food trends of today and tomorrow - food leaders summit

| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM

Food Trends of Today & Tomorrow John W. Roulac

Founder & CEO, Nutiva

…SINCE 1999

61% Annual Growth Since 2004

Nutiva Gives Back 1%

100s of Organizations Funded

GMO Inside Rodale Institute EcoFarm Common

Vision

With a Goal of $20 Million by 2020

Over $3 Million Donated to:Sustainable

Farming

Food & Environmental

Activism

Trees & Gardens

Healthy Communities

Power of Millennials

Food Trends GMO’s

Soil & Ocean Health

The Rise of The Millennials

hansondodge.com

Connecting with Millennials

80 million Millennials*

$200 billion in annual buying

power*

Brands = problem or solution to

global issues

Millennials want

authenticity

*according to Forbes

90% of Americans likely to trust brands that back social causes

| APRIL 27-29, 2015 | WESTIN CHICAGO RIVER NORTH | THEFOODLEADERSSUMMIT.COM*Cone Communications 2013

Purposeful Storytelling Adds Value in:

Drives Company Growth

Consumer Purchasing Preference

Millennial Employee Productivity

Creating Culture

US Organic food sales to exceed 45 billion in 2015 *

*United States Organic Foods Market Forecast & Opportunities 2020 by Research & Markets 2015

$32.3B2013

$35B2014

$45B2015

Divergence Between Supply & Demand of Organics in the US

Food Sales

Organic Food SalesNon-organic food sales

Organic US Acreage

Organic AcresNon-organic Acres

How do we monetize conventional farmers for

using regenerative practices?

Generation Rx

1 in 13has food allergies

1 in 68US children has autism

1 In 13has asthma

1 in 3 has allergies, asthma,

ADHD or autism

Parenthood has changed.

Cancer is the leading cause of death by disease in American children.

Consumers are increasingly seeking products free from:

High-fructose corn syrup

Preservatives

Gluten

Antibiotics

Monsanto Roundup® spray

Azodicarbonamide (the “yoga mat” chemical—a food additive used as a flour bleaching agent)

CAFO (confined animal feedlot operations)

Brands are Responding by Removing:

BHT from cereals

Artificial ingredients from chocolate

GMO lecithin, GMO sugar, & artificial flavors from chocolate

GMO oils from buttery spreads

Antibiotics from chicken

Sales & Stock Price Drops for Large CPG Brands

*GMOs are causing market share loss.

Soup Cooking up Organic SKUs

Large Omega-3 Market

4 out of 10 consumers

are looking for an alternative

to fish oil

Misunderstood Crop

Organic Hemp is nature’s

ideal balance of omega-3 & omega-6 fatty

Hemp: America’s Next Homegrown Superfood

What do US consumers think about GMOs?

Avoiding/Reducing GMOs

GMOs should be banned

Want GMO labeling

40% 47%

Consumer Thoughts on GMOs

Source: The Hartman Group & the Natural Marketing Institute

Consumer purchasing behavior53% of consumers reported they used a non-GMO product in past year

Source: Natural Marketing Institute

Why do consumers saythey are concerned about GMOs?

Mistrust of GMO

companies

lack of transparency

unfair business practices

mistreat small farmers

Environmental impacts 53%

Personal health 61%

But… limited understanding!

Source: The Hartman Group & the Natural Marketing Institute

October 2011 NGO report

revealed

Kashi's GoLean cereal

contained 100% GMO

Facebook & social media

disaster

2011 sales were $650M & growing

2014 sales will be in the low $400M range

30% sales decrease

GoLean cereals now non-GMO

What is Synthetic Biology?

“Extreme” genetic engineering

Artificially constructing genetic material – DNA

Create entirely new forms of life

Scientific Articles

Roundup® a 'probable carcinogen’ per WHO reportLinking Monsanto’s herbicide to lymphoma and lung cancer

New Studies Indicate Increasing Concerns

Goats Fed GM Soybean Produce Abnormal Milk,

Reduces Weight of Off-Spring

Glyphosate herbicide induces genotoxic effect & physiological

disturbances in Bulinus truncatus snails

Endocrine disruption & cytotoxicity of glyphosate & Roundup® in

human JAR cells in vitroInstitute of Science in Society Pesticide Biochemistry & Physiology, Integrative Phamacology, Toxicology & Genotoxicology

Health & Safety

Glyphosate/RoundUp®

Found in human &

animal urine, animal tissues –

contradicts regulatory

assumptions & industry

assuances

Antimicrobial effect on

animals’ gut flora.

Linked to birth defects in

rabbits & rats – evidence

contradicts regulatory

conclusions.

Evidence of endocrine

disruption in rat testicular cells.

RoundUp® found to be 125

times more toxic than

glyphosate – contradicts regulatory

assumptions & industry

assurances

Glyphosate residues in animal feed linked to low

trace minerals in cattle body

tissues

RoundUp® & Manganese (Mn) Deficiency Linkage ?

*Surgical Neurology International - Glyphosate, pathways to modern diseases III: Manganese, neurological diseases, and associated pathologies

Personal Health Impacts

High Importance to

Consumers

No evidence of short-term health impacts of consuming GMOs.

“U.S. FDA, the AMA, WHO, Health Canada, the USDA & the National Academy of Sciences, have found

genetically modified food ingredients are safe & there are no negative health

effects associated with their use.”

Facts about GMOs website (food industry aligned)

Consumers are Not Convinced

61% are concerned about GMO impact on personal health

Consumers ask:

What does ‘safe’ mean?

National Academy of Sciences

“To date, no adverse health effects attributed to genetic

engineering have been documented in the human

population.”

“Whether genetic engineering per se affects the likelihood of

unintentionally introducing undesired compositional changes in food is not fully understood.“

“There remain sizeable gaps in our ability to identify compositional changes that result from genetic modification of organisms intended for food; to determine the biological relevance of

such changes to human health; & to devise appropriate scientific methods to predict &

assess unintended adverse effects on human health”

“Given the possibility that food with unintended changes may enter the marketplace despite premarket safety mechanisms,

postmarket surveillance of exposures & effects is needed.”

FDA’s approval

“Based on the information Monsanto has presented, we have no further questions concerning corn containing transformation events MON 802, 805, 830, 831 & 832 at this time. However, as you are aware, it is Monsanto's responsibility to ensure that foods marketed by the firm are safe.”

Monsanto says…

“The Food & Drug Administration (FDA) is responsible for the safety & appropriate labeling of food & feed products grown from GM crops.”

Dr. Rattan Lal, Esteemed Soil Scientist

“A mere 2% increase in

the carbon content of the

planet’s soils could offset

100% of all greenhouse

gas emissions going into

the atmosphere.”

3 Carbon Sink Drivers

Atmosphere

Oceans Humus-sphere

5 Principles of Soil Health from Natural Resources Conservation Service

Compost & Cover Soil

Plant Cover Crops

Minimize Soil

Disturbance

Maximize Diversity

Integrate Livestock on Land

Carbon Cycle Institute Mission: Reverse global warming by advancing natural, science-based

solutions that remove atmospheric

carbon.

Applying 1/2 inch of compost to range land is

sequestrating 1 ton of carbon per hectare

annually (4 years running)

Scientists expect it to continue for 30 more years.

Acidification is Destroying Sea Life

Terrie Klinger, Professor of Marine Affairs, University of Washington

“We can attribute the problems in the oyster

hatcheries to the increased carbon in the

ocean.”

The Solution Under Our Feet: How Regenerative Organic Agriculture Can Save the Planet

By John W. RoulacPublished January, 2015, by:

Learn more…

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