Porter Novelli

“Food 3.0” is the Latest in Acclaimed Intelligent Dialogue Series

NEW YORK, August 9, 2010 — Global public relations leader Porter Novelli announced the release of “Food 3.0,” the latest issue in its acclaimed Intelligent Dialogue series. The new white paper provides an in-depth exploration of the increasingly close association between food and technology. Drawn from the insights of Porter Novelli’s thought leaders and experts, the report tackles such issues as tech-powered advancements in nutrition research, the communications challenges of food science, the expanding role of mobile technology in food marketing and the power of social media to positively influence and shape food choices.

“From iPhone apps to marketing regulations to social media’s galvanizing effect on local and organic foods movements, technology acts as a powerful influence on almost all aspects of our relationship with food,” said Gary Stockman, chief executive officer of Porter Novelli. “‘Food 3.0’ explores the underlying issues between food, technology and communications, and the inherent business and marketing challenges—and responsibilities—that arise from this very interesting dynamic.”

For “Food 3.0,” Porter Novelli tapped expert opinions and insight, analyzed marketing communications and online trend patterns, and researched global data. Some key questions include:

1. How is technology changing our relationship with food?

2. What impact do science and systems have on the way we grow, consume, market, fortify, manage, purchase and interact with what we eat?

3. What are the major communications challenges and opportunities as the relationship between technology and food continues to evolve?

4. How are mobile technologies and social media changing consumers’ relationships with food and making an impact on purchase?

5. How will mobile affect the relationship between consumers and the food they eat in the next year or two?

In a companion piece,“Eating Your Way to Health,” Porter Novelli also examines the current regulatory environment and its impact on the food industry—weighing the calls for further government regulation and the proven ability for effective communications campaigns to change even the most entrenched behaviors.

“There are a multitude of players that affect how Americans view the food they eat for sustenance, pleasure and nutrition,” said Mary Christ-Erwin, partner, executive vice president, Porter Novelli Public Services. “But it’s that last item — nutrition — that gets the least attention when it comes to understanding that what we eat can actually improve our health.  At Porter Novelli, our history in social marketing drives our understanding of how to advance better health through better nutrition and that government regulators really are here to help us.  But sometimes they need a little nudge in the right direction.”