A video posted in the Atlantic (though made by AT&T to showcase its digital capabilities and available at https://www.youtube.com/watch?time_continue=129&v=u_lUD3WHz1s) describes the rush to use matcha as a food ingredient fro beverages, cupcakes and more. With harvests at select periods, volatile demand, mixes of ingredients to make specific products, the digital aspects of the supply chain ensure that the physical product is available as planned where there is demand. Given such viral surges, has food become a fashion product with trends dictating demand ? How can farmers plan for such unforeseen demand surges – will supply contracts move closer to financial instruments as a way to manage demand and supply risk ?