As the world grapples with food insecurity, climate change, and growing health challenges, transforming the global food system has never been more urgent.
At a recent HBA1 event focused on reshaping food systems, leaders in food sustainability, technology, and entrepreneurship shared bold ideas for building a more sustainable, equitable, and resilient future — from regenerating soil to developing brain-boosting food innovations.
Speakers included:
- Josh Domingues, Founder and Executive Chairman of Flashfood;
- Dan Nejman and Will Wang, both HBA ’21 and Co-Founders of Terra Optima Labs;
- Rachel Ross, HBA ’15, MBA ’20, Senior Manager of Sustainable Agriculture and Animal Welfare at Restaurant Brands International; and,
- Raymond Thomas, Professor and Research Chair, Director of the Biotron Experimental Climate Change Centre, and Principal Investigator of the Nootropic Foods Lab, Western University.
The discussion was co-moderated by Oana Branzei, Professor of Sustainability, Strategy, and Entrepreneurship at Ivey, and Richie Bloomfield, HBA ’14, MBA ’20, food systems scholar and Co-Founder of Urban Roots London.
Drawing from his experience with Urban Roots – a non-profit that revitalizes underused land for agriculture – Bloomfield noted that systemic change often starts small, within families or local communities, but can create powerful ripple effects. That’s why each panellist is making a meaningful impact in their own way.
Here are some of their ideas:
1. Localize and customize regenerative agriculture
Regenerative agriculture holds great promise, but its success depends on understanding local contexts. Ross emphasized the need to tailor strategies to the economic, cultural, and geographic realities farmers face.
For example, U.S. crop insurance policies often discourage crop rotation, while in other regions, tradition or limited resources may be barriers.
“It’s really about talking to the people who actually do the work versus coming up with a one-size-fits-all solution,” she said.
2. Reframe food insecurity as nutrient insecurity
While food insecurity remains a global challenge, Thomas suggested shifting the focus to nutrient insecurity. Many diets meet caloric needs but lack essential nutrients. He described how researchers at Western University’s Nootropic Foods Lab are developing functional foods to support brain health – a rising priority in the post-COVID-19 era.
“If you have a huge head of lettuce and it’s 80 per cent water, then it doesn’t have the nutrients,” he said. “We need foods that improve brain health and help us to age healthily.”
3. Scale community-based models without losing local identity
Community farms and urban agriculture reconnect people with their food. But Bloomfield noted that scaling these initiatives means preserving their local essence. He explained how Urban Roots expanded through networks, not franchising, to maintain authenticity and community relevance.
“The community farming model is about the neighbourhood and what the community needs,” he said. “It’s tougher to do that in the franchise model, which also requires management’s needs.”
He also emphasized the importance of engaging young people in agriculture through innovation, technology, and entrepreneurship.
4. Foster a culture of mindful consumption and innovation
Mindful eating, food rituals, and intentional product design can change how we relate to food. Wang, also the founder of Zentein Nutrition Inc., shared how the texture of his company’s protein bar was designed to slow down consumption,
“People said it actually made them appreciate it, because instead of scarfing it down, they were able to really chew the food – take in the taste and texture – and be more present with their food,” he said.
He also cited a startup promoting coffee as a daily ritual, encouraging mindful consumption.
Meanwhile, Domingues underscored the value of reducing food waste. His company, Flashfood, partners with grocery stores to sell surplus food at a discount rather than discarding it. For his efforts, he received Ivey’s Worldchanger Award following the session.
On the tech front, Nejman discussed how artificial intelligence and precision agriculture could significantly reduce waste and resource use. However, he warned that many small producers still face barriers to adopting these innovations.
“In the vast majority of cases, [adopting technology] is quite a ways away [for small farms]. Margins are already thin in the agriculture sector … adding another layer of guaranteed expense can be basically a no-go,” he said.
5. Internalize environmental and health costs
To truly transform the food system, Ross said we must account for hidden costs, such as pollution, resource depletion, and health impacts, by incorporating them into food pricing.
“My vision for the future food system is one where externalities are baked into the cost of doing business… There’s really no cost to a farmer for polluting water streams or over-tilling the soil. That has to change,” she said.
Domingues echoed the need for strategic communication. When launching Flashfood, he found that sustainability messaging didn’t resonate – cost savings did.
“You have to understand what the stakeholder cares about – and that’s always evolving,” he said.
A call to action: Be the change
While the path to change is neither quick nor easy, the panellists encouraged students to see themselves as part of the solution – whether as entrepreneurs, advocates, or corporate changemakers.
“When I see you all in the audience, I see hundreds of solutions, because every single one of you is a solution,” said Wang.
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