Minister Calls for CFTRI to Connect with Gen Z Through Enhanced Digital Strategies
Union Minister Jitendra Singh has issued a directive to the Central Food Technological Research Institute (CFTRI), urging the premier food research body to significantly ramp up its digital outreach efforts to better engage with Generation Z. The minister emphasized the critical need for modern communication strategies to make food innovation more accessible and appealing to younger demographics.
Praise for CFTRI's Healthy Food Technologies and Shelf-Life Solutions
During his address, Minister Jitendra Singh lauded CFTRI for its groundbreaking work in developing healthy food technologies. He specifically highlighted the institute's success in creating modern solutions that effectively enhance the shelf life of traditional ethnic foods. This includes innovative preservation techniques for millet-based products, which are gaining popularity due to their nutritional benefits and sustainability.
The minister pointed out that these advancements are not only preserving cultural food heritage but also making traditional foods more viable in contemporary markets. By extending shelf life, CFTRI is helping reduce food waste and increase the availability of nutritious options, particularly in rural and urban areas alike.
Strategic Focus on Digital Outreach and Youth Engagement
In his remarks, Minister Singh stressed that technological innovation must be paired with effective communication. He called for CFTRI to leverage digital platforms to:
- Showcase its research and food technologies to a wider, younger audience.
- Educate Gen Z about the benefits of traditional and millet-based foods.
- Foster collaborations with startups and digital influencers in the food sector.
- Develop interactive content, such as videos and social media campaigns, to demystify food science.
This push for digital engagement is seen as a strategic move to ensure that CFTRI's valuable work reaches beyond academic and industry circles, directly impacting consumer choices and public health. The minister's vision aligns with broader national goals of promoting indigenous food systems and leveraging technology for societal benefit.
As CFTRI moves forward, its enhanced digital outreach is expected to play a pivotal role in bridging the gap between food innovation and the next generation of consumers, driving both awareness and adoption of healthier, sustainable food options.
