Shopping for Genes… what’s the future?

Imagine how our supermarkets will have to change operationally, physically and experientially with foods and beverages that can deliver regenerative nutrition, enhanced metabolic health, longer lifespan, and are targeted to ward off genetically predetermined diseases that are personalized to an individual’s taste buds.

Over the past decade, a lot has been said on the genetic architecture of disease, and how we can work to eliminate diseases through this science. How? Genetics can be used to identify taste, smell and texture based on each individual’s taste preferences and then combined with their health needs, this “recipe” will allow for the preparation of customized foods that are truly “nutraceuticals”. I met Dr. Stephen DeFelice, who is credited with coining the phrase nutraceutical, over 25 years ago when he was attempting to get food companies and food retailers to understand the power food had to change the course of America’s growing health concerns. It would not be till May 2004 that the Human Genome Project’s DNA sequence would be published, and clear the way for DeFelice’s vision of truly life-changing foods. And despite today’s market being over-saturated with dietary supplements, nutrients and vitamins all promising the fountain of youth, a benefit to this is that Supermarkets have come a long way, adding retail and corporate dietitians and pharmacists who on a daily basis are helping shoppers plan healthier lifestyles. But what’s next? Well now comes the challenge. Imagine how our supermarkets will have to change operationally, physically and experientially with foods and beverages that can deliver regenerative nutrition, enhanced metabolic health, longer lifespan, and are targeted to ward off genetically predetermined diseases that are personalized to an individual’s taste buds. Will we need private consultation rooms where a dietitian sits with your DNA map and “custom” orders recipes (or, say prescriptions?) based on your DNA taste and health preferences and needs? The shopper replenishes those foods and beverages online and only shops in-store for the other items that are truly for enjoyment, or enhance their diet with the other foods that have naturally occurring nutrient benefits, or household items? The next wave of nutraceuticals will certainly be the most challenging and the most important.