Is it Time to “Intervene in the System”?

Since the public announcement of the Amazon and Whole Foods deal, many food system strategists have been feeling a bit dizzy trying to figure out what’s next?

Despite my experience in studying trends and food innovation, the Whole Foods Market and Amazon deal surprised me, to say the least. As the dizzy spell of the announcement hit me, I watched as friends and colleagues across the food system began posting their thoughts and sharing commentary. I have to say, the humorous posts, on twitter definitely helped soften the blow, a bit.

To understand what the Whole Food & Amazon deal means, it’s good to take a look at Amazon’s history, examined in Alessio D’Antino‘s ’article, “Was the Amazon — Wholefoods Deal So Unpredictable?”. Additionally, let’s take a quick look at the Visual Capitalist’s examination of the Bezos Empire.

With a look at the Bezos Empire, it’s easy to see why many articles are questioning whether this type of Monopoly power is the signal of the “failings of our current antitrust laws”.

With the business economy being led by extractive economic principles, in the United States especially, the past few years we’ve seen an intersection between tech and food with an increase in tech focused businesses that are relying on extraction to build the next food unicorn. A big question is, does the Bezos deal end this quest, or is it just changing the playing field of food delivery and the organic Whole Foods experience?

In 2015, a keynote speaker at Expo West in Anaheim spoke to the rapidly expanding Natural Foods Market and said, this years expo was the largest ever and also mentioned that with big box stores stepping into Natural trends, things are changing. I remember this well, because my business had already been hit by the changes and in 2015, I was force to change my career direction.

As the Amazon-Wholefoods deal comes to the table, I ask my colleagues and friends, what does this mean for community food sheds? Many articles on “The Deal” focus on big box retailers that will be effected, but what if we take a deeper look at food security, resilience and food justice? Also, what if we take a look at the people and human centered and regenerative focused business models.

John Foraker, CEO of Annie’s Foods and Alice Waters, founder of Berkeley’s Edible School Yard, encourage Bezos to step up to the plate and think about ‘Social impact’, and to use this merger for social impact, like delivery to food deserts and increasing nutritious food options to underserved communities (the “Triple Threat”). Foraker has a history of this with his leadership of Annie’s before and after it was purchased by General Mills.

On a similar, but different note, companies like Good Eggs & Thrive Market, say “bring it on” and are ready to compete with a differentiator of ‘good food’ rather than ‘cheap food’. Personally, I believe that they are correct, especially if the Amazon-Wholefoods deal opens up the eyes of investors and consumers and begins redirecting their money and resources?

Imagine a food system rooted in community, where entrepreneurs, organizations and funders focus on putting time, money and resources into supporting local food sheds? Is this possible? I personally believe that entrepreneurs and community leaders can change the world and that this will be done at the intersection of food, design and technology. It is my life mission to support initiatives and programs focused on food sovereignty and protection of natural resources necessary for food production and security.

In addition to working with several projects and teams, I’m also interested in youth programming and in supporting the next generation of leaders poised to make a difference at the intersection of food, tech and design. What community are you in and how can your local food shed be supported better? The Amazon-Wholefood deal is initiating and changing the food system as we know it. Tools like Computers, Smart Phones, Cars, Public Transporation, Factories and Tech Companies are changing our economy by changing how we interact with the world around us. We have a power to make a difference. What are you doing to support your community. How are you connecting to your local food shed and working toward food security and food justice?