Sima Hamadeh
Haigazian University, Lebanon
Title: The global food technology battle for mouths, minds and markets
Biography
Biography: Sima Hamadeh
Abstract
The global food technology battle for mouths, minds and markets
Statement of the Problem: In the dynamic realm of technology and marketing, food isn’t what it used to be. A variety
of phenomena is driving the innovation and trends in food sciences, technology and marketing. Besides its great
applications and offered opportunities, food-technology is not without its challenges. Therefore, what we can do to
overcome these challenges? The purposes of this study are 1) to provide basic knowledge and skills about the impact of
food-tech on attitudes, dietary behaviors and nutrition economy; and 2) to develop a logic model for responsible foodtech
marketing. Methodology & Theoretical Orientation: Our approach draws on evidence from a range of disciplines
(food technology, socio-psychology, marketing, communication, nutrition economics and public health nutrition) to
develop a holistic theoretical framework to communicate responsibly sourced, safety, reliability, trustworthiness and
well-being in food-tech marketing. Findings: Social marketing approach showed the rise of food-tech startups and how
digital marketing comes into play. Food industry is: 1) increasingly taking advantage of new technologies leading to the
creation of new products; and 2) leveraging the power of digital marketing in the food-tech industry. This study reports
on new marketing strategies and trends, equipment and processing methods, innovative technologies, raw materials and
additives, packaging systems and other important topics of selling and purchasing marketing. Findings are based on many
marketed innovations in the food-tech field and are supplemented with real-world examples and studies. Conclusion &
Significance: Innovation at the intersection of food, technology, behaviors and designs created the need for comprehensive
and up-to-date tools to educate public, professionals and executives on food technology opportunities, challenges and
pitfalls.