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1、The 2020trend reportnetworkThe 2020 Trend ReportOur 2020 Vision is Focused on the Year AheadWelcome to our fourth annual Trend Report.And by trends,we mean cultural forces and shifts,not fads.Fads are like a one-time volcanic eruption;theyre briefly hot before they cool like celery juice and then di
2、sappear.Trends are the tectonic plates that shift beneath the ground we walk on and reshape the landscape.New product development takes time,so we need to make sure were looking at a longer-term horizon.You cant afford to be last to the party.Looking back at our three previous Trend Reports,were hap
3、py to see that all still are actively reshaping the food industry and providing opportunities for producers,manufacturers,retailers,and foodservice providers in the coming year.2017 Trends Food with a Function,Naturally Occurring From Protein to Protein+Fibre Simply Made,Real Ingredients Take Me Hal
4、fway There Portability Made for Me Narrowing the Farm Gate to Dinner Plate Mindful Consumption Food is Food,Across Borders2018 Trends Disruption in the Way We Source and Purchase Food Disruption in the Way We Prepare Food Disruption with Radical Transparency and Food with a Story Disruption with Pla
5、nt-based Products Mainstreaming Disruption by the Intersection of Technology and Food Disruption from Nose to Tail,and Leaf to Root Disruption in Health&Wellness Disruption in When and How We Eat2019 Trends Shift From Mindful to Virtuous Consumption Shift From the Rise of Plant-based Products to the
6、 Rise of the Conscious Carnivore and Ethical Protein Shift From Diets to Selective Eating Food&Mood-Shift from Physical to Emotional Well-being Shift From Heart Health to Gut Health Shift to Blended Meals and Blended Shopping Shift from Millennials to Generation Z Shift from Truth to Trust Shifts in
7、 Canadas International Agri-food Industry Shift to Precision Agriculture Shift in Public Trust of Canadian Agriculture The 2020 Trend ReportWeve included trends on farming again for 2020,as we work to narrow the gap between food and agriculture,and consumers and farmers.The 2019 Canadian Centre for
8、Food Integrity Public Trust Research report shows that 91%of Canadians know little or nothing about modern farming practices but,60%of Canadians are interested in knowing more.This spells opportunity for everyone on the field-to-table continuum.We arent passing judgement or making value statements.W
9、ere just reporting what we see on the horizon.With clients on all sides of these trends,we have the privilege of working across the entire food ecosystem and multiple categories,so were in a unique place to connect the dots to create meaning.2020 will be your year.And hers.And his.It will be a year
10、of individuals taking small steps to make the world a better place.And they are defining that world as increasingly local.At the same time,they will more than ever expect companies to know them and provide customization.Gone are the days of mass production as we move to an era of mass personalizatio
11、n.This year,its all about Me.Here are the trends you need to watch and adjust for in 2020:Unpackage Me:Solutions Beyond Recycling Sober Me:Rethinking Alcohol for a New Generation of Drinkers Know Me:AI and Hyperpersonalizing FoodserviceSave Me:Environmental Impact-Based EatingScience Me:Redefining“R
12、eal”Food in the High-Tech EraEntertain Me:Evolving Grocery Shopping from Chore to ExperienceKeto Me:The Evolution of Lifestyle Eating From No-Carb to Slow-CarbNourish Me:Serving Local Food in Public InstitutionsNear Me:Farming Gets Closer to the ConsumerTeach Me:Consumers Want to Know More About Mod
13、ern Farming PracticesWill farmers,producers,and modern agriculture take steps to connect with consumers?And,will Big Food be nimble enough to meet the challenges ahead,or will we continue to see new upstarts drive future innovation?Hang on to your hats its about to get personal.starting to see reduc
14、tion strategies-circular loop systems,bring your own packaging,and so on.Unpackage Me:Solutions Beyond RecyclingSingle-use plastics(SUPs),a term that wasnt part of the consumer lexicon two years ago,are the number one issue facing the food industry right now.Some players are responding and working t
15、ogether towards more sustainable packaging.But,we expect this to get a more radical push from consumers as they pursue more reduction strategies rather than recycle strategies.A study conducted by the Agri-Food Analytics Lab at Dalhousie University found that 94%of Canadians surveyed said they are“p
