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Ref. Ares(2019)5332022 - 21/08/2019

Table of Contents 
0. AGENDA OF MEETING / PROGRAMME OF EVENT 

KEY MESSAGES 

1. STEERING BRIEF 

1.1 Scene setter 

1.2 Objectives 

1.3 Line to take 

2. SPEAKING POINTS 

3. DEFENSIVE POINTS 
13 
4. CURRICULUM VITAE 
14 
5. BACKGROUND INFORMATION 
17 
5.1 Food2030 
17 
5.2 Food and nutrition research within Horizon 2020, Societal Challenge 2 
18 
5.3 European Technology Platform ‘Food for Life’ 
19 
5.4 Pepsico 
20 
 
 
 
 
 
 
 
 
2/21 

 
0. AGENDA OF MEETING / PROGRAMME OF EVENT 
 
1. 
Introduction to Pepsico, by 

 Pepsico 
2. 
Introduction to priorities for R&I, and  to programming  and  policy work for food 
and nutrition security, including the FOOD2030 initiative and conference, by 
Commissioner Carlos Moedas 
3. 
Discussion  
 
 
 
3/21 

 
KEY MESSAGES 
•  It is clear that the European food & drink sector does not invest enough in 
research and innovation, compared  to its competitors, despite huge 
challenges and great potential for  growth and jobs, and that the sector is 
late at adapting a more open, collaborative innovation model, based on a 
food system approach.  
•  You are convinced that there are business opportunities ahead in, for 
example, personalised nutrition, alternative protein foods, reformulated 
foods, new production and supply chains models, and digitalisation. 
•  You are interested to hear 
 long term vision for  food and 
nutrition, and on the extent of the changes ahead. 
•  On October 13th 2016 you will launch a new initiative called FOOD2030 
at a high level conference to boost research, innovation and investment to 
future-proof nutrition and food systems. 
•  You would be delighted if 
 could deliver a key note speech at 
the FOOD2030 conference to share her long term vision on  open 
innovation and investment in food & nutrition.  
•  You  think  that there may be an opportunity for a  public-private 
collaboration with the European Commission on research and innovation 
for food and nutrition.   
•  You are grateful for the scientific work that is being carried out by the 
ETP ‘Food for Life’, in which Pepsico plays an important role, and which 
includes a proposal for a future public private collaboration. 
•  You stress that  proposals for public private collaboration need to be 
inclusive and transparent, backed by a clear commitment at CEO-level, 
and based on wide industrial, societal and political support. 
 
 
4/21 

 
 
KEY FIGURES (*) 
FP7 
Horizon 2020 
Total number of participations 


 
Total number of signed grant 


agreements 
ERC – Number of grantees 


 
Marie Sklodowska-Curie  – 


Number of grantees 
 
EU total financial contribution to 
€ 0 
€ 0  
participation 
 
 
* According to CORDA, Pepsico is not participating in FP7/ H2020. 
 
 
 
