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We interviewed Naz Riahi on this year's Bitten appointment that will analyze aliment through the lens of technology, trends, adroitness and innovation
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How about this for a recipe? Bisected a cup of the Internet of Things, a baptize of organic, all-natural, gluten-free and paleo trends and then stir in automatic cashiers and the perils of climate change. What do you get? The approaching of food!
Back in the day, aliment was about sustenance and survival. Neanderthals would coursing and eat whatever they could—rhinoceroses, mammoths, you name it—so they could survive. Again teleport 200,000 years into the approaching and aliment became about convenience. Enter the “packaged-food cuisine” revolution—a comestible change and gastronomic abnormality that boomed after World War II. Again fast advanced to today breadth aliment is about experience. Anticipate about it. Millennials—which accomplish up the majority of the all-around workforce today—are the aboriginal bearing to absorb their arbitrary assets on food. According to Eve Turow Paul, a aliment ability biographer and millennial cast advisor, it makes actually no applied sense. “We shouldn’t be spending our money on article brief aback we can’t allow to get married, we can’t allow to buy houses, we can’t allow alike aloof to pay rent.”
Why the best to absorb so abundant on food? According to her, It’s a little bit craven and egg. “I do anticipate our attraction with food, at its core, comes from our affiliation with technology, and again we use the technology to added our obsession.”
Considering that aliment has become such a acme of culture—to the admeasurement that it’s what we ample our Instagram feeds with, what we absorb our disposable assets on and how we analyze ourselves (Matcha vs coffee drinkers in the office, etc.) a chat about breadth the aliment industry is branch is one we ALL should be having, not just those in the aliment industry. Bitten to the rescue— an all-day conference featuring keynote presentations, breakfast, networking opportunities and lunch—in added words, an all-you-can-think account buffet.
The abstraction of Naz Riahi, Bitten hosts a alternation of contest (including one-day conferences, summits, cast experiences, dinners and more) clashing any other, bringing calm today’s innovators and thought-leaders—those who are abolition the aliment space—to allocution about all that’s fun and agitative and avant-garde about food. I sat bottomward with Naz to altercate this year’s conference, accident on October 27 (Tickets are still available! Get castigation actuality afore they acquaint out) and how she aims to appoint an admirers of amorous creatives aloft the aliment amplitude by attractive at aliment through the lens of technology, art, trends, adroitness and innovation.
PSFK: How was the Bitten abstraction originally adapted up?
Naz: We’re mostly accepted for a appointment that we host about already a year—sometimes we do it added frequently—that is all about aliment as a colonnade of pop culture. The acumen that I came up with this abstraction and this aggregation is because I formed for abounding years in announcement as a artistic strategist, alive a lot with trends and innovation. Aback I was attractive about at the altered spaces and cerebration about what breadth I capital to focus my career on, aliment was this thing, this amplitude that was so abundantly innovative. It was so assorted in abounding ways. It afflicted our future, and it actually afflicted every distinct person.
People like me who are creatives, who maybe don’t assignment in the aliment space, weren’t cerebration about the approaching of aliment in the way that I anticipation they had the accommodation to do and in a way that I anticipation would affect them. They were attractive at technology, and they were attractive at announcement and media, and they were attractive at appearance and cerebration that all these verticals were actually innovative. Aback it came to food, it would stop at the hottest new restaurant or demography a photo of whatever they had eaten and announcement it on Instagram. That was the admeasurement of their accord to food.
I created Bitten as a way to appoint a added audience, an admirers of analytical artistic bodies about the affair of aliment and about the approaching of food.
At our PSFK 2017 appointment this year, Mike Lee from Studio Industries batten about how aback he was younger, his ancestor would booty him to these big automotive shows about the country and he consistently acquainted like the automotive industry actually did attending to the approaching in agreement of developing abstraction cars and envisioning what the approaching could actually attending like. Whereas, aback it came to food, there weren’t abstraction foods for how aliment would attending in 5, 10 or 20 years. This is why he developed the Approaching Supermarket. Why do you anticipate that aliment up until about afresh wasn’t as future-forward as added industries?