16、ersonally motivated to reduce single-use plastic food packaging because of its environmental impacts.”The same study found that 71%of Canadians support a ban on all SUPs used for food packaging,and 56%of Canadians are already actively shopping for food with non-plastic packaging.There is mass confus
17、ion over what can and cant be recycled,even between municipalities.How can the consumer possibly get this right?Instead,we are The 2020 Trend Report(Source:Dalhousie University-The single-use plastics dilemma:Perceptions and possible solutions.2019)Will edible packaging take hold?While The Glenlivet
18、s recent whisky pods made from seaweed that consumers can eat created some excitement,it feels like more of a fad than a trend,akin to the rise and sudden fall of insect protein.will test TerraCycles Loop program in 2020 for some of its Presidents Choice products,as well as select national brands.Pr
19、oducts are packaged in a more durable packaging form that is later collected,cleaned,refilled and reused,creating a packaging loop.Will this circular packaging solution lock in brand loyalty?There seems to be a need for a guilt offset as online shopping creates more waste.Shoppers are starting to br
20、ing their own containers to bulk bins and Unboxed-type markets with refilling stations.Metro Quebec is allowing shoppers to bring their own containers to shop in some categories.Loblaws The 2020 Trend ReportFastCompany innovation winner CupClub uses a systems approach treating packaging as a service
21、 with its industry-standard coffee cup that can be reused 132 times.The same Dalhousie study found that 38%of Canadians said they were willing to pay a premium for biodegradable packaging,and that intention goes up the younger the person is.Grocery stores and takeout generate a lot of packaging wast
22、e.What biodegradable or compostable solutions are out there?Innovative Canadian company Nature Knows sells its ready-to-eat branded produce in corn-based bags that are 100%compostable while also extending product shelf life by 50%.Shoppers have talked a good game for a while now,saying they would be
23、 willing to pay more for sustainability.But,their grocery choices havent matched those intentions.That may start to change,but consumers will still expect the Food Industry to do most of the work.Things to consider:If youre a Manufacturer:If consumers start bringing their own containers,what impact
24、will this have on branding efforts?With the produce trend to“food in the nude”,how will you tell the origin story?How will producers and manufacturers be able to communicate their point of difference and story?What biodegradable/compostable packaging solutions should you invest in today to future-pr
25、oof your product and start locking in future brand loyalty?If youre a Retailer:How can you show youre committed to supporting this change and still ensure product safety?If youre in Food Service:How do you satisfy the consumers desire for increased portability with less plastic?than a drink recreate
26、d from the ground up.Non-alcoholic beers are now marketed in the same way as mainstream beers.Even sodas are becoming more sophisticated and premium.Based on the 2019 Restaurants Canada Chef Survey,there appears to be a bit of a disconnect between what consumers want and what Industry thinks they wa
27、nt.Industry thinks it means kombucha while consumers are actually looking for fancy lemonades,sparkling waters,and iced teas.Were also seeing the consumers desire for authentic international cuisine starting to extend to beverages.If your restaurant offers an international menu,what globally-inspire
28、d hot or cold drinks can you offer to expand the experience?Some of the big players in beverage are reacting,blurring the lines between alcoholic and non-alcoholic drinks,and setting themselves up for future cannabis-infused products.Generation Z and millennials are distancing themselves from their
29、boozy parents.Theyre drinking less and embracing the new FOMA(fear of missing alcohol)outlined in Ruby Warringtons best-selling book on alcohol reduction as the next stage in the wellness revolution.Sobriety is becoming hip,especially in a time of legal cannabis.This doesnt mean the end of alcohol i
30、s nigh.But,it is translating into expensive artisanal cocktails at popular bars rather than total abstinence and AA meetings.The term“mindful drinking”,coming from a book by Rosamund Dean,means drink less and think about it more.Both books have created online movements to support and celebrate this
31、new sobriety and way of drinking.Also contributing to growth in this space is the legalization of cannabis,which is viewed by consumers as being healthier and lower calorie than alcohol.Beverages traditionally in this space have been about“less”rather than“more”;less adult and less flavour,with alco
