{"id":41600,"date":"2025-06-16T14:03:00","date_gmt":"2025-06-16T12:03:00","guid":{"rendered":"https:\/\/www.azti.es\/perspectivas-estrategicas-lo-mas-destacado-de-food4future-world-summit-para-lideres-empresariales\/"},"modified":"2025-08-08T08:29:03","modified_gmt":"2025-08-08T06:29:03","slug":"strategic-perspectives-highlights-from-the-food4future-world-summit-for-business-leaders","status":"publish","type":"post","link":"https:\/\/old.azti.es\/en\/strategic-perspectives-highlights-from-the-food4future-world-summit-for-business-leaders\/","title":{"rendered":"Strategic Perspectives: Highlights from the Food4Future World Summit for Business Leaders"},"content":{"rendered":"\n<p>From 13\u201315 May, the Food4Future 2025 summit became a vital forum for debate and reflection on the present and future of the food industry. <\/p>\n\n\n  <div id=\"descarga-azti\">\n    <img src=\"https:\/\/www.azti.es\/wp-content\/uploads\/2025\/06\/resumen_f4f_2025-portada.jpg\" alt=\"\" >    <div>\n      <h3>Conclusions Food 4 Future 2025. AZTI<\/h3>\n      Fill out the form, and we\u2019ll email you the download link.    <\/div>\n  <\/div>\n  <span id=\"descarga-azti-response\"><\/span>\n     \n    <form id=\"descarga-azti-form\" method=\"post\" action=\"https:\/\/old.azti.es\/en\/strategic-perspectives-highlights-from-the-food4future-world-summit-for-business-leaders\/#descarga-azti-response\">\n      <!--  -------------- Recaptcha ------------ -->\n      <input type=\"hidden\" name=\"recaptcha_response\" id=\"recaptchaResponse\">\n            <script src='https:\/\/www.google.com\/recaptcha\/api.js?render=6LeTThcpAAAAACRJM8TLCPM56FqYMzSap945U__H'><\/script>\n\t        <script>\n        grecaptcha.ready(function() {\n          grecaptcha.execute('6LeTThcpAAAAACRJM8TLCPM56FqYMzSap945U__H', {action: 'comentario'}).then(function(token) {\n            var recaptchaResponse = document.getElementById('recaptchaResponse');\n            recaptchaResponse.value = token;\n          });\n        });\n      <\/script>\n      <div>\n        <label><input type=\"text\" name=\"nombre\" value=\"\" required><span>Name*<\/span><\/label>\n        <label><input type=\"text\" name=\"apellido\" value=\"\" required><span>Surname*<\/span><\/label>\n        <label><input type=\"email\" name=\"email\" value=\"\" required><span>Email*<\/span><\/label>\n        <label><input type=\"text\" name=\"empresa\" value=\"\"><span>Company<\/span><\/label>\n        <label><input type=\"text\" name=\"cargo\" value=\"\"><span>Position<\/span><\/label>\n        <label><input type=\"text\" name=\"sector\" value=\"\"><span>Sector<\/span><\/label>\n        <label><input type=\"text\" name=\"pais\" value=\"\"><span>Country<\/span><\/label>\n        <label><input type=\"text\" name=\"provincia\" value=\"\"><span>Province<\/span><\/label>\n      <\/div>\n      <label><input id=\"azti-acepto-privacidad\" type=\"checkbox\" name=\"acepto-privacidad\" value=\"1\"> I accept the <a href='\/en\/privacy-policy\/' target='_blank'>privacy policy<\/a> .*<\/label>  \n      <label><input id=\"azti-acepto-comunicaciones\" type=\"checkbox\" name=\"acepto-comunicaciones\" value=\"1\"> I agree to receive email communications from AZTI .*<\/label>  \n      <input id=\"azti-enviar\" type=\"submit\" name=\"enviar\" value=\"Request\" disabled>\n    <\/form>\n    <script>\n\t\tjQuery(\"#descarga-azti-form > div > label > input[type=text]\").each(function(index) {\n        if(jQuery(this).val() != '') {\n          jQuery(this).parent().addClass(\"has-content\");\n        } else {\n          jQuery(this).parent().removeClass(\"has-content\");\n        }\n      });\n\t\t\n\t  jQuery(\"#descarga-azti-form > div > label > input[type=text],#descarga-azti-form > div > label > input[type=email]\").on('change', function(){\n        if(jQuery(this).val() != '') {\n          jQuery(this).parent().addClass(\"has-content\");\n        } else {\n          