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Sustainability-Driven Product Development
Whether it is motivated by regenerative agriculture, upcycled ingredients, or plant-based foods,
products whose values center around sustainability are trending, says Trendspotter Reem Assil,
chef/owner of Reem's California. Consumers, especially Gen Zs, are values-oriented shoppers,
meaning they emphasize the importance of a company's values in purchasing decisions,
according to SFA's State of the Specialty Food Industry report, 2019-2020 edition. Upcycled
products, those made with ingredients that would have otherwise been discarded, are
becoming more prevalent. Recent products to market have included tea made from
discarded avocado leaves, frozen pizzas made with toppings from vegetable scraps,
and whey beverages made from a waste product from the cheese-making process.
Another emerging related trend: Biodynamically farmed products. Trendspotter
Wendy Robinson, buyer at Market Hall Foods, expects we'll see more of this style
of farming practice that helps sustain the biodiversity and health of the land.
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