32、hol stripped out rather The 2020 Trend ReportSober Me:Rethinking Alcohol for a New Generation of DrinkersDiageo,one of the worlds largest alcohol distillers,recently purchased alcohol-free spirits company Seedlip.Coca-Cola has launched a line of cocktail-inspired beverages called“Bar None.”Pepsi lau
33、nched a limited edition non-alc sparkling ros cola.And,Molson Coors Brewing Company recently announced it is dropping“Brewing”from its name as it adapts to these new opportunities,purchasing non-alcoholic beverage incubator L.A.Libations.The 2020 Trend ReportThings to consider:If youre a Manufacture
34、r:There are still unmet needs with this emerging no-or low-alcohol movement,including new,more adult flavours,more premium ingredients,packaging,and experiences.What products can you develop to allow these consumers to drink“better”?If youre a Retailer:The newer generations grew up with private labe
35、l products and view them as high quality.They want to support smaller brands with a story.Can you add a story to your private label products?If youre in Food Service:How can you capitalize on your guests desires for more adult non-alcoholic beverages on-premise?Is there now an opportunity to sell th
36、ese beverages off-premise as well to capture lost revenue from on-premise alcohol sales?The 2020 Trend ReportKnow Me:AI and Hyperpersonalizing Foodservice Were starting to see personal AI wellness consultants that analyze your DNA,your lifestyle,and your microbiome to develop a customized way of eat
37、ing.That cell phone we all carry is increasingly becoming a portable lab with increasing functionality to measure our wellbeing.Sounds a lot like Dr.McCoys tricorder,doesnt it?Businesses can now develop products and content customized for consumers based on their needs and preferences.You can person
38、alize recipe content or promotional offers online and develop customized meal-kits and protein bars.Walmart purchased AI company Aspectiva in 2019,allowing it to offer personalized product recommendations based on shopper browsing behaviour.McDonalds purchased two AI companies in 2019 Dynamic Yield
39、and Apprente.Its now testing menu boards that can change based on weather patterns,as well as recognize licence plates,enabling purchase suggestions based on the customers past orders.IBMs Watson is working with manufacturers to spot trends earlier,so lead times for innovative new food and beverage
40、products are reduced by up to seven months.According to Nielsen data,85%of new product launches fail within 18 to 24 months;AI should be a welcome addition to increase those poor odds of success.The Watson Trendspotter tool captures data from various sources like Google,Instagram,QSR menus and other
41、 social forums and applies a proprietary algorithm to spot trends ahead of the trend.But,efforts to“Know Me”dont need to be high-tech.Some companies are successfully tapping into consumer nostalgia with limited-time releases,like the revival of New Coke to coincide with Netflixs 80s-based series,Str
42、anger Things.Apparently,enough time had passed since one of the most epic marketing failures of all time for Coca-Cola to feel comfortable enough to bring it back.Things to consider:If youre a Manufacturer:What limited-time offering could you bring back to tap into consumers desire for their past?If
43、 youre a Retailer:For consumers to share their personal data,they need to trust your privacy practices and feel there is a worthwhile exchange of value for doing so.How can you make shoppers lives better?If youre in Food Service:How can you be transparent in the AI youre using,and how youre applying
44、 it to make your customers lives better,so they dont feel creeped out by it?The 2020 Trend ReportSave Me:Environmental Impact-Based EatingClimate change emerged as a top issue in the recent Canadian federal election.Will consumers start eating based on environmental or climate impact?Italy has recen
45、tly mandated schools to incorporate 33 hours of climate change-related curriculum annually.Students globally are marching against climate change during Fridays for Future protests.And,according to an NPR/Ipsos poll,more than 80%of U.S.parents support teaching climate change in school.Will this resul
46、t in a“climatarian”diet where consumers start making food choices not based on food preferences or values but instead based on carbon footprint and lower environmental impact?Should Climate Change Be Taught In School?Source:NPR/Ipsos polls of 1,007 U.S.adults conducted March 21-22 and 505 teachers c
