Food: Business? Movement? Or Both? Citizen-Centered Innovation and Food William Rosenzweig Physic Ventures San Francisco, California
May 16, 2015
Food: Business? Movement? Or Both?
Citizen-Centered Innovation and Food
William Rosenzweig Physic Ventures
San Francisco, California
Waves of food innovation 1950-60’s
Age of processing and cheap calories
1970’s-80’s
Rise of convenience
1990’s-00’s
Natural meets gourmet ; goes mainstream
Food is connected to everything
Sustainability
energy
economy
climate
health
Lots of promising tech solutions
• Biotechnologies – Plant and animal breeding – Enhancement of inputs
• Information Technologies – Prediction, tracking, traceability, efficiency
• Appropriate Technologies – Irrigation, solar, organic, resource management
• Elimination of Waste
the real problem is US
Sustainers NOT Consumers
Corporate Social Responsibility Branding Survey, Penn, Schoen & Berland, with Burson-Marsteller and Landor, 2010.
Food is everything to everybody
Nutritional Political Cultural
food as medicine
9
Chief health officer
10
and is different from everything else
food is increasingly digital
Digital is increasingly social
I am an optimist*
*most of the time
Riding an innovation wave
Social Entrepreneurship
20
Investing in Keeping People Healthy
Consumer-Health, Well-being and Sustainable Living
Sustainable Living Well-‐being Consumer Health
Theme / Sector Energy Materials Water Ag / Food/ NutriAon
Consumer Brands and Services
Personalized Health
Connected Health
PrevenAon
PersonalizaAon
Performance
Transparency
Efficiency
ConnecAvity
Physic investment scope
Physic investment themes
• Prevention • Personalization • Performance • Participation • Transparency • Efficiency • Connectivity
Obstacles to venturing in food
• Slow adoption rates • Lack of seasoned entrepreneurs • Entrenched distribution systems • Regulatory uncertainty and hurdles • Investment ecosystem is immature
The next wave of food innovation
2010’s-20’s
Citizen-Centered: Driven by digital and social media
A world of mobile apps
200,000,000
What’s rolling the wave?
• DreamIt • Lionite
• Austin Technology Incubator • Slingshot Labs • 140Labs
• fbFund • NextStart • Capital Factory
• Boom • Excelerate • Advanced Biotech Incubator • Ventura Ventures Tech Center • Venture Creations • i/o Ventures • The Summit • AngelPad • 500 Start-ups • Year-one Labs • LaunchBox
• RockHealth • BluePrint Health • Founders’ Den • ER Accelerator • Hatch Labs
2007
2008
2009
2010 2011
Incubators, angels, and newly- liquid facebook millionaires
Next wave innovation clusters
• Empowering citizens • Empowering communities • Empowering producers • Disrupting distribution channels
Empowering Producers
Producer education
Producer value enhancement
Empowering Communities
Health and disease
Social, technological
Local
Empowering Citizens
Direct influence Focus on corporate
accountability
Legislative and policy modification
Disrupting Distribution Channels
Consumer access points
Upstream on value
chain
Guiding Personalization and Discovery
Deals and purchasing
Discovery
Home cooking
Transparency
Guiding Personalization and Discovery
Any Leaf Aisle 411
Neighborhood Fruit
Foodzie Locavore
Foodily
Empowering Producers
Small Farmers Program (OSU)
The Greenhorns
Intuit SMS solution
State-based land banks
Slow Money Finance for Food
Land Link
Empowering Communities
Nutristyle Diabeticconnect
Caring.com
Foodspotting
Plate and Pitchfork Ghetto Gourmet
Truck Farm Rooftop Farms
Food Corps The Windowfarms
Project
Empowering Citizens
Meal Snap Yottamark
Food Sprout Food Tree
Caloricious LoseIt
Monterey Bay Aquarium CleanFish
FarmtoSchool.org Jamie Oliver Food
Revolution Let’s Move
Chefs Move to Schools
Disrupting Distribution Channels
Revolution Foods Local Dirt Local Orbit
Foodoro Gotham Greens Local Harvest
Food Hub
Transparency Good Guide
Shopwell
Transparency: GoodGuide
Health, environment, social ratings
Nutrition education
Digital calorie counting
Quantified self: Lose it
Food system mapping
Menu personalization
Patient support communities
Empowering producers
Intuit: SMS Connect
Distribution disintermediation
Urban community agriculture
Transforming access: Foodhub
Empowering community
Childhood obesity and schools
Childhood Obesity Prevention, 2010, State Legislation Report, American Academy of Pediatrics, available at http://aap.org/advocacy/statelegrpt.pdf
State Laws since 2003: School Nutrition
Transforming the system of supply
Crisis = Danger + Opportunity
• Pressing problems • Passionate protagonists • Big markets: local and global • Disruptive, scalable technology platforms
thank
you