jQuery(this).parent().removeClass(\"has-content\");\n        }\n      });\n\t\t\n\t\t\n      const privacidad = document.getElementById(\"azti-acepto-privacidad\");\n      const comunicaciones = document.getElementById(\"azti-acepto-comunicaciones\");  \n      const enviar = document.getElementById('azti-enviar');\n      if(privacidad.checked && comunicaciones.checked) enviar.removeAttribute(\"disabled\", \"\");\n      privacidad.addEventListener(\"click\", function (event) {\n        if(privacidad.checked && comunicaciones.checked) enviar.removeAttribute(\"disabled\", \"\");\n        else enviar.setAttribute(\"disabled\", \"\");\n      }, false); \n      comunicaciones.addEventListener(\"click\", function (event) {\n        if(privacidad.checked && comunicaciones.checked) enviar.removeAttribute(\"disabled\", \"\");\n        else enviar.setAttribute(\"disabled\", \"\");\n      }, false); \n    <\/script>\n    <style>\n    #descarga-azti,\n    #descarga-azti-form {\n      font-family: Gotham, Arial;\n      width: 100%;\n      max-width: 600px;\n      margin: auto;\n    }\n\n    #descarga-azti {\n      display: flex;\n      flex-wrap: wrap;\n      gap: 10px;\n    }\n\n    #descarga-azti img {\n      width: auto;\n      max-width: 100%;\n      margin: 0 auto 20px;\n    }\n\n    #descarga-azti h3 {\n      padding-top: 0px;\n      margin-top: 0px;\n    }\n\n    @media (min-width: 500px) {\n      #descarga-azti img {\n        width: calc(40% - 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Inflation, mounting cost pressures, fragile supply chains, the dominance of private labels, growing environmental demands, workforce shortages, and shifting consumption patterns are reshaping the landscape. Today\u2019s consumers want to cook less, eat better, and enjoy food that\u2019s easy, quick, and tasty. Consumer behaviour has changed\u2014and the planet isn\u2019t waiting.<\/p>\n\n\n\n<p><strong>These discussions did not merely map the future of the food industry; they also identified the essential skills needed to lead it.<\/strong> The key lies in transforming uncertainty into a competitive advantage through strategic data integration, cross-sector collaboration, and constant innovation in both products and processes. Diversifying markets and business lines, alongside smart management to maximise operational efficiency and create value, is now imperative. In this context, young talent emerges as a critical asset, calling for clear strategies to attract, develop, and retain it\u2014building diverse, cohesive teams ready to meet the demands of a global marketplace.<\/p>\n\n\n\n<p>Sector leaders share a hard truth: feeding more people in a resource-constrained world demands radical transformation. The industry can no longer afford hesitation or sluggishness. To lead in this space is to understand that <strong>we\u2019re playing by new rules\u2014centred around three pillars: sustainability, agility, and humanity<\/strong>. The value chain must be boldly reimagined, preserving margins without compromising its core. In this environment<strong>, there\u2019s no time for doubt\u2014action is the only viable path for those seeking relevance<\/strong>.<\/p>\n\n\n\n<p>The sector must now reinvent itself to stay competitive and profitable while lowering its environmental footprint. The key lies in meeting the expectations of an increasingly discerning consumer who demands healthier, functional, and accessible food. Now is the time to lead with bold vision and strategies that anticipate a<strong> constantly evolving market<\/strong>.<\/p>\n\n\n\n<p>The paradox the industry faces is this: deliver affordable prices while generating sustainable value for shareholders, clients, and people. The equation is simple\u2014<strong>affordable prices = extreme efficiency + accurate forecasting<\/strong>. But how does one achieve this in a volatile market? According to the CEOs, data management is no longer a supporting tool\u2014it\u2019s the lifeblood of the entire food chain. From sourcing raw materials to logistics, predictive algorithms can reduce waste by 30% and forecast demand with 90% accuracy.