THE ESSENCE OF MARKETING: SARA ROVERSI, FOUNDER OF THE FUTURE FOOD INSTITUTE.
Today we would like to share with you an extract of the interview we conducted with Sara Roversi during the occasion of the Philip Kotler Marketing Forum. Sara Roversi, a lifelong advocate of food, digital, social innovation and creative learning, decided in 2014 to found the Future Food Institute with the aim of creating a community of young food innovators, capable of generating a positive impact on society by acting at every level of the agriculture and food production sector. Here is what we asked her.
THE ESSENCE OF MARKETING: THE FUTURE OF THE AGRICULTURE AND FOOD PRODUCTION SECTOR.
We asked Sara Roversi if in her field, the future of the agriculture and food production sector, she sees the newly developing generation of entrepreneurs operating more like scientists or more like farmers. She answered that today’s agricultural enterprises are full of young people who have travelled around the world, learning about new scientific and technological methods, about big data. Sara also believes that the agricultural sector is the future, because it’s the sector that nourishes us and therefore people who work in it are definitely the engine of our society, with scientists always on their side to assist them.
THE ESSENCE OF MARKETING: A MARATHON OF IDEAS.
We then asked Sara Roversi if there is a model of a project for innovators, tried and tested in the food sector, which could also be applicable to the beauty sector. Sara did have a suggestion for us: ‘We organise a lot of hackathons, marathon sessions of ideas and moments where we try to work with young entrepreneurs, students and academics to brainstorm new concepts and solve current issues. It often happened when talking about food waste and circular economy, that new products were generated out of refuse. So, from the production of oranges, from oranges indeed, came the idea of producing textiles which contain vitamin C; or using waste from the tomato production process to extract lycopene, rather than using other elements in the production of lipsticks…’.
THE ESSENCE OF MARKETING: THE DISCOVERY OF HOT WATER…
As usual, we concluded the interview by asking Sara what is her essence, the one thing that most characterises her personality. She surprised us, by answering: ‘Hot water…it’s my hot water, everyone makes fun of me because I carry it with me every day, and just like the Chinese I drink a lot of it every day, often with some ginger. Ginger is the one spice that characterises me, because it has so many different properties.’ We therefore conclude this interview with a ginger-scented note and if you missed our previous interviews, we’d like to invite you to visit our YouTube channel with its playlist specifically dedicated to the Philip Kotler Marketing Forum.