2013, bacon sales jumped
9.5% to a record $4 billion in the US.
USDA, 2013
About 40% of Americans indulge in dessert at least twice per week,
compared with 36% in 2010.
Technomic, 2014
In 2000, there were 1 burger versus 9 sandwiches while in 2013, there were 1
burger versus 7 sandwiches in France. This represents 970 million burgers
consumed by the French in 2013.
France TV Info, February 2014
The Forecast // Food | January 2015
26. I think there will be a mix between the ‘indulgent’
food and the ‘mandatory’ food. We eat both for
nutrition and taste; for now the two are
associated. But they also can be dissociated.
- Bertrand Auboyneau, owner of restaurants Le Paul Bert, L’Ecailler and
Le 6 (January 15, 2015)
What do experts say?
The Forecast // Food | January 2015
The growth of healthy options does not
automatically come at the expense of indulgent
offerings. There is room for both healthy foods
and occasional treats in consumers’ diets.
- Susan Dunn, executive vice president, Global Professional Services,
Nielsen (February 19, 2015)
Ourexpert!
27. Launched in January 2014, the Paris-
based food kiosk Choux d’enfer is a
collaborative effort by French top chefs
Alain Ducasse and Christophe Michalak
who’ve launched the street sweet food
movement.
Paris-based dessert-only restaurant
Dessance offers a selection of dishes
that can be eaten as both desserts and
main courses. Options include a
combination of violet-colored vitelotte
potato purée with raw and poached
apples, arugula and marjoram granité.
Featured examples
The Forecast // Food | January 2015
The spectacular popularity of American
burger chain Five Guys has led its
founders to expand in Europe with new
branches in Paris and London.
Customers had to wait in a two-hour line
the day of the opening.
28. 5# They look for the cheapest option…
The Forecast // Food | January 2015
What do consumers want?
29. Economic austerity has strongly impacted
the younger generations of consumers,
negatively affecting their future purchase
behavior. Millennials and Generation Z prefer
cheap food and focus on paying as little as
possible for products. Food expenditures
are often the first budget to be cut by young
adults who prefer spending their money on
leisure, electronics and travel activities.
These consumers are dining out less and,
when they do so, they are more likely to
value “very low prices”. If traffic data shows
a decline in restaurant visits from this critical
group, a study from RBC Research and the
NPD Group found that US Millennials have
driven significant traffic to “relatively
inexpensive brands” like Chipotle,
Wendy’s and Starbucks — “partly at the
expense of established mega-brands in fast
food and casual dining.”
Speaking of other generations, low-income
consumers are also opting for cheap and
poor-quality foods. In Italy, people are even
eating food well past its use-by date. In
response, supermarkets are promoting
expired goods, which they retail at
discounted prices. For their grocery
shopping, tight-budget consumers purchase
more entry-price products, private labels,
use group buying, browse online discounting
platforms, and visit value retailers. In
addition, people are dining at home more
often, deserting restaurants.
Analysis of the trend
The Forecast // Food | January 2015
30. Food Today & Tomorrow | January 2015
Nearly 40% of Millennials consider price to be extremely important —more
than other age groups.
DataEssentials, 2014
In 2014, 59% of Italians eat food past its date, with 15% eating food that is a
month or more old.
Italian farmers' association Coldiretti, 2014
Supporting insights
24 % of consumers who buy fresh prepared meals from the grocery store
instead of eating out in order to save money.
About half of 2014 FMI survey respondents (49%) said they are spending
the same amount on groceries this year as in 2013, and 20% are spending
less (FMI, 2014a).
The Food Marketing Institute, 2014
31. A large majority of low-income people go to the
supermarket next door to buy poor-quality
products. I protest against the fact that retirees
living in the countryside that have abandoned
their growing vegetable gardens and rather go
to the supermarket buy cheap products.
- Bertrand Auboyneau, owner of Paris-based restaurants Le Paul Bert,
L’Ecailler and Le 6 (January 15, 2015)
One class will eat industrialized food produced as
cheaply as possible at the expense of its workers
and natural resources.
