Likeliness to take eco-friendly actions of US adults by generation Quality food demand rockets along $1B 2005 $7B 2014 Local produce (US) 11% 2015 $43.3B Organic produce (US) 2014
The poor vegetables we eat ● Old - veggies are commonly weeks old - fruits months old ● Transported from afar - average >2000km ● Lack nutrients - because of age and growing conditions ● Tasteless, poor texture - due to age, transport, growing conditions ● Treated with herbicides, pesticides and fungicides ● Produced in a wasteful and unsustainable manner, 40% waste
Characteristics of opportunity and need Centralised large-scale production and long distance transport High degree of misinformation about food Existing technology will not do Do new growth drivers have a place in foodtech? Century Growth driver Pre-18th Cultivation and extraction 19th-20th Manufacturing and industry 21st Computation and data
Solution trends Apply technology; computation and data, biotechnology, hardware Incremental vs step change A tech stack - platforms ~ Internet of food Transparency - open source Distributed production
B2C B2B Enabling a huge unaddressed B2B mid market Size of production Industrial production Hobby home growing No plant knowledge needed Ensures traceable quality No up front investment