How are consumer habits going to change as Gen Z play an increasingly prominent role? In this episode of the Food Matters Live podcast, recorded live at our event in Ascot in October 2024, a panel of experts look at the mega trends shaping the food industry of the future. They discuss how Gen Z's values of authenticity, transparency, and environmental consciousness are reshaping the sector.  Their skepticism toward traditional advertising and greenwashing is driving a new level of accountability, pushing brands toward transparency and genuine sustainability efforts. Our panel dive deep into the plant-based market’s evolution, with insights into what is holding the market back and where it might head next.  They also discuss ultra-processed foods, the impact of consumer demands on industry practices, and how the lack of a standardised definition of “ultra-processed” complicates the picture. Guests: Steve Gladwell, Senior Associate, Food Strategy Associates Thea Alexander, CEO and Founder, YF Charlotte Cremonese, Head of Food and Innovation, Charlie Bigham's