Contributing Writer, The Food Institute | Food & Beverage Trend Consultant
Virginia Lee is a Chicago-based food & beverage trendspotter and founder of The Curious Foodie LLC. As a contributing writer for The Food Institute, she covers non-alcoholic beverages, better-for-you and functional foods, foodservice, flavor trends, and Korean cuisine — reporting from major industry trade shows and exploring emerging consumer trends.
With more than 19 years in consumer insights, innovation strategy, and market trends, Virginia has advised Fortune 500 companies, research agencies, ingredient suppliers, investment banks, and startups on product innovation and U.S. market entry. Her expertise spans food, beverages, dietary supplements, beauty & personal care, and ingredients.
Her insights have been featured in The Wall Street Journal, The New York Times, Financial Times, Forbes, BevNET, NPR, and more. She has spoken at Natural Products Expo East, IDDBA Show, PLMA's Annual Private Label Trade Show, and Cosmoprof Cosmetica Brasil.
Virginia also creates trend content on TikTok, Instagram, and LinkedIn, bringing an experiential approach to spotting “what’s next” — shaped by years of walking trade show floors, visiting stores, and tasting what’s new.
