Food products have always been designed, but usually not consciously.
Even when design has been part of the process, it has often been
restricted to considerations of packaging, logos, fonts and colors.
But now design is impacting more dramatically on the complex web that
makes up our food supply, and beginning to make it better. Ways of
thinking about design have broad applications and are becoming central
to how companies compete. To succeed, food designers need to understand
consumers and envision what they want, and to use technology and systems
to show they can deliver what has been envisioned. They also need to
understand organizations in order to make innovation happen in a
corporation.
The authors of this book argue that design has been grossly
underestimated in the food industry. The role of design in relation to
technology of every kind (materials, mechanics, ingredients, conversion,
transformation, etc.) is described, discussed, challenged and put into
proper perspective. The authors deftly analyze and synthesize complex
concepts, inspiring new ideas and practices through real-world examples.
The second part of the book emphasizes the role of innovation and how
the elements described and discussed in the first parts (design,
technology, business) must join forces in order to drive valuable
innovation in complex organizations such as large (and not so large)
food companies.
Ultimately, this groundbreaking book champions the implementation of a
design role in defining and executing business strategies and business
processes. Not only are designers tremendously important to the present
and future successes of food corporations, but they should play an
active and decisive role at the executive board level of any food
company that strives for greater success.
