The California Avocado Commission stole the show at the Super Bowl this year, according to Forbes contributor Phil Lempert. The organization knew who to target (millennials and Gen Zers) and how to target them (via Twitter video), connecting deeper than any other brand there.

By showing users how California avocados can pair with whatever strikes one's fancy — from candy to beer — they paved the way for future of food marketing. The nine fast-paced videos were fun to watch, and every food pairing looked so delicious they drove viewers to try them out.

As Lempert pointed out, businesses — both food brands and retailers — need to understand that the way to drive impulse purchases has changed. Marketers must leverage new technology and be proactive in real time with unique and interactive ideas to connect and sell. Everything happens at the touch of a button. Advertising cannot take longer than that to connect.

Similar views have surfaced since then, especially after the 2016 Natural Products Expo West. This is the preeminent show for spotting trends in the food industry, with representatives from all sectors attending. Expo West shed light on the changing food concepts in the last three decades and also showed the evolving nature of food marketing.

While natural and organic were avant garde concepts in the early 80s, today they are mainstream. They are no longer just "healthy" foods; they're simply what America is opting for. Plant-based foods are no longer just vegan; they're a $3.5 billion industry that comes in raw produce as well as easy-to-make quick meals.

What have these changes meant for food marketing? There needs to be a "closer to nature" approach as well as complete transparency for the consumer. Buyers want to know about the ingredients, of course, but they also want to know about the manufacturing processes, sourcing practices, traceability and sustainability.

Food marketing today needs to embrace all these and also educate consumers about reducing food waste, inform them about plant-based nutrition and sourcing — creating sales funnels through knowledge dissemination. Education will influence consumers' purchase decisions more in the future, and they will need to be educated through the new and emerging media.

Selling and branding by education has now gotten a whole new definition. For example, Whole Foods' recent announcement to sell imperfect produce and combat food wastage is striking a deep chord with everyone — from farmers and suppliers to customers. Farmers are willing to sell for less to avoid waste, which in turn allows large supermarkets to offer attractive discounts.

Relaxing the unnecessary cosmetic standards that leads to almost 23 percent of produce wasted despite positive shelf-life, taste or proper nutrition levels could be a revolutionary way to aid in food security. These innovative methods may not have been the first thought for marketing, but incorporating them in the marketing process has paved the way for innovative selling, especially to younger customers.

Food labels have become a veritable tool for marketing, too. Increasing consumer demands for transparency has meant food brands that inform best will win their trust faster. Clearly labeling the calorie content of produces and prepared foods will help consumers monitor their food intake, influence their daily food choices and help reduce the calories that they consumer every day.

The problem with this approach is dietary guidelines are evolving as well. This means constant updates and changes on the label, which is a huge cost. Yet not keeping up with the updates could cost a brand dearly. Still, the focus should be on improving food quality, which will reassure consumers that their food choices will not lead to long-term negative effects.

Millennials need to know the truth. Some companies, like Fish + People Inc., have been innovative in this regard. Their website posts names and photos of the boat captains who caught fish for the various products. Going by the record number of hits they are getting, it seems shoppers are hooked. This is a perfect example of blending the need of the hour — transparency on sourcing and traceability — with new-age media to connect with the larger modern-day audience.

The next big thing in food marketing will probably be the use of virtual reality. It is quickly turning from being a niche tool to becoming a powerful way to influence the mass market. As Chicago-based food scientist Dr. Gail Barnes pointed out, VR could well revolutionize the food and beverage industry.

A good example is Nestlé, which worked with Google Cardboard to offer an immersive brand experience for consumers. They could visit fields in Brazil via VR and go straight to the source of the coffee beans for Nescafé. Millennial consumers could experience transparency and sustainability in real time, making a strong impact for the brand.

A similar virtual hacienda tour was launched by The Patrón Spirits Company. This marketing tactic created a high level of transparency and increased fan following for the tequila overnight.

These methods are interactive, innovative, entertaining and empathetic — all aspects that are needed to make 21st-century food marketing phenomenal.