“I Eat Seaweed” — Making Sustainability Tasty
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.
Evolving into a Recognized Concept
What began as a pilot evolved into a recognized concept to accelerate the adoption of novel proteins.
Challenged by EIT Food, I worked with an international team of AgriFoodTech practitioners to address low adoption of novel proteins such as seaweed. Drawing on my field experience and B2B market insights, I guided the team in shaping the concept and defining the value proposition of a B2B/B2C AI-based platform and app, designed to empower cooks in institutional kitchens to create healthy, tasty, and sustainable alternative-protein menus aligned with ESG requirements.
To drive end-user awareness, engagement, and education, we complemented the platform with a digital gamification and omni-channel brand & communication concept, strengthening the overall value proposition. In the final round, our team was awarded 2nd place, and I had the opportunity to present our final pitch to the jury.
