Know what the problem is with the view of the future of food? That almost all forecasts are incorrect. Where, for example, all these cows the size of dogs that need to graze in my backyard? Where the food is in pill form? Despite decades of expectations, the insects also have replaced farm animals as a significant source of protein. But we still try to guess which food may be in 2069 year.
To where to start, we turn to max Elder from the Institute for the future think tank in Palo Alto, California. Helder works as a researcher in the Food Futures Lab, which companies and governments hire just for her work — imagine the cows in the backyard — or, in a particular case, blenders and refrigerators which can change the market products. Elder believes that regardless of implemented these concepts or not, participation in such speculation is of crucial importance for the formation of our world. Worth for a second stop dreaming about the future — and you will lose your role in its creation.
Today a grocery store as a species is undergoing a rapid change as more and more companies fighting for their share in the food sector. In the US, for example, is a market of 650 billion dollars. Old supermarket chain opposed to discounters like Walmart and Costco (which is Metro C&C) European immigrants Aldi and Lidl, as well as Amazon, which is steadily captures the retail trade since the acquisition of Whole Foods. All this competition creates an atmosphere of innovation because retailers are trying to outdo each other in exclusive products and services, cost, technology, and convenience. The choices they make, matter: eat everything and will not stop eating, and what we eat, is largely determined by the offer of grocery stores.
Predicting how it will develop the industry over the next several decades, elder said: "the Idea is to push people beyond notions of what is plausible and possible. What values are in question? What will the food system, if we optimise it under different values?". Think of it not so much about predictions, but about imagination. Imagine a world where steaks grow on trees (or at least in bioreactors), snacks are perfect for your flora, and morning coffee brought drones.
Fabio Parasecoli, Professor, Department of food studies and food at new York University, thought a lot about food and what it will be in the future. It is believed that in the future the whole paradigm of shopping sink into oblivion: Instacart, a grocery delivery service, has attracted more than $ 1 billion in 2018, and Amazon is stepping up its two-hour delivery service Prime Now in nearly all Whole Foods stores in the United States. Laziness is inherent in man will win, and more and more people will make purchases from the comfort of your sofa.
However, Parasecoli do not agree with this view. He sees in the future the emergence of retail stores, but with extended functionality. "Look around," he says. In addition to the spacious cafe in the store has an extensive prepared food section and some sort of food court with barbecue, burgers and salad kiosks. In a sense, Whole Foods is more of a restaurant than a grocery store.
Strolling through Whole Foods, Parasecoli points to what he sees as the main indicators of the trajectory of the grocery stores. It all starts with the entrance of the store: the first thing you see is a glass case filled with colorful candy, and from a nearby bakery wafts the smell of fresh bread. "This gives you an idea of the selection, abundance, quality and pleasure. More and more developments in the audible and olfactory environment".
Showing the section of fresh products, Parasecoli notes of apples. Instead of the usual three sorts — a dozen. "The more advanced supermarkets are stand out, offering a more diverse agriculture," he explains. On the other hand, the demonstration of the mounds of fruits and vegetables will disturb customers concerned about freshness and food waste. Imagine the merchandising in the style of the Apple store: one sample piece which you can scan and instantly receive from cooled underground storeroom.
With regard to plastic water bottles, in the future they will not. Exactly the same as the Styrofoam lost its popularity, plastics will increasingly be replaced by reusable containers and biodegradable alternatives.
Will we be in 50 years to buy whole ingredients — carrots and all that? Parasecoli believes that technology sometimes develop faster than culture, and consumers will continue to cook exactly as long as is necessary. Here, for example, a station where you can grind nuts to produce their own peanut butter, but the juicer is perhaps the most effective way of getting orange juice. People are eager to participate in their own food production. They use food to Express their passion, their individuality, their understanding. If time and funds, you will continue to cook.
