Eat Me (Or Try Not To)

It’s hard to imagine going through a whole day without eating at least one of our favorite food brands. No matter where you are in the world. In under two centuries they’ve spanned continents and cultures spurred innovation and technology and forever changed the food landscape.

Our food preferences are influenced by dozens of factors including genetics environment and habit. But the taste is also about perception. The color texture and weight of food are as important as the flavor. So what does it take to create the next iconic food product?

Today we’re familiar with so many food brands that we no longer need to be convinced to buy many of them. But at one point each and every one of them had to come up with a plan to get us to try them. Today the food and drink marketing industry is worth about $900 billion - and growing.

With every single bite or sip that we take we are participating in the oldest and one of the most complex and sophisticated journey’s around the world ever taken. The global food supply chain is part of an 8 trillion dollar network that produces over 4 billion tons of food each year.

Food brands have traveled around the world for as long as humans have. But it doesn’t just visit. It sticks around and changes the place. It doesn’t need a passport or a visa just some welcoming taste buds. And once that food is adopted it becomes part of local culture and tradition.

It’s an interesting time to be in the food business. Or you know just eat. Climate change a global pandemic a booming population…It’s also a time ripe with opportunity not unlike the first wave of the industrial food revolution that gave us the first globally mass produced processed foods.