food trends of today and tomorrow - food leaders summit
TRANSCRIPT
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Food Trends of Today & Tomorrow John W. Roulac
Founder & CEO, Nutiva
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
…SINCE 1999
61% Annual Growth Since 2004
Nutiva Gives Back 1%
100s of Organizations Funded
GMO Inside Rodale Institute EcoFarm Common
Vision
With a Goal of $20 Million by 2020
Over $3 Million Donated to:Sustainable
Farming
Food & Environmental
Activism
Trees & Gardens
Healthy Communities
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Power of Millennials
Food Trends GMO’s
Soil & Ocean Health
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
The Rise of The Millennials
hansondodge.com
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Connecting with Millennials
80 million Millennials*
$200 billion in annual buying
power*
Brands = problem or solution to
global issues
Millennials want
authenticity
*according to Forbes
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
90% of Americans likely to trust brands that back social causes
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM*Cone Communications 2013
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Purposeful Storytelling Adds Value in:
Drives Company Growth
Consumer Purchasing Preference
Millennial Employee Productivity
Creating Culture
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
US Organic food sales to exceed 45 billion in 2015 *
*United States Organic Foods Market Forecast & Opportunities 2020 by Research & Markets 2015
$32.3B2013
$35B2014
$45B2015
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Divergence Between Supply & Demand of Organics in the US
4%
96%
Food Sales
Organic Food SalesNon-organic food sales
0.7%
99.3%
Organic US Acreage
Organic AcresNon-organic Acres
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
How do we monetize conventional farmers for
using regenerative practices?
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Generation Rx
1 in 13has food allergies
1 in 68US children has autism
1 In 13has asthma
1 in 3 has allergies, asthma,
ADHD or autism
Parenthood has changed.
Cancer is the leading cause of death by disease in American children.
Copyright © 2015 Robyn O’Brien
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Consumers are increasingly seeking products free from:
High-fructose corn syrup
Preservatives
Gluten
GMOs
Antibiotics
Monsanto Roundup® spray
Azodicarbonamide (the “yoga mat” chemical—a food additive used as a flour bleaching agent)
CAFO (confined animal feedlot operations)
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Brands are Responding by Removing:
BHT from cereals
BHT from cereals
Artificial ingredients from chocolate
GMO lecithin, GMO sugar, & artificial flavors from chocolate
GMO oils from buttery spreads
Antibiotics from chicken
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Sales & Stock Price Drops for Large CPG Brands
*GMOs are causing market share loss.
GMOs*
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Soup Cooking up Organic SKUs
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Large Omega-3 Market
4 out of 10 consumers
are looking for an alternative
to fish oil
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Misunderstood Crop
Organic Hemp is nature’s
ideal balance of omega-3 & omega-6 fatty
acids
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Hemp: America’s Next Homegrown Superfood
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
What do US consumers think about GMOs?
Avoiding/Reducing GMOs
GMOs should be banned
Want GMO labeling
40% 47%
66%
Consumer Thoughts on GMOs
Source: The Hartman Group & the Natural Marketing Institute
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Consumer purchasing behavior53% of consumers reported they used a non-GMO product in past year
Source: Natural Marketing Institute
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Why do consumers saythey are concerned about GMOs?
Mistrust of GMO
companies
lack of transparency
unfair business practices
mistreat small farmers
Environmental impacts 53%
Personal health 61%
But… limited understanding!
Source: The Hartman Group & the Natural Marketing Institute
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Kashi
October 2011 NGO report
revealed
Kashi's GoLean cereal
contained 100% GMO
soy
Facebook & social media
disaster
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Kashi
2011 sales were $650M & growing
2014 sales will be in the low $400M range
30% sales decrease
GoLean cereals now non-GMO
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
What is Synthetic Biology?
