Food 3.0. Bardzo ciekawy materiał o tym jak social media i aplikacje na iPhone mogą być źródłem wiedzy o tym co jemy, wpływając na przyzwyczajenia żywieniowe... tysięcy ludzi

1. INTELLIGENT DIALOGUE SERIES
SUMMER 2010
The impact of science and systems on the way we grow, consume,
market, fortify, manage, purchase and interact with what we eat.
PAGE 4 PAGE 10 PAGE 22 PAGE 25
When it Comes to Intelligent 10 iPhone Apps What’s Keeping
Food, Why Must Dialogue for Foodies You Up at Night?
“Tech” Be a Four- Q&A
Letter Word?
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2. Introduction
FOOD 3.0
How is technology changing our relationship with food? How
do science and systems impact the way we grow it, consume it,
market it, fortify it, manage it, purchase it and interact with it?
The short answer: The changes are significant – and the impact
is growing.
The complete story is far more complex.
What’s a marketer to do? And what are the major
communications challenges and opportunities as Food 3.0
continues to evolve?
Porter Novelli leaders and experts weigh in on Food 3.0 in this issue
of Intelligent Dialogue.
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3. MARY CHRIST-ERWIN
Partner “FUNDAMENTALLY, TECHNOLOGY ENHANCES US.
Porter Novelli Public Services, Washington, DC
Contact Mary at Mary.Christ-Erwin@porternovelli.com or 202.973.3601
WE DEPEND ON IT. WE CRAVE IT.
IT HELPS US LIVE WELL.”
WHEN IT COMES TO FOOD
WHY MUST
“TECH”
Be a Four-Letter Word?
ACCORDING TO THE LATE COMEDIAN SAM KINISON, “ THERE WOULDN ’T Why is there such reluctance to combine the both health professionals and consumers in the
BE WORLD HUNGER IF PEOPLE WOULD LIVE WHERE THE FOOD IS!” need for food with the power of technology? U.S., while Europeans – who have consumed
I believe in large part it’s a communications probiotic foods for years – looked on in
The outrageous stand-up was no futurist, but others are skeptical of innovation related failure, based upon the few framing the amazement.
he had a point, and years later, cutting-edge to functionality and fortification, or dialogue for the many.
technology speaks to it: While hunger persists nanotechnology. Some fret over projections of At the most basic level, nutrition research
around the globe, innovations have begun to what genomics may bring, while others worry Fundamentally, technology enhances us. We demonstrates that most people suffer from
dramatically improve people’s ability to grow about environmental impact or even increased depend on it. We crave it. It helps us live well. nutrient inadequacies – calcium, fiber,
and access food. Technological innovations are variety and abundance. magnesium, potassium. In response, food
also enhancing food safety, boosting nutrition Perhaps some products are ahead of their scientists have found ways to include whole grains
and maximizing yield. Food techno-resisters have a real voice in the time – early attempts to include more in cereals, to add cholesterol-lowering stanols
food-supply conversation, yet their counterparts healthful items on fast-food menus are good and plant sterols into orange juice or baked goods
Sound like progress? I certainly think so. in other sectors are considered behind the examples. And sometimes products exported – such as Minute Maid® Premium Heart WiseTM or
times. When was the last time you heard a from one region or country to another don’t VitaTops muffin tops with CoroWiseTM plant sterols
So, why – for so many – is “tech” a four-letter manufacturing boss cry foul at tools that assist translate culturally. For example, probiotic- – and to creatively deliver calcium, a challenging
word when it comes to our food supply? Some his business in completing a job better, faster enhanced yogurt took significant time and mineral to work with.
critics focus on agriculture or manufacturing, and more efficiently? communications effort to gain traction among
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4. So why all the uproar? The widespread but not all of them are working to their best
movement for organic, sustainable and local advantage. They’re hindered by legal and
food has begun to associate itself with the regulatory limitations and the call by public
desire for “non-engineered.” But the truth is, health advocates to limit the manufacturer’s
nearly every food is processed on some level, marketing voice.
first and foremost for safety.