47、onducted March 21-29.The credibility interval for the overall sample is 3.5 percentage points;parents,7.3 percentage points,and teachers,5.0 percentage points.Totals may not add up to 100 percent because of rounding.Credit:Alyson Hurt/NPROverallTeachersParentsDemocratsRepublicansSchools should teach
48、 about climate change and its impact on our environment,economy and societySchools should not teach anything about climate changeSchools should teach that climate change exists,but not the potential impactsDont know66%12%10%13%74%12%8%6%68%16%6%9%81%10%7%49%17%17%17%The 2020 Trend ReportBlended prot
49、ein is an old concept from which recent economic prosperity has taken us away.During WWII,there were Victory posters in Canada about protein rationing and boomers mothers mixed hamburger with oats to make the grocery money extend further.In a case of“whats old is new again”,blended or hybrid product
50、s(such as mixed plant and dairy,or plant and meat)are emerging as an easier way for consumers to moderate their carbon footprint without giving up their preferred taste for animal products.Rather than doing flexitarian as an“either/or”,it can be done as an“and.”In the U.S.,Tyson Foods recently launc
51、hed“Raised&Rooted”shortly after selling its share in Beyond Meat,a totally plant-based processed meat substitute.Perdue,a major chicken processing company,offers a Chicken Plus line of products combining chicken and vegetables.Lighter shade shows emissions from agriculture production,darker shade sh
52、ows emissions from land-use change.Source:World Resources Institute(2018)The environmental impact of food choicesWheatCornBeans,chickpeas,lentilsRiceFishSoyNutsEggsPoultryPorkDairy(milk,cheese)BeefLamb&Goat$FOODIMPACT(GHG emissions per gram of protein)COST(retail price per gram of protein)LOWMEDIUMH
53、IGHIn Canada,Maple Leaf Foods,one of the largest meat processors in the country,has shifted its vision to focus on becoming“the most sustainable protein company on earth.”(Note the exclusion of the word meat.)It has positioned itself for the future by creating a separate plant-based division and bui
54、lding a$300 million facility in Indiana to support growth.And in November 2019,Maple Leaf announced that it is now a carbon-neutral company,using a combination of operational efficiencies and investments in green environmental project offsets.Things to consider:If youre a Manufacturer:If you are a p
55、roducer of a lower-impact product,how can you leverage and communicate this with consumers?If you dont have one,should you offer a blended version or a carbon footprint offset to make consumers feel better about their choice?If youre a Retailer:Rather than slot alternative products by category,could
56、 you offer lower-impact product alternatives beside traditional products rather than in a separate section?If youre in Food Service:Can you offer“lower your footprint”options that combine the best of both worlds while being kinder to your profit margins?The 2020 Trend ReportThe 2020 Trend ReportScie
57、nce Me:Redefining“Real”Food in the High-Tech EraWeve all seen the dramatic growth in plant-based meat and dairy alternatives.This category is moving beyond niche and becoming part of the mainstream.While plant-based eating is here to stay,we expect more dialogue around what constitutes real food.It
58、seems plant-based has become a very broad term,incorporating everything from vegetables to pulses to grains to seaweed and a Beyond Meat burger.Some are picked straight from the field,and others come out of a lab.Processed foods have been on the decline as consumers moved to real food.Many consumers
59、 moved to veganism for health reasons but are now ending up eating a more processed diet.What tradeoffs are consumers willing to make for taste versus health?And what is the role of science in our food going forward?Will consumers who have traditionally rejected GMOs embrace lab-grown meat?Will they
60、,in turn,embrace other technological advancements in our food system?As agricultural products like bananas and coffee face supply challenges with climate change,new lab-grown alternatives are being introduced.For example,java brand Atomo has reverse-engineered the coffee bean to develop your morning
61、 cup of molecular joe without the beans.Positivity towards food science also appears to differ based on generation,with Gen Z being the most accepting.71%of Gen Z respondents were comfortable with tech-assisted food,compared with 56%of Gen X and 58%of Boomers.(Source:U.S.Ketchum 2019 Food Tech Consu
