On January 14-16, 2025, in Bergen, Norway, representatives of the Centre for Systems Solutions, Michalina Kulakowska and Sofia Ruiz Vasquez, took part in the kick-off meeting of the FOODMISSION project. As noted by the project coordinator from Western Norway University of Applied Sciences, Natalia Mæhle, the goal of the initiative is to initiate a bottom-up, citizen-managed transformation of the food system.

“Despite numerous initiatives and information campaigns, current food consumption patterns remain unsustainable from both health and environmental points of view. Citizens need to be empowered to make informed, healthy, and sustainable food choices and reduce food waste. Our goal is to give citizens an opportunity to see the tangible effects of their actions on the food system.” – announced Prof. Mæhle.

The FOODMISSIN project has set a goal of engaging citizens in a variety of activities, including those of a gamification nature. In the project, a virtual platform will be created, which combines educational content with tasks designed to motivate project participants to think critically and take action to minimize food waste and shop responsibly. Project participants will be assigned to “Transformation Labs” located in partner countries, where they will work together to implement the platform and other key project outcomes.

The FOODMISSION inaugural meeting gathered representatives from 8 European countries. Partners include four universities, two SMEs, one national consumer association, a representative from the retail sector, a social science and policy implementation organization, and an interest group of agribusiness and food companies. 

The project will last 3 years and 6 months.