Through our 'Future of' themes, we focus our voice in the market on key societal challenges. The Future of Food is one of them. Within this theme, it’s about changing how we grow, produce and consume food in the future. We aim to drive the transformation of the entire food ecosystem by future-proofing clients and supporting them to align shifting nutritional needs within planetary boundaries.
'Growing up in a family with nine kids, dinner time was the moment to come together, have conversations and exchange our experiences. These are the moments that matter, that have shaped me into who I am today and my commitment to connect for impact within the food ecosystem and realise a net positive food system. I'm incredibly proud to lead the Future of Food and work together with so many passionate and committed people. One of them is Vikranth Datla:
Randy Jagt: 'Changing the system will require a change in the mindset of consumers. To address this internally, we launched our True Price coffee bar at our office in Amsterdam. It shows you the 'true price' of your cup of coffee considering the social and environmental costs and the barista asks consumers if they want to pay the true price. It resulted in nearly 60% of consumers paying the 'true price' for their coffee, but more importantly, it created a lot of awareness and triggered conversations.'