LAB SIAL PARIS 2018

F U T U R E L A B SIAL PARIS 2018

The entire or partial reproduction of this document’s content is strictly subject to copyright, ALIMAVENIR for SIAL 2018

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Decoding the future of food


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Decoding the future of food0The future of food is a fascinating subject and even more so because of concerns about appealing to consumers. The topic receives a lot of media attention: data and figures are circulated with the latest scientific and technical innovations are often presented as THE solution to feed the world, but there is a lack of critical perspective to help sort through these announcements and prophecies.The aim of this article is to divide the main challenges into four key themes: Will we be able to feed the world in 2050? Who will be making meals? Will food become our best medicine? How far will transparency go as it increasingly involves the entire system, from field to fork? Many start-ups and major groups have assessed future mutations and are already offering new products and services. But other very different innovations are still being tested in research centres and laboratories. To get to the market launch stage and beyond that to mass distribution, they must prove their efficiency and profitability and convince consumers. Don’t forget that consumers are more or less open to innovation and changes to eating


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Decoding the future of food0behaviours can take time. This social and anthropological dimension must be taken onboard.In this article, everything mentioned is real and already in development (or being researched) except the items in the “Elements for 2030” section, which are projections often based on real facts. This section, sometimes a little bit exaggerated, is specifically designed to generate a reaction. After all, the future of food will be what we (as consumers) want, the future we are looking for.


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Feeding 9.8 billion people in 2050: Alternative proteins?The kitchen of the future: digitally assisted home cooking or robots?Food and health: are customised products the future?Transparency, traceability and future imperatives

Decoding the future of food0


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1 Feeding 9.8 billion people in 2050: Alternative proteins?

8 Weak signal

9 Keyfigures

10 9.8 billion people in 2050: what will be the impact onfuturefooddemand?

11 Theriseofnewdiets

12 Environmentalconsequencesoffarming

13 Increasinglyrealisticsubstitutes

14 Newsourcesofalternativeproteins

21 Newproteinsbutinwhatform?

22 Elementsin2030scenarios

Summary


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Feeding 9.8 billion people in 2050: Alternative proteins?1Weak signal The American meat giant Tyson, Bill Gates, Richard Branson and Cargill have invested in the Californian start-up Memphis Meat which is announcing the market launch by 2021 of its chicken “grown” in a lab from stem cells.


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Feeding 9.8 billion people in 2050: Alternative proteins?1By2050,demandforfoodwillhaveincreasedbetween+32%and+48%accordingtodifferentdemographicandsocio-economicscenarios2

20litresofwaterarerequiredtoproduceabeefsteak(volumeoffreshwatercapturedinsurfacewaterandwatertablesneededtofeedtheanimals,plusirrigationforfoddercropsfortheanimalsandwaterusedtoprocessthemeat).4

Livestockfarmingisresponsiblefor14.5%ofgreenhousegasemissions. 5

2.5to10kgofplantproteinarerequiredtoproduce1kgofanimalprotein,dependingonthetypeofmeatandthefarmingmethod.6

+ 32% and + 48%

20 litres d’eau

Greenhouse gas

2,5 to 10 kg

29%ofIndians,14%ofBraziliansandBritish,7%ofGermansandCanadians,6%ofItalians,3.3%ofAmericansand3%ofFrenchsaytheyarevegetarian.3

Theworld’spopulationshouldgrowfrom7.6billionin2017to8.6billionin2030and9.8billionin2050,accordingtothelatestprojectionsfromtheUnitedNations.1

Vegetarian

Wrold’s population

Key figures

1 United Nations, World Po-pulation Prospects. The 2017 Revision. New York: United Nations, 2017, 53 p. https://esa.un.org/unpd/wpp/Publica-tions/Files/WPP2017_KeyFin-dings.pdf 2 Christophe Gouel & Houssein Guimbard, “Nutrition Transition and the Structure of Global Food Demand,” CEPII (Centre d’études pros-pectives et d’informations internationales) Working Paper, March 2017, 30 p. http://www.cepii.fr/PDF_PUB/wp/2017/wp2017-05.pdf 3 Vigie Alimentation 2018 Study, Paris: Futuribles, Sep-tember 2018, 194 p.4 INRA, «Fausse viande ou vrai éle-vage ? » dossier http://www.inra.fr/Chercheurs-etudiants/Systemes-agricoles/Tous-les-dossiers/Fausse-viande-ou-vrai-elevage 5 FAO6 INRA, «Fausse viande ou vrai éle-vage ? » dossier http://www.inra.fr/Chercheurs-etudiants/Systemes-agricoles/Tous-les-dossiers/Fausse-viande-ou-vrai-elevage


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Feeding 9.8 billion people in 2050: Alternative proteins?19.8 billion people in 2050: what will be the impact on future food demand?

According to the United Nations medium variant population projec-tions,therewillbe2.2billionmorepeoplelivingontheplanetin2050.Fooddemandthereforeshouldincreaseproportionallyorevenmorebecause,at the same time, food behaviours are changing. Most countries arealreadycommitted,atvariousstages, to initialnutritional transition.Thismeansdietswithahighercaloriecontent,lesscerealsandvegetablesandaboveall,replacingplantcalorieswithanimalcalories(meat,milk,eggs).Itistheresultofeconomicgrowthandchanginglifestylesassociatedwithurbanisationandfreertrade.MeatconsumptioninChinagrewfrom15kgperpersonperyearin1986to50kgin20167..Itisstillfarbehindthelevelsofconsumptionindevelopedcountries(97kgperpersonintheUS),butthesetrendsforecastaquickcatch-up.

So future food demand will depend on many factors beyond meredemographic growth: change in income (and income allocation), scaleandpaceofnutritionaltransition,etc.Accordingtoalternativescenariosbased on SSPs (Shared Socio-economic Pathways) used in many fore-castsincludingthoseoftheGIEConclimatechange,theincreasewouldbebetween32%and48%between2010and2050:

7 OCDE Data, Meat Consump-tion https://data.oecd.org/agroutput/meat-consump-tion.htm

8 Christophe Gouel & Hous-sein Guimbard, “Nutrition Transition and the Structure of Global Food Demand”, CEPII (Centre d’études prospectives et d’informations internatio-nales) Working Paper, March 2017, 30 p. http://www.cepii.fr/PDF_PUB/wp/2017/wp2017-05.pdf

SSP3Fragmentation

Scénariotendanciel

SSP2MiddleoftheRoad

SSP4Inequality

SSP5Conventionaldevelopment

SSP1Sustainability

0 10 20 30 40 50 60

48

46

40,8

35,5

35,4

31,8

Change in food demand between 2010-2050 (%)

Source:CEPII8


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Feeding 9.8 billion people in 2050: Alternative proteins?1Fromamoreexaggeratedyet informativeangle,calculationsshowthatprotein demand would increase by 78% if the entire population of 2050reached the higher consumption levels observed today in developedcountries.Onthecontrary,itwoulddropby13%iftheentirepopulationwashappywiththenecessaryintakeforasedentaryadult(2,000caloriesadayincluding10%protein)9.

The future evolution of eating behaviours, particularly the amount ofanimalproteinonplates,iskeytothefuturefoodequation.Willemerginganddevelopingcountries,especiallythemostpopulatedlikeChina,India,IndonesiaandSub-SaharanAfricancountries,followtheWesternmodel?

9 HENCHION Maeve et alii. “Future Protein Supply and Demand: Strategies and Factors Influencing a Sus-tainable Equilibrium,” Foods, 2017, vol.6, n°53. URL: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5532560/pdf/foods-06-00053.pdf

The rise of new dietsFor now, geographic and cultural differences put the universal tran-

sition theory into perspective. India in particular, with 29% vegetarians(essentiallyforreligiousandpoliticalreasons),doesnotfollowthispattern.Japan’s figures for meat consumption are far lower than its economicdevelopment(36kgperpersonperyear),howeverithasahighleveloffishconsumption.Brazilianseatfarmoresteakandchickenthan10yearsago,butit’stheoppositeforthepopulationofNigeria.

Inthefuture,alinearchangeisnotthereforethemostprobable,espe-ciallyas themiddleandupperurbanclasses inemergingcountriesareadoptingnewlifestylesfaster, lifestylescirculatedgloballybythemedia,socialmediaandinternationaltravel.Today,affluentMillennialsinBeijingandShanghaiwant to reduce theirmeatconsumptionandtheChinesegovernmenthasencouragedthepopulationtoreduceitbyhalf,forpublichealthreasons.Similarly,theactivismoforganisationsinBrazilwouldindi-catethatvegetarianismisbecomingmorepopular.


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Feeding 9.8 billion people in 2050: Alternative proteins?1Diets that exclude some - even all - animal products have witnessedincreasedinterestindevelopedcountriesoverthelastfewyears.Thenum-berofvegetarians(whodonoteatmeatorfish)maystillbelowandthatofvegans(whorefuseanyproductofanimaloriginincludingdairy,eggsorevenhoney)stillmarginal,butgrowthhasbeenobservedinmanycoun-tries.Furthermore,thesedietsconcernahigherproportionofyoungpeoplewhichwouldindicatethattherecouldbechangeslinkedtogenerationaltransition.Thenumberofflexitarians(peoplewhoreduceorlimittheirmeatconsumption)hasreachedathirdofconsumersinseveralcountries.Ani-malwelfareandethicsaregenerallymentionedasthemainmotivationsforvegetarians,alongwiththeenvironmentalimpactofanimalfarming.

Environmental consequences of farmingFarmingmethodsareveryvariedaroundtheworld,fromtheAmerican

feedlots,wherebeefarequicklyfattenedinpenswithcorn,toextensiveherding in Argentina and mountain pastures in France. Environmentalimpactsarethereforejustasvaried.TheFAOestimatesthatlivestockfar-mingproduces14.5%oftheworld’sGHGemissions,takingintoaccounttheproductionofcattlefodder,processing,transport,etc.Ontheotherhand,livestockfarmingcontributestothestorageandmaintenanceofahugecarbonpoolinsoilsthankstotheprairies,whichpartlyoffsetstheseemis-sions.

Inacontextoftheworld’sincreasingfooddemands,animalfarmingiscontroversial because the yield from the animals’ plant transformationisgenerallylow.However,livestockalsoeatplantsthatmandoesnoteatdirectlylikegrassandcropresidue.Whattheyeat(grass,soya,rapeseedand sunflower cake, cereals, co-products, etc.) therefore changes thisyield.


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Feeding 9.8 billion people in 2050: Alternative proteins?1Quantities of plant protein required to produce 1kg of animal protein

Kgofprotein (incl.grass)

Kgofprotein also eaten by people

chiken 2,7 2,1

pork 3,3 2,6

beef 9,9 0,9 to 3

Source:Huygue,201510

Industrialfarmingisalsooneofthecausesofdeforestationbysoyafar-mersinSouthAmericathatisthreateningtheAmazonrainforest.

10 Huygue Christian, Pro-téines végétales protéines animales : une équation à multiples inconnues. Colloque Bioéconomie 2020/2050, INRA, 9/10 June 2015.

