Food Trends Suppliers Should Know to Stay Ahead of the Curve in 2021

From insects and pumpkin-seed oil to Brad Pitt-branded wine and transparent packaging, these are the food trends expected to take the U.S. by storm in 2021.

What Will People Be Eating in 2021?

It’s predicted that Americans will be consuming a lot more of the following foods and drinks in 2021: 

• Insects — According to Forbes, 2.5 billion people around the world eat cooked or raw insects regularly. Many in the U.S. still consider the concept of insect consumption a little grotesque, but attitudes are expected to shift in the coming months with several startups, including Exo cricket protein bars in New York, securing significant funding from investors.

• Boxed wine — It’s hard to believe that boxes of wine were considered classy before they were tacky. But in 2021, consumer appreciation for boxed wine is predicted to return. It’s easier to store, cheaper to transport, generates half the carbon dioxide emissions, and has a longer shelf life than its glass-bottled counterparts.

• Alternative oils — Whole Foods Market predicts that consumers will become more experimental in their use of oil, choosing walnut, pumpkin seed, and sunflower seed oil over traditional options like olive oil.

• Celebrity alcohol — There was an arguably better time when everyone knew someone who wore the Britney Spears perfume. But in 2021, it’s all about Brad Pitt’s rosé and Cara Delevingne’s prosecco, as alcohol brands and vineyards look to drive revenue through partnering with big-name celebrities.

• Kombucha — Kombucha is a fermented, lightly effervescent, sweetened black or green tea drink that first hit the mainstream in 2018. Since then, its health benefits have been lauded, and the drink has been growing in popularity. It’s gluten-free and can be filled with live probiotic cultures.

• Sweet and Umami — The Green Seed Group suggests that the big flavor combination of 2021 will be umami and sweet. Think rice infused with fish sauce caramel and nori and pork floss.

How Will People Be Eating in 2021?

It’s not just what people eat and drink that will change in 2021, but the entire culture surrounding it.  

COVID-19 has contributed to a rise in passionate amateur chefs. With so many people spending much of 2020 stuck at home with extra time on their hands, cooking has become something of an outlet. Indeed, 74% of respondents to a Sensodyne/OnePoll survey said they used cooking as a coping mechanism to manage the stress of being at home, 44% have learned a new recipe, and 32% have taken online cooking classes.

Reduced access to on-the-go, takeout food has seen breakfast truly become the most important meal of the day, and the demand for interesting and diverse breakfast recipes will increase into 2021. Cooking enthusiasts are also investing more time and effort in making baby food and looking for creative takes on staple meals.

Coupled with this newfound enthusiasm for cooking is, unsurprisingly, a newfound enthusiasm for health and wellbeing. Forbes reports that 54% of American consumers care more about the healthfulness of their food and beverage choices in 2020 than they did in 2010. This will see demand for superfoods, probiotics, and supplements grow in 2021, with many food suppliers already incorporating functional ingredients like vitamin C which promise to support the immune system. In a June 2020 survey conducted by GlobalData, 23% of global consumers confessed to stockpiling vitamins and supplements.

COVID-19 has certainly driven Americans to evaluate the relationship they have with food and drink but, fortunately, extreme diets and food fads are expected to lose popularity in 2021. Instead, people are expected to take a healthier and more sustainable approach to healthy living by embracing balance and moderation.

How Will Food and Drink Be Packaged in 2021?

Before COVID-19, food and drink packaging was headed in a very sustainable direction, with consumers increasingly concerned about excess waste and ocean-bound plastics.

But the pandemic has led to increased concerns about biosafety, particularly surrounding the packaging of food and drink. In recent years, many retailers have committed to eliminating unnecessary packaging, but some of these efforts will likely be undone in 2021 due to health and safety concerns and retailers’ desire to reassure their customers. Starbucks, for example, banned the use of reusable cups at the beginning of the coronavirus outbreak.

Despite these setbacks, developments in sustainable and environmentally friendly packaging will continue in 2021.

Other trends will include an increase in transparent windows within food packaging that allow consumers to assess product quality, and QR codes, which can verify product and ingredient claims.

How Will Attitudes to Sustainable Living Change in 2021?

More than two-thirds of consumers want to ensure their everyday actions have a positive impact on the environment. This includes an interest in sustainably produced items, and a shift towards the consumption of plant-based proteins: in 2020, 28% of Americans ate more proteins from plant sources than they did in 2019. Another sustainability trend will see food suppliers up-cycling underused ingredients in a bid to reduce food waste.

Although the year 2021 won’t include a country-wide shift to veganism, retailers can expect increased demand for plant-based food as consumers commit to a more balanced diet and look to reduce their meat and dairy intake.

Image Credit: Rido / Shutterstock.com

Laura Ross Dec 15, 2020

AppHarvest’s Mega-Indoor Farm Offers Economic Alternative To Coal Mining For Appalachia

Inside AppHarvest's 60 acre state-of-the art indoor farm in Morehead, KY.