“Extreme” genetic engineering
Artificially constructing genetic material – DNA
Create entirely new forms of life
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Scientific Articles
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Roundup® a 'probable carcinogen’ per WHO reportLinking Monsanto’s herbicide to lymphoma and lung cancer
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
New Studies Indicate Increasing Concerns
Goats Fed GM Soybean Produce Abnormal Milk,
Reduces Weight of Off-Spring
Glyphosate herbicide induces genotoxic effect & physiological
disturbances in Bulinus truncatus snails
Endocrine disruption & cytotoxicity of glyphosate & Roundup® in
human JAR cells in vitroInstitute of Science in Society Pesticide Biochemistry & Physiology, Integrative Phamacology, Toxicology & Genotoxicology
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Health & Safety
Glyphosate/RoundUp®
Found in human &
animal urine, animal tissues –
contradicts regulatory
assumptions & industry
assuances
Antimicrobial effect on
animals’ gut flora.
Linked to birth defects in
rabbits & rats – evidence
contradicts regulatory
conclusions.
Evidence of endocrine
disruption in rat testicular cells.
RoundUp® found to be 125
times more toxic than
glyphosate – contradicts regulatory
assumptions & industry
assurances
Glyphosate residues in animal feed linked to low
trace minerals in cattle body
tissues
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
RoundUp® & Manganese (Mn) Deficiency Linkage ?
*Surgical Neurology International - Glyphosate, pathways to modern diseases III: Manganese, neurological diseases, and associated pathologies
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Personal Health Impacts
High Importance to
Consumers
No evidence of short-term health impacts of consuming GMOs.
“U.S. FDA, the AMA, WHO, Health Canada, the USDA & the National Academy of Sciences, have found
genetically modified food ingredients are safe & there are no negative health
effects associated with their use.”
Facts about GMOs website (food industry aligned)
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Consumers are Not Convinced
61% are concerned about GMO impact on personal health
Consumers ask:
What does ‘safe’ mean?
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
National Academy of Sciences
“To date, no adverse health effects attributed to genetic
engineering have been documented in the human
population.”
“Whether genetic engineering per se affects the likelihood of
unintentionally introducing undesired compositional changes in food is not fully understood.“
“There remain sizeable gaps in our ability to identify compositional changes that result from genetic modification of organisms intended for food; to determine the biological relevance of
such changes to human health; & to devise appropriate scientific methods to predict &
assess unintended adverse effects on human health”
“Given the possibility that food with unintended changes may enter the marketplace despite premarket safety mechanisms,
postmarket surveillance of exposures & effects is needed.”
FDA’s approval
“Based on the information Monsanto has presented, we have no further questions concerning corn containing transformation events MON 802, 805, 830, 831 & 832 at this time. However, as you are aware, it is Monsanto's responsibility to ensure that foods marketed by the firm are safe.”
Monsanto says…
“The Food & Drug Administration (FDA) is responsible for the safety & appropriate labeling of food & feed products grown from GM crops.”
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Dr. Rattan Lal, Esteemed Soil Scientist
“A mere 2% increase in
the carbon content of the
planet’s soils could offset
100% of all greenhouse
gas emissions going into
the atmosphere.”
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
3 Carbon Sink Drivers
Atmosphere
Oceans Humus-sphere
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
5 Principles of Soil Health from Natural Resources Conservation Service
Compost & Cover Soil
Plant Cover Crops
Minimize Soil
Disturbance
Maximize Diversity
Integrate Livestock on Land
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Carbon Cycle Institute Mission: Reverse global warming by advancing natural, science-based
solutions that remove atmospheric
carbon.
Applying 1/2 inch of compost to range land is
sequestrating 1 ton of carbon per hectare
annually (4 years running)
Scientists expect it to continue for 30 more years.
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
Acidification is Destroying Sea Life
Terrie Klinger, Professor of Marine Affairs, University of Washington
“We can attribute the problems in the oyster
hatcheries to the increased carbon in the
ocean.”
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM
The Solution Under Our Feet: How Regenerative Organic Agriculture Can Save the Planet
By John W. RoulacPublished January, 2015, by:
Learn more…
| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM | APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM