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The future of food
PORTFOLIO | 2024
Hot off the press:
Our Future Food System
the future of food
Explore
Our latest insights
Coming Soon:
01
Our future food system
The future is here today
02
Global VC funding
Tagline here
03
The cutting edge of innovation
The cutting edge with Bompas & Parr
11
Returns on Regenerative Agricultures
(Virtual Farm)
10
Food & Social Value
12
Farm to Fork
08
The evolution of a new food community
Mission Kitchen
07
The role of the city
in meeting global food challenges
09
Food & place
Our greatest love story
05
The largest food innovation community
04
The Netherlands
A case study
06
Biotech meets food science
revolutionising the future of food
Following the global money
contents
The Future is here Today
We are at a tipping point, a moment of truth.
As our population swells, our cities expand and our planet warms, we need a food system that can deliver fresh, healthy, climate-friendly, affordable food. Yet we now know, as the UN Global Panel on Agriculture, Food Systems and Nutrition recognised, that the policies, systems, technologies that fed the world in the twentieth century are no longer fit for purpose.
It is a question of when, not if, our food system will change. With the pressures of climate, food (in)security, technological innovation, energy transition, some argue that we are on the cusp of the fastest, deepest and most consequential disruption of agriculture. As with great transformations over the centuries, the seeds of the future are already with us, growing quietly in plain sight, awaiting their moment. Innovations rooted in circularity and place can have the greatest impact.
Innovation and opportunity thrive in periods of change and uncertainty. It is amidst this uncertainty that innovators imagine what if? It is the passion of people who see a different way that is the defining factor. When we are forced to confront our paradigms, to challenge the status quo, we can think and act differently – new ideas and new approaches emerge.
Take the team at Potager. In response to evolving trends in retail parks and environmental concerns, the Berlin-based, start-up team embraced innovation and established its own vertical farm to provide local restaurants and hotels in Berlin to provide them with healthy, locally grown produce. The team is driven by a deep passion to help achieve food security and feed growing populations. As the Potager team shows, having a great idea is sadly not enough – it takes grit, resilience and an abundance of optimism to make an impact. For example, upon starting up, it was discovered that the plants didn’t like Berlin tap water, requiring the installation of a reverse osmosis filter. Going forward, they will close the loop and harvest rainwater to use in the farm’s fertigation system, one step closer to self-sufficiency. If growing a start-up takes grit and optimism, then transforming the food system is another order of collective endeavour. We have the reasons for change, we have the emerging technologies, the biggest barrier to change is… us. We are bound by our mindset, our paradigms, how we see the world. The seeds of the future are already with us. Our collective task is to embrace the change that is required and step forward with purpose – experiment, explore, discover and the answers will emerge.
The future outlook of agriculture at Potager Farm, Berlin
Change and transformation is inevitable
Unique local challenges and opportunities spur ingenuity and the courage to take bold steps. Open minded policy makers and investors alongside outward looking communities provide the fertile conditions needed for such ideas to flourish (the opposite is also true). Take vertical farming, and how it can disrupt and improve current food systems, as an example use case.
Only ten minutes from Dubai downtown you will find a glimpse of the future – the development of Food Tech Valley (FTV). FTV has the ambition to revolutionise the food and agriculture ecosystem, reimagining food production. At the forefront of this is ReFarm, reshaping the future of affordable agriculture. In partnership with Intelligent Growth Solutions (IGS), ReFarm is building the world’s first GigaFarm – a 900,000 sq ft facility, integrating regenerative AgTech and waste-to-value technologies, while collaborating and fully integrating the traditional farming community.
This innovative site will bring together six complementary technologies and be capable of recycling thousands of tonnes of food waste and growing billions of crops, seedlings and trees using IGS’s world-leading vertical farm technology. Vitally, the site will support the UAE’s move towards decarbonising food production, replacing 1% of the country’s unsustainable produce imports.
