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The historic Jewelers Building provided the perfect setting for an evening of thought-provoking discussions on key trends and expectations for 2025. Graciously hosted by Clayco, the event brought together industry leaders for an engaging panel discussion, fostering insightful exchanges and fresh perspectives.  

Building on the themes our members referenced we set at the beginning of the year, our expert panelists not only reaffirmed these emerging trends, but also enriched the conversation with their valuable experiences. 

Exploring the Future: The 2025 ADM Global Trends Framework 

The discussion launched with the 2025 ADM Global Trends Framework, serving as an excellent conversation starter. Liz Mohr, ADM’s Global Market & Consumer Insights Director, led the audience through the company’s perspective on evolving consumer expectations, for the year ahead and beyond. 

The New Value Equation: Changing Consumer Priorities 

A key theme that resonated throughout the discussion was the concept of New Value Equation. Liz Mohr and David Henkes, Senior Principal and Head of Strategic Partnerships at Technomic, examined the impact of rising consumer prices on purchasing behavior. Consumers seem to pick and choose and decide what is worth their money. 

David Henkes highlighted research that shows consumers are not simply opting for cheaper restaurants. In fact, some fast-food chains struggle, while some who can serve that something extra that customers are looking for, are doing great. Chili’s is an example of a thriving business. 

For Farmers Fridge, a company with over 1,700 fresh food dispensers, costs and value are inseparable. Sarah Rigsbee, Farmers Fridge’s CFO, explained the company’s vision: if consumers are asked to pay more, they’ll also have additional benefits, such as the company’s high-protein bowl. 

Navigating Supply Chain Challenges 

The conversation also touched on the supply chain resilience amid rising costs. Scott Rahn, Sr. VP, Market Leader Consumer Products & Supply Chain at Clayco acknowledged that the impact of recently announced tariffs is already being felt in ongoing projects. Clayco is responding by leveraging diversification strategies to mitigate risks. 

From a legal perspective, Delacy Peters Jr., Attorney, predicted an increase in litigation surrounding supply chain disruptions, raising questions of accountability and financial responsibility. 

The Evolution of Healthy Eating 

The definition of healthy eating continues to evolve, and consumers interpret it in vastly different ways. Liz Mohr emphasized that for some, health is synonymous with natural foods, while others choose a more technical aspect, incorporating supplements into their diets. Farmers Fridge aims to be at the forefront of the healthy eating trend, seamlessly combining nutrition with convenience. Their approach ensures that a fresh, nutritious meal – like a ready-to-go-salad- fits effortlessly with consumers’ fast-paced lifestyles. 

Asked about how to navigate the ultra-processed food (UPF) discussion as consumer demands for high protein and high fiber emerge, Liz Mohr recognizes the dichotomy consumers face: the wish to eat natural, and simultaneously including nutritious components in food, that can only be done through processing. The increase of the use of GLP-1 medication brings along another element of revisiting food nutrition.  

Sustainability and Climate Action 

Despite potential shifts in federal sustainability policies, Scott Rahn pointed out that S&P500 food and beverage companies remain committed to their decarbonization programs. The world is changing, and businesses need to change along with that. 

For restaurants, sustainability efforts are closely linked to cost reduction. David Henkes noted that energy, water and process efficiencies are the primary drivers behind sustainability initiatives. Some companies, like Sweetgreen and Chipotle have successfully built their brand around sustainability. Nonetheless, for most restaurants, the efforts of cost reduction are here to stay, according to Henkes. 

2025 is Officially Underway!

With this dynamic event, CFBN has officially kicked off 2025, ready for many more exciting panel discussions, networking and exchanging experiences. 

We will continue to explore these trends in-depth throughout the year – stay tuned for more articles diving into the evolving food and beverage landscape. 

 Last week, industry experts in HR, recruiting and food manufacturing/ distribution shared their insights on the employment market and hiring trends. Here are the key take aways from our lunchtime webinar.  

Hiring Trends & Challenges

The job market has eased since the pandemic, but hiring remains competitive, especially in food manufacturing and distribution as other industries recover. Pat Greco, President of G Ninety Family Partners, noted the increasing difficulty of finding skilled workers, particularly in finances and controller roles. Carl Guastaferro, Senior Talent Acquisition Business Partner at McCormick & Co., highlighted the fast-paced nature of hiring, with top candidates staying on the market for only a short time, leading to fast moving hiring managers. 

