The Future of Food is Here

Using deep research, systems thinking, and the lens of digital products, SALLY has envisioned what a better future for the business of food could be - and how we get there.

Explore the manifestation here

The sea of mass-produced sameness with perfectly shaped cucumbers in fossil plastic and billions of animals farmed in factories is threatening our existence. Only 60 years from now the soil we’re dependent on will be completely destroyed by, and unable to support modern agriculture. Food production and agriculture is responsible for up to 30% of our total CO2 emissions and is one of our major contributor to the climate crisis we’re facing.

We need to radically reinvent our food systems… but we can’t build what we can’t envision.

This is the importance of manifestation. Manifestation uses tangible concepts and images to illuminate the choice of systems change and showcases realistic and scalable solutions in the near future. As a follow up to the hugely impactful Preferable Future of Fashion manifestation released earlier this year, SALLY has now launched the Preferable Future of Food in partnership with sustainable food investment fund Gullspång Re:food. This manifestation aims to upend the food systems we’ve created, replacing them with new systems that work for our planet.

Emerging systems

-Speculative design offers us a clear roadmap towards shaping a preferable future. Showing the way forward to reinventing the food system by identifying where the new paradigms are emerging right now. We’re surrounded by exciting, and frankly profitable opportunities to change for the better, says Elin Ankerblad Managing Director in Sweden at EY Doberman

As a guide for moving towards this new future of food, we have identified three key mind shifts that need to occur to make it possible.

-While we recognize that the three shifts we’ve focused on are not the only ones needed waves are made at first through small ripples; a first step towards expanding our thinking around how we create, celebrate, and consume food in order to meet the critical planetary crisis we are facing right now. We believe there are no challenges that collective imaginations can’t counter, say Mikael Widoff Arman SALLY Studio Lead.

Mindshift 1: One Hour Food System

In the new system we will buy our food through open online marketplaces that seamlessly connect local producers and consumers, shifting the old balance of producer and retailer and creating a new role for the farmer. Through smart collaborative distribution networks and hubs, food products will move smoothly from different farmers and producers to the end customer. Food miles are shorter. Regional food resilience greater.

My Farm

Mindshift 2: Urban Food Revolution

Previously underutilized areas like rooftops and yards are now helping increase food production 500x in the cities, and as a tool data-driven urban planning is revealing spaces and synergies. Many of these tools use cross-data analytics to identify underutilized spaces that can be used for food production and help create value in society.

In the future we will also look at waste as something valuable, a resource. New systems and platforms provide a means for organisations to get paid for what previously was considered waste, while buyers can access cheap resources for their operations. Many platforms also help measure the environmental benefits from this increased symbiosis.

Urban Farming

Mindshift 3: One Planet Plate

Food as software 2.0 will become common place. We will also see a movement of micro breweries that will revolutionize. And, a new micro-brewery movement is revolutionizing proteins & fats.

Soon, the price of bioreactors and other equipment dropped, opening up for regular people to start playing around with these technologies.

Foodies started up small fermentation micro-breweries, experimenting with new proteins, algae- and fungi based foods, no-cow dairy products, 3D-printing of food, etc - bringing new culinary experiences to the world. They were eager to learn, experiment and share their learning with others. Discussion forums were alive and vivid.


Food is solvable. Let’s Act.

Want to know more?

Contact Mikael Widoff Arman, Studio Lead SALLY

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