Urbaniqeis in the Road Transport Tech Industry

Urbaniqe

The Battle of the North Atlantic

SCHOLASTIC

Concerning Freedoms

The Genetic Effects of Radiation by Isaac Asimov is part of HackerNoon’s Book Blog Post Series. The Table of Links for this book can be found here . Mutations - Spontaneous Mutations Spontaneous Mutations Mutations that take place in the ordinary course of nature, without man’s interference, are spontaneous mutations. Most of these arise out of the very nature of the complicated mechanism of gene replication. Copies of genes are formed out of a large number of small units that must be lined up in just the right pattern to form one particular gene and no other. Ideally, matters are so arranged within the cell that the necessary changes giving rise to the desired pattern are just those that have a maximum probability. Other changes are less likely to happen but are not absolutely excluded. Sometimes through the accidental jostling of molecules a wrong turn may be taken, and the result is a spontaneous mutation. We might consider a mutation to be either “good” or “bad” in the sense that any change that helps a creature live more easily and comfortably is good and that the reverse is bad. It seems reasonable that random changes in the gene pattern are almost sure to be bad. Consider that any creature, including man, is the product of millions of years of evolution. In every generation those individuals with a gene pattern that fit them better for their environment won out over those with less effective patterns—won out in the race for food, for mates, and for safety. The “more fit” had more offspring and crowded out the “less fit”. By now, then, the set of genes with which we are normally equipped is the end product of long ages of such natural selection. A random change cannot be expected to improve it any more than random changes would improve any very complex, intricate, and delicate structure. Evolution of the horse (skull, hindfoot, and forefoot shown). Note the changes over a 60-million-year period from the Eocene era to the present. Pleistocene and Recent Pliocene Miocene Oligocene Eocene Yet over the eons, creatures have indeed changed, largely through the effects of mutation. If mutations are almost always for the worse, how can one explain that evolution seems to progress toward the better and that out of a primitive form as simple as an amoeba, for instance, there eventually emerged man? In the first place, environment is not fixed. Climate changes, conditions change, the food supply may change, the nature of living enemies may change. A gene pattern that is very useful under one set of conditions may be less useful under another. Suppose, for instance, that man had lived in tropical areas for thousands of years and had developed a heavily pigmented skin as a protection against sunburn. Any child who, through a mutation, found himself incapable of forming much pigment, would be at a severe disadvantage in the outdoor activities engaged in by his tribe. He would not do well and such a mutated gene would never establish itself for long. If a number of these men migrated to northern Europe, however, children with dark skin would absorb insufficient sunlight during the long winter when the sun was low in the sky, and visible for brief periods only. Dark-skinned children would, under such conditions, tend to suffer from rickets. Mutant children with pale skin would absorb more of what weak sunlight there was and would suffer less. There would be little danger of sunburn so there would be no penalty counteracting this new advantage of pale skins. It would be the dark-skinned people who would tend to die out. In the end, you would have dark skins in Africa and pale skins in Scandinavia, and both would be “fit”. In the same way, any child born into a primitive hunting society who found himself with a mutated gene that brought about nearsightedness would be at a distinct disadvantage. In a modern technological society, however, nearsighted individuals, doing more poorly at outdoor games, are often driven into quieter activities that involve reading, thinking, and studying. This may lead to a career as a scientist, scholar, or professional man, categories that are valuable in such a society and are encouraged. Nearsightedness would therefore spread more generally through civilized societies than through primitive ones. Then, too, a gene may be advantageous when it occurs in low numbers and disadvantageous when it occurs in high numbers. Suppose there were a gene among humans that so affected the personality as to make it difficult for a human being to endure crowded conditions. Such individuals would make good explorers, farmers, and herdsmen, but poor city dwellers. Even in our modern urbanized society, such a gene in moderate concentration would be good, since we still need our outdoorsmen. In high concentration, it would be bad, for then the existence of areas of high population density (on which our society now seems to depend) might become impossible. In any species, then, each gene exists in a number of varieties upon which an absolute “good” or “bad” cannot be unequivocally stamped. These varieties make up the gene pool, and it is this gene pool that makes evolution possible. A species with an invariable set of genes could not change to suit altered conditions. Even a slight shift in the nature of the environment might suffice to wipe it out. The possession of a gene pool lends flexibility, however. As conditions change, one combination of varieties might gain over another and this, in turn, might produce changes in body characteristics that would then further alter the relative “goodness” or “badness” of certain gene patterns. Thus, over the past million years, for example, the human brain has, through mutations and appropriate shifts in emphasis within the gene pool, increased notably in size. About HackerNoon Book Series: We bring you the most important technical, scientific, and insightful public domain books. ). THE GENETIC EFFECTS OF RADIATION This book is part of the public domain. Asimov, Isaac. (October 13, 2017 . Urbana, Illinois: Project Gutenberg. Retrieved June 2022, from https://www.gutenberg.org/files/55738/55738-h/55738-h.htm#c8 This eBook is for the use of anyone anywhere at no cost and with almost no restrictions whatsoever.  You may copy it, give it away or re-use it under the terms of the Project Gutenberg License included with this eBook or online at www.gutenberg.org , located at https://www.gutenberg.org/policy/license.html .

