EIT Food’s key messages explain ‘why we exist’ as an organisation, ‘what we do’ and ‘how we do it’. They reflect our brand positioning that highlights our common strengths and missions-led approach - which unite the work of our impact teams and regions - to support the delivery of EIT Food’s strategic agenda.

 

These key messages should be used when sharing information about EIT Food, in interviews with the media, or as part of the EIT Food boilerplate for press releases, for example.

What are EIT Food’s key messages? 


Why we exist (our mission)

EIT Food accelerates innovation to build a future-fit food system that produces healthy and sustainable food for all.


What we do

Supported by the EU, we lead the world’s largest and most dynamic food innovation community. 


Through our missions-led approach, we invest in projects, individuals and organisations that share our goals to deliver positive impact at speed and scale.


We connect stakeholders right across the food system to drive change through collective learning, problem solving and invention.


We focus on inclusive systems innovation, which enables all people and places to participate and benefit.

How we do it

Our missions-led approach puts improving outcomes for people and planet as the starting point for our work.


We improve environmental and health outcomes by developing solutions that align with our three missions. These innovations are delivered with a combination of industry, education and research partners from all parts of the food value chain.


With teams on the ground across Europe, we unlock innovation potential in businesses and universities and create and scale agrifood startups to bring new technologies and products to market. 


We equip entrepreneurs and professionals with the skills needed to transform the food system and we educate and inspire the next generation.


We put consumers at the heart of our work - helping build trust by reconnecting them to the origins of their food, directly involving them in the innovation process, and working with the food sector to promote transparency.

What is EIT Food’s brand narrative? 


The brand narrative brings all of the key messages together in one reputation-building story. This is EIT Food’s extended elevator pitch – or ‘about us’ – and must be authentic, distinctive and inspiring. It is designed to resonate with all target audiences and can be used across all channels.  


It’s important to remember that it won’t always be necessary or possible to reproduce the brand narrative in its entirety but it’s designed to tell EIT Food’s story in an impactful and engaging way. 

The core narrative 


Our current food system is a leading cause of some of the biggest challenges the world is facing, from climate change, resource depletion and waste, to malnutrition, disease and obesity.


At EIT Food, we accelerate innovation to build a future-fit food system that produces healthy and sustainable food for all. 


To achieve this, we are leading the world’s largest food innovation community. Through a missions-led approach, we put improving outcomes for people and planet as the starting point for our work. 


Supported by the EU, we invest in projects, organisations and individuals that share our goals for a healthy and sustainable food system. We unlock innovation potential in businesses and universities and create and scale agritech startups to bring new technologies and products to market. And we equip entrepreneurs and professionals with the skills needed to transform the food system and educate and inspire the next generation. 


We create connections right across the food system that stimulate new ideas and invention to drive change: between startups and corporates; between entrepreneurs and investors; between consumers and industry; between research and action; between ideas and reality; between present and future.


Our innovation projects are delivered with a combination of industry, education and research partners to improve environmental and health outcomes, by developing solutions that align with our three missions: Healthier Lives Through Food, A Net Zero Food System, and Reducing Risk for a Fair and Resilient Food System.


We believe inclusive systems innovation, which enables all people and places to participate and benefit, is essential to a strong food system that is better for everyone. With teams on the ground across Europe, we strive to bridge the gap between countries and regions with low innovation capacity and those leading the way. And we put consumers at the heart of our work, helping build trust by reconnecting them to the origins of their food, directly involving them in the innovation process, and working with the food sector to increase transparency. 


Collaboration is central to all our work, which spans the whole food value chain, and is vital to meet the big challenges we face. Together with our community, we will build an innovative and resilient food system that in turn creates a healthier society and planet.

When communicating the brand positioning, narrative and key messages alongside visuals, images or assets, it’s important to also remember EIT Food’s brand guidelines. Read this Comms Hub article to find out more about the guidelines. 


If you have any questions about the brand positioning, key messages or brand narrative, please contact [email protected].  


This article was last reviewed in January 2024.

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