Inflation and rising supply chain costs affect hiring and staffing as well: ‘increased costs, ‘take away money that could have also been put into hiring, as emphasized by Greco. James Cracknell, Head of Recruitment at The Sterling Choice pointed out that these times of inflation lead to differences in open positions; private label and branded businesses in healthy snacking are scaling up positions. 

To attract talent, companies must consider the full experience of the candidate journey, in which salary might not always be the deciding factor. Guastaferro echoed this, emphasizing factors such as company culture, career growth, and if a team is active on a global scale. From a manufacturing perspective, R.J. Parrilli, CEO of Midway Staffing stressed treating temporary staff like permanent employees in order to make them feel as part of the team and create a culture and feeling of involvement. 

It is no surprise that Artificial Intelligence plays a part in recruiting by creating efficiency in administrative tasks and speeding up processes. However, it will never fully replace the ‘human touch’ as is acknowledged by all panelists. 

Jobseeker Strategies for Success 

Cracknell advised candidates to highlight achievements on their resumes, rather than merely responsibilities. Guastaferro recommended leveraging networks and making a list of preferred companies. Having the right certifications, diploma’s and being prepared to respond to work history checks was added to list with tips by Parrilli. Also, he reminded the audience that food industry manufacturing typically involves weekend shifts and overtime, something to be aware of before applying 

For those transitioning from startups to large CPG firms, demonstrating coachability and soft skills is crucial. Hiring decisions weigh personal experience for 50% and the other half is people skills. Startup applicants should also showcase the all-hands-on-deck mentality that is part of the startup culture. 

When talking AI from the jobseekers perspective, the speakers acknowledge this tool can help to professionalize resumes and it is in theory a powerful tool to use. Nonetheless, as Guastaferro summed it up: AI won’t help you during a phone screening. Therefore, candidates should not use it to embellish abilities, experience or profile. 

Final Thought 

As a final remark during the webinar, Parrilli introduced us to Patrick Lencioni, who writes about organizational health. Parrilli advised: “Don't neglect the 'healthy' side of the organization (and ensure that there's) no confusion, no politics, high productivity, high morale because that leads to low turnover." Every business is a people business and creating a positive environment and holding on to your employees is a good practice for us all.

In case you missed something or want to watch the webinar again, please find it here.

Want to know more about hiring and staffing? Read the blogs from The Sterling Choice on trends. 

With the emerging digitization of the food manufacturing industry, it also faces a growing and often overlooked threat: cybersecurity attacks. A single breach can have devastating consequences – not just for businesses, but for entire supply chains. And a single cyberattack can potentially disrupt food production and distribution on a considerable scale. 

You might be surprised to learn that food manufacturing ranked 7^th among the 10 most targeted industries for cyberattacks, with over 160 reported cyberattacks in 2023 alone. Organizations like the Food and Agriculture-Information Sharing and Analysis Center (Food and Ag-ISAC) actively report these incidents, shedding light on who the attackers are and how they operate. 

What makes the Food Industry so Vulnerable? 

Food manufacturing relies heavily on industrial control systems (ICS) – many of which run on outdated software that simply isn’t built to resist modern cyber threats. Back in 2019, the Food Protection and Defense warned that these aging systems make the sector an easy target for hackers. 

Other risks that are typical to the food and beverage industry are that companies often operate on tight margins and produce perishable goods. Not only does this mean that food companies may not have the most up-to-date systems, but also putting businesses under immense pressure to resolve cyberattacks quickly – often by paying ransom to cybercriminals just to keep operations running. 

Impact of cyberattacks 

Examples of cyberattacks in food manufacturing over the years give a shocking sense of the consequences: plant shutdowns, distribution delays, financial losses and even risks to food safety.  

Join the Conversation 

So, how can food and beverage manufacturers protect their business, products, and workers from these threats? That’s exactly what we’ll be discussing at the upcoming CFBN event March 27. Join us as industry experts break down the risks, and even more importantly, the solutions. Sign up here. 

Ag tech and food tech are transforming the way we grow, produce, and consume food. With innovations ranging from AI-powered farming to precision fermentation, these technologies are addressing major environmental, economic, and societal challenges in the food supply chain.

Let’s take a look at some of the trends that have been emerging in recent years. 

