Wageningen University and Research has a vacancy for a post-doctoral researcher (starters job) for a project that is part of a large Wageningen University funded program. The overall objective of the project is to develop a Biobased Wheel which represents a consumer-supported image of ‘responsible’ food which is produced according to key principles of the biobased, circular and low carbon economy and society. The Biobased Wheel will take the form of an App that will be co-constructed by citizen-consumers and that can be used by consumer to adapt their lifestyles to the key principles of the biobased economy. The project is a collaboration of Business Economics (BEC) and Environmental Policy (ENP) and involves partners from other social sciences and food sciences groups.
The Food App of the Future builds upon traditional approaches to consumer behaviour (the so-called ‘schijf van vijf’) while adapting the content and format to the (ICT-informed) Biobased society of the future. By taking a practice-based approach to the Biobased Wheel, consumers are actively engaged in food-innovation and not just approached as passive end-users who just have to accept already developed technologies. Consumers become the co-creators of biobased developments. By engaging in new practices of cooking (f. e. 3D printing of food; introducing innovative recipes and diets), buying and storing (f. e. in the context of local/short supply chains; or by buying non-packaged foodstuff; or by engaging in circular processes at the global level using new traceability systems), and waste-processing (composting at home, etc.) of food, consumers familiarize themselves with the basic