62、mer Perception Study)There is also growing research on the adverse effects of Ultra-Processed Foods(UPF).A UPF is created when ingredients are pulled apart and reconstituted.Two studies recently published in the British Journal of Medicine link UPFs with higher cardiovascular disease and death.A new
63、 theory of obesity claims that eating UPFs changes the brains circuitry,making us crave more and more calories.(Source:Scientific America:Kevin Hall National Institute of Diabetes and Digestive and Kidney Diseases)Regulators in France(the High Council of Public Health)have recommended consumers redu
64、ce consumption of Ultra-Processed Foods and are also looking at potential classification of labelling of UPFs.While some QSRs have embraced these plant-based meat alternatives,others,like Chipotle,have rejected them in favour of organic tofu to support their brand purpose of“real food made with real
65、 ingredients.”The 2020 Trend ReportArticles questioning the presumed“Better for You”qualities of engineered proteins are starting to surface in local media.Things to consider:If youre a Manufacturer:Will consumers switching to Beyond Meat-type products for health still feel good about their choice w
66、ith the UPF discussion increasing?Is there a growing role for whole foods?Blended products?If youre a Retailer:Can your HMR section offer ready meals featuring whole foods?If youre in Food Service:Chipotles CEO Brian Niccol claims,“Plant-based foods that look and taste like meat”will not be a long-t
67、erm solution and will not be offered in his restaurants.Mexican food restaurants already have whole food protein options like black beans as part of their cuisine.What types of whole food fit your menu?Entertain Me:Evolving Grocery Shopping from Chore to ExperienceWhile meal ordering has moved onlin
68、e,grocery has been slower to go digital.Grocery stores will still exist in the future,but they will be increasingly reconfigured for entertainment rather than necessity.Shoppers will go to physical stores for inspiration rather than to replenish basic household staples.Ontario grocery chain Farm Boy
69、 operates smaller-format stores that dont carry consumer staples,like paper towels,recognizing that these types of categories are the ones to migrate to online purchasing.They position themselves as your second grocery store.Watch for even more square footage given over to sampling and food demonstr
70、ations.Want to see this trend taken to the max?Visit the newly opened Eataly in downtown Toronto.Or the newest Longos,in Torontos trendy Liberty Village,where you can shop while having an alcoholic beverage as the entire 23,000 sq ft store is licenced,a first for a Canadian grocery store.It also fea
71、tures a dine-in Community Zone,acting as a meeting place for local space-challenged condo dwellers-think trendy sports bar with lots of local craft products.As buying food increasingly moves online,there will be a drive to enhance the experience in stores and restaurants beyond just the food and gro
72、ceries purchased.Largely because of rampant urbanization,and perhaps our increasingly digital economy,consumers are becoming further disconnected from their food sources.The most recent CCFI 2019 Public Trust Research found that 91%of consumers know little or nothing about modern farming practices.T
73、heres still a glimmer of hope,however,the bridge may be gapped:60%of Canadians are interested in knowing more about how their food is grown.Farmers and producers are more trusted as information sources by the public than grocery stores,restaurants,or food processors/manufacturers.There is an opportu
74、nity here to capitalize on supposedly divisive digital technology to make a connection.Could augmented reality play a role in bringing the farmer/producer to life at the point of purchase?Can a shopper connect to a VR environment that takes them to the provenance of the food theyre considering?Imagi
75、ne being transported to a lush coffee plantation in Costa Rica,to eat and drink with your eyes in advance of purchasing.The 2020 Trend ReportThings to consider:If youre a Manufacturer:As retailers pull back on in-store product assortment to provide more shopper experiences,how do manufacturers keep
76、their place?How can your product and story contribute to the shopper experience?If youre a Retailer:How can you increase your share of stomach and your basket size by making grocery shopping more entertaining and educational?How can you engage all of the shoppers senses?If youre in Food Service:How
77、will restaurants offset at-home dining and get guests to come back to their physical location?How can they extend the experience beyond just the physical act of eating on-premise?Think from the time a reservation is made and after the meal to when they hopefully relive the experience positively in t
