The new trend of food personalisation - evokeAG.

Use of cookies

The evokeAG. website uses cookies to enhance your experience and optimise site functionality.

Please refer to our Cookie Policy for more information on which cookies we use and how we collect and use your personal information through cookies

Skip to Content Skip to Navigation

The new trend of food personalisation

Through increasing uncertainty, there is one guarantee - we will always need food. But how we consume food or the way we feed our growing population may soon look very different to the way we operate now.

2 min read

We speak with Tony Hunter, a Food Futurist, and 2020 evokeAG. speaker about the changes and trends in the food industry and the opportunities for our food supply chain in the future.

Making decisions on food in the future

Food personalisation is an emerging trend, which Tony believes will become more prominent in the future. It’s also one of the many upstream agrifood tech areas that continues to attract investment.

“One of the most interesting trends we’re seeing is the increasing emphasis on immunity. That’s one of the areas we’ve seen a massive boost during the pandemic,” said Tony.

Google search terms such as “immunity” increased significantly during the pandemic, according to Tony, as people started to focus more on their wellness.

“I think that whole personalisation trend is a major driver, not just physical health, nutritional health, cognitive health or general well-being.

“Wellness has gone mainstream in the last couple of years and that’s what people are looking for. They are looking for food to make them feel well.”

Most of us would have sat down to stream TV through Netflix or other streaming services. Whilst browsing, you may have noticed how these services provide you with a list of recommendations of what content you might enjoy. With the evolution of DNA testing, Tony sees this concept of recommendation for individual preferences applying to food in the future.

UK-based business, DNA Nudge is leading the way in this field, according to Tony. The company offers a DNA analysing service, which directs consumers to make healthier choices with food, based on their individual DNA. Consumers are given an electronic wristband, called the DNA Band, where they can scan the food item barcode and the wristband will alert the consumer whether the food is suitable for them.

Cellular meats as an alternative protein

There has been a lot of debate around alternative proteins and, in particular, cellular meats. Some of the narrative has been around that cellular meat will pose a threat to animal agriculture and will eventually replace the industry into the future. Tony does not agree with this sentiment and sees a way for both to exist side by side.

“In the immediate future, there’s room for both. We’re talking about having to almost double the amount of food that we need [to produce] by 2050 to feed close to 10 billion people. I struggle to see the replacement of animal agriculture in that time frame, just the sheer amount of factories you would need to build.”

Tony however highlighted the momentum the emerging industry is starting to gain by pointing to Memphis Meats, who back in January this year, raised $161 million in a funding round, which will enable the company to start building a pilot production plant.

So given Australia is a big player in the animal agricultural space, what’s Tony’s advice?

“I think we have to pursue both of these industries in parallel. If we ignore it and go into protectionism mode, great in the short term, but in the long term and if someone else does it, then we’ll suffer.”

Tony said it might be a few years away yet until we see cellular-based meats on the supermarket shelf. It is likely we’ll see cellular based meats in restaurants first, according to Tony.

“As to when we might see it in supermarkets, I think five years is fairly optimistic – maybe in 10 years.”

Insect consumption in Australia

Around 2 billion people in the world today consume insects but they haven’t really made their way onto the plates of many Australians. Is this about to change? Will we see silkworms or crickets in our fridges any time soon?

Tony believes there is opportunity for insects to be in our diet but just not in the skeletal form.

“Insects have very high-quality fats, the protein is very good and they have a very good amino acid profile. Protein and fats from insects can be incorporated into other products as powders. But why do we need the whole insect? Why don’t we just grow insect cells and then just use those? We could just grow the insect proteins and fats, and that’s it, we don’t actually need the whole insect at all.”

Enjoyed this story? Want to learn more about the Asia Pacific region’s innovative agrifood tech ecosystem? Sign up for our newsletter here and receive fresh stories about global leaders, farmers, startups and innovators driving collaborative change.

Read more news
Read more news


Nick Stamatiou and Cedric Cross

Whole Green Foods’ $2m bridging round geared to tackle global food waste

Specialising in nutrient extraction technology to convert food waste into useable ingredients, has paid off for Whole Green Foods. The Western Australian startup is now raising a $2 million bridging round, closing 31 August 2022, with processing expansion plans and heavyweight partnerships on the horizon, such as Simplot and Ferrero – set to catapult success.

2 Aug 2022
5 min read
grain growers silos

South Australian paddock-to-beverage traceability project takes off

Nine innovative agritech startups have received over $700,000 in grants collectively through the South Australian Government’s AgTech Growth Fund. Now a collaborative paddock-to-beverage traceability pilot project between Coopers Brewery, Grain Producers South Australia and agritech startup recipient, Trust Provenance is taking off.

1 Aug 2022
4 min read
Phil Livingston, Agbot

Ultra-low-cost smart meter ready for farmers and agricultural partners

Australian technology startup, Gasbot has ignited the liquefied petroleum gas (LPG) industry, with an ultra-low-cost smart meter that’s giving near real-time visibility of tank storage levels to blue-chip utilities across the globe. Now, Gasbot is seeking partners to inform its development roadmap for the agriculture sector – and put its weather-proof and hack-resistant Agbot to work for every farmer.

28 Jul 2022
6 min read

Icon of Australian agribusiness – Elders – renews platinum partnership for AgriFutures evokeAG. 2023 event

Australian agribusiness icon, Elders, has renewed its commitment to Australian agrifood innovation, returning as the official Platinum Partner of AgriFutures evokeAG. 2023 event on 21-22 February 2023 in Adelaide, South Australia. evokeAG. is the Asia Pacific’s premier agrifood tech event aiming to bring together farmers, innovators, researchers, universities, corporates, government and investors to drive impact for farmers and the supply-chain.

18 Jul 2022
3 min read
Sivam Krish GoMicro CEO

Simple GoMicro device measures highly accurate food spoilage

AI-assessment platform, GoMicro is charging ahead with early detection technology to tackle global food waste. At the 400M Agrifood Innovation Forum in Toowomba, GoMicro CEO and Founder Dr Sivam Krish presented breakthrough results in assessing the ripeness or spoilage of fruits and vegetables with an 86-to-99% accuracy, measured in days.

13 Jul 2022
2 min read


The secret life of bees and tracking real-time pollination

Pollinated agriculture is estimated to be a $14 billion industry in Australia alone. Now an innovative technology, Bee Innovative can track how well bees are pollinating a crop and provide growers with real-time information to help boost yield and profits. Here commercial beekeeper and CEO and Co-Founder of Bee Innovative, David Lyall talks about its growing potential.

4 Aug 2022
31 min

The making of great Australian wine

Wine Australia is charging ahead with innovations to ensure Australia’s viticulture industry continues to thrive, off the back of a challenging period. CEO Dr Martin Cole delves deep into their R&D approach, exciting solutions, like zero alcohol products and how growAG. is helping to enable growth.

7 Jul 2022
22 min listen