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1、The 2023 Trend Report|1The 2023 Trend Report|2In our 2022 Nourish Trend Report,I wrote that we were at an inflection point.Climate change had become an unignorable issue,with consumers demanding action from brands.Food inflation reached historic highs.And every generational cohort clamoured to be he

2、ard.Now were about to jump a decade forward on these issues,similar to how COVID accelerated the rate of change and adoption of online food and grocery ordering.Instead of a gradual trajectory,we will see trends leaping into the future.You might say were on the launching pad.The Future is Transforma

3、tiveA word from Jo-Ann McArthur,President,Nourish Food Marketing Weve moved beyond the point where individual actions make a real differenceIt will take a coordinated systems approach to solve climate issues.The US government has passed the most significant climate legislation in history(with a Troj

4、an Horse-type name the Inflation Reduction Act or IRA),targeting an estimated 3242%reduction in emissions compared to 2005 by the end of 20301.At COP27 in November 2022,experts and world leaders discussed food production for the first time surprising given food production is linked to 35%of total hu

5、man-made greenhouse gas emissions2.Expect a greater government and societal focus on food systems,food security,food sovereignty,and regenerative agriculture practices.For example,soil health is now recognized as being linked to human and planet health,something farmers have known all along.Climate

6、change now registers with all our senses including tasteIndeed,farmers are on the frontline of climate change,but its hard for even the average consumer not to notice or be affected by it.In one Saturday edition of the Globe&Mail newspaper,11 articles or ads were related to climate change.In a New Y

7、ork Times Sunday paper,there were nine.According to a recent Leger Poll,56%of Canadians and 45%of Americans believe they have personally experienced the effects of climate change where they live3.And the tastes of some crops,such as wine grapes and potatoes,are changing due to taint from forest fire

8、 smoke,extreme temperatures,and water conditions.While climate change concerns have grown,there continues to be that pesky consumer“intention versus action”gap.Consumers want to do the right thing,but only if its easy and doesnt involve too much sacrifice in terms of cost or taste or require too muc

9、h change.Its up to government and industry to move the agenda ahead and nudge consumers into the future.1Source:Rhodium Group A Turning Point for US Climate Progress:Assessing the Climate and Clean Energy Provisions in the Inflation Reduction Act|Rhodium Group 2Source:United Nations3Source:Climate C

10、hange and Extreme Weather Events,Leger 2022The 2023 Trend Report|3The 2023 Trend Report|4Climate change/global warming20212022Air quality(e.g.exhaust fumes,industrial emissions)Plastic pollution(e.g.ocean plastic)WatershortagesDeforestationWaste pollution(e.g.landfills)Food shortages due to drought

11、or crop failureChemicals entering the environment(e.g.pesticides)Loss of biodiversity on landLoss of biodiversity in the oceans39%36%36%33%27%27%26%26%24%17%17%20%18%18%17%23%24%31%36%46%Source:Mintel;8,000 global online consumers ages 16/18+March 2021;16,000 global online consumers aged 16/18+April

12、 2022Which of the following environmental issues are your top 3 concerns?The 2023 Trend Report|5Food connects and nourishes people let us nourish your businessThis is our seventh annual Trend Report,and whether its your first time reading or youve been along for some or all of the ride,I know youll

13、find the contents eye-opening and applicable to your business.As with our past Reports,many unaddressed opportunities are showcased in the 2023 edition,representing large markets from which you can profit.I like to say that because we are a specialist Food&Beverage agency and work across the entire

14、food ecosystem,we are in a privileged position,from where we can see how change progresses through that space.We consult multiple databases and conduct original research,making us uniquely capable of connecting dots in ways others may not yet see.As always,past trends continue to play out,and you ca

15、n access historical reports at our website,nourish.marketing.Enjoy our 2023 Nourish Trend Report and read it with an open mind and a critical eye.When youre finished,were happy to discuss ways to leverage this knowledge and how these trends will impact your specific category or part of the food ecos

16、ystem.Wed love to support you in your future food journey!Jo-Ann McArthur President&Founder07 The Rise of Reducatarianism:Trading“either/or”for“everything,but less”11 Good Eats,Better Sleeps:The role of food as a sleep aid to promote overall well-being14 This Ones for the Ladies:Female food is a mis

17、sed opportunity we can no longer overlook18 Food Without Borders:Social media unites us globally so we can shop and cook together20 Robots,AI,and Connected Kitchens:Food automation takes an overdue leap forward23 Breaking the Chains:Localized production offers an alternative to shaky global supply l

18、ines25 Closing the Loop:Self-contained food systems are the future28 From Science Fiction to Science Farming:Ag innovation sees exponential growth to meet environmental and market needs31 Solidarity for Sustainability:The future of eco-conscious agriculture is cooperative Our critical food&beverage

19、and agriculture industry trends for 2023The 2023 Trend Report|7The Rise of Reducatarianism:Trading“either/or”for“everything,but less”Our 2022 trend“Plant-Based 3.0”referenced the faltering faux meat category(Beyond Meat,Impossible Foods,etc.)as two ends of the plant-based spectrum emerged with a mov

