Food can offer a lens on history that may otherwise be missed. Take teosinte and how it’s evolved (or been bred) into modern-day corn. One of the first genetic mutations in its journey was one that made it perfect for cultivation. But, it made it reliant on human assistance and therefore was less successful in the wild. This signaled a great change from gatherer/hunter to farmer.
Making Impact
Brands and chefs alike are looking for ways to leverage food as a way to give back. Good Spread, for example, donates therapeutic food to undernourished children every time their product is purchased. Chefs, such as José Andrés, give back via non-profits like World Central Kitchen.
Fueling Movements
Right now, brands, retailers and consumers are working together to make changes in areas they are concerned about the most. In the mid-20th century, we saw an increasing concern around treatment of workers, which gave way to the Fair Trade movement. Today, we’re seeing an increased interest in products that help consumers have a smaller global footprint.
What This Means For Brands
More than ever, we see consumers (especially Millennials) looking for brands with a mission who want to know the story behind their food. Plan to include this messaging into your marketing strategy.
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