[13 June/Otago Daily Times]

The 2020s are likely to be a decade where health and wellness dominates the food system, driving change across the entire supply chain. This was the predominant message from Emma Wheeler, Senior Manager at KPMG, in KPMG’s Agribusiness Agenda which was released this week. Ms Wheeler reported how increasingly consumers are turning to food as medicine for a long term health solution and put part of this down to agri-technology as well as consumer education. This trend is driving change across the industry, as all sorts of businesses are being attracted to health and wellness opportunities in the market. For agri-food companies, this means a shift away from commodity models where producers decide what to produce and what would be offered, towards the creation of highly specialised and enabled food that was designed with specific nutritional profiles to please consumers.