If we really want to make innovative products, that taste good and satisfy our wishes, we all need to adopt a new mindset. We need to cross borders and engage in new, unnatural collaborations.
Ministry of Food
Ministry of Food is a prototype for a Simcity-style game, where the user assumes the role of the first ever Minister of Food. By making decisions you immediately see the effect on the landscape and the changing opinions of consumers, farmers, retailers and supermarkets.
We live in a fascinating age of food. Enormous developments in terms of new foods are taking place. Innovations in food delivery as well as cultural factors have an incredibly large impact on the industry. We’re on the eve of a crucial turning point. How far will these developments ultimately go and who’s leading this change?
We need to deal with falling reserves of raw materials, more waste, an ageing population, population growth, and changing food requirements. All this is forcing the food industry to modernise. It’s time for a new generation of ingredients, processes and new brands to take on this challenge. Perhaps the food that we know today will disappear altogether? These radical changes require courage from the food industry. It’s a huge challenge!
The main food innovations are currently coming out of Silicon Valley – including roof boxes where fish poop is used to grow lettuce – or small, local start-ups – such as Impossible Foods, who produce Super Juicer, a vegan hamburger. These ground-breaking developments underline the growing potential to evolve the future of our food and, more importantly, ultimately improve our health and set up more sustainable production methods.
An extremely progressive attitude is required for this evolution, to create radical changes. But why is this problem only being picked up by Silicon Valley and small start-ups? Why aren’t well-known brands with plentiful financial resources, rich histories and expertise leading this innovation?
We see huge importance in making the existing food industry transparent and increasing consumer awareness. And on the other side, there needs to be an innovative push by existing brands, to prepare for the fact that in 20 years the retail shelves will look completely different and the supermarkets of today will perhaps even become obsolete.
Project partner:
Bright.coop
In collaboration with:
Different Company
KRO-NCRV
Turbulent Media
Doesn’t the consumer have a big role to play in this evolution? What would happen if existing brands were to set up a cooperation with consumers, joining forces, so the evolution could take place?
