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,TRENDS AND FUTURES 2017,Food,Drink,2,FOOD + DRINKPolicy makers are sitting up and paying attention. In 2014, the US Foodand Drug Administration ushered in its first major update to the nationsNutrition Facts labels in more than two decades. The finalized rules,published in 2017, include for the first time information on added sugars.Public Health England is challenging businesses to cut sugar by 5% in,2017 and by 20% by 2020, and is also revising sugar labeling to makecontent clearer to consumers.The restaurant trade is also taking heed. Many chefs are being moretransparent about additives, observes Michael Harlan Turkell, authorand host of The Food Seen, a podcast that explores the crossoverbetween food, art and design. “Even more so, Im seeing it in businesseslike Dig Inn, Sweetgreen, Tender Greens. the fast-casual option over thefine-dining projects.” This wont solve the industrys health challengesovernightbut its progress.Silicon Valley food pioneers and shrewd entrepreneurs are alsoresponding with new solutions to counter the global food crisis.Cultured meat, slow-grown meat, plant-based alternatives and “clean”products that cater to millennials desire for healthy on-the-go snacksare on the rise. Consumers in general are exhibiting a more consideredattitude to food consumption. They are more aware of the environmentaland health implications of eating too much red meat, salt and sugar, andare also becoming more familiar with a wider range of protein choices.,Seven and a half billion mouths to feed. Twobillion metric tons of food waste to tackleeach year. A carbon footprint that representsa quarter of all greenhouse gas emissions.The scale of the challenges facing the globalfood and drink industry seems immense, butthere is cause for optimism.,3,FOOD + DRINKSome of these shifts are being documented by Brian Kateman, cofounderand president of The Reducetarian Foundation and editor of TheReducetarian Solution: How the Surprisingly Simple Act of Reducing theAmount of Meat in Your Diet Can Transform Your Health and the Planet,which was published in April 2017.“Interest in the reducetarian movement has exploded,” he says, addingthat the Foundations website is approaching one million views annually.Kateman expects to welcome more than 400 delegates to May 2017sinaugural Reducetarian summit in New York.“Were seeing more and more people who identify as part-time vegansand vegetarians,” he says. “In the next five to 10 years, factory-farmedmeat wont be the star of the plate. Well see more cauliflower steaksand beds of quinoa, plant-based meats that are indistinguishable fromconventional meat, and cultured meat will be the swanky new ingredientin every high-end restaurant. A few years on, cultured meat will be ingrocery stores and fast-food chains. Factory farming is already a dirtyterm, but itll soon be unthinkable that we farmed billions of animalsevery year in a wasteful, cruel and inefficient process.”Celebrated chefs and restaurateurs are throwing their weight behindethical and community-focused food and drink initiatives. Mission-oriented fast-food chain Locol is expanding into premium quality yetaffordable coffee with Yes Plz. Noma Mexicos pop-up continues to giveback to the Yucatan community, most recently through its new bar menu,the proceeds of which will support a local development charity.Left: LocoL Sweet and Creamy Cold Coffee. Photography by Audrey Ma,4,FOOD + DRINK,5,FOOD + DRINKInMay,SkyeGyngell:Table,acommunityeatingprojectatLondonsSomersetHouse,tackledthefood-wastedilemmawithits“scratch”menu,whichdrawson“waste”food,includingseasonalscrapsfromSpringrestaurantslacartemenu,tocreateasimple,delicious,affordablemeal.Retail took a battering in early 2017 but food and drink sales are holdingup well, as shoppers plough more dollars and pounds into experiencesrather than consumer goods. The London Evening Standard is tappinginto the continued boom in food festivals with its first annual FoodMonth in June, a lineup of more than 400 events that reads like awhos who of the culinary glitterati. As well as celebrating food, theinitiative will promote awareness of food waste and hunger through itspartnership with The Felix Project charity.The latest retail buzz is focused not on malls crammed with fashionboutiques, but on food. Chef and author Anthony Bourdains mega foodmarket on Pier 57 in New York, slated for launch in 2019, will host morethan 100 local food vendors. On the other side of the Atlantic, newjoint venture London Union plans to open as many as 20 local marketstailored to different neighborhoods across the British capital, with apermanent street food market pegged for 2017.