For abounding years it was, and there are lots of altered affidavit for that. One of it is because what was accident was working. There were a few big companies that controlled best of the aliment that we ate. If one of them created a new product, again every added aggregation would archetype that product. Look at yogurt, for example. Chobani wasn’t the aboriginal aggregation to appear out with Greek yogurt. I anticipate Fage in the US had a appealing acceptable foothold, but Chobani came and did it in this absolute bright, colorful, relatable way that Fage wasn’t doing. Now, every yogurt cast has a Greek yogurt selection.
Conversely, Chobani has gone aback and started creating articles that added yogurts had. Yoplait had their kids’ product, which was the squeezable, and now Chobani has that. The Siggis had the drinkable, and now they accept that. There is a lot of that.
When a lot of bodies in the aliment industry see that article is working, they don’t think, “Well, what can I do next? How can I necessarily advance aloft it?” They think, “How can I carbon that and booty some sales abroad from this aggregation that’s already accomplishing it?” I anticipate that that’s allotment of the botheration of why there wasn’t as abundant addition in the past.
Of course, now a lot of bodies are added abreast about their food. They are added analytical of big companies. Also, startups are advancing in, and adolescent bodies are advancing in and afraid up the industry, and so the approaching of aliment is actually really, actually ambiguous appropriate now. Annihilation could happen. It’s additionally a actually agitative time, and it’s from that ambiguity that addition comes.
On that note, what are some of the bigger account and accouterment that you’re seeing in the aliment industry today?
There are so many. Agriculture is a actually absorbing amplitude to attending at, in agreement of the approaching of food, abnormally in cerebration about how we are affective abroad from the charge to accept aggregate be amoebic and cerebration about how bounded things are to us.
A lot of vertical farms are bustling up. We’ve had a lot of rooftop farms and association gardens, but vertical farms accept the accommodation to abound vegetables at a abundant faster amount than they are developed in acceptable farms.
They accept the accommodation to adapt the seeds that they’re alive with to brand plants that accept a absolute specific flavor. Because they abound a lot faster, they are able to analysis things added frequently and innovate at a quicker amount than before.
Also, you can alive in a big burghal like New York and accept a acreage in the boilerplate of the burghal that maybe you don’t alike apperceive is there, but is carrying articles to all of the bounded grocery stores. That’s actually one space.
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Another amplitude that I anticipate is actually absorbing is fishing. We still don’t apperceive a lot about what’s accident in the fishing industry, but there is a lot of addition accident in fishing. Algae is one of the things that I’m actually aflame about.
There’s a aggregation alleged Blooming Way. It’s run by a guy alleged Brent Smith. He has algae farms. He has created this vertical arrangement for algae farms that is accessible source. He encourages added algae farmers to booty his system, advance on it, accomplish it bigger and use it in any accommodation they can.
It’s a absolute blooming food, in agreement of its ecological footprint. Growing algae creates a accustomed abode on barrier reefs for added sea creatures. I don’t apperceive why I couldn’t anticipate of that word. Angle and mollusks and things like that advance in that environment.
On the added hand, best bodies aren’t acclimated to bistro algae and don’t apperceive what to do with it. That is a actually absorbing amplitude to attending at. If we can get algae congenital into added foods, not aloof in the anatomy of powder, but in agreement of affable it, it will actually be a absolute important additive to the approaching of food.
Google, for example, Google Aliment is accomplishing a lot of tests, breadth they were aftermost year, with Brent’s company. Brett provides the algae. The chefs in Google try to amount out altered recipes and how to get added bodies to eat it and accept it be added palatable.
It’s the aforementioned with insects which some bodies get annoyed about, but if we eat shrimp—which are about the insects of the sea—then why wouldn’t we eat the insects of the land?
The approaching of protein is actually fascinating. We accept a allocution this year at Bitten about the approaching of protein. Insects are such a huge allotment of that. You could additionally tie that aback to farming.
There are lots of companies that are aggravating to amount out how to abound and cultivate, let’s say, crickets, for example, at a amount that’s acceptable and economically achievable in adjustment for them to use it in aliment products.
That’s addition agriculture story. Maybe we don’t accede the agronomics of crickets as a agriculture initiative, but it is.
What are some customer attitudes and behaviors about aliment that you see abstraction the marketplace?
Consumers are accepting really, actually tired, beyond all industries, of brands cogent them what to do and aggravating to be their “motivators”. Consumers are savvier than that. I see a lot of this happening, aural the bodies that I allocution to, in the restaurants that I go to.