Increasingly realistic substitutesAnimalproductsubstituteshavebeendevelopedoverthelastfewyearsandaregettingcloserandclosertotheoriginals.Wearecurrentlyapproa-ching the third generation of meat substitutes; the first comprised pro-ductsverydistant fromthereal thing, fromAsianculinarytraditions, liketofuandseitan.Originallyonlyavailablefromspecialisedstores,theyweremostly eaten by vegetarians. The second generation involved productsimitatingtheshapeofmeatlikevegetarianmeatballs,sausagesorsteaksmadefromsoyathatcanbefoundinmostsupermarketstoday.Thethirdgeneration of meat substitutes arrived in 2013. It involves products thataretryingtoreplicatemeatascloselyaspossibleintermsofshapeandalsoflavourandtexture,tothepointwhereconfusionispossible(certainfoodcriticsweremistakenduring theblind tests). The resultofextensiveR&Dprojects,theyaremadewithtexturedplantproteinsusingtheproteinextrusiontechnique.Theycanbecookedlikemeatandusedinthesamerecipes. These products were designed for flexitarians primarily as theyrequirenochangetotheirdietsandareeasytouse.Thereweredevelopedby start-ups like Beyond Meat and Impossible Foods which raised hun-dredsofmillionsofdollarsfrominvestorslikeBillGatesorGoogleandaretodaysoldinsupermarketsandrestaurantsintheUnitedStates,Canada,theUnitedKingdomandtheNetherlands.


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Feeding 9.8 billion people in 2050: Alternative proteins?1Thesubstitutionmovementhasextendedtodairyproducts(alternativestomilk,yoghurt,butterandcheesemadewithalmond,soya,coconut,rice,quinoa,hemp,lupin,pea,etc.)andeggs,andisstartingtoembracesea-food(fish,crab,prawns).Thenutritionalcompositionofthesesubstitutes(protein,calcium,aminoacidcontent,etc.)maynotbecomparabletotheoriginal products, but they are nevertheless continually increasing theirmarketshare.Andtheydonotonlyconcerndevelopedcountries.Severalstart-upshaveappearedinemergingcountries:BrazilandChinaandalsoIndia.

New sources of alternative proteins To meet growing food demand and to reduce the negative environ-

mentalimpactoflivestockfarmingandsolvetheissueofanimalwelfare,newalternativesourcesofproteinarecurrentlybeingexplored.Seaweed,algae, insects, in vitro meat or cellular farming, not forgetting the hugediversity of plant proteins...each has its advantages and disadvantagesandtheirpotentialremainstobeseen.

- Microalgae

Aroundtwentyvarietiesofmicroalgaearegrownthroughouttheworld,halfinAsia(inFrance,only4areauthorisedforhumanconsumption:spiru-lina,odontella,chlorellaandTetraselmischui).Theyareinterestingbecauseoftheirhighproteincontent(spirulinahas60to70%comparedto40%forsoyaandaround30%forbeef)butalsotheirvitamin,mineralandaminoacidcontent.

interesting pigmentsPhycocyanin,

Beta-carotene,chlorophyllz

amino acids

(including8essential)

source Algae Natural Food http ://www.algae- natural-food.com/produits/

9 70%3vitamins

A-B1-B2-B3-B6-B8-B9-B12-E…

proteinsdigestible

bythehumanbody

mineralsiron,magnesium,

calcium

Nutritional content of spirulina :


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Feeding 9.8 billion people in 2050: Alternative proteins?1Theadvantageisthattheirproduction(growninopenorclosedpoolsorinphotobioreactorsorfermenterstoincreaseproductivity)doesnotmeantheyarecompetingforfarmlandandtheygrowveryfast.

Unlike in Asia, microalgae is not part of the Western culinary repertoire,butconsumers inthesecountriesareprettyopentothe ideaandcom-binethemwithahealthydiet.However,theyarenotwithouthealthrisks.InFrancetheANSES(NationalFoodSafetyAgency)highlightsthatproductscontainingspirulinamaybecontaminatedbycyanotoxinsorbacteriaandrecommendusingwell-controlledsupplychannels.Furthermore,thepro-ductionofmicroalgaerequiresalotofenergytoheatthegrowingpools

source stockfood

IntheWest,microalgaewas,untilrecently,mainly sold in specialised stores as pills,powders or sprinkles to add to food. Theyare becoming increasingly used as aningredientintheformofapowdertoaddtofoodlikepasta,biscuits,drinks,snacksanddesserts. They are beginning to be usedto make substitutes for meat (seaweedbacon,spirulinaburgers),eggs(inmayon-naise-typesauces)andevenseafood(fauxsalmon,prawnsandcaviar).

Fruits & seaweeds drink – Ino, Algo

Vegan burger


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Feeding 9.8 billion people in 2050: Alternative proteins?1andforharvestinganddrying,whichreducestheenvironmentaladvan-tageof theseproteins. Finally,productioncostsarestillhighand invest-mentssignificant.

Sale price of spirulina and chlorella by production zone (price/kg)

120 €

40 €

80 €

0 €

100 €

20 €

60€

GreatBritain Europe USA Asie

spirulina chlorella

source D&Consultants Study Report – December 2017 http ://www.bretagne.bzh/upload/docs/application/pdf/2018-05/letude_sur_les_microalgues.pdf

- Insects

Thereareover2,000ediblespeciesintheworldandtwobillionpeople(essentially in Asia, Latin America and Africa) incorporate them in theirdietbeitoccasionally(somebecauseoffamine,othersasaluxurydish)or regularly. Insects also offer nutritional advantages. Mealworms andcricketsareonequalfootingwithmeatintermsofproteinandcanhaveahigh lipidcontent(particularlyessential fattyacids).Theyarealsorichinomega6,vitaminsB2andAandiron.Severalhundredstart-upsaroundtheworld(particularlyinNorthAmerica)launchedinsect-basedproductsintheearly2010sandofferthemwhole(asasnack)orprocessedasflourand incorporated insnacks,biscuits,energybars,pastaandalsobread.Theproportionofinsectproteinisthereforequitelow.Morerecently,theyhavebeenlaunchedonthemarketinafewcountriesasanalternativetomeatintheshapeofsteaksforburgersormeatballs.


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Feeding 9.8 billion people in 2050: Alternative proteins?1time,likecaterpillarsinBurkina-Faso,silkwormsinChina,antsinColumbiaandwaterbeetlesinMexico,thequestionofacceptabilityisalsorelevant;withurbanisationandeconomicdevelopment,youngergenerationstendtomoveawayfromtraditionalpractices.

Insectsareoftenhighlightedfortheirenvironmentaladvantagescom-pared to livestock farming because during their lifetime, they generatevery littlegreenhousegas,consume littlewaterandtheirsmallsizeandfastgrowthhelpseconomiseonland.Howeverhereagain,analysisoftheentire life cycle of industrial insect farming puts these advantages intoperspective.Dependingontheseasonandthelocationofthesefarms,thebuildingsneedtobeheatedorairconditionedandtheairmustberegu-larlyrefreshed.Furthermore,processinginsectsintoflourrequiresseveralstages(cleaning,bleaching,cooking,pressing,drying,crushing)thatareenergy intensive. Their importancealsodependsonhowtheyare fed; iftheyaregivenarawmaterialthatcanbedirectlyeatenbypeople,thenitisloworzero.However,ifwecanfeedthemwithfoodwasteorfarmingandfoodindustryco-products,theinitiativebecomesmorevirtuous.Butthatpresentsfoodsafetyconcerns.Edibleinsectscontainsimilarallergenstoshellfishandcanbecontaminatedbyparasites,bacteriaorfungi.

Insectsmaybeaninterestingdirectionforanimalfeed,forexampletoreplace fishmeal used in aquaculture which consumes one third of theworld’sfishingvolumes,andalsosoya,whichisoftenimported.Inthisvein,insect biorefineries have been built recently in South Africa, the UnitedStates,theNetherlandsandalsoFrance.Butoneofthemajorchallengesisreducingproductioncosts.

Insects burger – Les Fruits de Terre

For themoment,Westernconsu-mers seem rather averse to theideaofeatingsomethingthatis,foralotofpeople,morerepulsivethanappealing.This reluctancereducesa little when the insect is not visible, but even people ready to try theproduct “at least once” are notplanning to include insects in theireveryday diet. In countries whereinsectshavebeeneatenfora long


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Feeding 9.8 billion people in 2050: Alternative proteins?1- Lab-grown meat

In1936,WinstonChurchillpredictedthat“infiftyyears,weshallescapetheabsurdityofgrowingawholechickeninordertoeatthebreastorwingby growing these parts separately under a suitable medium.” Syntheticbiologyadvancesarenotfarfrommakingthispredictionpossible.In2013,scientistsatMasstrichtUniversityunderProf.MarkPostmanagedtogrowcow muscle cells in Petri dishes with a sufficiently rich culture mediumtoenablethemtomultiply(withhormones,growthfactors,foetalbovineserum,antibioticsand fungicides). Theproliferationof stemcellshelpedgeneratemusclefibres,notyetstrictlyspeakingmeat,whichisamusclecombiningorganisedfibres,bloodvessels,nerves,connectivetissueandfatcells.Furthermore,productioncosts(correspondingtoseveralyearsofresearch)wereprohibitive.

Several start-upshaveexplored this route,oneof themostadvancedbeingCalifornianMemphisMeatswhichannounced inJanuary2016 thesuccessful laboratory production of a beef meatball and, in March 2017,duckandchicken.Ithasfoundasolutionthatdispenseswithfoetalbovineserum,untilnowrequiredforgrowinginvitrocells(veryexpensiveandincontradictiontotheideaofnotusinglivestock).


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Feeding 9.8 billion people in 2050: Alternative proteins?1

InIsrael,AlephFarmssaysitiscapableofreproducingthestructureofmeatbyusing3Dtechnologytocreatetissuemorecomplexthanitscom-petitors. MosaMeat, a Dutch company working on Mark Post’s research,affirmsthatithasdrasticallyreducedproductioncostsforitsbeefburger.InJapan, Intergriculture,supportedbythegovernment, isworkingonanalternativetofoiegras.Mostofthesestart-upsenvisageamarketlaunchfortheirproductsby2021,iftheyreceiveauthorisationfromthecompetentauthoritiesinthecountriesconcerned.Theseartificialmeatswillprobablyfirstbe tested inhigh-end restaurantsbeforebeingmorebroadlyavai-lable.

Lab-grownmeatmay liberate farmlandandavoidslaughtering lives-tock, but its environmental impact is not really understood yet (waterconsumption,greenhousegasemissionsfromindustrialproduction).Mostimportantly,consumerattitudestowhatisperceivedas“unnatural”maycomplicatedistributionofthisinnovation,evenifculturaldifferencewillnodoubthavearoletoplay:only7%ofFrenchconsumerssaytheyareinte-restedbyeatingculturedmeat,16%ofUKconsumers,18%ofGermans,but34%ofMiddleEastresidentsandasmuchas43%ofChinesepeople(Kan-tarTNS,FOOD360™2018).

Synthetic biology is also used by start-ups to produce alternatives tomilkandeggs.Thegeneforagivenprotein is identifiedandcloned inamicro-organismlikeyeastwhichthenproducesitthroughaprocesssimi-lartobeerfermentation.ThistechniqueusesCRISPRgeneticprintingtoolsbut the products obtained are not considered to be GMOs (geneticallymodifiedorganisms).However,consumerswillprobablyassociatedthemwithGMOs.