Decarbonising food production in Dubai
Sandy Kennedy
Intelligent Growth Solutions, Commercial Relationships Director
Innovation
Given the complex nature of the global food system, with many issues to solve, there is of course a growing interest within the investment community, including venture capitalists. They are looking for opportunities to invest in companies, from start-up to scale-ups, capable of addressing the challenges and reducing complexities for producers and consumers, and all those players in between.
Globally, there is a recognition of the importance and the responsibility of enhancing and ensuring the sustainability of the food system. This is reflected in significant investments being made across all continents, which supports the ecosystem in which the VC-invested companies will be located.
The Food and Agriculture Organisation of the United Nations (FAO) has projected that almost 600 million people will be chronically undernourished in 2030. In addition to creating new choices and solutions to meet customer demand and catering to the growing culture of utilising food to improve health, investment into the food sector is crucial for better global outcomes. To highlight the complexity of food challenges, it should be noted that overnutrition contributes to a higher number of deaths globally than undernutrition.
The global food market is projected to generate US$10.5 tn in 2024 and is expected to grow by a compound annual growth rate of 6.5%. Significant investment into the food sector can be segmented into five key sectors which include Agriculture, Food and Beverage, Containers and Packaging, AgTech and FoodTech. However, it the growth of the ‘tech’ that will create new companies and ignite real estate need in the future. Entrepreneurs and, ultimately, investors are attracted to solving big problems.
Overall, the creativity, capability and volume of products has grown as venture capital has been an increasing source of investment to enable food-based discoveries and solutions. However, opportunities for investment are forecasted to grow further across the world as the public and private sectors aim to boost their economies whilst strengthening sustainability in the food chain. The real estate industry will have to respond to deliver the types of physical food/nutrition-related ecosystems and hubs to house the companies that will solve the massive challenges. With many cities having food strategies, there will be an increasing need for the commercial real estate market to deliver these hubs in highly accessible locations, to attract the appropriate talent, and at a scale to enable the co-location of public and private sectors – including government and education.
Over the past decade, aggregate global venture capital (VC) funding has tripled in size, and food-based VC alone has increased by almost 6.5 times. This growth is projected to continue as venture capitalists recognise the quality of investible companies and the critical problems that they are looking to solve, including human and planetary health. To address the climate problems, the investment community will have to look at the food system and find solutions to make it less impactful in environmental terms. So far for 2024, over 7% of global VC volumes have been committed to the food sector. The capital invested into ‘Agriculture’ has gradually increased in share from 13% to 20% of total food investment, illustrating the increased focus on food security and the prioritisation of agricultural solutions.
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Global Venture Capital into the food Sector ($US million)
indonesia
4%
france
2%
israel
canada
United States
52%
china
18%
india
8%
united kingdom
6%
Top 10 Countries for VC investment into FoodTech and AgTech
south korea
Germany
With over 878 million acres of farmland area, the United States accounts for over half of global VC investment into FoodTech and AgTech. In 2022, the nation’s food industry accounted for over 5% of its GDP. However, as well as supporting domestic activity, the US Department of Agriculture announced a US$455 million investment plan to strengthen the world’s food security by utilising 375,000 metric tons of US commodities. Activity such as this illustrates how critical foreign direct investment is within the market. Moving east, China needs to feed approximately 20% of the world’s population, yet it is home to less than 10% of all arable land and 6% of global water resources. As a result, continuous investment into food is vital and is a key policy area, with the nation recorded as the highest provider of agricultural foreign direct investment from 2018 to 2022 (US$1.71bn on average annually). China also dominates with the world’s largest e-commerce market which is heavily used for fresh food. China’s fresh food e-commerce market was valued around 564 billion yuan in 2022 (over US$78bn).
Europe has demonstrated many examples of food research and investment into its communities, where market leaders are aiming to resolve food security concerns whilst benefitting from profitability available in the market. There are real estate schemes that accommodate the food challenge and some have been around for many years. For example, there are food ‘parks’, planned and existing, to cater for an ecosystem of innovative startups, companies and researchers. These include the proposed Berlin Food Campus in Germany and the Agro Food Park in Aarhus, Denmark, which has 85 companies employing over 1,300 people. There are also well-established food R&D ecosystems including Netherland’s Food Valley. However, there is a need for more of these specific ecosystems to deliver the solutions for human and planetary health improvements.
