Food is a cultural element. In many countries it is akin to art. It’s woven into a nation’s fabric. It represents ways in which people gather together, share stories, and have communal events. It is one of the most empathetic and social elements across the world.
In paradox, agriculture, the industry representing the creation of food, is anything but those elements. Our cultivation of food has become the complete opposite of our consumption of food. As different industries continue to apply user empathy, the agriculture industry has a chance to bring the empathic and human elements back to the creation and cultivation of food. It has a chance to rejoin the two sides, creation and consumption of food.
As new generations embrace purpose driven lives, food culture continues to be a point of human connection. Whether about nutrition, personal brand, or a reflection of morale values, food is a cultural representation of identity. Food production is by extension, tied to that identity. A trend towards understanding where food is produced is becoming connected to that identity. This is displayed through a demand towards organic farming, fair trade and local sourcing. The agriculture industry should embrace the story of food to connect with the people they provide for.