THEMES FOR 2010

… and the decade ahead … in food and drink. Will it be caution ? No, we want to be confident and don’t want to be left behind. Health ? Definitely, but without sacrificing taste and with the minimum of effort. Functional benefit will be an increasingly important dimension of this. The environment ? For certain. Recognition of the need for change is gathering momentum and new regulations will be a major feature of the next ten years. Convenience ? Yes, along with pleasure and choice. But these will be hard fought over. Few of us want to be told, yet most of us could act more intelligently. Nature will continue to compete with science. We’d like everything to be fresh and local, but are also keen to benefit from technical innovation. Value will be vital. Premium value. Low cost value. Social values. Value and values make consumers feel good about what they consume and will ensure they keep coming back. Will supplies suffice ? Sadly, no, not evenly or fairly. Water has to become better priced, used and shared. All markets need to be kept as free and competitive as possible.