Precision fermentation and Biomanufacturing 

Precision fermentation and biomanufacturing are revolutionizing food processing, particularly in dairy and meat alternatives. By using microorganisms to produce proteins and other key ingredients, these innovations significantly reduce the carbon footprint of traditional animal agriculture. Want to know more about this, read what experts had to say about this during our panel discussion in November 2024: https://chicagolandfood.org/sys/website/system-pages/?pageId=18010 . 

The Evolution of Ag Tech

Ag Tech is not new – concepts like Smart Farming and Precision Farming have been around for years. Farmers have long used data-driven systems like and GIS to optimize efficiency, reducing fertilizer and pesticide use, and increase yields. In 2019, the USDA reported that 40% of U.S. farms and ranchland acreage used GPS applications. 

The data driven trend continues to grow, as shown by the recent announcement of agricultural machinery manufacturer, John Deere, starting a collaboration with several startups to advance technology of their products. These companies bring expertise in AI and space technology and are developing solutions such as 3D earth mapping and worksite automation to enhance safety and productivity. 

AI and Robotics in Agriculture and Food Production 

When talking about technological innovations, it is impossible not to mention AI and robotics. AI and robotics are playing an increasingly important role across the food supply chain. From sorting and grading crops to autonomous seeding and weeding, AI-driven automation is improving efficiency. Food manufacturers are also leveraging AI to optimize supply chains, ensuring fresher products and reduced waste.  

A Glimpse into the Future: Oishii’s Smart Farming 

For Example, Oishii, a company known for its premium vertically farmed strawberries, possibly incorporates many facets of ag tech and food tech. Using AI and robotics in controlled environments, Oishii produces berries that are pesticide free, with enhanced flavor, redefining what’s possible in modern farming. 

Is 2025 the Year We “Cross the Chasm”? 

While many of these technologies – AI, robotics, precision farming, precision fermentation – have been around for years, their applications in agriculture and food production continue to expand and evolve. As these technologies gain acceptance, is 2025 the year when things will really begin to change? It will be important to watch this continually evolving space.

Want to know more? 

World Business Chicago published a Chicago Business Bulletin in May 2023 about Innovation in Chicago’s Food Industry.  https://worldbusinesschicago.com/app/uploads/2023/05/CBB-Issue-11_INNOVATION-IN-CHICAGOS-FOOD-INDUSTRY.pdf?utm_source=chatgpt.com   

The Chicago Council on Global Affairs published a White Paper in April 2024, called Bridging the Gap: Accelerating Technology Adoption for Sustainable Food Production. https://globalaffairs.org/sites/default/files/2024-04/BTG-RT2-April2024.pdf

The start of the year has brought renewed focus to the ongoing debate about healthy eating and specifically, the role of ultra-processed foods (UPF). As this discussion gains momentum, let’s break down what UPFs are and the key components behind the debate.

What are Ultra-processed foods? 

The NOVA Food Classification system, developed by Carlos Augusto Monteiro in 2010, is a commonly used framework to classify food based on their level of processing:

-              Group 1: unprocessed (or natural parts) and minimally processed foods. Includes fresh fruits, vegetables, meat, dairy, and eggs. 

-              Group 2: processed culinary ingredients derived from group 1 foods; prepared, seasoned and cooked. Examples are vegetable oils, butter, sugar, salt. 

-              Group 3: processed foods, which involve adding ingredients like sugar, salt or oil to group 1 foods to enhance the taste or extend shelf life. One could think of canned vegetables, salted nuts, fruits preserved in syrup. 

-              Group 4: ultra-processed foods, defined as “formulations or ingredients, mostly of exclusive industrial use, made by a series of industrial processes, many requiring sophisticated equipment and technology”. Products include ready-to-eat meals, packaged snacks, and sweetened beverages. 

Why the debate? 

Ultra-processed foods are popular due to their affordability, accessibility, and convenience. Research shows that in the U.S., more than 50% of daily calorie intake comes from UPFs. Using the NOVA classification, prepared mails, ready-to-heat products and similar convenience products often fall into this category.  

However, critics raise concerns about the nutritional profile of UPFs, which frequently contain higher levels of saturated fat, sodium, and added sugars and lower content of protein, fibers and other micronutrients. One of Monteiro’s main critiques is that UPF’s can encourage overeating, potentially contributing to obesity and other health issues. Studies have also linked higher consumption of UPF’s to increased risks of mortality and chronic diseases. 

