“A VISION
OF FOOD
IN THE
21st CENTURY”
Dr. Mary K. Schmidl
mschmidl@tc.umn.edu
We Resist Change
A
detour is disturbing.
We fear getting lost.
Fear being in the wrong lane.
It takes extra energy.
DETOUR
When Times Are Good,
Change Can Be Avoided.
“Don’t
change a winning
“Don’t
fix what ain’t broke.”
game.”
“I’ll quite smoking tomorrow.”
But
I believe, when times are good,
change will be easiest.
The Food Sector
Not
a growth environment.
It is a changing area……And
therefore so must we.
What
we teach and know today
is useless in a decade… if we are
lucky! (often this happens sooner)
Learning Must Be
Continuous
Who,
a decade ago, would have forecast
the “now requirement” of the WWW?
Who
dares predict the tools we will use in
the food industry in another decade?
Will
you be skilled in using them?
Learning
must be continuous.
Competition Is Now Global
Software
from Bangalore….
Run
on computer chips made in
Taiwan….
Guided
by Malaysian cellular
phones…which
Manage
microsecond transactions on
stock exchanges that never sleep.
Whatever one’s business is-Journalism:
Competing for
supremacy with the first and best
story.
Food Industry: Embellishing foods
with “claims” to differentiate and
enhance their value.

Competition
is intense.
COMPETITION
How many organizations
do you know that have
thrived for many decades,
who are now closing their
doors or appearing after
the hyphen?
Why?
Their
history blinded their
vision,
Century old habits embalmed
their efforts and
They
looked backwards for hope
while stumbling into their
graves.
Everyone Needs A Continuous
Vision For Change
Change
is no longer an option.
Vision
and innovation must be
created so that the food sector and
the consumers both emerge as a
constant winners.
Winner
Four Steps To Innovation
A
Vision
People
who champion
The
right research
The
right climate
Creating the Vision:
Understanding The Consumer
Quality
--Food safety through “eating”
--Excellent flavor, same
--Fresh, homemade
--Technology balance (green, GMOfree, organic, etc.)
Wellness
and Health Benefits
--Nutraceuticals, functional foods
Reasonable Price--Cost Benefit Ratio
Convenience
--The “15 minute meal”
Expected Time to Prepare A Meal
2.5 hours
Minutes
200
150
150
100
60
30
50
15
0
1930
1950
1970
1990
People are too tired to cook or do not feel like cooking.
FMI, 1996
Grab & Go Packaging “Portable Foods”
“Creating Time”
short and long term
Execute
highest priorities
--Pursuit of happiness
--Family
--Work
Living
better--longer
“Bing Time”
What Does The Consumer Want?
 Experiences
e.g.“Rain Forest Café”
•Sound/Mist
• Cool Sensations
•Smell-Tropical • Visual-gorillas, birds, fish
 “Transformation”
“Aspirations”
Become a better driver--radar system car
Become smarter, healthier
 Know
what consumers want,
What they want to be and
How far away they are from their goal.
Factors Driving The Trends
The
Economy (unemployment at all time low)
Rapid
An
advances in technology
aging population
and rising health care cost
Search for alternative or complementary
medicine (anti-establishment)

Shifting The Research
Global
Interaction
w/ Universities
but different
Intellectual
Mergers
Property or “Brands”
and Acquisitions
“Build It Or Buy It”
Mergers and Acquisitions