The Spontaneity of Mutations

Understanding a market isn’t about watching a trend evolve but about understanding what is behind the trend and where it will go next. In this article, I’ll share our vision of the processes that are now impacting — and how to use them to create a successful strategy. GameFi You have to analyze GameFi in combination with classic GameDev, together with the general consumer leisure trends. Such emerging and rapidly growing niches of the entertainment industry as GameFi can’t exist in isolation from the social trends or from the economy. Therefore, in the first part of the article, I will focus on the financial aspect (the Fi in GameFi) and then turn to the reasons and prospects for the trend. Intangible assets are becoming an ever more important part of the current economic model — especially now that you can buy, sell, and trade them. The rights to these assets are separated from the assets themselves and traded as NFTs, tokens, stocks, coins, and other derivatives. This is a trend. The most important part is that we’re seeing a new proto-market emerge — that of time spent on entertainment and leisure. This turns hobbies and leisure time into yet another way to buy and sell people’s labor. For companies producing products, rewards in the form of NFTs, tokens, and other liquid assets become another way to redistribute profit. Offering the most attractive terms for players will soon become a crucial part of a sales strategy and of a product life cycle. It will allow businesses to create a strong economic link between the consumer and the product — and make the player depend on the product not only emotionally but also financially. We can see this trend in the evolution of Play-to-Earn projects in developing countries. If you look at the NFT adoption and P2E audience metrics globally, you’ll see that regional leaders and semi-peripheral countries dominate. Their population is wealthy enough to afford a smartphone with an internet connection. But it’s also poor enough to view playing P2E games for many hours daily to earn $1000-1500 a month as a great alternative to a traditional career. We are talking about an urbanized, tech-savvy population, the share of which in developing countries is constantly growing. These countries don’t have advanced state support systems. As a result, dozens of millions of people who have the same access to information, innovation, and the internet as in the West, but don’t have the same economic guarantees, have to find their place in the modern digital economy — and fast. For example, India has an urbanization ratio of just 35%, whereas the average global value is 56%. In this context, as the adoption of digital technology and crypto in developing countries increases together with their population, there is fertile ground for new monetization tools to evolve. This trend is shaped by the audience’s interest and the profit share that product providers are ready to allocate to attract new users. The next step is selling new derivatives based on the time spent playing and one’s achievements in the game; users basically exchange precious minutes of their lives for tokens. Subscriptions, expensive weapon skins, or a high level achieved by one’s characters don’t motivate this target audience as much as an opportunity to earn a stable income. The example of India, which recently introduced a on profits from virtual digital assets, shows how fast countries can monetize this trend. They transfer the costs, social responsibility, and risks onto the people working in this new industry of monetized entertainment, leaving them to fend for themselves. flat 30% tax The high adoption speed and the much more flexible approach to DeFi that we see in developing countries logically follow from them having to play catch-up with the core capitalist states. India, Brazilia, Vietnam — these countries haven’t benefited all that much from the modern economic model. However, crypto gives them a chance to financialize their citizens’ time and become more independent from the traditional fiat reserve currencies (USD, euro, franc, etc.) by prioritizing the new attention economy. 1) We are likely to see a vast range of projects centered around users who earn a comfortable living by playing games on a daily basis. Such users will act as working advertisements for GameFi projects; they will also become a valuable resource that projects will fight over. 2) Financial derivatives based on user actions, attention, and gaming time. Hobbies and leisure will be financialized, and users will choose leisure pastimes based on their financial efficiency. I am sure that eventually, we’ll see portfolios consisting of NFT holders, traded by both gaming projects and financial institutions. This new asset type will be just as profitable and liquid as subprime mortgages. 3) Income increase and fast smartphone and internet penetration in developing countries. It takes time for the benefits of the post-industrial revolution to reach developing countries, but the weak stream of digitization has already turned into fully-flowing rivers in the shape of the OnePlus or Samsung production sites in India and Brazil. The number of smartphones isn’t an isolated fact or just a sign that mobile games are about to become fully dominant, but also a sign of people’s increasing ability to pay for material goods. Those who could only dream of a smartphone a short while ago will buy one soon — and then purchase an NFT skin in a game. The consumer society works the same way in any country. It’s this consumer society that we’ll discuss in the next part of the article. In this new reality, AAA PC games selling for $80 without a DLC and requiring an expensive gaming computer to run will look like an unnecessary luxury. This doesn’t mean that large and expensive AAA projects will die out — but they will have to evolve. For example, Take-Two Interactive has had to split the sequel to its popular GTA franchise to focus on DLC (downloadable content). This helps increase the period throughout which the product continues to earn money — an urgent issue considering inflation and the long and expensive production process. You could say that games are split into smaller segments for studios to keep making money and for players to remain entertained. In the next part of the article, we’ll talk about the society that shapes these trends — and how they, in turn, impact the society. Conclusions 1. Developing countries will drive GameFi adoption thanks to their low starting incomes, fast urbanization, and even faster digitization. The most engaged GameFi audience will consist of people with whom Web3 is the first iteration of the Web that they come in contact. 2. More and more gaming studios will turn to mobile games — thanks both to the lower development costs and the fast spread of smartphones. 3. The governments of developing countries benefit from the spread of crypto. For them, it’s a new way to earn extra income without taking any additional action. 4. AAA-tier gaming projects will introduce DLC mechanics and in-game purchases. Such games take longer and are more expensive to create, but built-in monetization will compensate for this by extending the cycle of profitability. 5. GameFi tokenomics and economics will take center stage as yet another tool to attract and retain players. 6. The time spent playing and enjoying various forms of entertainment will be increasingly financialized. 1) We are likely to see a vast range of projects centered around users who earn a comfortable living by playing games on a daily basis. Such users will act as working advertisements for GameFi projects; they will also become a valuable resource that projects will fight over. 2) Financial derivatives based on user actions, attention, and gaming time. Hobbies and leisure will be financialized, and users will choose leisure pastimes based on their financial efficiency. I am sure that eventually, we’ll see portfolios consisting of NFT holders, traded by both gaming projects and financial institutions. This new asset type will be just as profitable and liquid as subprime mortgages. 3) Income increase and fast smartphone and internet penetration in developing countries. It takes time for the benefits of the post-industrial revolution to reach developing countries, but the weak stream of digitization has already turned into fully-flowing rivers in the shape of the OnePlus or Samsung production sites in India and Brazil. The number of smartphones isn’t an isolated fact or just a sign that mobile games are about to become fully dominant, but also a sign of people’s increasing ability to pay for material goods. Those who could only dream of a smartphone a short while ago will buy one soon — and then purchase an NFT skin in a game. The consumer society works the same way in any country. It’s this consumer society that we’ll discuss in the next part of the article.