But there’s definitely more than one way to look at UPFs. In fact, research shows that some products that classify as UPF are nutrient dense. For example, yogurt with added sugar is a valuable source for calcium and potassium. Similarly, packaged whole grain bread contains valuable nutrients despite being considered a UPF. 

A 2023 study by the USDA Agricultural Research Services (ARS) demonstrated that a healthy diet can be composed with a high amount of UPFs. Using the NOVA classification and the Healthy Eating Index (HEI), the researchers created a dietary pattern where over 80% of calories derived from UPFs -yet it scored 86 out of 100 on the HEI index, indicating a nutritious diet. 

Why does it matter?  

Recent regulatory actions have reignited interests in this topic. For instance, the FDA has announced updates to its guidelines on what constitutes ‘healthy’ foods. Further, the state of California has issued an executive order to investigate UPFs further. These developments reflect a growing emphasis on health and nutrition in policy making and public discourse.

At CFBN, we’ve identified health, nutrition and food policies as a key trend shaping 2025. Our aim is to provide updates and insights into this evolving conversation. We’ll explore this topic further, along with other key trends, during our upcoming events and content. 

What do you think? How should industry react to UPFs? 

 

As we step into 2025, here’s CFBN’s take on the key topics and trends poised to shape the food and beverage industry this year. 

Global Supply Chains & Import Tariffs 

What will happen with import tariffs on goods from Canada, Mexico and China – nations that play significant roles in U.S. agricultural trade in both import and export of food and beverages? We will be watching this closely. 

Immigration Policies and Effects on Workforce 

Changes to the immigration rules could reverberate across the food and agricultural workforce, which relies heavily on undocumented immigrant labor. How will these policies influence industry’s capacity to keep up with demand? Will labor challenges further drive the push towards manufacturing automation? 

Beyond Buzzwords: Food Tech and Ag Tech 

Food and ag tech, long-promised disrupters, are finally delivering on their potential. New technologies and approaches are revolutionizing how food is grown, processed, and distributed. Precision fermentation, for example, leverages microorganisms to produce animal proteins like milk and meat without involvement of livestock. These advancements are poised to transform the global food system, addressing critical challenges such as food security, environmental sustainability, and consumer demand for healthier and more ethical food choices.

Generational Transition in Food Manufacturing? 

Family-owned food manufacturers are facing a pivotal moment as baby boomer owners near retirement, often without clear succession plans. This has accelerated efforts to prepare for next-generation leadership within families, or to explore sales of businesses to larger corporations. These transitions present both challenges and opportunities for family businesses, with the potential to redefine the landscape of family-owned businesses and reshape the industry. 

Beyond transitions within family businesses, the broader M&A market is expected to gain momentum this year. We will keep an eye of what deals are going to be on the table.  

Health, Nutrition, and Food Policies

The nomination of Robert F. Kennedy Jr. for the Department of Health and Human Services has sparked discussions around his plans for the food industry. Kennedy’s critiques of ultra-processed foods and large food corporations suggest potential regulatory shifts, but specifics are unclear

Evolving Health Trends 

Healthy foods will be top of mind this year, with the state of California recently announcing measures targeting ultra-processed foods. Meanwhile, the FDA is set to redefine what qualifies as “healthy”. Consumer preferences are also shifting, partly fueled by the growing availability of GLP-1 medicines, which could disrupt the demand for snacks and impact portion sizes, while also creating new opportunities and markets. 

The Sustainability Balancing Act 

Sustainability continues to be a hot topic: how to create a sustainable food chain and how to fairly distribute the costs across the supply chain. Will consumers pay more if it means farmers are rewarded for eco-friendly practices? On a global scale, the U.S. is likely to take a less stringent approach to climate efforts under the new administration, while the EU pushes forward stricter ESG-reporting regulations. 

The Price Pressure Puzzle 

Inflation and pricing woes are top of mind for both consumers and industry stakeholders. Every trend we’ve highlighted – from tariffs to sustainability – has the potential to influence consumer prices. How will businesses navigate these and other pressures while maintaining profitability and consumer satisfaction? 