20、ement away from ultra-processed products to embracing whats best about a plant rather than mimicking meat.Could the faux meat category be a transition point/interim step to reducatarianism,pure plant protein,and cell-based agriculture as regulatory and price hurdles come down?Cell-based agriculture

21、is growing animal protein cells in a bioreactor,using significantly reduced land and water resources and producing minimal greenhouse emissions.Its already being piloted in dairy,with Nestl,the worlds largest F&B company,partnering with food tech start-up Perfect Day to create animal-free milk produ

22、cts.Historically,labels like“plant-based”are meaningless since we have always eaten primarily plant-based food.Indeed,the term was coined in 1980 by a CornellUniversity nutritional biochemist studying plant-forward dietary practices in rural China.Most of the worlds great cuisines have traditionally

23、 been plant-driven.Legumes and vegetarian whole foods also provide more affordable protein options.Reducatarianism is about reducing meat intake rather than cutting it outA diet blending animal and vegetable proteins results in a more affordable household food budget and planetary budget.Again,it do

24、esnt have to be an either/or.It can be an AND.Consumers are naturally becoming less carnivorous due to climate change and animal welfare concerns,but they are not willing to compromise on taste.Instead,they will trade down on the protein cost scale to reduce climate impact,with high inflation accele

25、rating that reduction.A study out of the UK demonstrated that eco-labels on menus could nudge consumers to more sustainable food choices1.The 2023 Trend Report|8Source:Mintel;8,000 global online consumers aged 16/18+March 2021;16,000 global online consumers aged 16/18+April 2022Dietary classificatio

26、n:Consumers becoming less carnivorousCarnivoreOmnivoreFlexitarianPescatarianVegetarianVegan33%28%49%51%10%13%2%2%3%3%1%1%20212022Dietary classification:Consumers becoming less carnivorousSource:Mintel;8,000 global online consumers ages 16/18+March 2021;16,000 global online consumers aged 16/18+April

27、 2022Traditional animal agriculture will not be able to support the worlds growing need for protein.In North America,most of us consume more protein than our bodies can use,anyway.So if meat reduction rather than elimination makes the most consumer sense,then the industry will have to use less resou

28、rce-intensive production methods.As University of Guelph professor Mike von Massow says,“Its not the cow;its the how.”Sustainable ecosystems like grass-fed beef help protect one of the worlds most endangered biomes native grasslands and store carbon while promoting a diverse habitat.Because of this,

29、certified sustainable beef is endorsed by organizations like Ducks Unlimited,Nature Conservancy,and the Audubon Society.Processed food is still processed food,no matter what the protein isConsumers will embrace whole foods again as they continue to want cleaner and simpler ingredient decks and becom

30、e more intentional in their protein choices.The novelty factor of faux meats spurred trial,but now that the honeymoon period is over,consumers are demanding the same clean labels theyve been demanding in other categories.There has also been a lack of brand and product differentiation within the spac

31、e surprising considering the billions of dollars invested.Finally,these products were positioned as an either/or rather than an AND.If theres one thing no one likes,its being told what to do.Lab-grown or cultured meat allows consumers to enjoy the taste of meat without any guilt about animal welfare

32、 or carbon emissions.To really take hold,though,it will need a great marketing strategy,starting potentially with a better name:perhaps slaughter-free!1Source:“Do eco-labels on menus influence sustainable food choices?”Food Navigator,Oct.2022The 2023 Trend Report|9Calls to clean up ingredient lists

33、in plant-based will get louderAs the demand for clean label grows,so will the market for clean label additives.Source:SpoonshotFOOD FOR THOUGHTIs there an opportunity in your space to nudge consumers so they save money while also helping to save the planet?Can you design plant-forward meals with cle

34、aner ingredient decks?Can you better differentiate proteins to help consumers make confident choices?of consumer conversations on vegan/plant-based food were about clean eating.10%Plant-based liquid eggIngredients:Water,Mung Bean,Protein Isolate,Expeller-Pressed Canola Oil,Corn Starch,Contains less

35、than 2%of Baking Powder(sodium acid pyrophosphate,sodium bicarbonate,corn starch,monocalcium phosphate),Dehydrated Garlic,Dehydrated Onion,Carrot Extractives(colour),Turmeric Extractive(colour),Salt,Transglutaminase Standard eggIngredients:100%Liquid Egg Whites CONTAINS:Eggs Dried whole egg powderIn

36、gredients:Whole eggs,less than 2%sodium silicoaluminate as an anti-caking agent CONTAINS:Eggs11 INGREDIENTS1 INGREDIENTS2 INGREDIENTSThe 2023 Trend Report|10The 2023 Trend Report|11Boosting immunity was a focus during COVID and one of our 2021 trends.But its sleep that is the true foundation of heal

37、th.Pantones 2023 Color of the Year is“Digital Lavender,”which,according to research,induces sensations of tranquility and peace.According to McKinsey US research,“better sleep is the next-highest priority for consumers after better health,”with 45 per cent and 47 per cent of respondents,respectively