General Mills----Pillsbury

Kraft----Nabisco

Kellogg----Keebler

Unilever----Best Foods

Pepsi--Quaker Oats
The New Meal Vision
Appetizer
Oysters
on the half-shell
Processed
using high pressure
(45,000 psi) for 60 seconds
Not
only safe but easier to shuck
The New Meal Vision
Entree
Peppered
sirloin steak (“rare”) with
immune enhancing herbs
Standardized
Echinacea
Irradiation technology (E. coli 0157:H7)
“Post Package Processing”
In the 1950s and 1960s climate not right?
Maybe The US Consumer Is Ready….
Ground Beef
(E. coli)
Cured Meats
(Listeria)
Fresh Poultry
(Campylobacter)
Treated By Irradiation
Electron Beam Technology
(Cook to 160°F) ?
Hamburger Irradiation
Hueskins
Schwann’s
Dairy
Queen
Several supermarket
chains
New Technology ?
The New Meal Vision
Homemade Dessert
Chocolate
Hi
Chip Cookies
Technology Eggs
“Kid-Tasting Safe”
A Paradigm Shift: Low Temperature Long Time
(LTLT) processing: 100 minutes @ 58°C.
(7D: 5 log cycle kill)
“Kid-Tasting Safe”
Tamper Evident Seal
FDA has approved irradiation for eggs in shell.
The New Meal Vision
Dietary Supplement
Vitamin
E (750 IU)
Protection
Inhibit
from heart disease
oxidation of unsaturated
fats found in meal
Top Technologies
Material
Science
Biotechnology
Information
Food-Drug
Management
Interface
Top Technologies
Material
Science
--Ingredient-Ingredient Interaction
(amorphous Vs crystallize structure,
proteins and reducing sugars)
--Ingredient-Packaging Interaction
(oxygen scavengers, “smart” films with
antimicrobial surfaces or antioxidants, etc.)
90 vs 7 days
shelf life
Absorbs Oxygen and Creates Anaerobic Conditions
Time Temperature Integrators (TTI)
If the center bar is lighter than circle,
product has been stored at the proper temperature.
Italy: Proposed legislation “will require TTIs on
fresh and frozen food with a short shelf life.”
Temperature Control Inc
Top Technologies
Material
Science
--Ingredient-Ingredient Interaction
(amorphous Vs crystallize structure)
--Ingredient-Packaging Interaction
(oxygen scavengers, “smart” films with
antimicrobial surfaces or antioxidants)
--Alternatives To Heat-- invisible
technology (Gamma radiation, microwave,
pulsed electric field, pulsed light at high
intensity
Cool Pure Light Pasteurized Shrimp
20,000 times intensity of sunlight
Technologies such as this will give new meaning to the term “fresh”.
Top Technologies
Biotechnology
-- Chymosin
used in cheese making
--Drugs
insulin, nutraceuticals, etc.
--Biotech-Chem-Agri Business
GMO/GMO-Free;
World Wide negative reaction
Second Top Technology
Is Under Attack
Is The Climate Right ?
Positive : Design of Allergen Free Food
Low Cost, Nutritious, Edible Vaccines
Spoons Replace Needles
Scientists
insert a gene that enables the
tuber to make a nontoxic protein subunit of
the cholera toxin.
This
protein binds to mucosa cells and
triggers formation of antibodies against
cholera.
Bananas
and tomatoes being considered
Top
Technology
1958 ENIAC 18,000 lb 300 Meg memory @ 650 Hz
Top Technologies
Information Management
--Just-In-Time Computer Controls
Computer controlled processing
--Computer Modeling
Ingredient substitution; predictions if
pathogens will grow
--The Internet
Information for consumer; E-commerce
--Home Offices
Why drive to work?
--Analytical Information
Finding out what we do not know
9/24/02
Food Levels
Tornquist et al J Ag Food Chem Aug 14, 2002
Potato
chips 85- 3897 µg/Kg
Breakfast cereals 30-2300 µg/Kg
French fries 780 µg/Kg
Coffee 200-310 µg/Kg
Mashed potatoes 200 µg/Kg
Bread 13-150 µg/Kg
Meat balls 30-60 µg/Kg
Fried hamburger 14-23 µg/Kg
EU Report
http://europa.eu.int/comm/food/fs/sc/scf/out131_en.pdf
EU Recommendations
 Industry
should strive to achieve low levels
 Large ranges in each food suggest can lower
 Foods should not be cooked excessively
 Eat a balanced and variable diet
 Establish an acrylamide information network
 Further research
–Mechanism of formation
–Measures to reduce levels
–Bioavailability from food
–Epidemiology of exposure
Food Bio-Security
Disgruntled Employees
Top Technologies
Material
Science
Biotechnology
Information
Food-Drug
Management
Interface
Focus on Today
Chronic
disease
result of years of “wear and
tear” on the body
A
Tough
target for prevention &
cure (using surgery, drugs or
food)
May include a
food that
“simulates” a
conventional
food.
Brocco Sprouts
Johns
Hopkins School of Medicine
Sulforaphane
GS (Glucosinolate)
A natural anticarcinogenic compound