This is just the beginning of the conversation – we’d love to hear your thoughts. What do you think will be critical in 2025? Share your thoughts and join the discussion! Cheers to a vibrant 2025! 

How is it possible that millions of Americans go hungry while billions of pounds of food go to waste every year? 

According to USDA statistics, in 2023, 13.5 percent of U.S.households experienced food insecurity at some point during the year. Simultaneously, over one-third of all available food went uneaten through loss or waste. ReFED estimates that for 2022, 88.7 million tons of food in the U.S. went unsold or uneaten. These figures highlight a striking paradox: while millions face hunger, vast quantities of nutritious food are wasted.  

This issue is urgent for several reasons, including the basic principle that no one should experience hunger or food insecurity. Additionally, food waste has significant environmental consequences: the production and disposal of unused food squander valuable natural resources such as land, water, energy and labor. The World Resources Institute (WRI) estimates that 25% of global fertilizer use is wasted due to

food loss and waste. Further, an estimated 8-10% of global greenhouse gas emissions come from food loss and food waste.

Faced with these statistics, we are experiencing a global challenge: while more than enough food is grown to feed the world population, it is often in the wrong place and in the

wrong format to help those who need it most. This article seeks to explore a better understanding of the intersection of food insecurity and food waste and explore recommendations of how to solve both challenges together. 

The Dual Crises: Food Insecurity and Food Waste. 

What is Food Insecurity? 

Food insecurity occurs when households lack reliable access to enough nutritious food due to financial or resource constraints. In 2023, 18 million U.S. households, including 7.2 million children – experienced this hardship. 

In Chicagoland alone, one in five households with children faced food insecurity in the first months of 2024. According to the Greater Chicago Food Depository, 35% of households in the region cannot afford the basic cost of living. 

Where does Food go to Waste? 

The Environmental Protection Agency (EPA) reported that in 2019, the U.S. food manufacturing and processing sectors generated 40.1 million tons of food waste.

Going up in the value chain, 66.2 million tons of food waste was generated in the food retail (20%), food service (40%), and households (40%). 

ReFED is a nonprofit working to catalyze the food system toward evidence-based action to stop wasting food, used the latest available data to create this figure. 

Root Causes and Challenges

At the heart of the issue lies a mismatch between supply and demand. Reasons for food loss differ at every step of the supply chain. That is one of the reasons why there is no quick fix for this problem. ReFED created an overview of contributors to loss and waste:  

-              Farm Level: crops may not be harvested due to economic reasons, when the market prices are too low or for quality reasons, when crops are damaged or have cosmetic inadequacies, or due to a lack of labor force for harvest. Once harvested, quality and appearance criteria come and create culling. 

-              Processing stage: edible parts are trimmed from products: peeling of potatoes for fries, for example. Edible parts of foods are taken out of the production process and these byproducts often find their way to animal feed. Manufacturers may have acquired more raw materials than needed for production. 

-              Transportation: losses are created with perishable foods that are not stored under the right conditions. 

-              Retail: quality expectations are a big part of the food waste creation: the cosmetic perfection and freshness of fresh produce or the expired ‘sell by’ dates for example. Overstocked displays are another reason for waste.

-              Food service: the biggest part of food waste is due to plate waste: 70% of the food that is served is not eaten, as reported by ReFED.  

-              Households: reasons are summarized by poor planning and undervaluing of food: buying products in bulk to get a better price, but subsequently not consuming the food. Another reason for food waste at the household level is misunderstanding of expiration date labels, causing some people to throw away food before it is spoiled. 

The COVID-19 pandemic further revealed both the efficiency and fragility of food supply. While food services swiftly pivoted from dine-in to home delivery, meat processing facilities faced closures due to worker illnesses. Such disruptions, whether caused by a global pandemic, natural disasters or cyberattacks, can unintentionally lead to food waste. The 2021 USDA Agri-Food Supply Chain Assessment highlighted the interdependent nature of food systems, noting that even minor disruptions can have outsized effects. In the USDA assessment, one of the identified actions is to: “Strengthen data and market intelligence to enhance USDA’s understanding of supply chains and address disruptions early, reducing impacts on individuals and communities”.  

Besides disruptions in the supply chain, the mismatch between supply and demand is one of the reasons for food losses along the supply chain. ReFED reports that a significant percentage of marketable products are left unharvested as they were “planned surplus for contracts that had already be filled, or because the cost to harvest was greater than the selling price”. To improve this, improving systems of communication about the balance in supply and demand is vital, as well as innovative contract structures that don’t incentivize overproduction and finding alternative destinations for overproduction.

