Pillar 1 Food

1
INN-OVATION Science for Life Platform Consumer
Science Food Quality Perception Firenze,
Palazzo Strozzi 13th November 2006

• Pillar 1 - Food Consumer
• Daniele Rossi
• Chairman of Italian Food for Life
• Co-chairman of Food for Life
• Chairman of CIAA Research Group
• Director General of Federalimentare

2
The Vision Pillar 1 - Food Consumer
Firenze, 13 November 2006
3
ETP Food for LifeThe Vision

• An effective integration of strategically-focussed
  , trans-national, concerted research in the
  nutritional-, food- and consumer sciences and
  food chain management will deliver innovative,
  novel and improved food products for, and to,
  national, regional and global markets in line
  with consumer needs and expectations.
• These products, together with recommended changes
  in dietary regimes and lifestyles, will have a
  positive impact on public health and overall
  quality of life (adding life to years).
• Such targeted activities will support a
  successful and competitive pan-European agro-food
  industry having global business leadership
  securely based on economic growth, technology
  transfer, sustainable food production and
  consumer confidence.

Source Food for Life - The Vision
Firenze, 13 November 2006
4
European Technology Platform Food for Life
Source Food for Life - The Vision
Firenze, 13 November 2006
5
Trends in Society re Food

• The function of Food is changing
• what we eat caloriesgt experience gt
  nutrition health, variety
• when we eat regular meals gt grazing snacking
• where we eat in-home gt out-of-home
• with whom we eat social gt individual
• how we prepare our food from scratch gt
  ready-to-eat heat eat
• Changes in the food chain
• A wealth of choice primary production is year
  round, global supply
• food industry heat-preserved, frozen, chilled
  freshly prepared
• importance of retail
• importance of out-of-home

Source Food for Life - The Vision
Firenze, 13 November 2006
6
Life Goals are more than benefits they
contribute to achieving Values
Consumer
Product
Source Food for Life - The Vision
Firenze, 13 November 2006
7
Trends in Society The other side of the coin

• Ageing population
• Changes in lifestyle and dietary patterns have
  increased the incidence of chronic
  non-communicable diseases incl.
• Obesity
• Cardiovascular diseases
• Hypertension
• Diabetes mellitus
• Certain cancers

Source Food for Life - The Vision
Firenze, 13 November 2006
8
Healthy Ageing Goal
Add life to years
Well-Being/ Appearance
Age
Source Food for Life - The Vision
Firenze, 13 November 2006
9
A vision for improving Population Health
Firenze, 13 November 2006
Green MR and van der Ouderaa F, Nature
Pharmacogenomics - 2003
10
Food you can trust
Firenze, 13 November 2006
11
Stakeholders proposal for a Strategic
Research Agenda April, 2006 Pillar 1 - Food
Consumer
Firenze, 13 November 2006
12
Key challenges of the SSRA

• Ensuring that the healthy choice is the easy
  choice for consumers,
• Delivering a healthy diet,
• Developing value-added food products with
  superior quality, convenience, availability and
  affordability,
• Assuring safe foods that consumers can trust,
• Achieving sustainable food production,
• Managing the food chain,
• Communication, training and technology transfer.
• Full details of priorities, deliverables and
  milestones
• will be found at http//etp.ciaa.be

Source Food for Life - The SSRA
Firenze, 13 November 2006
13
European Technology Platform Food for Life
Firenze, 13 November 2006
Source Food for Life - The SSRA
14
Food Consumer - Key Success Factors re position
European Food Industry 2020

• responsive to consumer needs and preferences
  ? differentiated and cross-culturally sensitive
• consumer (re-) connect through active
  participation ? transparency, trust and
  confidence
• balanced towards health and sustainability ?
  corporate social responsibility
• through added value products ? instead of
  commodities

Source Food for Life - The SSRA
Firenze, 13 November 2006
15
Food Consumer - Goals

• Ensuring that the healthy choice is the easy
  choice for consumers
• 1.Measuring consumer behaviour in relation to
  food
• 2.Developing comprehensive models of consumer
  food choice processes
• 3.Promoting effective interaction with consumer
  groups and consumers directly through
  communication and public participation
• 4.Developing strategies to induce behavioural
  change in order to improve consumer health and
  social responsibility (through healthier food
  choices)

Source Food for Life - The SSRA
Firenze, 13 November 2006
16
THE BIG PICTURE
science needs
societal needs
Consumers needs

• Nutritional systems biology
• Bioinformatics
• New imaging techniques
• minimal invasive techniques
• New measures food intake
• Fuse HTS food metabolome and human food intake
• Gut Flora meta-genomics

• Improve education on healthy life style
  Kindergarten, schools
• Extend university programs along food-health
  chain
• Measures of Trust
• Better science writers
• Get SMEs in food health area

• Metabolic health
• Immune functions
• Brain functions
• Life stage
• Ageing
• Metabolic syndrome
• Bone health

Source Food for Life - The SSRA
Firenze, 13 November 2006
17
Italian Food for Life Pillar 1 - Food
Consumer
Firenze, 13 November 2006
18
Food Consumers Goals (1)

• Goal 1. Measuring consumer behaviour in relation
  to food
• Goal 2. Developing comprehensive models of
  consumer food choice processes
• Goal 3. Developing strategies to induce
  behavioural change to improve consumer health and
  social responsibility
• Goal 4. Promoting effective interaction with
  consumer groups and consumers directly through
  communication and public participation
• Goal 5. Understanding consumer behaviour in
  relation to health and nutrition

Firenze, 13 November 2006
Source Italian Food for Life - The Vision
19
Food Consumers Goals (2)

• Goal 6. Understanding consumer behaviour in
  relation to food quality and manufacturing
• Goal 7. Understanding and addressing consumer
  concerns with food safety issues
• Goal 8 Understanding consumers and their
  behaviour
• Goal 9 - Interaction with consumers to assess
  their willingness to pay for innovative products
  and for food chains which take into account
  sustainable consideration of environment, ethics
  and fair trade.
• Goal 10 - Designing and testing new ways to
  communicate nutritional/other values to target
  populations, with some attention devoted to
  changes in kitchen logic.

Source Italian Food for Life - The Vision
Firenze, 13 November 2006
20
Thanks for the attention!

• http//etp.ciaa.be

Firenze, 13 November 2006