Through the analysis of two professions – the food designer and the innovation broker in agriculture – Massari describes how innovation in the agri-food sector is evolving in the Mediterranean. Innovation is based on the fact that you have to change you customers, because customers should becomes contributors, not host the audience. The systemic approach is the idea of improving ethics and transparency through transdisciplinary and transnational collaboration and sharing. Food designers are able to engage the whole food value chain to facilitate a bridge between the stakeholders and the community. Innovation brokers in agriculture are the people who are able to create synergies between agriculture entrepreneurs and research and academia, and are able to transfer innovation and research data from universities to rural areas. They create networks of experts, and also create networks between experts and practitioners. This chapter is part of Module 10: New Professional Profiles in a Mediterranean Context.
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