Innovative Solutions Bridging the Gap 

Food Banks and Redistribution Efforts of Nonprofits and government agencies play a critical role in tackling food waste. The EPA’s Sustainable Management of Food program, for example, promotes food redistribution to reduce food waste and feed communities. 

In FY 2024, the Greater Chicago Food Depository rescued enough food to provide 101.4 million meals to 80,000 families. 

Bigger Table: A Supply Chain Solution 

While traditional food banks address immediate needs, they often struggle with handling raw materials or unfinished goods. This is where the innovative approach of Bigger Table excels, serving as a platform across the supply chain. By partnering with manufacturers to repurpose surplus ingredients, Bigger Table produces nutritious, shelf-stable products for food pantries across Chicagoland and Illinois. 

Call to Action: Support Bigger Table’s Mission to Close the Gap.  

At Bigger Table, we’re tackling two critical challenges – food insecurity and food waste – by transforming surplus into solutions. But we can’t do it alone. Visit BiggerTable.org to learn more, partner with us, and donate today. Every contribution makes a difference. 

Here’s how you can contribute by participating in our upcoming events:  

-              Join our Bigger Table Volunteer Event December 13! Get involved to support the nonprofit in your community with Bigger Table smoothies.  

-              Culinary January: Indulge in an unforgettable culinary adventure while raising funds for Bigger Table. Mark your calendar January 15, for an unforgettable experience at Maman Zari. 

Sources and more information 

USDA Economic Research Service – Food Security Status of U.S. Households in 2023 

https://www.ers.usda.gov/topics/food-nutrition-assistance/food-security-in-the-u-s/key-statistics-graphics/#foodsecure

ReFED – background information on food loss and food waste, facts, figures and solutions 

https://refed.org

World Resources Institute – numbers of food loss and food waste 

https://www.wri.org/insights/reducing-food-loss-and-food-waste

Greater Chicago Food Depository – Greater Chicagoland Hunger Report 

https://www.chicagosfoodbank.org/news/2024-greater-chicagoland-hunger-report/

National Resources Defense Council – Issue paper on sources of food waste https://www.nrdc.org/sites/default/files/wasted-food-IP.pdf

USDA Agri-Food Supply Chain Assessment 

https://www.ams.usda.gov/sites/default/files/media/USDAAgriFoodSupplyChainReport.pdf

https://www.ams.usda.gov/supply-chain?utm_source=chatgpt.com

Environmental Protection Agency – Sustainable Management of Food Basics 

https://www.epa.gov/sustainable-management-food/sustainable-management-food-basics

As the year comes to a close, we find ourselves immersed in reflection, celebration, and preparation for the year ahead. The Year-End Celebration, hosted by CFBN and the Chicago Section IFT at the beautiful offices of Nixon Peabody embodied this spirit, combining philanthropy, inspiration, and forward-looking insights. The speakers shared their inspiring experiences. The event closed with a heartfelt gesture from the Chicago Sysco team, who presented a significant donation to Bigger Table. This contribution will help produce nearly 100.000 nutritious and healthy meals. We truly feel we ended the year on a high. 

Leaders, Inspiration and Insight 

After the attendees were welcomed by Sebnem Karasu, President of Chicago-section IFT and Alan Reed, Executive Director of CFBN and Bigger Table, the celebration turned to the speakers. Here’s the highlights:

Flavia Panza, VP Marketing and Innovation Strategy at Dairy Farmers of America: Embracing personalization and cultural authenticity. 

Representing the cooperative Dairy Farmers of America, Flavia emphasized the importance of personalization and cultural relevance in engaging markets, particularly the Hispanic community. She highlighted their significant role as a growing demographic, influencing household spending and food preferences. Cultural authenticity is essential to connect with your consumers. In 2025, Flavia expects the rise of personalization to redefine consumer engagement. The abundance of data will enable companies to understand consumers better. 

Bill McDowell, Editor-in-Chief and VP, Content and Channel Strategy at Institute of Food Technologists: What is old, is new again.  

