At Future Food Movement, we believe the food and drink industry has the ideas, the innovation, and the intent to drive real change. But our latest member insights show one thing clearly: good intentions aren’t enough.
At a recent FFM event, we asked 60 senior leaders – from farming, retail, manufacturing and brands – how well we’re shifting consumer demand towards healthier, more sustainable choices.
96% said: we’re falling short.
This isn’t about lack of knowledge. The playbooks exist. The products exist. The passion is there. But the system isn’t moving together — and that’s the gamechanger we need.
When we asked what’s stopping consumers making better choices, the answers were clear:
- Affordability (36%)
- Convenience and awareness (21% each)
- Mixed messaging (20%)
The products are on the shelves — but if they’re too expensive, too hard to find, or too confusing to trust, change stalls.
That’s why the industry must act together.
✅ Coordinated action on price, placement, reformulation, labelling and communication.
✅ Shared ambition across departments, businesses, and sectors.
✅ Smarter design and stronger campaigns that work across categories.
✅ And crucially, a louder, united call for clear government frameworks to create the conditions for real change.
The commercial risk of inaction is growing. Consumers expect more. Regulators expect more. Future-ready brands and businesses know: responsible action isn’t a differentiator — it’s a hygiene factor.
This is your moment.
The leaders who move first — and move together — will not only build trust but shape the future food system.
The food system is full of passionate people. Now, it’s time to turn that passion into a shared strategy for impact.
The barriers are known. The levers are clear. The time is now. Here’s what you can do now.