38、,naming them a“very high priority.”And,thanks to wearable technology,consumers have a clearer view of the quality and quantity of that sleep.As a result,there has been an investment increase in sleep technology funding of 66%in just one year1.Good Eats,Better Sleeps:The role of food as a sleep aid t

39、o promote overall well-beingThe 2023 Trend Report|12Good nutrition can help combat an epidemic of insufficient sleepThere is no question that diet and sleep are linked.Medical research now recognizes the connection between what you eat and the quantity and quality of your sleep,and how this affects

40、your food choices and your physical and mental well-being.Gone are the days of bragging about how few hours of sleep we need.Most consumers are not getting the recommended daily minimum amount of sleep an uninterrupted 7 hours for adults and 9 hours for children to allow for REM.Insufficient sleep i

41、s also linked to rising rates of being overweight or obese,with higher average metabolic syndrome scores.Scientists at the European Society of Cardiology Congress 2022 presented research suggesting that 90%of people have suboptimal sleeping patterns,which are associated with a higher likelihood of h

42、eart disease and stroke.They estimate that 70%of these cardiovascular conditions(and the top cause of death worldwide)could be prevented by a good nights sleep2.Poor sleep(quality and quantity)alters appetite hormones and is linked to food cravings and a higher intake of calories.Unfortunately,it al

43、so affects how we metabolize fat,creating a vicious circle.Interest in sleeping better is out there so where are the F&B brands?Lots has been written about eliminating caffeine in the evening and blue lights in bedrooms,and plenty of white noise machines and weighted blankets are sold in the pursuit

44、 of a good nights sleep.But,there has not been much focus on the role of food&beverage in aiding sleep.We know that foods rich in melatonin or melatonin-producing tryptophan include some berries and milk.Magnesium-rich brazil nuts and,of course,CBD can also help sleep.And,though“better sleep”has bee

45、n a growing consumer search term,they are not yet linking it to F&B,which signals an opportunity.Better Health4752Better Sleep4550Better Nutrition4048Better Fitness3945Better Mindfulness3541Better Appearance3037Consumer averageMillennialsMillennials prioritize health and wellness more than other gen

46、erations and plan to prioritize them even more in the near future High prioritization of health and wellness attributes today,millennials vs overall,%of respondentsSource:McKinsey U.S.Future of Wellness Survey,April 2022Jan 1,2004255075100Aug 1,2009Mar 1,2015Oct 1,2020Google Trends“Better Sleep”sear

47、ch term popularity amoung Americans from 2004-presentFOOD FOR THOUGHTThis is a huge addressable market and underserved need state that could use some product positioning and innovation.Do you have a product that is a natural sleep aid you could market to the sleep deprived?Can you develop new produc

48、ts or snacks that help consumers drift off to dreamland?Win this space,and youll see some serious brand loyalty.While some products go beyond supplements,they mainly focus on non-alcoholic beverages in place of the traditional nightcap.For example,Four Sigmatic,referenced in our 2019 Trend Report,se

49、lls an adaptogen-based hot chocolate for bedtime use.Strangely,not much else has happened in this space in recent years!1Source:Crunchbase News,2020 v.2019 2Source:Insufficient sleep in teenagers is associated with overweight and obesity,European Society of Cardiology 2022Google Trends“Better Sleep”

50、search term popularity in the US,2004presentThis Ones forthe Ladies:Female food is a missed opportunity we can no longer overlookWe first wrote about the food personalization trend in 2017,and its still growing in importance,particularly with younger generations.Consumers continue to take control of

51、 their health and well-being,with food seen as the first and easiest line of defence.Last years Trend Report discussed boomer-specific food needs,a large demographic that still wields considerable economic clout.But theres an even bigger market out there thats going almost totally without their need

52、-states met.Its time for female-specific F&B innovation.Key takeaway:women are not just smaller menLululemon introduced its first female sneaker on International Womens Day,recognizing that the shape of a females foot is not just a scaled-down version of a males.Yet,that is how most running shoes ar

53、e designed.Instead,they created a better shoe fit after researching the feet of more than a million women.Similarly,most health studies are focused on male bodies.A recent focus on womens health,with a 9x increase in published research papers between 2010 and 2020,promises to unlock more opportuniti

54、es for food manufacturers.However,there remains a gap between what researchers focus on and what consumers talk about.The 2023 Trend Report|14The 2023 Trend Report|15The shift toward personalization continues,particularly among millennials.Note:Figures may not sum,because of rounding.1Question:In ge

55、neral,how much more likely are you to prioritize personalized wellness products or services now vs 1 year ago?2Figures represent the sum of the top two and bottom two choices 3Question:Please indicate how strongly you agree or disagree with the following statement:“I prefer using brands whose produc

56、ts,services,and apps are personalized to me via connection with my personal data”Source:McKinsey&Company39519I am more likely to prioritize personalized2I am much less likely to prioritize personalized2Preference for personalized products,services and apps using personal dataStrongly agreeAgree30111

57、21810220253116837492910OverallGen ZMillennialsGen XBoomersPrioritization of personalization now vs 1 year ago1%of respondentsPrioritization of personalization3%of respondentsThe 2023 Trend Report|16Share of research papers(%)Share of conversationsTopicHealth benefit30.8 6.5 4.7 4.7 4.6 3.7 2.6 2.5 2