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Feeding 9.8 billion people in 2050: Alternative proteins?1- Plant proteins

Plantproteinsareasourceofinnovationthatisstillfarfrombeingcom-pletelyexplored.Beyondsoyawhichisalreadyheavilyemployedtomanu-facturefauxsteaks,sausagesandnuggets,peas,chickpeas,hemp,lupin,rapeseed and many other plants, available locally depending on theregion,arecurrentlythesubjectofresearchprogrammestodevelopnewrangesoffoodproducts.

Tereos forexample, the leadingFrenchsugargroup,presented in2017its SautéVégétalwhichcombineswheatandchickpeasand resembleschicken pieces.

Beyondtheirproteincontent,pulses(lentils,chickpeas,peas,beans,etc.)are interestingenvironmentallybecause theycapturenitrogen fromtheairandenrich thesoil, helping reduce theuseof fertiliserand thereforegreenhousegasemissions.

Everytypeofplantproteinhasitsadvantagesintermsofflavour,textureandnutritionalprofile,sotheywillbeincreasinglycombinedtogether,par-ticularlycerealsandpulsesthatcomplementeachotherwell.

Inaddition,manyplantscanprovideprotein,ifitcanbeextractedandpurified. Current research includes Rubisco (a protein extracted fromvegetable waste), Lemna or duckweed (grown in pools like microalgae),Moringa,proteinsfromvariousmushroomvarieties,etc.Forallthesealter-natives,theconcerniswhethertheirproductiononanindustrialscalewillbeeconomicallyprofitableand if their tastewillbeacceptedbyconsu-mers.

Grilled chickpeas – Chiche


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Feeding 9.8 billion people in 2050: Alternative proteins?1New proteins but in what form?

Overthelastfewyears,hugesumshavebeeninvestedinresearchingalternativestoanimalproductstosolvetheequationoffuturefoodsafetyandtonolongerhavetofarmandslaughteranimals.Certainalternativesarealreadyonthemarket,othersareinthepipeline.Inanyevent,toavoidbeingnicheproductstheymustbefinanciallyaccessible,provetheirenvi-ronmentaladvantageandnotbetoodistantfromconsumerfoodhabits.

Another concern is how they these alternatives will be eaten, in whatform.Forsome,substitutesrealisticallyimitatingmeatorfishdonotrepre-sentatransitiontowardsamoreplant-baseddietwherewewouldnolon-gerneed these references.Vegetariansarealready successfullybalan-cingtheirmeals,findingcombinationsthatexistintraditionaldishesfromIndian(lentilsandriceindhal)andMediterraneandiets(bulgurwheatandchickpeasincouscous).Thistransitioncanalsohappenbyincreasingani-malproteinandplantproteinhybrids(forexamplesausagesmadewithporkandchickpeas).

Butalongsidechanging foodmodels, the timededicated toeverydaycookingisfallinginmanycountries,asisthedurationofmeals.Mealsareincreasinglyreplacedbysnackswhichneednopreparationandcanbeeatenwhilstdoingsomethingelse (commuting, forexample).Theriseofsnacking,whichvariesgreatlydependingonthecountry,mustthereforeleadtoalternativestoanimalproteinsinthefuturewithradicallynewpro-ducts.Liquidmealsubstitutesorbarsarebeginningtobedeveloped,likeSoylentintheUnitedStatesorFeed,VitalineorSmealinFrance.Otherinno-vationsinvariousformsthatcombinetaste,texture,proteincontentaswellas nutrients and vitamins are expected: bites, sticks, powders to add tosmoothiesorotherdrinks,flourstomakecakesorpasta,sprinklestosprin-kleondishes,etc.


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Feeding 9.8 billion people in 2050: Alternative proteins?1Elements in 2030 scenariosThere is not just one consumer; there are many consumer profiles. Each one represents one or rather several alternatives in different forms:

• A very sporty person who controls their nutritional intake everyday will focus more on protein powders to make drinks (like smoothies / milk-shakes) by alternating or mixing different proteins (peas, chlorella, insects, etc.) or possibly tailored to his own specific nutritional requirements.

• A hearty eater who is flexitarian will opt for faux meat cooked rare or very realistic sausages, presented in traditional dishes (sauerkraut, burgers, etc.).

• A vegetarian cooking fan will make his own pulse steaks or almond milks, coconut yoghurts and other items.

• A gourmet flexitarian will opt for spending more on real, pure-bred meat certified by a quality label, from a specific place, possibly aged, that he will save for special occasions.

Theentireorpartialreproductionofthisdocument’scontentisstrictlysubjecttocopyright,ALIMAVENIRforSIAL2018

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Feeding 9.8 billion people in 2050: Alternative proteins?1Eléments de scénarios à l’horizon 2030Differences between countries (cultural, regulatory, farming resources, etc.) must also be taken into account. We can imagine that in 2030:

• In vitro meat will be authorised in some countries (China, Israel, United States) but not all, like GMOs today

• In one of these countries (China for example), it will be so widespread that, conversely, “traditionally” farmed products will have a “not in vitro” or “natural meat” label to help consumers distinguish between the two

• In a Scandinavian country, the government will have introduced a tax on red meat to reduce consumption (so the inhabitants of this country import it secretly from neighbouring countries and cross-border traffic will develop)

• In another European country, the minister for sustainable development will have imposed a red meat ration card, limiting consumption to 500 grams per person per month and every citizen must present the card when buying meat at a supermarket, butchers, restaurant or canteen (which will lead to the appearance of clandestine meat restaurants like speakeasies under American prohibition).

• In Africa, edible insect farms will be developed along with processing tools for flour and food, to improve food safety

• In Asia, microalgae production on rooftops will develop in major cities. Spirulina noodles served with vegetables or in soups will be sold on street food stalls.

• In Ireland, France, Spain, Italy, Australia and New Zealand, we will be able to buy carbon neutral meat (the GHG emissions will be reduced as far as possible and what remains will be offset by tree plantings, etc.).


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The kitchen of the future: digitally assisted home cooking or robots?

25 Weak signal

26 Keyfigures

27 Introduction

28 Diet coach apps

29 Increasinglysmartdomesticappliances

30 3Dprinting:thefuturemicrowave?

31 Servicesincludingingredientorready-mealdelivery

32 Thearrivalofartificialintelligence

33 Robotstakebarsandrestaurantsbystorm

35 Theobstacleofpersonaldata


Summary

2


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Weak signalRestaurant employees in Las Vegas casinos threatened to strike to expose their progressive replacement by robots.11

2 The kitchen of the future: digitally assisted home cooking or robots?

1 “Las Vegas casino workers prep for strike over automa-tion: ‘Robots can’t beat us’”, The Guardian, 3 June 2018 https://www.theguardian.com/us-news/2018/jun/02/las-vegas-workers-strike-au-tomation-casinos


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ThedietcoachappMyFitnessPalhas150millionusers in 2018.12

25%ofFrenchMillennialsuseanapptotrackexactlywhatthey eat. 13

InJuly2017,3%offridgessoldinFranceweresmartmodels.14

30%ofAmericanhomeshaveasmartspeakerlikeAmazonEchoandthisnumbershouldexceed70%in2022,accordingtoMorganStanley.15

150 million users

25 %

Smart fridges

Smart speaker

73%ofrestaurantactivitiescouldbeautomatedaccordingtoMcKinseyConsultants.16

Americanhouseholdsspent6hoursadayinthekitchenin1910comparedto90minutesinthe1960sandlessthan30minutestoday.17

73 %

In the kitchen

Key figures

12 Wikipedia https://en.wikipedia.org/wiki/MyFitnessPal 13 #Moijeune Survey http://www.moijeune.fr/resultats /utilises-applica-tions-suivre-precise-ment-manges/ 14 « Les Français et l’élec-troménager connecté », Idealo https://www.idealo.fr/mag/2017/09/26/ les-francais-et-lelectrome-nager-connecte/ 15 “’To catch up with Amazon, Google should just give away Home Minis to every Ameri-can household,’ says analyst,” Fast Company, 28 June 2018 https://www.fastcompany.com/90177979/to-catch-up-with-amazon-google-should-just-give-away-home-mi-nis-to-every-american-household-says-analyst16 McKinsey: “Where ma-chines could replace hu-mans--and where they can’t (yet),” July 2016 https://www.mckinsey.com/business-functions/digi-tal-mckinsey/our-insights/where-machines-could-re-place-humans-and-where-they-cant-yet17 “Cooking: from Full-Time Job to Hobby,” Human Pro-gress, 22 June 2017 https://humanprogress.org/article.php?p=98


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Time spent on cooking per week

3,7h—SouthKorea

6,4hAll

countries

India—13,2h4,9h—Turkey Ukraine—13,1h

5,2h—Brazil SouthAfrica—9,5h5,4h—Germany Indonesia—8,3h

5,8h—Sweden5,5h—France Italy—7,1h

5,8h—MexicoSpain—6,8h

5,8h—ChinaRussia—6,5h

5,9h—USACanada—6,4h

5,9h—UKAustralia—6,1h

5,9h—BelgiumPoland—6,1h

Argentina—6,0h

hours per week

Different food crises and scandals have resulted in growing consumer distrust. They want a return to fresh, raw products and the “home-made” style. But modern lifestyles do not have time for everyday cooking. Technological solutions are therefore being developed to “help” the consumer in the kitchen, to make things easier, save time and give advice on balanced meals. As much to answer the famous question “what’s for dinner tonight?” as to simplify things for those who believe they don’t know how to cook. How far will we go in delegating these tasks?

18 https ://www.gfk.com/insights/infographic/consu-mers-attitudes-and-time-spent-cooking/

Source:GFK18


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Diet coach apps Thegeneralisationofsmartphonesandthedevelopmentofappsdedi-

cated to personalised diets have resulted in the emergence of “virtualcoaches”. These apps monitor your calorie intake every day by manualidentificationinadatabaseorscanningproductbarcodes.Themostcom-mononeisMyFitnessPalwhichhas150millionusersindifferentcountries.Italsorecommendsphysicalexerciseandcanbelinkedtoactivitytrac-kersliketheFitbitorJawbonetocalculatethedailyenergybalance(calorieintakeminuscaloriesburned).WiththeFoodvisorapp,simplytakeaphotoofyourfoodandimagerecognitionsoftwareevaluatesitsnutritionalvalue.

Other apps guide their users towards healthier food and help themdevisebalancedmeals.Theysuggestrecipestosuitthefoodpreferencesoffamilymembersandtheirspecificrequirements(intolerances,allergies,possiblepathologies,foodtoavoidforreligiousreasons,etc.)andproduceashoppinglist.AppslikeYoumiamcanalsouseproductsalreadypresentinthefridgereducingwaste.


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Increasingly smart domestic appliances

Inthe1950s,domesticapplianceslikepressurecookers,thenfoodpro-cessorsandevenmicrowavesradicallychangedthelifeofthe“housewife”(asitwasessentiallywomenwhowereresponsibleforcookingatthetime).Today,theseappliancesarebecoming“smart”.Online,theyplaytheroleofcookingassistants,liketheCookeoConnectmulticookerandtheActifryfryerbySeb.Theycommunicatewiththededicatedappwhichmonitorsevery stage of the recipe on a smartphone or tablet using photos andvideos, and informs you of how the food is coming along. Smart ovensmeanfoodiscookedattherighttemperaturethankstointernalcamerasthatidentifythefood,liketheonelaunchedbyElectroluxin2015ortheonebytheAmericanstart-upJune,andtheycanevenberemote-controlled.SamsunghasdevelopedtheFamilyHubfridge.Thetouchscreenonthedoormeansyoucanbuyshoppingonlineandarrangeadelivery.

