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Trends to watch: technology & consumer demand

An agri-food intelligence company says rapidly changing technology in the food system and consumer preferences are two major drivers for the future of agriculture.

AimPoint Research Director of Communications Jennifer Coleman tells Brownfield since the pandemic, consumers are shifting toward more of a ‘food is health’ mindset.

“So they’re thinking about not just calories, but they’re thinking about the nutrients that they’re taking in,” she says.  “They’re thinking about supplements more, should I eat healthier? What does this mean for my health?”

Coleman says a smaller labor force and advanced traceability are also leading to greater innovation. She points to one start-up using BioTags™ from baker’s yeast that could enhance food supply chains.

“Index Biosystems actually has a technology where they’re creating a unique DNA code that can be applied to something as small as a single seed traced all the way through the system all the way into the final food product,” she says.

She says the technology could be used to reduce the impact of food recalls and give greater transparency to consumers.

Brownfield interviewed Coleman during the recent Michigan Agri-Business Association’s Winter Conference.