This report explores how trends in food origins and food security are converging with unprecedented investment in food tech, e-commerce and delivery. The intersection of these trends is creating a new era of transparency across the “farm to fork” journey, with disruptive implications for food supply chains and consumers’ path to purchase. Brands will face a new competitive landscape and must adapt with new methods of storytelling, pivoting to local sourcing and exploring new routes to market.
Food security, sustainability and back-to-local trends are all converging to create a surge in demand for transparency and more information on food origins. All of these trends have been accelerated by COVID-19 and will persist beyond the pandemic.
The pandemic has also driven companies to invest in technology. Investments in e-commerce, delivery capabilities, automation and supply chain digitalisation are creating new opportunities to meet the growing demand around food sourcing.
Origin-based storytelling is becoming a more powerful tool for brand building. These stories are increasingly told through new technologies or mediums, as tech-based traceability tools, livestreaming, social selling and experiential elements take hold.
This focus on origins will create an entirely new set of locally sourced competitors. As e-commerce and delivery shape the future, cross-industry competition will intensify as prepared and fresh foods compete more directly with packaged brands.
Direct-to-consumer models will transform food supply chains as marketplaces allow shoppers to buy directly from the source (eg farmers or manufacturers). Emerging markets that lack modern distribution systems are primed for this change.
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