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Design Methods in Food research group

Drawing with text What u design = How u design
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  3. Design Methods in Food research group

The Design Methods in Food research group focusses on research into design methods that ensure that more food innovations successfully reach the market. The percentage of successful innovations is currently too low. The focus is on useful food innovations that encourage consumers towards healthy, sustainable food. The research group uses as many new technologies and new ingredients as possible, such as 3D food printing and plant-based waste flows.


The objectives of the research group are as follows:

  • To carry out in-depth research into various existing innovation methods in the agrifood sector and the link with the chance of success in the market
  • To carry out research into whether the new ‘design-driven innovation’ method has the potential to increase and further develop the chance of success in the market
  • To positively encourage people’s behaviour using ‘useful’ innovations, utilising existing knowledge in the Netherlands about nudging and tempting
  • To work on innovative projects regarding old versus new methods to establish meaningful innovations for consumers, with a focus on health, sustainability or social aspects, where new technologies and/or ingredients come together

Expertise network

As well as Professor Antien Zuidberg, the Research group also has an expertise network to which lecturers and teaching researchers/designers from the Food Innovation, Food Technology and International Food & Agribusiness and Animal Husbandry study programmes provide an active contribution. The new Chair also works in close collaboration with other centres such as AgriFood Marketing, Food and Health, Green Health, Future Food Systems and potentially also with the new Research group in Sustainable Production.

Lector Design methoden in Food

Antien Zuidberg

Lector Design methoden in Food


T: +3188 8903885

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