food trend trotters. a new approach to communicate food innovations

www.foodtrendtrotters.com 6/11/12 1


FOOD RESEARCH DIVISIONAbout AZTI-Tecnalia

www.azti.es 6/11/12 3

A CASE STUDY…

FOODTRENDTROTTERS.COM

SONIA RIESCO, AZTI-TECNALIA


A BLOG…What is Food Trend Trotters

Main topics

• Consumers

• Trends

• Food innovation

• Experiences related to travel and food


MORE THAN A BLOG…What is Food Trend Trotters

Global and pioneering project…in food market research and communication

An innovative and informal project in the way to research, travel and communication ... with a blog instead of detailed surveillance. Conferences and hotels are swapped for the backpack and hostels, and contacts are personal, physical and virtual.


THE PILLARSWhat is Food Trend Trotters

Market research Co-creation, Open innovation

Communication Travel


MORE THAN A BLOG…What is Food Trend Trotters

• 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.


The objectives

Consumer approach to scientific and technological advances that allow food innovation

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


SOCIAL AND PROFESSIONAL PROJECTFood Trend Trotters targets

FOOD INDUSTRY

CONSUMERS

Opportunities Competitiveness

InternationalizationEffective R&D

process

Food culture and knowledgeInnovation, food technology


JAPAN AND USAFirst step

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. ...


SOCIAL MEDIACommunication strategy


ONE DAY IN A FOOD TREND TROTTERS LIFE

Communication strategy


A MULTIDISCIPLINARY TEAM The team

A multidisciplinary team working in the food sector committed to new ways of doing things…

Food technologist

Web designers

Journalist


Collaborators

AZTI researchers

consumer community

friends

gastronomy experts


Opportunities for AZTI

New ways of communication: informal communication Positioning: innovative initiatives Working group: market observatory New disciplines: coolhunting Methodology New communication opportunities Social web


AND COMMUNICATION OPPORTUNITIESNew projects

http://issuu.com/aztitecnalia/docs/trends_2012

EATrends: Food consumption in Europe towards 2020, in eight trends

Study presented at Alimentaria fair (Barcelona 2012)




AND COMMUNICATION OPPORTUNITIESNew projects

Emotional Food System

A new scientific approach to emotional foodA new generation of advanced foodA new dimension in emotional perspectives

http://www.emotionalfoodsystem.com/




High impact in the media

• Food Navigator• Cinco Días • El País• El Mundo• TVE (Agrosfera)• Expansión• Cadena Ser• ETB• NickDutNik• Radio Euskadi• …


Communication in social media


Coming soon…

New initiative: The Food Mirror, January 2013

Food Trend Trotters blog…english version!


Follow us!

www.foodtrendtrotters.com

@jantrotters https://twitter.com/jantrotters

Watch out for The Food Mirror!

http://www.foodtrendtrotters.com/

https://twitter.com/jantrotters

https://twitter.com/jantrotters

www.azti.es | www.alimentatec.com | www.foodtrendtrotters.com | www.itsasnet.com T. +34 94 657 40 00

Txatxarramendi ugartea z/g

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Herrera Kaia, Portualdea z/g

20110 Pasaia, Gipuzkoa

Astondo Bidea, Edificio 609

Parque Tecnológico de Bizkaia

48160 Derio, Bizkaia

22

[email protected]://twitter.com/sriesco

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food trend trotters. a new approach to communicate food innovations

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