CONNECT4ACTION · Strategies for improving communication between social and consumer scientists, food technology developers and consumers

The objective of the CONNECT4ACTION project is to improve communication between consumers, consumer scientists, food technology developers, and other key players in the food technology development and commercialisation process. Focusing on communication and knowledge exchange between food technologists and consumer scientists, the results of the CONNECT4ACTION project will contribute to improvement of the multidisciplinary dialogue and to increase consumer acceptance of new food products, thereby lower the failure rate of new (food) technologies in Europe. A large group of stakeholders (food scientists and technologists from companies, universities and research institutes, together with consumer scientists, ethical experts, representatives of science media/journalist, and consumers) will be connected with the project and each other via the online CONNECT4ACTION community. This online community strengthens the project with input and feedback during various stages and serves as showcase of improved communication. Based on effective communication strategies identified in the relevant literatures and, subsequently, opinions of experts based on their daily practices and experiences, this project will deliver an improved communication framework, accompanied by tools and training materials that enable food technology developers and other key players to step-by-step improve their food technology development processes. This FP7 experienced consortium, consisting of a broad, multidisciplinary network of key players that are involved in food technology development and commercialisation, has the expertise and experience from the field to disseminate and successfully implement innovative communication strategies into daily life activities. Dissemination of project outcomes receives great attention, even after the project is finished. Finally, the networking effort of CONNECT4ACTION will result in a strengthened European cooperation between public and private stakeholders.