<\/p>\n\n\n\n<p>The true revolution comes not from collecting data, but from sharing it strategically across suppliers, producers, and distributors. This collaborative approach creates a highly efficient ecosystem where transparency eliminates hidden inefficiencies and enhances the entire value chain\u2014unlocking significant opportunities for all players.<\/p>\n\n\n\n<p>Quotes to Remember:<\/p>\n\n\n\n<ul><li><em>&#8220;In an environment of continuous uncertainty, risk management is essential to stay ahead of problems.&#8221;<\/em><\/li><li><em>&#8220;Fail fast.&#8221;<\/em> Innovation isn\u2019t a hobby\u2014it\u2019s a muscle. Several companies are aiming for 15% of their sales to come from products launched in the last five years. That figure is no accident\u2014it\u2019s a declaration of war on complacency.<\/li><li><em>&#8220;Internationalisation isn\u2019t just exporting blindly.&#8221;<\/em> You must know what you want, where you want it, and how you\u2019ll do it. Not everything goes. For instance, traditional nougat is being reinvented\u2014<em>&#8220;We\u2019re chocolate-ising it.&#8221;<\/em><\/li><li><em>&#8220;Consumers demand healthier, lower-impact, fully traceable products.&#8221;<\/em> That\u2019s an opportunity\u2014if we can adapt.<\/li><li><em>&#8220;There are no mature categories, only uninspired managers.&#8221;<\/em> Nougat? Frozen foods? Fruit? Anything can be reimagined\u2014if you reinvent yourself too. Innovation must go beyond the product to include processes and how we connect with consumers.<\/li><li><em>&#8220;Every small producer must have access to cutting-edge innovation.&#8221;<\/em> Technology must be made democratic.<\/li><li><em>&#8220;This is no longer about competition\u2014it\u2019s about meaningful cooperation.&#8221;<\/em><\/li><li><em>&#8220;Digital transformation isn\u2019t optional\u2014it\u2019s essential.&#8221;<\/em><\/li><\/ul>\n\n\n\n<p>In the face of demographic decline, there\u2019s consensus on one urgent truth: <strong>people must be placed at the heart of the industry<\/strong>. Succession planning and talent retention are essential to attract new professionals and promote diversity, inclusion, and team cohesion. The sector must elevate its image to become more appealing\u2014especially to younger professionals. We need young talent to view the agri-food industry as innovative, digital, and socially impactful.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"800\" height=\"533\" src=\"https:\/\/www.azti.es\/wp-content\/uploads\/2025\/05\/Retos-y-desafios-de-la-industria-alimentaria.jpg\" alt=\"Retos y desaf\u00edos de la industria alimentaria\" class=\"wp-image-41565\" srcset=\"https:\/\/old.azti.es\/wp-content\/uploads\/2025\/05\/Retos-y-desafios-de-la-industria-alimentaria.jpg 800w, https:\/\/old.azti.es\/wp-content\/uploads\/2025\/05\/Retos-y-desafios-de-la-industria-alimentaria-300x200.jpg 300w, https:\/\/old.azti.es\/wp-content\/uploads\/2025\/05\/Retos-y-desafios-de-la-industria-alimentaria-768x512.jpg 768w, https:\/\/old.azti.es\/wp-content\/uploads\/2025\/05\/Retos-y-desafios-de-la-industria-alimentaria-450x300.jpg 450w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Private_Label_vs_Manufacturer_Brands\"><\/span><strong>Private Label vs Manufacturer Brands<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Private label brands took centre stage in C\u00e9sar Valencoso\u2019s (Kantar Media) talk, <em>\u201c<strong>Private Label vs Manufacturer Brand: The Final Battle<\/strong>.\u201d<\/em> Valencoso highlighted the<strong> unstoppable rise of private labels <\/strong>in the consumer goods market, driven by large retailers and a diminishing perception of quality differences. This dominance creates a highly competitive environment for manufacturers.