Country Alliance Sneak Peek
October 25
In 2025, our Country Alliances have been examining data on food consumption trends. They have also conducted further research on their food culture dimensions to identify specific food culture codes that can unlock and connect nutrition-environment-and ethics. This latter research has drawn on semiotics and ethnography.
The Alliances (with their members) have drawn on these types of evidence to craft their vision statements. These statements reflect what they would like to see Society ‘prefer’ or ‘want’ or ‘desire’.
Kenya
A society that moves beyond food as a status symbol, relegating greens, beans, whole grains, to aspire to processed, foreign, packaged foods and dining experiences. Or worse yet, heritage food as simply a collection of nutrients, that only the wealthy can afford. Instead, this is a Society that cherishes food as functional heritage — a way of living that nourishes body and culture alike, deeply connected to the land, people, and traditions from which it comes.
Food Culture code : aspirational authorship, where food is a living autobiography of roots, memory, and becoming.
Indonesia
A society where rasa — the essence of taste — is understood as a rich, multisensory and emotional experience that connects memory, place, and pleasure.
Where the narrow, repetitive meal template centred on a few protein, rice, and vegetable options becomes a template that embraces diverse, locally sourced ingredients across the Archipelago and seeks a balanced composition of a meal.
Food Culture code: creative fusion – the Indonesian talent for adapting and blending new ideas with familiar tastes.
India
A society that moves beyond seeing nutritious foods as elite or inaccessible, and instead celebrates the local, familiar, everyday foods. It is a society where discernment about nourishment — as health, safety & environment— becomes a shared capacity of the family. And where everyday home-cooked meals reflect taste, nourishment, and belonging.
Food Culture code: participation – the role the homemaker and the family in full meal experience (from sourcing to clean up). Where the act of cooking and eating becomes a shared rhythm of care, learning, and belonging.
Watch this space, where we will share more how each country alliance is using the NIBS framework to design a food culture strategy (including a full set of food culture interventions) to achieve this new vision.
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