JakiZU! promoting food sustainability

Nowadays, food and gastronomy play a very important role in society on an economic, social, touristic and cultural level in all countries of the world, but in a very special way in the Basque Country and specifically in Gipuzkoa.

Gipuzkoa's Sustainable Food Mission envisages that by 2040, Gipuzkoa will have a sustainable, healthy, accessible and competitive food system that maximizes the potential of local production and promotes responsible consumption, projecting the culture and identity of the territory.

The main objective of the JakiZU! Project is to design a digital prototype that promotes responsible consumption and improves the behaviour of the citizens of Gipuzkoa through a participatory process, in order to achieve a socially fairer food chain. This project goes beyond conventional initiatives by merging an interactive digital platform with behavioural change strategies based on behavioural science and gamification.

In addition, the project proposes an innovation strategy to respond to the challenges we face as a society in terms of responsible consumption and purchasing habits, the environment and culture, among others.

CodeSyntax, ACEDE – H-Enea Living Lab and EROSKI are participating and collaborating in this project.

To broaden the impact and replicability of the project, the citizen engagement strategy will be based on a participatory digital platform. This platform will motivate citizens to inform themselves, reflect and encourage a change in their consumption patterns and daily behaviours. With this innovative tactic, we seek to increase the awareness of the citizens of Gipuzkoa about the transition towards sustainable and conscious consumption.

The focus on consumption, where the educational and pedagogical contents to be developed take relevance, will allow participants to visualize, through examples and scenarios, the effects that certain actions have at different levels. A digital participatory tool will be developed to address the challenges of future consumption habits, which will allow the promotion of new initiatives with a high level of consensus and participation. The innovation starts with the development of a digital tool that simulates shopping experiences and provides personalised results based on user choices. This simulation provides instant feedback on the environmental impact of purchasing decisions, as well as proposing specific strategies to improve these behaviours. By integrating this real-time feedback, the platform allows users to directly see the consequences of their actions and make more informed decisions.

Image: Gipuzkoako Foru Aldundia. Elikadura jasangarriaren misioa.