Have you ever been asked for your “best guess” on where the food industry will be in ten years?
It’s a question I get all the time. People look at me, the “futurist”, and they expect me to reach into a velvet bag, pull out a crystal ball, and tell them exactly what price a kilogram of cultivated meat will cost in July 2032.
But let me let you in on a little secret… that’s not my job. In fact, if anyone tells you they can accurately predict the future of food with 100% certainty, my biggest concern is that they don’t actually understand how the future works!
Some people even suggest that you can judge a futurist by the “accuracy” of their predictions. I’ll be blunt: that’s absolutely ridiculous! Accuracy is a metric for the past, not a tool for the future. When we focus on being “right” about one specific outcome, we leave ourselves completely exposed to the thousand other things that could actually happen.
The Accuracy Trap
Why is “accuracy” such a dangerous obsession?
Think about the food and ag world for a moment. We are operating in one of the most complex, volatile, and biologically dependent systems on the planet. Between climate fluctuations, geopolitical shifts, breakneck technological advancements in GenAI and cellular agriculture, and the ever-fickle whims of consumer behaviour… the idea that anyone can “predict” a single line of travel is, frankly, a recipe for disaster.
If you bet your entire corporate strategy on one “accurate” prediction and the world pivots five degrees to the left? You’re finished. You haven’t built a strategy; you’ve placed a bet. And in this industry, the stakes are far too high for gambling.
Forecasting vs. Predicting: The Andy Hines Approach
I’m fortunate to draw inspiration from some of the best minds in the field, like futurist Andy Hines. He puts it perfectly when he says, “We don’t predict the future, we forecast a range of plausible options to influence the decisions we make in the present”
Just think about this for a minute…
Predicting is saying, “This will happen.”
Forecasting is saying, “These are the four or five ways this could unfold, based on the signals we’re seeing today.”
The goal of a futurist isn’t to be a prophet. It’s to influence the decisions we make in the present! We use the future as a lens to stress-test our current strategies. We aren’t looking for a “right” answer; we’re looking for a resilient answer.
My job is to help you understand the different paths ahead of us so that, no matter which one the world takes, your business is ready to thrive. It’s about preparation, not prophecy.
As I say;
“The reason we explore the future is to make the best possible decisions today”
Why Betting on One Outcome is a Disaster for Agribusiness
I see major food brands and agricultural leaders all the time who are “waiting to see” which technology wins. They’re waiting for the “prediction” to come true before they move.
But while you’re waiting for certainty, the world is moving at 100 kilometers an hour.
If you’re a leader in a food or beverage organisation, you can’t afford to wait. Whether it’s the shift toward personalised nutrition or the disruption of traditional supply chains by autonomous retail, the “wait and see” approach is just another way of saying “let’s hope we don’t get disrupted.”
I’m delighted to say there is a better way. We can turn that terrifying uncertainty into a massive strategic advantage.
Transforming Uncertainty with FutureCUBED™
To navigate this complexity, I developed my proprietary FutureCUBED™ process. This isn’t about guessing; it’s a structured, rigorous methodology designed to give you expert foresight for 1, 3, 5, and even 10+ year planning horizons.
It’s how we transform existential threats into strategic opportunities. And it starts with two critical phases:
1. Horizon Scanning: Spotting the “Weak Signals”
The future doesn’t just arrive out of nowhere. It sends out “weak signals” long before it becomes the status quo.
In the Horizon Scanning phase of FutureCUBED™, we go hunting for these signals. We look at areas like:
- Emerging Technologies: What’s happening in the labs with synthetic biology or quantum computing that could revolutionise food safety or production?
- Shifting Behaviours: How are Gen Z and Gen Alpha changing the definition of “value” or “sustainability”?
- Disruptive Trends: What are the fringe movements today that will be the mainstream demands of tomorrow?
We aren’t just looking for the big, obvious trends. We’re looking for the subtle shifts that most people miss… the ones that eventually become the “overnight successes” that disrupt entire industries.
2. Future Foresight: Mapping Alternative Futures
Once we have our signals, we don’t just pick the most likely one. We use Future Foresight to map out alternative futures.
What if regulation moves faster than technology? What if consumer pushback on so called “ultra-processed foods” intensifies? What if climate-induced migration shifts your primary markets?
By mapping these “critical uncertainties,” we can build scenarios. This allows you to say, “If Future A happens, we do this. If Future B happens, we’re already set up for that.”
This is how you build resilience. It’s about being prepared for the “what ifs” so you aren’t caught off guard when the “what is” arrives.
Shaping the Future Together
I’m pleased to work with visionary leaders from companies who understand this distinction. They know that the goal isn’t to be “right” about 2030 and beyond: it’s to be ready for it.
The food, beverage, and agriculture industries are at a crossroads. The technologies available to us today like GenAI, cellular agriculture, the microbiome, are exponentially more powerful than anything we’ve seen before.
But power without direction is just chaos.
My GOLDEN RULE for future planning is this: PREPARE, DON’T PREDICT.
Stop looking for the crystal ball. Start looking for the signals. Stop asking “What will happen?” and start asking “How can we thrive regardless of what happens?”
Don’t just wait for the future to happen to you. It’s time to take control and shape it together.
Let’s turn that uncertainty into your greatest strength!
If you’d like to explore the future with me I’m currently booking keynotes and strategy workshops for the remainder of 2026 and into 2027. To experience more of the future of food with me you can find all my upcoming speaking events here.
If you do want to dive deeper into these concepts and see how they apply to your specific sector, reach out to me directly at:
