Food: Business? Movement? Or Both?

Citizen-Centered Innovation and Food

William Rosenzweig Physic Ventures

San Francisco, California

Waves of food innovation 1950-60’s

Age of processing and cheap calories

1970’s-80’s

Rise of convenience

1990’s-00’s

Natural meets gourmet ; goes mainstream

Food is connected to everything

Sustainability

energy

economy

climate

health

Lots of promising tech solutions

•  Biotechnologies – Plant and animal breeding – Enhancement of inputs

•  Information Technologies – Prediction, tracking, traceability, efficiency

•  Appropriate Technologies –  Irrigation, solar, organic, resource management

•  Elimination of Waste

the real problem is US

Sustainers NOT Consumers

Corporate Social Responsibility Branding Survey, Penn, Schoen & Berland, with Burson-Marsteller and Landor, 2010.

Food is everything to everybody

Nutritional Political Cultural

food as medicine

9

Chief health officer

10

and is different from everything else

food is increasingly digital

Digital is increasingly social

I am an optimist*

*most of the time

Riding an innovation wave

Social Entrepreneurship

20

Investing in Keeping People Healthy

Consumer-Health, Well-being and Sustainable Living

Sustainable  Living     Well-­‐being   Consumer  Health  

Theme  /  Sector   Energy   Materials   Water   Ag  /  Food/  NutriAon  

Consumer  Brands  and  Services  

Personalized    Health  

Connected    Health  

PrevenAon  

PersonalizaAon  

Performance  

Transparency  

Efficiency  

ConnecAvity  

Physic investment scope

Physic investment themes

•  Prevention •  Personalization •  Performance •  Participation •  Transparency •  Efficiency •  Connectivity

Obstacles to venturing in food

•  Slow adoption rates •  Lack of seasoned entrepreneurs •  Entrenched distribution systems •  Regulatory uncertainty and hurdles •  Investment ecosystem is immature

The next wave of food innovation

2010’s-20’s

Citizen-Centered: Driven by digital and social media

A world of mobile apps

200,000,000

What’s rolling the wave?

•  DreamIt •  Lionite

•  Austin Technology Incubator •  Slingshot Labs •  140Labs

•  fbFund •  NextStart • Capital Factory

•  Boom • Excelerate • Advanced Biotech Incubator •  Ventura Ventures Tech Center •  Venture Creations •  i/o Ventures •  The Summit •  AngelPad •  500 Start-ups •  Year-one Labs •  LaunchBox

•  RockHealth •  BluePrint Health •  Founders’ Den •  ER Accelerator •  Hatch Labs

2007

2008

2009

2010 2011

Incubators, angels, and newly- liquid facebook millionaires

Next wave innovation clusters

•  Empowering citizens •  Empowering communities •  Empowering producers •  Disrupting distribution channels

Empowering Producers

Producer education

Producer value enhancement

Empowering Communities

Health and disease

Social, technological

Local

Empowering Citizens

Direct influence Focus on corporate

accountability

Legislative and policy modification

Disrupting Distribution Channels

Consumer access points

Upstream on value

chain

Guiding Personalization and Discovery

Deals and purchasing

Discovery

Home cooking

Transparency

Guiding Personalization and Discovery

Any Leaf Aisle 411

Neighborhood Fruit

Foodzie Locavore

Foodily

Empowering Producers

Small Farmers Program (OSU)

The Greenhorns

Intuit SMS solution

State-based land banks

Slow Money Finance for Food

Land Link

Empowering Communities

Nutristyle Diabeticconnect

Caring.com

Foodspotting

Plate and Pitchfork Ghetto Gourmet

Truck Farm Rooftop Farms

Food Corps The Windowfarms

Project

Empowering Citizens

Meal Snap Yottamark

Food Sprout Food Tree

Caloricious LoseIt

Monterey Bay Aquarium CleanFish

FarmtoSchool.org Jamie Oliver Food

Revolution Let’s Move

Chefs Move to Schools

Disrupting Distribution Channels

Revolution Foods Local Dirt Local Orbit

Foodoro Gotham Greens Local Harvest

Food Hub

Transparency Good Guide

Shopwell

Transparency: GoodGuide

Health, environment, social ratings

Nutrition education

Digital calorie counting

Quantified self: Lose it

Food system mapping

Menu personalization

Patient support communities

Empowering producers

Intuit: SMS Connect

Distribution disintermediation

Urban community agriculture

Transforming access: Foodhub

Empowering community

Childhood obesity and schools

Childhood Obesity Prevention, 2010, State Legislation Report, American Academy of Pediatrics, available at http://aap.org/advocacy/statelegrpt.pdf

State Laws since 2003: School Nutrition

Transforming the system of supply

Crisis = Danger + Opportunity

•  Pressing problems •  Passionate protagonists •  Big markets: local and global •  Disruptive, scalable technology platforms

thank

you