Bompas & Parr – Future Of Food, 2024

Bompas Parr criticizes conventional trend reports for their inaccuracies, particularly when it comes to predicting the future of food. They point out that some trends are not as complex as they may seem and that things do not magically disappear from one year to the next. They also emphasize that looking to the past can provide insight and that just because something is popular among friends does not mean it is universally liked. They argue that trends are by nature impermanent and should be avoided. Bompas Parr supports their critique by highlighting their own expertise as an innovative company. They mention the need to consider the hidden costs and benefits of agricultural performance beyond just productivity per hectare, such as greenhouse gas emissions, water scarcity, biodiversity, health impacts, and socio-economic effects. They suggest that a more comprehensive approach to measuring agricultural and food systems is necessary to promote sustainability.