“Culture is the Missing Link in System Change”

Meet our newest Future Food Movement colleague El Brown, who believes that transforming the food system starts with transforming the culture around food - and that kind of change does not happen accident.

“Culture Is the Missing Link in System Change 

The modern food system is deeply out of balance. It fuels rising obesity and other diet-related disease. It contributes massively to climate change. It’s wasteful, extractive, and increasingly unsatisfying.  

But here’s the truth: we won’t fix these issues through data and policy alone. Because systems don’t change until culture does. 

The way we eat. What we value, celebrate, crave. This shapes demand, and demand drives the system. From supply chains to product innovation, retailers to regulation, the ripple effect begins with culture. And right now, that culture is built on speed and convenience, often at the expense of health, sustainability and even sadly, joy. We’ve lost sight of where our food comes from, how it’s grown, and the impact it has on our planet. 

Two Competing Food Futures 

Today, we’re seeing two distinct ways of eating taking root - ultra-functional vs deeply experimental. One promises efficiency; the other offers meaning. And both claim to be the answer to our health and sustainability problems. 

So, which do we choose? And do we really have to? 

Ultra Functional Food  

Meal replacement shakes, protein bars and powders. Food engineered for speed, nutrition and convenience. Brands like Huel and Soylent offer fast, nutritionally complete solutions for time-poor, health-conscious, climate-aware consumers. But something gets lost when food becomes purely functional.   

Meals become transactions. Eating becomes clinical.  Connection is lost- to the land, to each other, to tradition. The way we eat shapes how we think about food. 

The Rise of Deeply Experiential Food 

On the other side, a growing movement is pulling us back to real ingredients, ritual, and connection. 

Take Eat17’s store in Walthamstow, for example. By blending a carefully curated local range with community-driven initiatives, it has created a space that’s as much about connection and story as it is about food. With sales up 35%, it’s clear consumers crave this kind of meaningful, hyper-local experience. 

Field to Fork offers another compelling model - a destination that embodies “the essence of the countryside,” combining farm-to-table food with a focus on quality. Whether customers are picking up weekly essentials, dining at The Orchard restaurant, or exploring the garden centre, the business creates an open, welcoming space rooted in nature and tradition. 

The founder of Pip & Nut is already witnessing this shift in consumer values. Their peanut butter commands a premium because people are willing to pay more for products that are ethical, healthier, and delicious. This success is a clear case study showing that food culture in the UK is evolving. Consumers increasingly care about what they eat and are prepared to invest in quality and ethics. Similarly, Bold Bean Co. has successfully elevated humble beans into gourmet essentials. Together, these brands exemplify how growing consumer demand is driving a food culture that values health, sustainability, and meaning. Building on this momentum, Pip & Nut is now bravely expanding into chocolate spreads, reflecting the appetite for thoughtful, better-for-you options. 

Why this matters 

Right now, two futures are playing out: ultra-functional vs. deeply experiential - and the middle ground, highly processed convenience food, is falling out of favour. 

What happens next isn’t predetermined. It depends on us. 

Brand builders, retailers, policymakers, creators. We all have a role to play. The question isn’t just what we eat, but how we engage with food. Do we rebuild a food culture where people have a relationship with what’s on their plate? Where they eat intentionally, understand where food comes from, and respect the farmers, the land, the process? 

One where ingredients, origins, and impact matter. 

The path forward: Be Intentional 

We don’t have to pick between fast and meaningful. But we do have to be intentional. Because food isn’t just fuel. It shapes identity, health, environment, and culture itself. 

The food system will change. The real question is: who will shape it, and how?”

Get to know El, FFM Membership Manager:

What's your ultimate go-to food? 

“TOMATOES – bit of olive oil and salt – that's all I need. YUM and French kisses to that!”

What’s your role at Future Food Movement?

“Collaborating with members to understand their needs and maximise their Future Food Movement membership! I help to guide teams’ sustainability upskilling, and identify new opportunities for growth.”

What excites you most about your role?

“I’m energised by the process of building relationships: learning what makes someone tick, figuring out how best to engage them, and tailoring the approach to suit their unique needs and context. It’s not about one-size-fits-all solutions - it’s about understanding the person, and the problem and finding the right way forward. The real reward comes when you get it right - when a business feels heard, understood, and supported, and you can see the impact of a solution that truly fits. That’s what motivates me.”

What do you get up to outside of work?

“Hosting dinners for friends, experimenting with recipes. This Christmas making crispy chilli oil for my family. A keen skier, regular climber, and sporadic (albeit currently paused) runner. I volunteer at Bookmark, teaching kids to read, and always like to have a new project. From my latest endeavour pottery (battling with centring) to my perpetual nemesis, sourdough- I’ve killed two starters over the years, but stubbornly persevere. Above all though, living in Hackney, I’ve astutely developed an extensive sandwiches rating system.”

If you could offer one piece of advice to the future leaders of the food industry, what would it be? 

“We need to change our food culture - and that doesn’t happen by accident. Around the world, we’ve seen that food culture is shaped by deliberate decisions, persistent effort, and visionary leadership. The UK is no different: with the right approach, we can shift habits, attitudes, and expectations around food.”

The question isn’t whether food culture will change. It’s who will shape it. If your business isn’t yet part of Future Food Movement, now is the time to join. [Click here to join the movement today!]