5/21 



1.2 Objectives 
This meeting is a courtesy meeting aimed at maintaining good relations, but also an important 
opportunity to achieve the following objectives: 
• 
Hear about the transformation that the food and drink sector is going through, and 
the opportunities that arise from that; 
• 
Hear about Pepsico's 'Performance with Purpose', PepsiCo’s promise to do what’s 
right for the business by doing what’s right for people and the planet; 
• 
Agree that there is a need to boost investment and innovation in Europe's food 
value chains, in an open, responsible  and inclusive way; 
• 
Inform 
 of your FOOD2030-initiative, which will be launched on 13 
October 2016, and invite her to deliver a key note speech on open innovation and 
investment; 
• 
Inform 
 about the proposal for a public-private collaboration on 
Research & Innovation for food and nutrition, which is now being developed by 
the ETP ‘Food for Life’. Thank her for Pepsico’s active participation in this work. 
1.3 Line to take 
• 
To state that there is evidence that the European food and drink industry does not 
invest enough in research and innovation, compared to for example US and Japan, 
despite the enormous health and sustainability challenges the industry is facing, 
despite the opportunities that exist such as personalised nutrition, and  despite its 
potentially very positive impact on growth and jobs; 
• 
To  state that the food industry is slow to adapt a more open, user-centred and 
collaborative model of innovation, based on a long term vision for food and 
nutrition; 
• 
To  explain that you will launch the FOOD2030-initiative  at  a high level 
conference on 13 October 2016,  to  better structure, connect, and scale-up 
European Research and Innovation for Food and Nutrition Security; this initiative 
will act as a framework for collaboration and alignment between all actors 
including private companies; 
• 
To invite 
 to deliver a key note speech on the FOOD2030 conference 
of 13 October 2016 on open innovation and investment in the European  food 
industry; 
• 
To share your belief that a future long-term public-private collaboration on 
research and innovation for food and nutrition will benefit society and drive 
innovation, investment, growth and jobs ;  
• 
To show your appreciation for the scientific work carried out by the ETP ‘Food for 
Life’, in which Pepsico (in particular 
) plays an important 
role, and which includes a proposal for a future public private collaboration;  
• 
To encourage 
 to continue Pepsico’s efforts to drive forward this 
proposal for a future public private collaboration, and to call on other food and 
drink 
 to support and commit to this proposal for a long-term collaboration; 
• 
To state that the role of the European Commission in any public-private 
collaboration on research and innovation in food and nutrition should go beyond 
funding. Clarify that regulatory burdens to innovation are already being discussed 
with the industry as a whole within DG RTD's the InnovREFIT exercise. 
• 
To refrain from commenting on the state-of-play of the ongoing call for the KIC 
Food4Future, in which Pepsico is participating.  
 
 
7/21 

2. SPEAKING POINTS  
 
 [Your introduction comes after 
 introduction. Each introduction is 
intended to take +/- 5 minutes 
 introduction is an opportunity to question her about the long term 
changes she sees for the food and drink sector and about Pepsico's 
'Performance for Purpose' programme.] 

Introduction to priorities for R&I, and to programming and policy work 
for food and nutrition security, including your FOOD2030 initiative and 
conference 

As Commissioner for Research and Innovation, I want to make sure 
that our research funding programmes, notably Horizon 2020, and R&I 
policies contribute substantially to the Commission's jobs, growth and 
investment package. 

In addition to strengthening the international excellence of the EU's 
research and science I want to encourage and enable private companies 
or other actors to apply research to meet challenges faced  by society, 
to improve competitiveness, to create new markets and to generate 
more high-quality jobs. 

Funding though Horizon 2020 – EUR 80 billion between 2014-2020 - 
is a key element but nevertheless part of a broader strategy, called 
'Innovation Union', to create a more innovation-friendly environment. 

In practice, this means addressing regulatory burdens, weaknesses in 
public education and innovation systems, limited availability of 
finance, fragmented efforts among member countries and regions, 
patenting, and so on. And revolutionising the way the public and 
private sectors work together, notably through partnerships on 
innovation. 
8/21 


In view of the important challenges to food and nutrition security, I 
have identified ‘food’ as one of the four priority sectors of my 
mandate, along with ‘water’, ‘energy’ and ‘health’. 

In practice this means that my services are working on an initiative to 
substantially improve the impact of R&I investments on food and 
nutrition security. It is called the Food2030 initiative. 

The vision of the FOOD 2030 initiative entails a refocussing and 
reframing of the research and innovation ambition for EU Food and 
Nutrition Security (FNS) systems, which link land and sea, and targets 
sustainable, affordable and healthy food for all.  

By integrating solutions and investment opportunities covering such 
huge economic areas and disciplines we aim to better coordinate, 
scale-up, structure and connect FNS R&I through smart investment 
strategies, and through exploiting the potential of the digital and 
circular economies. 

I will launch this initiative  on a high level conference on 13 October 
2016.  Myself and Commissioner Hogan will speak at that conference. 
 from Nestlé will also be there to deliver a key note 
speech. 

The FOOD2030  initiative  seeks  to involve all actors involved in 
research and innovation for food and nutrition. This also means that I 
am looking at food and drink companies - big and small – to play an 
important role in this initiative. 

Today's situation is unsatisfactory. According to data from 
FoodDrinkEurope, private investment in R&D as a percentage of 
output equalled 0.27% in 2012. The US figure is roughly double as 
high, while Japan almost reaches three times that amount (source: 
European federation of food & drink industry). 
9/21 


Furthermore,  the food industry is slow to adapt a more open, user-
centred and collaborative model of innovation, based on a long term 
vision for food and nutrition. 

