Exploring Ingredient Provenance

Gone are the days when consumers will settle for any given food on supermarket shelves. In fact, many are now determined to know where their food comes from, and how it was made. Exploring the provenance of key ingredients adds a layer of quality, and educates consumers on the unique background of the product. 

In this Trend Watch report, we take a look at the consumer behaviour and latest product launches driving this trend.

In the food and beverage world, provenance is used to describe where ingredients were grown as well as how they were produced.