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The food of tomorrow: transparent and natural?

We are at a crossroads, or so it appears. You are familiar with the perception... It sounds like a joke, but many are absolutely convinced of this: the consumer knows what he wants and he wants it now! But does that consumer actually exist? Of course not, but that realisation alone immediately creates major opportunities for the food industry, that is, tailor made for the individual customer! Transparency in the extreme... And of course, made using only natural ingredients, as the perception lives on that what nature provides for us must be healthy. I myself am also of the opinion that personalised food, supported by the enormous potential of social media may have a great future. Only perception will prevent its success, as believe me, solid scientific support is not an unnecessary luxury.

Prof. Koen Dewettinck, UGent
President Intrafood:18