The Center of Excellence in Food, Tourism & Leisure (CoEFTL) participated at the recent LIKE-A-PRO Consortium Meeting in Wuppertal, Germany, April 9-10, via the presence of its Executive Director, Professor Athanasios Krystallis.

LIKE-A-PRO, an ambitious project funded by European Union’s Horizon Europe program, seeks to revolutionize Europe’s food system by harnessing the potential of alternative protein sources and understanding consumer behavior. At the heart of this initiative lies the endeavor to tip the balance towards sustainability, addressing critical challenges facing our food ecosystem.

The Consortium Meeting welcomed the LIKE-A-PRO project partners from 17 different countries and served as a platform for converging, exchanging insights, and delineating strategies towards achieving project objectives. CoEFTL, via the American College of Greece Research Center (ACG-RC), is one of the project’s academic partners, representing Greece. The Consortium Meeting, hosted by the Collaborating Centre on Sustainable Consumption and Production (CSCP), fostered dynamic discussions, unveiling project progress, milestones, and future trajectories.

One of the highlights of the Consortium Meeting was the update on Work Package 4 (WP4) presented by the CSCP. WP4, titled “Food Environment Citizens Innovation Living Labs”, elucidates objectives aimed at exploring food environments from the perspective of European citizens, unraveling influential consumer behavioral determinants, and designing effective strategies to facilitate dietary shifts towards health and sustainability.

CoEFTL’s involvement in WP4, signifies its role in driving consumer-centric innovation within the LIKE-A-PRO project. Through the establishment of Living Labs, CoEFTL, along with 10 other project partners in their respective countries, is actively engaging with consumers to decipher their needs, preferences, and decision-making processes concerning alternative protein sources. The “Meat or Dare!” event, part of the 1^st Living Labs initiative, concluded successfully on April 12 and the final “choice editing” interaction is coming up in the end of May.

For more information about CoEFTL’s involvement in the LIKE-A-PRO project and its ongoing initiatives, please browse our Funded Research section.

For more information about the LIKE-A-PRO project, please visit the LIKE-A-PRO 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 the European Research Executive Agency (REA). Neither the European Union nor the granting authority can be held responsible for them.