Op Ed: Jenny Joseph – Why the Third Wave of Food Is Rooted in Realness

Jenny Joseph, CEO of Fascin8Foods, advocates for a new wave of conscious consumerism rooted in whole, real ingredients. Named the "Restoration" movement, this approach focuses on providing food that nourishes both the body and the planet without compromise. This shift away from processed and lab-grown foods to natural ingredients that consumers can trust aligns with a global food conversation that values sustainability, climate resilience, and cultural resonance.

One standout hero of this restoration movement is the mushroom, known for its nutrient density, umami flavor, and sustainability. Mushrooms require significantly less land, energy, and water to grow compared to other plant-based proteins like soy or wheat. Consumers are increasingly seeking food that is not just healthier but also provides a better taste, transparency, and connection to the food on their plate. The third wave of food is about reimagining what food can be, with a focus on trust, sustainability, and human connection starting from the soil and made with real ingredients.