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This article is part of our feature on the trends in the food and beverage sector, you can check out Issue 1 of Magpie here.
Dateline: a night towards the end of November 2017, somewhere in the Accident and Emergency department (ER) of St Thomas’ Hospital, on the south bank of the River Thames in central London. Your correspondent is being wheeled into an magnetic resonance imaging (MRI) machine to have some sort of scan. Just before the procedure begins, the nurse in charge gives a final instruction: “don’t forget to smile in there.”
Welcome to the first issue of Magpie – a new quarterly publication that tunes into signals from culture to help you navigate our transformative times. Each issue will focus on a specific vertical and feature stories sourced from our global network of strategists and industry experts.
For this launch issue, Magpie surveys the food and beverage landscape, reporting on the emerging trends that are driving innovation, influencing customer behavior and revealing powerful insights about the future direction of the sector.