78、he digital world.How can you make it more memorable and hence,more sticky?Can you help them relive the experience by sending them a digital photo rather than a poor selfie?How can you surprise and delight diners and turn them into fans?The 2020 Trend ReportSource:Canadian Centre For Food Integrity 2
79、019 Public Trust ResearchWho Canadians trust in Canadas food system:*Food processors/manufacturers include agribusiness suppliersFarmers/ProducersUniversity ResearchersCanadian Agriculture OverallCanadas Food System OverallGrocery StoresRestaurantsGovernmentFood Processors/Manufacturers42%39%36%30%2
80、2%15%15%14%Keto Me:The Evolution of Lifestyle Eating From No-Carb to Slow-CarbIn last years Trend Report,we talked about the Shift to Selective Eating as a way of optimizing both physical and mental performance.The no-carb keto diet has led the way with more and more new products entering the market
81、.Interest in this way of eating hasnt lessened;six of the top fifteen cookbooks on the Canadian best-seller list are about the keto diet.Instagram has 20,000,000+posts tagged keto and related terms.And Google Trends data shows continued strength,with the expected spike at the start of the New Years
82、resolution season.The 2020 Trend ReportGoogle Trends Research-“Keto”in Canada over the last 5 yearsKeto is starting to mainstream and could potentially move into being a lifestyle rather than a diet.Canadian online health food store Natura Market allows you to“shop your lifestyle”,featuring keto-fri
83、endly products,as well as other diets like Paleo,gluten-free,and Whole30.Another recent Dalhousie University poll found that 26%of Canadians had either adopted,tried,or considered trying keto in the past 18 months.Thats a sizable group of consumers.However,it is a very difficult regime to follow and
84、 stick with long-term in light of the food exclusions and intermittent fasting.Dietitians are not big fans,as a few healthy food groups are excluded in favour of high fat and protein.However,the diet does seem to get quick weight-loss results.While keto is potentially here to stay,could“no-carb”keto
85、 be replaced with friendlier“SLOW-carb”products?Will consumers dip in and out of this way of eating by incorporating“keto-friendly”products into their weekly shop?At the recent CHFA Show in Toronto,there were new products that were calling out their GI(glycemic index)numbers on the front of the pack
86、aging.For those that dont know,the glycemic index is a scale ranging from 0 to 100,with 100 being pure glucose,to represent the relative rise in blood glucose level two hours after consuming a particular food.Slow-carb products could offer a more consumer-friendly way to incorporate some of the bene
87、fits of a strict keto diet.Things to consider:If youre a Manufacturer:Do you already have a product that is considered keto or slow carb-friendly that you should be calling out for consumers?What other products could you be developing as part of your innovation pipeline to leverage this trend?If you
88、re a Retailer:Could keto be the next gluten-free?Should you have a dedicated area for keto-friendly products?If youre in Food Service:Can you offer diners a keto-friendly version of your most popular dishes?The 2020 Trend ReportThe 2020 Trend ReportNourish Me:Serving Local Food in Public Institution
89、sAs consumers continue to fill their shopping baskets with more locally-sourced foods,the expectation for eating local is growing in restaurants,on university campuses,and now in hospitals and long-term care homes.Nine long-term care facilities in the Durham and Halton Regions and the City of Hamilt
90、on challenged themselves to increase local food procurement,by spending their food dollars closer to home and sourcing fresher products.Led by the Golden Horseshoe Food and Farming Alliance(GHFFA)an organization of regional municipalities and agri-food organizations in Ontario the long-term care hom
91、es set a goal to increase local food procurement by 5%over two-and-a-half years.Today,nearly a quarter of the food served is locally sourced,at no additional cost.The benefits are clear:surveys reveal featuring local food on the menu improved the perception of food quality for both residents of long
92、-term care facilities and for their families.The project,dubbed Serving Up Local,began by evaluating each facilitys food purchases to identify where food items could easily shift to a local source,like fresh seasonal fruits and vegetables or pork.Tours and workshops were organized for staff to learn
