As The Future Laboratory’s co-founder Martin Raymond puts it: ‘Food and drink brands need to disrupt by extracting cost through the use of alternative materials, substitute foodstuffs, smarter data supply chain capture – but crucially by co-partnering with consumers themselves in how they can adapt and change their tastes to accommodate hitherto unknown grains, ingredients, drink types that may be unfamiliar, or on face value, unpalatable.’
While much of the food crisis that has emerged revolves around logistics, in 2023 it will become one of supply, as economic and geopolitical factors massively disrupt production. Globally, an estimated 345m people’s lives are in immediate danger from acute food insecurity, while 828m people go to bed hungry, according to the World Food Programme. This is a crisis that ‘requires a comprehensive and well-coordinated approach to ensure complementarity and maximum efficiency in resource use,’ says the IMF.
With the Russian invasion of Ukraine – the world’s fifth largest exporter of wheat – disrupting annual sowing cycles, Ukraine president Volodymyr Zelensky warned on Twitter that 2023’s harvest could be halved.
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