I’ve been a market researcher since 1998, and over the years I’ve learned one thing: good research can change the world.

For a long time, I worked on projects that were interesting, but not necessarily meaningful. That changed when I started working with organisations trying to make the world a better place. Those projects were a tipping point for me. I realised that my skills in understanding consumers could help accelerate the transition to a future-proof society. From that moment on, I decided to only work on projects that matter, for organisations that place positive impact over profit.

That decision led me to co-found Future of Food Institute. Our mission is simple: help food companies, retailers, and policymakers understand what drives food choices, so they can influence them for the better. This is very important, because food influences well-being in so many ways. It can be a source of joy, well-being and energy (but just as well the opposite). And the agricultural sector is one of the sectors with the most impact on our future climate.

Every day, I apply my experience to bridge the gap between good intentions and real impact. I help organisations ask the right questions, interpret insights, and turn them into action. And that’s my contribution to a future-proof world. With this book, I hope to accelerate your journey.

Durk Bosma

Head of Thought Leadership At Future of Food Institute