Commodification of unique claims it’s a vicious cycle… how do we stay ahead?
The EU has introduced the Farm to Fork Strategy which will take effect in the coming year. It will require that food both produced and imported have an environmental footprint analysis. Environmental claims were considered quite “niche” not even 18 months ago (a pre covid time if you can remember back that far). We now have pretty good certainty that something that was “premium” before has now become commodity, due to it being a requirement for the mass market in the EU. So, we as primary processors and producers need to be thinking about the next premium product.