Better informed decision making in consumers' food choice, breeders' crop design and protein transition

The NWA-route ‘Sustainable production of safe and healthy food’ has set its goal on realizing radical changes in the agricultural food system. These radical changes are described in eight so-called Gamechangers (GCs). In this proposal we have selected three subprojects who are contributing to three different GCs.

Subproject 1:
This project explores the role of strategic, wilful ignorance of sustainability, health, and animal welfare issues by consumers that facilitate (too) high levels of meat consumption. A behavioural intervention is designed with the aim to reduce ignorance of such issues in order to curtail meat consumption, and promote plant-based consumption.

Subproject 2:
Light intercepted by the canopy of a crop dictates the energy available for efficient photosynthesis, however its measurements in the field is challenged by its large temporal and spatial variability. Here we want to test the suitability of low-cost continuous line ceptometers for high-throughput phenotyping.

Subproject 3:
Exploring new protein sources requires multidisciplinary collaboration. P-PRO aims to leverage this effort by taking the lead in constructing a shared ontology (a machine-readable network of concepts and relations). P-PRO will allow researchers, product developers and others to access relevant data in a transparent and efficient way using their terminology.