The food industry is predominantly ruled by large industrial production. At the same time, consumers are increasingly concerned with health, sustainability and the origin of what they're eating. These increasingly food savvy consumers are rejecting mass-market product lines, and returning to unrefined ingredients and traditional production methods. As a result, many retailers are upgrading their food and beverage options to be more mindful of this increased awareness.
For instance, UK supermarket chain Waitrose recently opened its first farm shop on the grounds of its farm estate in Hampshire.
The Farm Shop sells their own produce grown on their 4,000-acre working farm and organic foods from local suppliers, including fresh meats and cheeses, bread, chutneys and a selection of wine. The shop will also open a coffee shop serving fresh food and drinks.
"The new shop can showcase not just the food produced on the estate, but allow outstanding local and regional food producers to flourish,” said Iain Dalton, head of the Leckford Estate.
Waitrose also demonstrated its commitment to sustainable food when it started an isle selling “imperfect foods,” selling from apples to tomatoes with holes or curious bumps.
Also, grocery stores are increasingly eliminating excess packaging and stripping down to the product, allowing shoppers to make less wasteful purchasing decisions.
Health food store Germina, in Mexico, was inspired by traditional Mexican market stalls, and offers seeds, grain and cereals by weight. The entire space and branding is centered on bringing together this traditional shopping method while making it as simple and modern as possible. Extremely practical, using basic packaging made from recycled materials, all customizable, emphasizing the product’s name, weight and price, thus following the rituals from the habitual market shopping experience,’ explains the studio.
As a reaction on the growing urban farming trend Lifestyle magazine Modern Farmer focusses on global food production and contemporary farming technologies, offering practical advice and investigative features, alongside lifestyle and travel articles.
It will have a luxe feel, featuring strong photography and hand-drawn illustrations, and published on heavy matt paper. The magazine will be stocked at US organic supermarket Whole Foods as well as US agricultural store Tractor Supply.
“People are craving a closer relationship to the source of their food,” founder and editor-in-chief Ann Marie Gardner told US newspaper The Wall Street Journal. "We're talking about how that food got to your plate, not necessarily how to cook it." Among the magazine’s first features: a report on China’s growing organic farming scene; an investigation into an epidemic killing Florida orange trees; and a piece on how to choose the best domestic chicken for your personal livestock.