# Harvest Modification Brands host pop-ups to illuminate healthy additions to chilled products. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Feb 9, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/harvest-modification ## Key Figures - Trend score: 4.4/10 - Evidence articles: 5 ## What is the Harvest Modification trend? **Harvest Modification:** In order to re-position chilled food products as a responsible meal option, brands are putting forth comprehensive campaigns that illuminate a product's best uses. Often incorporating fresh ingredients and calling on the talent of local chefs, such promotional events serve to elevate ready-made food products as health-conscious options. As consumers become more informed about their consumption, they require experiential education to change pre-existing notions. ## At a Glance - Evidence: 5 featured examples - Articles from: Sep 11, 2015 to Jun 21, 2016 - Published: Feb 9, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Harvest Modification trend ### Experiential Education Campaigns As consumers become more informed about their consumption, experiential education serving to elevate ready-made food products have disrupted the market for health-conscious options. ### Pop-Up Events Pop-up events, such as branded soup shops and experimental snack brand pop-ups, continue to disrupt the market and capture the attention of consumers. ### Reducing Food Waste Companies are developing innovative approaches and campaigns, such as The Economist's 'From Bin to Blender', to reduce food waste and turn it into new products. ## What the Harvest Modification trend means for industry ### For Food & Beverage Experiential campaigns, branded food pop-ups and developing new approaches to reduce food waste continue to disrupt the industry. ### For Marketing & Advertising Pop-up events are becoming increasingly popular as a marketing and advertising tool, appealing to millennials and capturing the attention of consumers. ### For Sustainability Reducing waste and developing innovative approaches to use that waste in new products, appeals to green-oriented consumers and is likely to drive marketing strategies. ## Workshop question Recreate your own pop-up, which is designed to enlighten consumers on a typical misconception of your market/brand. What does this look like? ## Trend signals for Harvest Modification Trend score 4.4 out of 10, from popularity 56%, activity 68%, freshness 8%. - Popularity: 56% - Activity: 68% - Freshness: 8% ## Examples of the Harvest Modification trend 5 featured examples from Sep 11, 2015 to Jun 21, 2016. - [Branded Soup Pop-Ups](https://www.trendhunter.com/trends/campbells-popup): This Famous Chef is Currently Running the Campbell's Pop-Up Shop (Category: Marketing) Implication: Partnering with well-known brands to create unique dining experiences and offering globally-inspired soups provides opportunities to disrupt the traditional food and beverage indu… - [Ugly Fruit Smoothies](https://www.trendhunter.com/trends/blended-smoothies): The Economists's 'From Bin to Blender' Campaign Shares Blended Smoothies (Category: Eco) Implication: The food and beverage industry stands to gain from new technologies and business models that address food waste and improve sustainability. - [Experimental Snack Brand Pop-Ups](https://www.trendhunter.com/trends/ryvita): Snack Brand Ryvita Will Launch an Experiential Pop-Up Cafe (Category: Marketing) Implication: The food and beverage industry can explore the potential of sensory-driven dining experiences and experiential pop-up events to differentiate their brands and attract consumers. - [Festival Yogurt Shops](https://www.trendhunter.com/trends/yogyurt): Snog's Yog-Yurt Pop-Up Offers Refreshing Treats to Concert Goers (Category: Lifestyle) Implication: The trend of opening temporary yogurt shops at music festivals falls under the pop-up retail industry, where businesses can take advantage of limited-time opportunities to attract… - [Urban Kefir Cafes](https://www.trendhunter.com/trends/healthy-dessert-menu): Toronto's deKEFIR Offers an Artisanal and Healthy Dessert Menu (Category: Lifestyle) Implication: Disruptive innovation opportunity to differentiate from competitors by focusing on health-conscious dessert options like Kefir-based treats. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)