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