4. What is Food Trend Trotters
A BLOG…
Maintopics
• Consumers
• Trends
• Foodinnovation
• Experiencesrelatedtotravel and
food
www.foodtrendtrotters.com 11/6/2012 4
5. What is Food Trend Trotters
MORE THAN A BLOG…
Global and pioneeringproject…in foodmarketresearch and communication
An innovative and informal
project in the way to research,
travel and communication ...
witha blog instead of
detailedsurveillance.
Conferences and hotels are
swappedforthe backpack and
hostels, and contacts are
personal, physical and virtual.
www.foodtrendtrotters.com 11/6/2012 5
6. What is Food Trend Trotters
THE PILLARS
Marketresearch Co-creation, Open innovation
Communication
www.foodtrendtrotters.com
Travel 11/6/2012 6
7. What is Food Trend Trotters
MORE THAN A BLOG…
• Supplementing traditional surveillance activity with
more direct, real and in-depth research of the
market and consumers at street level.
• Learning to use travel trip as a source of knowledge
and ideas.
• Observing and incorporating coolhunting into food
trend research.
• Innovating in the pursuit and communication of
knowledge: "learning by doing".
• Generating ad-hoc high value knowledge through
the AZTI-Tecnalia team, travelers, local contacts and
the online community created in the project.
• Developing a communication strategy that results in
a social network bringing immediacy, agility, and
brings freshness, emotions and experiences.
• Promoting open innovation, generating an
interactive online community including local contacts
and experts outside the organization, promoting co-
creation in R + D + i.
www.foodtrendtrotters.com 11/6/2012 7
8. The objectives
Consumer approach to
scientificandtechnologicaladvancesthatallowfoodi
nnovation
To integrate the consumer in the early R & D
stages, learn the trends (which involve the
motivations that influence consumer choices), and
determine the drivers of food innovation, it is
necessary to adjust the innovation and business
strategies to the real demands of the market.
Consumer+R&D&i+Consumer
www.foodtrendtrotters.com 11/6/2012 8
9. Food Trend Trotters targets
SOCIAL AND PROFESSIONAL PROJECT
Opportunities
Competitiveness
Internationalization
Effective R&D process
CONSUMERS
Food culture and knowledge
FOOD INDUSTRY Innovation, foodtechnology
www.foodtrendtrotters.com 11/6/2012 9
10. First step
JAPAN AND USA
The first Food Trend Trotters project began on 15 October 2010, when our
traveler Asier Lopez began his two-month trip through Japan and the United
States. ...
www.foodtrendtrotters.com 11/6/2012 10
12. Communication strategy
ONE DAY IN A FOOD TREND TROTTERS LIFE
www.foodtrendtrotters.com 11/6/2012 12
13. The team
A MULTIDISCIPLINARY TEAM
Food technologist
Amultidisciplinary team
working in the food sector
committed to new ways of
doing things… Web designers
Journalist
www.foodtrendtrotters.com 11/6/2012 13
15. Opportunities for AZTI
New ways of communication: informal communication
Positioning: innovativeinitiatives
Workinggroup: marketobservatory
New disciplines: coolhunting
Methodology
New communicationopportunities
Social web
www.foodtrendtrotters.com 11/6/2012 15
16. New projects
AND COMMUNICATION OPPORTUNITIES
EATrends: Food consumption in Europe towards
2020, in eight trends
Studypresented at Alimentaria fair (Barcelona 2012)
http://issuu.com/aztitecnalia/docs/trends_2012 11/6/2012 16
www.foodtrendtrotters.com
17. New projects
AND COMMUNICATION OPPORTUNITIES
Emotional Food System
A new scientific approach to emotional food
A new generation of advanced food
A new dimension in emotional perspectives
http://www.emotionalfoodsystem.com/
www.foodtrendtrotters.com 11/6/2012 17
18. High impact in the media
• FoodNavigator
• Cinco Días
• El País
• El Mundo
• TVE (Agrosfera)
• Expansión
• Cadena Ser
• ETB
• NickDutNik
• Radio Euskadi
• …
www.foodtrendtrotters.com 11/6/2012 18