Get to know the Finalists in the Food Open Data Challenge: Vitalfootprint
In the final of our series of Q&A blogs - learn more about Vitalfootprint, a finalist in the Food Open Data Challenge chosen to win £5000 and a package of incubation support.
What is your product?
Vitalfootprint connects food outlets with consumers who are conscious about what they eat, providing a tool to enable better personalised food choices; responsible marketing and public health campaigns.
Who is on your team?
Vitalfootprint is an idea conceived by Yinka who is a trained Pharmacist, an advisor to the NHS, and health technology specialist. Having worked on the front line in healthcare for 20 years, her vision for the last 15 years has been to make it easier for people to eat better, by removing the barriers. Yinka is joined by a team of highly talented and equally curious professionals who have a passion for food and what to make a difference. Sav Balac, is our lead developer, Tim Lewis is our Marketing lead, Chinmay Mehta is our Technical Advisor, and we are fortunate to benefit from the knowledge and input of 3 nutritionists, a food safety expert and two food & beverage sector specialists who have a history of being able to successfully sell into this sector.
How did you come up with the idea, when and what was the light bulb moment?
For the last 15 years or so, it has always struck me just how hard it is for many people to stay healthy and take the right healthy actions. Not because they don't know what to do, but because there are too many barriers to making the right choices, such as information overload, conflicting messages; not able to personalise the information to make it relevant. So it was my mission to turn this on its head for the eating out experience. The idea started with a focus on 'lunch' initially, but has very rapidly expanded to all eating away from home experiences.
The premise of the idea is to:
- push information so that the user does not have to search
- navigate to actual foods, and;
- focus on non-pre packed foods
What open data are you using and how does it form an essential part of your proposition?
- Composition of Foods by the Royal Society of Chemistry to power automatic nutritional calculation of client [food service vendors] recipes
- Food Hygiene Ratings (London) from the Food Standards Agency to provide a choice parameter for consumers deciding between food items to eat presented to them through our eatjoy app
- Eating biodiversity Data by ESRC to provide a choice parameter for consumers deciding between food items to eat presented to them through the eatjoy app
How will your project help help people eat more healthily, eat more sustainably and/or have a more secure food chain?
Photo Credit: Mark Williams at www.markwilliamsphotography.com