Long-Term Game-Fi Trends to Look Out For 

E-Commerce has spiraled due to the pandemic environment, leading to irreversibly enhanced online shopping The pandemic changed many long-established habits of consumers, most of all, their shopping habits. For instance, as Statista records, global retail e-commerce sales in 2020 were close , compared to $3.35 trillion in 2019. In the U.S., in 2021, e-commerce sales would probably end up increasing more than they would have during pre-pandemic times. to $4.3 trillion $147 billion As it happened, many offline stores that had never engaged in e-commerce were compelled to do so during the pandemic lockdowns, for the sake of survival. In the process, some small businesses and prospered, other struggled to keep afloat. excelled Moreover, the EY Future Consumer Index, that has analyzed the behavior of thousands of consumers since the start of the pandemic, is discovering that of consumers in the U.S. are still modifying the way they shop; 60% of consumers have reduced their in-store shopping compared to pre-pandemic levels, and 43% are buying online more often, products they used by to earlier buy in-store. 80% In fact, as the latest research by PwC finds, there appears to be a “historic and dramatic shift in consumer behavior” because of the pandemic. With most people working remotely as the pandemic escalated, and many continuing to still work remotely, they moved to a trend of shopping around online for the best deals. The report also says that consumers believe their newly-created habits are not likely to disappear when the pandemic is done. For instance, studies by the management consulting firm McKinsey found that product categories like over-the-counter (OTC) medications, groceries, household supplies, and personal-care products anticipate over increase in online shoppers.  Furthermore, more selective personal purchases like beauty products, perfumes and jewelry also expect to see over 15% increase in online purchases. As observed, “consumer intent to shop online [post-pandemic] continues to increase, especially in essentials and home-entertainment categories.” 35% McKinsey Meanwhile, studies by McKinsey found that the shift in online shopping was mainly seen in the categories of high-income earners and millennials, as they make online purchases on essential as well as non-essential items. Gen X is also purchasing more online with the advent of the pandemic, but not to the degree of millennials. On the other hand, Gen Z has shifted to online purchases on specific categories such as clothes and shoes, takeout/delivery of food and home entertainment. Moreover, through their studies, McKinsey saw another dramatic departure from existing and well-understood consumer behavior; there is an unmistakable decline in brand loyalty today. Research indicates that 75% of consumers in the U.S. have experimented with a new shopping behavior, while over a third of them have tried new products. So, it appears that . This trend of declining brand loyalty is partly due to supply chain problems leading to many popular items being out of stock.  Another reason that online shoppers give to excuse their decline in brand loyalty, is the degree to which the products they seek are available online and in-store.   As the EY Future Consumer Index discovered, only 21% of consumers in the U.S. are ready to forgive brands and retailers for supply problems during the pandemic. From a marketing perspective, this situation emphasizes the urgency of being sensitive and alert when shoppers seek out new brands or retailers; marketers are thus compelled to manage the logistics and to make sure the product or service is available to the Millennials. In other words, 79% of consumers are unwilling to accept the pandemic as a good enough reason for delayed orders. Moreover, having tasted the liberation of trying new products, 73% of consumers who did try new products say they will continue trying new products in the future. 36% of coupon users will purchase elsewhere Also, as the pandemic progressed, e-commerce transformed from an eternal top priority in retailers’ three-year plans, to an lifeline to stay in business beyond the pandemic. Furthermore, from May-July 2020, retailers made e-commerce investments, acquisitions and partnerships worth about $10 billion. Some of these investments were for “ghost-kitchens” which were restaurants with an area to house kitchen equipment, with no space for having in-dining facilities. Others included “dark stores” which were spaces that converted to distribution centers facilitating online purchases. urgent From another perspective, e-commerce thrived with the realization that came with the pandemic, that the geographical location is less consequential than having Internet access. As this reality sank in, more and more people who lived in urban centers, moved to less urbanized areas with more space and less congestion. The ease of contagion of Covid-19 in densely populated cities led to this trend to move away from perpetual crowds. As survey results showed 22% of people were planning to live away from crowded urban areas in April 2020, while the percentage increased to in the most recent Index data. 26% As is apparent from research studies, the pandemic has led to a significant rise in e-commerce, which is spiraling even further as the pandemic continues to challenge consumers with the need for safe shopping, away from people. This situation keeps pushing consumers to continue with online shopping rather than visit stores and expose themselves to the virus. What is more, this e-commerce trend is unlikely to recede anytime soon. So, what to expect in ? 2022 It is going to be the new normal in e-commerce too. Pay attention to behavioral triggers of customers to know which product will have more appeal Provide personalize dynamic email content tailored to individual shoppers Generate unique discount coupon codes for individual customers Engage advanced chatbots to guide online shoppers to relevant products Develop your business for mobile devices first, then scale up, to ensure a seamless experience across devices The businesses that can thrive are those willing to adapt to the monumental change in shopping perception. As Jean-Paul Agon, Chairman and CEO of international cosmetic company, L'Oréal, said, “E-commerce isn’t the cherry on the cake, it’s the new cake.”

