Leverage social media, target Gen Z in food innovation: Minister says to CFTRI scientists
The Hindu
Union Minister urges CFTRI scientists to innovate food tech for Gen Z and utilise social media for outreach and impact.
Union Minister of State (Independent Charge) for Science, Technology, and Earth Sciences Jitendra Singh on Friday urged scientists at the CSIR-Central Food Technological Research Institute (CFTRI), Mysuru, to popularise food technologies through social media and to align innovations with the preferences of ‘Gen Z’ consumers.
Addressing the valedictory ceremony of the Institute’s platinum jubilee celebrations as the chief guest, Dr. Singh, who is also the vice-president of the Council of Scientific and Industrial Research (CSIR), lauded CFTRI’s 75 years of pioneering research and its success in transferring hundreds of technologies to entrepreneurs.
Emphasising the need for “youth-centric” innovation, he noted that nearly 60% of India’s population is below 35 years of age. “Giving a modern touch to traditional foods will help reach younger audiences,” he said, citing the example of a nutrition-rich multi-millet bun developed for McDonald’s India.
The Minister praised CFTRI’s work on millets during the International Year of Millets and its focus on nutrition-based recipes. He also said that the institute is working on a technology to enhance the shelf life of a popular cheese product from Punjab, based on his suggestion.
Calling for greater outreach, Dr. Singh, who is also the Minister of State in the Department of Space, advised scientists to create short videos showcasing innovations and recipes. “Reach out to those unaware of your work, not just informed audiences. Use platforms the youth are comfortable with,” he said, stressing that content creation is key to impact.
He suggested establishing a dedicated social media team to promote ready-to-eat and healthy food products, particularly for working women and pregnant women. Advocating digital dissemination, he recommended replacing voluminous publications with accessible formats such as QR code-based content.
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Union Minister urges CFTRI scientists to innovate food tech for Gen Z and utilise social media for outreach and impact.
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