A tool with significant promise – and very real
With the multitude of choices available, most challenges – is the opportunity manufacturers
consumers can now choose how processed have to speak about new nutrition research,
they want their food to be – from minimally as well as technological innovation that offers
processed whole fruits and vegetables to enhanced nutritional value. The dialogue over
“WHEN THE PRIORITY IS ON ENSURING
packaged versions intended to deliver servings what food labels should include is contentious,
in novel ways. Talk to parents of picky eaters and the regulations are a moving target. Yet,
CHILDREN CONSUME NUTRIENTS,
about the important role of Wonder® Bread, globally, functional foods sales are projected to
Apple & Eve® FruitablesTM, Dannon® reach $109 billion this year, according to Global
SOMETIMES THE TECHNOLOGY SNEER
Dan-o-Nino® or spaghetti sauce enhanced Industry Analysts.
with vegetables in getting nutrients into
FALLS OFF THE RADAR.”
children without an argument. When the The head of Porter Novelli’s global regulatory
priority is ensuring children consume work, Peter Pitts, who previously worked for
nutrients, sometimes the technology sneer the Food and Drug Administration, offers
falls off the radar. food for thought: “The debate over functional
foods has, to date, focused on the functionality
The reality is that food performs for us at given a product by Mother Nature. Today, a
multiple levels, offering both nutrition and functional food is a product that has been given
desirability. Consumers are savvier than ever, additional nutrition potency through science.
and they demand a lot. So what is a food What hasn’t changed is the regulatory definition
manufacturer or marketer to do? Innovate, but of a functional food, and what types of health
don’t talk tech? claims can be communicated to consumers.
That’s not good for consumers and not good
Manufacturers have numerous for business. This lack of clarity has had the
communications tools at their fingertips, perverse effect of holding back responsible
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5. players while emboldening fringe elements. So what’s needed to cut through the rhetoric
If we want to truly drive better health through and offer consumers what they want – clear,
better nutrition, the government must become delicious, safe choices that meet their
both clearer and more dynamic in its efforts individual needs?
to clarify nutritional health claims over a wide
variety of foods.” The right conversations. The right balance.
Places of agreement – among stakeholders,
The battle over food claims in the European among consumers, among us all. A
Union is, if possible, even more contentious. celebration of our varied needs and wants and
Keith Taylor of Porter Novelli London the technologies that deliver against them.
encapsulates the challenge: “The mismanaged
EU health-claims process has exacerbated We need to bring to a halt the all-or-nothing
consumers’ uncertainty when it comes to discussion on food science and technology
food. Manufacturers and retailers face quite and identify ways to make all manner of
a challenge in marketing health and nutrition
“GLOBALLY, FUNCTIONAL FOODS SALES ARE
agriculture, production and manufacturing
benefits in ways that consumers do not feel work in concert. Let’s build the toolbox, not
are being shoved down their throats.”
PROJECTED TO REACH $109 BILLION THIS YEAR,
break it.
ACCORDING TO GLOBAL INDUSTRY ANALYSTS.”
FOOD TECHNOLOGY HAS THE POTENTIAL TO DELIVER MUCH
MORE. Take a look at the topics included in the July 2010 meeting of the
Institute for Food Technologists:
• Designing macronutrient ingredients • Novel processes and food safety
for enhanced satiety for military and space feeding
• Nutrigenomics, nutritional phenotype • Translating overseas health
and delivery of personalized nutrition and wellness trends for American
consumers
• Processing impact and bioavailability
issues of botanicals
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6. WHAT ARE THE GREATEST CHALLENGES AND
OPPORTUNITIES FOR MANUFACTURERS IN
COMMUNIC ATING THE BENEFITS OF NUTRITION–
ENHANCING FOOD TECHNOLOGIES (E.G.,
FORTIFIC ATION, FUNCTIONAL INGREDIENTS,
INNOVATIVE FOOD FORMATS, SENSORY APPROACHES)?
