World is changing faster than you can brew a barrel of beer
Wild Cards will dominate ŕ 2020
Food and Drink Business
Price, Trust, Quality, Convenience
Mutant virus impact on food and health
Market research can’t tell the future
A news story can destroy a food or drink brand in a week
Salmon with human genes grow four times normal size in 12 months
Central Europe Against GM Food
Expect instability from
growing gap between rich and poor
All global companies will feel pressure
Rapid Growth of CEE nations… but…
….50 years to rebuild Stalin’s World
Impact on minds of older generation
Novozamki case study – SLOW change !
Younger generation still affected by the past – parents and grandparents
Greatest challenge will be changing attitudes and culture
CEE will remain a “traditional” market
75% of all US / UK wealth
owned by over 65s – mostly women
Premium
Everything
90 year olds have different tastes
Older people need stronger tastes – growth opportunity
Europe will be dominated by conflict between local identity / regional power
Expect growing leadership tensions in enlarged EU
Local Specialist Beers = Tribal
Western Europe will be Afraid of CEE Nations
High CEE taxes on jobs push investors away to China / India
Expect more sacrifice / pain in transition to EU urban economies
Socio-political Challenge of Agricultural Reforms in CEE
Agriculture Reforms will continue to be very sensitive politically in CEE
RFID Explosion is Real – No Hype
Billions of individual items
a year to track
Starting with pallets and packages
RFIDs impact on retail interactive marketing
Supermarket Shelf Automatic Stock Control and Stock Rotation
Technical
Challenges
Water and metal
Every major single issue will lead to new regulation
Compliance with every regulation today could put out of business
How did this frozen turkey live and die?
Did chickens ever run around on these frozen legs?
"Let every Kentucky Fried Chicken..."
… Watch out: this man’s “SME” job is now illegal under EU regulations
Keep close to customer
feelings
Ford concept that escaped online