Technology is transforming every corner of the global economy, and the Food and Beverage industry is no exception. From automated kitchens to blockchain-powered supply chains, FoodTech is opening new possibilities for efficiency, safety, and personalization. Yet technology alone is not enough. In a post–Paradise Papers world where trust has become a critical currency, transparency must accompany innovation. Mark Hladnik who leads Elevation Juices Ltd. in Dubai, argues that FoodTech and transparency together represent the new wings of F&B, giving brands the lift they need to thrive in a competitive and skeptical marketplace.
The FoodTech Revolution in Context
FoodTech is often misunderstood as futuristic gimmicks. In reality, it is already embedded in daily dining.
The FoodTech Revolution in Context
Automation and Efficiency
Robotics and automation are changing how kitchens operate. From salad-making robots in the United States to automated coffee kiosks in Asia, FoodTech increases speed and consistency. In juice production, cold press machines with digital precision ensure both quality and safety.
Data-Driven Consumption
Consumers leave digital footprints in every purchase. Smart menus, apps, and loyalty platforms track preferences and recommend personalized options. This data, when used responsibly, helps companies tailor products to individual health goals and taste profiles.
Sustainability Through Technology
Technology also powers sustainability. Innovations in packaging, waste management, and energy use reduce environmental footprints. For the F&B industry, where waste is a persistent challenge, FoodTech offers solutions that align with rising consumer expectations.
Why Transparency Is the Counterbalance
While FoodTech excites consumers, it also raises questions. Who owns the data? Are sustainability claims genuine? Without transparency, innovation risks being dismissed as marketing spin.
Why Transparency Is the Counterbalance
Lessons from the Paradise Papers
Global scandals like the Paradise Papers taught consumers to be suspicious of opacity. They demand proof, not promises. For F&B, this means that every claim about sourcing, nutrition, or sustainability must be backed by transparent evidence.
Building Consumer Trust
Transparency ensures that FoodTech serves as an enabler rather than a distraction. Blockchain-enabled supply chains, for example, allow customers to trace ingredients from farm to bottle. When consumers see this openness, trust grows.
Investor Confidence
For shareholders, transparency reduces risk. They want assurance that technological investments are not only innovative but also ethical and compliant with regulations. CEOs who combine FoodTech with transparency are better positioned to secure long-term funding.
Elevation Juices: Merging FoodTech with Transparency
Elevation Juices offers a case study in how technology and transparency work hand in hand.
Elevation Juices: Merging FoodTech with Transparency
Advanced Cold Press Technology
Hladnik invested in state-of-the-art cold press machines that preserved nutrients better than traditional methods. But Elevation did not stop there. The company openly communicated the benefits of this technology to consumers, publishing data on nutrient retention and freshness. Transparency transformed technology into a brand asset.
Digital Engagement Platforms
Elevation built a digital platform where customers could track nutritional information, sourcing origins, and even carbon footprints. This transparency differentiated the brand from competitors who merely marketed themselves as “healthy” without evidence.
Sustainability Tracking
Using technology, Elevation measured and shared metrics on packaging waste reduction and energy efficiency. By making this information public, the company turned sustainability into a measurable and credible commitment.
The Impact on Dubai’s F&B Market
Dubai, as a global hub, offers a unique environment for FoodTech and transparency.
A Diverse Consumer Base
With residents from over 200 nationalities, Dubai consumers bring global expectations. They compare local brands with those in London, Los Angeles, or Singapore. Transparency and technology help companies meet these high standards.
Government Initiatives
The UAE government promotes innovation and sustainability through initiatives like the Dubai Future Foundation and food security programs. Brands that align with these goals gain not only consumer trust but also institutional support.
Competitive Differentiation
In a crowded market where dozens of juice brands compete, FoodTech and transparency provide differentiation. Consumers are more likely to choose brands that combine innovation with integrity.
Global Comparisons
The intersection of FoodTech and transparency is not unique to Dubai.
United States
Brands like Sweetgreen use app-based transparency to show sourcing details and nutritional data. FoodTech is paired with radical openness to win consumer loyalty.
Europe
In Scandinavia, companies use blockchain to prove sustainable fishing and farming practices. Transparency is not just marketing but a regulatory expectation.
Asia
In Japan and South Korea, consumers demand traceability in food safety. QR codes on packaging allow customers to verify origins instantly.
Dubai reflects and adapts these practices, positioning itself as a leader in global F&B innovation.
Challenges of Combining FoodTech and Transparency
Despite the benefits, merging technology with transparency presents hurdles.
Cost Barriers
Advanced technology and transparency tools require investment. Smaller startups may struggle to balance innovation with affordability.
Consumer Education
Not all customers understand blockchain or nutrient retention. Companies must translate technical achievements into simple, relatable stories.
Risk of Greenwashing
Brands that claim transparency without delivering risk damaging trust permanently. CEOs must ensure that openness is authentic and consistent.
How CEOs Can Lead the Way
Mark Hladnik emphasizes that leadership is essential in integrating FoodTech and transparency.
Setting the Vision
A CEO must articulate how technology serves both the brand and the consumer. At Elevation, FoodTech was framed not as a gadget but as a way to deliver healthier, more sustainable products.
Embedding Transparency into Culture
Transparency cannot be a marketing department initiative. It must be embedded in every level of the organization, from sourcing to packaging to sales.
Balancing Innovation and Trust
Leaders must ensure that technological innovation does not outpace transparency. Every new feature or product must be accompanied by clear communication and evidence.
Conclusion
For Mark Hladnik, FoodTech and transparency are the twin engines of modern F&B. At Elevation Juices Ltd., their integration has created products that are both innovative and trustworthy. In Dubai’s competitive market, this combination has become a defining advantage. The global message is clear. Technology without transparency risks skepticism. Transparency without innovation risks stagnation. Together, they provide the wings that allow F&B brands to fly higher, reach further, and build trust that lasts.