BILL KOLBERG
Managing Director
Porter Novelli Los Angeles
Intelligent Dialogue Contact Bill at Bill.Kolberg@porternovelli.com or 323.762.2480
The biggest challenge is simply that Our challenge is to simplify consumers’
consumers don’t ‘eat’ nutrition; understanding of the nutritional quality
they eat food – flavors and textures. of the food they eat. We feel the real
Therefore, communication about fat opportunity is not to lecture people about
from calories, dietary fiber, nutritional the dos and don’ts of what they consume,
values, etc., doesn’t resonate very because it’s never that black or white.
strongly with the typical consumer. What we’ve found is that behavior changes
can and should be subtle and simple, like
We work with a local registered dietitian adding or subtracting an ingredient from a
on behalf of a foodservice provider. recipe versus discarding it altogether.
SHEILA WEISS
Account Supervisor
Porter Novelli Public Services, Washington, DC
Contact Sheila at Sheila.Weiss@porternovelli.com or 202.973.2943
In a word – taste. The food has to
taste good, or consumers won’t buy
it. Obvious, I know, but true. From a
stakeholder perspective, the greatest
challenge is balancing the messages
to ensure that they are persuasive and
informational, yet within the regulatory
framework.
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7. BRAD McCORMICK
Executive Vice President, Global Digital Director
Porter Novelli Austin
Contact Brad at Brad.McCormick@porternovelli.com or 512.241.2240
One of the biggest challenges for food What this means is that small, niche
manufacturers is providing a variety food manufacturers suddenly have more
of products that meet the needs of relevance in the food industry. And big
the increasingly diverse palate of the food manufacturers are taking notice.
American eater, while also turning That’s why Kellogg’s purchased a smaller
a profit. Increasingly, the economies niche food company like Kashi, and why
of scale don’t apply. So many big Perdue would launch a small niche brand
manufacturers’ business models were like Harvestland.
built on a one-size-fits-all premise.
Because technology is empowering
consumers, they have greater freedom “BECAUSE TECHNOLOGY IS EMPOWERING
to demand what they want, leading to
market fragmentation. CONSUMERS, THEY HAVE GREATER
FREEDOM TO DEMAND WHAT THEY WANT.”
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8. HOW ARE MOBILE TECHNOLOGY AND SOCIAL MEDIA
CHANGING CONSUMERS’ RELATIONSHIP WITH FOOD –
AND IMPACTING THEIR PURCHASES?
KEITH TAYLOR
Director
Porter Novelli London
Contact Keith at Keith.Taylor@porternovelli.com or +44.1295.224588
Mobile technology is tapping into Users have all the information they could
the desire for convenience, driving possibly want or need, right in their
more informed choices and enabling pockets. Most also have a network of
more spontaneity. Here in the U.K., people offering or asking for suggestions.
online delivery service Ocado lets Purchases may be less planned, but
iPhone users order and pay for they’re better informed than they were
grocery delivery. Shopping lists can even a year ago.
be built gradually, and items can
be bookmarked as favorites. Other The business implication? Manufacturers
grocery-related apps let shoppers and retailers must ensure that they
compare prices, so they can make become part of the conversation – and
more informed purchasing decisions. part of the purchasing decision. If you have
a major food brand and you don’t have a
People are using their phones to community manager, hire one now.
look up recipes as they grocery shop.
Perhaps one of the most interesting
apps is StickyBits. Users can annotate
information (notes, video, photographs)
to a bar code. It shouldn’t be long
before a user scans a label on a
tub of ice cream and receives the
manufacturer’s recommendation for
optimal toppings. The opportunities for
consumer-to-consumer and retailer-
or manufacturer-to-consumer
dialogue are boundless.
