Every day, 20 million images of meals are shared on social media; whether they are made at home, ordered online or consumed in a restaurant. And whilst traditional publishers do indeed contribute a share of this, the majority of #foodinspo comes from user-generated content. Despite these images evoking a strong emotional response, they become lost in a tidal wave of information known as “the internet”.
So what is it about the humble dinner plate that we humans find so compelling? Well, thanks to “the internet”, we now have a better understanding and awareness of how the foods we consume affect not only our health but the health of our planet. The Economist declared 2019 as ‘The year of the vegan’, citing that one-quarter of 25- to 34-year-old Americans now say they are vegan/vegetarian.
Despite the abundance of information and inspiration that is readily available, the majority of us find it difficult to get healthy, varied and easy-to-prepare meals on the table every day. Users turn to their favourite athletes on social media to ask “How do YOU do it?!”, but there’s limitations on how in-depth the athlete can provide information - as well as commercialize their content. We plan to actively change that.