Creating and supporting Future Food Makers to help shape the future of our food system

Food and Agriculture

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.