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Instant can be a plus

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WhatIF Foods
Instant can be a plus

It certainly gives a whole new meaning to the word “instant”. It also makes you wonder how the team now sees and defines the word.

 

 

 

“Urbanisation is here to stay,” answers Chris. “With rising populations and a majority of such populations moving into urban life with busy lifestyles, there is a scale back of the traditional elaborate kitchen, and people are becoming more and more time-poor.

 

 

 

“In this context, ‘instant’ food is about convenience, ease and efficiency. But being ‘instant’ is not enough of an answer to our generational shift. Urban life has also brought on a need for convenient nutrition, staying healthy, and sustaining our immune systems with little effort and time. And so ‘instant’ foods must go hand in hand with nutrition, or more holistically, nourishment. Instant food is convenient nutrition. It is nutritious food in convenient form.

 

 

 

“There is another relentless need, however – that is the need for our food to ensure fair profits for all and to take great care of the environment around us simultaneously. And so ‘instant’ food has a new benchmark: It is not only about being convenient, it is about nutritious foods that at once nourish us and our planet. This is my definition.”

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