Quoting Winston Churchill, “The farther back you can look. The farther forward you are likely to see”, Bill McDowell contextualized the trends shaping 2024 and 2025. While market volatility and price sensitivity dominate consumer behavior, he noted a spilt between cost-conscious shoppers and those prioritizing quality and taste. Trends such as health and wellness, continue to shape choices, pointing out that people will look for personalized solutions solving ‘new’ health issues such as gut health. Next year, authentic global flavors will get more emphasis as a trend driven by Gen Z and Gen Alpha. 

Prem Singh, President and CTO at Teinnovations, LLC: Innovation in Packaging 

Prem Singh showcased transformative packaging solutions, from methane-based plastics to biodegradable materials derived from sugarcane fibers. His examples, including a Lululemon shoe crafted from Starbucks coffee ground, demonstrated how innovation can turn environmental challenges into sustainable solutions.   

Whitney Jacks, Director of Local Sales at Sysco – Chicago: Cultivating the Underdog Spirit 

Whitney Jacks shared her company’s 2024 spirit: act as the underdog; staying hungry, scrappy and relentless as the way to win. Despite being an industry leader, Sysco embraces the ethos of Chicago – “the Second City that wins”. Her outlook for 2025 emphasizes integrative thinking as a way to foster collaboration, staying open for all the options, engage in new ways of doing things while leading teams through transformations and drive growth in challenging markets. 

Year-End Wishes 

The celebration concluded with networking, meeting acquaintances and making new connections. All of this with breathtaking views of Lake Michigan and Millenium Park providing the perfect backdrop. It was a perfect way to close 2024 on a high note and move forward to an exciting 2025. 

Illinois is uniquely positioned to lead the global paradigm shift driven by precision fermentation. The event on November 14^th brought together the key stakeholders from Illinois’ iFAB, along with professionals from the precision fermentation and biomanufacturing sectors. While bioprocessing and precision fermentation will help revolutionize a number of industries, this forum is focusing on the food & beverage industry in Chicagoland as a critical piece of growing capacity, trust, and capabilities in the region to help to build the required infrastructure. 

Image: the AI representation of precision fermentation

Upscaling biomanufacturing with iFAB

The event commenced with a keynote speech by Beth Conerty, Regional Innovation Officer at the iFAB Tech Hub. She positioned Illinois as the ideal location for biomanufacturing, citing its abundant feedstock, top-tier research and development at Illinois universities, established bioprocessing industry presence, excellent intermodal transportation options, and the iFAB Lab-to-Line approach. The potential for biomanufacturing to transform food production is immense: within 15 years, globally it is projected to generate a $200 billion market and create 1 million additional jobs by 2030. 

To address the high demand for scaling technology, iFAB provides essential facilities to help manufacturers transition from lab-scale to pilot scale and demonstration production. Without such infrastructure, businesses may be forced to outsource this production capacity overseas—a significant bottleneck and challenge for US companies. By enabling startups to scale up, professionalize, and commercialize locally, iFAB ensures that growth and innovation in the sector remain local. 

The keynote was followed by a brief networking session, allowing participants to connect with iFAB while sampling Nature’s Fynd yoghurts and cream cheeses. 

Panel Discussion: Overcoming challenges in upscaling

A panel discussion with stakeholders active in biomanufacturing, moderated by Kim Kidwell, Associate Chancellor for Strategic Partnerships and Initiatives at University of Illinois Urbana-Champaign, delved into the critical challenges for scaling up the industry. When talking about upscaling, the availability of large, steel tanks for fermentation is what is needed most. Panelists Jason Polzin, VP Process Development and Engineering at Bond Pet Foods, and Dan Griffis, Managing Director at ADM Ventures, both emphasized that sourcing tanks with the appropriate size and quality is a significant hurdle. Jason referred to this as a core part of the intermediate stage in scaling biomanufacturing operations. Dan added that scaling up production is critical to reducing costs and making products market-ready. Customer trial is needed, and he expects the big CPG companies to try and pilot it as a next step. 

Funding emerged as another crucial factor. Kaitlin Grady, Director of Strategic Partnerships and Public Affairs at Clever Carnivore, explained that companies in cultivating food products often face high costs due to their adjacency to the pharmaceutical industry. One significant challenge is developing scalable, cost-effective machinery for mass production of cultivated meat. 

