IValueFood 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.


  • To collate and evaluate existing tools, strategies, engagement related to pre-schools to students to identify existing capabilities and possible modifications
  • To identify the needs, wants, barriers and aspirations and lived experiences of different stakeholders.
  • To co-create tools, lesson plans, decision making framework and strategies with different stakeholders (teachers, parents, NGOs, Consumer organisations, Government )and including industry, to be used with the next generation
  • To set up a stakeholder platform for the new food champions and others to disseminate the new tools to foster greater engagement and communication with the food industry and other stakeholders within the EU

Project Data


Universidad Autónoma de Madrid, AZTI, EUFIC, Koppert, Matis, Queen’s University Belfast, Technion, University of Cambridge, University of Helsinki, University of Reading, University of Turin, University of Warsaw, Eskesso, Flatev


EIT Food, supported by the EIT a body of the European Union.



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