Media

Behind Every Bite – Celebrating World Food Day, 16.10.2025

2025-10-16

On the occasion of World Food Day, celebrated annually on October 16, the European project Sustain-a-bite, funded by the EU, is launching its first consumer campaign — “Behind Every Bite” — across Europe. This initiative encourages citizens to rethink their food choices, showing that healthy, affordable, and sustainable eating can also be delicious.

In a context where food systems are under pressure to deliver better nutrition while reducing environmental footprints, Sustain-a-bite proposes an innovative approach. By applying natural processes such as fermentation and seed bioactivation, the project develops plant-based foods that can use over 50% less water and 30% less energy than conventional processing methods, while maintaining prices accessible for families — estimated to be up to 25% cheaper than meat or dairy equivalents.

“Smart processing is the hidden ingredient. With Sustain-a-bite, natural methods like fermentation and seed bioactivation turn everyday foods into healthy, accessible, and sustainable choices – demonstrating that every bite can help build a better future,” said Nesli Sözer, project coordinator and research professor at VTT Technical Research Centre of Finland.

A campaign dedicated to citizens

During October and November 2025, the Behind Every Bite campaign will bridge science and everyday life through digital and local activities:

  • A recipe book and chef videos: demonstrations on how to cook tasty, everyday plant-based meals.
  • #BehindEveryBite on social media: influencers and contests bringing the message to young audiences.
  • Interactive booths in supermarkets and universities, run by the “Green Bites Team,” offering practical advice on food choice, reading labels, and sustainable cooking.

A European effort: About Sustain-a-bite

Sustain-a-bite (2024–2028) is an EU-funded project under Horizon Europe, developing minimally processed plant-based foods from whole grains and valorized secondary streams. The prototypes are rich in proteins, fibres, vitamins, and essential nutrients — with fewer additives and a reduced environmental impact.

The project contributes directly to the “Farm to Fork” Strategy within the European Green Deal. It brings together 19 partners from 13 countries, including universities, research centers, start-ups, and major companies along the food value chain. The partners are: VTT Technical Research Centre (Finland – coordinator), University College Cork (Ireland), Wageningen University (Netherlands), IBA Bucharest (Romania), University of Milan (Italy), Innovarum (Spain), University of Vaasa (Finland), Teagasc (Ireland), Technical University of Denmark (Denmark), IZTECH (Turkey), University of Oxford (UK), Faculty of Sciences, University of Porto (Portugal), MOA Foodtech (Spain), EIT-Food North & East (Poland), Roquette (France), Viking Malt (Finland), Tymbark (Poland) – MASPEX (affiliated entity), BezMięsny (Poland), and Bern University of Applied Sciences (Switzerland).

More information about the Sustain-a-bite project and how to get involved in the #BehindEveryBite campaign can be found on the project’s website and social media:

This project has received funding from the Horizon Europe research and innovation program of the European Union under Grant Agreement No. 101180399, as well as from the Swiss State Secretariat for Education, Research and Innovation (SERI) under the Swiss funding guarantee to Horizon Europe. Funded by the European Union. The opinions and content presented are those of the authors only and do not necessarily reflect the views of the European Union or the Research Executive Agency (REA). Neither the European Union nor the funding authority can be held liable for them.

Contacts for project inquiries: