pma s&h finalreport 03062020 rh
TRANSCRIPT
To all the valued members of the Produce Marketing Association,
As PMA continues its vision to grow a healthier world, one of the ways we will accomplish this is by arming you with the latest understanding of consumer behaviors and attitudes to guide your business strategy and tactics as well as uncovering the larger influence global cultural movements impacting the fresh produce and floral industry.
Developed in collaboration with the cultural agency sparks & honey, this series of reports identifies five global shifts, how these macro shifts are manifesting, how they will evolve in the future, and their impact on our industry. A very special thank you to the PMA volunteer member leaders, past and present, from around the world who contributed their perspective to bring color, context and candor to this report for their fellow PMA members.
Culture never stops evolving, not even during a pandemic.
Macro trends evolve slowly and create seismic, lasting cultural shifts. I would encourage you to ponder, question and contemplate each chapter of the report. Ask yourself - what are the implications - good or dire - for my business and industry. Please spend time with the insights provided and explore them further with your teams and peers for deeper discussion.
I am glad you are investing time to explore the future. You are a vital part of it and as always, PMA is here to help.
Lauren M. ScottChief Strategy & Membership Officer
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Lauren M. Scott Chief Strategy and
Membership Officer
Copyright © 2019 Sparks & Honey. All Rights Reserved.
Guiding Question
WHAT ARE THE GLOBAL SHIFTS IN CULTURE THAT WILL IMPACT THE GROWTH AND CONSUMPTION OF PRODUCE?
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Copyright © 2020 Sparks & Honey. All Rights Reserved.
Project Objective
Explore the cultural shifts impacting and shaping culinary culture, new cultural semantics in food marketing, emerging technology that will influence the growth and consumption of produce. Identify opportunities for the produce industry to grow & thrive within thisbroader context.
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Copyright © 2020 Sparks & Honey. All Rights Reserved.
Mine over 41 million signals* in our cultural intelligence platform (QTM) to illuminate signals, expert opinions, and key cultural trends from shaping the growth and consumption of produce.
Interview five members of our Advisory Board for expert insight and context on areas ranging from packaging to food waste, precision nutrition to marketing.
Methodology
Cultural Listening Cluster Analysis Shift Contextualization Implications & Recommendations
Identify considerations, implications and early signals of change that can inform strategies across PMA’s different functional areas.
Develop these ~5 shifts resulting from the analysis of coalescing of mega- and macro-trends and synthesized through an evidence-based narrative (Q TM outputs, expert insights, semantic analysis, patents/startups and more) that can clearly outline threats and opportunities, and inform priorities for PMA.
Identify dominant trends, commonalities, and connections across the top 20-30 Elements of Culture from within our trends taxonomy - landing on the ~5 trend clusters that represent larger critical shifts impacting the category.
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Copyright © 2020 Sparks & Honey. All Rights Reserved.
WE USE TECH-LED CULTURAL INTELLIGENCE TO HELP ORGANIZATIONS UNDERSTAND AND TAKE ADVANTAGE OF ACCELERATING CHANGE
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Copyright © 2020 Sparks & Honey. All Rights Reserved. 7
PatentsAcademiaStartupsMarkets
Search
Social
Reviews
Music
Video
TRANSLATING CULTURE INTO STRUCTURED DATA We do this by leveraging our system, QTM which synthesizes human and machine intelligence, sifting through the signals of culture and categorizing them against our proprietary taxonomy and scoring algorithms.
Vertical
Cultural Intelligence Platform
Copyright © 2020 Sparks & Honey. All Rights Reserved.
