The core idea of this research and development project is to clarify the possible development paths of food consumption and issues closely related to it. The project studies and anticipates the consumption structure and related factors, such as use of leisure time, lifestyles and values that are to be expected during the next 25 years. The time perspective is relatively long but for a project that foresees changes, it is an appropriate length. The project also involves educational cooperation with Finnish food companies. The aim of the project is to aid in realizing the food industry’s quality strategy as well as influence competitiveness and the recognition of high-quality export products.
This project is closely related to a project called BRIGADE, funded by the Academy of Finland, the goal of which is to study how consumers value the ethicalness of different products. The primary sponsor of the MIRHAMI project is the Ministry of Agriculture and Forestry, and the project is realized by Finland Futures Research Centre in collaboration with Agrifood Research Finland (MTT, National Consumer Research Centre (KTK) and Finpro. The leader of the project is professor Markku Wilenius. The corporate partners represent different levels of the food industry: Raisio Corporation from food processing industry, Saarioinen from convenience foods, Fazer from the bakery and catering industry and the S-group as a representative of the trade industry. More corporate partners will be included in the project later on, the goal being 10-15 corporate partners in total. The project lasts three years and the funding for the first year is approximately 110 000 euros.
More information:
Education Manager Leena Jokinen
Finland Futures Research Centre, Turku
Project Manager Markus Vinnari
Finland Futures Research Centre, Tampere
Professor Markku Wilenius
Finland Futures Research Centre, Helsinki