Do you what to develop new ideas on the future proteins in our diet to counteract some of the causes of climate change through entrepreneurial capacity training in a 3 week summer school starting August 16th and ending September 3rd.
You will be taught how new and alternative proteins, like plant, cell and insect based proteins, can be integrated in our food systems. You will work and be coached in teams. You will end up in new business ideas that will be pitched in front of professional jury. Critical questions on how to develop a sustainable future food system will be addressed. How can new and alternative food proteins be integrated in our food systems? What are the technological obstacles, and what are the regulatory and consumer/market related barriers? How do we design and develop alternative proteins and how can we develop and formulate alternative protein based food products.
The EIT Food communication project Smart Tags came recently to an end. This was a one-year project that had the objective study and communicate the applicability of Smart Tags as means to increase consumer trust towards food products. These Smart Tags are “intelligent” labels that can provide consumers with information which regular food labelling cannot. Smart Tags can therefore contribute to sharing information about the food product value chain during the whole life-cycle of the product, enabling novel service concepts and interactivity between consumers and the food industry. Now at the end of the project it is worthwhile to review what was accomplished during the project and how the results can live on beyond the project lifetime.
The project was broken into six tasks, one on management, one on dissemination and the other four tasks were then interlinked; starting with a review of the available Smart Tag technologies and their usage in food value chains, which provided input to a task that focused on assessing consumers’ and other stakeholders’ needs and expectations towards Smart Tags. These then provided valuable input to a task that studied potential novel service concepts that rely on Smart Tag technologies; a task that resulted in identification of 19 Smart Tag enabled service concepts. The most applicable of these concepts were then pre-piloted in selected food value chains in the final task.
The task of reviewing the available Smart Tag technologies and their usage in food value chains was quite extensive. It focused on the available technologies in the domain of intelligent packaging and their enablers and barriers towards consumer acceptance and trust. Three main components of intelligent packaging technology were identified (indicator, sensor and data carrier) and synthesised their most widely found sub-components in literature which include time temperature indicator, freshness indicator, gas indicator, biosensor, gas sensor, barcode and RFID. The task concluded that despite a large number of research work being done in the domain of active and intelligent packaging, there are limited empirical studies that investigated consumer acceptance or trust towards intelligent packaging technologies. The tasks therefore also looked at the technologies proposed for supply chain traceability as it has a similar aim as intelligent packaging which is communication. The tasks also studied the main barriers for intelligent devices in food packaging, and concluded that consumers’ acceptance, legal constrains and some technical issues present a major barrier for wider uptake of Smart Tag solutions in food value chains. The results of this task will be presented in a peer-reviewed journal article that is planned to be published in 2021.
The task that focused on assessing consumers’ and other stakeholders’ needs and expectations towards Smart Tags was as well very comprehensive. It used results from the previous task as input and further analysed the needs and requirements of consumers and suppliers. This work included in-depth interviews with suppliers in nine countries, focus group sessions in five countries and a wide scale consumer surveys in eight countries. The project has in total received direct input on consumer’s and stakeholder needs and expectations from over 4 thousand people. The results of this work will be presented in a journal article that is planned to be published in 2021. The overall conclusion is that Smart Tags have the potential to meet with many of the consumer’s and supplier’s needs, and that there is a willingness amongst consumers to pay a premium for such solutions.
The task that studied potential novel service concepts that rely on Smart Tag technologies analysed in-depth the potentials, as well as Strengths, Weaknesses, Opportunities and Treats associated with the different Smart Tag solutions. The task identified and analysed in total 19 novel Smart Tag enabled service concepts. The results of this work will be presented in a journal article that is planned to be published in 2021. Building on the results of the previous tasks, the most applicable and promising solutions were pre-piloted in the final task. The Smart Tag solutions were selected based on different criteria, depending on the needs in the different value chains and the maturity of the available technologies. The smart Tag technologies pre-piloted were a Nitrogen Smart Tag indicator which was piloted by MATIS (Iceland), AZTI (Spain) and KU Leuven (Belgium) to indicate freshness of different food items. The technology showed particular potentials in seafood value chains, which will be further explored beyond the project. An NFC Smart Tag Temperature logger was also pre-piloted by VTT (FI) and MATIS (IS) but this technology allows consumers and suppliers to monitor temperature of food during logistics and transport. Many fresh and frozen food items are delegate towards temperature, which makes this technology very relevant. The NFC logger pre-piloted in this project was though believed to be more relevant for professionals in the value chains (business-to-business) than for regular consumers, as the temperature readings require expert knowledge to interpreted into quality parameters and shelf-life. The project did also pre-pilot Oxygen Smart Tag indicators which for example can inform consumers and other stakeholders if packaging is leaking. The oxygen indicators were pre-piloted by AZTI (Spain) and LU Leuven (Belgium). The final Smart Tag that was pre-piloted was a ‘Wine Cap’ Tag which provides a unique electronic identity for bottles and other containers. By scanning the label with a smart phone, the consumer can see when and where the wine was grown and bottled as well as get information such as tasting notes and food pairings. The label also includes a temperature indicator which lets the user know when the wine is the ideal temperature to drink.
