Page 28 - FoodFocusThailand No.143_February 2018

SPECIAL FOCUS

really all about nutrition, but more consumers, especially the younger Food safety, for example, is an aspect in which plenty of resources
ones, are looking more holistically at healthy eating. [They look at are being invested and which provides great value to the industry,
both] the product’s health and the impact that its production and but what’s most important, according to Mr Worthington, is to “have
distribution has on the health of our planet, and this is leading to one place where everyone: industry, governments, researchers,
changes in their diets.” organizations, (etc.), can get together and focus on the areas that
Not surprisingly, given this focus on health, fruit and vegetables are key to everyone. In Australia and New Zealand, we have a
are currently one of the major snacking alternatives in all world regions. reputation for safe and quality food and we want to do anything within
“Fruit has the highest snack use in Europe, Asia Pacific and the Middle our power to protect that.”
East/Africa, while in the Americas it ranks in the top five, while In this regard, genomics has become a great tool for the
vegetables have the highest snack ranking in Asia Pacific and Europe,” improvement of food safety, and Mr Silbermann argues that this same
reports Mr Silbermann. “This will be attributed to innovations in tool should also serve to give a boost to other aspects, namely flavour.
packaging, as well as marketing partnerships between retailers and “In the next 5 to 10 years, [genomics] will have a great impact on
suppliers.” variety development and in the way we unlock the convergence of
When marketing produce, it is worth taking into account that flavour and fragrance. Some tomatoes, for example, taste better
millennials make a deep use of technology, such as tablets and apps. because of their aroma, and not their sugar levels [and] I suggest
“As for centennials, they are also likely to purchase items that are that we are uniquely positioned to capitalise on lessons like this to
described as fresh, natural and local, and they love to cook from create and intensify brand personalities for our products.”
scratch, so whether you’re telling your sustainability story or integrating
demographic research into your market strategies, these are aspects
for you to consider,” states Mr Silbermann.
In this sense, Mr Worthington affirms that “trying to get millennials
and centennials involved in our industry, attracting talents to run our
businesses, as well as to influence our strategies, is just as important
as marketing our products. We need to change our own stereotypes
about how these groups approach a career,” and this includes
enhancing the value of diversity of opinions, with “86% of millennials
[feeling] that differences of opinion allow teams to excel in the business
place.”
The innovation that millennials can bring will, in fact, become an
essential tool to face the challenges ahead. “By 2050, 70% of the
world’s population will be living in cities, and in our industry, claiming
a portion of the increasing need for fresh food is both daunting and
exciting for innovators,” affirms Mr Silbermann. “The good news for
us is that fresh produce is playing a key role for many meal kit
providers.”
As regards data, it has been reported that “by 2020, there will be In conclusion, “we need to approach marketing as a discipline
50 billion digital generators in the supply chain, broadcasting data and to design products that meet demands and specific needs. We
that can be effectively used to more effectively market our products firmly believe that we need to stop framing the challenges ahead as
and assets. Data, I believe, is what’s going to drive our business in ‘either or…’, and instead start treating them as both, [with] plenty of
the future,” and it can be applied to many aspects, including predictions room for individual brands and for universal category movements.
on production, food safety risks, supply chain needs or consumer [Ultimately], marketing is what will drive consumption in the future
demands. and help reframe fruits and vegetables in the minds of consumers,”
states Mr Silbermann.

Fruit and vegetables are currently one

of the major snacking alternatives
in all world regions.

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FOOD FOCUS THAILAND
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