Farm & Food 4.0
International Congress Berlin
Farm & Food 4.0

21. November 2017

Food and Mobility: How to combine mobility with good and healthy food?

Helmut Ramsauer on digital transformation

Together with business transformation specialists SPINPARTNERS, N+P Industrial Design Agency from Munich have developed a holistic approach towards satisfying the need for good food whilst on the go. Amongst others, the following questions were in focus: How can you radically simplify the selection and payment of food on the go? How can your place of eating, in the car, train or plane, support a positive eating experience? Helmut Ramsauer, Managing Partner of SPINPARTNERS willbe presenting the concept at Farm&Food 2018 in Berlin. We spoke to him prior to the event about his vision of good, mobile eating experiences.


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Farm & Food: You claim that mobility and good food aren’t mutually exclusive. What is the concept of AVA – always vital available?
Helmut Ramsauer: The basic idea of this holistic concept of “food and mobility as-a-service”, or in other words, the mobile, enjoyable consumption of food available flexibly and individually everywhere on the go.

To reach an optimal eating experience, we looked at diverse things and thought about the meals themselves, recipes, portioning, cutlery, the physical environment and logistics. All of these things contribute to a good eating experience.

You offer a data-driven, individual catering experience. Which conditions need to be fulfilled for the customer to be able to enjoy such an added value?
An important foundation for a good, mobile eating experience is the cooperation of diverse branches, both from a design as well as data and logistics perspective. We haven’t developed a ready-made solution, rather a detailed, cross-industry approach.

Companies from diverse branches are invited to make their contribution to this mosaic.

To what extent do you believe that data will determine the food market of tomorrow? Which services will we see in the future?
One example is the level of logistical freedom through “Food-to-Route” and “Route-to-Food”. Food can be brought to the traveller’s route, or the traveller can change their route to receive the food, e.g. at a pick-up point or in a stationary restaurant. You can also combine the two levels of freedom.

In order to optimally harmonise such solutions, data from different parties are required. There are already offers in several cities in the tourist or events industries where shared menus are offered. An interesting project was realised by Volvo and UberEATS in Tokyo. Uber delivery rivers delivered meals from star-rated restaurants in a Volvo: All Star Restaurants.

How important is the Farm&Food conference for you? What do you expect from your participation?
I find the inter-disciplinary approach at Farm&Food exciting. There are renowned speakers from diverse branches. It’s important for us to find out more about their views on this topic and exchange.

What, in your opinion, is the biggest challenge entrepreneurs in the agricultural and food retail industry have to face regarding progressive digitalization?
The biggest challenge of digital transformation, in my opinion, is to include people in the journey.”

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