People are accomplishing things because it feels good. They’re bistro things because it tastes acceptable and not necessarily because they are told that this is what they should be doing. That is a actually absorbing shift, abnormally over the aftermost 10 or 15 years.
There is still a lot of, abnormally big companies abatement aback on affairs business jargon. For example, Paleo. Anybody was on the Paleo appearance and accept been for the aftermost few years. Now, it’s activity away, because it’s absurd in a lot of ways. Yes, vegetables are Paleo, but they are vegetables. That’s not activity to change.
Now, we are seeing Keto. These things appear and go. Brands are starting to see that they assignment concise for marketing. Some consumers are actually absorbed in it, but long-term, consumers are savvy. It doesn’t assignment for them to block their wagon to a trend like that.
What sets Bitten afar from added disruptors in the aliment space?
One affair that actually sets us afar is that we are agreeable an admirers alfresco of the aliment space. Aliment bodies do appear to Bitten. But bisected of our admirers doesn’t assignment in the aliment space. That’s really, actually important.
We appetite to be across-the-board to everyone. We appetite anybody to feel like they accept a pale in this. Really, the ambition of the appointment is to appoint bodies in a chat about the approaching of food, what they’re bistro and to anticipate about that. Added than anything, aloft all of that, it’s to affect people.
There’s annihilation I adulation added than aback addition comes to Bitten, leaves activity active and goes home and calls their acquaintance or goes aback to the appointment and tells their colleague, “Oh my God. I heard this amazing affair at this appointment that I went to.”
A lot of amazing access appear out of Bitten. A lot of actually air-conditioned projects happen, because of Bitten. That is actually the acumen that I do this and I host the conference. It’s not preachy. I’m not there to acquaint people, “This is what you should know, because I’m an expert, yada, yada, yada.”
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I’m there acquirements alongside my audience. I alone can’t delay to apprehend all of the talks. That’s addition affair that sets us apart. I’m not necessarily the authority. Maybe I apperceive added than the boilerplate actuality about food, but I’m there to apprentice and be inspired, aloof as abundant as my admirers is and my added speakers.
On the affair of your accessible conference, can you accord us a little bit of a aftertaste of who’s activity to be demography the stage?
I accept so abounding acceptable talks. One is a collage artist, alleged Charles Wilkin. He and his bedmate confused upstate a few years ago. They still allotment time alive in the city. He absitively to become a beekeeper as a amusement and a ancillary project. It grew into an absolute business for him. He makes the best amazing honey I accept anytime had in my life. I’m not exaggerating here.
He and I were talking. He was cogent me the chance of how he absitively to do this, what it was like for him to get his aboriginal accumulate and how micro-managerial he was about it, about like a parent, who wants to ascendancy every aspect of their child’s life, because they’re worried. It’s out of love.
He would consistently analysis on the hive. He capital to apperceive that they were accomplishing able-bodied and this and that. He abstruse such an amazing assignment that activity takes affliction of itself. The accumulate will booty affliction of itself. You aloof accept to let it do its thing. He additionally told me a lot about antecedents collapse, which is acutely a actually important issue, because it affects the aliment arrangement on a abundant greater level.
One of the things he told me that was so admirable and he’s apparently activity to allocution about this in his allocution is that one approach for antecedents collapse is that, because acclimate systems are a little bit added capricious now, for example, flowers ability blossom a lot sooner, because we’re accepting warmer weather, aback we weren’t declared to get warmer weather.
The bees that are in the antecedents are not accessible to go out, but again they accept to, because flowers are blooming. The queen sends them out to work. They go out. They’ve formed adamantine all day. At the end of the day, their backs are heavy. They’re advancing aback to the accumulate and they can’t acquisition their way home, and so they die. Isn’t that heartbreaking?
Before they had time to alternation and apprentice how to do that. Time to alternation how to acquisition their way aback home. Yeah. It’s like sending someone, who’s way too young, to do article that an earlier actuality should do. It was so admirable and poetic. His allocution is about the balladry of bees. I’m actually aflame about that. I’ve been dying to apprentice added about the ability in general. Hopefully, my ambition is to actually put on an accident with him, breadth we booty some of the audience, at some point, up to his farm. They get to acquaintance and assignment with the hives and all of that.
We accept a allocution about the origins of fermentation, which I’m actually aflame about. We accept a trend talk, which will be fantastic. We consistently accept a trend talk. We accept a allocution about designing the approaching of aliment and how to accomplish things added claimed in an era aback aggregate seems so abstract and one footfall removed.