E-Commerce as the Cake, Not the Cherry on the Cake

How technology is transforming the way food and beverages are produced, delivered, and consumed globally. Together, the food and agriculture sector encompasses one of the biggest industries globally, with more than 7 billion customers that need to be constantly served. To meet the growing demand, the industry has seen a surge of advanced technologies (e.g. Artificial Intelligence or AI) usage in recent years. COVID-19 has revealed the need for using technologies to sustain our global food chains. Consequently, companies are investing in automating their processes and are relying more and more on AI-based technologies. The FoodTech ecosystem comprises all the food and beverages entrepreneurs as well as start-ups, which harness the capability of technology for the manufacturing, processing, packaging, delivery, and marketing of food products. Сompanies have come to incorporate and rely on a range of technologies to streamline their operations and boost output. According to Emergen Research, the FoodTech market is estimated to reach a valuation of $342.5 billion by 2027, with a CAGR (annual growth rate) of 5.7%. These include the widespread use of Advanced Analytics, Big Data, E-Commerce, IoT, Machine Learning, Robotics, Smart Waste Disposal and Recycling, Supply Chain Management, Sustainability Solutions, Artificial Intelligence, and Blockchain. However, to meet the growing and, more importantly, the changing demand of a growing population, the industry needs to further cultivate innovation by using state-of-the-art technologies in all its enterprises. The industry currently faces significant challenges from consumers who are demanding healthier, sustainable, and more personalized food products. Moreover, the effects of climate change and the slow recovery from the COVID-19 pandemic continue to disrupt this already unstable industry. Factors changing the face of the FoodTech industry Food is no longer just a means of sustenance. People today have a unique perception and demand for the kind of food products they would like to include in their lifestyle. This is based on the following trends: Increasing awareness among health-conscious consumers has led to strong demand for healthy food products. . With new insights into our health and nutrition requirements, people want personalised products to meet their individual needs. Demand for healthy food with better quality In 2021, 67% of consumers seek more in-depth information about the food they consume With new insights into our health and nutrition requirements, people want products that are personalised to meet their individual needs. Quality of the food products also becomes more critical than ever as people are willing to pay more for higher quality. The increasing use of the internet globally has resulted in consumers’ access to almost unlimited sources of information about any item or ingredient in a matter of seconds. It is worth noting that people are paying more and more attention to their health, and taking care of themselves has become one of the highest values. In recent years, more and more individuals have given up drinking alcoholic beverages. Some of them choose natural alternatives to their drinks such as water or juice. Responsible drinking as the nearest future However, the beverage industry has not been left out, and now more and more companies are starting to produce what is known as “no-abv” and “low-abv” products. No-alcohol, as well as low-alcohol versions of popular spirits and wines, are now common, and more and more people prefer these options. Some tremendous progress will be seen in education on responsible drinking for people who prefer alcoholic beverages. This is moving fast into the category of social sustainability, becoming an inherent pillar of all forward-thinking beverage producers. A wide range of companies provide their customers with the information to ensure they understand the impact of alcohol on their health. One of such organisations is the that invests in and implements evidence-based harm reduction programmes, sustainable interventions, education, and awareness to address the harmful consumption of alcohol across areas of focus. However, the most impactful progress is to be made when AI technologies will be actively implemented in this area. Association of Alcohol Responsibility and Education Because, in addition to education, it is all about identifying individuals who are moving in the wrong direction and being able to intervene earlier. What is required is data and information analytics to be able to identify this. We will soon see the creation of a tool for validating information and implementing it on the consumer level in a consumer-friendly way. The FoodTech industry is rapidly moving towards higher digitalisation of the different systems to improve customers’ experience. Technology is shaping new ways of how products are manufactured, packaged, and delivered, how they taste and ,finally, how they are discarded. In addition, reduced availability of staff members and a higher wage demand are propelling many companies to invest in the declining cost of technology. Development of new technologies Companies are also using extensive and readily available customer data to benefit their operations in the current information age. For instance, using Machine Learning to conduct deep profiling can allow producers to perform consumer segmentation driven by affordability. Similar uses of AI and other data-led approaches can help them address many prevalent health concerns like obesity and nutritional deficiency and provide solutions to those who need them. Technologies such as blockchain, AI, and the Internet of Things can only be used best if the supply chain is optimised, which leads to further improvements in the efficiency and productivity of the supply network. A well-established organisation’s supply chain is critical to quality customer service. A high-performing supply chain ensures high business productivity, so customers get what they want and where they want it on time. Supply chain optimisation Moreover, supply chains have significant social and environmental impact. It is important for the modern consumer to know if products are produced in an environmentally friendly and ethical manner, using renewable or low-impact methods. However, after