The document discusses the 'Food World of the Future' initiative, which aims to develop customer-oriented and sustainable food innovations through a research and development platform. It highlights a significant investment in facilities such as an office, laboratory, pilot factory, and restaurant aimed at healthy and sustainable food innovations. The project collaborates with various stakeholders, leveraging expertise from Wageningen University and modern observational research methods to study consumer behavior.

1. ERIAFF Conference
11th June 2014
Arja Sarre
Project Manager
Seinäjoki Region Business Development Centre

2. Agenda today
• What is the Food World of the Future
• Key activities
• Future is here !

3. Vision
Food World of the Future
is an internationally known
research and development platform
with large networks in the field of
food and food systems
The aim is to contribute to the
development of customer-oriented,
profitable and sustainable
innovations
that increase people’s wellbeing

4. Food World of the Future –
an investment in the future food
– Food Province House – a landmark of the
Food Province – 9000m2 office and
laboratory facilities
– Pilot factory n. 2500 m2 , pilot production
and start up companies
– Future restaurant and shop - a research
and development platform for food and
food related innovations

5. Benchmark: Food Valley, Wageningen, NL
”Restaurant of the Future”
• R&D organisation for innovation in healthy
and sustainable food and biobased
products
• Working with industry, governmental
authorities and other knowledge
institutes
• Building on the science of Wageningen
University
• Chosen for professionalism, innovative
market oriented solutions and high
scientific standing
• Applied research lines around food
technology, consumer science, food
logistics, information management, health
and sustainability

6. Background
• Traditional research methods (focus
groups, on line and telephone
research panels) affect on peoples
opinions, attitudes and choices
 Real life observation and non
intrusive methods

7. People are observed in their everyday
life and environment and their
behaviour is studied by combining the
traditional and new (observational)
research methods

8. The Restaurant of the Future50 cameras in the ceiling

9. Cashier data
Card reader identifies the customers

10. Areas of consumer research
• Products, packages, concepts, service models, pricing, promotions, presentation
 The influence of e.g. enviroment and
information on the behaviour
 Buying behaviour
 Consumption behaviour

13. Future is here !