All this suggest to me that by underinvesting in R&D our food and 
drink sector - the largest manufacturing sector in Europe – misses out 
on new business opportunities  such as digitalisation or more 
personalised nutrition, and therefore on growth and jobs. 

I am also convinced that through research and innovation  the sector 
can  significantly improve its impact on dealing with societal 
challenges such as obesity or lack of food system resilience. 

This is why I will launch my FOOD2030-initiative. I want it to target a 
more open and collaborative approach to food and nutrition R&I, and 
more alignment, based on a long term view for our future food systems 
that will benefit citizens and businesses. 

I would be delighted and honoured if you could join our high level 
conference  on 13 October 2016  in Brussels, for the launch of this 
initiative. In particular I'd like to ask you to share your experience and 
vision and deliver a key note speech  on open innovation and future 
investment for food and nutrition. 
 
Public private collaboration 


Personally, I believe that there is an opportunity for more public-
private collaboration on research and innovation in food and nutrition; 
collaborations that have a long term view on food and nutrition 
security and that are focussed on specific issues that require the public 
and private sectors to work together. 
10/21 


Several actors, including the European Technology Platform 'Food for 
Life', are generating proposals on what such  a  collaboration  between 
public and private should focus on, and what it would look like. 

The proposal of the ETP 'Food for Life' is currently still being drafted 
and needs to be made more concrete. But it can be a good basis for a 
future public private collaboration,  if it is backed by CEO-level 
commitment and has wide societal and political support. 

The draft proposal, as it stands today, is targeting, by 2030, (1) to 
improve diets in terms of energy and nutrient intake, (2) to reducing 
resources used for food production by 40%, (3) to generate 50% less 
waste, and (4) to improve the sustainability of  our protein supply. 
Developing a deep understanding of what European consumers value 
in foods and food-related behaviour, is the common enabler for all 
targets. 

I am grateful for Pepsico's efforts to bring this proposal forward, in 
particular for the  work  being conducted by 

 Pepsico,  and 
 


I hope we can continue to count on your support and am interested to 
hear from you if you –  in due course-  would be willing to help in 
getting  commitment for a public private collaboration from other 
 

Finally, I want to emphasize that if we want such proposals to be 
politically viable, these public private collaborations needs to be open 
and accessible to  all food companies, and have broad support from 
stakeholders, society, Member States, and Parliament. 
 
11/21 

I will stop my introduction here. I'd be interested to hear your opinion on 
FOOD2030 and on the need for more collaboration between the  public and 
private sectors. 
 
[You could move straight into the discussion, following your introduction. You 
have 20 minutes time for the discussion] 
 
 
12/21 

3. DEFENSIVE POINTS  
 
Does the European Commission foresee to increase the Horizon 2020 budget for food and 
nutrition? 
 
It  is true that the budget allocated to research and innovation for food and nutrition has 
gradually declined between the 6th Framework Programme and Horizon 2020. The challenges 
to future food and nutrition security require more public funding post-Horizon 2020. 
 
However, it will be easier for us to convince the European taxpayer of this need if the 
European food and drink industry can come forward with strategic vision and an ambitious 
plan that can generate the necessary breakthroughs for society, and that can count on a wide 
political and societal support. 
 
 
 
13/21 







5. BACKGROUND INFORMATION 
5.1 Food2030 
In the closing of the Milan EXPO 2015 last October, addressed by Commissioner Moedas and 
Commissioners Mimica, Hogan, and Andriukatis, the EU signalled a willingness to build a 
new Food Research and Innovation agenda by 2020 with our global research partners. He 
explained the concept to bring greater coherency to the issue and stated that we would meet in 
one years’ time around World Food Day 2016, to present progress. 
A dedicated conference is thus being organized for this purpose, which Commissioner 
Moedas will open together with Commissioner Hogan on 13th October in Brussels. The 
 
