As Britain's ageing population continues to grow apace, caterers and operators must explore the opportunities and challenges this presents.
Some people think our ageing population is just a long-term issue - but by this time next year there will be around 105,000 more people over 75 in the UK than there are today. In 10 years time there will be almost 1.5 million more.
If our health and care systems are not going to be overwhelmed by the costs of this ageing population, we have to help older people to stay safely in their home for as long as possible.
And, there is an equally important social facet to this problem too - that's where the vast majority of older people want to be.
Elderly malnutrition costs the public sector billions of pounds per year. One-third of older people entering hospital are malnourished - it is a major driver of early entry, and unnecessary entry, into institutional settings and a major driver of avoidable cost.
By focusing on creating products and services that help tackle elderly malnutrition, I believe that businesses can deliver real social and economic benefit - as well as generate growth, jobs and, of course, returns to our investors.
The fact that people today are healthier and living longer than ever before is something to celebrate.
It also creates opportunities and challenges - opportunities and challenges that I believe business can play the leading role in addressing.
After all, business at its best delivers real economic and social progress as well as the economic growth we desperately need."
Paul Freeston, chief executive of Apetito