2022 gives us the perfect opportunity to ask big questions and re-examine how we use technology. The Northfork team has certainly be doing so at the start of the year. One of the big topics the team is considering is content. Specifically, how food tech is changing the way we use content and the value that it delivers.

The value of content

"There's this dated misconception that you have to own content for it to deliver value," explains Northfork Co-founder Erik Wallin. "That's no longer the case. With the technology we have available, a third-party recipe publisher can deliver huge value to a grocery retailer. The content doesn't have to reside on the retailer's site to be valuable to them."

Look at the online grocery shopping experience from the consumer's perspective and it's easy to see the logic. The shopper is inspired to cook a recipe on a third-party site. All the retailer needs to do is provide a solution that allows the consumer to seamlessly purchase the ingredients without leaving the third-party site.

"It's all about meeting the customer at the point of inspiration, regardless of where that is," continues Wallin. "Those positive customer journey experiences can deliver huge value to the retailer. All without the retailer owning the content. But the shopping experience has to be flawless. If it's easy for the consumer, they are more likely to become a loyal repeat customer."

The role of social media

Social media is an important part of this seamless customer journey. The Waitrose 2021/22 Food & Drink report found that nearly one in three shoppers regularly used social media for food inspiration. Among 18 to 24-year-olds, three in four reported using TikTok or Instagram for recipe inspiration.

Northfork's technology enables retailers to harness this trend. Cross-platform shopping experiences enable consumers to go from inspiration to online grocery checkout with ease.