The Smart Tags project was classified as a communication project, which means that one of its kay objectives was to communicate to consumers and stakeholders in food value chains what Smart Tags are, how they can be used, what tags are already available and what tags are in development, how they can add value etc. The project met this objective by interacting directly with over four thousand consumers and suppliers, reaching close to seven thousand people as ’media audience’ and over 40 thousand through ’online media impressions’.
The project is now officially finished, but the project’s legacy will still live on through further research & innovation, as well as through scientific peer-reviewed papers as at least four papers are planned to be published in 2021, based on work done in the Smart Tags project.
Fifty students with various study backgrounds from all around Europe participated in the Venture Creation School that took place between October 23 and November 14.
A total of 8 teams were formed around 5 main topics reflecting the innovation focus areas of EIT FOOD: Alternative protein, Sustainable agriculture, sustainable aquaculture, Targeted nutrition and Circular food system.
The teams went through the different stages of innovation and entrepreneurial mindset throughout the 3 weeks from the framing of the challenge, ideation and brainstorming, solution selection, business canvas introduction and finally pitching the idea.
The ideas where reviewed by a jury composed of Kristjana Björk Bjarðdal, Antoine Harfouche and Lauri Reuter.
We also had the chance to have local speaker from Iceland sharing their entrepreneurial journey with our students, like Þór Sigfússon from the Ocean cluster in Reykjavík and Renata Bade young entrepreneur and CEO of GreenBytes.
The winning team of this small competition has one member located in Reykjavík, James McDaniels, and they are very eager to have their idea seeing the light of the day: Wabi-sabi!
The Smart Tags EIT food project is a one-year communication project that is about to finish in few days. The project was set to increase consumer trust towards food products by sharing information about the food product value chain during the whole life-cycle of the product, enabling novel service concepts and interactivity between consumers and the food industry. Now at the end of the project the coordinator, Kaisa Vehmas from VTT in Finland, looks in the rear-view mirror to give a constructive overview of the project’s progress and its successes, as well as challenges.
What a year!… When we started the SmartTags project on Feb 2020, we did not know what kind of year was head of us. We kicked-off online, started to know each other step-by-step, even if it was very different compared to face-to-face meeting.
The Smart Tags communication project was set to increase consumer trust towards food products by sharing information about the food product value chain during the whole life cycle of the product, enabling novel service concepts and interactivity between consumers and the food industry. Our aim was to screen and evaluate the suitability of different technologies available in the market and understand the needs and expectations of consumers towards how and where interactivity is valued.
The SmartTags consortium included partners from seven different countries: Finland, Belgium, Iceland, Israel, Poland, Spain, and UK.
We planned to meet different people from the food value chain. But, most of the year we have worked remotely, from home. However, we have done a lot. Due to the communication type of project, we were not aiming to develop any novel technologies but we gathered our knowledge and implemented a literature review to find if there are other solutions that we are not experienced yet.
We define smart tags as items that will dynamically change their status in response to a variety of factors and will be seamlessly tracked during their lifecycle. We have divided them in three groups: sensors, indicators, data carriers.
Indicators are devices that convey information associated with the presence or absence of a substance, the amount of the substance, or the degree of interaction between two or more substances (Chowdhury and Morey 2019).
Sensors are used to detect a wider range of chemicals inside food packages with greater functionalities. Sensors provide continuous output of signals.
Data carriers are used as a medium to support traceability of products.
Time temperature indicators Freshness indicators Gas indicators Nitrogen indicator
Biosensors Gas sensors
We interacted with stakeholders, by interviewing totally 24 company representatives from all the different participating countries. These interviews were conducted to find out the opinions and experiences of experts regarding Smart Tags and issues related to them; new technologies, consumer communication and consumer trust. According to stakeholders, the biggest motivator for using smart tags is cost, with the benefits of traceability and proof of freshness. In addition, the smart tags should create additional value for consumers.
Consumer felt that the smart tags would add value to the food products by increasing trust and confidence. They liked the possibility to get more information about the food products, increased traceability and helping to decide what to buy. They saw the smart tags also valuable to people with allergies who need or want more information on processing or ingredients.
In the SmartTags project, we developed and evaluated different concepts that would benefit from using smart tags. Some of these concepts were for different food product categories, like fish, meat, fresh fruits and vegetables, beverages, and dairy products. These examples were mainly related to product traceability, and food parameters monitoring. However, there are also some other possibilities for smart tags. In addition, we defined concepts for warehouse management, and logistics, and they could help the stakeholders to create an interactive communication channel with consumers.
