Challenge: Despite its nutritional benefits and potential to combat climate change, seaweed faced low consumer adoption in Europe. There was no cultural precedent for its use, and a lack of education—such as cooking classes, recipe resources, or influencer content—kept consumers from exploring its potential as a food ingredient.

Approach: I created an impact initiative, starting with in-depth research and seaweed recipe development. I worked closely with individuals in cooking sessions, refining dishes through their feedback and improving the recipes over time. The initiative culminated in an engaging, multi-sensory event at a hybrid location with sustainable décor and cooking stations. Guests learned about seaweed’s benefits, cooked recipes, and shared a communal meal. 

Outcome: The event had a strong emotional impact, with participants surprised by the flavours and bonding over the experience. The phrase “I eat seaweed” became a memorable adoption trigger with 82% of participants interested in follow-up products & services.