Food: Business, Movement, or Both? WB Rosenzweig
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Transcript of Food: Business, Movement, or Both? WB Rosenzweig
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Food: Business? Movement? Or Both?
Citizen-Centered Innovation and Food
William Rosenzweig Physic Ventures
San Francisco, California
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Waves of food innovation 1950-60’s
Age of processing and cheap calories
1970’s-80’s
Rise of convenience
1990’s-00’s
Natural meets gourmet ; goes mainstream
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Food is connected to everything
Sustainability
energy
economy
climate
health
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Lots of promising tech solutions
• Biotechnologies – Plant and animal breeding – Enhancement of inputs
• Information Technologies – Prediction, tracking, traceability, efficiency
• Appropriate Technologies – Irrigation, solar, organic, resource management
• Elimination of Waste
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the real problem is US
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Sustainers NOT Consumers
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Corporate Social Responsibility Branding Survey, Penn, Schoen & Berland, with Burson-Marsteller and Landor, 2010.
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Food is everything to everybody
Nutritional Political Cultural
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food as medicine
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Chief health officer
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and is different from everything else
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food is increasingly digital
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Digital is increasingly social
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I am an optimist*
*most of the time
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Riding an innovation wave
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Social Entrepreneurship
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20
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Investing in Keeping People Healthy
Consumer-Health, Well-being and Sustainable Living
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Sustainable Living Well-‐being Consumer Health
Theme / Sector Energy Materials Water Ag / Food/ NutriAon
Consumer Brands and Services
Personalized Health
Connected Health
PrevenAon
PersonalizaAon
Performance
Transparency
Efficiency
ConnecAvity
Physic investment scope
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Physic investment themes
• Prevention • Personalization • Performance • Participation • Transparency • Efficiency • Connectivity
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Obstacles to venturing in food
• Slow adoption rates • Lack of seasoned entrepreneurs • Entrenched distribution systems • Regulatory uncertainty and hurdles • Investment ecosystem is immature
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The next wave of food innovation
2010’s-20’s
Citizen-Centered: Driven by digital and social media
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A world of mobile apps
200,000,000
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What’s rolling the wave?
• DreamIt • Lionite
• Austin Technology Incubator • Slingshot Labs • 140Labs
• fbFund • NextStart • Capital Factory
• Boom • Excelerate • Advanced Biotech Incubator • Ventura Ventures Tech Center • Venture Creations • i/o Ventures • The Summit • AngelPad • 500 Start-ups • Year-one Labs • LaunchBox
• RockHealth • BluePrint Health • Founders’ Den • ER Accelerator • Hatch Labs
2007
2008
2009
2010 2011
Incubators, angels, and newly- liquid facebook millionaires
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Next wave innovation clusters
• Empowering citizens • Empowering communities • Empowering producers • Disrupting distribution channels
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Empowering Producers
Producer education
Producer value enhancement
Empowering Communities
Health and disease
Social, technological
Local
Empowering Citizens
Direct influence Focus on corporate
accountability
Legislative and policy modification
Disrupting Distribution Channels
Consumer access points
Upstream on value
chain
Guiding Personalization and Discovery
Deals and purchasing
Discovery
Home cooking
Transparency
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Guiding Personalization and Discovery
Any Leaf Aisle 411
Neighborhood Fruit
Foodzie Locavore
Foodily
Empowering Producers
Small Farmers Program (OSU)
The Greenhorns
Intuit SMS solution
State-based land banks
Slow Money Finance for Food
Land Link
Empowering Communities
Nutristyle Diabeticconnect
Caring.com
Foodspotting
Plate and Pitchfork Ghetto Gourmet
Truck Farm Rooftop Farms
Food Corps The Windowfarms
Project
Empowering Citizens
Meal Snap Yottamark
Food Sprout Food Tree
Caloricious LoseIt
Monterey Bay Aquarium CleanFish
FarmtoSchool.org Jamie Oliver Food
Revolution Let’s Move
Chefs Move to Schools
Disrupting Distribution Channels
Revolution Foods Local Dirt Local Orbit
Foodoro Gotham Greens Local Harvest
Food Hub
Transparency Good Guide
Shopwell
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Transparency: GoodGuide
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Health, environment, social ratings
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Nutrition education
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Digital calorie counting
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Quantified self: Lose it
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Food system mapping
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Menu personalization
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Patient support communities
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Empowering producers
Intuit: SMS Connect
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Distribution disintermediation
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Urban community agriculture
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Transforming access: Foodhub
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Empowering community
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Childhood obesity and schools
Childhood Obesity Prevention, 2010, State Legislation Report, American Academy of Pediatrics, available at http://aap.org/advocacy/statelegrpt.pdf
State Laws since 2003: School Nutrition
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Transforming the system of supply
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Crisis = Danger + Opportunity
• Pressing problems • Passionate protagonists • Big markets: local and global • Disruptive, scalable technology platforms
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thank
you
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