- Marion Nestle is professor of nutrition, food studies, and public health at
New York University (Time, October 9, 2014)
What do experts say?
The Forecast // Food | January 2015
Ourexpert!
32. Featured examples
The Forecast // Food | January 2015
In March 2014, US retailer Fresh
Market featured Thursday’s
"Little Effort, Big Savings”
promotions, offering shoppers all
ingredients to make a meal for a family
of four for just $20. With regular price,
consumers would have spent $13
more, allowing significant savings.
In the UK, value supermarket chain
Poundland prices everything in the
store at £1 only. The same concept
exists in the US with the ‘Dollar stores’
and in other countries in Europe with
the ‘Euro stores’.
The Wriggle app connects Londoners
with last-minute money-off deals at food,
drink and entertainment establishments.
Select businesses offer empty seats or
perishable food at a discounted rate for
a limited period of time. Unlike Groupon,
Wriggle claims to work with a “hand-
picked” selection of independent
businesses, emphasizing their quality —
and takes a smaller-than-usual
commission on each sale (9.5%).
33. Find our complete analysis in the full report!
Contact us at: contact@usbek-et-rica.fr
You want to know more about food trends & insights?
The Forecast // Food | January 2015
37. Global consumer demand for protein is
about to outstrip supply, forcing food players
to find alternative answers. The cultivation of
insects – crickets, essentially - is now
considered by experts as a nutritious and
filling protein supplement, as said at Feed
the World in May 2014, the first-ever
international conference devoted to
entomophagy, or insect-eating. Scientists,
government officials and industry leaders
promote the use of insects as feed for
animals and food for humans in assuring
food security. The consumption of insects
was seen as a viable solution for overcoming
protein deficits in human populations. A new
generation of chefs, farmers, sustainability
experts, and adventure eaters is embracing
entomophagy, while fitness practitioners are
also showing increasing enthusiasm.
Tomorrow, farms and food companies alike
will increasingly craft insect-based products.
The main challenge for brands will be to go
beyond the “ew” factor and get eaters to
buy in. The keys to success? Making insects
and bugs nutritious and delicious while
showing they are a sustainable, ecologically
viable food source. Smart packaging and
contemporary branding solutions will help
make these unusual ingredients more
accepted by a wider audience.
Analysis of the trend
The Forecast // Food | January 2015
38. Hamilton
is
the
founder
and
CEO
of
the
Interna6onal
Culinary
Center.
Insect protein represents the first viable solution to the global food crisis…
[Crickets] produce 80 times less methane than cattle, can reproduce much
quicker, and barely require any water or space.
Brooklyn-based company Exo, 2014
Supporting insights
The Forecast // Food | January 2015
39. "If you can make insects look like great food, it will
make a huge difference [in the minds of
consumers]. However, we're going to have an issue
with labelling – you can't ignore that there is a bug
in your food.”
- Chris Cornyn, director of US-based food and drink agency Dine at 2014
Food Vision Conference
What do experts say?
The Forecast // Food | January 2015
40. In 2014, US company Exo launched a
crowdfunding campaign to support their
Exo protein bars, which are based on
cricket flour. British TV chef Kyle
Connaughton participated in the process
and created a recipe that includes more
usual ingredients such as raw cacao,
dates, coconut and almond butter.
US food start-up Six Foods has
developed a brand of crisps called Chirps,
which uses beans, rice and cricket-based.
Such products are both higher in proteins
and lower in fat compared to classic potato
crisps.
San Francisco-based food brand
Bitty Foods bakes its products with
cricket flour, thus incorporating insects
in the production process. Slow-roasted
crickets are said to be a tasty source of
sustainable nutrition, packed with
protein, healthy fats and micronutrients.
Featured examples
The Forecast // Food | January 2015
41. Big Cricket Farms is the first farm in the
US to raise crickets exclusively for
human consumption. They are currently
producing and shipping frozen crickets
and dried crickets, which are house
crickets, considered to be tastiest, and
are thus the most popular.