the COVID-19 crisis had shocked the world, people started to talk about the global supply chain crisis. All the problems are directly or indirectly related to the surge in consumer demand after the pandemic, but at the same time, they threaten what one leading economist calls a” ” that could knock the world economy off course. stagflationary wind . As of now, the worst is over. “The supply chain problems are much more persistent than most policymakers expected, although companies are less surprised,” said Mohamed El-Erian, and adviser to Allianz and president of Queens’ College, Cambridge It becomes critical for FoodTech companies to demonstrate their commitment to sustainability and environmental protection. This is being realised by many food packaging companies which were the first to turn it into an opportunity for brand identity. Need for sustainability and higher efficiency They achieved this through the widespread adoption of sustainable solutions for creating holistic products, which are healthier for the individual and the planet. Another sustainability-led target area is to provide convenient food preparation solutions that minimise food and packaging waste. Using innovative technologies to achieve these demands can help companies capitalise on important social trends. A wide range of brands is revolutionising how food is produced and taking steps to preserve human life on Earth. One of such brands is Organic Valley. To minimise the impact of grazing on air quality, reduce the need for antibiotics, and avoid negative effects on the soil, the company uses organic pastures and provides its livestock with natural food. farmers are committed to conserving their cows in pasture as much as possible and taking care of their land to support the lives of all members of the ecosystem. Organic Valley Additionally, many governments are adopting an extremely proactive approach to sustainability both environmental and social. For example, the Republic of Ireland, one of the leading territories in this field, has implemented a special programme called , which is offered for participation to all Ireland-based businesses. The members benefit from extra government monetary and resource support in return for achieving the progressive annual goals. According to the , this allows Ireland to become the second (after Finland) most “food secure” country in the world. Origin Green Global Food Security Index Emerging technologies for the FoodTech sector The traditional operating model is no longer sufficient for food and beverage market participants in a rapidly changing environment. Technology is transforming into a completely new industry with a new operating model, in which innovation, human health, and sustainability play a crucial role. What is more, technology has become an indispensable ingredient, proven by growing investment. solutions aim to optimise and automate a range of processes in food manufacturing. This is especially convenient due to the food safety regulations that require transparency over the entire path of the food in supply chains. Using automated technologies, manufacturers can better monitor and regulate the quality of final food reaching the customers. AI-based chatbots installed in typical food-based mobile applications allow better connectivity between the providers and consumers. Artificial Intelligence and Machine Learning For example, offers its customers more than 3,500 different drinks, and, naturally, the question arises as to how the corporation chooses which flavours to create. Before the advent of AI, the company conducted surveys, and now Coca-Cola maintains several soda vending machines. These fixtures allow consumers to create their beverages by mixing different Coca-Cola liquids. Hundreds of consumers made their drinks in each of these fountains, and the results were further explored using AI. Coca-Cola The adoption of in the FoodTech industry further complements the regulation activities by helping to control maintenance systems and conduct error-free operations. This also allows the remote management of these facilities with trickle-down effects seen in higher yield and lower food waste. IoT technology is useful when conducting analytics to boost business, reduce expenses, and research new market trends. When implementing Big Data, the right tools have allowed restaurant owners to gather customer data in real time and implement timely solutions. Knowing which products are making the most sales, what price range is accepted for the customers, and how the staff performance varies across departments — are some of the questions that can be answered through the use of Big Data technology. Some other housekeeping functions of Big-Data-powered software and hardware can allow producers to quickly correct potentially costly mistakes like replacing damaged products during transportation. Big Data The group of companies is actively applying solutions based on Big Data with different goals. One is the , which uses Big-Data software to process and analyse huge datasets from more than 170 locations all around the USA. In contrast, uses sensors, processing and analysing data to monitor product and environmental conditions during transportation. Cheesecake Factory FreshDirect The use of in tracing the journey of food products can also aid in reducing food wastage. Starting from inventory management and to the final shipment of products, one can find out where exactly a problem lies, if any. Blockchain technology One of the companies implementing this emerging technology is retail giant Walmart, which has used blockchain to track and trace lettuce supply chains, considered the next-generation food safety solution. The blockchain could track food delivery to the manufacturer in just 2.2 seconds. Walmart Usage of creative food images has become less important due to the introduction of in the food industry. This is replaced by a higher significance on the matter of transparency. Customers want to know what exactly goes into making their food products and how it will affect their health. Another aspect of this is cultural education. AR and VR-based technologies can help customers embrace new dishes. Augmented and Virtual Reality (AR and VR) A wide range of FoodTech companies are using for marketing purposes and sales to increase their brand awareness. These are the new tools that