(inducer of detoxification enzymes)
1
oz. equals 1.25 pounds of cooked
broccoli (20 times concentration)!
Claims are required
by law to be truthful
and not misleading.
-FDA (label & labeling)
-FTC (advertising, unfair
and deceptive)
US Claims Allowed On Foods
Structure-Function
(DSHEA)
Notification Process
(4000+ submitted)
Disclaimer
Required
Statement
US Claims Allowed On Foods
Structure
Function (Foods)
No Notification To FDA/No Disclaimer
Bureau of Alcohol Tobacco and Firearms
(February 5, 1999)
Two approved statements for wine labels
“The proud people who made
this wine encourage you to
consult your family doctor
about the health effects of
wine consumption.”
Causes?
3800
cal/day available eating 3700 vs
3100 in 1960
More eating out 34% vs 19% in 1978
More snacking 17.7% of diet vs 11.3%
in 1980
Advertising and TV
Eat 230 lbs meat, poultry & fish vs
165 lbs in 1920
Causes?
Supersizing
fast food
–1957 fast food hamburger 1 oz 210
calories
–2002 6oz 618 calories
–Mac Extra value SuperSize = 1550
calories
–Same things in extra value meal
$3.74 vs $5.03
–Yet fat in diet 34% vs 40% in 1990
N.Y. MAN SUES, BLAMING FAST FOOD FOR
ILL-HEALTH July 26/02 Reuters
By Gunna Dickson
NEW YORK - A 5-foot-10-inch, 272-pound (177.8 cm, 123 kg) man has,
according to his attorney, sued four major fast food chains, claiming they
contributed to his obesity, heart disease and diabetes. The story says that the
class-action lawsuit, which was filed in the Bronx Supreme Court on July 24, is
seeking undetermined compensatory damages against McDonald's, Wendy's, KFC
Corporation, owned by Yum Brands Inc., and Burger King, on behalf of 56-yearold maintenance worker Caesar Barber and others. The story says that the
lawsuit, which estimates that millions of Americans could be included in the
claim, also seeks to have the companies label individual products with fat, salt,
cholesterol and other dietary content as
well as to warn users of the health effects.
New York attorney Samuel Hirsch, who is representing Barber, was cited as
saying consumers were not getting adequate warning about foods that could
cause obesity, diabetes, heart disease, high blood pressure and elevated
cholesterol levels, adding, "Fast food chains failed to disclose the
contents in terms of calories, fat grams and sodium. Even when posted, the
information is not easily understandable to the public."
Steven Anderson, president and CEO of the Washington-based National
Restaurant Association was cited as saying the lawsuit "gives frivolous a
bad name. This lawsuit, which solely makes restaurants responsible for
obesity in America, swallows a simplistic notion. It is a blatant attempt to
Obesity Bill
 WASHINGTON
- U.S. Senators Bill Frist (R-TN),
Jeff Bingaman (D-NM) and Christopher Dodd (DCT)on 7/30/02 introduced comprehensive
legislation aimed at reducing obesity,
particularly among children and adolescents.
 The
"Improved Nutrition and Physical Activity
Act", or "IMPACT," recognizes significant
problems associated with obesity including
heart disease, diabetes and cancer and works to
reduce those problems by encouraging better
nutrition and more physical activity.
USDA
USDA Certified Organic Rules
7
CFR 205 (136 pages in Federal Register)
 Excludes
GMO (<5%) and irradiated foods
 Excludes
use of sewage sludge
 Excludes
fish and seafood, honey, culinary
herbs, mushrooms, pet food
Organic and GMO
New Standard Allows 5% GMO
NATURAL/ORGANIC FOODS
BUT “PERCEIVED” HEALTHY
1998
Sales were $3.3 Billion US;
also growth in Europe/Japan
Growth
in “Organic” food sales
20%/year
Growth in mass market foods
3-5%/year
By 2008 expected to have 10% of
grocery store market.
Nessa Richman, the Wallace Institute, 1999
Top Retail Food Store Companies, U.S.
1930
1990
1999
1. A&P
1. Kroger
1. Kroger
2. American
2. American Stores
2. Wal-Mart
3. Kroger
3. Safeway
3. Albertson’s
4. Safeway
4. Winn- Dixie
4. Safeway
5. National Tea
Percent of Total Sales:
17
16
34
Source: Mayo, Food Institute Report
Wal-Mart is all Supercenter sales
Supermarket Changes
Electronic
shelf tags
($/temperature)
Electronic fund transfer
Credit card/Loyalty shopper
programs
“Up
Graded UPC Bar Codes”
Tracer Tags
Future
Smart
refrigerator
–Segregated atmospheres
–Knowledge base of contents
–Automatic ordering
E-commerce with smell
Product knowledge tags
–Shelf life
–Electronic cooking information
FUTURE
A Happier Ending