WeValueFood - Reconnecting society with food

Last Updated : 12 May 2020
Table of contents

    With society facing major problems in terms of obesity, food waste and the environment, the need for next generation consumers of European consumers to make improved food choices has never been more important. WeValueFood will educate, engage, and advance the young Europeans’ knowledge of and appreciation of food, thereby empowering the next generations to make the best choices about the food that they eat.


    Nowadays, we are facing decreasing levels of engagement and knowledge about our food, particularly among our youth. It is difficult to encourage the next generation to make improved food choices if their engagement and comprehension of food is poor.

    WeValueFood will help to establish a society that is more knowledgeable and discerning about where food comes from and how it affects our health and the planet. Through closer links between consumers and the food industry, next generation consumer food choices and values will lead to product differentiation and added value, ensuring a thriving European agri-food economy.

    Project’s goals

    In a nutshell, WeValueFood aims to tackle the erosion of society’s engagement with our food by:

    • Providing a pan-European online inventory of existing educational resources to help teachers engage students on the topic of food
    • Creating new tools and strategies for educating students from a primary, secondary, and tertiary level about food
    • Modifying and scaling up food engagement tools particularly in regions where levels of food disengagement are high and young people lack knowledge about food
    • Helping the food industry learn how to engage with next generation consumers in a positive and healthy way
    • Inspiring a community of European Food Champions, a network of food-savvy young consumers who will share their food values via peer-to-peer communication
    • Work together with high-profile Food Stars (e.g. chefs and social media influencers) to spread the WeValueFood message


    WeValueFood is a 3-year grand challenge project funded by EIT involving 11 European partners from education, academia and industry, communication sectors. The project runs from 2019-2021 and is led by Queen’s University Belfast.

    For more info check out WeValueFood’s:

    Website: www.eitfood.eu/innovation/projects/wevaluefood-2020

    Twitter: #WeValueFood on @SciFoodHealth

    Instagram: #WeValueFood on @food.unfolded