can help producers further build their brand awareness campaigns and increase sales by introducing the digital product. The idea is to offer ownership over limited merchandise. On the one hand, the act of participating in digital auctions for an NFT can create excitement and generate buzz for the brand. On the other hand, NFT is bound to replace traditional merchandise with digital items coming ahead of physical goods. For example, Non-Fungible Token (NFT) technology Pringles announced the release of a new limited-edition flavour called “CryptoCrisp”. According to Food & Wine, only 50 “packages” of the new flavour were made, and they exist in the form of NFT artwork. In addition to these emerging technologies, direct distribution of food items is also a growing trend in the FoodTech industry. It leads to operational efficiency by providing a direct channel for brands to reach their customers. From mass-produced to specially made: the rise of personalization in the FoodTech sector Another big trend sweeping the FoodTech industry currently is the move towards personalisation. Several CPGs like Nestle and Mars are actively working on innovating their business models to facilitate the delivery of personalised food products. There is a growing demand for more personalised experiences in several leading world industries. Data collected by Forbes magazine suggests that 80% of consumers are more likely to purchase from a brand that provides personalised experiences. In comparison, 63% of consumers will stop buying from brands that use poor personalisation tactics. Although several companies have incorporated personalisation tactics into their brand identity, one area where this can be seen is the meal delivery kit offered primarily for the busy modern urbanites and tailored to meet their values. However, there are several roadblocks currently preventing the industry from implementing personalised solutions. For established corporations as well as start-ups, this requires a change in their business model and operations. Industrialisation means that facilities are geared up for low-cost mass-production, making it challenging to accommodate tailored offerings. Finding large-scale ways to meet these demands is a work in progress. Production and distribution facilities will need to be better adapted. After all, it is worth remembering that companies using innovative technological solutions will soon find themselves at the forefront of a lucrative multimillion dollar industry. What lies ahead: future industry landscape The way food is produced, delivered, and consumed all over the world is evolving rapidly. Adoption of new technologies and the emphasis on staying ahead of the changing times is key for transforming the FoodTech sector. Those brands that can find ways to leverage technology and move forward based on scientific, consumer, and market intelligence will be undoubtedly successful. A plethora of new technologies is helping the industry cater to the changing needs of people. Ensuring that operations are sustainable and cause minimum damage to the environment is still a major challenge. And with all the opportunities brought on by automation and digitalisation, it also brings increasing complexity in operations that need a more skilled workforce. Customers are now consuming healthy foods of better quality and are also interested in companies that make it a point to be transparent. They consider the labelling of ingredients a pivotal element. Among other factors, sustainable food industries can mitigate environmental problems by reducing nondegradable food packaging waste as well as minimising carbon dioxide emissions, among other things. Customers become more interested in sustainable food companies. An independent 2021 survey found that 78% of Americans would prefer to buy environmentally friendly products. Food safety and traceability are also a growing concern fuelled by customers increasingly thinking about the quality of food they consume. “We are after all what we eat”. Technologies like Blockchain and IoT allow real-time food monitoring, transparency, and end-to-end traceability. Jean Pougnier, CEO of Crop Enhancement, mentioned that “Traceability will expand beyond food safety and production methods to encompass aroma, flavour, texture, nutritional benefits and other aspects of food quality.” Through Big Data and NFT technologies, more advanced forms of marketing are now available to help owners of products keep track of quality by engaging global customers. More and more consumers are choosing online outlets over brick-and-mortar retailers, which has resulted in manufacturers selling their products on a platform that offers easy-to-use functionality to allow direct contact and relationship building between manufacturer and consumer. It would not be wrong to say, technology has had a substantial impact on the FoodTech industry. Personalisation is also shaping the landscape of food and beverage as “fit to measure” products become a go-to trend in all production. The new trend is called “food as a medicine”. This means that personalised nutrition is getting more and more popular. Now, companies can design products based on what their customers want to consume, they are focused on how to engage these customers and deliver them the experience they deserve. Undoubtedly, adapting to the consumer’s universe through personalisation is the key to success for brands. “It’s commanding the attention of the industry — the idea of using food as a way to prevent or even reverse disease. Our understanding of inflammation, obesity, and the human microbiome is allowing us to create solutions unheard of a decade ago”, said Oliver Katz, conference producer of the Future Food-Tech Summit. The emerging FoodTech sector has replaced the traditional food industry (including beverages and agriculture). Companies that fail to notice this transformation are bound to be left behind in the marketplace. The industry and consumers are eager to incorporate new ideas and practices, and I am confident that novel concepts such as 3D food and fully automated restaurants will soon become commonplace for us. The future will surely be an exciting place to eat! Article is also published on Medium: https://medium.com/foodtech-industry/using-innovation-to-feed-the-world-the-changing-landscape-of-the-foodtech-sector-51a0873d6c1d