“The great thing about concepts such as London Union is that the dinergets choice without compromising on quality,” explains Joe Lutrario,deputy editor of Restaurant magazine. “Removing barriers to entry isopening up the food and restaurant world to talented people that haventnecessarily worked for other restaurants. Theres also a lot less to lose,so people are taking more risks. This is making for great, original food.Top: Massimo Felix of The Felix ProjectBottom: Refettorio Gastromotiva. Photography by Angelo Dal Bo,Product trends,7,FOOD + DRINK,TRENDSHealthonism risingConsumers are seeking out guilt-free,great-tasting products that provide healthyindulgence.Consumers are seeking out natural, wholesome food and drink atevery turn. This is prompting categories traditionally associated withindulgence, such as alcohol, ice cream and confectionery, to incorporateholistic health and wellness into their productswithout compromisingon flavor.In September 2016, Anheuser-Busch InBev tapped into the growingpopularity of malt beverages, hard sodas, and sparkling alcoholicbrands in the US, acquiring Boathouse Beverage, which produces theSpikedSeltzer brand of gluten-free, low-carb alcoholic sparkling seltzers.Vegetable-based cocktails and spirits continue to find favor withvirtuous drinkers. Each bottle of C, the latest offering from Pennsylvaniadistillery Boardroom Spirits, contains around 12 and a half pounds ofground, fermented and distilled fresh carrots. This carrot spirit followsBoardrooms B spirit, made from fresh beets.,FOOD + DRINK,8,TRENDSAccording to bartender Robin Kirk Wolf of The Hatch Rotisserie and Bar inPaso Robles, California, few vegetables offer cocktails as much versatilityas the carrot. “With its subtle earthy sweetness and bright color, carrotjuice has a lot more potential than we give it credit for,” he tells Imbibemagazine. This versatility has seen it find a place on more bar menusacross the United States in recent months. For winter 2016, Chicago barScofflaw created the seasonal Two Charlies cocktail, combining carrotjuice with ginger liqueur, while turmeric-infused vodka blends with carrotjuice in the Lunar Eclipse cocktail from Victor Tangos in Dallas. has released two Bespoke Botanical Mixers designedto unlock flavors in whisky and rum. With orange, rosemary and gentianbotanicals, and lime, mint, sage and rose botanicals respectively, bothare made with natural flavorings and are free from artificial sweeteners.Top: Right: Two Charlies cocktail at Scofflaw, Chicago. Credit Dan Segar,9,FOOD + DRINK,TRENDSIn east London, catering and design studio Blanch & Shock has beenworking with Dalstons, maker of Dalston Cola, to develop drinks with ahealthy sweetener derived from chicory root.Confectionery and ice cream brands are also launching new productsthat appeal to health-conscious consumers. Each BerryBon bonboncontains 540 international units (IU) of vitamin D3, close to the USrecommended daily allowance for adults. Referring to the bonbonsnaturally sweetened red fruit filling and high vitamin content, theHungarian brands slogan is “Unexpect everything!”UK-basedbrandMiiROclaimstoofferthefirstrawchocolate-coatedpopsiclethatisfreefromdairy,glutenandrefinedsugar.The“nicewithoutthenaughty”treats,whichcomeinchocolatehazelnut,saltedcaramel,andvanillaandpeanutbutter,aresuitableforbothvegansandvegetariansandare“asmartbalanceofprotein,carbohydrateandgoodfats.”MiiRO,Prescription nutritionConsumers are spending on health-drivenfood services that help them manage overallwellbeing.As our understanding of wellness becomes more nuanced, newservices are putting food and drink center stage in preventative healthtreatments for consumers.Meal-prep service Metabolic Meals takes the work out of healthy eatingby delivering “delicious, personalized meals made with fresh, gluten-freeingredients” in weekly or monthly subscription packages. Consumerscan choose the Chefs Choice plan for weight loss or improvedperformance, or My Choice for convenience.Galley, based in Washington DC, offers meals containing between 600and 800 calories, priced from $13 to $16, including tax, delivery, andgratuity. It requires no minimums or subscriptions and each dish iscomposed of a protein with two sides. All meat, poultry and dairy arehormone-free. “We try to keep in touch with concierges in hotels aroundthe city,” cofounder Ian Costello tells Passport magazine. “If youre abusiness traveler, its great to have Galley as an option: its healthy, itswell-defined, it tastes like fine dining.”Metabolic Meals,FOOD + DRINK,10,TRENDS,FOOD + DRINK,11,TRENDS,“If it isnt suitable forbuilding energized,effective and happypeople, then we wontserve it.”NOURISHDFood is the drug for health company Euphebe. Its 28-day E28 rebootprogram includes ready-prepared plant-based meals and a tech-basedcoaching platform that provides education, motivation and supportfor long-term behavior change. The $650 per month cost of the full-immersion program includes 48 lunches and dinners.In London, Nourishd curates sustainable corporate food choices fordelivery. Each dish is vetted