93、 about where local food is sourced,how to prepare it in their own long-term care facilities,and discuss how local food can meet the nutritional needs of residents.New local food items were added to the meals and highlighted on menus.Serving staff were also trained to highlight the new food options a
94、nd engage residents in mealtime conversations about the food they enjoyed.By the numbers,participating institutions reported a 602%increase in Ontario pork servings,a 124%increase in fresh seasonal produce,and provincially-sourced meal entrees saw a 494%increase.Food directors and staff were particu
95、larly happy that sourcing local food did not impact their food budgets negatively.Things to consider:If youre a Producer/Farmer:How can you connect with food distributors serving broader public sector facilities like long-term care homes?If youre a Retailer or Distributor:Are you adding local food i
96、tems to your shelves or sell sheet?How can you replace current food items with local options to meet the needs of your customers?If youre in Food Service:Are you sourcing local food and showcasing the value in your public institution locations?Dieticians of Canada LTC Action Group reports that veget
97、ables,fresh fruit,and high-quality protein tend to be the first things cut from menus when long-term care facility budgets are squeezed.This reality makes it all the more important for the facilities to work closely with foodservice providers in the transition to source local.Ontarios Broader Public
98、 Sector Institutions spend an estimated$745 million annually on food and beverage.Imagine what the economic and social impact could be if those hospitals,schools and long-term care facilities spent that budget on locally-sourced food,grown and raised by Ontario farmers.The Serving Up Local project p
99、roved that offering local fare in long-term care facilities extends the benefits of local food even further.The 2020 Trend ReportThe 2020 Trend ReportNear Me:Farming Gets Closer to the ConsumerTheres a growing trend to find innovative ways to bring local food down to a very local level and right to
100、where the consuming public is.We know consumers are increasingly removed from their rural roots,and some innovative entrepreneurs are looking for new ways to be involved in producing food,without a traditional rural farm.Urban“farms”are popping up across the country.Its not what our ancestors could
101、have envisioned,but its another way to keep farming connected to the customer.And the models for how these urban farms function are as diverse as the produce they grow.In suburban Vancouver,two young agrarians are farming front and back yards of private homes to grow local food.City Beet Farm is a t
102、hriving example of new community-supported agriculture(CSA).Co-owners Maddy Clerk and Elana Evans are first-generation farmers without land.But,that didnt stop the two from producing a diverse range of about 30 different vegetables plus fresh cut flowers for urban customers,through a unique lending
103、arrangement.Their“farmland”is scattered across 15 urban properties in Vancouver neighbourhoods totalling about a half-acre of land where they trade the use of yards for a share of the local goodness grown there.The rest of their harvest is sold through a veggie box subscription(82 CSA members in 201
104、9)and local pop-up markets.“We see ourselves as stewards of the land,”says Maddy.“Our practices prioritize the health of the soil and the community the land does the work of growing the food,and we try to ensure it has the ideal conditions to do so.”For these two farmers,the CSA is their priority fo
105、r marketing their products,but they are also finding a growing demand for pop-up style markets.Things to consider:If youre a Retailer:Can you find ways to connect with local farmers who just might be operating in the city to source seasonal,local produce?If youre in Food Service:Are there unexplored
106、 options available to you for local produce in addition to farmers markets?Could you better meet your customers expectations or expand your market by highlighting ingredients sourced from your neighbourhood?In downtown Toronto,it can be tough to source local food direct from farmers.But thats changi
107、ng one market at a time with Fresh City Farms delivering farm-fresh,local produce and ready-to-eat meals.Much of their organic produce is grown on a six-acre farm located within the city limits,and the addition of kitchen and food processing equipment expanded their packing and production facility.F
108、resh City Farms feeds local consumers with local food thats boosting the local economy and the agriculture sector.Their model is part of a bigger trend to home delivery of local,seasonal produce and meal kits.On a simpler,smaller scale,a new startup in Guelph has one urban farmer feeding customers i
