Using theoretical tools within concept and context development, the participants will identify the key components of the brand concept and the meal context, and translate those components into flavors. The workshop will result in prototype beverages to be served with dinners at the distillery in Isokyrö. Expertise in brand strategy and gastronomy will provide the tools needed to solve the analytical task and inspiring process leaders will work with the teams to stimulate creativity and uninhibited idea generation.  Food Bait project: Umeå University, Turku University and Seinäjoki University of Applied Sciences in cooperation with Kyrö Distillery

Concept Development – how to be relevant in the expectation economy

Ingrid Widing, Senior Strategist at Humbly Communication, Umeå.

Ingrid is presenting brand concept development theory and is contributing with substantial experience of brand strategy development in the process of analysis.

Context Development – the meal in context

Ute Walter, PhD and Head of Umeå University School of Restaurant and Culinary Arts.

Ute brings the expertise in context development, presenting the Five Aspect Meal Model, the tool for context analysis in meal situations.

The brand Kyrö Distillery Company

Co-Founder, Miko Heinilä, Kyrö Distillery Company

The first hour of the workshop is open for everyone. The Workshop, prototyping session: Pre-registration for the workhop is required due to limited capacity: foodsummit@intoseinajoki.fi