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From Farm to Fork: Food Tech, Origins and Security

16 August 2021 by Maria Mascaraque, Euromonitor International

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As food origins and food security trends converge with unprecedented investment in food tech, e-commerce and delivery, transparency is growing across the “farm to fork” journey. This will disrupt food supply chains, consumers’ path to purchase and the broader competitive landscape in food. These trends are very relevant in the fresh and packaged food industries as well as in pet food.

As consumer interest in food origins grows, technology will create new opportunities

Product origins will play a central role in the future of food, with locally-sourced products holding a distinct advantage. Local production has become a policy focus for governments, as food security concerns were exposed during the pandemic. Consumers are also turning to local food, which they view as safer, more sustainable, and an important part of their identity or heritage.

Interest in sustainability will also drive a focus on food origins. Brands that can credibly source food with an environmental or ethical purpose will resonate with more conscious consumers.

E-commerce and an increasingly tech-savvy consumer base will shape the evolution of this trend. Digital platforms will transform how people gather information on product origins and will create new expectations in areas like digital traceability. Marketplaces and social selling platforms will allow buyers to go directly to the source, creating new opportunities for messaging around origins.

Euromonitor International’s 2020 Voice of the Industry survey asked retailers to identify the most important changes driven by the pandemic. Respondents cited the shifts to digital channels and local sourcing as the most likely areas of permanent change.

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