FATE: From awareness to engagement - Young consumers in a sustainable food system

FATE aims to promote engagement with sustainable food systems by identifying mindsets among young consumers and developing initiatives and concrete changes in the food supply chain. Young consumers play a central role in driving change within the broader population, not only because of their long-term impact and online presence but also because many in this age group are more open to dietary changes than adults and older individuals. Therefore, FATE will seek to understand what motivates young individuals to engage in a sustainable and healthy diet and what can influence others to do the same. FATE will thus explore the food system from the perspectives of young consumers. These perspectives are shaped by their environment and can potentially be influenced by other participants in the food supply chain, helping guide young people toward more sustainable eating habits.

FATE approaches the challenge from multiple angles through interdisciplinary collaboration. As a starting point, the project will assess differences in young consumers' understanding of sustainability and the food system in Norway by studying how their mindsets vary. This will then be used in the implementation of a "living lab" centred around school cafeterias in Østfold County, which has politically committed to being at the forefront of promoting healthy and sustainable products for students. The "living lab" will experiment with co-creation of knowledge, activities, and innovations to increase awareness of sustainability and test ideas for initiatives that could lead to changes in behaviour and mindsets. The initiatives will be launched in school cafeterias that are already in the process of changing their food offer, and selected schools will also undergo a training program. The long-term effects of these initiatives will be monitored, along with students' progress toward independent adult lives.

Nofima leads the project, and Telemark Research Institute leads the work package related to the "living lab." Other partners include Østfold County, Klimato, Matvalget, and Guldkorn.