58、.4 1.7 1.7 11.5 8.8 5.6 5.2 5.2 3.6 3.3 3.3 2.9Reduces the Risk of TumourWeight LossImproves Mental HealthProduction of Red Blood CellsBone HealthDental HealthAntimicrobialInfant HealthAnti-inflammatoryHeart Health01020300.02.04.06.0WellnessMenopausePregnancyWeight LossGut HealthReproductive HealthM

59、ental HealthSelf-careDigestive HealthSkin CareLeading womens health issues from research papersLeading womens health topics in online consumer conversationsSource:SpoonshotOf course,anywhere we see a gap,we see an opportunity.And those opportunities are available at all life stages,from cradle to gr

60、ave,due to hormonal differences,pregnancy,menstruation,and menopause.There are lots of PMS teas on the market,but only a few other F&B products to help with those biology-driven food cravings.The Lactation Cookie Company based in Toronto supports breastfeeding mothers milk supply.From the UK,MPowder

61、 claims to be“the worlds first plant-based supplement powder range crafted to target the three distinct biochemical stages of the menopause.”And heres a brand that clearly“gets it”:Moodygirl Chocolate offers wellness for women with a bar that supports PMS symptoms.In keeping with the openness of you

62、nger women,their marketing is all about owning and celebrating this life stage.Remember,when putting your message out there,make it loud and clear taboos and whispering are for our grandparents generation!FOOD FOR THOUGHTDo you have a product rich in nutrients that could already support females uniq

63、ue needs if marketed right?Can you offer meals and beverages tailored for women to support them as they move through these different life stages?Considering females are more than half of the market,should retailers offer specific sections with gender-targeted products,similar to some health stores c

64、urrent practices?source:moody-The 2023 Trend Report|17The 2023 Trend Report|18Food Without Borders:Social media unites us globally so we can shop and cook togetherWe are wired to be social as a species.So while the tools may change(Facebook begets Instagram begets Snapchat begets TikTok begets.?),an

65、ything that allows us to be more social and participate in shared experiences will win.And though supply chains are moving away from globalization,social media encourages behaviour globalization.TikTok and KiTTCH(see their Walmart collab below)have“glocalized”food trends.Food is a universal language

66、,and now you can cook with people around the globe in a vast shared cultural experience.We see the merging and mixing of international food ingredients and preparation,allowing us to travel with our forks and our eyes to other kitchens worldwide.At the same time,social channels spread recipes at a p

67、ace never seen before.Automation may be the solution.source:Youtubeglocalization:nounthe practice of conducting business according to both local and global considerations.Source:Oxford Languages and GoogleInnovation in the food ecosystem traditionally started in fine dining,made its way down to QSRs

68、 and,finally,onto retail shelves.Now,its following a new path.Dalgona coffee was started by a TikToker in South Korea,resulting in a whipped coffee frenzy worldwide.Starbucks now promotes it using its VIA Instant,which can be purchased at retail,and Canadas largest Grocer sells a Presidents Choice D

69、algona Coffee Cake.The entire cooking process is converging on socialSomething magical happens when food,kitchens,recipes,and video come together on a social platform.New social media network Flavrs bridges the essential gap between browsing recipes and actually cooking them with integrated ingredie

70、nt shopping courtesy of Instacart.The app,with its motto“Watch Shop Eat,”launched in beta in September 2022 and is backed by celebrity chefs Eric Ripert and Tom Colicchio,with VC firm Andreessen Horowitz as a lead investor.It works to bridge the marketers challenge of nudging consumers from intentio

71、n to action.Looking ahead,the metaverse is currently overhyped,but it could become“the mall”for the next generation of consumers.FOOD FOR THOUGHTThe“phygital”world is where physical and digital intersect.Are you leveraging the power of social and using the right channels for your target?Are you harn

72、essing the power of video,shared experiences,and influencers?And does all that digital interface seamlessly with your customers physical interactions with your brand?Shopping and ordering will soon be embedded in everything,from social to IRL experiences.Where can you participate in this trend?What

73、will be the role of your brick-and-mortar operation?Most importantly,are you ready for this evolution in the consumer journey?The 2023 Trend Report|19Robots,AI,and Connected Kitchens:Food automation takes an overdue leap forwardIf you know agriculture,you know robots have become ubiquitous and indis

74、pensable on most modern farms.However,robotics is no longer just on the farm but also appearing in the home,as well as retail and foodservice.Based on demographic modelling,labour shortages will be a long-term issue that needs to be solved due to an aging population and declining fertility rates.Aut

75、omation may be part of the solution.The rise of eCommerce has been a challenge for Grocerys already thin margins.Automated grocery order fulfillment seen at Sobeys,through Krogers Ocado,and others is just a start to improving those margins.Sobeys also offers Smart Carts at some locations so you can

76、bypass the checkout line,while providing valuable data on how you shop.Amazon Go stores feature unattended checkouts for frictionless“Just Walk Out”convenience.Food tech at Grocery in the future will allow for more personalization and ease throughout the shoppers omnichannel journey(see our 2022 tre