newspace age
forest bathing
disasterdesign
air rights
long view
adaptivedesign
augmented reality rights
alternativeproteins
cellularlabriculture
digitalimmortality
maximalism
open
magic
background asforeground
absurdism
infobesity
augmentedintelligence
deeppersonalization
timepoverty
noah’sarchive
extremesafety
artletics
immersive
marketfragmentation
sleep asfoundation
outsiderswelcome
tech drugs
droneeconomy
neo-celebrity
defictionalization
beauty rx
supermoney
enterpriseincubators
brand civilservants
humanpremium
moodgeisting
brandactivist
tabootoppling
play
raw
low rez
ephemeral
outsiderswelcome
biomimicry
deathpositivity
premiumfriction
realitymanipulation
neural
reskilling
technomaladies
memorymanagement
foster tech
self-sustainingenergy
eco hacking
simplexity
mixed reality
crossculturalism
majorminorstones
edible tech
extrasensory
imperfect
visceral
femalegaze
unbanking
socialshopping
digital detox
wellnessdesign
warm tech
clean
life logic
wastepositive
predictivesystems
aspiration
flattening
new sobriety
shadowworld
constantconnection
micro tribes
access economy
corporatecoin
C
frictionless
smallscaling
singletons
privacy rights
extremism
smart
longevity
hack life
powerwoman
mindmanagement
anti-science
datadivinity
newsemantics
crowdeconomy
newmasculinity
hyperculture
unfree
information inequality
ancientwisdom
refreshedclassics
snack media
blurred ID
sustainability
radicaltransparency
ageism
shifting soils
urbanization
globals
work shift
self made
distributedtrust
microeconomies
squealing
modernfamily
provenance
mashup
robotseverywhere
unmoney
trolling
quantifiedlife
kidult
moralimperative
income gap
lifeextension
third act
livingmatter
unmoney
super human
nano
bottomless wellness
A compass to navigate change• A living taxonomy of mega
and macro trends
• Enables the analysis of the“what” and the “why,” microand macro
• A springboard for deeperresearch and scenario planning
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The Elements of Culture
Adriëlle Dankier Commercial Director, Nature’s Pride
The Netherlands
Paul MastronardiPresident & CEO of Sunset Produce
Canada
Miles ReiterCEO of Driscoll’s
United States of America
Ted TaylorHead of New Ventures & Business
Development of Taylor Farms United States of America
Tommie van Zyl CEO of ZZ2 South Africa
Patrick VizzoneInternational Head of Food, Beverage &
Agribusiness, Head of Hong Kong Coverage, ANZ Banking Group
Hong Kong
Expert Contributors Global Produce Industry Leaders
Copyright © 2020 Sparks & Honey. All Rights Reserved. 9
Copyright © 2020 Sparks & Honey. All Rights Reserved.
Expert Contributors Select Members of Sparks & Honey Advisory Board
Shen Tong Entrepreneur & Investor, Environmental
Activist, Speaker
Megan Burritt Food Entrepreneur, Value Chains & Sustainability Consulting, Speaker
Dr. Sunita Maclaren Co-Founder, Metakura, Pioneering Safe
Therapies In Energy Metabolism
Victor Penev Nutritional Data Scientist, Food
Tech, Investor, Speaker
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Dr. Nathan Walworth Climate Scientist, Experience Designer, Co-Founder of NEXUS Futurism Group
and CôVALENCE
Copyright © 2020 Sparks & Honey. All Rights Reserved.
Our cultural intelligence system QTM draws from a wide universe of historical signals to surface cultural insights through data, clustering and pattern matching
41 million+ signals accessible inthe QTM interface, with 100-150K new signals added daily
700K+ signals identified in secondsto develop quantitative insights on core consumer-facing global topics
70+ Elements of Culturequantified to offer structure and qualitative metrics
10 sparks & honey AdvisoryBoard members and category expert guidance
5 shifts produced through patternmatching process, augmented with machine insights
QTM, sparks & honey’s Cultural Intelligence System automatically map
shifts within the platform
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Copyright © 2020 Sparks & Honey. All Rights Reserved.