from Nestlé, 
, who Commissioner Moedas has recently met, has also agreed to 
give an opening address. In parallel to the conference we are developing the FOOD 2030 
initiative
 which encapsulates a future-oriented vision for food production based on innovation 
and investment opportunities. The initiative also seeks to provide the political visibility to 
boost future FNS investments within the context of the next MFF, and deploy financial 
instruments to increase R&I impact and exploitation. 
The vision of the FOOD 2030 initiative entails a refocussing and reframing of the research 
and innovation ambition for EU Food and Nutrition Security (FNS) systems, which link land 
and sea, and targets sustainable, affordable and healthy food for all. By integrating solutions 
and investment opportunities covering such huge economic areas and disciplines we aim to 
better coordinate, scale-up, structure and connect  FNS  R&I  through  smart investment 
strategies, and through exploiting the potential of the digital and circular economies. 
The approach delivers on the five Juncker drivers  of circularity, climate change, industrial 
competitiveness, EU as a global actor, and harnessing investment. The aim is to obtain greater 
R&I impact on the following key priorities
1.  Reducing hunger & malnutrition, addressing food safety and diet-related illnesses, and 
helping citizens adopt sustainable diets and healthy lives – e.g. EJP One Health 
2.  Building a climate and global change-resilient primary production system –  e.g. 
PRIMA, EU/Africa HLPD 
3.  Implementing sustainability and circular economy principles across the whole food 
system – e.g. Food Waste and the Circular Economy 
4.  Boosting market creating innovation and investment, while empowering communities 
– e.g. FOOD cPPP, FOOD KIC 
 
These priorities will be addressed through: 
1.  Investment, Regional, Private sector collaboration e.g. Smart Specialization, Public-
Private collaboration with the European food industry (Open Innovation) 
2.  Open access and data sharing; engagement, education & skills – e.g. the microbiome, 
precision farming (Open Science) 
3.  ICT, Food systems science & transdisciplinarity e.g. smart personalised nutrition, 
consumer behaviour, multi-actor approaches (Research Breakthroughs) 
4.  Global collaborations; MS R&I alignment and support e.g. International Bioeconomy 
Forum, ASEAN aquaculture (Open to the world) 
 
 
17/21 

 
5.2 Food and nutrition research within Horizon 2020, Societal Challenge 2 
 
Although not exclusively, most of the European food and nutrition research and innovation 
budget can found under Horizon2020, in particular under Societal Challenge 2 (SC2). The 
total budget for Societal Challenge 2 (2014-2020) amounts to EUR 3.7 billion. However, only 
10% of that is assigned to food and nutrition research, the remainder  is assigned to 
agriculture, biobased industries, and blue growth. Per year, approximately EUR 53 million 
is allocated to food and nutrition research and innovation under Horizon 2020, which is 
43% less than under the 6th  Framework Programme, and 27% less than under the 
7th Framework Programme.
 
 
Activities under Societal Challenge ‘Food security, sustainable agriculture and forestry, 
marine and maritime and inland water research and the bioeconomy’ aim at making the best 
of our biological resources in a sustainable way. The objective is to contribute to securing 
sufficient supplies of safe, healthy and high quality food and other bio-based products, by 
developing productive, sustainable and resource-efficient primary production systems, 
fostering related ecosystem services and the recovery of biological diversity, alongside 
competitive and low carbon supply chains. 
 
The Work Programme part offers opportunities in finding diverse and innovative solutions to 
well-identified challenges in key EU policy priorities. Through generic or dedicated topics, a 
broad multidisciplinary participation is welcomed in these efforts. The overarching principle 
underlying the activities proposed is that applicants are invited to find solutions  which will 
make positive changes to our society, economy and environment, using resources more 
efficiently. In this respect, solutions should be found that cut across research and 
technological fields, with a strong innovation and market driven approach, in view of 
increasing growth and job creation. The involvement of end users including farmers, fishers, 
consumers, public authorities (including at local and regional levels) and society at large is 
key to achieve this. In particular, topics involve a 'multi-actor approach' as foreseen in the 
Horizon 2020 Regulation. 
 
The 2014 -  2015 Work Programme for Societal Challenge 2 was composed of three calls 
(closed now): 'Sustainable Food Security', 'Blue Growth', and 'Innovative, Sustainable and 
Inclusive Bioeconomy'. In 2014, 27 projects were retained under 'Sustainable Food Security' 
representing EUR 135 million. 
 