Butthedevelopmentofsmartdomesticappliancesisonlythefirststage.Thenextoneistheirinteractionwithinanecosystem,calledtheInternetofThings(IoT).FromSiliconValley,Innitisatechnologicalplatformthatope-rates like a hub, controlling various smart household appliances. It alsosuggests personalised menus to suit the food preferences and specificdietsofeachmemberofthefamily.

In France, telecomsoperatorOrangeand theSebgrouparecurrentlycollaboratingtocreateanIoTplatformopentostart-upstodevelopAPIs(ApplicationProgrammingInterface)basedontheAppleappmodel.

Connected domestic appliance @SEB Group

Cookeo connect, connected domestic appliance @SEB Group


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3D printing: the future microwave? 3Dprintinghasalreadybeenusedinconfectioneryandchocolate-ma-

king for several years, to personalise products (logos, names, figurines,etc.)usingdeviceslikeCocoJetfrom3DSystems,ProcusinifromGermancompanyPrint2TasteortheMagicCandyFactoryfromBritishfirmKatjes.Giventheinvestmenttheyrepresentandtheiroccasionaluse(weddings,birthdays,events),theseprintersarefirstandforemostdesignedforpro-fessionals(chocolate-makers,bakeries, restaurants).Theyaresourcesofcreativityandheadchefsare starting touse them tocreate spectacu-larandsurprisingplatforms,likeDutchchefJanSminkathisrestaurantinWolvega.

However, printers tomakebasiceverydaymeals, like Foodini in Spain,havenotyetreachedpeople’shomekitchens.Theyneedingredientsthatarealreadypreparedandhavetheconsistencyrequiredforprinting.Andtheprinteditemsthenhavetobecooked.Sotheydonotreallysavetime,particularlyastheprintingspeedisstillquiteslow...

Medicalnutritionappsseemmorepromising.3Dprintingisbeingtestedinhospitalsandresthomestocreatemealsforpeoplesufferingfromdys-phagia(difficultyswallowing).GermancompanyBiozoonFoodhasdeve-lopedtheSmoothfoodconcept. Ingredientsareturnedintoapastethenprintedonasurfacetocreatetheiroriginalshape,thatofachickenthigh,forexample.Thisismadepossiblethankstoanediblegelthatenablestheextrudedpastetotakeonathreedimensionalform.

Severalresearchprogrammesarehopingtocreatefoodwithcustomisednutritionalcontent (enriched incalcium,vitaminD, salt-free,gluten-free,etc.)through3Dprinting.Wecouldimaginethattheywillalsobeforhealth-careorganisations,ratherthanprivatecustomers.

3D Printer – 3Desserts Graphiques, L’impressionante


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Services including ingredient or ready-meal delivery

Householdappliancemanufacturersandstart-upsarestartingtoworkwithingredientandready-mealproviders.IntheUnitedStatesforexample,Innit has signed a partnership with meal kit (a service delivering boxescontainingalltheingredientsneededforseveralrecipes).Similarly,Tovalaisaregularovenandmicrowavethatcombinesoptimisedcookingwithaready-mealdeliveryservice.

Advances in household appliances may be tending towards digital-ly-assistedhomecookingbutready-mealsareimprovinginqualityaslowtemperature cooking and cold pasteurisation preserve product quality(“Secretsdecuisine”fromMarieinFrance),high-endfrozenfood(Babette’sKitcheninNewYorkandEatLocalinSeattle)andflashfreezing(ZoniFoods).

AmazonisexploringMATStechnology(microwave-assistedthermalste-rilisation),initiallydevelopedfortheAmericanarmyandlaunchedonthemarketbythestart-up915Labs(AmazonsaysitdiscoveredthecompanyatSIALParis201619).This technologypreserves theflavourandtextureofdisheswithoutrefrigerationandisparticularlysuitablefordeliveries.Italsohelpsreducethecostofready-meals.

19 Amazon looks to new food technology for home delivery,” Reuters, 11 August 2017 https://www.reuters.com/article/us-amazon-com-food/ama-zon-looks-to-new-food-tech-nology-for-home-delivery-idUSKBN1AR11X


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The arrival of artificial intelligenceTheyareaccompaniedbyanentireecosystemofappsandcanbeused

tocontrolhouseholdappliances (likepreheating theovenor setting thecoffee machine), dictating a shopping list, ordering a pizza, choosing awineorevenfollowinginstructionstocookarecipe.Nearly30%ofAmericanhomesalreadyhavethistypeofspeaker.Atthe2018ConsumerElectronicShow, Whirlpool presented several domestic appliances that integratedAlexaandGoogleAssistantfunctionalities.

Thearrivalofartificial intelligence(AI)willcertainlyexplorethisfurther.Onlineshoppinggiantsuseittotrytopredict(andthereforeanticipate)cus-tomerdesires.Alibaba’srecommendationalgorithm,called“E-CommerceBrain”isregularlyupdatedforeachpersonvisitingthewebsiteaccordingtotheirpreviouspurchasesbutalsohowtheybrowse,theircommentsonforums, their favourites and their preferences (price categories, brands,etc.)andthepurchasingbehaviourofmillionsofotherwebsitevisitors.Foritspart,Amazonhasfiledapatentcalled“PredictiveRestaurantOrdering”.TheAIwouldbebasedon theperson’sdiary, their trackedactivitydata,theirpreviousorders,etc.topredictwhentheywouldlikeaburgerorsushi.

source https ://hubinsti-tute.com/2018/03/vcom-merce-nouveau-virage-tech-nologique

Chronological launch of voice speakers

2011

- Siri

2014

- Alexa - Amazon - Echo

2015

- Cortana

2016

- Google assistant

2017

- Google - Home + Echo show - Amazon EchoDot - Ding Dong

2018

- Invoke - Amazon Echo - Djingo - HomePod - Tmall Genie


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Robots take bars and restaurants by storm Progressinroboticscombinedwiththeadvancesofartificialintelligence

(AI)havegeneratedrobotscapableofmakingdishes,oratleastaccompli-shingcertainpreparatoryculinarytasks.CaliforniancompanyMisoRobo-ticshascreatedFlippy,acookingassistantfittedwithacamera,sensorsandAIsoftware,whichcancookburgersattherighttemperatureandputtheminbuns.ItiscurrentlybeingtestedinoneofCaliburger’srestaurantsbeforebeingrolledoutmoreextensively.

TheEkimstart-uphasdesignedthepizzamakerrobotPazziwiththreearms.Itonlytakes4minutesand30secondstomakeapizza.CaliforniancompanyZumehasalsodevelopedapizzamakerrobot.ItusesbigdataandAItoanticipatethenumberandtypesofpizzasthatwillbeordered.Thepizzasarethenpreparedinacentralkitchenandcookedinatruckontheroadtoshortendeliverytimesevenfurther.

TheSallyrobotfromChowbotics,asortofautomaticvendingmachinecombiningcustomisationandfreshingredients,makessaladsonrequest.SpyceKitchen, inventedby formerMITstudents,hasopened itsdoors inBoston. This entirely automated fast-food restaurant produces bowls offoodinafewminutesataffordableprices.InJapan,wheretheshortageofmanpowerkeenlyaffectstherestaurantindustry,theConnectedRoboticsstart-upisdevelopingakitchenrobottomaketakoyaki(smallball-shapedsnacksfilledwithoctopus,apopularstreetfoodspeciality).

Inbeverages,CaféWrunstwocoffeeshopsinSanFranciscowherecus-tomersorderfromatabletandwatchaMitsubishiroboticarmmaketheircappuccino or macchiato. The start-up has already designed a morecompact“coffeeshopinabox”whichcanbeinstalledinofficesanduni-versities.TheTipsyRobot,inacasinoinLasVegas,canmakeupto120custo-misedcocktailsinanhour.Similarly,BarmateInfinitefromFrenchcompanyBlendbowisacocktailmachinethatcanmakeoneof300pre-configuredrecipesorcreateitsownrecipes.

Thisfirstgenerationisfocusedonrelativelysimpletasks,butrobotswillcertainlyimproveoverthecomingyears.Forexample,Sonyiscollaboratingwith researchers fromthe robotics,artificial intelligenceandautomated


33


learningdepartmentofCarnegieMellonUniversityinAmericatodevelopacookingrobot.Itwillbecapableofmanagingcomplexandvariedtasksforpreparinganddeliveringready-meals,handlingfragileandoddlyshapedmaterialsandcarryingoutcomplextasks.LondonfirmMoleyisworkingonroboticarmscapableofreproducingthemovementsofachef,thatcanproduceadishfromalibraryofrecipes.

Theymaybefascinatingtocustomers intheserestaurantsbutrobotsarealreadyarousingfearamongstfast-foodemployees(nearly5millionpeopleintheUnitedStates)asdemonstratedin2018bytheLasVegascasinoemployeeswhothreatenedtostrike.Robotsdon’tneedbreaks,nevergetsickandneverstrike... Theirproductivitycouldcompetewithmanpower.Theirdesignershighlightthefactthattheserobotsmostlyexecutedange-rous(likegettingpizzasouttheoven),tough(cookingsteaksinsuffocatingheat)andrepetitivetasks.Theyreassurethatthereisnoobjectiveforrobotstoreplacestaff;theyaretheretoworkalongsidetheirhuman“colleagues”(conceptofcobots).Andtheyareexpensive.Thepurchaseofarobotisaseriousinvestment(100,000dollarsforFlippy,500,000forPazzi).Theycanbeusefulinfast-food,particularlyinrolesthatsufferfromahighstaffturnoverbecauseofthearduousworkconditions.InChina,thee-commercegiantJD.comisplanningonopening1,000restaurantscompletelyrunbyrobotsby2020whichwillserve40dishesfromthecountry’sdifferentprovinces.

The robots will also be used to prepare dishes for home delivery, androbots are already being used to deliver pizzas to customers in severalcities likeSanFranciscoor London (StarshipandMarbledelivery robots).But it isunlikely that theywillappeargenerally in traditional restaurantswheretasksarelessstandardisedandguestsarelookingforarealdiscus-sionwiththestaffandchef.

Connected arm Photo credit: Romain GAILLARD/REA


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The obstacle of personal dataBeyond the price, another of the difficulties of using smart household

appliancesistheriskofhacking.Ataconferenceddedicatedtohackingin2015inLasVegas,aSamsungsmartfridgewashackedasademonstration.ItwasonlyasimulationbutinMarch2018,dietcoachappMyFitnessPalhadtoadmittoaleakofdatafromits150millionusers.Healthandnutritionappdata isalso regularly sold to thirdpartieswithout the individualsclearlybeinginformed.

SincetheirlaunchintheUnitedStates,smartspeakershavealsogene-rateddoubts,particularlyaroundthefactthattheycan“listen”toprivateconversationswithoutbeinginvitedtotakepart20.Finally,theuseofdatafromsocialmediaandmessagingsoftware(likeWeChat)toimprovepre-dictivealgorithmsbringstominda“bigbrother”situationthatcouldpro-vokerejectionfromsomeconsumers.

