EIT Food is a Knowledge and Innovation Community (KIC) established by the European Institute for Innovation & Technology (EIT), an independent EU body set up in 2008 to drive innovation and entrepreneurship across Europe. EIT Food aims to make the food system more sustainable, healthy and reliable. Their mission is to build an inclusive and innovative community where the consumer is actively involved. This is achieved through the 6 strategic objectives: Overcoming low consumer trust; Creating consumer-valued food for healthier nutrition; Building a consumer-centric connected food system; Enhancing sustainability through circular bio-economy; Educating to engage, innovate and advance; and Catalysing food entrepreneurship and innovation. To provide a holistic view of the food value chain, EIT Food is building a network of diverse partners that includes key industry players, agri-food start-ups, research centres and universities from across Europe, to deliver an innovative and entrepreneurial food sector. Their latest projects include such titles as “Algal Biotechnology 2020 – Techniques and Opportunities for Sustainable Bioeconomy” workshop, “RisingFoodStars” Network, “Friends Reduce Food Waste” pricing solution and ‘SEE & EAT’: Communicating the benefits of visual familiarity as a strategy for introducing healthy foods into children’s diets.