Regulatory hurdles also pose challenges, from obtaining FDA/ USDA approval for cultivated meat as a novel foods to securing local permits and zoning for manufacturing facilities. Illinois aims to play a proactive, leadership role in addressing these issues. Chad Philips, Federal Policy Manager at the Illinois Department of Commerce and Economic Opportunity, emphasized the state’s 5-year growth plan for economic development which includes grant applications and measures to reduce bureaucratic red tape for companies.

Illinois’ unique position 

The panelists unanimously agreed that Illinois is uniquely positioned to lead advancements in this field. Kaitlin highlighted Chicago’s transformation from the historic meat production capital of the world to the cultivated meat capital of the world. Dan reinforced this by emphasizing Illinois’ access to critical resources such as corn sugar, energy, water and a diverse labor pool on the one side and the customers on the other side. However, competition from other states is emerging. Chad stressed the importance of staying ahead through targeted industry incentives and proactive measures to maintain Illinois’ leadership position.

Move fast. 
Embrace the chaos. 
Be prepared. 
Dare to jump on the bandwagon when something is about to go viral. 
Measure the impact of all your marketing activities. 

Those are some key take aways shared during the panel discussion “The New Rules of Brand Management”. A diverse panel with experts from food companies, communications and marketing agencies, video creators, and law firms exchanged views on the evolving landscape of brand management. Saverio Spontella, Senior Vice President Sales, Marketing & Innovation at Land o’ Frost, stated that “the ‘what’ in Brand Management has not changed, but the ‘how’ has changed significantly.” Ashley Findlay, Senior Director of Brand Marketing at Simple Mills added that, “the fundamentals haven’t changed: you still need to build a brand, articulate what you stand for, and, in the case of food, focus on taste, because that is what customers buy on, for starters.” 

Moving to the ‘how’, panel member Jessica Barrutia, Executive Vice President at Edelman illustrated it with this example: “the Today Show and Oprah used to represent the pinnacle of brand public relations success. Today, when your product appears on these platforms, it signals that the hype has already peaked and the product’s lifecycle is nearing completion”. 

Another important shift is the disappearance of the “linear consumer journey’” as Ashley noted. Content can originate from anywhere, leading to a much faster-paced environment. Sometimes, brands must seize emerging trends and take risks, even if actions are not fully aligned with all relevant departments. Land O’ Frost experienced this when their product appeared on the TV show Succession. The company responded by creating content in a “quick and dirty way,” which was appreciated in social channels and successfully enhanced the brand’s relevance. 

Preparedness and collaboration are essential for responding effectively in this fast-moving era. Tracy Hatfied, CEO of Social Snacks Video explained how her company supports clients by providing a ‘kitchen’ of video footage and clips, tailored to various audiences and showcasing different aspects of their products. With the growing importance of video in marketing, it has become an integral part of the early stages of campaigns. 

Janet Garetto, Intellectual Property Partner & Co-Leader of Food, Beverage and Agribusiness Practice at law firm Nixon Peabody, emphasized the importance of involving legal teams early in the brand development process. Once a brand concept gains traction within a company, it can be difficult to modify it if legal protection issues arise. The essentials for brand protection remain unchanged, but there definitely are some emerging trends such as portfolio refreshes, creating new marks and rebranding to reconnect with audiences. Globalization also raises a new challenge of how to safeguard brands in new markets around the world. 

Given the proliferation of content channels and diverse messaging, collaboration is critical, according to Ashley. If partners such as sales teams, retailers, agencies and PR teams are not aligned and sharing plans, “it can feel like working with one hand tied behind your back.” 

Data and the ability to measure marketing efforts have had a significant impact. Steve Gaither, EVP of Growth and Strategy at 1o8, highlighted that current metrics enable brands to measure expenses and compare data across all sales channels. This connection to specific Return on Investment measures is critically important and a newer tool in the brand manager’s toolkit. Saverio added that this data-driven approach also facilitates clearer discussions with management, as conversion data provide strong support for proposals. 

In summary, having a great brand alone is no longer enough to help your product succeed. It must continually build and demonstrate its relevance. But it is harder than ever to stand out, especially in the food & beverage industry. Effective branding still gives you that extra edge to win. No, brand management is not dead, but some of the tools and techniques historically used to achieve branding goals may now be outdated. But today’s fractured media environment requires new and creative tools to successfully keep your brands relevant and in front of consumers.