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Food tech centre seeks ‘foodwatchers’ to spot new trends for industry

By Caroline Scott-Thomas , 28-Jan-2013

'Foodwatchers' could help lead industry to new trends
'Foodwatchers' could help lead industry to new trends

Spanish food research technology centre AZTI-Tecnalia is developing an international community of ‘foodwatchers’ to detect trends and business opportunities for the food and beverage industry.

The initiative will select about 15 trend spotters through an online contest called the Food Mirror Game , to detect new food trends around the world. Three of the participants will win a week-long touristic and gastronomic trip to Spain’s Basque Country, while all participants will gain access to publications and presentations associated with the project.

“Knowing the foods of the immediate future allows AZTI-Tecnalia, early on, to develop proposals for the food industry,” the centre said. “The end user is society as a whole, who will gain new products and services which respond to its varied needs, such as health and lifestyle desires for example.”

Contestants in the game have to pass three stages to be selected for the foodwatchers community: Identifying a product, service or initiative that fits into one of eight food trends identified by AZTI-Tecnalia; detecting new food trends; and submitting a video in which they give their reasons for wanting to join the foodwatchers team.

The eight trends – or EATendencias – are:

  • Foodtelling: Connecting consumers and food companies through the messages and stories of food
  • SuperSense: Refers to foods that produce a full sensory experience related to the pleasure of eating
  • Slowcal: Greater awareness of the sustainability of food choices, and their impact on the environment and society
  • Hereandnow: Convenience, flexibility and on-the-go food
  • Eatertainment: Food made fun, focused on the experience of eating
  • Madesimple: Simplified food responding to busy lifestyles
  • MyHealth: Personalised health, helping balance physical and emotional health and wellbeing
  • Egofood: Food that expresses the eater’s personality, values, status or aspirations

Foodwatchers’ observations and insights will be used to inform the food sector on potential areas for innovation via AZTI-Tecnalia’s Trends and Information Observatory.

The technology centre intends to announce contestants selected for its foodwatchers community and its Basque Country gastronomic experience winners in June.

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