Already,51%ofFrenchpeopleareworriedaboutthequantityoftheirper-sonaldatacompanieshave:

21 Kantar TNS, Connected Life 2018, http ://connectedlife.tnsglobal.com/fr.php

20 « Enceintes intelligentes : des assistants vocaux connectés à votre vie privée », CNIL ? 5 décembre 2017. https ://www.cnil.fr/fr/en-ceintes-intelligentes-des-as-sistants-vocaux-connectes-votre-vie-privee

Source:KantarTNS21

72% 65% 60% 51%

Poland Chile UnitedStates France

% of people worried about the quantity

of their personal data companies have


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Elements in 2030 scenariosAn AI assistant connected to the user’s diary, social media, exercise and health/weight targets suggests recipes in the morning depending on the weather and other criteria. It chats with the user and recommends different solutions and dishes from raw products to dishes to reheat. It then orders the ingredients that are delivered directly and helps with the recipe or configures the household appliances to reheat the dish correctly.



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Elements in 2030 scenariosExample of dialogue between the AI “butler” assistant and his owner.

- Hello. As your friends Charles and Isa are coming to dinner tonight, would you like me to order the ingredients for your favourite dish chilli con carne and the wine that Charles liked the last time they came? Unless you want to watch the France match, in which case I can have pizza delivered for 8.45pm at half-time as Deliveroo has a special offer on the latest crea-tions by its robot-chef.

- I’d rather have a pizza please as I don’t fancy cooking tonight.

- Got it! According to your exercise data, you are allowed to eat a Four Cheese pizza if you walk for half an hour this lunchtime and climb 12 floors by this evening. Otherwise, I would recommend the Regina pizza. Following your discussion on WhatsApp 3 weeks ago, I suppose I should order a gluten-free pizza for your friend Isa? Also, her Instagram status indicates that she is following a #VegiChallenge this month.

- Oh yes. I’d forgotten about that... Please find something suitable for her.

- Remember that you have a 10km race on Sunday. Shall I plan for pasta on Saturday as usual?

- Okay but can you find a sauce that’s a little different?

- I’ll use the SuperChef app to find a new sauce recipe that takes only 10 minutes with your Smart Cooker.

- I trust you. Surprise me. However, remember to fill up on Amazon MATS dishes please. Next week I’m really busy at work and I’ll be too tired to cook when I get home.

- Consider it done! Shall I get the magnesium-enriched ones to keep you going over this busy period at work? And with a little vitamin D, given the weather conditions for next week...

- That’s perfect. You always know what’s best for me! You’re so attentive!

- Thank you! Anytime...you’re making me blush!



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Elements in 2030 scenariosIn contrast with these ultra high-tech innovations, we can also imagine people’s reactions:

• Restaurants with a sign of a crossed out robot to indicate “Here the food is prepared by people” along the lines of the «home-made” food logo.

• Some “high-end” establishments employ staff at reception and for conversation whilst robots do all the cooking.

• Private sales and exchanges of «home-made” and artisan conserves develop but represent marginal volumes compared to new mass-pro-duced ready meals (like vinyl records resisting digital downloads).

• Restaurant and catering labour unions use hackers to render robots use-less (On the model of the luddites revolt in 1780).



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Food and health: are customised products the future?

40 Lookingforward

41 Keyfigures

43 Introduction

44 Fortifiedfood

44 Fooddedicatedtospecificpopulations

45 Functionalfood

47 Differentregulatoryframeworks fordifferentcountries

48 Towardspersonalisedfood Theroleofthemicrobiota

50 Thelinkbetweengenesandnutrients

52 Thelimitsofpersonalisednutrition


Summary

3


39

Looking forward The start-up Habit uses genetic tests to produce a personalised report on how the body reacts to food, provides tailored advice and even delivers personalised ready-meals.

Food and health: are customised products the future?3


40

Ofthesevenmillionpeoplelivingontheplanet,twobillionareoverweightorobese.

13%ofadults(11%ofmenand15%ofwomen)wereobesein2016.22

Ifthecurrenttrendpersists,nearlyaquarteroftheworld’spopulationwillbeobeseby2015andhalfoftheUnitedKingdomandtheUnitedStates.23

Theriseinobesityiscoupledbyanincreaseincertaindiseasesliketype2diabetes.9%oftheworld’spopulationwereconcernedbythisin2017.By2045,thenumbercouldreach12%oroneinevery8people.

2 billion

13 % of adults

1/4 of the world’s population

1/8

Intheearly20thcentury,yoghurtswereexclusivelysoldinchemists.

In2017,2%ofnewproductsontheworld’smarketscontainedprobiotics.25

Pharmacy

2 %

Key figures

22 OMS23 European Congress on Obesity, 201825 Innova Market



41

Fornearlytwenty-fiveyears,wehavebeenwitnessinganincreaseintype1diabetesamongstchildrenandteenagersinmanycountriesincludingFrance.

For 25 years

24 Fédération internationale du diabète

Food and health: are customised products the future?3number of millions of people with diabetes (source : FID)

Africa

SoutheastAsia

MiddleEast andNorthAfrica

Central andSouthAmerica

NorthAmerica andtheCaribbean

EnEurope

WestPacific

Today,diabetesaffectsnearly10%ofadultsinChinaandPortugal,11%intheUnitedStates,13%inMexico,16%inKuwaitandMalaysia,18%inSaudiArabia,23%inNewCaledonia.24

Diabetes

16 41

82 151

39 67

26 42

46 62

58 67

159 183

+ 156 %

+ 84 %

+ 72 %

+ 62 %

+ 35 %

+ 16 %

+ 15 %

2017 2045

source : Euromonitor

World 425 629+ 48 %


42

Food and health: are customised products the future?3Thanks to epidemiological studies and medical advances, the connection between food and health is becoming better understood. What Hippocrates and Chinese medicine believed has now been proven scientifically. Since then, there has been a

great temptation to use nutrition to prevent and even cure certain diseases, even to design food that is close to medicinal. Designed for certain categories of the population or for specific health issues, products like these are already on the market and others

are in development. Over the longer term, completely customised diets to meet personal nutritional requirements are being envisaged, not without raising new ethical concerns.


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Food and health: are customised products the future?3Fortified food

Foralongtime,regularproductslikemilkorbreakfastcerealshavebeenenriched with calcium, magnesium and vitamins (vitamin D in particu-lar),saltisenrichedwithiodinetofightnutritionaldeficienciesparticularlyamongstchildrenandincertaindevelopingcountries.

Productsarestartingtoappearonthemarketwithnewpromises.Afterdrinksthatgiveyouenergy(suchasRedBull),therearenowthosethathelpyousleepthankstomelatonin,relaxwithvalerianorcannabis(inAmericanstateswhereauthorised)andevenconcentrate(likeIQenergybars).

Food dedicated to specific populationsSome products from pharmaceutical and food industry partnerships

are designed for sick or sensitive people, for pregnant women and fordifferentagesoflife.Fooddesignedforseniorsandthedependentelderlyareaboomingmarket.Theycan,forexample,beenrichedwithproteinstofightdeficiencieswhichareafrequent issuewiththeelderly,haveasui-tabletextureforeasyswallowingorbedesignedforeatingwithoutcutlery,forpeoplesufferingfromAlzheimer’s.

Researchprogrammesareongoing tofightcognitivedeclineand theoccurrence of neurodegenerative diseases like Alzheimer’s which, withtheageingpopulation,will affectagrowingnumberofpeople,particu-larlyindevelopingandemergingcountries.Thepositiveeffectsofintrodu-cingpolyphenols,flavonoids,vitamins,omega-3sandparticularlydoco-sahexaenoic(DHA)andeicosapentaenoic(EPA)acidsintodietshavebeendemonstrated. In2013,Nutricia (Danone) launchedSouvenaid,ayoghurtdrinkenrichedwithvitaminsandnutrientsdesignedontheresultsofMITresearch(Massachusetts InstituteofTechnology),aimingto increasetheproductionofnewsynapsesand restoreconnectionsbetweenareasofthebrain.Forthemoment,itisonlybeingsoldinafewcountriesandmustbeusedundermedicalsupervision.For itspart, inChinaNestléreleasedamilkpowderunder itsYiyangbranddesigned for theover50s, tofightcognitivedecline.


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Functional foodDietcanplayarole in theappearanceofpathologies(cardiovascular

diseases,diabetes,cholesterol,certaincancers)anditcanalsoplayapre-ventiverole,thankstoso-called“functional”food.Forexample,phytoste-rolsfromplantsareaddedtomargarines,oilsandyoghurtsbecausetheyhelpreducethelevelof“bad”cholesterol(LDL)inthebloodbyloweringitsintestinalabsorption(whentheyareeatenregularlyoverseveralweeks).

Probiotics are living micro-organisms that, when eaten in sufficientquantity,haveapositiveeffectonhealthaccordingtotheWHOdefinition(helpbowelfunction,stimulatetheimmunesystem,etc.)TheLactobacillusandBifidobacteriumgeneraarethemainonesinyoghurtsandfermentedmilks.Globalprobioticssales(includingfoodsupplements)grewfrom30.4billionUSDin2010to39.9billionin2016andaremostlyboughtinAsia:


source Euromonitor Interna-tional http ://go.euromonitor.com/rs/805-KOK-719/images/Trends%2C%20innovations%20and%20opportunities%20driving%20the%20global_fi-nal_Probiotics.pdf

16,000

14,000

12,000

10,000

8,000

6,000

4,000

2,000

0Asia

Pacific

$US

mill

ion,

con

stan

texh

ange

rate

s

North America

WesternEurope

EasternEurope

LatinAme-rica

MiddleEstandAfrica

Australia

Probiotic Supplements

Sour Milk Products

Total Probiotic Yoghurt

Retail value of probiotics by region, 2016


45


InChina,themarketforyoghurtsenrichedwithprobioticshasexploded.Probiotics are increasingly added to drinks (waters and fruit juices) andeventocrisps.

Fermentedfoodssuchaskombucha,adrinkmadewithfermentedblacktea(thankstoafungus) inChina,kefir,anotherfermenteddrinkfromtheCaucasus Mountains which can be made with milk or fruit, and kvass,made inCentralEuropeandverypopular inRussiamadebyfermentingryebread,areanaturalsourceofprobiotics.Atraditionalelementoftheregional diet, often with a long history, these drinks have recently beenlaunchedbystart-upsindevelopedcountries.Theyhavebeensuchasuc-cessthatmajorgroups(likePepsiCo)havepurchasedsomeofthestart-upsanddevelopedtheirownbrands.TheycurrentlyoccupyabigsectionofthedrinksmarketintheUnitedStates,forexample.

Kombucha drink Yerba Kombucha brew, Vigo, CRUZ GROUP INC.

Organic fruits kefir Le Labo du Moulin


46


Vegetablescanalsobelacto-fermented(likesauerkraut)andnaturallyrich inprobiotics, like Korean kimchi. Variationsofpicklesare sourcesofinnovationinseveralcountries.

However,theeffectivenessofprobioticsaddedtofooddoesnotgene-rateconsensus.Severalstudiesquestionit,notablybecause99.9%ofpro-biotic germs do not survive the stomach’s gastric juices and thereforehavenoeffectastheypassthroughthe intestines,therewheretheyaresupposedtocolonisebacterialflora.Toxicityriskshavealsobeensingledoutwithkefirandkombucha.

Prebiotics are another direction for developing functional foods. Theyarenon-digestedplantfibresthatfeedbacteriaalready inthedigestivesystem(therewouldthenbenoneedtoeatfoodenrichedwithprobiotics).TheRestorBiomeresearchprojectisdevelopingnewgenerationprebioticmoleculesthatcouldbeintegratedintocerealsanddairyproducts.

