Photo: Wolfgang Kleinschmidt, from the book Eat Good, recept som förändrar världen (Max Ström).
One privilege of working with content marketing is to drive change. During 2018, we have collaborated with a handful of clients within the food and beverages industry – and there is some exciting developments going on. In this article, we share some key insights of emerging food trends.
1. Indoor farming
When cities grow, locally produced food gets more important. Vertical indoor farming makes it possible to cultivate vegetables and plants without neither sun nor soil. So-called hydroponic systems, where the seeds grow in plant nutrition and with the help from LED lighting, make it possible to use indoor surfaces as “urban farms”.
In the future, we might also see veggies that have been optimised for certain health needs, thanks to new modern techniques.
2. Edible packaging and single pack items
Swedes are famous for their skills of recycling packages. But what if the food packaging could start to dissolve itself when the content has been consumed? Or what if the plastic cutlery from your favourite take-away diner would be edible?
In the future, we will hopefully see more edible or self-destructive packaging. For example, the Indian company Bakeys produces edible spoons to catering firms, made of a plant called sorghum, rice and wheat flour. If you don’t fancy eating the spoon, it’s not a problem since it’s compostable.
3. Food waste
1.3 million ton food ends up in the bin each year, according to the Swedish Environmental Protection Agency. In the future, we might be able to reduce some of the food waste with smart packaging. For instance, a lot of food is thrown away because the package contains too much food. Duo-packs, packaging that are easy to re-close, and labels that indicate a too high – or too low – temperature, could help lower the amount of food that goes to the bin.
Another big trend is the circular restaurant – where waste is seen as a resource and the goal is to use all food, either in the dishes or as fertilisation used for cultivation. Silo, in Brighton, was one of the first zero waste-restaurants that paved the way for working with a circular system. Growing mushrooms in the coffee grounds is one clever Silo example!
4. New – and old – proteins
The need to cut down on meat to protect the climate is obvious to more and more people. But we still want our protein.
2018 has seen the rise of plant-based protein. The “Impossible Burger” and the “Beyond burger” are two examples of innovative developments that offer a meaty taste and texture. The burgers even “bleed”, even though they are made entirely of plant-based ingredients.
In addition, some old crops are making a comeback in the kitchen. The grey maple pea was a staple in the Nordic kitchens of the 15th and 16th centuries. It was cultivated for its high protein and nutrient-rich content, it had almost disappeared, but now it has re-surfaced again. Another runner-up is grass protein, which has a similar amino acid profile to soy and eggs.
5. Recipes that make a difference
Locally produced food and a sustainable way of cooking is not only high on the agenda of popular restaurants.
More consumers are becoming aware of climate change and want to learn to cook in a climate-friendly way. The Swedish professor in Environmental Science, Johan Rockström, wanted to inspire us to think differently about homecooked meals. He wrote the cookbook “Eat Good” together with the chef Malin Landqvist and the founder of EAT Foundation Gunhild Stordalen.
The book contains healthy and environmentally-friendly recipes, tips on how to freeze leftovers in the best way, how a mixer can be a shortcut to cut down food waste, and clever ways to buy just enough groceries.
If you want learn more, check out the following resources:
Fazer Food Services trend report 2019 [future food solutions]
How great food can make tyres roll [content marketing case study]