NextGenerationFood 2016 - das "next-big-thing" der Food-Branche

Von Max Thinius, 16.11.16

Zum vierten Mal Klassentreffen der Food-Branche in Berlin. Gemeinsam mit dem bevh und dem FORUM Lebensmittel im bevh. Klassentreffen? Eher muss man inzwischen sagen, es ist eine Übersicht über die “next-big-things” im Food-Segment. 

Denn so nah war die Zukunft noch nie. Instore-Farming, Roof-Top-Farming, Insekten-Burger, aber auch neue Erkenntnisse über Zielgruppen die komplett anders reagieren als bisher vermutet. Integrative Kommunikationstechnologien in Kochgeräten, die Rezepte vorschlagen und automatisiert bestellen. Neue Logistik-Lösungen bis in die Kühlschränke und Vorratsschränke der Konsumenten und das alles im größten Markt der Welt.

Die Zukunft ist heute!

Und all diese Neuerungen sind nicht in der Zukunft “irgendwann mal vielleicht” möglich, sondern sie funktionieren “heute” - ja: heute!!! Die Entwicklung ist hier so weit, dass alle diese Projekte laufen. Jetzt. Entweder schon perfekt und werden gerade skaliert oder sie sind wenigstens so seriennah, dass sie in ersten Serientests sind. Ja richtig, hier kommt etwas in Schwung. Und das ist nicht einfach irgendeine Nische, sondern der größte Markt der Welt.

Und wie groß ist der größte Markt? Fangen wir mal beim globalen Software-Markt an: der ist 400 Milliarden Dollar schwer. Das ist viel. Aber alleine der Seafood-Markt ist derzeit genauso groß. Beim globalen E-Commerce-Markt kommen wir bereits bei 1,6 Billiarden Dollar an. Und nun der weltweite Food-Markt: 4,6 Billiarden Dollar!

Was passiert wenn der größte Markt der Welt zunehmend digital wird.

Was passiert wenn dieser Markt zunehmend digital wird, vernetzt und integriert, ist immens. Der Handel mit Lebensmitteln war schon immer zentraler Teil von Gesellschaften. Überall auf der Welt. Um Lebensmittel zu tauschen haben sich die ersten Dorfgemeinschaften zusammen gefunden. Auch heute richtet sich der Online-Handel an den Bedürfnissen der Gesellschaft aus. Mit der industriellen Revolution wanderten die Menschen von der Heim- in die Fabrikarbeit. Es brauchte Tante-Emma. Später brauchte es Supermärkte und Discounter um dem schnell wachsenden Bedarf an Lebensmitteln nachkommen zu können. Der Lebensmittelhandel passt sich immer an und ist ein zentraler Teil der Gesellschaft. Heute gibt es die digitale Revolution und der Lebensmittelhandel wird sich auch hier wieder anpassen und die neuen Möglichkeiten der Gesellschaft fördern und unterstützen. Ein Großteil der 4,6 Billiarden Dollar online.

Das Thema im Sinne von Disruption behandelt.

Auf der NextGenerationFood 2016 wurde also nicht nur über Lebensmittel gesprochen, sondern auch über die Zukunft unserer Gesellschaft. Dabei wurden hier schnelle und disruptive Start-ups in einer Reihe mit den großen Industriemarken der Branche nebeneinander vorgestellt und haben diskutiert. Das ist auch notwendig. Denn aus diesem Miteinander erwächst erst die besondere Fruchtbarkeit dieses Kongresses. Was hier besprochen wird ist bahnbrechend.

Der Online-Handel mit Lebensmitteln ist auf dem Sprung - dem Hochsprung!

Vielfach wird ja immer wieder gemunkelt: der Online-Handel mit Lebensmitteln in Deutschland ist ja so klein. Das wird nie was. Kolportiert von den gewohnten Handelsketten die sich schon heute als Sieger des Wettbewerbs mit dem Internet sehen. Klar, auch die Bereiche Mode, Technik, Bücher haben genauso gegen Vorurteile angekämpft. Dabei ist inzwischen schon so viel passiert: Heute steht das Thema Lebensmittel Online an der Top-Stelle. 37% der Blog-Nachrichten sind dem Thema Food gewidmet. Das ist “vor” Fashion (21%), Technik (16%), Kultur/Lifestyle (14%) und ja, auch vor “Sex”.

Auf der NextGenerationFood waren dieses Jahr wieder die wesentlichen Treiber der Gesellschaft versammelt. Das ist inzwischen weit mehr als ein Klassentreffen. Mit dem bevh und dem FORUM Lebensmittel sind wir tief in diese Diskussion integriert und laden Sie ein mitzumachen.

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