Source: QTM
Elements of Culture new
space age
forest bathing
disasterdesign
air rights
long view
adaptivedesign
augmented reality rights
alternativeproteins
cellularlabriculture
digitalimmortality
maximalism
open
magic
background asforeground
absurdism
infobesity
augmentedintelligence
deeppersonalization
timepoverty
noah’sarchive
extremesafety
artletics
immersive
marketfragmentation
sleep asfoundation
tech drugs
droneeconomy
neo-celebrity
defictionalization
beauty rx
supermoney
enterpriseincubators
brand civilservants
humanpremium
moodgeisting
brandactivist
tabootoppling
play
raw
outsiderswelcome
deathpositivity
premiumfriction
realitymanipulation
reskilling
technomaladies
memorymanagement
foster tech
self-sustainingenergy
eco hacking
crossculturalism
majorminorstones
edible tech
extrasensory
femalegaze
unbanking
socialshopping
digital detox
wellnessdesign
warm tech
wastepositive
predictivesystems
aspiration
flattening
new sobriety
shadowworld
constantconnection
access economy
corporatecoin
C
smallscaling
singletons
privacy rights
extremism
smart
longevity
powerwoman
mindmanagement
anti-science
datadivinity
newsemantics
crowdeconomy
newmasculinity
hyperculture
information inequality
ancientwisdom
refreshedclassics
snack media
radicaltransparency
ageism
shifting soils
urbanization
self made
distributedtrust
microeconomies
squealing
modernfamily
provenance
robotseverywhere
trolling
quantifiedlife
kidult
moralimperative
income gap
lifeextensionthird act
livingmatter
unmoney
bottomless wellness
13
Copyright © 2020 Sparks & Honey. All Rights Reserved.
Source: QTM
newspace age
forest bathing
disasterdesign
air rights
long view
adaptivedesign
augmented reality rights
alternativeproteins
cellularlabriculture
digitalimmortality
maximalism
open
magic
background asforeground
absurdism
infobesity
augmentedintelligence
deeppersonalization
timepoverty
noah’sarchive
extremesafety
artletics
immersive
marketfragmentation
sleep asfoundation
tech drugs
droneeconomy
neo-celebrity
defictionalization
beauty rx
supermoney
enterpriseincubators
brand civilservants
humanpremium
moodgeisting
brandactivist
tabootoppling
play
raw
outsiderswelcome
deathpositivity
premiumfriction
realitymanipulation
reskilling
technomaladies
memorymanagement
foster tech
self-sustainingenergy
eco hacking
mixed reality
crossculturalism
majorminorstones
edible tech
extrasensory
imperfect
femalegaze
unbanking
socialshopping
digital detox
wellnessdesign
warm tech
wastepositive
predictivesystems
aspiration
flattening
new sobriety
shadowworld
constantconnection
micro tribes
access economy
corporatecoin
C
frictionless
singletons
privacy rights
extremism
smart
longevity
powerwoman
mindmanagement
anti-science
datadivinity
newsemantics
crowdeconomy
newmasculinity
hyperculture
information inequality
ancientwisdom
refreshedclassics
snack media
blurred ID
radicaltransparency
ageism
shifting soils
urbanization
self made
distributedtrust
microeconomies
squealing
modernfamily
provenance
mashup
robotseverywhere
trolling
quantifiedlife
kidult
moralimperative
income gap
lifeextensionthird act
livingmatter
unmoney
super human
bottomless wellness
28 Topically Relevant Elements of Culture for the Produce Industry
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Copyright © 2020 Sparks & Honey. All Rights Reserved.
Climate Adaptation
Five Interconnected Shifts Point To Future Scenarios For the Future of Produce Consumption
wastepositive
wellnessdesign
eco hacking
The devastating effects of climate change are having major impact on the environment, as issues of water scarcity, soil depletion, pollution, carbon emissions, and biodiversity loss continue to threaten human health and the global food supply. As such, a significant challenge for brands, institutional and government leaders will center on the need to balance the growing demand for produce with the future of the environment.
Globalization 4.0
life logic
globalsancientwisdom provenance
simplexity flattening
Under the rising tide of economic nationalism and global trade wars, the concept of globalization is evolving as we know it. Today’s growing shift towards multi-localism means that brands and institutions will need to radically re-engineer their supply chains, shifting towards locally-sourced and personalized food products which align with consumers’ changing preferences for hyper-local flavors and ingredients.
