
Market forces are encouraging food processors to ensure security of supply by working more closely with farmers.
Extreme weather, stricter regulations and consumer expectations are seeing food production return to a more system-based approach rather than a reliance on singular inputs – typified by the rise of regenerative agriculture.
The trend means some of the biggest multinational food companies and agricultural businesses are building closer links with farmers – developing shorter supply chains that are more resilient and more reliable.
Open innovation
This approach is known as open innovation. It is built on the premise that organisations can create a bigger pool of ideas and solutions by working together – combining their knowledge and expertise.
In an agricultural context, this often means collaborations between big food processors, smaller firms or start-ups, research organisations and farmer groups – as well as individual growers and livestock producers.
Unilever is using open innovation to develop nutritious, sustainable, and fair food, says James Holmes, the company’s plant science and technology lead. “Our mantra is that ‘if we think we can do it alone, we are not thinking big enough’,” says Mr Holmes.
Launched earlier this year, Unilever’s first UK regenerative agriculture project working with English Mustard Growers – the cooperative of farmers who grow the mustard seeds used in Colman’s products.
The project is trialling regenerative agriculture practices on farms around Norwich and Peterborough over four-years – including growers who have supplied Colman’s products for more than 200 years.
“The diversity of crops, production systems and geographical spread requires an open and collaborative approach to developing and implementing innovation with expert and local partners,” says Mr Holmes.
Start-up creates new market for combinable crops
A new market could be created for combinable crops by a start-up company roasting grains and pulses to make “coffee without the bean”.
Founded in 2023, Morrow is crafting coffee using ingredients like fruit pips, peels and locally grown crops – including barley and beans – sourced from regenerative farms.
“It smells, tastes, and feels like coffee as we replicate the aroma and flavour of a traditional brew,” says Morrow co-founder Anna Sophie Deetjen.
Working with maltsters, growers, and distributors, Morrow aims to meet increasing demand for sustainable, locally sourced coffee alternatives, she adds.
Some 3 billion cups of coffee are consumed daily. But growers in the equatorial ‘coffee belt’ are struggling to meet demand due to soaring costs and climate change.
Morrow is in the final stages of product development and is planning to launch across coffee shops, food service, and direct-to-consumer channels early year.
It is also developing naturally caffeine-free products and exploring instant coffee blends for future release.
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