77、nd“Remapping The Paths To Purchase”to learn more about this).The 2023 Trend Report|20The 2023 Trend Report|21Is Grocery+pharma on the cusp of integrating health and food shopping?Weve already seen the blurring lines of Grocery and drugstores.Beyond having traditional drugstore services with pharmaci

78、sts,most large chains also have an on-staff nutritionist or dietician.Loblaw purchased Shoppers Drug Mart in 2013,but has yet to fully leverage its potential.Walmart bought telehealth company MeMD in 2021,and Krogers Kroger Health division offers“Telenutrition(Medical Nutrition Therapy),”connecting

79、consumers with Registered Dieticians via one-on-one video calls.While standalone products like Noom and Viome already exist,the barrier to Grocery providing a more integrated full suite of services,from testing to nutrition recommendations to grocery basket fulfillment,is falling fast.Is the interse

80、ction of personalized food recommendations based on your biometric data far off?Health-conscious consumers already embrace wearable tech like digital fitness watches,and were now seeing non-diabetics using continuous glucose monitors(CGMs).Could this become the ultimate shopper loyalty program?Techn

81、ology may also help solve the packaging waste problem.While the LOOP reusable packaging system mentioned in our 2020 Trend Report has been slow to gain traction at Grocery,in-store models may have faster adoption.Refillable packaging for household cleaners is becoming commonplace,and this will expan

82、d within Grocery.Why?Because refill stations are another potential loyalty-building tool.And for suppliers,it provides an opportunity to think of packaging as an asset rather than an expense,as it can be refilled and used multiple times.A perfect storm of socio-economic factors has primed foodservic

83、e for robotsIn restaurants,robotics allows for not only perfectly prepared plates but can also bridge to more personalization of orders.Critically,in a labour shortage,robotics can sub in for those repetitive motions,ensuring consistent,high-quality output.Self-contained units like PizzaForno suppor

84、t pizza cravings 24/7 and in places where a standalone pizzeria wouldnt make economic sense.Several pizza chains are testing autonomous delivery vehicles,including one that can make your pizza en route,ensuring a piping hot pie is delivered to your hands at the drop-off point.Take that,30-minutes-or

85、-free!Beverage machines like Cana,a self-contained unit capable of mixing cold beverages of any flavour,flat or sparkling,and even alcoholic,had difficulty gaining both traction and investment.Still,an autonomous industrial-The 2023 Trend Report|22size bartending machine could make sense in the futu

86、re as a way to manage labour and alcohol costs with precise pours.No more Tom Cruise Cocktail-style shows that leave your profits spilled on the floor or bigger tipples for bigger tips.Our post-COVID(and we say that with hope,but knowing we may never get to kiss COVID fully goodbye)home kitchens are

87、 increasingly connected with the adoption of Bluetooth or WiFi-enabled appliances,and accelerating with smart refrigerators,ovens,and cooktops leading the charge.As energy costs continue to rise,demand may shift to smaller,more efficient appliances in place of traditional ovens.An example is the Ama

88、zon Smart Oven,a 4-in-1 microwave,convection oven,food warmer,and air fryer with over 30 presets that connects to Alexa.Taking home meal automation even further is Tovala,a 6-in-1 smart countertop oven that pairs with weekly meal delivery for dinners that come together in minutes.Not to be left behi

89、nd,pandemic darling Instant Pot now has a“Smart Wi-Fi”model that pairs with your smartphone and lets you monitor whats happening in your slow cooker from anywhere.They say a watched pot never boils,but what about a remotely monitored one?It may be time to update our proverbs and idioms for the digit

90、al era!FOOD FOR THOUGHTThe tech is already in play.Now,can you provide a bridge between consumer wearables and their desire for personalized diets?How will you incorporate robotics into your business to increase efficiencies while preserving the“hospitality hug”customers expect?Breaking the Chains:L

91、ocalized production offers an alternative to shaky global supply lines Local food has grown in importance with consumers,who see it as a sign of quality and evidence that youre supporting your community.Its also part of food system resiliency as we enter a period of global unrest,logistic constraint

92、s,and shifting economic partners,all coupled with climate change.Pulitzer award-winner Thomas Friedmans book The World Is Flat,released in 2005 to high acclaim,posited that the competitive playing fields between industrial and emerging markets were levelling,resulting in complex global supply chains

93、 and country outsourcing.Needless to say,it hasnt aged well.Today,the world is no longer flat,with a renewed focus on localization for shorter and more reliable supply chains.The new“glocal”shifts away from global food sourcing towards bolstered domestic supply chains to preserve food sovereignty.Th

94、e 2023 Trend Report|23The 2023 Trend Report|24FOOD FOR THOUGHTWhile you may assume consumers know your product is grown here,that might not be the case.Are you taking enough credit for or creating enough pride in locally grown and produced food?Consumers love a good story,so make sure you tell it!An

95、d a big part of food sovereignty is addressed in our next trendIt will take outside-the-box thinking to solve the food security crisisIndoor vertical farms are one example of a year-round,locally reliable food supply.In Canada,the Weston Family Foundation launched a$33-million Homegrown Innovation C

