Food Trend Trotters. A new approach to communicate food innovations.

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Sonia Riesco (AZTI Tecnalia)

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Food Trend Trotters. A new approach to communicate food innovations.

  1. 1. www.foodtrendtrotters.com 11/6/2012 1
  2. 2. About AZTI-Tecnalia FOOD RESEARCH DIVISIONwww.foodtrendtrotters.com 11/6/2012 2
  3. 3. A CASE STUDY…foodtrendtrotters.com Sonia Riesco, AZTI-Tecnalia www.azti.es 11/6/2012 3
  4. 4. What is Food Trend Trotters A BLOG…Maintopics• Consumers• Trends• Foodinnovation• Experiencesrelatedtotravel and food www.foodtrendtrotters.com 11/6/2012 4
  5. 5. What is Food Trend Trotters MORE THAN A BLOG… Global and pioneeringproject…in foodmarketresearch and communication An innovative and informal project in the way to research, travel and communication ... witha blog instead of detailedsurveillance. Conferences and hotels are swappedforthe backpack and hostels, and contacts are personal, physical and virtual.www.foodtrendtrotters.com 11/6/2012 5
  6. 6. What is Food Trend Trotters THE PILLARS Marketresearch Co-creation, Open innovation Communicationwww.foodtrendtrotters.com Travel 11/6/2012 6
  7. 7. What is Food Trend Trotters MORE THAN A BLOG… • Supplementing traditional surveillance activity with more direct, real and in-depth research of the market and consumers at street level. • Learning to use travel trip as a source of knowledge and ideas. • Observing and incorporating coolhunting into food trend research. • Innovating in the pursuit and communication of knowledge: "learning by doing". • Generating ad-hoc high value knowledge through the AZTI-Tecnalia team, travelers, local contacts and the online community created in the project. • Developing a communication strategy that results in a social network bringing immediacy, agility, and brings freshness, emotions and experiences. • Promoting open innovation, generating an interactive online community including local contacts and experts outside the organization, promoting co- creation in R + D + i.www.foodtrendtrotters.com 11/6/2012 7
  8. 8. The objectivesConsumer approach toscientificandtechnologicaladvancesthatallowfoodinnovationTo integrate the consumer in the early R & Dstages, learn the trends (which involve themotivations that influence consumer choices), anddetermine the drivers of food innovation, it isnecessary to adjust the innovation and businessstrategies to the real demands of the market. Consumer+R&D&i+Consumer www.foodtrendtrotters.com 11/6/2012 8
  9. 9. Food Trend Trotters targets SOCIAL AND PROFESSIONAL PROJECT Opportunities Competitiveness InternationalizationEffective R&D process CONSUMERS Food culture and knowledge FOOD INDUSTRY Innovation, foodtechnology www.foodtrendtrotters.com 11/6/2012 9
  10. 10. First step JAPAN AND USA The first Food Trend Trotters project began on 15 October 2010, when our traveler Asier Lopez began his two-month trip through Japan and the United States. ...www.foodtrendtrotters.com 11/6/2012 10
  11. 11. Communication strategy SOCIAL MEDIAwww.foodtrendtrotters.com 11/6/2012 11
  12. 12. Communication strategy ONE DAY IN A FOOD TREND TROTTERS LIFEwww.foodtrendtrotters.com 11/6/2012 12
  13. 13. The team A MULTIDISCIPLINARY TEAM Food technologistAmultidisciplinary teamworking in the food sectorcommitted to new ways ofdoing things… Web designers Journalist www.foodtrendtrotters.com 11/6/2012 13
  14. 14. Collaborators friends AZTI researchers gastronomyexperts consumercommunitywww.foodtrendtrotters.com 11/6/2012 14
  15. 15. Opportunities for AZTI  New ways of communication: informal communication  Positioning: innovativeinitiatives  Workinggroup: marketobservatory  New disciplines: coolhunting  Methodology  New communicationopportunities  Social webwww.foodtrendtrotters.com 11/6/2012 15
  16. 16. New projects AND COMMUNICATION OPPORTUNITIES EATrends: Food consumption in Europe towards 2020, in eight trends Studypresented at Alimentaria fair (Barcelona 2012) http://issuu.com/aztitecnalia/docs/trends_2012 11/6/2012 16www.foodtrendtrotters.com
  17. 17. New projects AND COMMUNICATION OPPORTUNITIES Emotional Food System A new scientific approach to emotional food A new generation of advanced food A new dimension in emotional perspectives http://www.emotionalfoodsystem.com/www.foodtrendtrotters.com 11/6/2012 17
  18. 18. High impact in the media • FoodNavigator • Cinco Días • El País • El Mundo • TVE (Agrosfera) • Expansión • Cadena Ser • ETB • NickDutNik • Radio Euskadi • …www.foodtrendtrotters.com 11/6/2012 18
  19. 19. Communication in social mediawww.foodtrendtrotters.com 11/6/2012 19
  20. 20. Coming soon… FoodTrendTrotters blog…englishversion! New initiative: TheFoodMirror, January 2013www.foodtrendtrotters.com 11/6/2012 20
  21. 21. Follow us! www.foodtrendtrotters.com @jantrotters https://twitter.com/jantrotters WatchoutforTheFoodMirror!www.foodtrendtrotters.com 11/6/2012 21
  22. 22. Thanksforyourattention Gràcies www.azti.es | www.alimentatec.com| www.foodtrendtrotters.com| www.itsasnet.com T. +34 94 657 40 00Txatxarramendiugartea z/g Herrera Kaia, Portualdea z/g AstondoBidea, Edificio 60948395 Sukarrieta, Bizkaia 20110 Pasaia, Gipuzkoa ParqueTecnológico de Bizkaia 48160 Derio, Bizkaia sriesco@azti.es http://twitter.com/sriesco 22

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