Advertorial feature
[ BAILLIE GIFFORD ]
14 / 15
to analyse images of the earth from
satellites to figure out what is growing
where and what the conditions are.
This insight allows Indigo to monitor
the world’s food supply and determine
where to focus its efforts to greatest
effect. The company has significant
growth potential, even if it only
succeeds in supplying a small
percentage of the world’s crops
grown today.
Once food is produced, it typically
makes its way to customers via
supermarket shelves. However, with
more and more people wanting greater
convenience, but also healthier and
more responsible food
choices, companies such
as HelloFresh, offering
a meal-kit subscription
service, take the hassle out
of the dreaded food shop. Each
week, HelloFresh provides customers
with new meals, delivering the exact
amount of ingredients required with
clear instructions on how to cook,
helping to lower the amount of food
waste per household. With over 2
million customers worldwide and
access to vast amounts of data, the
company can determine customer
preferences, including what recipes,
ingredients and meals each household
enjoys. This information allows
HelloFresh to optimise its supply
TRUSTNET
Technological advances are
helping a few companies
to reimagine how food is
produced, prepared and
distributed to help make the
food chain fit for purpose
for future generations
chain management – if it is delivering
1 million meals tonight and knows
it needs 100 tonnes of carrots, the
company can buy them in bulk and
negotiate a better price.
Another change in dining preferences
is that people want to eat restaurant-
style meals, but in their own homes,
often with friends. This trend
underpins German-born company
Delivery Hero, which has one of the
largest networks of restaurants in the
online food ordering and delivery
space. It partners with more than
150,000 restaurants around the
world and currently delivers over 1
million orders a day. Its daily target
is 10 million. As Delivery Hero scales
its network, its focus remains on
keeping both its restaurants and
customers happy by personalising
the service they receive. By tracking
data on restaurant performance and
customer satisfaction, the company
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