At our most recent Brave New Word event, we welcomed regenerative designer and consultant, Emma Chow to discuss circular design as a framework for re-imagining food and drink.
Emma led the Ellen MacArthur Foundation’s Global Food Initiative where she co-published thought leadership laying out a vision of a regenerative future for food. The thinking mobilised major brands towards the vision by implementing the ‘circular design for food framework’.
Here, we capture some key insights from the evening:
The Ellen MacArthur Foundation/Image source: ellenmacarthurfoundation.org
The Need for a Circular Food Economy
The agri-food industry has a massive environmental footprint, contributing 30% of global greenhouse gas emissions and using 70% of freshwater extraction. The current linear system (take → make → waste) depletes natural resources without replenishing them. An approach to food production at scale, based on the circular economy focuses on:
– Eliminating waste at every stage.
– Circulating materials to retain their highest value.
– Regenerating natural systems for long-term sustainability.
European Parliament/Image source: europarl.europa.eu
Key Strategies for Circular Food Design
Here are some of the key strategies that Emma highlighted as considerations when implementing the principles of circular design in food production.
Diversifying Ingredients
Right now, 75% of our food comes from just 12 plants and 5 animals, making our food system very fragile. Expanding our ingredient palette is essential for resilience. Dutch company Seamore is leading the way with innovative products made from seaweed such as bacon, crisps and wraps. Made from sustainable seaweed varieties, these items offer unique flavours and textures as alternatives to traditional ingredients. Also, ancient grains like fonio, einkorn and freekah, which have been staples in ancient cultures around the world, are becoming more widely available.
Brand: Seamore/Image source: instagram.com/seamorefood/
Choosing Lower-Impact Ingredients
Selecting plant-based and climate-resilient crops helps reduce environmental strain. The brand Kuli Kuli uses moringa, a drought-resistant, nutrient-dense plant, to create a variety of products.
Brand: Kuli Kuli/Image source: instagram.com/kulikulifoods/
Upcycling Food Waste
Using by-products from food production helps reduce waste and create value. AB InBev, the world’s largest brewing company, has created EverGrain, a process where they upcycle brewer’s spent grain (a by-product of beer brewing) into ingredients like flour and barley milk.
Brand: AB InBev/Image source: foodfuturestrategies.com
Regenerative Agriculture
Farming techniques that restore soil health, increase biodiversity, and reduce carbon emissions are essential for a sustainable future. General Mills is committed to regenerative agriculture, working with farmers to implement practices like crop rotation, cover crops and reduced tillage. These methods help restore soil health, improve biodiversity and contribute to a more sustainable food system.
The Role of Brand
As strategic design partners to some of the most loved and successful food and drink brands of the last fifteen years, we understand that connecting with people emotionally, through shared values (in addition to communicating product benefit) is key. When it comes to food, communicating sustainable credentials can’t be at the expense of taste and desirability. However, great sustainable credentials can help inform a brands unique positioning and creative essence, helping communicate with audiences on an emotional level and bringing added depth to a brands’ identity.
For more on the role of circular design to better future proof food and drink, Emma’s work on the big food redesign can be found here. And to talk further about how strategic brand and design can help your business grow, please don’t hesitate to get in touch.