In the first year of business, Jonathan Webb and his growing team at AppHarvest are riding high on what he calls the “third wave” of sustainable development: high-tech agriculture, following the waves of solar energy and electric vehicles. Since launching the concept in 2017, Webb and AppHarvest have raised more than $150 million in funding while building and opening one of the largest indoor farms in the world on more than 60 acres near the Central Appalachian town of Morehead, Kentucky.

For Webb, who grew up in the area and has a background in solar energy and other large-scale sustainable projects, AppHarvest is both a homecoming and a high-profile, purpose-driven venture that addresses the need for additional production to feed a growing population and reduce imported produce. 

Webb’s vision for AppHarvest was inspired in part by a National Geographic article on sustainable farming in the Netherlands, where indoor growing is part of a national agriculture network that relies on irrigation canals and other innovations. He traveled across the Atlantic Ocean to see the farmers in action, then decided it was a venture he wanted to pursue — in his home state of Kentucky, where the coal industry is in decline and unemployment levels are on the rise. 

“Seeing that the world needs 50% to 70% more food by 2050, plus seeing that we’ve shifted most of our production for fruits and vegetables down to Mexico — produce imports were tripled in the last 10 to 15 years,” he says. “I would go to a grocery store, pick up a tomato, and it could be hard, discolored. That’s because it’s been sitting for two weeks on a semi truck, being bred for transportation. So first it was seeing the problem, then asking, ‘How do we solve the problem?’”

As part of my research on purpose-driven businesses and stakeholder capitalism, I recently talked with Webb about AppHarvest’s whirlwind initial year in business, successful investor fundraise, plans to go public, and B Corp Certification.

Good for Business, Good for Community

Jonathan Webb, founder and CEO of AppHarvest

“Where we’re doing what we’re doing is incredibly important. One of our biggest competitive advantages, frankly, is doing it here,” he says. “Some of the hardest-working men and women are the people in this region that power the coal mines, and all we’re trying to do is tap into that and harness that passion. It’s good for our business, but it's good for communities.”

The location has been central to AppHarvest’s benefit in another way, Webb says, as local enthusiasm for the project enabled swift construction that likely would’ve been a challenge in some other regions.

“It's all about economies of scale. We have to build a really big facility to get our costs on materials down so that we can compete with products that are being imported into the country from Mexico,” he says. “We built one of the largest facilities in about a year, so speed and scale are definitely advantages for the company, and a lot of that’s possible based on where we’re operating here in this region.”

While the Bluegrass State has been a good home for AppHarvest, Webb wants the business to be a resource for nearby communities and a beneficial workplace for residents.   

“A fundamental part of the way we’re building and growing this company is that every entry-level employee gets full health care, full benefits, living wage, paid time off. So we’re not just creating jobs, we’re creating a lifestyle for your career path,” he says. “We want to see people with high school degrees in this region grow with the company and be assistant growers and head growers three, four years from now. I know this region, and I know what people can do here. Those are the success stories that I look forward to having happen.”

Creating Positive Stakeholder Impact

Producing needed food and building a stronger workforce aren’t the only goals at AppHarvest; Webb says growing produce sustainably, with minimal impact on the environment, also is paramount. 

“We’re land constrained in the world, and water constrained. And we have to grow a lot more food and use fewer resources,” he says. “It’s simple in theory; it’s complex in scale. Just the fact that the place is so big is what makes this challenging. But we’re collecting rainwater on the roof and using it directly on the root of the plants. We’re growing hydroponically, and as a result we can use 90% less water than open field agriculture.

“The way we treat water and handle water and how we use rainwater efficiently is the really biggest driver of resiliency long term for us.” 

In building a business to have a positive impact on workers, community, and environment, Webb also created a company that is a natural fit for the B Corporation community made up of businesses that achieve a certification based on how well they incorporate all stakeholders into their policies and practices. 

“The impact side of this is incredibly important. We didn’t chase certifications,” he says. “We just did the right things: We’re paying a living wage, we're offering health care. It’s the right way to do business. And as a result, we get a huge ROI on our dollar.”

Thanks to its bottom-line success and future promise, AppHarvest has found favor with investors, including Martha Stewart and venture capitalists; and is part of a growing cohort of businesses with a social purpose that are finding traction in the public markets. The company announced in September that it’s going public through a combination with special purpose acquisition company Novus Capital Corp. (Nasdaq: NOVS).

“Why are we going public now? Because full transparency in agriculture is desperately needed,” Webb says. “We want the people who buy our fruits and vegetables to also have the ability to buy into our company. We want the record. We want the institutional rigor. It’s hard to have this spotlight this early, but it’s making us stronger.”

Christopher Marquis, Contributor