"Service innovation key growth factor for food"

Rabobank, partner of Kiempunt Limburg, regularly publishes trends and figures that may be relevant to your future as an agrofood professional.

Author: Mireille Schreurs, Business Innovation Team Limburg, Rabobank

Recently Rabobank published an article on 'the new consumption', which has implications for the way our food and drink is produced and delivered. In this contribution from my colleagues, we read that there is a shift towards healthier and more sustainable food, and that consumers also increasingly value experience and convenience.

What I would advise you is to invest in service innovation in addition to product innovation. Because the services around our food are becoming increasingly important. My expectation is that these services, such as online ordering and home delivery, will be even more profitable than the product itself within the next ten years. For new concepts yet to be launched, it is often easier and cheaper to offer a sophisticated combination of services. Look for collaboration in the chain!"

Mireille Schreurs, expert Food within the Business Innovation Team Limburg

Read more about trends and figures in Rabobank's food >