What we eat

What we eat: Nutrition hub

Belgrade, SerbiaBelgrade, Serbia
Year Founded:
2013
Organization type: 
nonprofit/ngo/citizen sector
Project Stage:
Growth
Budget: 
< $1,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

We want to build a ‘nutrition hub’, gathering Serbian experts in nutrition and public health, working on the creation of series of manuals (for different age groups), educational activities (lectures) and raising awareness media campaigns.

WHAT IF - Inspiration: Write one sentence that describes a way that your project dares to ask, "WHAT IF?"

What if we would all eat healthy?
About Project

Problem: What problem is this project trying to address?

In Serbian society there is a general lack of awareness on the importance of well-balanced diet and proper nutrition, which are important for the overall quality of life and for the prevention of obesity and various disseises. More than half of Serbian population is overweight (54.4%) and 22.1% is obese. Within the population of children ageing 7-15 years, more than 13.5% is obese, which is 5% more as compared to 2006.

Solution: What is the proposed solution? Please be specific!

Educating people in both urban and rural areas about how they can take the best out of the food they eat for the benefit of their health, we trust is essential for a long term impact on level of health and prevention of obesity and cardio-vascular diseases in Serbia. With our actions we aim to inspire them to change their ‘unhealthy habits’ by taking small steps and rethinking their nutrition. Since we are very aware that education is essential for a sustainable impact, out initiative envisages a serious of different action, targeted at different audience. We aim to concentrate a lot of our efforts in the education of children and young mothers, which we identified as long term ‘change-carriers’.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

Since our main target group are children, firstly, we want to provide manuals and videos of educational character. The first step would be creating an interesting manuals where healthy eating habits would be presented. These manuals, in our opinion, should be included in school course notes. We also want to make educational videos and interesting workshops, which would be organized within schools. In long term, we want to leverage children perception on healthy foods through different reward systems, a something in marketing regarded as gamefication. Within this, we want to provide a possibility to make a healthy food choice on each step.

Impact: What is the impact of the work to date? Also describe the projected future impact for the coming years.

Specifically targeted education and well-conceived education actions are probably the best way to start a ‘butterfly effect’, from micro to macro level and assure sustainability for your impact goals. ‘Nutrition hub’ now needs the support to become a go to platform for promotion of quality nutrition and development of public policies in relation to nutrition and healthy lifestyle choices in Serbia. We believe that the impact could potentially be quite significant, even if at first the education and actions would not decrees the number of heart diseases or obesity levels in Serbia, we believe that it is quite realistic to expect that long term effects could certainly affect these levels, especially through actions directed towards younger generations.

Spread Strategies: Moving forward, what are the main strategies for scaling impact?

We believe that the full impact of the initiative and project can be achieved by assuring the stability of the hub in terms of financing options. That is why the hub aims to in future advance collaborations with more communities, local self-government, NGO organisations and individuals to can advance the effect of the proposed actions. The full impact would certainly be reached if the hub becomes somewhat of ‘change carrier’ in terms of constant promotion of quality nutrition, education in the area and also a stable contact point for the research on this topic in Serbia.
Sustainability

Financial Sustainability Plan: What is this solution’s plan to ensure financial sustainability?

We believe that the full impact of the initiative and project can be achieved by assuring the stability of the hub in terms of financing options. That is why the hub aims to in future advance collaborations with more communities, local self-government, NGO organisations and individuals who can advance the effect of the proposed actions.

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?

In Serbia there are very few projects dealing with promotion of quality nutrition and healthy lifestyle. Most of the projects are either very limited in scope (research and data collection) or reach and educate just a limited number of population. Since the topic is becoming more important at the national level there is also a verified interest by some of the major firms in agri-food sector to invest in promoting quality nutrition as a part of their corporate social responsibility. This is why we think a formation of a first ‘nutrition hub’ in Serbia, would be an important driver of change.
Team

Founding Story

‘What we eat’ blog was created on my own initiative with support from friends and family. By starting the blog I aimed to address the ever more popular questions about agro-food industry and nutrition. I thought that the best to do it was in fact a blog where I could easily share my professional knowledge with readers and also interact with them.

Team

Our team for now counts 2 members. Me Jovana Tomić, founder of ‘What we eat’ blog and graduated MSc. Food Technology, with speciality in postharvest and food preservation engineering, and Ksenija Simović, MSc. European Studies with specialty in EU consumer protection and public health policies. We have worked till now on voluntary bases, but hope that in future directing a hub could grow to be a full-time hiring option.
About You
About You
About Your Project
Organization Name
How long has your organization been operating?

Project
Organization Country

Serbia, Belgrade

Country where this project is creating social impact

Serbia, Belgrade

What awards or honors has the project received?
Funding: How is your project financial supported?

Friends and family, Individuals.

Supplemental
Sector

Audience: Who have you identified as your customer/recipient groups and do these groups value your solution for different reasons? How do you engage different customer/recipient groups to deliver your solution?

As we firmly believe that sustainable impact on the population can be achieved only by reaching above all younger generations and also the part of population residing outside the main urban areas, we propose a creation of a platform for promotion and raising awareness about healthy nutrition.

Scaling the solution: How would the prize money and publicity help you to achieve your objectives over the next two years?

Since our main target group are children, firstly, we want to provide manuals and videos of educational character. The first step would be creating an interesting manuals where healthy eating habits would be presented. These manuals, in our opinion, should be included in school course notes. We also want to make educational videos and interesting workshops, which would be organized within schools. In long term, we want to leverage children perception on healthy foods through different reward systems, a something in marketing regarded as gamefication. Within this, we want to provide a possibility to make a healthy food choice on each step.

Experience: Please provide examples of any previous entrepreneurial initiatives you have pioneered

I founded blog www.stajedemo.com, which provides me monthly salary through different commercials on the blog.

Are you are eligible to attend the Accelerator event in Cambridge and subsequent events in London, UK in January, 2015?

yes

Will you require a visa to enter the UK?

yes

Are you are a current Unilever employee?

Comments

Excellent idea. Serbia is in desperate need for these kind of solutions!