Part 3: Reimagining Food and Beverage in America

At the very center of the remarkable and unstoppable change reinventing food and beverage in America, is the advance to higher quality. It is a cultural shift up. And when food culture elevates, you must move with it or risk losing relevance.

This prompts a very fundamental question: Is the broader American population becoming increasingly “foodie”? The answer is yes. And the shift is in motion. What constitutes a higher quality food and beverage experience is changing, and with it comes a host of opportunities to redefine existing categories and create new ones.

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Facts are this: at no other time in the history of modern marketing and business strategy have we seen such a pervasive shift – up. To be sure the Walmarts of the world continue and Dollar Stores are everywhere, but it can be said we are witnessing a call for quality, for real, for authenticity and improved experience that is steamrolling through the consuming marketplace with the speed of the latest viral video.

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