Food needs our help.

We’re creating a future of abundant access to good food, a solid understanding of our own nutrition, and complete trust in what we eat—for us all.

Regardless of your social or economic position in the world, and despite significant advancements in both science and technology over the past 50 years, we know less about the food we put in our bodies today than at any other time in history.

Something must be done to change this. It’s a bold goal, and we believe that no single organization can tackle it alone. The Food + Future coLAB is a collaboration between Target + IDEO + the MIT Media Lab, where we’re pushing the edges of technology, business, and design to create new, impactful ventures to do just that.

We have the opportunity to lead this change on a global scale and to improve the lives of billions of people. Let’s make sure we make the most of it.

We’re Solving For


Do you really know what you are eating?


How can you get what's good for you?


How can you believe what you're getting?


Target– Target has begun a journey to reinvent food—a journey that will take us far beyond the products we sell—to tackle some of the biggest challenges facing us all, regardless of where we live, eat, or shop for food. Target’s Entrepreneur-in-Residence, Greg Shewmaker, has a simple vision for the Food+Future coLAB: We deserve to know what we are eating, and to have greater control over our individual food choices. By leveraging Target’s scale for good and collaborating with great partners to create radical transparency across the industry, we believe we can drive permanent positive change in how the world looks at food.

Learn more about Target >

IDEO– There are few more important, complex challenges that exist than our food in the future. By bringing together like-minded organizations, developing world-class talent, and convening expert advisors through IDEO’s coLAB, we’re excited to help design what the future of food will become. The IDEO coLAB team is responsible for guiding the coLAB community through the venture design process, creating a culture of creativity and entrepreneurship, and helping to bridge opportunities between emerging technology and human needs.

Learn more about IDEO's coLAB >

MIT Media Lab– Actively promoting a unique, antidisciplinary culture, the MIT Media Lab goes beyond known boundaries and disciplines, encouraging the most unconventional mixing and matching of seemingly disparate research areas. It creates disruptive technologies that happen at the edges, pioneering such areas as wearable computing, tangible interfaces, and affective computing.
As we work toward the future of food, we’re particularly inspired by the work in Open Agriculture, Tangible Media, and the Laboratory for Social Machines.

Learn more about MIT Media Lab >


Together, we can create the future of food.

The team at the coLAB is a mix of collaborators from IDEO, Target, top academic institutions and domain experts. We work together to help craft the coLAB’s design briefs, identify and develop emerging technologies, build prototypes, and launch ventures.