Steve Lang
Director, Commercial Research
Tara Patel
Savills, Strategic Advisory, EMEA
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innovation
Alix Cherowbrier
Director Creative Strategy Bompas and Parr
Nicky Wightman
Director Emerging Trends Savills
Alix is a visionary thinker and creative mind, working as the Creative Strategy Director at multi-sensorial pioneers, Bompas & Parr. She is driven by future trends, which she defines by soaking up current culture and consumer behavioural shifts to identify the niche patterns that spark the next big thing.
As a co-founder of the Savills Tech Cities research programme, Nicky has been at the forefront of thinking and debate around cities and the built environment. In her current role as Director of Emerging Trends at Savills, she works with colleagues and collaborators to understand what will influence and define how we will live, work, learn and play.
It’s great to have the opportunity to catch-up. For those who haven’t come across your work so far, could you tell us a little bit about Bompas and Parr?
Bompas & Parr is a creative studio made up of artists, architects, chefs, designers, marketeers, strategists and technologists. Through consultancy, delivering Location Based Experiences (LBEs) and writing publications such as The Future of Food and Drink and The Future of P-Leisure, the studio challenges the world around us with radical creativity and a thirst for provoking innovation. This year, our Future of P-Leisure publication explores how we can redefine the future of placemaking, by looking at insights and drivers such as worlds of algorithmic sameness, how loneliness and shifts in daily patterns can lead to a birth of new community spaces, subterranean living and even post-apocalyptic pop-ups. Our report ‘Hyper-Placeshaping’, looks at how placemaking should be formed around people, feelings and experience driven need.
Impact is at the heart of all the work that I do. What are you seeing that gives us hope for the future?
The last decade or so has been all about convenience and finding shortcuts for everyday tasks (think the arrival of Uber, Slack, Deliveroo). It feels as though we have gotten to a point where consumers have forgotten about finding the joy in mundane tasks, as those mundane tasks are over in seconds, thanks to innovation. For me, the future is about turning convenience on its head and indulging in the rich purity of the mundane – seeking moments for connection, storytelling and magic in the everyday. With London developing multiple new high-rise buildings over the next decade, we see opportunity to redefine usage of spaces, shifting away from immersive spaces that are purely built for content, to spaces that indulge and delight.
You think a lot about creating spaces with a strong sense of identity, how do you think that is done well?
Creating spaces with a strong sense of identity comes down to the detail of the senses – at Bompas & Parr, we take a brief and break it down across the senses, so that we can build up spaces that feel truly multisensory. The identity also comes from building in future thinking on how audiences interact with physical and digital spaces – considering factors such as the internet’s homogenisation of places, the loneliness epidemic and the push and pull between AI and the creative mind.
I have talked a lot about a new language of real estate. I am really interested to see you reference romanticism in your insights, what does that mean to you in the context of food production?
The Romantics emphasised the importance of imagination, moving away from a period that was all about reason and knowledge – so, similar to what we were talking about earlier in terms of a move away from convenience, romanticism in food production is all about celebrating the creation of food, finding intriguing stories and not shying away from decadence. A favourite artist of the studio, William Blake, once said ‘The road of excess leads to the palace of wisdom...You never know what is enough until you know what is more than enough’. So, for food production this means stepping away from convenience and extrapolating the senses that surround a food to push its possibilities.
I can’t wait to hear what you’re excited about at the moment?
It feels like we are at a tipping point of creativity. The ability to create has greatly accelerated with the likes of AI, yet there is a yearning from audiences to slow down. We are at the nexus of change – there is going to be a huge shift over the next few years towards pure enchantment and providing people with spaces for joy and magic. Something that we will explore in our upcoming Future of P-Leisure report is looking at the use of spaces through this lens.
