To secure Europe’s food future, we must attract young talent to farming. Our new study reveals what motivates young people towards agricultural careers and the barriers they face, offering recommendations for policymakers and educators to address the “young farmer problem.”

Brand purpose was once the darling of marketing conferences, but the backlash is growing. More and more marketers are starting to question whether purpose really delivers what it promises, or whether it’s just a feel-good label that’s used as a business tool.

Marketers are under increasing pressure to position their products as sustainable. Yet oddly enough, brands that emphasize sustainability too heavily often underperform commercially and in their actual impact. This is the Sustainability Paradox.

The tough truth is: being sustainable usually isn’t enough to win over customers. So how do you stand out in a crowded food landscape without watering down your mission? By speaking to what really drives people: their values.

Oogst is a partially unmanned farm store operating in four locations in the Netherlands (Leiden, Haarlem, Woerden and Montfoort). Their challenge is to increase the number of returning customers after the first few visits. In order to achieve that goal, the shopping experience must be optimised. 

Low and no alcohol drinks have been around for decades, so why are they suddenly everywhere? This shift didn’t happen overnight—it’s the result of several key factors coming together to create a cultural tipping point.  

Innovations like cultivated meat and precision fermentation promise to deliver ethical meat products with less environmental impact – all without compromising taste. The all important question is: will consumers actually eat these foods?

SUNT rescues perfectly good bananas that don’t meet our society’s beauty standards, and turns them into delicious baked-goods, such as banana bread and oven-baked banana donuts. 

Kumasi is a soda drink made from the fruit pulp around the cocoa bean. Kumasi helps farmers earn 30% additional income by selling their cocoa pulp, which would otherwise be wasted. But to what extent does this story resonate with consumers?

The latest findings from the EIT Food Consumer Observatory shed light on the complexity of consumers’ food choices and the controvery surrounding ultra-processed foods.

Five years after the Nutri-score was first introduced in Dutch supermarkets, the certification has made its mark on hundreds of products in supermarkets. The question remains: does it guide consumers toward choosing healthier foods?