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As a Food Futurologist, Morgaine doesn’t look into crystal balls and predict that the future is filled with tall, dark handsome waiters but she does get to talk about food in all different contexts and capacities (she doesn't make tubes of food for space ships, or invent new substances like edible lycra – although she would quite like to and is open to offers…)
She is passionate about what she does because of how food affects us all on a daily basis. She has a team of wonderful researchers who help her search, scour, interview, write and compile a food trend compendium Bellwether : Food Trends www.bellwetherft.com which forecasts 3 years in advance and she presents and delivers some of that content or more bespoke research.
Food is a complex topic and involves society, behaviour, geo-politics, culture, beliefs, history, trends, fads, art, marketing, sensorial perceptions, biology and, well, almost everything. On this site you’ll see a variety of ways in which these elements inform different aspects of the work.
She applies modern scientific research to history, nature and global cultural theory, branding, marketing and consumer behaviour and helps ad agencies, PR companies and brands with new brand extensions/NPD, future gazing and trend reports. Amongst other things, this also involves public and private lectures/seminars, keynote speaking, academic research and publications, journalistic insights into food trends and helping established companies to revive their food brands.
In short, as a Food Futurologist, Morgaine explores all the facets of food; future food trends, why we eat what we eat, believe what we believe and what the future of food looks like.
And just so you know, she is terrible at following recipes, doesn't watch cooking shows and is not the world’s best cook, in fact, she is very average- a bit too experimental to ever create the same meal twice.