Consider the following:
Beyonce has a recipe. She has a full, iterative plan every time she comes out with an album. She records, runs an ad campaign, develops and produces a tour with amazing choreography, then takes it international. Similarly, corporations take calculated risks and make decisions after considering all options.
In contrast, startups are more ad-hoc in their decision making. Things are less pragmatic and more emotional. Much like Miles Davis on his trumpet, it’s a stream-of-consciousness process that relies on intuition over data. It’s not about playing sold-out shows, it’s about nurturing an idea in the moment until it comes to fruition.
For startups, the story is being written in real time.
Every year, we see new eating trends: gluten free, paleo, Atkins, juicing, cleansing. People singing the virtues of cottage cheese or kale. These mixed messages (many put forth by biased interests) create macro shifts in eating habits. Eaters end up zig-zagging through their diets because they don’t have a solid foundation of eating or an understanding of how food affects the body.
Whatever’s topical, we’re allergic to, because it detracts from having a truly productive conversation about what healthy eating looks like.
Happy St. Patty’s Day! Drink this kale + peanut butter smoothie from the archives for luck!
1 cup California Raisin Granola
1/2 cup smooth peanut butter
1 cup yogurt
1 tablespoon chia seeds
1/4 cup cacao powder
Handful of coarsely chopped kale
Splash of coconut milk
Combine all ingredients in the blender and blend to desired consistency. As an alternative, top smoothie with San Franola Granola instead of blending in.
Make one large smoothie for yourself or two small smoothies to share with a friend!
A huge thanks to all who woke up bright and early and made our Expo West breakfast a big success! Smári provided their delicious organic Icelandic yogurt, and Chameleon Cold-Brew killed it on the coffee front (Austinites, we’re jealous!!).
To kick things off, Lawrence Williams of the US Healthful Foods Council gave an excellent talk about the Responsible Epicurean and Agricultural Leadership (REAL) Certification program, which is quickly becoming the trusted, nationally recognized mark of excellence for food and foodservice operators committed to holistic nutrition and environmental stewardship. According to the most recent data, the average American adult buys a meal or snack from a restaurant 5.8 times a week, and more than 30 percent of children eat fast food on any given day. As such, it is vital to consider the salt and sugar content of prepared foods, or whether or not the vegetables used are fresh or frozen. By pioneering a public-private partnership between the food service industry and consumers, the REAL Certification gives eaters unprecedented access to information about the origin and preparation of their food.
Not only does improved nutrition decrease obesity, diabetes, and cancer rates, it also leads to mental, physical, and emotional transformation. The Nutrition Babes, also known as Lauren Harris-Pincus and Kathy Siegel, are registered dietitians and nutrition consultants and followed Lawrence’s talk with a discussion about these changes that come from creating healthy habits. Weight loss and improved physical health is most often discussed in relation to good nutrition and health, but the mental and emotional effects of good nutrition are equally important. As such, Lauren & Kathy’s motto is, “Think healthy…not skinny.” Specifically, they talked about incorporating 30 grams of protein per meal to increase both satiety and focus throughout the day.
With the rise in convenient, on-the-go meals and snacks, it’s critical to have a holistic understanding of what we’re putting in our bodies on a day-to-day basis. Lawrence, Lauren, and Kathy shed some light on these complicated and increasingly intertwined issues. Expo West is the perfect place to have these conversations, as it’s the epicenter of healthy food trends. It only makes sense to get the best minds in healthy food innovation together to talk about these changes. Smári yogurt and San Franola granola filled eaters with those 30 grams of protein, and Chameleon’s coffee fueled some great discussions! Thanks again to all speakers and attendees, and to the Marriott for hosting. We can’t wait for next year!
The Obama administration has once again shown that they’re not afraid to make bold changes when it comes to food labeling. The recent proposed changes to the nutrition label represent a dramatic overhaul to a system that was established in the 1970s and no longer accurately reflects how much Americans are eating. For example, the standard serving size of a soda is listed as 8 oz, but bottles are regularly sold and consumed in 16-20 oz increments.
Though grocery industry groups have remained tactful in their initial statements on the proposal, there is no doubt they will fight tooth and nail over every detail of the proposal before it’s approved. And it’s no wonder – consumer food companies have been able to successfully sell products with these outdated guidelines for years.
This is an open challenge to health and wellness brands: Create a product that kills it on both nutrition and flavor. Represent a lifestyle so compelling, the alternatives pale in comparison. Build a brand recognizable around the world, with a story that stirs the hearts of consumers. The opportunity lies in the ability to craft a product and image so powerfully irresistible that consumers and “big food” will have to pay attention.
