For years, the answer has been to educate and inform. Facts. Better labels. Louder campaigns. But there's a gap between what people mean to do and what they actually do, and information alone has never been enough to close it. FOODWISE asks a different question. Why does the food-wise choice so rarely feel like the easy one?
A food system that favours good choices puts the better option within easy reach, built into the shelf, the recipe, the routine. FOODWISE is an EU-funded project that exists to understand and change the feelings, habits and systems that cause food waste, so food-wise choices become easy ones. We do this by designing a system that taps into the emotions that drive what we do and why we do it.
A pan-European read of the emotional, cognitive and systemic drivers behind how Europe buys, eats and disposes of food.
We will produce tools, guidance, campaigns and pilots that put those insights to work with citizens, retailers, businesses and municipalities.
The FOODWISE consortium brings together thirteen partners from the worlds of academia, retail, policy and engagement, all working to make food-wise choices easy, intuitive and desirable for all. Together, we understand, reach and change what happens next, across different parts of the system.
If you want to get involved, hear about upcoming events, or simply keep up with FOODWISE, sign up to our newsletter.
