CONNECT4ACTION

"Strategies for improving communication between social and consumer scientists, food technology developers and consumers"

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 Obiettivo del progetto (Objective)

'The objective of the CONNECT4ACTION project is to improve communication between consumers, consumer scientists, food technology developers, and other key players in the food technology development and commercialisation process. Focusing on communication and knowledge exchange between food technologists and consumer scientists, the results of the CONNECT4ACTION project will contribute to improvement of the multidisciplinary dialogue and to increase consumer acceptance of new food products, thereby lower the failure rate of new (food) technologies in Europe. A large group of stakeholders (food scientists and technologists from companies, universities and research institutes, together with consumer scientists, ethical experts, representatives of science media/journalist, and consumers) will be connected with the project and each other via the online CONNECT4ACTION community. This online community strengthens the project with input and feedback during various stages and serves as showcase of improved communication. Based on effective communication strategies identified in the relevant literatures and, subsequently, opinions of experts based on their daily practices and experiences, this project will deliver an improved communication framework, accompanied by tools and training materials that enable food technology developers and other key players to step-by-step improve their food technology development processes. This FP7 experienced consortium, consisting of a broad, multidisciplinary network of key players that are involved in food technology development and commercialisation, has the expertise and experience from the field to disseminate and successfully implement innovative communication strategies into daily life activities. Dissemination of project outcomes receives great attention, even after the project is finished. Finally, the networking effort of CONNECT4ACTION will result in a strengthened European cooperation between public and private stakeholders.'

Introduzione (Teaser)

The majority of new food products fail. The success of innovations depends on the consumer accepting novel products and technologies. This needs understanding of consumers' needs and better communication among food chain actors.

Descrizione progetto (Article)

The EU-funded project http://www.connect4action.eu (CONNECT4ACTION) aims to lower failure rates of food innovations in Europe by increasing consumer acceptance of new products, through improved communication among key players in the food innovation process.

By analysing existing communication strategies and conducting interviews and workshops with experts, the project has developed a set of tools and training materials for improving communication.

The key findings include a framework on internal and external communication which has been tailored for the various stages of the novel technology and product development process. Based on this, framework recommendations have been designed.

The 10-member consortium of CONNECT4ACTION developed a toolbox, with recommendations for communication, steps to develop an effective communication plan, case studies on a successful communication of food innovation, a guide for early signalling of potential new technologies and a glossary of terms from different disciplines. Also included is a Wiki on food science and technology and consumer science and a space for stakeholder discussions on the CONECT4ACTION website.

Throughout the project the CONECT4ACTION stakeholder community has been created which now includes over 250 people from food science and technology, consumer science, food industry, and organizations representing science, media and consumers.

The project began in December 2011 and the final conference will be organised in Brussels 29th of October 2014.