I am a food futurologist and under that banner I get to talk about food in all different contexts and capacities (I don’t make tubes of food for space ships, or invent new substances like edible lycra – although I’d quite like to and I’m open to offers…).
Food is a complex topic (and it is also just dinner) and involves society, behaviour, geo-politics, culture, beliefs, history, trends, fads, art, marketing, sensorial perceptions, biology and, well, almost everything. On this site you’ll see a variety of ways in which these elements inform different aspects of my work. I am passionate about what I do because of how food affects us all on a daily basis. I’m lucky to have a small team of wonderful assitants who help me research, scour, interview, present, deliver and create graphics beyond my capability.
I apply modern scientific research to history, nature and global cultural theory, branding, marketing and consumer behaviour and help ad agencies, PR companies and brands with new brand extensions/NPD, future gazing and trend reports. Amongst other things, this also involves public and private lectures/seminars, keynote speaking, academic research and publications, journalistic insights into food trends and helping established companies to revieve their food brands.
In short, as a Food Futurologist, I explore all the facets of food; future food trends, why we eat what we eat, believe what we believe and what the future of food looks like. Grub up.
And just so you know, I am terrible at following recipes, I don’t watch cooking shows and I am not the world’s best cook, in fact, I am very average.