The Center of Excellence in Food, Tourism & Leisure (CoEFTL) representatives recently returned from Sweden after participating in the official kick-off meeting of EPIC-SHIFT, a significant EU-funded Horizon Europe project focused on sustainable protein diversification. The two-day event, held on May 6-7, 2025, at Lund University’s Centre for Environmental and Climate Science (CEC), brought together consortium partners from across Europe and beyond to launch this innovative research initiative.

EPIC-SHIFT: Transforming European Food Systems Through Protein Innovation

EPIC-SHIFT (officially launched in November 2024) represents a major investment in sustainable food futures, with €4.5 million in Horizon Europe funding dedicated to addressing critical challenges in global food systems. The project focuses specifically on novel foods based on alternative protein sources (NAPF) derived from insects, fungi, bacteria, algae, and agricultural by-products.

Led by Lund University’s Deniz Koca, the consortium unites 20 partners from 14 countries in a three-year mission to build a comprehensive knowledge base on alternative protein sustainability. The project aims to provide multidimensional environmental and techno-socio-economic impact assessments of these novel food sources, ultimately developing strategies to integrate them into European diets and food value chains.

Collaboration and Knowledge Exchange at the Kick-off Meeting

The American College of Greece Research Center (ACG-RC), through the CoEFTL, was represented at the kick-off meeting by Executive Director Athanasios Krystallis and visiting fellow Polymeros Chrysochou. During the intensive two-day gathering, participants engaged in presentations, discussions, and interactive workshops designed to align project goals and strengthen collaboration between partners. The atmosphere was exceptionally collaborative, with researchers from diverse disciplines sharing perspectives on protein diversification challenges and opportunities. The consortium was also joined by Goran Kumrić from the European Research Executive Agency (REA), who provided guidance and recommendations for successful project implementation.

The CoEFTL representatives were particularly impressed by Lund University’s beautiful campus, which provided an inspiring backdrop for discussions about food innovation. Founded in 1666, Lund University features a unique blend of royal baroque buildings and modern research facilities, surrounded by expansive parks filled with flowers and trees. The juxtaposition of centuries-old architecture with forward-thinking research mirrors the consortium’s work in reimagining traditional food systems through innovation.

CoEFTL’s Key Role in Economic Impact Assessment

The CoEFTL holds significant responsibilities within EPIC-SHIFT, particularly in Work Package 3 (WP3) focused on economic impact assessment. As the leader of WP3, the ACG-RC will provide comprehensive analysis of market potential, development strategies, and business considerations for novel protein foods.

Specifically, the team will lead Task 3.2, investigating market dynamics and conducting analysis of success and failure factors for novel food launches. This work will build upon knowledge from previous EU-funded projects while extending research to focus on real market conditions and launched products.

Additionally, the CoEFTL contributes to Work Package 5 (WP5), which examines societal considerations and social implications of widespread shifts to novel food diets, particularly investigating factors affecting consumer acceptance.

Significance for Sustainable Food Systems

EPIC-SHIFT’s research has significant implications for multiple stakeholders in food systems:

• For consumers, the project will provide evidence-based information about novel protein alternatives, potentially expanding dietary options
• For food producers and businesses, insights into market dynamics and consumer preferences will help guide product development
• For policymakers, comprehensive sustainability assessments could inform food system regulations and incentives
• For environmental advocates, the project contributes to efforts to reduce the ecological footprint of protein production
• For farmers, the project will explore inclusive approaches to ensure their active involvement in emerging protein innovation value chains, addressing their needs for practical and timely results

Looking Forward

As EPIC-SHIFT moves into its implementation phase, the CoEFTL team will begin intensive work on market analysis and consumer research. Regular updates on project progress and findings will be shared through the CoEFTL website and LinkedIn page.

The CoEFTL extends its gratitude to Deniz Koca and the entire Lund University team for their excellent organization and warm hospitality during the kick-off meeting. The collaborative foundation established during these two days in Sweden sets a strong precedent for the productive international partnership that will drive EPIC-SHIFT’s mission over the next three years.

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For more information about the EPIC-SHIFT project, please visit the EPIC-SHIFT Website.

DISCLAIMER: Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or Horizon Europe. Neither the European Union nor the granting authority can be held responsible for them.