96、hallenge to spark innovation and future-proof food production in Canada.The staged competition supports the development of tools and technologies to enable Canadian farmers and producers to sustainably and competitively grow berries out of season.On the other hand,the idea that all things are availa

97、ble at all times is only as old as refrigerated transportation.Should we eat more in-season produce like our grandparents did to help reduce our reliance on imported food?Looking to labs for solutions,land-poor Singapore and Israel are leaders in food sovereignty due to necessity.Both lead efforts i

98、n cell-based agriculture and food-tech innovation.In fact,in December 2020,Singapore became the first country to approve the sale of cell-based chicken.As always,the answer will likely not be a single process but rather a combination of innovative approaches as we seek to shore up national food secu

99、rity.Closing the Loop:Self-contained food systems are the futureIt will take a coordinated effort across the food supply chain to meet climate emission goals,as we will need to produce more with less environmental impact.Expect more“co-opetition”as competitors work together to solve common problems.

100、Reducing food loss and waste will become a bigger focus,and garbage will be repurposed and upcycled into an asset.IBM Food Trust uses blockchain technology that decentralizes food supply chain data to identify food waste hot spots,allowing for ecosystem-level collaboration and optimization between c

101、ompanies and their suppliers.The 2023 Trend Report|25The 2023 Trend Report|26Many experts say we dont have a food production issue;we have a food distribution issue.The EPA estimates that one-third of the US food supply goes uneaten2.Expect to see more flexibility in retailer buying practices;if you

102、 can sell it,you can profit from it.A case in point is that Lidl is buying produce affected by drought that they would normally reject based on their specifications.In a high-inflation environment,consumers will be even more fixated on reducing food waste.Our great-grandparents lived in a closed-loo

103、p system,eating with the seasons helped by a cold cellar and naturally recycling everything from twine to glass milk bottles.While we dont want to go backwards in terms of our standard of living,we will need to reduce our carbon footprint.Fine dining is elevating eco-friendly operation For inspirati

104、on on how it can work,look to foodservice,where we already see closed-loop systems in restaurants growing their own food and finding a use for everything.In 2021,Michelin started awarding an annual Green Star to a restaurant that“combines culinary excellence with outstanding eco-friendly commitments

105、.”Tapping new sources for drinking water to combat droughtIn an era of water scarcity,water use will be optimized with nothing going down the drain.Agriculture already uses strategies to conserve water,with new methods coming online.Because California produces over a third of Americas vegetables and

106、 three-quarters of the countrys fruits and nuts and is amidst a historic drought,many innovative solutions are emerging from there.California regulators unanimously approved a USD 140 million desalination plant to convert ocean water into drinking water1.California food processors and manufacturers

107、are also developing creative new strategies.Tomato water from processing tomatoes into ketchup and tomato paste that used to be discarded is being recaptured and purified for drinking.The easiest way to divert food from the waste stream:eat itIn addition,California supermarkets and restaurants are n

108、ow required to give away any produce that is unsold but still fit to eat rather than go into the bin and then landfill.Organizations like Second Harvest in Canada rescue surplus food.Best-before dates are being eliminated in many countries.And while many consumers dont want to move away from best-be

109、fore dates,an intelligent bottle cap using gel technology has been developed that is more accurate than a best-before date.Some examples:Henry Robertson Dining Room at Pal Hall Hotel operates with a sustainable-first approach.The menu uses herbs,vegetables,and fruit grown onsite,utilizing the restau

110、rants compost,with other ingredients sourced from local farmers,growers,and fishers.An onsite hydroelectric plant powers the whole operation,and team uniforms are made from recycled plastic.Closer to home is Harbor House in California,where most of the food on the menu comes from within a 50-mile ra

111、dius and is picked up by the staff on their way to work,reducing their carbon footprint and minimizing boxes and packaging.They also forage for seaweed,mushrooms,herbs,and edible weeds in their area.The menu is primarily seafood and vegetables.They only use whole animals raised in sustainable ways,t

112、he animals are aged onsite at the Harbor House,and they tenderize and utilize the entire animal,not just the prime cuts.Anything left over is turned into sausage or terrines for breakfast at the inn.In addition,an onsite mechanical composter receives any unusable scraps to become compost for their v

113、egetable garden.They also reuse grey water to water the garden,and menus are printed on plantable seed paper.For a Canadian example with a similar ethos but no Michelin visit(yet),check out Newfoundlands Fogo Island Inn.Operating on a remote island creates unique supply challenges and offers an equa

114、lly unique opportunity to use locally foraged berries and edible plants,and,naturally,local seafood.1Source:California Agricultural Statistics,California Department of Food and Agriculture 2Source:ReRED.organd offers an equally unique opportunity to use locally foragedFOOD FOR THOUGHTOwn and share y

115、our journey!Its about progress,not perfection.Consumers need to see your commitment to change and your end goal and understand the steps you are taking.Discover your community.What sources for local produce and ingredients exist that you can transform into mutually beneficial partnerships?The 2023 T

