Food matters - a social and virtual switch to promote sustainable eating

In a year that ‘remote’ and ‘virtual’ became the communication norm, our message to make sustainable eating the preferred choice followed suit.

Our Food Heroes program for kids transformed into a fun, likeable and swipe-able Instagram campaign while the Electrolux Food Foundation hosted a global event online explaining why we should eat more plants, try new things and waste less food.

Since 2016, over 40,000 kids, consumers and professionals have participated in activities aimed at inspiring more sustainable food habits. 

Over a million, lasting Instagram impressions

On Earth Day – April 22 – the Food Heroes Challenge on the Electrolux Instagram account went live – a timely date to launch the digital tool for children to explore how a healthy diet makes for a healthier planet.

At that point, over 30,000 children had already attended Food Heroes workshops. The initiative was launched in October 2018 by the Electrolux Food Foundation, with support from partners AIESEC and WorldChefs.

But as the pandemic led to lockdowns around the world that sent kids home from school, transferring that message online saw the workshops being adapted from the classroom to the small screen featuring comic-strip content. It involved six practical challenges that can be completed at home such as seed planting, creating shopping lists, cooking without waste, and a cupboard check to see how far produce has travelled.

The campaign reached over 1 million people. ​“Instagram is a channel where people come to be inspired and learn new things and food is a popular topic,” says Andrea Ottosson, Electrolux Social Media Manager. 

As workshops were forced to be put on hold and homes turned into schools, this digital toolkit provided inspiration for parents-turned-teachers to educate even more kids about sustainable eating via social media.

“It has been a great way to spark a conversation between parents and kids about the connection between the food that they eat and climate change,” adds Ottosson. 

Consumer power, less meat and 30,000 edible plants

A live 30-minute event, hosted by the Electrolux Food Foundation, for World Food Day on October 16 brought the subject of sustainable eating to the fore – for everyone.

Unable to gather a physical crowd to hear experts discuss the topic, a global audience listened in as a chef, a scientist and social entrepreneur took to the virtual stage.

Top of the agenda was how the environmental problems we are facing today can be traced back to the food we eat. The event covered the true environmental impact of our diet, how consumer power is pushing culinary professionals to think differently and what needs to be done in the quest to minimize food waste. With plant-based food trends growing globally, the message was clear that the power is really on our plate.

“In the last 5 years, 51% of restaurants in the U.S. have added vegetarian dishes to their menu,” said Chris Koetke, Chef & Chairman, Feed the Planet of WorldChefs. "We like to say that chefs have the power of the white jacket, but consumers have the power to push chefs to offer more plant-based alternatives – never underestimate that because chefs listen to consumers."

According to Brent Loken, Global Food Lead Scientist, WWF, if we are looking at ways to make the world a better place, we should consider the choices we make every mealtime. "We're not saying don't eat meat – but we want to overcome one of the myths of plant-based is that it's boring and dull, when it can actually be tasty and nutritious," says Loken.

With 30,000 edible plants to try, the experts concluded that the best way to encourage others to make more sustainable food choices and waste less food is to lead by example.

“Many people are looking for ways they can contribute to a better planet and the choices we make every single mealtime are the simplest way we can make a difference,” says Ingrid Mellstig, Head of Electrolux Food Foundation and event moderator.

Read more on our approach and progress in our Promise Act ethically lead in diversity and respect human rights.