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The food industry loves a breakthrough. Consumers love dinner
By Emma Curtis2026-11-14T14:22:00
Real innovation isn’t about novelty, it’s about improving the foods people already buy, so the better choice is also the easy one, says Emma Curtis, managing director at Strong Roots
The food industry has a novelty problem. We celebrate breakthrough technologies, unfamiliar ingredients and entirely new product categories. But food systems don’t change because something is new.
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