109、n her neighbourhood with fresh,local produce.Sara Bullard of Lady Saras Bounty uses a combination of backyard space and community gardens to fuel her growing urban farm business.“I cant afford to buy land so I am focused on producing as much food as I can on as little land as possible,”says Sara.She
110、s passionate about helping people eat healthier and minimizing packaging needed in the delivery of her urban farm-fresh vegetables.Saras customers are currently all within a 10-block radius in her neighbourhood,so she delivers right to the customers door.And she has big plans for expansion,hoping to
111、 triple her land-base for 2020 with more community garden space.Shes also hoping to extend her season by offering healthy,local ready-made meals.The 2020 Trend ReportFarmers are progressive,huge technology users,and avid supporters of research that in turn supports modern farming practices.But,consu
112、mers are overwhelmingly out of touch with farmers use of such practices,creating a huge knowledge gap that refuses to budge.Back in 2012,more than 90%of respondents to a consumer survey said they knew little,very little,or nothing about Canadian farming practices.A similar survey in 2016 by the Cana
113、dian Centre for Food Integrity(CCFI),showed the same thing.In 2019,the Centre repeated the survey but changed the wording slightly to ask how much respondents know about farmers use of modern technology.Again,more than 90%of respondents said they knew little,very little or nothing.Modern agriculture
114、 is registering with very few people.And its pretty hard for farmers to build trust with a public that doesnt understand what it does,or worse,fears what it doesnt know.CCFI says consumers trust farmers now because they believe farmers share their values.But,if they dont know how farmers farm,their
115、understanding can easily be influenced by those who do not support technology.However,theres a silver lining to this cloud:as we discussed earlier,a majority of survey respondents said they wanted to learn more about modern agriculture.They arent repelled by it;rather,they just dont understand it.In
116、trinsically,consumers feel good about the food system:the 2019 CCFI research shows that the percentage of Canadians who feel the food system is on the right track outnumbers those who feel its headed in the wrong direction.Its not as big a number as it should be just 35%.But comparable studies in th
117、e U.S.showed only 26%of consumers there feel the food system is headed in the right direction.Trust is higher in Canada,and thats something farmers can leverage.Teach Me:Consumers Want to Know More About Modern Farming PracticesThe 2020 Trend ReportThings to consider:If youre a Producer/Farmer:Can y
118、ou build on the inherent trust Canadians have in you and your industry?Are you effectively using the communication tools at your disposal,like your commodity organizations or social media,to help consumers learn about you and what you do?If youre a Retailer or Distributor:Are you working the middle
119、ground between modern farmers and consumers not just with pictures of smiling farmers,but rather with helpful information about how they safely and efficiently grow crops and raise animals?New challenges to trust are emerging all the time.For example,thanks to advances in research,more cases of food
120、 fraud are being reported.Thats good for our health but leads to increased consumer anxiety,especially when these stories hit the media.The CCFI says more than 90%of Canadian consumers have moderate to strong concerns relating to food fraud,the practice of mislabelling,adulterating,or counterfeiting
121、 food products.Consumers are starting to look more closely at food labels and ask questions about what certain food labels mean.The knowledge gap between farms and consumers is well documented.Its a trend that will not fix itself.Nows the time to take action while consumers say they are still open-m
122、inded and willing to learn about modern farming practices.If they turn away,it will be hard to win them back.The 2020 Trend ReportThe 2020 Trend ReportThe Nourish Network is North Americas only field to fork marketing agency.We work with clients across the entire food ecosystem.Our expertise starts
123、on the farmers field,extends through production/manufacturing,includes processing and retail,and then finally ends with the consumer.The Nourish Network has offices across North America.Want to know more?Contact Jo-Ann McArthur at jnourish.marketing+1 416 949 3817www.nourish.marketingwww.nourishnetwork.ca