116、rend Report|27From Science Fictionto Science Farming:Ag innovation sees exponential growth to meet environmental and market needs Farmers have faced pressures both to their wallets and the environment in which they raise crops.Rising input costs,labour shortages,increased regulatory pressure,water a

117、vailability,and extreme weather are all pushing farmers to innovate for a sustainable future.These challenges have led farmers to adopt new farm practices such as focusing on soil health,reduced tillage,planting cover crops,and participation in carbon sequestration programs.All these farming-practic

118、e changes support positive and meaningful impacts on the environment and their bottom line.Farmers are adopting innovative approaches for better economic and environmental outcomesBeyond practice changes,farmers are also looking at new advancements in agricultural input products and technologies.One

119、 area of rapid innovation and adoption is biological input products.As a substitute for or complement to synthetic inputs,biological products are in development that support soil health,fight against harmful insects and diseases,and create more fertile soil.Leading crop protection company Corteva Ag

120、riscience recently estimated that biological products could represent 2025%of the crop protection market,signalling that this category is ripe for significant growth.Our Agricultural TrendsTo better service our agri-business clients,Nourish Network combines the talents of Nourish Food Marketing and

121、our Canadian ag marketing partner Kahntact,along with those of our US-based partner,Curious Plot.Both Kahntact and Curious Plot contributed trends with an agri-food slant based on their own unique perspectives on the industry.Even if youre not directly involved in agriculture,we know youll find thes

122、e trends thought-provoking,insightful,and potentially actionable.The 2023 Trend Report|28The 2023 Trend Report|29New fields of technology beyond traditional“precision”or“decision”agriculture are also showing new promise for helping farmers meet the needs of growing more with less and doing so in eve

123、r more exacting circumstances.One exciting field of technology already providing meaningful benefits to farmers and consumers alike is gene editing.Not to be confused with gene modification,or GMO,gene editing using CRISPR-Cas9 technology makes subtle changes within a plants genome that couldoccur n

124、aturally on their own given enough time.While it is a relatively new technology,exciting developments include consumer benefit innovations such as reduced browning in produce,reduction in allergen levels,and extended shelf life.Farmer benefits being developed include stress resistance,improved yield

125、 abilities,and drought tolerance.Innovation in crop technologies,such as gene editing,will be critical as we seek to feed the growing population in a harsher environment.Consumers are increasingly seeking insight into their food choicesAs farmers continue to adopt new practices and technologies to g

126、row our food,it translates into how shoppers evaluate their food choices.Absence claims and clean-label shopping are not new,but we are seeing further growth in product labels providing visibility into how their food is grown.One such callout on packaging that has seen growth is labelling for food g

127、rown using regenerative farming/agriculture.Many potential practices could be deemed part of the informal definition of“regenerative agriculture”;they could include cover crops,reduced tillage,and crop rotations,among many others.Alpha Food Labs sells a line of crackers that each offer different ing

128、redients based on crop rotations from their farm suppliers.The 2023 Trend Report|30FOOD FOR THOUGHTAn increased focus on how our food is produced continues its growth in importance to your customers.Whether it be underscoring a products sustainability specifications,educating the consumer on benefic

129、ial technology used in producing their food,or using product specs to market to a niche segment,what opportunities are there for you to better understand and market the“how”in your product?What market demands can your supply chain uniquely fulfill?Are there opportunities to collaborate with your sup

130、pliers to create a more compelling product for your consumer?What characteristics of your ingredients could be better marketed on the label to fulfill consumer desires for more transparency?But its not only smaller and niche brands looking to regenerative practices to improve their food products and

131、 market to consumer interests.For example,food industry giant General Mills has partnered with farmers and suppliers to use sustainable practices on one million acres of ingredient crops for their food products by 2030.Clearer communication and an increasingly seamless value ecosystem between consum

132、ers,suppliers,manufacturers,and farmers will likely continue to drive the future of food.The 2023 Trend Report|31Solidarity forSustainability:The future of eco-conscious agriculture in Canada is cooperativeIdentifying trends in agriculture is challenging,if for no other reason than the fact that agr

133、iculture is a uniquely capital-intensive,weather-dependent,price-uncertain industry.The old saying goes that farmers are the only business owners who throw hundreds of thousands of dollars on the ground each spring in seed,fertilizer,and other inputs,plus fuel,machinery,and equipment costs and then

134、pray for rain.The high-risk nature of farming quite logically makes most farmers conservative by nature and slow to change their ways,especially when those ways have worked in the past.For a change to become a trend typically takes many growing seasons or production cycles;farmers will most often ta

135、ke a wait-and-see approach to almost any new technology,fad,or direction.Contrast this with consumers,the bulk of whom will eat anything they see on TikTok and cover their counters with the latest gizmos and gadgets.Having said that,sustainability is now clearly entrenchedin the lexicon of Canadian

136、agriculture,shaped by the need to feed a rapidly growing domestic and global population on an ever-shrinking land base while finding ways to reduce the environmental impacts of modern farming practices.Caring for the land and environment is nothing new in agOf course,farmers have long been regarded

