Engaging stakeholders in traditional food products through dissemination of knowledge and innovation based in digital platforms

Abstract

The agrofood sector has a great sectorial and business dispersion, constituting, in parallel, a relevant space of the European and national economy. In addition to the economic and social impact, the growth of the sector is also an opportunity for the development of rural areas and agriculture, particularly in view of Europe's shortages in food raw materials. The need for continuous improvement, and market developments of this sector, require that innovation processes occur. This process has been facilitated by the development of information and communication technologies, and by the emergence of social networks that facilitate knowledge sharing. The NEWFOOD - Food Technologies Valorization Project is framed in the field of Knowledge and Technology Transfer and is oriented towards innovation in traditional food products. One of its objectives is to actively disseminate knowledge, skills and resources to the entities involved including stakeholders from the relevant economic sectors. This paper aims to identify and describe the role of social networks and other digital platforms used to meet this goal and the impact achieved. Following a single exploratory case study, the methodological procedures included a design of the digital communication plan, structure, and contents, and the assessment of its impact. Several digital content were developed and distributed to bring innovators and researchers to promote innovations in traditional food products and to raise sector stakeholder’s awareness about potential of exploitation. Social media support tools associated with the project (Instagram, Facebook, Twitter, Youtube), and the platforms (Knowledge Portfolio, innovation platform) reaching some 6000 followers/shareholders like students, entrepreneurs and other professionals in the sector. Our results supported by the dissemination materials developed and by the social networks used contributed to promote technological innovation and for the generation of new ideas for products and services in this sector, and the alignment between stakeholders.