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9. ISRAEL MIRSKY
Executive Vice President, Emerging Media and Technology
Porter Novelli New York
Contact Israel at Israel.Mirsky@porternovelli.com or 212.601.8314
Recent research indicates that ingest and burn more easily than ever
consumers globally are becoming before. The apps are consultative (Should
more concerned with calories than I have the chicken salad or the salmon
with organic or healthy eating choices. with risotto?). Food diaries have been
As consumers share information found to be one of the most effective
with one another about what matters vehicles for developing and maintaining
to them when it comes to staying healthy eating habits – a food diary that’s
healthy and eating right, the best- easy to use and carry is likely to have a
substantiated wisdom – count your strong impact on your eating habits.
calories – seems to be bubbling to the
top. Put simply, the Internet is helping Apps that help identify responsibly
consumers get smarter about what sourced foods are proliferating – witness
they eat. Seafood Watch, which helps identify
whether the sushi on the plate is
Mobile applications like Calorie ocean-friendly or not, aiming to inform
Counter and Food Tracker/DailyBurn consumers at a glance whether they’re
help people track the calories they contributing to overfishing.
Google Search Trends on Food
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PORTER NOVELLI: FOOD 3.0 | 17

10. JOEL JOHNSON “THE BRAND CAN NOW KEEP THE
Executive Vice President, Integrated Planning Director
Porter Novelli New York
CONSUMER ENGAGED IN A CONVERSATION
Contact Joel at Joel.Johnson@porternovelli.com or 212.601.8322
ABOUT ITS PRODUCTS.”
Social commerce or socially enabled consumers to make more informed
e-commerce is now mobile enabled. In decisions as they move from say, trial to
Germany, Barcoo links products with loyalty. For example, tasting a fine wine in
customer reviews right at the shelf your wine shop doesn’t have to be the last
through a mobile app for smartphones. step before trial – in fact, it could be the
The data possibilities are virtually endless: first step in establishing a relationship with
from user reviews and ratings to price the brand through conversation. In addition
comparisons or even allergy information. to enabling a mobile information search,
But, it’s impossible to look at the impact smartphones might help a consumer
of mobile technologies on our purchase to “like” the wine on Facebook, tweet
decisions without first understanding and the tasting or bookmark the wine to a
acknowledging that consumer demand for “favorites” list.
information about food, food technologies
and even the environmental or cultural In other words, mobile allows consumers to
impact of “eating” are driving a broader capture the experience in a social network,
conversation. As A.G. Lafley of Procter & start a dialogue with the producer or note
Gamble has stated, “consumer is boss.” it for consumption later. On the brand
side, the producers can leverage a single
The implication is that consumers are experience into a broader shared one with
defining the relationship they want to have fans, followers and even critics in online
with producers, retailers and marketers conversations (providing, of course, they have
of food – the purchase funnel is the the earned media assets to do this –
battleground, and mobile technology is a community, a community manager and different fronts – quality, price and taste, real-time connection of products to social
likely to be the bridge between the product, branded social network activity). The brand come to mind, but it could easily be affinity networks for approval, not just information
consumer and brand. can now keep the consumer engaged in a too. Perhaps the motivational trigger for (which may be better gleaned from advertising
conversation about its product, whether that one consumer is recommendations by other or the wine shop owner).
Mobile technologies are transforming the consumer has purchased the product or not. wine lovers who prefer biodynamic wines or
purchase funnel. Though it was never really wines that come from vintners with best-in-
linear (anyone or anything could interrupt a A third player in this conversation is the class labor practices. In that case, mobile
purchase decision, enabling consumers to expert out there who might influence a technologies benefit consumers by providing
skip whole steps), smartphones empower consumer’s relationship with the wine on
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11. HERE’S WHAT WE’RE GOING TO SEE IN THE NEXT YEAR
OR TWO IN MOBILE THAT WILL IMPACT THE RELATIONSHIP
BETWEEN CONSUMERS AND THE FOOD THEY EAT:
• More mobile apps will connect • Retailers will move to act as
consumers at the shelf with their middlemen, with their own mobile
social network and affinity groups. technologies helping to influence the
consumer at the shelf — which sets
• More producers will enable their food the stage for a potential marketing
“MARKETERS [WILL] STRUGGLE WITH products to be scanned and uploaded
via mobile, images, QR, bar codes
conflict of interest between individual
brands and producers.
INCREASED SCRUTINY FROM and augmented reality readers.
