BEAM Summit Edition 1
06. - 07.06.2024
Foto credits © Hannes Unterhauser
Visionary ideas and inspiration for tomorrow – but prêt-à-porter: these are our first BEAMS. Concrete approaches from the keynote talks that the BEAM community found particularly valuable.
’We either find something new, or the planet will die,’ says Martin Raymond, co-founder of London-based The Future Laboratory in his talk. He has developed BEAM, a 6-point system for sustainable growth and adaptability, encompassing agriculture, food service, gastronomy, hospitality, tourism, and destination management.
He points out how damaging intensive agriculture is for the environment and invites us not to reflexively reject 'lab food'. He calls for the courage to engage in discussions outside our own bubble, and advocates for the improvement of local products, bringing producers and guests together to tell the story of the origin and societal value of food – all things that younger generations also desire. They are, in fact, seeking experiences with sustainable added value.
New technologies take over standard tasks, creating more space and time for personal care.
Other trends among these target groups? Set-Jetting, or traveling to original locations of series, films, or games, represents a strong marketing opportunity. And Bleisure, a mix of business and leisure: leisure and work in vacation spots thanks to remote work.
Martin Raymond's bulletpoints:
Signe Jungersted completely reimagined Copenhagen as a destination. One of her most intriguing approaches: 'Ask not what locals can do for tourism, ask what tourism can do for locals.' This turned the transformation of Copenhagen into a participatory process and a powerful strategy to address the (perceived and real) phenomenon of Overtourism. She also discarded the principle of 'the customer is king' – instead, the conveyed values, character, and identity of the destination should be regal.
By the way, tourists are reluctant to identify themselves as such, they see themselves more as 'temporarily local.' And to ensure that this relationship is a positive one, the local community should be actively involved as stakeholders in decision-making processes. This gives rise to collaborative initiatives that positively shape the living and vacation space for all involved.
Signe Jungersted's transformation souvenirs:
'I don't want to convince anyone to become a vegan, I just want to have the choice' says Godo Röben. He initiated the transformation of Rügenwalder Mühle and successfully led the traditional sausage company towards alternative proteins. Today, he promises that more and more meat alternatives will come – and they will taste even better. Why is this relevant? Because all meat and sausage companies face three insoluble problems: factory farming, climate change, and the societal impact of high meat consumption. The world population will grow, increasing the need for food. The market is already in motion, and plant-based food alternatives are becoming necessary. And more attractive.
Godo Röben's to-do list:
In her talk, Roberta Ceretto shares the story of her family business in the Langhe region of Piedmont – and their journey from simple winemaking out of sheer necessity to today's diverse blend of organic wines, nougat, environmental consciousness, terroir, modern art, and local products in their own three-star restaurant. What makes her family story inspiring is the constant theme of change and realignment, in a place where there was hardly any hospitality infrastructure until just under 50 years ago. However, there was a diverse agriculture, with products that were unmatched. The Ceretto family has brought their heritage into the 21st century: carefully, yet successfully.
Roberta Ceretto's main ingredients: