Finger on the Pulse

May 2019

As Corporate Executive Chef for food distribution giant NAFDA, it’s imperative for Adam Moore to keep his finger on the pulse of the market. 

Having performed similar roles at Cerebos, Campbell Arnott’s and George Weston Foods, Adam’s impressive track record has been built upon the firm foundation of his broad knowledge across cooking, sales, marketing and restaurant management. In his role as corporate chef, he works closely with food technologists and nutritionists, marrying science with the art of cooking.  Adam -Moore

“My overriding goal is to be the key influencer on people’s choices and decisions in food and beverage – that’s what drives me,” Adam says. “The most exciting attraction of the job is the fact that every day is different. When I put my jacket on to start work, it’s a really proud moment.” 


Adam’s role has also given him a sound appreciation of the value of effective market research. “Big business uses market research as both a predictive mechanism and a sense-check, but of course it’s highly relevant to smaller operators too,” he affirms.  


Market research is an invaluable way of benchmarking what’s happening in a given moment in time. It can also help us not only in predicting trends, but in  shaping the food products of the future – how people might utilise them, which are the best channels to focus on. It gives us a snapshot of the market and, armed with that information, it’s usually possible to predict two to three years ahead. 


“Given it can take 16 months to develop a product, you’ve therefore got a timeframe that you can work within, and when your market research is sound, you can determine the right way to launch that product and be confident that the market will respond in a positive way.” 


Having managed his own restaurant prior to becoming a corporate chef, Adam also recognises the value of market research to foodservice operators and end-users. “It can help restaurateurs understand consumer behaviour and dining out choices – there’s so much information that can offer genuine insights. And with the market changing so fast, that’s never been more important. Look at the growth of third-party online order platforms and the rise of production kitchens – if you’re in the restaurant business today you’re bound to be asking, how is that going to impact on our trade, what changes do we have to make to stay competitive in the face of this kind of evolution? 


“Quality market research can help you answer those questions – it helps you make informed predictions, it can give weight to your gut feeling of where the market is going and provide evidence upon which to base your strategic response.” 

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Adam is very familiar with FI Foresight, having utilised the services of Sissel Rosengren and her team across four of his corporate positions. “We’ve also worked together at industry shows and micro-trend workshops,” he says. “I think FI Foresight are world leaders in  market research for the food industry. If you’re looking for research and insights that can put your finger on the pulse of the Australian market, you can’t do better than go to them.” 

 And, he reiterates, it’s not just big businesses that should avail themselves of such services. “No matter what size your food business, you should look into what market research can bring to the table – whether it’s new product conceptualisation, menu  development, idea generation, market research can instruct and inspire and help you take your business to the next level.”