Using food culture to think differently about business
Food is more than just fuel; it is a huge part of who we are, how we connect and how our economies work. From a simple mid week family meal to an elaborate culinary adventure, food plays a central role in our lives, reflecting our values, beliefs, and traditions. This cultural significance extends far beyond the dinner table, profoundly impacting the landscape of the food industry. I have spent most of my 25+ year career exploring this powerful connection, arguing that a deep understanding of food culture is no longer a nice to have, it's essential to sustain and succeed.
In my experience, brands and business can use food culture to shape impactful strategies and behaviours – within their business, their supply chain, their customers and for the brave and bold, the bigger category and food system at large.
Here are a few questions business leaders of F&B organisations can begin to ask themselves when it comes to challenging the way they operate. I encourage you to go beyond the traditional approaches, striving to encompass the social, emotional and environmental dimensions of food. This is just a start and will hopefully lead to some meaty conversations and debate within your team — preferably over a delicious meal together.
What part of food culture does my brand and business contribute to?
What role can I play within my category or beyond to not only differentiate but to challenge, change and contribute?
In what ways can I be building food culture from the inside out of my organisation – turning my employees into champions for something bigger than our products and categories?
How can I shake up the traditional recipe for new product and system development – how do I bring food culture into the process and elevate what we mean by innovation?
Are we striving to change behaviour in a meaningful way or are we simply playing catch up?
