Power of Community

One of twelve strategies developed in the Trust Study, with the goal of helping consumers eat more healthfully and sustainably.

The Trust Study

In collaboration with EIT Food, Future of Food Institute conducted a study to gain a deeper understanding about consumer attitudes towards the food chain, and particularly the role trust plays in that relationship.

One of the outcomes of this study is a set of twelve strategies, co-created together with European participants in the Citizen Participation Forum 2020. 

One of these strategies is Power of Community.

What is Power of Community?

We learned that throughout Europe there are many people who have questions about food and food companies, but also have knowledge that can help other consumers. However, there are limited ways of getting in touch to share this knowledge and information. 

Wouldn’t it be great if consumers can help each other understand food better, as well as share information and evaluate products and food producers? With this, consumers can form a force against malpractices of the big players in the food chain. 

What does Power of Community look like?

If consumers unite and form an active collective, they can influence public opinion and demand. Knowing this, actors in the food chain will take these collectives seriously.​  

  • Access to other consumers who are interested in sharing information about food 
  • (Publicly) discuss and rate products and companies  
  • Together form a force that is taken seriously by food companies and authorities 
  • On a platform that is protected against false information, misuse and manipulation 

Grassroots initiatives which organise activities encouraging learning and experimenting with food allow consumers to play an active role in the food chain and learn more about the difficulties and costs of growing food.  

What’s the catch?

For this strategy to work, the following points need to be taken into account:

Misuse and false information

Any online consumer platform can be a source of manipulation. The presence of moderators and through checks should be in place to avoid this.

Information overload

More information doesn’t mean more insight. Information must be presented in ways that consumers can easily interpret, for example using logos or colour schemes.

What did community members say about this?

“In today’s world, the consumer has a good opportunity to influence the actors in the food chain. We can make reviews on social media platforms and at best, that it can go viral all over the world. Different social media platforms like Facebook, Instagram, Twitter, Pinterest, etc. are good discussion forums where one can evaluate the activities, practices and products of food chain actors. It has already been seen in many countries how the problems raised by consumers on social media, from primary production to grocery stores, have highlighted serious abuses by all actors in the food chain.”​ 
Päivi, 63, Finland​ 

“If companies that set up in an area have the local community become shareholders, not for commercial reasons but with interests in ensuring sustainability.” 
Alex, 33, Great Britain 

“I know this may be not an original example… But I think that Fridays for Future is nowadays a model of how a small community of people can rapidly grow to become a powerful interlocutor that even government and huge corporation have to deal with.” 
Anonymous participant

Best practices: who is already doing this?

Youth food movement (AUS) 

Youth food is an Australian movement which runs food education projects for young people. It is an ‘’volunteer-led organisation that aims to build the skills, knowledge and experience that young people have around food’’. The movement empowers young people to take everything they learned out to the world and create a system they believe in.  

Espigoladors (ES) 

Fundació Espigoladors is a non-profit organisation volunteers collect surplus produce which are not suitable for the market, including vegetables, nuts, and olives, once the main harvest has finished. These collected foods are then donated to food banks. The aim is to give everyone access to adequate food. 

We help sustainable food companies to innovate faster and communicate with more impact. We do this by offering accessible and crystal clear consumer insights

In collaboration with other impact-driven food-chain organisations we enable and seduce consumers to make more sustainable food choices. 

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