Parasecoli does what futurists call "the amplification of weak signals" — looks at the data in real time and extrapolate them logically. The same approach is shared by the Mike Lee of Future Market, which explores how we produce and buythe food in the future. Whether working on design of food, I noticed that the automotive industry spends more money on production the wildly futuristic concept cars, and wondered why the food industry does the same. Future concept store of the Future Market, which will show the Winter Fancy Food Show in San Francisco on the future of biodiversity and sustainability of the food industry.
Lee believes that in the coming years, the number of digital purchases in grocery stores, likely will increase significantly, but the picture will change further. British retailer Ocado already close to a fully Autonomous grocery store; in the new distribution centre in Andover, England, Park robots that look like something between mailbox and Wall-E, sliding on a metal grid, collecting items from thousands of boxes placed under them, and packaging them into delivery orders. Ocado plans to license its technology to grocers around the world and eliminate the human work which is costly delivery services of products such as Instacart.
Another innovation, which will reduce the labor and trade problems of the stores in the near future: the lack of queues. In nine stores Amazon Go, located in Seattle, San Francisco and Chicago, Prime members can pick up their products without paying for them at the cashier before leaving.
As Parasecoli, Lee believes that physical grocery stores will definitely be different sizes, shapes and formats. People still like to touch, see and smell certain foods, such as fresh produce and fish, and we still visited grocery stores to find ready-made products such as chicken and grilled meals for dinner. For retailers there is a strong incentive to make their shops attractive: in stores buyers leave three times more money than on the Internet. In China, for example, the Internet giant Alibaba began to expand offline through its supermarket brand "Hema", where visitors can choose live seafood and cook them in front of you on an interactive food court.
Production of food on site — is not a new idea. But in the next century it can extend from cooking dishes to prepare and the ingredients. Grown in vitro meat is closer to becoming a commercial reality; lie said that a grocery store can be equipped with meat bioreactors in the basement and a hydroponic plant growing on the roof, which will produce fruits and vegetables for the shop, collecting rain water and offsetting carbon emissions in the store. Such a system would be environmentally effective, but would attract the interest of consumers to the freshness and the ability to track the flow of products.
But the aspect of our food future, which is more interested in Whether — and max elder is the appearance of the food system, in which the words of the elder, "consumers are more than just mouths at the end of the supply chain". Each of us gradually reveals more and more information about our needs and habits — from biometric data, which is collected wearable sensors to our online footprints and smart fridges that know what food supplies coming to an end — producers and sellers of food will be able to figure out what you want and what you need before you yourself know it.
At the same time, new production technologies, from 3D printing to hydroponic growing and cell cultivation meat, facilitate the development of a food personalized for an individual user. Put all of this together and you will get the food system in which food between the producer and the consumer there is a close feedback. The steak I bought for dinner, can be grown with exactly the calories and ratio of protein and fat that I need, plus a little iron, which will help to suppress the anemia in the Bud and it will be cooked on time.
If the products can meet the needs of consumers and customer experience I can. IBM has filed a patent application for drone delivery coffee, which you can call up the biometric data indicating fatigue. The Swedish startup is working on a so-called Moby Mart: self-contained, mobile mini-market that will be able to move around the city in response to the level of needs. "One possibility is that we won't go to the store for food, but the food will be coming from the store for us."
As if all this was not fine, these predictions ignore other, less pleasant sign of a more dark features of our food destiny. For example, the increasingly unequal distribution of wealth polarizes shopping and eating habits. Despite the acknowledged market growth natural and organic ingredients, people are still not used to them. The vision of our food future indicate a certain type of wealthy, technologically free consumer. What happens to all the others?
The Latest climate change reports indicate that in the absence of unprecedented interventions in many parts of the world will become unsuitable for food production, worsening food shortages, poverty and migration. Wild seafood will be little, if any, that you will remain. Most likely, the eating of animals — meat or fish, game or farm raised animals will bea privilege of the rich. Perhaps the meat plant and cellular basis will be good enough to fill the void, but listen to how it will look like the chicken is grown on a cellular basis?
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