MEDDIETMENUS4CAMPUS - Promoting stakeholder adherence to Mediterranean Diet on Campus through menu interventions and social marketing strategies

Food service comprises the production of meals consumed outside the home, including consumers from all age groups and in different sectors. This service sector has evolved through the years, providing an increasing number of meals, which have been drifting away from the Mediterranean Food Pattern. Food service is an important setting for public health interventions, educating consumers and modulating behaviours through the meals provided. Prior research on eating habits has mainly focused on a single stakeholder - typically consumers - and on a narrow set of outcome variables. Although these studies provide important clues about the determinants of adherence to food offer, research has yet to address this issue using an integrative approach of multiple stakeholders (e.g., the consumers, food providers, and decisors) across a set of different variables. Also, intervention initiatives, usually act only on the environment without strategies that efficiently engage all the stakeholders involved. In contrast, to promote behavioral change this research will focus on Social Marketing as it has been acknowledged as an effective strategy to enhance the health and well-being of consumers.

MedDietMenus4Campus (MDM4C brings together a team made up of experts in several areas, such as public health, nutrition, food services, food technology, psychology and marketing to potentiate the collaborative work and efficiency of the intervention. Prior research on eating habits has mainly focused on a single stakeholder - typically consumers - and on a narrow set of outcome variables. Although these studies provide important clues about the determinants of adherence to food offer, research has yet to address this issue using an integrative approach of multiple stakeholders (e.g., the consumers, food providers, and decisors) across a set of different variables. Also, intervention initiatives, usually act only on the environment without strategies that efficiently engage all the stakeholders involved. In contrast, to promote behavioral change this research will focus on Social Marketing as it has been acknowledged as an effective strategy to enhance the health and well-being of consumers. Establishing and managing long-term partnerships that include different groups of stakeholders - consumers, government, retailers, and other players - are key elements in the application of mid and upstream social marketing to complex issues.

We expect to create a reference in terms of food offer that will be demanded by the next generations and the standpoint to inspire other food service settings achieving an effective and sustainable food offer change and positively influence food service consumers’ food pattern, while addressing the Sustainable Development Goals (3 - good health, 12 - responsible consumption and production and 17 - partnerships for the goals).