Une conversation avec Jesper Niemann

What inspired Creative Dock and the EDHEC FIT Chair to explore the future of food together? 

Jesper Niemann: We both share a passion for turning insight into action. EDHEC brought the strategic foresight lens—identifying long-term trends and systemic shifts. At Creative Dock, our focus is on actually building businesses that respond to those shifts. So, when we started talking, it quickly became clear that food was a perfect frontier: it’s deeply personal, globally urgent, and full of opportunity for transformation. 

What surprised you most while researching this report? 

Jesper: Honestly? , Just I was surprised by just how many parallel crises the food system is juggling at once—hunger, obesity, climate, inequality—and how deeply interconnected they are. But at the same time, I was surprised impressed by the scale of innovation already happening from precision fermentation to blockchain traceability to consumers demanding cleaner, smarter, more ethical food. It’s a moment of tension —but also, I believe, incredible momentum. 

Your report talks about a major “consumer shift.” What are you seeing there? 

Jesper: Consumers today are no longer passive. They want food that reflects their values—whether it’s plant-based, transparent, traceable, or tailored to their health needs. And younger generations expect food to do more: fuel them, heal them, align with the planet. That’s a massive shift in expectations, —and it’s reshaping the whole value chain. 

Is there a generational divide? 

Jesper: Absolutely. Gen Z and Millennials are driving demand for things like personalized nutrition, ethical sourcing, and digital convenience. Boomers still care about health and quality, but the younger cohorts are faster to adopt and much more values-driven. It’s not a trend—it’s a generational reset. 

Which emerging food technologies do you believe hold the most transformative potential? 

Jesper: Precision fermentation is a big one, if you ask me. It could unlock sustainable proteins with minimal environmental cost. But I’m also excited about AI-powered personalization and circular tech—solutions that cut waste or upcycle what was previously considered unusable. Combine those with digitized supply chains and you’ve got a new operating system for food. 

Any risks to watch out for? 

Jesper: Always. With tech, there’s the risk of overpromising or creating unintended consequences. That’s why systems thinking is critical—understanding not just what’s possible, but what’s desirable, and for whom. We can’t “tech our way out” of every problem. Foresight helps us pause and ask: where does this actually lead? 

What dynamics are reshaping the food industry today? 

Jesper: I would say there are four driving dynamics: Supply supply chains are under pressure, regulations are tightening, and investors are paying closer attention to sustainability. At the same timeNot least, consumers are demanding transparency and accountability. It’s a high-stakes environment – increasingly so in the last months –—, but also a playground for innovation. 

How are companies responding? 

Jesper: Startups are moving fast with bold ideas—lab-grown eggs, upcycled snacks, climate-smart logistics. But established players are waking up too. The smartest ones are opening up to partnerships and shifting from product thinking to ecosystem thinking. It’s refreshing to see industry acknowledge there are many pathways - and partnerships - to success. 

Given the climate crisis, how can the food industry become truly sustainable? 

Jesper: It has to move from less-bad to net-positive. That means regenerative practices, circular systems, and business models that align profit with long-term value. And yes, —it is possible. We’re seeing real cases of companies reducing emissions, improving health outcomes, and turning a profit. That’s the sweet spot. 

If you had to name one game-changer for the next five years, what would it be? 

Jesper: The mainstreaming of personalized nutrition. With better data and smarter platforms, we’re going to see people eating in ways that are optimized for their body, their values, and the planet. It’s a whole new level of agency,  —and a huge opportunity for business – it’s a seed that has been sown but the benefit has definitely not yet been reaped. 

What advice would you give to food industry leaders today? 

Jesper: Don’t wait until the fog lifts. Start now. Build capability in foresight, partner outside your bubble, and pilot ideas fast. The future doesn’t arrive with a bang and all at once—it’s shaped, subtly yet persistently, by the choices we make today. 

What excites you most about the future of food? 

Jesper: The fact that we’re finally connecting the dots—health, climate, equity, innovation—and realizing that food is at the heart of so many solutions to save our planet and live healthy, better lives. That’s powerful. 

And the role of consumers? 

Jesper: Huge. Consumers are no longer just choosing between products—they’re choosing between futures. That gives them real power. And it gives us, in the industry, a real responsibility to address these futures. 

Would you like to get in touch or read the full report?  You can contact [email protected]