Caterpillars, seaweed and iPods
Splash out on dinner at Heston Blumenthal’s Fat Duck restaurant, and you might find an iPod accompanies your seafood risotto. Sounds of the sea enhance the perceived freshness and flavours, and can also affect our sense of sweetness and saltiness.
Caterpillars, already popular in Africa, contain 28mg of protein per 100g, more than minced beef, and add 35mg of iron too. If you’re in search of a calcium boost, try grasshoppers.
Rising food prices, the growing population and environmental concerns make food one of the big debates for governments, and interest areas for investors. Meat production takes up huge amounts of land, consume water, diverts crops from humans, and adds to carbon emissions.
Insects, perhaps rebranding as micro-protein, could become a staple of our diets – low cost, requiring little space or water. With 1500 edible species, we could soon be tucking into nutrititous crickets and grasshoppers, ground into burgers. Wasps are a delicacy in Japan.
If you still want meat, your next steak could be sourced from a test-tube. Strips of muscle tissue using stem cells taken from cows, a little like calamari to look at, are grown in a lab, and then shaped to expectation, similar to existing meat substitutes such as Quorn.
Of course you could just become vegetarian, and still get a balanced diet.
Another source of improved eating, is sensory-engineering. Scientists have shown that look and smell affect how we taste. Condiment Junkie, a sonic-branding company is exploring how certain frequencies can compensate for sugar in foods, thereby improving health, as well as enhancing the whole cooking and eating experience.
However the most significant source of future food is likely to come from algae. 145 species of green, red, and brown seaweed is already eaten in huge quantities across Asia, often as a delicacy. Ground into other foods, its strong flavour can dramatically reduce the amount of salt used, for example in bread or prepared meals. Algae farming, for food as well as energy, could become the world’s largest crop industry by 2030.
“Gamechangers” in the world of food range from those who are delivering science fiction like Aerolife’s breathable pizza, more profitable business models like Nespresso, to others who are turning commodities into brands like Zespri and richer experiences like Juan Valdez.
Meet the Gamechangers in Futurefood
% Arabica – Asian minimalism, African coffee roastery, and Arabic meeting place
"% Arabica is about my love for coffee, design, and seeing the world". Ken's story begins in Tokyo, Japan. Being raised by parents who were enthusiasts of a universal language called ‘’Esperanto”, we would travel abroad every summer to attend a “World Esperanto Congress” held in different countries. My father was the owner of a manufacturing and trading company, and together with his frequent business trips, they would take me overseas whenever possible – ultimately helping to inspire my love of multiculturalism, design, and architecture.
Ava Winery – Turning water into wine ... including a $50 replica Dom Pérignon
Ava is a venture-backed food technology startup based in San Francisco creating synthetic wine without grapes or fermentation by analysing the molecular profile of wines to recreate and even perfect them. Ava's mission is to recreate the experience of wine without having to recreate the process of traditional winemaking, making the great vintages available to everyone.
Brewdog – Beer for punks, irreverent and brilliant
James Watt and Martin Dickie were bored of the industrially brewed lagers and stuffy ales that dominated the UK beer market. Sat in their local Scottish pub, they decided the best option was to brew our own. In April 2007 BrewDog was born.
Deliveroo – Food delivered as fast as a kangaroo
Deliveroo is an online food delivery company stretching form the UK across Europe to Dubai, Australia, and Hong Kong. Orders are placed through the Deliveroo website and then self-employed bicycle or motorcycle couriers transport orders from restaurants to customers.
Graze – Snacking reinvented ... fast, healthy, delivered
Graze is a London-based snack company which offers over 200 snack combinations - including nuts, small puddings, and porridge - through snack subscription boxes, an online shop and retailers. It expanded operations to include the United States in 2013, launching snacks into US retailers in 2016. In 2012, The Carlyle Group bought a majority share holding in the business.
Juan Valdez Café – From commodity to premium branded experience
Most coffee growers make a few cents or every bag sold to consumers, even less for every cup drunk. Colombia’s farmers decided to create their own branded experience.
Lewis Road Creamery – New Zealand's best ice cream and milkshakes
If you’re going to set out to make the world’s finest dairy from a converted shipping container in the Bay of Plenty, it goes without saying you’re not taking the most conventional route. But conventions have never been something Lewis Road Dairy have been much of a fan of anyway.
Mayrig – Cooking up a passion for Armenian culture
Whilst most of Armenia is long gone, the culture lives on through traditional recipes and incredible food that brings people together to share incredible food, and explore the stories that sustained a nation, and now still inspires a global tribe.
Nespresso – The business model with an extra shot
You might credit George Clooney with much of Nespresso’s brand appeal. But the money is in the pods. Whilst the coffee machines are sold at minimal prices, it is the addiction – or subscription – to the refills that drives profits.
Ossian Vides y Vinos – Organic fusions of wines from Segovia
"Ossian is history through the vineyards, it is passion in its grapes, it is life in its soil and it is an illusion in its elaboration process" says Pedro Ruiz Aragoneses
Red Bull – Space jumps, air races ... energy drinks and media house
Red Bull changed the game of energy drinks. But it is much more than a drink, it’s a brand that reflects an attitude to life, and can therefore do more. In fact it has become a media company, with some of the world’s most extreme physical events, amplified as digital content. Not as a promotion for its drinks, but as the core business, with drinks on the side.
Supr Daily – Digitalised milk delivery in Mumbai
68% of milk in India is adulterated with water, detergent powder or worse products. Supr "direct to home connect" removes all middle men involved thereby ensuring that the milk your family drinks is not tampered. Milk, bread, eggs, curd, paneer, coconut water, dosa batter, buttermilk and many more daily needs. Many customers plan their entire week the the online schedule, easily setting all your daily needs on auto pilot.
The East India Company – Recreating the exotic luxuries of empire
The East India Company was the world's first multinational company, dominating world trade for centuries. It made a wide range of elusive, exclusive and exotic ingredients familiar, affordable and available to the world; ingredients which today form part of our daily and national cuisines. Today it continues to develop and market unique and innovative products that breathe life into the history of the brand.
Vinomofo – Australian wine lovers community
Vinomofo is all about good wine, real people, and the most epic wine deals on the planet. Founded by André Eikmeier and Justin Dry in 2011 from an Adelaide garage, the business sources and sells wines that they drink and they think members will love too. “We represent a revolution against the bowties and bullshit of the wine snobs and posers who think wine is for the chosen few elite and educated. It’s not. We think everybody should be able to enjoy good wine, without feeling intimidated”
Zespri – Redefining the Chinese gooseberry as the Kiwi fruit
Kiwi fruit are a great example of market creation. Zespri, owned by New Zealand growers, shows how to build premium brands that increase the market size, whilst also capturing disproportionate value, and what might otherwise be a commodity market.