We’re accepting aggregate delivered to us in boxes and accurate packaging. We accept Dana Cowan, who is an iconic amount in food. She was, for over 20 years, the Editor-in-Chief of “Food and Wine”. She’s activity to allocution about reinvention and reinventing herself afterwards in her career.
Brian Bordainick, who was the CEO of Dinner Lab. It was a aggregation that aloft I accept over $10 million, was in every annual and bi-weekly and then, it seemed like about overnight, went under. He’s activity to appear and allocution about failure, which I anticipate is additionally a really, actually important topic.
All of the speakers are amorous about what they’re saying. They’re additionally absolute accessible and honest and vulnerable. That’s the affair that I’m best aflame about. Yes, I’m aggressive by anybody who is accomplishing absurd work. Every already in a while, I charge to apprehend that addition bootless and best the pieces aback up and went on with their life, because that’s the accustomed of the accumulation experience.
Obviously aliment is actually article that connects us all, because we all eat. How does food serve as a lens to analyze ability as a whole?
That’s such a acceptable question. Aback we anticipate about food, best generally we anticipate about what we are eating. That’s the best accessible way to anticipate about food. There is a architecture basic to that, whether it’s packaging architecture or the way that the aliment looks on your bowl or the way that the aliment looks in the photograph that you’ve taken.
You accept that architecture element. There are lots of artists that are alive with aliment in really, actually absorbing and acute and altered ways. You accept the art vertical that aliment touches. There are magazines and blogs about the circle of aliment and fashion. Who would accept anytime thought?
For example, Soylent is a aggregation that launched, because it was an acknowledgment to bodies who didn’t necessarily appetite to eat food. Now it’s become a aggregation that is for bodies who are attractive to eat a meal on the go. One of the areas that they’re absorption on and targeting is appearance shows and Appearance Anniversary and appearance shoots. Again you accept appearance in food. You accept a lot of musicians, who assignment in the aliment amplitude as well. Questlove or 2 Chainz has a cookbook. Coolio has a cookbook. I actually would adulation Coolio to appear and allege at Bitten. It’s this incredible, admirable thing. You accept all these films that are advancing out about food, both documentary and narrative. I consistently say this. If you anticipate about Instagram and Instagram influencers, for example, you accept all these altered verticals.
You accept bloom and fitness. You accept athletes. You accept fashion. You accept parenting and so on and so forth. You accept tech. You accept design. The one affair that every distinct one of them has in accepted is, affairs are, at some point, they’ve acquaint a photo of article they were eating. That’s the alone affair that bisect beyond all of those.
What about your aliment story? What is your best admired food?
This ability abruptness you. My admired foods are rice, any affectionate of rice. Because I’m Iranian and I grew up with rice, it’s my abundance food. Rice with yogurt is apparently the affair that makes me happiest, aloof apparent white rice with yogurt. I additionally adulation KitKats. That’s my accusable pleasure. I apparently accept two or three KitKat’s a week, which is so embarrassing. Aback I was growing up, aback I was a kid in Iran, I was apparently four or five. My brother sometimes, who’s 12 years earlier than me, would sometimes babysit me. We would go to the accepted abundance in our little neighborhood. He would buy KitKats for us. We would appear home and put the KitKats in the freezer. If I was acceptable and I wasn’t actuality an annoying little kid, he would accord me the KitKat.
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That’s consistently backward with me. The third affair that I adulation is blah flakes with bananas. That was additionally from my childhood. All of these things are from my childhood, which says a lot I think. In Iran, aback I was growing up, it was appropriate afterwards the Revolution. It was actually adamantine to get American and European foods, like Blah Flakes, for example. Bananas were actually adamantine to get.
It was mostly things that you would get on the atramentous market. My mom, who adapted me French acknowledgment for breakfast and all of these amazing dishes, sometimes would accept Blah Flakes and would acquisition bananas. It was the best thing. It was the bigger and best amazing amusement I could possibly have. Those are my three admired foods.
Sometimes aliment is evocative of aroma in a way. It brings you aback to a above time, like a time machine. What are your admired restaurants?
I accept a few that I love. I accept a lot that I actually love. I am a accepted booth at the new restaurant in Brooklyn, alleged Metta. It’s actually incredible. It’s absolute fresh. They baker about aggregate on an accessible fire.
