22 October 2019: SA food retailer provides colour coded DNA-linked dietary recommendations

Predicted headline date: 22/10/2019

In a world first, the largest South African online food retailer has implemented a food recommendation engine linked to a person’s DNA profile. “We are extremely excited about this new initiative”, said Ms. Boterbloem from the company. “We assist our clients to find the best culinary fit with their own DNA, and hopefully contribute to allow them to live longer, healthier lives”.

The Company’s website requests you to either link your DNA profile to the site, or for you to complete critical information on the most important DNA markers. Once you start ordering food on their website, the final grocery list is categorised into green, yellow and red categories, all linked to the dietary fit with your unique DNA profile. Green signifies a good dietary fit, with yellow being linked to food that have to be limited in your diet, and red indicating food that best be avoided.

One of the initiative’s first customers, Ms. Zierlich Persnickety, had the following to say: “It is a fantastic service, as I normally struggle to find replacement products for traditional breakfast cereal, milk and the odd desert. This service makes it possible to find the right product at the click of a button.” An additional advantage of the service, according to Ms Boterbloem, is that the website continuously updates their DNA – Food matching data via the global DNA research collated by SNPedia. “This allows us to be an active participant in distributing the latest insights to our clients via our food-matching algorithms.”

This initiative started with the small, but influential APOE4 community in Cape Town. Mrs. Werbist Dunochmal, the chairperson of the APOE4 action group explains: “We had a horrible time in obtaining the optimal food to support a Blastic supportive diet in order to limit the runaway proliferation of Beta-alloids in the brain due to a Clastic diet. The Ketone centric part of our diet where we fasted for 14 hours each day, was the easy part. The difficult part was obtaining the food that supports the diet. This include milk and yogurt from Cassian A2 cows, Quinoa pasta, coconut-based breakfast cereal and nightshade replacements.” The APOE4 action group was supported by the Multiple Sclerosis Action group and the Parkinson’s action group, upon which the company decided to launch this initiative as an experiment.

In order to launch this initiative, food retailer had to acquire the assistance of a number of Genetic Dietician graduates, freshly minted by the world-renowned University of Stellenbosch. They were joined by a group of Data Scientists who merged the DNA data profiles with the latest dietary recommendations.

This new initiative also prompted a number of farmers to change their product mix and sell their products into a receptive client base. Although the replacement products retail for more than 3 times the products they replace, Ms. Boterbloem predicts that increased supply and more effective demand management will lead to a larger throughput of products and a subsequent increase in competition.

Ms. Boterbloem was also excited about the introduction of the new Intel-based Augmented Reality smart glasses initiative within their stores. “We hope to extend the green, yellow and red categorisation into our physical stores as well. Not only will the glasses link to your Google or Alexa shopping lists, we will also provide you with a picking route to the products on your shopping list. If you want to add any other product you see in store to your shopping cart, we can immediately indicate its suitability to your diet via our red, yellow and green classification screen.”

” NB: THIS IS NOT A REAL NEWS STORY (YET). This article is based on a fictional, yet scientifically inspired view of the future. Any mention of an individual’s name is purely coincidental. Brand names used in the article is based on a positive brand association and signals the ability, competence, market positioning and aptitude of the brands to create this future. Any concerns regarding the use of these brands can be brought to the attention of the author who will alter the brand name to a competing brand if so requested.


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22 October 2019: SA food retailer provides colour coded DNA-linked dietary recommendations
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