I have seen trends come and go over the years, but some remained to be important over the past 25 years like sugar and fat reduction, gut- and heart health. Organizations have changed quite considerably to adapt their speed of innovation according to the more rapidly changing environment. The climate change, the Covid-19 pandemic and the war in Ukraine all still have a great impact on the food system, the food industry and their way of working. Sustainability is not just a buzz word any longer, but it is really key for companies to adapt their products and production processes accordingly. Also during the last decade, venture capital companies started to invest much more in food(tech) and not only in pharma. The environment has changed dramatically, facilitating young scientists/entrepreneurs to create their own start-ups and develop some really exciting new innovations. Nowadays, it is doing business for a purpose and not only for profit.

In this case, an innovation is a product or service that needs to be truly novel, unique and adding value to the customer and/or consumer. The start-up must have a clear business plan and a developed concept at the very least, prototypes or the final product are preferred. This ideally should be patent protected. To be successful, the team, its advisors and investors are also really very important. Finding the right partners to progress is key and therefore a great start-up should find the right balance between science and innovation on the one hand and business potential on the other.

Your question is indeed a great one, but it can be difficult to provide a comprehensive answer in just a few sentences. In my opinion, the trend of greenwashing will not endure. Companies engaging in such practices are ultimately deceiving themselves, and I firmly believe they will face the consequences of their actions. The current climate does not support such behavior, and consumers will eventually become aware of it. I urge companies to make a serious effort to reduce their carbon footprint, as consumers are demanding it. Doing business that prioritizes people and the planet can actually be profitable, and many companies are realizing this and taking action accordingly. I have seen some exceptional examples recently, as they were finalists for the sustainability award presented in December 2022 during FI Europe in Paris.

For green companies to be truly effective, they must be honest and transparent, and they must continually improve their environmental impact. While an official Ecoscore is not yet available, measuring sustainability consistently and accurately is still a challenge. However, I am optimistic that we will overcome these difficulties in due course.

Sustainability and naturalness will remain at the forefront of certain health trends, as plant-based and precision fermentation options gain prominence. Companies will introduce more high-scoring, healthier products due to the implementation of the Nutri-Score in some European countries. Alternatives to animal-based products, such as alternative dairy and precision-fermented cheese, may become more prevalent. The current economic climate will lead to a heightened focus on affordable nutrition. Digital solutions and services will play a more significant role in 2023, as the use of smart bottles for precise intake measurement becomes more widespread, particularly among athletes and infants. With the world facing increased stress and challenges, immunity and mental health will be top of mind for many consumers in the coming year.