BASF Vegetable Seeds

Help a vegetable seed company assess how ‘personalised nutrition’ will affect the way we eat in the future.

The Project

The Project

Is ‘personalised nutrition’ the nutrition of the future?

Under the Nunhems brand, the innovative company BASF Vegetable Seeds offers high-quality seed varieties of ~25 vegetable crops. With more than 2,000 employees, they are present in all areas around the globe. Since it takes many years to develop new vegetable varieties, it is important that they understand the needs of the future market.

With the recent hype around ‘personalised nutrition’, BASF Vegetable Seeds want to understand how ‘personalised nutrition’ could affect the way consumers select and eat their food in the future. And how they, as a vegetable seed company, should respond to this.

As personalised nutrition will be partly based on genetics, this could raise multiple ethical and legal concerns: What will be legal constraints regarding privacy? Do we really want to know we are more susceptibility to certain diseases? How will our consumption behaviour change when our DNA profile proves to be either favourable or unfavourable? Will this lead to a medicalization of our diet? Other questions that come up are: How will this affect the needs and characteristic of food products, and what are relevant food label regulations? Are we willing to pay for personalised nutrition concepts? Will this bring an end to the global epidemic of overweight and obesity?

Research-oriented

In this project, the focus is on “discovering something new”

The Client

The Client

Under the Nunhems brand, BASF offers expert advice and high-quality seed varieties of ~25 vegetable crops. With more than 2,000 employees, we are present in all major vegetable production areas around the globe. We are dedicated to producing market-oriented varieties and seed products. Our breeding programs are able to deliver innovative products which in turn help improve our customers’ business growth and profitability.

Formal Client

This client provides an assignment and perceives the team of students as consultants doing a job for them. The formal client provides guidance and supports the team with feedback, but is not actively involved in project execution.