Population Diversification
mindmanagement
livingmatterclean
longevityquantified
life
Today, a growing number of personalized eating regimens are surfacing to reflect consumers’ changing lifestyles and dietary needs. As aging populations in the west opt for healthier, nutrient-dense options, a growing swath of young and middle class consumers are subscribing to a ‘wellness’ mindset which motivates them to seek fresh and organic. More than ever, consumers are leaning into functional ingredients, microbiome-friendly meals and plant-based fare, which all satisfy a range of needs.
Precision Technology
edible tech simplexity
raw hack life
biomimicry
nano
Science, technology, economics, and consumer demand are aligning to create a future in which advanced technologies are used to improve food production, retail and commerce, as well as optimize human health and agricultural performance. With looming threats of food shortages and resource scarcity, food biotechnology is becoming a favored solution to solve a number of issues, from the climate crisis, to obesity.
Accelerated Urbanization
timepoverty hack life
wellnessdesign work shift
The rapid growth of mega-cities and urban populations is changing the way people live, eat, grow and shop for food. As urbanization drives demand for fresh produce and simultaneously displaces large tracts of farmland, innovations in retail and agriculture will also reshape the entire produce landscape, with people opting for more local options in uber-convenient formats.
15
Copyright © 2020 Sparks & Honey. All Rights Reserved.
EOC clusters with definitions
Globalization 4.0 Global and local zones of influence are converging to inspire new flavors and ingredients.
simplexity
life logic
provenance
ancientwisdom
globals flattening
People are migrating, traveling and moving to farther horizons
Leveraging the interconnected ecosystem of life
People are preserving and celebrating history and heritage
Democratization resulting in homogenization of culture, gender and economy
People are turning to traditional ingredients and spiritual practices, including pagan
spirituality and mystical influences
The art of hiding complexity—imagined, crafted and executed with great care
16
Copyright © 2020 Sparks & Honey. All Rights Reserved.
EOC clusters with definitions
longevity
mindmanagement
livingmatter
cleanquantified
life
A fixation on purity in experience, output and ingredients
People are living longer, more vital lives and being kept alive
People are focused on mental health to achieve overall health, especially
during times of high stress
Creating and redesigning products and experiences to put visual enjoyment first, while changing behaviors due to constant surveillance
People are self-monitoring; personalized medicine; citizen doctor
People are embracing the microbial world along with
new organic ecosystems
Population Diversification Shifting global demographics and social factors are driving demand for personalized eating regimens.
17
Copyright © 2020 Sparks & Honey. All Rights Reserved.
EOC clusters with definitions
raw
simplexity
nano
biomimicry
edible tech hack life
Science and tech that can be ingested, and/or science and tech to modify and manufacture new foods
and sustenance
Raw, pure and unrefined experiences, places, people and things
The art of hiding complexity—imagined, crafted and executed with great care
People are exploring the universe’s smallest elements, as well its biggest
People are making new choices, breaking stereotypes and expectations
Design that copies nature or is inspired by natural forces, behaviors, patterns
and structures
Precision Technology Advancements in biotech, AI and robotics intelligence are revolutionizing the future of food.
18
Copyright © 2020 Sparks & Honey. All Rights Reserved.
EOC clusters with definitions
wastepositive
wellnessdesign
eco hacking
urbanization
People are struggling with resource shortages, seeking alternatives
A drive and desire to eliminate or repurpose waste to create new things
People are living on new land due to desertification, flooding, deforestation, dams and mining
People are moving to cities, and megacities are building up
Hacking nature in sophisticated and ingenious ways for specific purposes, by
harnessing or manipulating natural processes
Products, spaces and experiences designed for physical or mental
wellbeing and health
Climate AdaptationThe numerous effects of climate change will continue to impact and reshape the global food supply.
19
Copyright © 2020 Sparks & Honey. All Rights Reserved.
EOC clusters with definitions
work shift
hack life
wellnessdesign
timepoverty
urbanization
People are struggling with resource shortages, seeking alternatives
People are working in new ways, new places and different times
People are making new choices, breaking stereotypes and expectations
A drive and desire to eliminate or repurpose waste to create new things
People are moving to cities, and megacities are building up
Increasingly busy work and personal schedules are repositioning time as the
most valuable resource
Accelerated Urbanization Global urban centers of the future will drive new consumption patterns and ways of living.
