Engaging citizens as agents of change for sustainable food system transition with a novel gamified educational citizen science platform

Developing a fair, healthy, and environmentally friendly food system represents a key priority of the European Green Deal.

This is expressed in particular through the ‘Farm to Fork Strategy’, which recognises the need to empower consumers to make informed, healthy and sustainable food choices and to reduce food loss and food waste.

FOODMISSION aims therefore to use multi-actor and inclusive Transformation Labs and blend citizen science, learning and gamification approaches to understand citizens’ food practices for initiating behavioural changes, and ultimately engage and motivate to accelerate the uptake of more sustainable food behaviour.

The project objectives are the following: (1) Setting up Transformation Labs that will support the project through all its phases from co-design to uptake, (2) Design of a comprehensive citizen science data framework, collecting and processing citizen-generated data on their food practices and development of a technical data infrastructure and data visualisation tools to support data sharing and analysis, (3) Design of a citizen motivation and engagement framework for empowering individual and collective change, (4) Co-development of a gamified educational virtual platform prototype and its content and activities, (5) Piloting and evaluation of the gamified educational virtual platform in 6 European countries, (6) Promotion of FOODMISSION’s key exploitable results and their impact to engage citizens for fair, inclusive, healthy, and sustainable food system in Europe and uptake of the outputs beyond the project and consortium.

FOODMISSION will further contribute to the Food 2030 pathways for action.

The interdisciplinary consortium is composed of 10 members based in 8 European countries, bringing together universities, innovative companies and various stakeholder organisations representing consumers, food retailers and food enterprises, and covering diverse socio-economic and demographic contexts.