During the SmartTags project, we were able to pilot some smart tags solutions in the lab scale. We prepared the nitrogen and oxygen indicators at VTT. These are based on 2D bar codes that have colour-changing areas. Because these types of smart tags are sensitive to environmental conditions, they are dynamic, but they also enable context aware services, as each of them can be unique. Spoiling fish creates nitrogen that can be detected from the package headspace with indicators reacting to changes in environmental conditions (e.g. presence of nitrogen) with visual colour change. The blue bar at the bottom of the code appears when in contact with nitrogen. The reading software can detect colour change in the indicator area. The oxygen indicator is based on the same technical principle as the nitrogen indicator. The third pre-pilot was the temperature logger to monitor temperature history of package. This type of logger can be used to track the temperature of the packaged item to boost sustainable and safe transport as well as storage of temperature sensitive products. This solution is based on an extremely thin NFC temperature monitoring IC for logging and communication, and indicator LEDs for indication of logging and threshold temperature. Temperature data can be accessed via Android application as a user interface.
The results from all these topics are described more in detail in other press releases and reports that can be found from the project web site. Next, we would like to be able to test and evaluate the smart tags solutions in large scale, with real use cases. EIT Food SmartTags has been an exceptional project. During the whole project, we have not been able to meet each other face-to-face. Still, we have received a lot. Looking forward to continue this work in coming projects. Successful and happy New Year!
The SmartTags project has placed considerable efforts into exploring consumer needs and expectations when it comes to implementing Smart Tags solutions in food value chains. The project has been getting better understanding of what consumers consider added value enabled by Smart Tags. To be able to do this, we must put ourselves in scenarios that might be familiar with the consumer.
You are shopping in your local store and you intend to have fish for dinner. In the fish section there are variety of species on offer and you start browsing for what seems to be most fresh, but you struggle to valuate that. All the fish in the store is prepacked fillets and there is little information regarding how old or fresh the fish actually is, when it was caught or processed. The prepacked fish is only labelled by “use by” dates, as the regulation demands. You try to estimate the colour of the fillet through the packaging, but you can’t smell it and you can hardly feel the texture through the packaging. Moreover, since it is filleted, you can’t use the good freshness indicators of eyes nor colour of the gills.
Many of us are familiar with this scenario where the consumer has little or no indicators to estimate how fresh the prepacked fish really is, but there might be a solution around the corner. Methylamine compounds, particularly trimethylamine oxide (TMA-O), occur in tissues of marine organisms. With storage, that gets oxidised with help of microorganism to trimethylamine (TMA) which has been related to giving the typical fishy smell and to spoilage of the product.
But how can this be important to the consumer in the store? Well, in the SmartTag project we are looking into TMA indicators, that reacts to certain levels of TMA in the packaging and change colour. Not only change colour but direct the consumer to another homepage from the one that he gets directed to if the fish is fresh when the label is scanned by a consumer with a smartphone. Smart tags like this could support the consumer in making an informed decision when buying prepacked fish products.
The University of Reading has recently finished two feeding trials, one with dairy cows and another with beef cattle. Currently Matís personnel is in full force preparing and analysing the chemical and nutrient content of the meat and milk.
Additionally, the products will undergo sensory and texture analysis to investigate whether seaweed in the feed can affect these attributes. The University of Reading has already carried out sensory analysis of the dairy products where first results indicate that astute consumers might be able to taste the difference if these products were to enter the market. The remaining question is – will the trained sensory panel at Matís taste a difference of the meat?
With the project coming to an end soon the SeaCH4NGE research team is looking forward to compiling and scrutinising all the results from the project.
Below are some pictures from the research process.
The Smart Tags EIT food project is set to increase consumer trust towards food products by sharing information about the food product value chain during the whole life-cycle of the product, enabling novel service concepts and interactivity between consumers and the food industry. During the project, one of the main challenges has been the development of these novel service concepts
The development process applied in that work is shown in the following figure.
The project partners analysed different smart tags technologies (QR codes, RFID, sensors, NFC, blockchain) and sensors supported by the conclusions from literature review, brand papers, food manufacturers, business partners. As a result, a total of 19 novel concepts of smart tags were identified for different purposes: product traceability, food parameters monitoring, children education of health food purchasing, creating value for consumers with special needs, e.g. allergies, promotion of staying fit and eating healthy, communication channel with consumers, logistics and warehouse management, sustainability of the product value chain, security, anti-counterfeiting, “Smarterware” – a line of food-storage products that alert users when the contents of their fridge are about to spoil, tracking citrus fruit exports using blockchain, food trust and traceability based on blockchain.