Super Sizing Technology to Improve the Food Industry

In the wake of the global pandemic, one of the last things on consumers’ minds has been traveling. However, as communities across the globe have started to reopen for business, exploration is once again an option for many. Athletic and outdoor brands that survived the pandemic are seeing a rise in brand engagement. Not all brands were as lucky as the North Face, which not only survived the pandemic but managed to thrive during it. How did a company focused on getting outside the home thrive during the past year? Steve Lesnard discussed this and more during his recent appearance on the Podcast. Product Talk STEVE LESNARD & PRODUCT TALK Steve Lesnard is the . He has over two decades of experience working in the athletics industry as a marketer and has worked with elite athletes worldwide. In his previous position, he launched several industry-changing product innovations, which were vital in the exposure and growth of the company. His tenure as a footwear-oriented marketing and project manager exposed him to Olympic athletes and drove changes to the very structure of his former company’s core footwear products. His contributions directly led to a $5.3 billion yearly global revenue to the company. CMO and Global VP of Product Creation at The North Face As well as working with Olympic athletes, his work allowed him to travel across Europe, the Middle East, and Africa as his previous company’s brand director for women & cross. This position allowed him to showcase his marketing skills: focusing on women’s-only branding and incorporating strong women entrepreneurs like Jamie King and Rhianna. Steve Lesnard grew up in Corsica, France, but traveled extensively while he was young. He cites his experience of different cultures as providing a foundation for marketing. Specifically, he wanted a career that would allow him to bring brand awareness to brands worldwide. The challenge of marketing products to different cultures excited him. In a recent interview, he noted that sports and athleticism are what he believes to be a universal language. He approaches sports-based brand marketing as an opportunity to find common ground between all cultures via a brand. It was this approach that brought Founded by SC Moatti, the founder of , is about developing products with a purpose. Moatti is focused on defining what maximizes engagement in brands and focuses on products leading the way in that search. Each podcast features a new host and a new guest who is one of the biggest names in marketing. Steve Lesnard to the Product Talk podcast . Products That Count Product Talk Product Talk Steve Lesnard overviewed his storied career to begin the podcast. But aside from his past accomplishments, the host started their conversation about product innovation with a question about his favorite or most memorable product launch. As someone who has spent a career working in some of the most successful athletic brands in the world, this wasn’t a question Lesnard took lightly. He even said that he thinks of most of his product launches as his “babies.” However, the ones that stuck out the most to him were the ones that brought something new to the table but could also reach people en masse. His position at the North Face consistently challenges him to do this, but it’s not hard to see why when you look at the brand’s history and logo. The North Face’s logo represents Yosemite’s Half Dome: a rock wall that is iconic and athletically challenging. Climbers flock to Half Dome to challenge themselves and find new and innovative ways to scale the summit. It’s the perfect “mascot” for a company like The North Face, which consistently tests and improves its products. Product launches start with an identification of product purpose and graduate to creation. During the process, Steve Lesnard likes to ask, “does this product solve or improve a customer experience?”. Like their FutureLight products and SummitSeries Advanced Mountain Kit, recent notable releases from The North Face do just this. FutureLight took common customer concerns about waterproof materials and flipped them on their head. Many waterproof materials are breathable but not waterproof, and vice versa. This material is both. For the Advanced Mountain Kit, The North Face synthesized the needs of alpine athletes. As a result, they created a light, ultra-warm, and protective product against the elements. As a marketer, these two products, among many, hit upon two big goals of his as a CMO: innovation and disruption. Discussion about these products led to another question: For Steve Lesnard, a great product is a product that inspires. “When you go on a trip, what are you going to put in that bag? If you can [create] a product that consumers will choose over and over again, that is what makes a great product.” Testing and improvement are two more essential parts of creating a great product, and therefore, a great brand. Getting stuck in old ways doesn’t benefit companies – it’s a