At #F4F2022 we interviewed Saskia Nuijten, Director of Communication at EIT Food. She said that the concept of sustainability is not clear to consumers. All the actors in the food system need to make more clear and more transparent for the consumer so they can easily see if they want to buy something sustainable they are actually buying something sustainable. Consumers want more sustainable products and we need to have more innovation in place in the food industry. Consumers would like to be more involved and also have more transparency and knowledge of what's happening in their food products.

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