<\/p>\n\n\n\n<p>The growing tension between <strong>private labels and manufacturer brands<\/strong> is now a critical issue. Many companies are shifting their <strong>focus back to growth (top line)<\/strong> after years of cost-cutting\u2014a difficult task in a market increasingly dominated by retailers and their own brands. This battle is not just a trend but <strong>central to the future of branding<\/strong>.<\/p>\n\n\n\n<p>Valencoso argued that manufacturers <strong>shouldn\u2019t focus solely on price competition<\/strong>. Instead, he <strong>advised a long-term strategy based on brand investment, innovation, and quality<\/strong>. Fear must not be allowed to paralyse decision-making. There\u2019s still room for growth\u2014perceived value, innovation, and emotional connection can all outweigh price.<\/p>\n\n\n\n<p>Innovation is therefore essential to building authentic, <strong>powerful brands that resonate emotionally with consumer<\/strong>s. More\u2014and better\u2014research is needed to understand new consumer behaviours and motivations in this evolving context.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Global_Local_or_Private_Label_Who_Wins\"><\/span><strong>Global, Local, or Private Label: Who Wins?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In an increasingly fragmented and competitive market, brands must expand globally without losing their local identity. This tension was central to the panel discussion <em>\u201c<strong>Local Brands vs Global Brands vs Private Labels<\/strong>\u201d<\/em>, featuring Javier Roza (<strong>Mantequer\u00edas Arias<\/strong>), Carmen Guelbenzu (<strong>Eroski<\/strong>), Iratxe Berriozabal (<strong>Angulas Aguinaga<\/strong>), and N\u00e9stor Nava (<strong>Grupo Gallo<\/strong>).<\/p>\n\n\n\n<p>Topics included positioning, consumer loyalty, and how<strong> to build competitive advantage through unwavering quality, local authenticity, and constant innovation<\/strong>\u2014the latter defined as the ability to adapt swiftly to evolving consumer and retail demands.<\/p>\n\n\n\n<p>In light of private label growth, the challenge is not just to compete but to collaborate with retailers to better serve diverse consumer profiles and maintain a dynamic innovation ecosystem.<\/p>\n\n\n\n<p><strong>For manufacturers, the key to standing out lies in the <em>\u201ctriangle of differentiation\u201d<\/em><\/strong>: <strong>a unique product (superior and perceived as such), a recognised brand, and the ability to deliver added value (and higher margins)<\/strong>. One standout example is <em>Le Rustique Camembert<\/em>, launched in 2024 and, within ten months, becoming category leader with double-digit growth and capturing 70% share over private labels\u2014despite a higher price point. This case shows that success is possible when the value proposition is clear and distinctive\u2014an inspiring example of a brand revitalising its category and creating value across the chain, from distributors to consumers.<\/p>\n\n\n\n<p>Key Takeaways:<\/p>\n\n\n\n<ul><li><strong>Value vs Price<\/strong>: Brands must reinforce their value proposition in the face of mounting private label pressure. Consumers want low prices, but also quality, trust, and meaning.<\/li><li><strong>Innovation as a Differentiator<\/strong>: Continuous innovation is essential\u2014through new products, formats, healthier options, and convenience-focused solutions that add value and foster loyalty.<\/li><li><strong>Strength of the Local<\/strong>: Local brands benefit from proximity, authenticity, and origin\u2014qualities increasingly appreciated by consumers, particularly in food. This enhances emotional connection and sustainability perception.<\/li><li><strong>Manufacturers and Retailers: Rivals or Partners?<\/strong> A more strategic, collaborative relationship is needed\u2014working toward shared goals of value creation, efficiency, and shared insight.