Creating a New Info Food Business

The term “Info Food” has recently entered the lexicon of the food industry, and with a capital I for “inform.” Info Food is the information that informs, which then inspires action. It is the catalyst that ignites our impulse to act. Info Food is now synonymous with intelligent, informed consumerism.

In the past, Food industry professionals referred to the consumer as a “problem consumer.” They felt that the food buyer, which was typically male, was seeking a simple answer to a complex problem. With the advent of new information technologies, we have begun to recognize that the food buyer is actually an entire generation or more. Now it is becoming more apparent that the very definition of food service has to change to attract this new generation of buyers, who are sophisticated enough to be food savvy.

If you are in the food business, I would suggest that you re-read the old manual and think about what you are doing. Are you providing great products and/or great value to your customers? Do you offer them the convenience of ordering online? Or do you still deliver to their door? If your answer to all of these questions is no, then you need to get out of the Info Food business and start creating value for people, instead.