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How can you communicate food technology concepts to non-technical stakeholders?

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As a culinary manager, you may often need to communicate food technology concepts to non-technical stakeholders, such as customers, investors, partners, or media. Food technology is a broad and complex field that covers topics such as food safety, processing, preservation, packaging, nutrition, engineering, and innovation. How can you explain these concepts in a clear, concise, and engaging way without losing the essence or the impact of your message? Here are some tips to help you communicate food technology concepts to non-technical stakeholders.

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Adonis Azcarraga

Executive Pastry Chef @ Lamana Hotel |
Juan Evaristo Casti?eiras Urdánoz

Fundador de X-Gastronomía

1 Know your audience

Before you start communicating, you need to understand who your audience is, what they already know, what they want to know, and what they care about. This will help you tailor your message to their level of knowledge, interest, and motivation. For example, if you are talking to a potential customer, you may want to focus on how your food technology product or service can benefit them, solve their problems, or meet their needs. If you are talking to an investor, you may want to highlight how your food technology innovation can create value, generate revenue, or disrupt the market. If you are talking to a media outlet, you may want to emphasize how your food technology story can attract attention, educate the public, or inspire change.

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Juan Evaristo Casti?eiras Urdánoz

Fundador de X-Gastronomía
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Conoce a tu audiencia: Entiende sus conocimientos, intereses y motivaciones. Simplifica los conceptos: Evita tecnicismos, utiliza ejemplos simples y casos prácticos. Historias impactantes: Utiliza narrativas emotivas que destaquen los beneficios de la tecnología alimentaria. Destaca beneficios tangibles: Cuantifica mejoras en salud, conveniencia, sabor y sostenibilidad. Medios visuales: Emplea imágenes y videos para simplificar conceptos complejos. Participación activa: Organiza eventos o demostraciones para que la audiencia experimente directamente. Y sobre todo comprende al cliente pregúntale. Desde su perspectiva entiende sus pensamientos y lo que desea expresar antes de elaborar un plan.

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2 Simplify the jargon

One of the main challenges of communicating food technology concepts is to avoid using too much technical jargon, acronyms, or terms that your audience may not understand or relate to. Instead, you should try to simplify the language, use analogies, examples, or metaphors, and explain the meaning and relevance of any necessary terms. For example, instead of saying that your food product uses high-pressure processing (HPP) to extend its shelf life, you could say that it uses a technique similar to pasteurization, but without heat, to kill harmful bacteria and keep the food fresh and nutritious for longer. Or instead of saying that your food service uses blockchain technology to ensure traceability and transparency, you could say that it uses a system of digital records that are shared and verified by multiple parties, so that you can see where your food comes from and how it is handled.

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Adonis Azcarraga

Executive Pastry Chef @ Lamana Hotel |
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Begin by explaining the fundamental concepts and terminologies related to food technology. Use simple analogies or real-life examples to illustrate your points. Avoid complex jargon and technical terms. Instead, use everyday language that is easy to understand. Focus on the key aspects that the stakeholders need to know. Help non-technical stakeholders understand the relevance and impact of food technology in practical terms. Explain how it can improve food safety, quality, sustainability, or convenience. Utilize visual aids such as charts, diagrams, or infographics to help convey complex concepts visually. This can make it easier for non-technical stakeholders to grasp the information.

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Juan Evaristo Casti?eiras Urdánoz

Fundador de X-Gastronomía
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Haz que la tecnología alimentaria sea como contar un cuento fácil. Usa palabras simples, evita acrónimos y términos raros. Cambia "procesamiento de alta presión" por "truco para que la comida dure más." Explica sin enredos, con historias y dibujos simples. Muestra beneficios prácticos, como alimentos más seguros. Sé directo, invita a participar y enfócate en lo esencial. Así, tu mensaje será fácil de entender para todos.

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3 Use visuals and stories

Another effective way to communicate food technology concepts is to use visuals and stories to illustrate your points, capture your audience's attention, and appeal to their emotions. Visuals can include images, graphs, charts, diagrams, videos, or demonstrations that can show how your food technology works, what it does, or why it matters. Stories can include anecdotes, testimonials, case studies, or scenarios that can show how your food technology affects real people, situations, or outcomes. For example, you could use a video to show how your food technology device can detect allergens in food samples, or a testimonial to show how your food technology platform can connect farmers and consumers directly.

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Juan Evaristo Casti?eiras Urdánoz

Fundador de X-Gastronomía
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Comunicar tecnología alimentaria de forma efectiva implica emplear elementos visuales como imágenes y videos, así como historias cautivadoras. Utilizamos demostraciones visuales para mostrar cómo nuestra tecnología detecta alérgenos en alimentos y contamos historias reales, como testimonios y estudios de casos, para ilustrar cómo impactamos en la vida de agricultores y consumidores. Esta combinación visual y narrativa capta la atención, apela a las emociones y da vida a la tecnología alimentaria.

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4 Invite feedback and questions

Finally, you should always invite feedback and questions from your audience, as this can help you gauge their understanding, interest, and satisfaction with your communication. Feedback and questions can also help you clarify any doubts, address any concerns, or provide more information that your audience may need or want. You should encourage your audience to ask questions, express their opinions, or share their experiences, and you should respond to them in a respectful, honest, and friendly manner. You should also thank your audience for their attention, participation, and feedback, and provide them with ways to contact you or learn more about your food technology.

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Juan Evaristo Casti?eiras Urdánoz

Fundador de X-Gastronomía
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Concluyendo, es esencial animar a la audiencia a compartir comentarios y preguntas, permitiendo evaluar su comprensión y despertar su interés. Además de aclarar dudas, esta interacción brinda la oportunidad de ofrecer información adicional según las necesidades del público. Incentivar comentarios, opiniones y experiencias crea un diálogo enriquecedor. Al responder con cortesía y transparencia, se fortalece la conexión. Agradecer la participación y ofrecer vías para más información refuerza el compromiso. En el mundo de la tecnología alimentaria, la interacción continua es clave para entender y mejorar juntos.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Colin Flood

Now is The Time To Emancipate Yourselves People, Take Back Control Of Your Lives! Peace Floodie
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You can’t, it’s just about the money ?? ?? ?? to them! Oh, & keeping the Prolls(Us!) in their place! Time to Emancipate yourselves People, no more slavery! ;-) Peace Floodie

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Juan Evaristo Casti?eiras Urdánoz

Fundador de X-Gastronomía
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Enriquecer la interacción con la audiencia puede incluir la creación de espacios virtuales, como foros o redes sociales, donde la comunidad pueda compartir experiencias y preguntas de manera continua. Además, la realización de eventos en vivo, webinars o sesiones de preguntas y respuestas puede proporcionar una plataforma dinámica para profundizar en temas específicos. Incorporar encuestas breves también sería beneficioso para entender las preferencias y expectativas del público, adaptando así la comunicación de manera más precisa. En resumen, la apertura a diversas formas de interacción continuará fortaleciendo la conexión y la comprensión mutua en el ámbito de la tecnología alimentaria.

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How can you communicate food technology concepts to non-technical stakeholders?

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2

3

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5

1 Know your audience

2 Simplify the jargon

3 Use visuals and stories

4 Invite feedback and questions

5 Here’s what else to consider

Culinary Management

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How can you communicate food technology concepts to non-technical stakeholders?

1

2

3

4

5

1 Know your audience

2 Simplify the jargon

3 Use visuals and stories

4 Invite feedback and questions

5 Here’s what else to consider

Culinary Management

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