Will toys encourage children to eat sustainably?

As part of the Sustainable Development Goals, The United Nations (UN) has set a goal to reduce global food waste by 50 percent by 2030. To achieve this, and to make our food habits more sustainable than today, change in attitude and behaviour are said to be essential. People will have to eat food that is out of the norm.

Since 2000, the WIN WIN Gothenburg Sustainability Award has been recognising and supporting outstanding sustainability-focused contributions from around the world. The theme for this year was food, with Arash Derambarsh, being presented the accolade after he prompted the French government to pass a law prohibiting French supermarkets and restaurants from discarding unused food.

Following on from this, the group has teamed up with Swedish advertising agency, Forsman & Bodenfors, to develop a set of toys that intend to normalise the consumption of alternative foods.

Each toy represents a different sustainable food from the future. The idea is that this will encourage the new generation to eat foodstuffs that even some adults might reject. 

The toys include an algae ball, a bean and an insect burger.