Young people are avoiding traditional supermarkets and instead finding alternative ways to source food through social communities focused on foraging, growing, and bartering. They are building social bonds around sourcing and preparing food together. New tools are also being created to support small food entrepreneurs similar to how the music industry supports indie bands. Events like supper clubs and food-focused social clubs are becoming popular ways for millennials to socialize over food while avoiding supermarkets and big brands.

1. EDIBLE CULTURE TRENDS
SPRING 2013

2. EDIBLE CULTURE SPRING 2013
2
#DEATHOFTHESUPERMARKET
#SOCIALEATING
#COOKINGWITHTHEBAND

3. #DEATHOFTHESUPERMARKET
3 Source: 360i February 2013
Young people are finding
alternative ways to avoid
stepping inside of a chain
supermarket. And when they do,
they revel in negative and
sarcastic commentary.
FEELINGS MILLENNIALS HAVE WHILE IN
THE GROCERY STORE

4. #DEATHOFTHESUPERMARKET
4 Source: YouTube
HOLLYWOOD ENDING // GROCERY STORE RAP

5. #DEATHOFTHESUPERMARKET
5 Source: Twitter May 2013; hiSbe.co.uk
“Supermarkets are almost
entirely responsible for the
food we purchase, but they
can’t be trusted to do the
right thing with our food
when even they don’t know
what’s in it.”
“Big supermarkets
are of date and out
of touch with
people.”
ETHICAL SUPERMARKET PILOT IN THE UK

6. #SOCIALEATING
6 Source: Pulp Lab 2013
• Roaming Hunger “A hub for all things
street food”
Web site and iPhone app that tracks food-
truck locations by taking their location and
time info from the trucks' tweets, then
placing the trucks on the Roaming Hunger
map.
– Resource for gourmet food trucks
– Site maps more than 2,800 trucks in 30
cities
– Events-oriented
The social and experiential
aspects of food shopping and
eating are more important
than brands for Millennials.

7. #SOCIALEATING
7 Source: Pulp Lab 2013
• Foraging, growing,
bartering
• Competitive
Potlucks & Social
Clubs (“Tell us
where you found
your dinner and
what it is”)
To avoid shopping at traditional
supermarkets, more young people are
alternatively sourcing their food and
beverages – and building social
communities around the process.

8. #COOKINGWITHTHEBAND
8 Source: Pulp Lab; Small Batch America
New tools and resources are being created to help
support small batch food and drink makers, similar to
those used for helping artists and bands find and grow
their audiences.
“The new breed of food and
drink entrepreneur has much
in common with indie DIY
musicians.”

9. #COOKINGWITHTHEBAND
9 Source: Eater 2013
BATON: A mostly-
monthly Atlanta
based supper series
started by
Deerhunter drummer
Moses Archuleta

10. #COOKINGWITHTHEBAND
10 Source: Pulp Lab 2013
Tackling finals week, post-party hangover cures, road
trips, dorm room cookery, how to maneuver through
early adulthood without sacrificing your wallet or
your stomach.
#BROKE@SSDINNERPARTY
#BROKE@SSROADTRIP
#BROKE@SSBBQ
KETCHUP PACK TOMATO SOUP WITH DELIVERY
PIZZA CHILLI FLAKES & PARMESAN RECIPE

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11
Thank
you!