Visual cues play an instrumental role in forming a consumer’s opinion of a product. Value is communicated at all levels of a consumer’s experience with a product, from the way a package is designed to the fonts used to write product descriptions. Food brands use their aesthetic to capture the emotions they want to elicit from consumers. That’s presentation.
The First Lady’s proposed updates to nutrition labels wholly embraces the idea that design is about communicating value. New font sizes draw the eye to calorie counts. Creating an additional line to call out added sugars in foods gives the consumer more information about where the flavors in their food are coming from. And a two-column panel puts greater emphasis on Percent Daily Values. These changes make a clearer connection for consumers about what goes in to their food products, and how those ingredients impact their overall health.
We’re in the era of transparency. Consumers have access to a depth of story, an understanding of sourcing and distribution; a transparent look at the whole brand. Products and services are attainable. Brands are pioneering this by giving consumers bountiful access to their decision making process, their sourcing standards, their company thesis. People want access to more information instead of less.
There is an inherent decline in quality when people aren’t aware of the process. This is true in food, too. In the 100+ years the USDA has been making recommendations on diet, we’ve seen countless changes in what’s thought to be “good” nutrition. Early iterations of food guidelines simply highlighted nutrient adequacy, and didn’t make recommendations around calorie consumption. In the mean time, we’ve seen the rise of countless fad diets claiming to be the one stop shop for an eater’s nutritional needs.. There is so much noise, it’s hard to distinguish from what’s true and what’s marketing hype.
With Michelle Obama’s announcement of the proposed changes to nutrition labels, the era of transparency has finally come to the food label.
Updating serving sizes to reflect what people actually eat and calling out added sugars gives consumers more – and better – information about what they’re eating.
“This will be the new norm in providing consumers with information about the food we buy and eat.” – FLOTUS
Just days after the Seattle Seahawks put a beating on the Denver Broncos in the Superbowl, athletes descended on Sochi, Russia to fight for national pride and physical superiority in the Winter Olympics. We’re surrounded with examples of athletes in their peak physical shape.
How do these athletes achieve pick-six speed or mogul gracefulness of a feather?
Sponsorships and TV commercials lead viewers to believe it was a Big Mac and copious soda pop, or a late night pizza washed down with a bionic energy drink. Athletes themselves have us believing that they eat this junk on a regular basis too!
Placing blame on a consumer food company for trying to sell products or on athletes for taking an endorsement deal is misguided. It’s up to health and wellness brands to fill the gap.
This is an open challenge to health and wellness brands: Create a brand that gives athletes the opportunity to endorse healthy products. Have the ubiquity of an international presence and the cache to stir emotion. Represent a lifestyle so compelling that the alternatives are seen as compromises.
We’ve been hard at work all year developing, testing, and tasting 5 new flavors. They will be officially launching in stores and online in January 2014!
Want the first taste? Pre-order a sampler pack (12 single serves and 1 12 oz. bag) from our web store through January 15 and receive 15% off your order using the code NEW2014. All orders will ship the week of January 16.
Thanks to all who came out and supported our Q4 Food Summit last Wednesday! A huge thank you to Christina Wodtke and Na’ama Moran for speaking, and to the Four Seasons for opening up their beautiful MKT Bar to us. Due to some technical difficulties, we unfortunately don’t have any photos of the event. We also had a last minute itinerary change – Nait Jones’ daughter was sick – so Na’ama graciously stepped in and saved the day.
Christina kicked off the evening with a great talk on taking an idea from concept to reality, and thinking about design from a 360 degree standpoint. A designer is not simply focused on aesthetic, but empowered with knowledge of desired form, optimal user experience, and ultimately positive function. Christina’s next book, The Executioner’s Tale (working title), will be published soon and is sure to be a good read. Pictured is her first book.
Na’ama followed up with a great entrepreneurial discussion around finding pain points (which are actually opportunities) and building solutions to address them. The food space is ripe for disruption, and Na’ama detailed how her company Sourcery, is a platform for food buyers and suppliers to connect directly with one another without all of the middle men. This leads to more collaboration, open communication, and supply chain transparency.
This was the 2nd iteration of our experiment in bringing together some of the best minds across food, tech, design, distribution, etc. to discuss the future of food and what that looks like. In so doing, we hope to encourage connection and conversation that may not otherwise occur. We’re looking forward to the first Food Summit of 2014, in April. Find out more by joining our Food Summit list here.