The most simple definition of Homo Economicus or the economic man would be that he is a rational person who pursues wealth for his own self-interest. John Stewart Mills defined it as one "who inevitably does that by which he may obtain the greatest amount of necessaries, conveniences, and luxuries, with the smallest quantity of labor and physical self-denial with which they can be obtained."

As you all should know by now, the Yum Generation aka the Millennials Generation is the new force to be reckoned with when it comes to shaping the world as we know it. One of the major features of this generation – which has entitled them to carry the name Yum Generation – is their obsession with food. One can even call them foodaholics. And when we talk about the relationship between the Millennials and food, we don’t mean just the through-the-roof number of social media posts with photos of meals and snacks, we are talking about the comprehensive change this generation has brought to the food industry already. This generation’s influence has set in motion a radical change towards eating good, healthy, more eco-friendly foods. Millennials have also started the trend of consuming nutritious, fresh, locally-grown ingredients. So what can we expect in the year ahead of us, which trends will this generation establish in the food industry in 2017, and what will that mean for the future of society as well as for the industries affected?

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