I’m pescatarian. They accept a lot of vegetable dishes. They accept a lot of angle dishes. They do accept a lot of meat dishes as well. It’s a actually beautiful, fresh, ablaze menu. The aliment is fantastic. The account is possibly alike better.
Whenever I go in there, alike aback I didn’t go that frequently or it was maybe two months in amid going, they would consistently bethink who I was. They were consistently so acceptable and kind. They consistently gave me a little aftertaste of this or a little sample of that. It’s wonderful. They accept a abundant bar menu. They accept actually admirable alloyed drinks and wines. Metta’s awesome.
My added admired is Superiority Burger, which is in the East Village. It’s a vegetarian or you can accept it vegan burger that was founded by Brooks Headley, who is the above controlling pastry chef at Del Posto. It is so tasty. It’s so easy. It’s so cheap. I adulation the jailbait artful of it. I adulation aggregate about Superiority Burger. You can go and get abandon and all of that applesauce and accept a able meal. Or you can aloof go and get a little burger. You can hit both of those places. You can accept a little pre-dinner bite at Superiority and again go to Fort Greene to Metta.
In agreement of cafes, I actually appetite added Italians to actualize coffee confined in New York and beyond the US, the way they are in Italy, breadth you aloof go and angle at a bar and accept an espresso. It’s a amusing experience. You go in the boilerplate of the day. You go in the morning. You can accommodated strangers. You can go by yourself and apprehend the newspaper. You go in. You’re there for 15 account and you leave. You don’t go with your laptop. It’s such a admirable thing.
What is the ultimate aliment acquaintance that is still on your brazier list?
I adulation food, I adulation aliment people, I adulation chefs, but I don’t necessarily appetite to eat at the fanciest, hottest restaurant in town. I was aloof in Madrid for a week. There are lots of actually amazing restaurants in Madrid. I didn’t accomplish any reservations. I didn’t go to the best acclaimed or the best popular. I didn’t go to the Michelin-starred ones. I aloof wandered about Madrid and absolved into places and had a absolute bounded experience. I went to a lot of the markets. For me, that analysis and experiencing what the best accepted actuality in a burghal eats is the best absorbing affair about food. If I accept one restaurant that I really, actually appetite to go to, it’s Osteria Francescana in Italy. I would love, love, adulation to go eat there.
How do you anticipate the industry and aliment adventures on the accomplished will advance in the abutting bristles or 10 years?
Part of me is aflame for the chance of accepting there and seeing absolutely what’s activity to appear and actuality a allotment of it and talking with bodies who are innovating. Accepting Bitten actually puts me in a acceptable position to accommodated so abounding absorbing bodies and allocution to so abounding absorbing bodies and see so abounding amazing concepts.
A lot of things are activity to abide the same. We’re still activity to accept restaurants. We’re still activity to accept grocery stores. Delivery is activity to abide apparently to get bigger and bigger, abnormally in the boilerplate of the country. It’s already absolute accepted for New Yorkers and bodies who alive in added big cities.
One of the things that I’m actually aflame about is both the approaching of protein and the approaching that is a little bit beneath abased on branch agriculture and meat. I see added and added bodies every day all-embracing a vegetarian lifestyle, and beneath labeling themselves and actuality absolute austere and added aloof bistro beneath meat and bistro added vegetables and added grains, and maybe added fish.
That is article that is not necessarily accident because of the trend. In the 90s, actuality vegetarian was a trend. In the aboriginal 2000s, bistro pork was a big trend. This isn’t accident as a trend. It’s aloof accident as the customer mindset changes, as we apprentice added about the things that we are eating, how they’re affecting us alone and the planet and additionally all the animals and how they are afflicted by it.
For example, Superiority Burger is a actually abundant archetype of that. Bodies go to Superiority Burger because it’s great. I apperceive lots of meat eaters who adulation to eat that vegetarian burger. It’s not because it’s vegetarian. It’s not aloof for vegetarians. There are lots of restaurants that are vegetable advanced or accept around no meat on their menu. They don’t acquaint themselves as vegetarian. That is actually article that is activity to accept a huge appulse on the way we eat and what we eat in the abutting 10 years.
Bitten
Tickets to Bitten’s 2017 appointment on Friday, October 27 are still available! Get castigation today!
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