Restoring the Future and Why the Third Wave of Food Is Rooted in Realness

GUEST POST

By Jenny Joseph, CEO and Co-Founder, Fascin8foods Pty Ltd

Fascin8Foods Founder & CEO, Jenny Joseph

The global food industry is at a reckoning point, caught between the promise of high-tech solutions and a growing hunger for something far more fundamental: real food. For years, alternative protein innovation has been charging forward. But the more advanced the science gets, the more consumers are left wondering: where did the food go? Now the third wave of food is emerging!

From ultra-processed meat replicas to cell-based biotech experiments, the journey has often taken us further from the earth, not closer to it. It's time to reverse course.

This next evolution isn’t about novelty. It’s about Restoration, a new wave of conscious consumerism grounded in whole ingredients, emotional connection, and planetary care.

The first wave of plant-based eating was built on imitation - soy, wheat, and pea isolates designed to mimic meat. It got attention, but left many asking hard questions about ultra-processing, allergen exposure, and ingredient opacity. The second wave brought cultivation, meat grown from animal cells in bioreactors. The moral case was strong, but consumers didn’t buy in. The “Frankenstein factor” loomed large. People struggled to trust what didn’t feel like food.

Now comes Restoration. And it’s not driven by tech hype, it’s driven by values.

Restoration is about food as strategy, not just sustenance. It’s about giving people what they’re really craving: flavour, nutrition, and simplicity, delivered through real ingredients they can see, name, and trust. It’s about returning to forms of food that nourish both body and planet without compromise.

Mushrooms are a standout. They offer natural umami, high nutrient density, and are free from common allergens, all while growing in just six weeks with minimal land, water, and carbon impact. Compared to beef, they use 99% less land and emit 50 times less CO₂. Compared to soy or wheat, they demand far less water and energy.

This is no longer a fringe idea. As explored in PPTI Magazine (July 2024), the global food conversation has shifted. Food is now understood as a strategic tool and a way to drive climate resilience, safeguard public health, and build sovereign supply chains. In this new context, Restoration makes sense. It’s scalable. It’s sustainable. And most importantly, it’s culturally resonant.

We’re seeing emotional trust matters just as much as nutritional facts. Food grown in vats might tick some boxes. But food grown from the earth, feels familiar, satisfying, and connected, that’s what builds long-term loyalty.

One-third of Australians now buy plant-based meats regularly. But they’re no longer interested in “less bad.” They want better. Better taste, better transparency, and a better relationship with the food on their plate. That means ditching the fake meat tropes and reclaiming wholefoods, not just as a marketing tool, but as a standard of integrity.

Source: Facin8Foods - Customer picking up FROOM products and recipe cards.

If the first wave was about replacing meat, and the second about recreating it, the third wave is about reimagining what food can be. Restoration isn’t a backwards glance. It’s a forward strategy rooted in trust, sustainability, and human connection.

And it starts where food has always started: not in the lab, but in the soil — with real ingredients, made with care, for a future that’s worth eating our way into.

Fascin8Foods is an Australian food innovator creating consciously crafted alternatives. Its signature range, Froom, features wholefood mushroom-based mince, balls, and burgers—made without wheat, soy, seed oils, or added sugar.

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