<\/li><li> <strong>Sustainability and Purpose<\/strong>: Brands with a clear purpose and sustainable commitment are better positioned for long-term differentiation. Purpose is becoming a decisive factor, especially among younger consumers.<\/li><\/ul>\n\n\n\n<p>In conclusion, the current environment demands <strong>adaptability, consumer focus, and bold decisions<\/strong>. There is no single winning model\u2014each type of brand has its own levers for success. But one thing is clear: <strong>consistency between what a brand says, does, and stands<\/strong> for will matter more than ever.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"800\" height=\"600\" src=\"https:\/\/www.azti.es\/wp-content\/uploads\/2025\/05\/Liderazgo-Inspiracional.jpg\" alt=\"Liderazgo Inspiracional\" class=\"wp-image-41562\" srcset=\"https:\/\/old.azti.es\/wp-content\/uploads\/2025\/05\/Liderazgo-Inspiracional.jpg 800w, https:\/\/old.azti.es\/wp-content\/uploads\/2025\/05\/Liderazgo-Inspiracional-300x225.jpg 300w, https:\/\/old.azti.es\/wp-content\/uploads\/2025\/05\/Liderazgo-Inspiracional-768x576.jpg 768w, https:\/\/old.azti.es\/wp-content\/uploads\/2025\/05\/Liderazgo-Inspiracional-450x338.jpg 450w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Talent_and_Leadership_Keys_to_a_Sustainable_Future\"><\/span><strong>Talent and Leadership: Keys to a Sustainable Future<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Finally, Food4Future also addressed a core challenge for the industry:<strong> attracting and retaining talent<\/strong>.<\/p>\n\n\n\n<p>In the session <em>\u201c<strong>Inspirational Leadership: Empowering People and Fostering Teamwork<\/strong>\u201d<\/em>, business leaders from tech and agri-food\u2014Cristina Burzako (<strong>Telef\u00f3nica<\/strong>), Ver\u00f3nica Pascual (<strong>Asti Foundation<\/strong>), and Sara De Pablos (<strong>Greater Transition Community<\/strong>)\u2014shared insights and reflections.<\/p>\n\n\n\n<p>They stressed the need to<strong> dignify and elevate careers within the agri-food sector<\/strong> to position it as an<strong> appealing and professionally rewarding field<\/strong>. The discussion highlighted key HR issues: <strong>diversity, inclusion, average workforce age, absenteeism, and hiring challenges<\/strong> in the agri sector. All agreed on one <strong>essential ingredient<\/strong> for success in today\u2019s climate: people. <strong>Talented, motivated, empowered individuals who align with the company\u2019s purpose and values.<\/strong><\/p>\n\n\n\n<p>To attract and retain talent that adds value and fosters teamwork, <strong>companies must understand the new expectations and values of today\u2019s professionals<\/strong>. The speakers called for a more<strong> soulful leadership<\/strong> style\u2014one that inspires and <strong>empowers<\/strong>. They also stressed the importance of building <strong>united teams<\/strong> around a <strong>shared mission and maintaining transparent, consistent communication<\/strong> to align the business with its purpose and build strong, attractive employer brands.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>From 13\u201315 May, the Food4Future 2025 summit became a vital forum for debate and reflection on the present and future of the food industry. Below, we share some of the [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":41564,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_tribe_ticket_capacity":"0","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":[],"_tribe_ticket_has_attendee_info_fields":false},"categories":[3],"tags":[],"tax-big-challenge":[42],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.4.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Strategic Perspectives: Highlights from the Food4Future WS<\/title>\n<meta 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