137、as the original stewards of the land for both business and personal reasons.Because the vast majority of Canadian farms are family businesses,keeping the land healthy for the next generation is an imperative,not an option.A recently released report from the US-based Association of Equipment Manufact

138、urers summarizes the situation:farmers are challenged to“produce more with less environmental impact.”A simple concept but,of course,not so simple to implement.Out of this increased sense of urgency related to climate change and public perceptions of modern farming practices,government,NGOs,and indu

139、stry are stepping up their sustainability game.The 2023 Trend Report|33Here are some intriguing examples:FMC Canada is set to launch the fourth generation of its PrecisionPac(PPAC)technology.PPAC is a herbicide system that dispenses crop protection products geared to the specific weed challenges in

140、a particular field,calibrated precisely to the field size and sprayer capacity.This reduces overall herbicide load and reduces packaging waste.UKKO Agro is one of several ag-focused digital start-ups.UKKOs proprietary plug-and-play technology delivers field-specific staging and disease risk informat

141、ion 314 days in advance,suggesting where and when to take action.This allows farmers to apply only the products they need when they are needed with the potential to reduce total pesticide load in the environment,as well as save money The Canadian Roundtable for Sustainable Beef(CRSB)is devoted to ad

142、vancing sustainability in the Canadian beef industry.CRSB seeks to encourage production practices that are environmentally sound,socially responsible,and economically viable,prioritizing the planet,people,animals and overall progress in the industry.The result:many QSR chains,including McDonalds,A&W

143、,and Harveys,now feature certified sustainable beef on their menus.Government is committed to the sustainability movement too.On the federal level,the Canadian Agri-Food Sustainability Initiative(CASI),according to its website,is“building leadership and co-operation for supply chain sustainability d

144、ata,programs,tools,and collaboration opportunities.”Together with its partners,CASI seeks to“enable clarity and transparency in terms of capturing and communicating best management practices to improve economic,environmental,and social outcomes across the Canadian agri-food system.”Many provinces no

145、w require Environmental Farm Plans(EFPs)voluntarily prepared assessments by farm families to increase their environmental awareness.According to the Ontario governments website,through the EFP process,farmers“highlight their farms environmental strengths,identify areas of environmental concern and s

146、et realistic action plans with timetables to improve environmental conditions.Environmental cost-share programs are available to assist in implementing projects.”The challenges are clear,as is the trend.The key to a sustainable Canadian agri-food sector lies in the combination of technology,personal

147、 responsibility,and government focus designed to help farmers meet the food requirements of a growing planet.FOOD FOR THOUGHTWhat existing partnerships can you leverage in your sustainability journey?And,thinking even broader,are there other potential partners across the wider food ecosystem with wh

148、om you should be forming alliances?Are you effectively communicating the positive things youre already doing to all your partners along the food chain,including your end consumers?The 2023 Trend Report|34The 2023 Trend Report|35RESEARCHWe continuously analyze industry trends and conduct qualitative

149、and quantitative research,applying insight to action and increasing your chance of success.BRANDINGFrom brand persona to mission and vision to logos and more,well work with you to shape your brands identity.TEST KITCHENLed by our professional chef,recipe and flavour profile development are among our

150、 unique specialties.PACKAGINGOur shopper and industry knowledge,coupled with design expertise,gets your product onto shelves,into carts,and into hearts.VIDEO&PHOTOGRAPHYMouth-watering images created in our spacious and versatile in-house studio will put your products best foot forward.EVENTS&SAMPLIN

151、GPop-ups,food trucks,trade show booths and more;no matter the event,we can guide you from planning to execution and help you make valuable connections.DIGITAL SERVICESUnlock the power of thumb-stopping,click-worthy websites,social media,and digital ads crafted with data-driven insights to win hearts

152、,minds,and screen time.PR&INFLUENCER MARKETINGWhen its time to get the word out,we know how,when,and where to place your message to reach your audience most effectively.MULTICULTURALWe dont see cultural barriers;we see new audiences waiting for someone to connect with them on their terms.INTEGRATED

153、ADVERTISINGWith consistent,impactful messaging across a variety of channels,from traditional to new media,we move consumers along the path to purchase from field to fork.About Nourish Food MarketingAs Canadas only full-service marketing agency specializing in the food sector from field to fork,our e

154、xpertise runs the gamut.Discover what partnering with us can do for you.About Nourish NetworkNourish Network and Curious Plot form the only North American marketing communications alliance offering deep knowledge,experience,and expertise in both the agricultural and food spaces.We create authentic f

155、ield-to-fork communications for clients across the entire food ecosystem including commodity groups,producers and processors,food service,retailers,associations,and not-for-profit organizations that are strategic,insightful,and effective.To learn more:Jo-Ann McArthur,President,Nourish Food Marketing

156、+1(416)949-3817jnourish.marketingFor Canadian agricultural expertise:Rhett Hawkins,President,Kahntact+1(618)250-For US agricultural expertise:Mitch Van Kampen,President,Chief Strategy Officer,Curious Plot+1(317)670-1518mvankampencuriousplot.agencySource:2022 Nourish Thanksgiving Recipe Book,our exclusive gift to Nourish clients.