Future of Food Institute
Future of Food Institute is a food insights and consumer research specialist focused on helping organisations that want to improve the food system. It works with sustainable food brands, retailers, governmental organisations, and non-profits, using consumer insight to support innovation, positioning, and communication. The company presents itself as an insights partner for clients that want both commercial effectiveness and positive societal or environmental impact. Its approach combines qualitative and quantitative research with existing knowledge to produce practical, actionable recommendations for food and drink decision-making. Core Values Consumer understanding : The institute repeatedly stresses that understanding consumers is the foundation for effective innovation, communication, and policy in food. Sustainability impact : Its work is framed around helping clients make the food system more sustainable and enabling consumers to make choices that are better for people and planet. Actionability : Research is designed to be practical, clear, and usable, with an emphasis on turning findings into concrete strategy and recommendations. Methodological rigour : The company highlights a blend of qualitative and quantitative methods, combined with existing knowledge, to produce solid and highly usable results. Positive change : It positions itself as a partner for organisations that want to create societal benefit, not just commercial outcomes. Unique Aspects Specialised focus on food-system change : Unlike general market research firms, Future of Food Institute is explicitly centred on food, sustainability, and consumer behaviour in the food system. Proprietary Food Profiles segmentation : It offers a six-profile segmentation model developed with Food Cabinet, giving clients a food-specific way to target audiences and shape messaging. Broad toolkit across research and policy : The institute covers quantitative, qualitative, concept, communication, and policy research, allowing it to support both commercial and public-interest projects. Academy and thought leadership : Beyond client research, it offers workshops, keynotes, blogs, and research findings, showing a strong emphasis on knowledge sharing and education. Founder-led methodological perspective : Its way of working is tied to the founder’s book, "What’s the Question?", which underlines its emphasis on asking the right research questions and avoiding unnecessary research.