Preparing for the Future


Increasing public concern with health and nutrition, and increasing scrutiny by consumers, especially in developed nations, will drive change in the food system



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Increasing public concern with health and nutrition, and increasing scrutiny by consumers, especially in developed nations, will drive change in the food system. Many people are demanding ever more information about the food they’re eating, stimulated in part by the wide availability of increasingly sophisticated information technologies. The combination of escalating interest in information and technological advancements will result in increasing traceability and sophisticated, multiple product channels from farm to shelf.
Faced with growing abundance and increasing variety of food products, consumers in wealthy countries will be become increasingly selective about the products they buy. There will be increasing consumer demands for convenience, information about ingredients, safety, and methods of production.
There will be a trend toward increased consumer interest in, and awareness of, methods of food production. Developed country marketplaces, in particular, will be crowded with production labels, some of which, like organic, may be based on third-party or government verification. Consumers will continue to rely on governments and regulatory agencies to assure the safety of our food and safety of our crops to the environment.
The food marketplace will continue to experience rapid changes in demand based on consumer perceptions of health. These trends—pro- or anti-meat, pro- or anti-carbohydrates, will continue to produce big swings in food choices.



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