Food – My New Identity Back I am what I cook, order, post, eat, or share. Food is suddenly everywhere - Television shows, Facebook groups, and YouTube blogs gaining popularity – higher engagement with food. Chefs are now celebrities. No experience is complete without ‘talking about food.’ The culture of eating out / ordering in e.g. DineOut, Zomato Gold is exploding. More of international cuisines AND more regional / local food. Ready to Cook / Read to Eat AND freshness of ingredients / authentic recipes on the rise. Brands need to cater to the self proclaimed foodie. Newness of experience – ingredient / cuisine story. Woven into the communication narratives of non-food categories as well.