by nutritionists to ensure it meets theNourishd food guidelines. “If it isnt suitable for building energized,effective and happy people, then we wont serve it,” the brand promises.Euphebes meals,TRENDSValley foodsSilicon Valley sees the economic opportunityin global food challenges and is disrupting theway people eat and drink.Venture capitalists and others invested $350 million into food techcompanies or projects in 2012, and that figure is rising by about 37%every year, according to VC database CB Insights. As meat consumptionbecomes more central to the global discussion on lowering carbonemissions, several startups are attempting to develop palatable,affordable meat-free alternatives.Impossible Foods meat-free, plant-based burger includes a plant-derived version of heme, a component of hemoglobin that contributesto the characteristic color and taste of meat. The burger made it ontothe menu of David Changs New York restaurant Momofuku Nishi in 2016and it is currently being flipped at restaurants across New York, LA,Las Vegas, and San Francisco. In March 2017, the company announcedthe opening of a large-scale production facility in California that will beable to churn out as much as one million pounds of meat-free “meat” amonth when running at full capacity.,12,FOOD + DRINK“Once consumers arepresented with anaffordable, deliciousand convenient optionthat isnt served with aside of climate changeand animal abuse,they will choose it overfactory-farmed meat.”BRIAN KATEMANTHE REDUCETARIAN FOUNDATION,FOOD + DRINK,13,TRENDSSimilarly, San Francisco-based Memphis Meats says it has made theworlds first lab-grown chicken strips from animal cells and Israelistartup SuperMeat is developing the tech to make chicken meat fromcell samples, initially for mass production and eventually even for homeproduction.Yale has become the first university to serve Beyond Burger, the plant-based patty from Beyond Meat, the much-hyped Los Angeles producerbacked by Bill Gates and Twitter cofounder Biz Stone. Adam Millman,senior director of Yale Hospitality, explains that providing this option“reflects an understanding of the up-and-coming generations evolvingdietary preferences in which animal-based protein, while important,plays a less prominent role.”His comments reflect findings from Mintels 2017 Protein Report: MeatAlternatives, which shows that 36% of millennials are embracing meatalternatives, versus just 14% of baby boomers.“Every day consumers are growing more and more excited aboutcultured meat,” says Brian Kateman of The Reducetarian Foundation,noting that plant-based and “alternative” protein could represent up toa third of the protein market by 2050. “Once consumers are presentedwith an affordable, delicious and convenient option that isnt servedwith a side of climate change and animal abuse, they will choose it overfactory-farmed meat.”Memphis Meats,FOOD + DRINK,14,TRENDSMemphis Meats,FOOD + DRINK,15,TRENDSOther entrepreneurs are pioneering new approaches to food and drinkformats for on-the-go consumers. Harvards David Edwards, the brainsbehind WikiFoods edible packaging technology, has launched a non-dairyfrozen dessert range offering “smarter nutrition” as IncrEdible Innovations,WikiFoods consumer brand. And despite recalls and reformulation, in May2017 meal-replacement brand Soylent secured a further $50 million infunding, bringing the total to a cool $74.5 million. Since launch, Soylent hasextended into the breakfast category with Coffiest, a 400-calorie blendof coffee and plant-based nutrients. It recently added two new flavors,Nectar and Cacao, to its line-up and is reportedly eyeing a number of“new innovations in product categories,” according to founder and CEORob Rhinehart, an engineer and entrepreneur.Above: Perfectly Free by WikiFoodsRight: Coffiest by Soylent,16,FOOD + DRINK,TRENDS,Hack snacksProducts that stimulate and have naturaland self-optimizing credentials are the orderof the day.“Biohacking,” the latest buzzword in food and drink circles, is driving araft of new launches that have brain-boosting properties but are free ofunwanted side effects. “Nootropics, or smart drugs, are a new categoryof cognitive-enhancing supplements garnering a cult-like followingwith the work smarter, not harder class,” writes Meagan Dexter on theForbes website.Finland is home to a growing number of food hacks. Finnish foodreplacement drink Ambronite continues to vie with Soylent for columninches, and the countrys Four Sigmatic startup says its mushroom-based beverage delivers all the benefits of coffee minus the caffeineslump and stomach acid burn. The instant “coffees” made withcombinations of chaga, lions mane and cordycep mushrooms aredesigned to boost brain function and keep drinkers stimulated withoutjitters, according to founder Tero Isokauppila.Four Sigmatic. Founded by Tero Isokauppila,
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