combination of what works combined with what’s innovative. what makes a great product? WHAT MAKES A GREAT PRODUCT MARKETING CAMPAIGN? Steve Lesnard has worked with hundreds of leaders in marketing over his career and has counseled hundreds of others. In the middle of the episode, the host and Lesnard delved deeper into what makes a great product marketing campaign. Lesnard’s takeaway from his career is that a great product marketing campaign is about finding the right way to tell the story about a product. ? He starts with the inspiration for the product, then lets the product do the talking. The secret to his success Behind each product, there’s the origin story, the intended user, and the purpose. But Steve Lesnard thinks there’s a secret to beating out competitors that transcends this. He calls this the “Magic Sauce” for a product, and it’s not always readily apparent. What it comes down to is this: can your product transcend its original use? Lesnard points out that whenever The North Face creates a new product, they create it for pro alpinists. However, their success has been in its usefulness to others. For instance, New York has a deep connection to the North Face and what Lesnard calls an “concrete jungle.” The same things that drew alpinists to the North Face gear also draw urbanites to it, but for different reasons. It is light enough to get you from point a to point b without wearing you down. It’s waterproof to protect against the slushy, cold winters. It does what it was designed to do – the company just never imagined it would be helpful to people in an urban setting. THE NORTH FACE VS. THE PANDEMIC The urban is just what had to contend with during 2020, however. The pandemic kept record numbers of people inside and away from the outdoors – something the company had to contend with. Rather than taking the year as a threat, Lesnard took it as an opportunity. He saw this moment as a way to build something iconic by looking at human trends. Authenticity is essential to all consumers, so he started a pandemic-oriented marketing message and outreach campaign. North Face CMO Steve Lesnard The pandemic was a good time to address issues in and among the outdoor community, and 2020 was a time for intense social change. In keeping with the spirit of the outdoors, The North Face addressed a massive issue among the outdoor community – getting People Of Color involved in the outdoor community and getting them into the outdoors. In the past, The North Face has contributed $10 Million to the Explorer’s Fund. They continued contributions toward the Explorer’s Fund. They participated in social media campaigns to stop the bullying of Black athletes and were one of 4,000 companies who stopped Facebook ads during a week of social justice solidarity last year. Steve Lesnard also took the pandemic to address businesses, specifically CMO’s, with challenges that reared themselves during the pandemic. True to form, this revolved around adapting to meet customer needs. Last year, communities needed support. The most successful businesses focused not only on supporting themselves but on supporting others. “Where Should People Be Going?” If there was one takeaway from Steve Lesnard’s appearance on the podcast, it was this: Lesnard is a people person, which is important in brand longevity. Product Talk But rather than taking the pandemic hard, he found a way to work with it that involved others. He worked with athletes from their homes, engaged with social media, and found a way to connect people with the brand in a new and unfamiliar marketing territory. Now that more people are vaccinated, it’s time to start thinking about getting outside again. Steve Lesnard is all about local exploration, telling the podcast host that while many of us may not be able to travel the world yet, there’s still a lot to be seen around where we live. “Have the curiosity to look around the corner and ask yourself: could I go a little further?” He says. Then, “[Ask yourself] can I try something new or different? Because the outdoors is a great place for people to discover” Finally, Lesnard recommends this: Don’t plan too much for your next exploration. Focus on present action and get inspired by what’s around you – something that anyone can apply to marketing and everything else in life. Also published on: https://www.thewowstyle.com/steve-lesnard-the-cmo-and-global-vp-of-product-creation-at-the-north-face-joins-the-product-talk-podcast/

URBANIQE

urbaniqe.com

-- employees

Since n.d.

COMPANY RANKING

URBANIQE

EVERGREEN INDEX #11436

Representing this company? Click here to claim and customize this page!

Urbaniqe WIKI

Apply to get your Tech Company News Page live on HackerNoon.com today!

URBANIQE

urbaniqe.com

-- employees

Since n.d.

COMPANY RANKING

URBANIQE

EVERGREEN INDEX #11436

RELATED COMPANIESRANK

STORIES ABOUT URBANIQE

Representing this company? Click here to claim and customize this page!

Urbaniqe WIKI

Apply to get your Tech Company News Page live on HackerNoon.com today!