Contact
Kolbrún Sveinsdóttir
Project Manager
kolbrun.sveinsdottir@matis.is
For the next three years, Matis will be working with the University of Iceland and 13 other universities and institutions in Europe on the IValueFood project, which is intended to promote better health for consumers and support the food industry in Europe.
This will be done by improving the knowledge and interest of future generations in food and food production. Recent methods, such as promotion through games, cooking interest groups, experiments with new cooking methods, twinning and "science meet food" will be used to increase the interest and knowledge of young consumers, from primary school to university, about food. Thus, the intention is to form a vanguard of young individuals who share values about food.
The project will involve various food companies and stakeholders, and the food industry will work with young consumers to define food values. Emphasis will be placed on areas within Europe where food interest and knowledge need to be increased in order to encourage future generations to make sensible and informed decisions in their food choices.
IValueFood is part of and funded by the large European Food Knowledge and Innovation Community, which aims to transform the environment of food production, processing and consumption by connecting consumers with companies, entrepreneurs, scientists and students across Europe. EIT Food supports new, sustainable and cost-effective solutions to improve consumer health and to ensure access to safe, high-quality food that has the least impact on the environment.