Different regulatory frameworks for different countries

Themarketlaunchofafunctionalfooddependsonauthorisationsfromthecompetentauthorities liketheFDA(FoodandDrugAdministration) intheUnitedStatesandtheEFS(EuropeanFoodSafetyAuthority)inEurope.Healthclaimswhichdescribethefood’s(oringredient’s)roleonthebodyorhowitwillreduceahealthriskarealsogovernedbytheseauthorities,particularlyinEuropewhichin2006votedarulingwherebytheseclaimsareonlyapprovediftheyaresupportedbyahigh-levelscientificdossier.Saidclaimsareverydifficultandcostlytovalidate.Subsequently,allhealthclaimsconcerningprobioticswere rejectedandDanoneabandoned itsauthorisationrequestfor itsActiviaandActimelclaimsinEurope,havingobtainedauthorisationinSwitzerlandandtheUnitedStates.Thisregulationisfirstandforemostdesignedtoprotectconsumersandavoidthesaleofproductslikechewinggumthatissupposedtoprotectpeoplefromcan-cer.Othercountriesaremoreopentofunctional foods, likeJapanwhichrelaxeditsauthorisationsystem2015.


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Food and health: are customised products the future?3Towards personalised food The role of the microbiota

Recentdiscoveriesabouttheroleoftheintestinalmicrobiotasuggestthepossibilityofdesigningpersonalisedfood,perfectlyadaptedtothenutri-tionalrequirementsofaspecificindividual.Madeof100,000billionbacteriabelongingtosome200differentspecies, itweighsnolessthantwokilos,more thanourbrain,which iswhyresearcherssometimesconsider it tobeanorganinitsownright,anorganwhosemanyfunctionsarenotcom-pletelyknown.Likefingerprints,theintestinalmicrobiotaisuniquetoeachperson.Itplaysadirectroleindigestionbutalsoregulatesorcarriesoutvariousphysiological functions:barriereffectagainstpathogens,matu-rationof the immunesystem,energycollection,appetite regulationandlipidstorage,etc. Itcommunicatesdirectlywiththecentralnervoussys-tem.Newtechniques(metagenomics)havehelpedsequenceandidentifyallthegenesofallthebacteriapresentinthehumandigestiveecosystemwithin thecontextof twomajorstudies:MetaHit inEurope(completed in2012)andtheHumanMicrobiomeProjectintheUS(completedin2013)27.

Intestinal microbiota disturbances are involved in many pathologies:chronic inflammatory bowel disease, hypercholesterolemia, high bloodpressure,cardiovasculardiseases,hyperglycaemia,type2diabetes,aller-gies,even-although it isunverified-neurologicalandneuropsychiatricafflictionslikeautism,depressionorevendiseaseslikeAlzheimer’sandPar-kinson’s.Themicrobiotaalsoplaysaroleinobesity:themicrobiotaofobesepeople,characterisedbyitslowdiversity,isdifferentfromthemicrobiotaofthinpeople,whichisrichanddiverse.Theseobservationsarestillverygeneral; theroleofoneorallofthebacterial families isyettobeclearlyidentified28.

27 FEILLET Pierre, “Vers une alimentation per-sonnalisée ? ,” Vigie Alimen-tation, Analytical note n°10, October 2016.28INRA SCIENCE & IMPACT, Microbiote, la révolution intestinale, SIA 2017 Press Pack http://presse.inra.fr/Dossiers-de-presse/Microbiote-la-re-volution-intestinale


48


Researchisyettodeterminewhichfoodsencouragea“good”microbiota,exceptthoserichinfibre(fruit,vegetables,cereals,etc.).Yetproductsandservices are already plentiful in this niche market. The Israeli start-upDayTwo,usingresearchfromtheWeissmanInstituteinTelAviv,hasdeve-lopedamethodforpredictingaperson’sglycaemicresponsetofoodoracombinationofspecificfoodsbasedonthegeneticanalysisoftheirmicro-biotaandotherclinicalfactors.Theresultoftheanalysisisintegratedinanappthatprovidesapersonalisedscoreforeachfood(orcombinationoffoods),fromA+toC-,andsuggeststhemostsuitablemenus.

These services must be approached with caution. Many researchersbelieve that thescientificknowledge isnot thoroughenough tosuggestreliable recommendations29. People who have tested several serviceshaveobservedthatdiagnosticscanbecontradictory,ortheiradvicefinallycomesdowntocommonsense(morefruitandvegetables,lesssugar,etc.).Furthermore,themicrobiotaisnotastableelement;itchangesovertime.Asanalysistakesseveralweeks,itmayhavealreadychangedbythetimetheserviceshavebeenpersonalised.

29 MULLIN Emily, “Gut Check: Scientists are Wary of At-Home Microbiome Tests”, MIT Technology Review, 24 March 2017 https://www.techno-logyreview.com/s/603900/gut-check-scientists-are-wa-ry-of-at-home-microbiome-tests/

source INRA dossier SIAL 2017 http ://presse.inra.fr/ Dossiers-de-presse/ Microbiote- la-revolution- intestinale

The role of the microbiota in certain pathologies

source DayTwo https ://www.daytwo.com/blog/daytwo-announcement-daytwo-and-mayo-clinic-collaborate-to-bring-the-first-actionable-health-so-lution-based-on-gut-micro-biome-to-the-us-market/

The app developed by DayTwo

Atherosclerosis

CertaindiabetesLiverdisease

ObesityGastro-intestinaldisease

Neurologicaldisease


49


Source https ://www.futura-sciences.com/sante/ dossiers/genetique- nutrigenomique- votre-assiette-1570/page/5/

The link between genes and nutrients

Thespectacularprogressinmappingthehumangenomehasopenedupnewperspectivesinhealthand,morerecently,nutrition.Thedemons-trationofadiet’s influenceongenes (nutrigenomics)anddifferent indi-vidual reactions to nutrients depending on the genome characteristics(nutrigenetics)haveopenedthedoorstofoodcustomisation.

Forexample,morethanoneintenpeoplehaveageneticvariationthatmeans lessefficient folate “intake” fromfoodand thereforeahigher riskofcancerandcardiovascular illnesses.Thesepeoplemustthereforeeatmorefolate-richfoods,likegreenvegetables.Similarly,lactoseorglucoseintolerances that are genetically caused could be objectively detectedveryearlybyanalysing thegenomeandmanagingsuitablediets. Star-ting from these observations, several companies are proposing genetictests accompanied by nutritional recommendations. The most popular,23andme,detectsamongstotherthingsanintolerancetolactoseorpro-videsyour“geneticweight”.Butmanyothershavealsofocusedonthelinkwithfood.Start-upVinomeselectswinesandtheBritishcoffeeshopchainVitaMojocreatesmenusforyourgeneticprofileandJennyCraigincludesagenetictestinitsweight-lossprogramme.

Nutritional genomics

NutrigeneticsConsequenceofpeople’s differentgenetics

NutrigenomicsTheeffectoffood on genes


50


30 AMERICAN COUNCIL ON SCIENCE AND HEALTH, “Home DNA Kits Lack Accuracy,” 2 April 2018. https://www.acsh.org/news/2018/04/02/home-dna-kits-lack-accuracy-12782 31 FOURNIER Tristant / POULAIN Jean-Pierre. “La génomique nutritionnelle : (re)penser les liens alimentation-santé à l’articulation des sciences so-ciales, biomédicales et de la vie,” Nature, Sciences, Socié-tés, n°25, vol.2, 2017, pp.111-121

TheCalifornianstart-upHabitgoesevenfurther.For299dollars,itsendsoutakitwitheverythingyouneedtodobloodtests,DNAsamples(whichmayrevealthepresenceofavariantoftheFTPgenethathasacorrela-tionwithexcessweightandtheriskofobesity),aquestionnaireformea-surements,weight,habitsandfoodpreferencesandanutritionaldrink.Apartnerlaboratoryanalysesthelevelofglucose,triglyceridesandcholes-terolbeforeandafteryoudrinkthedrink.Alloftheresultsjoinadataana-lysisplatformwhichdeterminestheperson’snutritionalrequirementsandgeneratespersonaliseddietrecommendations.Certainfoodsensitivities(caffeine,lactose)arealsohighlighted.TheparticularityofHabitisitscom-pletepackage:asessionwithadietcoachtoexplaintheresults,possibi-lityoflinkingtheresultswithothersmartdeviceslikeaFitbit(exerciseandcaloriedata)andaboveall,apersonalisedmealhomedeliveryservice.TheCampbellGroupinvested32milliondollarsinHabitin2016.

However,theeffectivenessofgenetictestshasbeencontestedbyscien-tificpublicationswhichshowthattheyarecomingdownto40%“falseposi-tives”30.Furthermore,thedeterministvisionofnutritionalgenomicsisbeingchallengedbyprogressinthestudyofepigenetics.Accordingtoepigene-tics,genesarecontrolledbyaseriesoffactorsthatthe(nutritional,psy-chological, emotional, etc.)environmentcanactivateordeactivate. Thegenomeisverystablethroughoutthelifeofaperson,buttheepigenomeisrathervariableandchangesthroughoutaperson’slife.Thisreducesthesignificanceofgenetic testingandadvocatesabroaderapproach,onethatincludessocialandanthropologicalfactors31 .

Source Kantar TNS FOOD 360™ 2018

Thereis,fornow,alowlevelofinterestinthiskindofservicesindevelopedcountries(only14%ofFrenchPeople,21%ofBritsandAmericanswouldbeinterested)butthisinterestishigherinemergingcountries:45%ofRussian,51%ofSouth-EastAsiaresidentsand59%ofChinesemaybetempted.


51

Food and health: are customised products the future?3The limits of personalised nutrition

Thedevelopmentoftailoredfoodonanindustrialscalefacesmanydiffi-culties:theextensiveinitialmedicaldiagnosisandthetimeittakestogene-ratetheresults,theneedtoregularlyreproducethisdiagnosistomeasureanydevelopments,confidentialityofthedata(genetic inparticular)col-lected,productioncostsforsmallquantitiesofpersonalisedproducts,etc.

Itisthereforeunlikelythatwe’llseethistypeofproductonsupermarketshelvesinthenearfuture.Customisationwilldevelopmorethroughmenusuggestions over a week, delivery of balanced meals (made from freshproducts),servicesthatnoteveryonewillbeabletoafford.Newsocial(andhealth) inequalities may therefore appear between those who will havethemeanstobuytheseservicesandthosewhowillcontinuetoeatmains-treamproducts.

Asthelinebetweenfoodandmedicineblursandtheroleofhealthpre-ventionplayedbyfoodbecomesclearer,theroleofhealthcareinsurance

comes into question. In France, some functionalfoodslikegluten-freeproductsarealreadyrefun-dedbythenationalhealthserviceifjustifiedbyadoctor’s note. In the future, particularly in coun-tries with private healthcare insurance, will wesee insurancecompaniesadjusttheirpremiumsdependingontheircustomers’diets?Customerscouldbe “supervised”bycalorie-controldevicesandmachinesthatmeasurefoodeaten...Resear-chers at Tufts University School of Engineeringrecently miniaturised sensors so they could beinstalledonatooth.Connectedtoasmartphone,theycantransmitinformationaboutglucose,saltoralcoholintake32 .