Next Millennium Farms is the first
industrial-sized edible insect farm in
North America that produces gluten-free
crickets and organic cricket flour. Unique
in its kind, the company breeds, raises
and process insects for human grade
consumption.
Featured examples
The Forecast // Food | January 2015
43. A United Nations’ study predicts that by
2050, the world’s population will approach
10 billion people with 75% of them living in
cities, which will entirely transform the face
of life on Earth. As a result, big cities will
need vast amounts of resources to keep
both their infrastructure and residents going,
leading to new solutions to turn urban
centers into self-sustaining entities. There is
a current wave of people moving to cities
and growing interest around food safety.
Farming is an activity that consumers are
increasingly adopting, both at the scale of
their neighborhood through community
gardens and at the scale of their own
interior with home farming. Community
gardening is becoming popular among
young adults, who are cultivating their own
foods in urban lots and suburban
backyards.
More than their parents, young generations
is highly concerned about GMOs issues,
processed foods and the high fossil-fuel
cost of transporting produce thousands of
miles. This has led them to adopt the
growing movement around sustainable
farm-to-table dining. Alongside highly
motivated Millennials, a growing number
of consumers of all ages are also adopting
the trend. Furthermore, the combination of
designers that are cleverly rethinking home
living with the advances of technologies are
providing consumers with innovative and
functional tools to make home farming both
accessible and affordable. For instance,
mobile-phone-controlled hydroponics
systems and micro greenhouses are
allowing them to get fresher and local food
products more easily.
Analysis of the trend
The Forecast // Food | January 2015
44. The number of US Millennial gardeners (age 18- to 34-year-old) swelled
63% between 2008 and 2013, from 8 million to 13 million.
The National Gardening Association report, 2014
Urban agricultural systems have the potential to provide city dwellers with
up to 50% of their food.
BBC, June 2013
Supporting insights
The Forecast // Food | January 2015
45. Every year $42 billion worth of houseplants are
thrown away because people just can’t take care of
them. Rather than modifying the plants, we aim to
build an environment in which they can thrive. We
are not there yet, but each of our product iterations
is a step closer to that goal and a source of funding
for further research and development.
- Matthias Lepp, founder of Click and Grow (PSFK Labs, July 28, 2013)
What do experts say?
The Forecast // Food | January 2015
46. British student Hyunee Hwang has
created the Nurture concept, a 'living'
fruit basket that provides health oriented
consumers with fresh fruit and
vegetables, offering them high quality
nutrition consumption at home.
Urban businesses are also embracing
micro farming with on-site growing
facilities. In a will to expand into indoor
agriculture, global electronics company
Toshiba has converted a Tokyo-based
disused factory into a
high-tech vegetable farm. Since
September 2014, the sterilized clean
room houses the cultivation of thousands
of lettuce plants.
French start-up
Prêt-à-Pousser provides home kits to
consumers who want to see
mushrooms growing in their own
interiors. The kit is very easy to use: you
just need to water once a day during 7
to 10 days to get a bunch of
mushrooms of about 300 grams, a
portion that is enough to cook a dish for
4 people.
Featured examples
The Forecast // Food | January 2015
47. Farmery is a US-based supermarket
concept where consumers can pick their
own produce thanks to on-site
harvesting facilities that are designed for
public use. At the Farmery, shipping,
packing, and handling are eliminated in
favor of right here, right now, IRL
cultivation.
Featured examples
The Forecast // Food | January 2015
Since August 2013, Relais & Châteaux
boasts the Home Ranch in Colorado, a
hotel planted in the middle of a working
farm. The farm provides meat as well as
most of the produce for the "haute
mountain cuisine” that is served in the
hotel’s restaurant. In the summer, an
open-air Farm Kitchen with a wood-fired
oven also prepares breakfast and small
plates.
The Drake hotel in Toronto owns a
garden that supplies its own produce
and salads. These locally grown
products are served to its patrons on the
same day.
48. Find our complete analysis in the full report!
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The Forecast // Food | January 2015