20
timepoverty hack life
wellnessdesign work shift
livingmatter
edible tech simplexity
biomimicry nano
quantifiedlifelife logic
mindmanagementclean
longevity raw
globalsancientwisdom provenance
simplexity flattening hack life
Copyright © 2020 Sparks & Honey. All Rights Reserved.
Shift scoring highlights the distribution of today’s cultural conversation around produce
Climate Adaptation
The devastating effects of climate change are having major impact on the environment, as issues of water scarcity, soil depletion, pollution, carbon emissions, and biodiversity loss continue to threaten human health and the global food supply. As such, a significant challenge for institutional leaders will center on the need to balance the growing demand for produce with the future of the environment.
wastepositive
wellnessdesign
eco hacking31% OF THE CULTURAL CONVERSATION
The rapid growth of mega-cities and urban populations is changing the way people live, eat, grow and shop for food. As urbanization drives demand for fresh produce and simultaneously displaces large tracts of farmland, innovations in retail and agriculture will also reshape the entire produce landscape, with people opting for more local options in uber-convenient formats.
Accelerated Urbanization
20% OF THE CULTURAL CONVERSATION
Precision Technology
26% OF THE CULTURAL CONVERSATION
Science, technology, economics, and consumer demand are aligning to create a future in which advanced technologies are used to improve food production, retail and commerce, as well as optimize human health and agricultural performance. With looming threats of food shortages and resource scarcity, food biotechnology is becoming a favored solution to solve a number of issues, from the climate crisis, to obesity.
Population Diversification
18% OF THE CULTURAL CONVERSATION
Today, a growing number of personalized eating regimens are surfacing to reflect consumers’ changing lifestyles and dietary needs. As aging populations in the west opt for healthier, nutrient-dense options, a growing swath of young and middle class consumers are subscribing to a ‘wellness’ mindset which motivates them to seek fresh and organic. More than ever, consumers are leaning into functional ingredients, microbiome-friendly meals and plant-based fare, which all satisfy a range of needs.
Globalization 4.0
22% OF THE CULTURAL CONVERSATION
Under the rising tide of economic nationalism and global trade wars, the concept of globalization is evolving as we know it. Today’s growing shift towards multi-localism means that brands and institutions will need to radically re-engineer their supply chains, shifting towards locally-sourced and personalized food products which align with consumers’ changing preferences for hyper-local flavors and ingredients.
21
- AI & robotics &machine learning
- Predictive analytics- GMOs- Food safety & security- Precision nutrition- Big tech- Flavor enhancement- GMOs- DNA kits- Microbiome health- Precision targeting- Cellular labriculture
- Ancient grains- Indigenous foods- Safety & recalls
Copyright © 2020 Sparks & Honey. All Rights Reserved.
Identification of topics driving the cultural conversation around our global shifts
- Carbon emissions- Water scarcity- Pollution- AgTech- Deforestation- Soil health- Labor practices- Food waste- Packaging- Ethics & Sourcing- Circular economy- Vertical farming &
hydroponics- GMOs
Source: QTM 2020
- Ethicsglobals
- Trade tariffs &sanctions
- Protectionist policies- Global flavors &
ingredients
- Politics & economicnationalism
- Food sovereignty
- Aging populations- Growing middle class- Keto diets- Plant babies- Microbiome health- Global migration
patterns- Personalization- Biodiversity- Organic- Gluten-free- Plant-based proteins &
veganism
- Retail innovation- Last mile delivery- Growth of megacities
& urban centers- Food security- Local food movement- No-prep meals- Shifting migration
patterns- Food safety- Growing middle class- Vertical farming &
hydroponics
Climate Adaptation
Accelerated Urbanization
Precision Technology Population Diversification
Globalization 4.0
22
Copyright © 2020 Sparks & Honey. All Rights Reserved. 23
For more information, contact our consumer trends expert:
Eileen O’LearyInsights & Analytics Director +1 (302) [email protected]
Thank you.