#DoBusinessUnusual – behind the scenes of new WRAP report

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Over the last 9 months, 3Keel and WRAP – along with partners at Dragon Rouge and ETANTE – have been researching and writing on the challenges and opportunities facing the food system over the next ten years. We’ve done a heap of research and, with the help from a Thought Leadership Group drawn from WRAP’s network, have identified three key trends and 15 topics considered particularly relevant for the years ahead. The final report is being released today at WRAP’s annual conference, supported by a short animated film showing some of the challenges and opportunities for the food system of the future. The report is available to download from the WRAP website.

A decade of change in the food system

So what have we learnt? Our immediate reaction is the breadth of issues covered, so extensive that we can do an A – Z of the topics included: aquaculture, biodiversity, cooking, drones, enterprise, forecasting, GIS, health, insects, jobs, knowledge, landscapes, markets, nutraceuticals, obesity, packaging, QR codes, robotics, seaweed, technology, urbanisation, valorisation, water, youth, zero- till. Indeed, it is this breadth which we hope makes the analysis unique, and to illustrate the links between discrete elements of the food system.

We’ve also learnt the power of design in conveying complex information to readers. For the project, we’ve been working in close partnership with Richard Scott Design who has created infographics and design flourishes on every page, which bring the subject to life and – we hope – bring a very fresh approach to delivering a technical report.

Lastly, in preparing the conclusions it really brought home to us just how much our food system is changing. The next ten years look set for massive changes, both from the changing demand profile of householders, and the technological revolution taking place in food and beverage value chains. There’s much to be concerned about, but there’s also unbelievable new innovations coming through which weren’t even a twinkle in the eye back in 2006. So, go to WRAP’s website now to check out the report – and take on the mantra to #DoBusinessUnusual

The next ten years look set for massive changes, both from the changing demand profile of householders, and the technological revolution taking place in food and beverage value chains.

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