Mike Lee is a food futurist who spends his days thinking about the grocery store of tomorrow. It is not just about shopping (in-store, online, delivered by driver, drone or bot), but also what's on the shelves. To make it more real, he created a trade show-ready, pop-up store—with companion website—called The Future Market to demo products, displays and test customer experience. Customers begin by answering a series of questions (e.g, "Are you looking for products that reduce global warming or reduce weight?") to prep an algorithm to pre-select choices. "The way to navigate a wealth of information is through customization," says Lee. Or, if you're like me and you have come to loathe the many incremental options in the orange juice aisle, you simply turn on blinders and never ever consider anything but what you once discovered as good. Too much choice = no choice.
Of course, Trader Joe's has figured a work-around. They have seen me coming and know I will try almost anything with the word "medley" on the package. I like my food musical and the choice in literally contained in whatever it is. Yes, please!
Lee's genius is in prototyping products just this side of plausible that deftly braid the values of "people, profit and planet." For example, "Aqua Cull: Killer Fish Sticks" made from invasive species, "Trim Snack" made from food scraps and "Alga Marine" seaweed pasta. My favorite may be "Three Sisters Polenta," which supports and raises awareness about polyculture agriculture. It's made from the "three sisters": corn, squash and beans. (Big hat tip to NEO.Life - fabulous blog / newsletter.)
Of course, Trader Joe's has figured a work-around. They have seen me coming and know I will try almost anything with the word "medley" on the package. I like my food musical and the choice in literally contained in whatever it is. Yes, please!
Lee's genius is in prototyping products just this side of plausible that deftly braid the values of "people, profit and planet." For example, "Aqua Cull: Killer Fish Sticks" made from invasive species, "Trim Snack" made from food scraps and "Alga Marine" seaweed pasta. My favorite may be "Three Sisters Polenta," which supports and raises awareness about polyculture agriculture. It's made from the "three sisters": corn, squash and beans. (Big hat tip to NEO.Life - fabulous blog / newsletter.)
