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10 December, 2019 - 19:00 By Kate Sweeney

Cambridge comms agency to steer University-led food innovation venture

Cambridge-based cofinitive has won a major contract to be the communications partner for a globally significant food project from the EIT Food Knowledge Innovation Community. It is led  by The University of Cambridge, one of the EIT Food core partners. 

With the combined pressures of climate change and population growth affecting our food supply, experts estimate that we need to be producing more food than ever over the next 35 years. 

As well as taking an in-depth look at how the world population will feed itself in the fast-approaching future, the project will also tackle and identify innovative solutions for the many, emerging problems in our food supply chain surrounding sugar, cocoa, seafood, fruit and vegetables, bread and bakery, dairy, and meat.

As part of the project, cofinitive has created a replicable and cohesive brand identity, MAKEit, that can be deployed across Europe, leveraging the existing EITFood brand. 

MAKEit will host a series of MAKEathons, which will be running across Europe, trialled in 2019 ready for full deployment in 2020. The pilot event, MAKEitSUGAR, was trialled at MakeSpace Cambridge this summer, hosted by Cambridge University’s Institute for Manufacturing. 

Autumn has seen MAKEitCOCOA in Switzerland, and two iterations of MAKEitMEAT in Switzerland and Finland. The project will include a series of other MAKEathons covering Iceland, Finland, Germany, Poland, Spain, Switzerland, Belgium and the UK. 

Shima Barakat, EIT Food project leader, said: “We chose cofinitive not just because of their strategic view of delivering the brand and the tools but also because of how they are able to engage with the partners across Europe. 

“They understand this space and the complexities of working on a trans-European project. We are delighted they have joined us as part of the team.”
Faye Holland, founder and director of cofinitive, added: “This is an incredibly exciting opportunity for cofinitive, which ties in perfectly with our other AgriTech, food and policy work. 

“It leverages our existing international connections, and we are absolutely delighted to be part of the team for such a significant, trans-European programme.” 

cofinitive will work closely with the project team and partner organisations throughout the duration of the project to make sure that what has been designed works for partner teams and, most importantly, gains momentum across Europe as we come up with solutions to improve the supply chains necessary to feed the world. 

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