Field Notes #1: Strategy isn't the constraint anymore. Execution is.
Strategy isn't the constraint anymore. Execution is. Here's what I'm hearing across the food system that explains why.
One of the privileges of the work we do at Future Food Movement is the vantage point it gives across the food system, on any given week we might be in conversation with farmers, retailers, manufacturers, investors, sustainability leaders, commercial teams and a new generation of executives coming through the sector. Those perspectives rarely sit in the same room, yet they are all part of the same system and responding to many of the same pressures. Over time I’ve realised those conversations give a slightly unusual vantage point. You start to hear things before they appear in reports or conference presentations. Not big announcements or headline trends, but small shifts in tone, the questions people are asking and the tensions that keep resurfacing. So I thought I’d start sharing a few of those observations from time to time, nothing too formal just some field notes from inside the system and the signals that seem to be quietly gathering momentum.