About
What is KURU?
Kuru is a joint project of the University of Turku, the University of Vaasa, and Seinäjoki University of Applied Sciences. Its aim is to promote sustainable, tasty, and healthy food, while creating new consumer segments for it. The project is coordinated by the Nutrition and Food Research Center (NuFo) at the University of Turku.
The core mission of Kuru is to build a new, more sustainable and healthier food culture by using science-based methods to address challenges in the food system. Kuru’s work is grounded in interviews, close collaboration with stakeholders, and the testing and integration of a health-sustainable food model.
Kuru seeks to activate mechanisms of psychological ownership among consumer-citizens, particularly in relation to taste experiences and concrete food choices.
The project consists of five work packages:
Work Package 1 includes the typical tasks related to project coordination, aimed at ensuring the smooth progress of the project and taking care of practical matters. Work Package 1 includes the communication plan, the compilation of advisory materials, and the organization of project-related events.
Work Package 2 investigates the health sustainability of the Finnish diet and studies what kinds of consumer segments exist in the domestic food markets. Work Package 2 defines the concept of healthy and sustainable food and develops a calculation model for categorizing foods.
Work Package 3 aims to establish new food cultural beliefs in South Ostrobothnia, where the experience of taste and health sustainability are combined. Work Package 3 is carried out through interventions conducted both online and in restaurant environments.
Work Package 4 tests the health-sustainable action model developed in the project in everyday life settings. Work Package 4 is implemented by organizing interventions in everyday choice situations, so that the potential impact of the interventions can be assessed. The work package also explores the concept of psychological ownership in relation to shaping taste experiences.
Work Package 5 applies the knowledge produced in Work Packages 2–4 to concrete tools and operational models that shape food culture. Work Package 5 consists of both focus group interviews and stakeholder workshops. In addition, the work package pilot-tests the operational models produced in WP 2–4 together with food service providers.
Work Package 6 covers the project’s communication activities and aims to ensure societal interaction, disseminate the project’s results, and enable their broader adoption.
The project has been funded by:
- The City of Seinäjoki
- The City of Kurikka
- Atria
- Juustoportti
- The City of Alavus
- Pirjon Pakari
- The Regional Council of South Osthrobotnia
