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Celebrate Food

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The concept

Shops and (super)markets are generally not equipped to tempt their customers into developing purchasing behaviour centred on sustainability and/or healthy and tasty products.

The ‘Celebrate Food’ concept focuses on this by:
  1. Searching for a formula for shops and (super)markets whereby more consumers develop responsible purchasing behaviour (focused on sustainability and healthy and balanced nutrition). Here use is made of a strong interaction between designers, psychologists, marketeers, sociologists, ICT specialists, product specialists, builders of equipment etc. Jointly they can arrive at designs that can be implemented in existing transaction environments (shops and supermarkets), but also in a completely new environment (a regional formula, a production company). If promising concepts can be developed, the next challenge is implementation.
  2. The development of business models making it interesting for local/regional (primary and secondary) producers themselves to participate in a (super)market or retail trade formula. This approach means that the logistics can be developed in a sustainable way (short trading routes). But there is also the possibility of sharing the added value in a more balanced way in the chain (fair trade).
  3. The development of a European benchmark for shops and supermarkets taking on responsibility for sustainable and healthy food. This involves a movement with a wider extent: an appeal to the social responsibility of businesses. This is being established by setting up a network of European consumer organizations which – jointly and if possible with the aid of European funding – set the benchmark and then test it on a national scale. The testing should result in people in various countries being able to see the extent to which their national retail organizations deal with health(iness) and sustainability (their social involvement).

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