Research and Development
-Consider target audience
- families, home diets
- target families to try to change children's eating habits
- focus more on changing the minds of younger generations as older are harder to convince
- younger generations are more likely to get on board with 'future' topics
- Bring product into audience's lifestyle
- create a lifestyle brand
- based on previous research into lifestyle branding, storytelling.
- create brand/lifestyle that people want to be a part of
- using typical lifestyle branding techniques
- in order to get people to WANT to change as opposed to need
- create a group that people want to be part of
- in the form of a magazine?
- MOLD magazine - research
- Don't advertise as 'future' food.
- bring it into the now
- something that is happening and people should be on board with it
- 'Monthly Feast' - event themed with future of food
- Get people to try the foods, get familiar with them, make them less alien and prove that its a good substitute
- Make easy, less intimidating
- Association is to go fully veggy as opposed to partly
MOLD Magazine
"MOLD is an editorial platform about designing the future of food. Through in-depth, original reporting and a distinct vision for how design can transform our food futures, our editors cover innovative ideas emerging from the world of food design and technology. From cellular agriculture to 3D food printing, entomophagy to beautifully designed tableware (and why it makes your meal taste better), MOLD spotlights the ideas that will revolutionise how we produce, prepare and eat food in the years to come."
Belgrave Feast
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