Connecting with young people

As part of the Behind Every Bite consumer campaign, Sustain-a-bite is taking its message directly into universities and education centres this autumn. These on-site activities aim to connect with students and the broader education community, raising awareness about the nutritional and environmental benefits of plant-based foods made with minimal processing.

Through interactive stands, engaging materials, and practical activities, we want to make sustainability approachable and tangible. Each centre will host an information point where students can:

• Pick up a free recipe booklet (available in digital format here!) featuring a 5-day plan (Monday to Friday) of easy-to-prepare, healthy, and delicious plant-based dishes.
• Join short conversations with the “Green Bites Team,” trained staff guiding the activities.
• Discover practical tips for reading labels and making informed food choices.
• Learn about the science behind Sustain-a-bite and how food innovation is transforming everyday diets.

Activities are taking place in multiple universities from Spain (Technical University of Madrid and University of Navarra), Switzerland (Bern University of Applied Sciences), Finland (University of Vaasa), Romania (University of Agricultural Sciences and Veterinary Medicine of Bucharest), the UK (University of Reading), and Serbia (University of Novi Sad), along with talks for high school students led by the RISE Research Intitute of Sweden.

These actions, coordinated by Innovarum, are being implemented by local Sustain-a-bite partners, together with entities from our sister project PLANTOMYC, joining forces to bring food innovation to life across Europe.

Why Students Matter

Young people are at the forefront of shaping future food trends. By engaging directly with them, Sustain-a-bite is building not only awareness but also trust in plant-based innovation. Participating universities benefit from increased visibility, added value for their students and staff, and alignment with broader European sustainability initiatives.

Early Impressions from Students

While the programme is running throughout November, early sessions at the Technical University of Madrid (Spain) have already yielded valuable feedback. In an interactive talk and stand organised by the Innovarum team, students from agronomy, biotechnology, and food innovation exchanged their perspectives. Key takeaways so far include:

• Most students follow an omnivorous diet but are curious to learn more about the benefits of plant-based foods to increase their intake.
• Health and sustainability are strong motivators for students to adopt minimally processed, plant-based foods.
• However, cost, appearance, and lack of clear nutritional information remain key barriers when choosing plant-based alternatives to meat and dairy.
• Many were intrigued by Sustain-a-bite’s innovative approach, particularly its efficiency and its capacity to valorise food industry by-products such as apple, carrot, and tomato pomace into novel food ingredients.

These early learnings will be used to adapt and strengthen future activities, ensuring that they truly resonate with the student community.

“By bringing the conversation to universities, Sustain-a-bite is ensuring that the next generation has both the knowledge and the inspiration to make plant-based eating part of their daily lives.”

PLANTOMYC: key collaborator

As a collaboration partner in the Sustain-a-bite campaign, PLANTOMYC is actively contributing to the rollout of the Behind Every Bite info-point events across European universities and education centres. Through on-site stands, guest lectures, and guided visits, PLANTOMYC teams are helping bring science closer to students — showcasing how mycelium-based innovations and sustainable processing techniques are shaping the future of food. By engaging directly with young people, PLANTOMYC aims to spark curiosity about research, encourage informed food choices, and support a new generation of consumers who value health, sustainability, and evidence-based innovation.