• The growth of mobile food trucks that
CONSUMERS DEMANDING • More brands will try to influence
consumers at the shelf through
rely on social media technologies to
alert followers. Trucks are increasing
MORE TRANSPARENCY.” location-based services like Gowalla
and FourSquare.
in popularity due to the economic
downturn, Millennials’ impact on
lifestyles and an increasing public
• In the U.S., we’ll see more FCC, FTC interest in food culture.
and FDA involvement in claims from
user reviews, comparison data and
other “recommendations.”
• PR crises will sprout up around
food, as marketers struggle with
increased scrutiny from consumers
demanding more transparency
(either through mobile social
networks or mobile commerce).
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12. 10 iPhone Apps
for
FOODIES
1 2 3 4 5 6 7 8 9 10
1 BIGOVEN 7 URBANSPOON
170,000 recipes, with color photos of Turns the iPhone into a slot machine to
the finished products help find a place to eat. There’s a reel
for the neighborhood, one for cuisine
2 LOCALEATS type and one for price
The best 100 restaurants in each of
the 50 largest U.S. cities 8 YELP
Uses the phone’s GPS capability to
3 POCKET COCKTAILS deliver information and candid user
Photos of hundreds of pretty cocktails reviews for nearby restaurants, bars and
with step-by-step recipes other businesses
4 FAST FOOD CALORIE COUNTER 9 VEGOUT
Nutritional info for 6,000 menu items Uses the iPhone’s GPS to find nearby
from the 55 top fast food restaurants vegetarian restaurants
5 COOKIT 10 BARISTA
Alerts users when it’s time to start Guides users through the process of
cooking specific parts of the meal creating a latte, cappuccino, americano,
(when to boil the pasta, roast the mocha, and other delightful espresso
potatoes or take bread out of the oven) beverages
6 TIPULATOR
Computes a tip based on a check
total, and splits it among the people
in the party
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13. What’s Keeping
You
UP AT NIGHT?
At Porter Novelli, we thrive on communications challenges. Give
us a call, and let us take a crack at the challenges keeping you
up at night. We’ll assemble a team of experts for an Intelligent
Dialogue discussion focused on you.
Contact Porter Novelli CEO Gary Stockman with your challenge:
Gary.Stockman@porternovelli.com or 212.601.8114.
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14. PHOTOGRAPHY CREDITS:
COVER PAGE 8 PAGE 14 PAGE 23
(FRONT, BACK) Top Image: Top Image: Background Image:
Top Image: Creative Commons, Creative Commons, Creative Commons,
Creative Commons, Oskay Davieiam Lizjones112
Sirtrentalot Middle Image: Middle Image: Foreground Image:
Bottom Image: Creative Commons, Creative Commons, Creative Commons,
Creative Commons, Adactio Comedy_nose Dan4th
Cielokatie Bottom Image: Bottom Image:
Creative Commons, Creative Commons, PAGE 24
PAGE 2 Yogma Adrian8_8 Image:
Top Image: Creative Commons,
Creative Commons, PAGE 10 PAGE 17 Jurvetson
Botheredbybees Image: Image:
Middle image: Creative Commons, Creative Commons, PAGE 25
Creative Commons, Juliaeatssweaters Little blue hen Top Image:
David Barrie Creative Commons,
Bottom Image: PAGE 12 PAGE 19 Qmnonic
David.nikonvscanon Image: Creative Commons,
Creative Commons, Electric Images
PAGE 5 Emmarosephotos
Image: PAGE 20
Creative Commons, PAGE 13 Top Image:
Dumbledad Top Image: Creative Commons,
Avlxyz Topgold
PAGE 7 Middle Image: Middle Image:
Top Image: Creative Commons, Creative Commons,
Creative Commons, Frozenchipmunk Marc Smith
Rhett Maxwell Bottom Image: Bottom Image:
Middle Image: Creative Commons, Creative Commons,
Creative Commons, Mexican 2000 Ted Percival
USACE Europe District
Bottom Image:
Creative Commons,
JP Puerta
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