32 “Scientists develop tiny tooth-mounted sensors that can track what you eat,” TuftsNow, 22 March 2018 https://now.tufts.edu/news-re-leases/scientists-develop-ti-ny-tooth-mounted-sensors-can-track-what-you-eat


52


Additionally, won’t food medicalisation eliminate social and culturalelementsandstandardisedietaryhabits?Whathappenstosharingandconviviality ifeveryonehastofollowtheirowndietoronlyeatfoodspe-ciallydesignedforthem?

Finally,honingscientificknowledgeofthehealthbenefitsofaparticularfoodornutrientandformulatingincreasinglypertinentandpersonalisedrecommendationsdoesnotmeanthatindividualswillbewillingtofollowthese recommendations to the letter. Currently, it is already establishedthataMediterraneandiet (fruit, vegetables, fish, oliveoil, etc.) ishealthyandyetthepeoplewhofollowthisdietarefarfromthemajority(eveninMediterranean countries, where people have slowly distanced themsel-vesfromit!).Themanyaspectsofeating,startingwithpleasure,sociability,culturaltraditionsandstandardsbutalsoeconomicconstraints,influencebehaviourswhicharenotalwaysgovernedbyreason.


53

Elements in 2030 scenarios

• Smart objects will measure «in real-time” what a person eats and analyse the nutritional composition (calories, nutrients, allergens, etc.). They warn the person when their recommended daily limit is reached or inversely when a deficiency occurs. Everything is tracked more simply and practi-cally than when the person has to scan barcodes of the products he eats or take a photo of his plate every time. But we could also imagine that people exasperated by these warnings remove the implant after a while, try to trick it or even tamper with it.

• Lisa’s smartphone or smartwatch will send a message to her at 4pm as it knows that she often craves at that time for junk food and gets it from the vending machine: “Lisa, you should get a piece of fruit. An apple is recommended for your DNA profile. Please avoid bananas.”

• In the United States, health insurance companies will refund microbiota analyses to improve preventive care33.

• In the United States, a 20-year mortgage will not be granted to a per-son because of information revealed by a genetic test 5 years previously which showed a predisposition to type 1 diabetes34 .


33 Today, some companies refund analyses of the sick to improve their medical diagnosis.34 The Genetic Informa-tion Nondiscrimination Act prohibits employers or health insurance companies from using a person’s genetic infor-mation to make employment or health insurance decisions. But that law does not apply to long-term-care insurance, di-sability insurance, or life insu-rance. So your genetic infor-mation—a risk of early-onset Alzheimer’s, say, or breast cancer, for example—can po-tentially be used against you when you’re seeking these types of insurance. https://www.consumerreports.org/genetic-testing/at-home-genetic-test-kits-what-you-need-to-know/


54

Transparency, traceability and future imperatives

56 Weaksignal

57 Keyfigures

58 Introduction

59 Thedemandfortransparency: auniversalaspiration (developed/emergingcountries)

60 Opendooroperations

61 TheuseofQRcodes

62 SmartlabelintheUnitedStates

63 Trackingcodes

65 Augmentedreality

67 Virtualreality

68 Blockchainanditsperspectives

72 Genetictestsandscanners

73 Futurescenarios

Sommaire

4


55

Weak signalTo guarantee the quality of food products, Carrefour will generalise the use of blockchain in its quality lines. A QR code on the label will retrace the entire journey of a chicken, from its hatchery to its position on the shelf, including farming, feed, care and slaughter.

Transparency, traceability and future imperatives4


56

Transparency, traceability and future imperatives4TheYukaapphasbeendownloaded by5.6millionusers(September2018)35.

5.6 million35 https ://www.linfodurable.fr/conso/manger-mieux-lappli-cation-yuka-passe-la-barre-des-4-millions-de-telechar-gements-4615 36 Kantar Worldpanel http ://mkt.kantarworldpanel.com/France/Newsletters/63/nutriscore.pdf ?utm_cam-paign=449223_Newslet-ter%2063&utm_medium=e-mail&utm_source=Kantar%20&dm_i=4ASX,9MMF,37TFX-C,11V7P,1 37 Label Insight https ://www.labelinsight.com/press-blog/study-consumers-seek-healthy-lifestyles-but-food-packaging-makes-it-difficult 38 https ://fr.wikipedia.org/wiki/Open_Food_Facts

39 Price Waterhouse Coopers https ://www.pwc.com/gx/en/ser-vices/food-supply-in-tegrity-services/assets/pwc-food-fraud-vulnerabi-lity-assessment-and-mitiga-tion-november.pdf

Key figures

8%ofFrenchpeopleuseinteractiveappstounderstandthecompositionoftheproductstheybuy36.

74%ofAmericanconsumerslookforinformationonthewebthroughtheirsmartphone,tabletorPCwhenthepackaginginformationisnotclearenoughforthem37.

TheOpenFoodFactsdatabasehasnearly500,000productslistedin141countries38.

Foodindustryfraudcostsover40billiondollarsayear39.

8 % of french people

74 %

500 000 products

40 billion $


57

Transparency, traceability and future imperatives4Globalisation and the growing complexity of production chains are increasing the risk of serious health crises and facilitating fraud (e.g.: horse meat lasagne). Major industrial groups admit that they don’t know all their third-tier suppliers. In addition, the boom in organic and local products assumes a level of trust in the production methods used (no pesticides for organic products, etc.) and the different intermediaries. Various technological solutions are used to guarantee product traceability from field to fork and provide the consumer a transparent view of production and farming conditions.


58

Transparency, traceability and future imperatives4The demand for transparency: a universal aspiration (developed / emerging countries)

Today, food is facing a real crisis of confidence: 77% of French peoplebelievethatthereisaprobableriskoffoodbeingbadfortheirhealth.ThisislessthecaseinsomecountrieslikeUK(49%)ortheUS(55%),butmuchmoreinSoutheastAsiacountries (85%)and inChina(91%). (Kantar,Food360TM201840).

Only33%ofAmericanscompletelytrustthefoodsystem41 .Similarly,aftervariousscandalslikemilkwithmelamine,in201640%ofChineseconsumersconsideredfoodsafetya“verybigproblem”,comparedto12%in200842 .

Labels(organic,AOC,IGP,LabelRougeinFrance)andclaimsonpacka-gingpartlyreassureconsumersbut it isnotalwaysthecase.NearlyhalfofAmericanfeeltheydonothaveenoughinformationonaproductafterreadingitslabel43,eandonly15%trustthe“allnatural”claim44 .

Beyond the nutritional composition, consumers want to know moreaboutthesocialandenvironmentalaspects.70%ofAmericanswantmoretransparencyaboutcorporatesustainabledevelopmentpractices45. They alsowantmoreprecisionsabout theoriginof rawmaterialsand ingre-dients.Finally,growingsensitivitytoanimalwelfareleadstoquestionsonlivestockfarming,transportandslaughtering.

40 https ://www.kantarwor-ldpanel.com/fr/A-la-une/de-consommation 41 http ://www.foodinte-grity.org/wp-content/uploads/2018/01/CFI_Re-search_8pg_010918_final_web_REV2-1.pdf42 http ://www.pewglobal.org/2016/10/05/chinese-pu-blic-sees-more-powerful-role-in-world-names-u-s-as-top-threat/10-4-2016-9-38-34-am-2/ 43 https ://www.fooddive.com/news/brand-trans-parency-and-issue-ad-vocacy-driving-consu-mer-choice/511505/ 44 http ://www.nielsen.com/us/en/insights/news/ 2018/its-clear-transparen-cy-is-driving-fmcg- growth.html 45 https ://www.hart-man-group.com/press-release/66/who-s-walking-the-talk-consumers-name-top-10-transparent-companies-hartman-group-report


59


CharitiesandNGOsplayedan important role in thisgrowingdemandfortransparency.Overthelasttenyearsorso,theyhavebeenparticularlyactiveindenouncingpracticestheydeemtobeharmful(likeGreenpeacewiththedeforestationcausedbypalmoil)orfalseclaimsandmisleadingpackaging (similar to Foodwatch). They increasingly use the name andshame technique but also recognise groups that have made the mostprogress (forexample theGoodFarmAnimalWelfareAwardsorganisedbyCIWF-CompassioninWorldFarming).

Facedwiththesenewtransparencydemands,varioustoolshavebeendeveloped,initiallybythesecharitiesbutincreasinglybyindustrialmanu-facturersanddistributorswhoareshowingtheyhavenothingtohideandwanttodevelopanopendialoguewiththeircustomers.

Open door operationsAsasolutiontothismistrustandoftentoassuageconsumercuriosity,

foodgroupssometimesopentheirfactorydoors.InFrance,FleuryMichonforexamplelaunchedits#comeandcheckcampaignwelcomingconsu-mers, bloggers and journalists at its surimi factory. Some of them evenwenttofishpollockwiththecompany’sboats inAlaska.Afterwardstheypostedtheirvideosonsocialmedia.ForitsIMadeThis(CestMoiQuiFabrique)operation,Nestléinvitedcustomersfromafreedrawtovisit5ofits24pro-ductionsites inFrance inanoriginalway: theycouldwork inproductionalongsidethegroup’semployees.InDenmark,cooperativeDanishCrownofferspeoplethepossibilityofvisitingtwoofitsslaughterhouses.


60

Transparency, traceability and future imperatives4The use of QR codes

Appscreatedbyindependentorganisationsorcharitieshavedevelopedto offer consumers more information than the labels provide, like OpenFoodFactsinFrance(acollaborativeprojectsimilartoWikipedialaunchedin2012)orGoodGuide in theUnitedStates (created in2009). Today, theirdatabases contain hundreds of thousands of product references andinformationiseasytofindbyscanningthebarcodeswithasmartphone.Some support this information with a scoring system that assesses thenutritional quality (Yuka in France) or social and environmental aspects(HowGoodintheUnitedStates).

Similarinitiativesarebeingtakenbyindustrialcompaniesthemselves,tostayonestepaheadofanycriticismthatmaycometheirway.

Source Tetra Pak


61

Transparency, traceability and future imperatives4Smartlabel in the United States

In the US at the end of 2015, the Grocery Manufacturer Associationlaunched the SmartLabel initiative. Consumers can scan QR codes withtheirsmartphonetoaccessdetailedinformation(nutrition,allergens,GMOcontent if it’s not required by the label). In June 2018, around fifty majorcompaniesadopteditandthesmartlabelappearedon28,000products.

ButthisinitiativeneedsstorestohaveWiFi(whichisnotalwaysthecase)

orinstallterminalswhereconsumerscanscantheproductswithoutusingtheirsmartphone.

InChina, tomeethealthconcernsaboutdairyproducts, the “Adoptacow”companygivescustomersauniqueQRcodesotheycanwatch“their”cow24/7onawebcam.Theycanalsovisittheircowatthefarm.


62

Transparency, traceability and future imperatives4Tracking codes

HersheyisworkingwithSourcemapwhichprovidesaninteractivemapfortracingingredientsrightbacktowheretheyweregrownandmanufac-turedandforvideos(forexampleharvestingcocoabeansinGhana).

