Creating and supporting Future Food Makers to help shape the future of our food system
EIT Food
Food and Agriculture
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Huge congratulations to Greenhouse and massive thanks for making this launch so high profile and high impact. The Menu for Change was excellent, the supporting PR and digital content were great, the FutureFoodMakers were superb at the event – referred to so many times by high-profile thought-leaders and decision-makers – with excellent media coverage. This has provided us with an excellent foundation to build on going forwards, so really well done to you all. Looking forward to the next stage of the journey.
Matt Eastland
Head of Brand and Content, European Institute of Innovation and Technology (EIT) Food
Challenge
The world is at a tipping point and the food system needs a radical rethink to meet the demands of a growing global population in a healthy and sustainable way. Despite its huge power and influence the food sector in 2021 leaves many young people unable to access affordable, sustainable and healthy food.
Solution
Launching the ‘Our Food, Our Food System’ campaign, led by young people, that targets the food sector and calls for radical change to tackle the health inequalities and food ‘fairness’ across the industry. Recruiting 10 Gen Z representatives, the ‘Future Food Makers’, to create their ‘Menu for Change’ – a manifesto for the food system. Supported with paid media, organic social, influencer and media support.
Result
10 Future Food Makers were recruited from over 65 high quality applications by 8 expert judges. The manifesto was presented to a captive audience of 355 sector leaders at the Future of Food conference. The campaign achieved 1.7 million social media impressions and 166,000 engagements. The Menu for Change blog saw 4.7k views with 154 downloading the full manifesto.
Impact
The Menu for Change received praise from across the sector including EU Agriculture Minister, Janusz Wojciechowski, UN Assistant Secretary-General, Gerda Verberg, and Dr. Agnes Kalibata, the UN Secretary-General’s Special Envoy to the 2021 Food Systems Summit.
