Adapting communication activities on microalgae to consumer’s needs
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To communicate and disseminate the ProFuture work to diverse target audiences, the whole consortium cooperates and contributes. A good example is the communication towards consumers, showing that consumer research and communication efforts are closely related.
Based on surveys and focus groups, the team from Ghent University found that consumers showed interest/ had questions about the taste of microalgae, nutritional benefits (in relation to sports and vegan diets) as well as food safety. Based on these outcomes, the communication team from the European Food Information Council (EUFIC), developed an infographic on the potential of microalgae on a sustainable and healthy diet, together with social media images: https://www.pro-future.eu/news/new-project-infographic-whats-the-potent…;
Other examples for communication towards consumers include a lay article, translated into Spanish, Italian, French and German, on producing new food products that consumers accept: https://www.eufic.org/en/food-production/article/microalgae-producing-n…;
The article explains what microalgae are, showcases some of the products developed within the project and explains the different factors that influence how people perceive microalgae in food. The article was integrated in a campaign on alternative proteins, e.g. via interactive posts to find out what the general public thinks about microalgae.
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ProFuture
Ongoing | 2019-2023
- Main funding source
- Horizon 2020 (EU Research and Innovation Programme)
- Geographical location
- Spain