So what does this actually mean? In a piece by Alex Hawkins, new modes of food consumption are identified and explored. Think food brands using online content as a key selling point, rather than the packaging or the food itself; an online subscription service in which consumers are able to communicate with like-minded foodies and cooks; and chefs using their work to educate people about food inequality.

More than ever, we are looking to new mediums to consume, and strangely enough (given the concept of food is generally based on texture and taste), food is no exception.

With F&B brands becoming more content driven, creatives are challenging the industry to use its potential for storytelling to create meaningful connections and change. Thi Lam from Garnish Studios, a creative agency in New York, says he wouldn’t be surprised if food media began launching their own food and beverage products, and food brands create their own media.

Another emerging revolutionary practice is DEMI, by Empirical Spirits’ Alumni Ian Moore. The platform is a subscription-only service that brings people together online, to consume cooking and food-related content. The OnlyFans of food, if you like.

Beyond online communities, Bronx-based chefs collective Ghetto Gastro is taking things to the next level by bringing people together and using food as its medium for positive change. Martha Stewart has worked with the group, which has served over 35,000 free meals in a bid to educate and support its local community.

If digitising food consumption is next, online communities and the ways in which we experience food are set to evolve in ways we might never have imagined in a pre-Covid world. It’s then worth considering the implications on sustainability practices and other ways to consume looking forward. Watch this space.