The 2016-2017 Work Programme was published in the Autumn of 2015. Over the 2 years it 
will allocate EUR 406 million in total to project focussed on delivering more resilient and 
resource-efficient value chains, environment-smart and climate-smart primary production, 
competitive food industry and healthy and safe food and diets.  Among others this work 
programme will be closer to market, with a third of the budget dedicated to SMEs, 
demonstrations and financial instruments (compared to 1/7th in the 2014-2015 work 
programme). 
 
 
18/21 



Developing  a deep understanding of what European consumers value in foods and food-
related behaviour, is the common enabler for all targets. 
 
DG RTD/F is closely following the work of the renewed ETP ‘Food for Life’. We are 
supportive of the ongoing work, but have a number of concerns: 
•  Any proposal of the ETP Food for Life has to be framed within a strategic vision on 
the future of the sector. Today, we do not feel that the industry has such a vision. 
Therefore it is difficult for the ETP to gain wide support within the industry for its 
proposals. We are convinced that the CEOs of food and drinks companies need to 
be more involved
, to set the strategic context for proposals, and to commit resources 
to them, possibly within a public private collaboration; 
•  Due to resource constraints SMEs are underrepresented in the ETP ‘Food for Life’. 
We will have to guard that the ETP takes SMEs sufficiently into account in their 
proposals; 
•  Any proposals coming from the ETP Food for Life will ultimately need to get support 
from across the food supply chain (farmers, retailers, etc.), and from other 
stakeholders. 
 
5.4 Pepsico 
 
Pepsico is one of the biggest global food and beverage companies with a net revenue of 
almost 67 billion USD (2014).  The company was formed exactly 50 years ago, with the 
merger of the Pepsi-Cola Company and Frito-Lay, Inc. Pepsico has since expanded into a 
broader range of food and beverage brands (e.g. Tropicana, Quaker Oats, Gatorade). Today 
food and beverages sales each make up approximately half of total net revenue.  Pepsico has a 
global reach, but half of its net revenue originates in the US. Europe accounts for 20%. 
Pepsico classifies its brands and products in 3 categories: Fun For You (Pepsi soda, Lays 
crisps, Doritos crisps), Better for You (Pepsi Next) and Good For You (Aquafina water, 
Quaker oats, Tropicana juice). 
Financial market analysts praise Pepsico's extensive distribution channels, successful 
marketing and advertising, and it's proactive and progressive attitude. Low pricing (compared 
to competitors) and a lower profit margin are sometimes indicates as weaknesses, but Pepsico 
seems to address that with a change in operating model (see further). Pepsico is well placed to 
capture future demand growth in savoury snacks, bottled water and healthy foods and drinks. 
Possible threats include changing consumer tastes and attitudes (health), water scarcity, and 
rising raw material costs. 
Pepsico prides itself on the fact that it is adaptable (they have anticipated major shifts in the 
consumer landscape and business environment) and performance driven (even in times of 
change they have delivered strong long term financial results). Pepsico lists 4 main trends that 
are of relevance to its performance: 
1.  The growth of the middle class 
2.  The evolution of the retail environment 
3.  The acceleration of the consumer focus on health and wellness (in 2014, 20% of net 
revenue came from Pepsico's nutrition businesses; but the Fun for You portfolio finds 
itself more often as the focal point of government regulations) 
4.  The war for talent 
20/21 

 
In order to cope with these trends and improve performance Pepsico transformed its operating 
model from a highly decentralized and local one to a judicious blend of global leverage and 
local execution, enabling them to deliver productivity yet retain agility. Pepsico's five bln 
USD productivity plan that started in 2014 is made possible by this new operating model. 
In 2014, Pepsico spent 718 million USD on R&D, up 30% versus 2012. This increase in R&D 
spending is partly driven by the need to reshape the company’s product portfolio following 
the consumers’ increased focus on health and wellness and growing societal concern about 
the food-health relation. Innovation accounted for an impressive 9% of their net revenue in 
2014. 
It was recently decided that to PepsiCo’s R&D  in the field of nutrition (the product range 
“Better for you”, including Tropicana juices, Quaker grains, all dairy products and Gatorade) 
will be led from Europe instead of the former US base, under the supervision of 
 
 
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