“Can we turn “Generation Yum” into
At I/O we believe in the power of bridging millennial culture with local heritage. Local farming practices and land husbandry are immanent to the Missouri River Valley and the interior of the country. We pair the advanced technocratic operations that characterize this century with the local and authentic experience of farmers who have been working here for decades. I/O operates in the gaps between science, culture, and technology.
“A sleeping giant is waking in the form of a new generation of young people that is hungry for change. In the United States, millennials (those aged between 18–30) are now the largest demographic in the country. Their choices and opinions are going to have a huge influence on future trends. And guess what: a large majority of them are already obsessed with food.
Dubbed “Generation Yum” by author Eve Turow, young people in the developed world care much more about the quality, nutritional value and provenance of their food than previous generations. This wave of interest comes at a critical moment. Our food system is facing a colossal challenge, to double production to feed a growing global population, as natural resources dwindle and a changing climate takes its toll.
The agriculture sector has a duty to ensure that this growing interest in food is aligned with the realities and needs of agricultural production. So can the agricultural community encourage this powerful cohort not only to care about food, but to actually shape its future by taking up careers in agriculture?”
– Medium, Farming First, “Can we turn “Generation Yum” into “Generation Ag”?”,