These concepts have now been presented to consumers and other stakeholders in focus groups, surveys and pilot demonstrations, which has provided valuable insights into the applicability of different concepts, how they meet consumer needs and if they provide added value. During the next weeks we will publish the results of this work, showing for example for which products these Smart Tags are most applicable, if consumers are willing to pay a premium for such solutions, and how much?……..so keep following the Smart Tags project #smarttags2020
DouxMatok, a partner in the Smart Tags project, has developed a new sugar reduction solution, Incredo™. Incredo sugar, extracted from cane and beet sugar, is intended to replace regular sugar within different products such as cookies, cakes, chocolates, and spreads, allowing 30%-50% in sugar reduction without compromising the taste. DouxMatok hope to debut Incredo with a new chocolate-based product. However, consumers’ perception towards Incredo is currently unknown. Will they be willing to buy a new product that promotes Incredo? Are they willing to pay higher for a product developed with Incredo on the basis that it contains less sugar? What information do they check when purchasing a new food product (e.g., traceability, sustainability, quality indicators, etc.)?
Through a survey led by KU Leuven, DouxMatok, VTT and AZTI, the project aims to answer these questions, among several European countries, including communication strategies for Incredo and new products developed using Incredo. The role of intelligent packaging technologies in this regard will also be explored. This large-scale survey will target 250-300 consumers from each of the following European countries: Belgium, Finland, UK, Germany, Spain, and Italy.
The survey focuses on 3 main aspects: consumer shopping behaviour and purchase decisions, product-specific questions towards Incredo and the hazelnut spread, and finally attitude towards claims and messages on packaging. The results of the survey will be available before end of the year and will be made public at the Smart Tags webpage.
EIT Food Smart Tags -hankkeessa on pilotoitu VTT:n johdolla pakkauksiin integroitavien älytagien valmistusta. Nämä matkapuhelimen avulla tulkittavat älytagit mahdollistavat pakatun tuotteen olosuhteiden monitoroinnin digitaalisesti. VTT:llä on jo aiemmin kehitetty ohut ja taipuisa sähköinen lämpötilaloggeri, T-Tag, jonka avulla voidaan seurata tuotteen lämpötilaprofiilia (Kuva 1).
Tällaisen ratkaisun avulla voidaan parantaa kuljetusketjun hallintaa ja optimoida tuotteen säilytysolosuhteita. T-Tag perustuu lämpötilaa mittaavaan NFC-siruun ja pieniin LED-valonlähteisiin, jotka ilmoittavat visuaalisesti lämpötilan raja-arvon ylittymisestä. Lämpötilahistoria voidaan lukea myös Android-sovelluksen avulla puhelimesta. (Video: https://youtu.be/CbMFWoooLcQ).
Hankkeen kaksi muuta pilottia perustuvat 2D viivakoodeihin, joissa on väriä muuttavia alueita. Tällaiset älytagit kehitettiin alun perin Horizon2020 ohjelman TagItSmart hankkeessa (www.tagitsmart.eu). Älytagien väri vaihtuu ympäristön olosuhteiden vaikutuksesta, minkä ansiosta koodia luettaessa päästään erilaiseen palveluun riippuen luentaolosuhteista. Hankkeessa on pilotoitu typpi- ja happi-indikaattorit yhdistämällä näille yhdisteille herkät VTT:n kehittämät painovärit osaksi 2D-koodia (Kuva 2). Typpiindikaattoreita voidaan käyttää valvomaan pakatun kalan tuoreutta. Happi-indikaattorit puolestaan sopivat osoittamaan pakkauksen eheyttä näpelöinnin havaitsemiseksi tai pilaantumisen laukaisevan vuodon valvomista varten.
EIT Food online course for university students in creating ventures in sustainable and personalized food starts 23rd of October.
Fifty students with different academic backgrounds will meet online and share their scientific experience and university knowledge to create new concepts and ideas that will lead to development of sustainable and personalized food. This 3-week course managed by professional tutors will introduce participants to several topics such as: innovations in food sector, human nutrition in food systems, food and digital disruptions, as well as business model generation and presentation pitching. Participants will work in interdisciplinary teams, identifying problems, prototyping viable solutions with a validated value proposition and pitching their projects in front of a panel of experts.
The EIT Food RIS Venture Creation School is organized by Matis (Iceland), University of Cambridge (England), VTT Technical Research Centre of Finland and Institute of Animal Reproduction and Food Research PAS (Poland). A special input will be also delivered by Finnish start-up businesses operating in the agri-food sector.
This course is delivered online through a variety of methods, including real-time video conference sessions delivered by the course leaders, group ideation sessions with other participants and electronic material to work outside of class.
The programme will take place over 3 weeks starting 23rd October, with 30 hours’ online contact time and 15 hours’ asynchronous learning time during that period.