IDS Foods Marker: «Terroir Passport», IDS FOOD

Trackingcodesonpackagingalsoprovideadditionalinformation.Cus-tomersofAurora,oneof themain foodfirms inBrazil,enter thecodeonthe milk carton to find out about every stage of production and qualitycontrol,frommilkinginthecooperativetotheproductleavingthepacka-ging factory.GermanbrandFollowfish federatesanetworkoffishermenandorganicfishfarmersthroughouttheworld,forsustainablefishing.Withtheir trackingcodes,consumerscan track the itineraryof theirproduct,thedatethefishwascaught,theidentityofthefishermanandthenameoftheboat.IntheUnitedStates,thecodesonQuinnsnacksmeanthattheconsumercantraceeveryingredientbacktothefarmandseephotosoftheproductionmethods.


63

Transparency, traceability and future imperatives4Augmented reality

Augmentedrealityisatechniquewherea2Dor3Delementisinsertedinreal-timeinarealimage.Therealenvironmentis“augmented”byatoplayer of information and the most popular example of this is the gamePokemonGo.Thistechnologyisstartingtobeusedinthefoodindustrytodesign augmented packaging, like the Lactel Max milk carton for child-ren.Byfocusingascreenonthefrontofthepackaging,over40differentcontents(quizzes,videos)areaccessiblewithfuninformationaboutrecy-clingandthequalityofdairyproducts.

Similarly,thePoultgroupincollaborationwiththePasteurClinic,Arterrisandstart-upUbleamhavedevelopeda“smartbiscuit”;aninteractivelogoonthepackagingisanimatedtogivetheconsumerinformationabouttheproductanditsingredients.

6 / Easycom / Document Confidentiel / Tous droits réservés

VOS SUPPORTS IMPRIMÉSEN RÉALITÉ AUGMENTÉE

“Paper on” application to visualise content in augmented reality (packaging for example).

The customer/user can then “virtually” handle the product (3D), with demo videos, tutorials, etc.

Paper On, EASYCOM


64


The Mars Food group, the Transparency-One platform that maps theentiresupplychainandvisualisesthedata,SGSwhichcollectsandchecksthis data’s exactness and Blippar, a tech company specialised in aug-mented reality, have launched an app that scans the back of a packetofUncleBen’sBasmatiricetoseetherice’sjourneyinaugmentedreality,frompaddyfieldtoplate,andlearnmoreaboutthesustainabilityinitiativeadoptedbythefarmersthatgrowtherice.

The limittothese initiativesresides inthefactthattheyrequiredown-loading the dedicated app. The “supermarket of the future” revealed atMilanExpoin2015andmadearealitybyCoopItaliaintheBicoccaVillageshopping centre in the same city has augmented reality labels that donotrequireasmartphone.Inthefruitandvegetablesection,forexample,simplyplaceyourhandabovetheproducttoinstantlyseeitsplaceofori-gin,thenumberofcaloriesitcontains,potentialallergens,acompletelistofrawmaterialsandtheirorigin,andeventheproduct’scarbonfootprintthankstoatechnologydevelopedandpatentedbyCarloRatti,architectandMITprofessor(MassachusettsInstituteofTechnology).


65

Transparency, traceability and future imperatives4Virtual reality

Opendaysandfactorytoursareafantastictool fortransparency,butarenotalwayspossibleforsafetyreasonsandbecausetheyarecompli-catedtoorganise.Virtualrealityisstartingtobeusedtocreateasimilarexperience ina funway.Coca-Colaoffersa360°virtual tourof itsbott-lingsiteinGrigny.VisiblewithavirtualrealityheadsetviaanappandQRcode,thefilmisalsoavailabletoeveryoneonYouTubeonasmartphoneortablet.McDonald’sinEnglandlaunchedthe“Followourfootsteps”projectso people can follow the chain’s farmers, suppliers and teams. NescaféusesvirtualrealityfortoursofoneofitscoffeeplantationsinBrazil.

This technologymaybeawayofopening the “blackbox”of the foodindustry.However,ifitisonlyusedforonestageoftheproductionchain,itcancreatefrustrations.Furthermore,consumersmusthaveVRheadsetsorgotoanexhibitionoranothersimilareventtoenjoytheexperience.


66

Transparence et traçabilité, impératifs de demain4Blockchain and its perspectives

Blockchainisaninformationstorageandtransmissiontechnologythatisdecentralised,transparentandsecure.Byextension,blockchainrepre-sents a database containing a record of every transaction between itsuserssince itscreation.Thisdata issecureandpublic. It issharedby itsdifferentuserswithnointermediary,whichmeansanyonecancheckthevalidityofthechain.Thefirstblockchainappearedin2008withthebitcoindigital currency, but possible applications are very varied46. In the foodindustry,ithelpsfightfraud,quicklyshowsthepathtotherootofanyhealthissues,recallstheproductsconcernedmoreefficientlyandalsoprovidesconsumersmoreinformation.

46 Définition de Blockchain France https ://blockchain-france.net/decouvrir-la-blockchain/c-est-quoi-la-blockchain/


67


Supply chain

Blockchain

•Cannedtuna •Frozentuna

• Fishing set • Transfert todifferent wellonboard • Observer

Cold Storage place Discharge

& transport in truck

Fishing vessel

Shipment

Retailer check & Sell

Fishing vessel

Truck

Cold Storage

Processor

Transport companies

Retailer

Processing final product

1

2

34 5

6

• Shipment receip • Tally sheet (weight control)

• Sizing&weight sheet •Clientinvoice •Storage reciept

•Reception reciept •Processsheet by step •finalproduct control • Clientorder &invoice

Consumer

check

Example of blockchain used in tracking tunasource Bureau Veritas, Origin

•Unloading inspection

• inspection during fishingtrip • Recordsmass balance check • VideoCheck

•Coldstorage inspection &audit

•Traceability audit/process inspection on site +recordcheck • Lab testing (DNA)onfinal product

•FinalRandom inspection (FRI) •Pre-Shipment inspection (PSI)

•FRI (quality, weight, traceability)

•Shipment/ packing list • Invoice

&reception sheet/storage

Traditionalqualityassurancefortraçability

• Log-book/IMD • Stowage diagramsheet • Video (e-observer)


68


CarrefourhaslaunchedthefirstfoodblockchaininEuropeinnineofitsqualitylines,startingwithitsAuvergnechickens.ThelabelhasaQRcodethatcanbescannedby theconsumer indicating the locationand typeoffarm,thenameofthefarmer,thetypeoffeed(withoutGMOs,soyaorcereals),labelsandeventheslaughterhouse.

AmericanretailerWalmarthasalsosetupablockchainsystemincol-laborationwithIBMandtrialleditinMay2017onapacketofslicedmango.Thanks to this technology, the teams found theMexicanmango farm in2.2secondscomparedto6days,18hoursand26minuteswithoutthesys-tem. In China, e-commerce giant JD.com also uses blockchain to tracetheproductionanddeliveryofseveralproducts including frozenbeef. InMarch2018,theauditandcertificationfirmBureauVeritaslaunchedOrigin,afoodtraceabilitysolutionbuiltaroundblockchainthatusesinspections(inparticular,competentpeoplewhoenterdatainthesystembutalsointhefield)andtesteditontunafishinginthePacific.

Stakeholdersarecomingtogethertodefinethenecessarystandardsforsharing this information. InAugust2017,Walmart,Kroger,Nestlé,Unilever,TysonFoodsandothermajorAmericanfoodgroupsmetwithIBMtocreatetheBlockchainFoodTrust,tosetupstandardsandcreate“theequivalentofFedEx for tracking foodproducts”.At theendof2017,Walmart, JD.comandIBMcreatedtheBlockchainFoodSafetyAllianceChina.

Many start-ups are also focusing on this area. Californian companyRipe.iohelpstheSweetgreenfast-foodchaincontrolthequalityofitsfreshproducts,startingwithitstomatoes.BritishfirmProvenanceispromotingbrands that commit to ethical sourcing, fair working conditions, sustai-nabledevelopmentandqualitycriteria. It signedapartnershipwith theSoilAssociation,theleadingcertificationorganisationfororganicproductsintheUnitedKingdom,guaranteeingrespectfororganicspecificationsforabrandofbaconandprovidingconsumersinformationaboutproduction.


69


Similarly,ViantisworkingwiththeWWF(WorldWildlifeFund)toguaranteeresponsiblefishingpracticesofftheislandsofFiji.

Transparency isbecomingamajordifferentiation tool forbrandsandhasledtopositivecooperationbetweenthedifferentlinksinanindustry.Blockchainhasitslimitations,however,likethecostofdevelopingthetech-nology,appandpackagingwhich,dividedbetween thedifferent indus-trystakeholders,canremainquitereasonable(about1%surchargeonthefinalproduct).Theoftenmentionedenergy-intensivenatureofblockchainconcernsthepublicblockchainprimarilyandisnotachallengeforprivateblockchains.

Blockchainsupposesthatdatacannotbefalsifiedonceinthesystembut itdoesnotguarantee that theywillbecorrectatorigin. Entryerrorsandevenfraudcanstilloccur(anorganicfarmercandeclarenouseofpesticides):it’stheGIGOeffect(garbagein,garbageout).Thistechnologydoesnotdispensewithinspectioninthefieldbyanindependentorganisa-tion.Finally,itmaybehackedashasalreadyhappenedseveraltimeswithBitcoin.


70

Transparency, traceability and future imperatives4Genetic tests and scanners

Othertoolsareusedtoguaranteeproductauthenticity.GiventhathalfoftherestaurantssurveyedinSpainservefishthatisnotthespecieswrittenonthemenu47,AZTI-Tecnaliaresearchersdevelopedgenetictestsaspartof the EuropeanFOODINTEGRITYproject. These testsarealsocapableofdetectingthepresenceofRobustacoffeeinArabicacoffee.

Similarly, scanners that can analyse food on a molecular level usingnear-infrared spectroscopyarecurrentlybeingdeveloped, like thosebycompanies Scio and Tellspec. They are capable of detecting allergensandwillperhapstomorrowbeabletoassessthepresenceofpesticidesandthereforeifaproductisorganicornot,liketheprototypefromIsraelistart-upInspecto.

47 http ://www.azti.es/one-out-of-two-surveyed-restau-rants-serve-fish-that-does-not-match-the-menu/

Kit for detecting the origin and composition of products (organic, protected origins, allergens, etc.).

DNA FOIL, SwissdeCode


71

Transparency, traceability and future imperatives4Future scenarios

• At the supermarket, scanners using infrared spectroscopy are available for checking the nutritional qualities, pesticide content or freshness of products.

• In restaurants, digital tablets with menus offer the possibility of clicking to watch videos about where ingredients come from, how they are grown, harvested then brought to the kitchen, or how the animals are treated.

• Transparency extends to include new criteria:

— the share of added value that comes back to each stakehol-der (similar to the “C’est qui le Patron” initiative),

— working conditions of farm and food industry employees,

— transport distance and duration (for animal welfare and car-bon footprint)

• personal AI assistants are configured to select products according to cri-teria previously defined by the consumer and make the necessary veri-fications. It is therefore no longer necessary to scan products or watch videos or read documents.

• A blockchain hack (upstream) results in a huge health scandal and dis-credits this technology. Citizen groups organise themselves to go and inspect production in fields and factories, like the Participatory Guarantee Systems used in the organic sector and Community-Supported Agricul-ture (CSA) in China or India48.

48 https ://fr.wikipedia.org/wiki/Syst%C3%A8me_partici-patif_de_garantie


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LAB SIAL PARIS 2018

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