JKR

A set of 21 papers published by the Royal Society spell out a challenging future for food production: a potential need to increase supply by up to 70% in the next 40 years, as populations rise. But we are maxing out on arable land to use.

There are plenty of proposed solutions (artificial meat created in a vast vat anyone?). But one major help will be reducing the 30-40% of food waste which is typical in both developed and developing countries.

Obviously consumers could play their part by buying less, and learning to cook meals from what they have. But packaging will surely develop substrates that will extend food’s lifecycle. While being “sustainable” is somewhat generic, the specificness of this challenge means it is one that a brand could tackle and truly “own”. Moving from “best before” to “use by” information would be a simple start. Selling less product, as some bread brands are doing, might also become the norm.

Napoleon, famous for stating that “an army marches on its stomach” drove the research and development of preserved foods, with a prize of 12,0000 francs for a successful breakthrough. Chef Nicolas Appert won in 1810 for his method of packing food in bottles, corking them and submerging them in boiling water to stop spoilage. He used his prize money to open the world’s first commercial cannery. Could packaging be on the cusp of similar breakthroughs now, as again necessity proves to be the mother of invention?

Forty years hence, today’s brands will likely be caught in a pincer movement, between the “grow your own” fresh local food producers, and companies such as Monsanto, whose grasp on the intellectual property of efficient food development will potentially make them market leaders. It’s a brave new world, but right here right now, food brands could be doing more to ensure they end up eaten, not binned. Below is an info graphic from next generation food with some startling statistics: