How do we get consumers to use an app to avoid food waste, try 3D food printing or eat a new healthy insect-snack? How can we evoke a real 'cultural shift' in behaviour? To create real impact EIF Food needs support from a network of EIT Food Ambassadors.
EIT Food Ambassadors are influencers and trendsetters who can raise actual awareness and have a sway over consumers in their network. With a bottom-up approach this continuation of an EIT project running since 2018 aims to:
- continuously map European influencers which align with EIT Food consortium structures/goals;
- grow and strengthen EIT’s network of food ambassadors/influencers across regions and the value chain;
- continue to identify and implement the most effective ways to engage the ambassadors to reach consumers (e.g. motivational drivers, incentives to engage, keep the momentum to build impact);
- hold flagship events to engage influencers to commit to promoting EIT Food purpose and goals by becoming long term EIT Food Ambassadors.