Promising projects do not always find their way to producers, the market and ultimately to consumers. Why is that and what can we do to advance these projects? Why is it not possible to scale up, and is that even desirable for every project? How can we strengthen the role and urgency of food designers in the food system? How do we bring a project from ‘nice concept’ to success story, to make some real impact? The Embassy of Food 2021 is based on research and analysis and we hope this will also reveal the need for system changes. We will share our findings widely on the Embassy of Food website, which will become a platform for food designers, scientists, entrepreneurs, producers (from small farmers to large industry) and consumers to find information, inspiration, questions and connections.
During DDW21, the Embassy of Food will take the shape of the supermarket of the future. In this “shop” selected food design projects are shown, varying from very concrete products and projects to very futuristic questions and visions. Wandering through the store you may wonder why these products or ideas have not been available already in the supermarket. Or you might be surprised by what could be on our plate in the (not-so-distant-) future.
We want to show the great potential of existing food design projects and hope to interview visitors about their experiences, ideas and preferences and perhaps even make them more aware of their possible role and influence on the existing food system.