Food Trend Trotters is an innovative project by AZTI-Tecnalia to conduct market research and communicate food trends. Through travel, it aims to supplement traditional surveillance with direct consumer insights. Key aspects include observing consumers, generating knowledge through collaboration, and developing an interactive online community. The first project visited Japan and the US, with communication via social media. The multidisciplinary team works to open new opportunities in research, communication, and positioning AZTI at the forefront of innovation.

1. www.foodtrendtrotters.com 11/6/2012 1

2. About AZTI-Tecnalia
FOOD RESEARCH DIVISION
www.foodtrendtrotters.com 11/6/2012 2

3. A CASE STUDY…
foodtrendtrotters.com
Sonia Riesco, AZTI-Tecnalia
www.azti.es 11/6/2012 3

4. What is Food Trend Trotters
A BLOG…
Maintopics
• Consumers
• Trends
• Foodinnovation
• Experiencesrelatedtotravel and
food
www.foodtrendtrotters.com 11/6/2012 4

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. What is Food Trend Trotters
THE PILLARS
Marketresearch Co-creation, Open innovation
Communication
www.foodtrendtrotters.com
Travel 11/6/2012 6

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. The objectives
Consumer approach to
scientificandtechnologicaladvancesthatallowfoodi
nnovation
To integrate the consumer in the early R & D
stages, learn the trends (which involve the
motivations that influence consumer choices), and
determine the drivers of food innovation, it is
necessary to adjust the innovation and business
strategies to the real demands of the market.
Consumer+R&D&i+Consumer
www.foodtrendtrotters.com 11/6/2012 8

9. Food Trend Trotters targets
SOCIAL AND PROFESSIONAL PROJECT
Opportunities
Competitiveness
Internationalization
Effective R&D process
CONSUMERS
Food culture and knowledge
FOOD INDUSTRY Innovation, foodtechnology
www.foodtrendtrotters.com 11/6/2012 9

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. Communication strategy
SOCIAL MEDIA
www.foodtrendtrotters.com 11/6/2012 11

12. Communication strategy
ONE DAY IN A FOOD TREND TROTTERS LIFE
www.foodtrendtrotters.com 11/6/2012 12

13. The team
A MULTIDISCIPLINARY TEAM
Food technologist
Amultidisciplinary team
working in the food sector
committed to new ways of
doing things… Web designers
Journalist
www.foodtrendtrotters.com 11/6/2012 13

14. Collaborators
friends AZTI researchers
gastronomyexperts consumercommunity
www.foodtrendtrotters.com 11/6/2012 14

15. Opportunities for AZTI
 New ways of communication: informal communication
 Positioning: innovativeinitiatives
 Workinggroup: marketobservatory
 New disciplines: coolhunting
 Methodology
 New communicationopportunities
 Social web
www.foodtrendtrotters.com 11/6/2012 15

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 16
www.foodtrendtrotters.com

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. 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. Communication in social media
www.foodtrendtrotters.com 11/6/2012 19

20. Coming soon…
FoodTrendTrotters blog…englishversion!
New initiative: TheFoodMirror, January
2013
www.foodtrendtrotters.com 11/6/2012 20

21. Follow us!
www.foodtrendtrotters.com
@jantrotters https://twitter.com/jantrotters
WatchoutforTheFoodMirror!
www.foodtrendtrotters.com 11/6/2012 21

22. Thanksforyourattention
Gràcies
www.azti.es | www.alimentatec.com| www.foodtrendtrotters.com| www.itsasnet.com
T. +34 94 657 40 00
Txatxarramendiugartea z/g Herrera Kaia, Portualdea z/g AstondoBidea, Edificio 609
48395 Sukarrieta, Bizkaia 20110 Pasaia, Gipuzkoa ParqueTecnológico de Bizkaia
48160 Derio, Bizkaia
sriesco@azti.es
http://twitter.com/sriesco 22