I know you are thinking a lot about gamification too. How do you see the future of games and food evolving?
Food and gaming is something that we have been mulling over for a long time at the Bompas & Parr studio – at the beginning of the NFT wave, we explored a project called ‘Crypto Canapes’, where we tasked creatives with designing digital food – there is something really interesting in food within the digital space – something that can’t be tasted with your tongue, but can be tasted with your other senses. The future of food and gaming will see a greater exploration into multi-sensorial food that amplifies the story for players within a game. We are in the middle of writing a new publication on this subject, so expect to see more on this in the next few months.
For someone who spends a lot of time thinking about food, what would make for the best and happiest food experience?
The best food experiences explore three key components: taste, storytelling and sensorial moments that extend beyond the plate. We use these principles to deliver work such as The Epochal Banquet, which was a pioneering culinary experience inspired by space, microbiology, artificial intelligence and hyperintelligence to imagine the future of dining, hosted at Dubai Expo 2020. Our studio kitchen team are also currently working on a holographic chocolate which is a great piece when it comes to storytelling through food and stretching how far we can push what goes on our plates.
The best food experiences explore three key components: taste, storytelling and sensorial moments that extend beyond the plate.
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The Guiness Tasting Rooms
Symphony in Blue
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For this reason, many destinations lean on food and beverage hospitality as anchors for lifestyle marketing to attract and retain customers.
Arguably one of the greatest love affairs of all time, the relationship between food and place goes back further than any of us can remember. From populations seeking fertile farmland or rivers to provide vital food, to the growth of innovations and globalisation – meaning food could now be brought to towns and cities. Places have built up around functionality but thrive when they become a beloved necessity for communities. ‘Connection’ is one such human necessity taking centre stage in recent years, with great implications for places as facilitators and aided by food as a convenor. As our communities come together and bond, making memories within a space – a new, relatable layer of experience is created. This is supercharged when an experience is multisensory and emotive, which is often where food comes in; although food is something we all need, it is not just for sustenance. Throughout our lives, food has linked us to places in an evocative way, whether exploring new destinations, coming together at family mealtimes, attending a marriage breakfast, or opening/breaking a fast.
This relationship continues to flourish through the ‘experience economy’ and is arguably as important as ever. We know that place identity must be authentic and cut through to the needs and desires of our customers, which means listening and evolving with them. We are seeing continued and growing trends which intersect between places and food, including: the need for more spaces to connect over – for friendship and dating locations, alcohol-free locations, and even foraging. Wellness is of course still a major priority, especially in workplaces, but with interesting twists like edible plant walls and plant soundscapes, or superfood shots in reception, to kick start the day. Food halls also continue to dominate, changing with the way customers like to consume their food – in more relaxed settings, supporting independent businesses, and with options for everyone. They are often hubs for other enterprises and events, creating a micro-mixed-use environment. The newly opened Battersea Power Station’s Arcade Food Hall & Bar is one of the latest in London, with many others across the country, including Cargo in Bristol and Escape to Freight Island in Manchester.
The experience economy
Much like the dynamism of food halls, our destinations are increasingly becoming key community pillars for social support. We have seen the likes of supermarkets step up as an increasingly vital social hub for community activities, like talking shops and coffee mornings. We expect this is just the start, as we ask “what’s next?” for not only transitional and underused spaces, but even core locations. At Savills, we’re a key supporter of The Big Lunch, bringing people together for a meal, with the ultimate aim of reducing loneliness. Here lies an exciting opportunity for conscious integration with our communities – after all, loyalty is a two-way street and social impact projects are not only an important endeavour but are commercially viable too. Food and place may have always been intertwined but the likelihood is they will only become more dependent on each other over time. Not least because the social and environmental implications for both are often reliant on one another and have the potential to propel innovation. We expect this relationship to hit some hurdles along the way but ultimately be a long and prosperous one.
Destination places
Food & place:
our greatest love story
