Partners: Matís, Universidad Autónoma de Madrid, AZTI, EUFIC, Koppert, Queens University Belfast (lead), Technion, University of Cambridge, University of Helsinki, University of Reading, University of Turin, University of Warsaw, Eskesso and Flatev.

Duration: January 1st 2019 – December 31st 2019


    Project description:

    IValueFood (3 year Grand Challenge project) will enhance consumer health and support the European Agri-food economy by improving future generations’ knowledge of, and engagement with, food. Novel approaches will be used to engage with next generation audiences: students from primary school to university. Following a pan-European inventory of current tools and resources; novel engagement and education approaches (e.g. gamification, txokos, food interest groups/collectives, “twinning”, science meets food) will be used to produce our future food champions who will communicate food values through digital media platform(s) of their choosing. IValueFood will be supported by a pan European network of high profile “food stars” and stakeholders. Industry will “relearn” to engage with our youth on food values. The project will be scaled-up across Europe, targeting regions where a greater engagement and understanding of food is needed in order for the next generations to make the best choices of the food they eat.