Leverage social media, target Gen Z in food innovation: Minister says to CFTRI scientists

Union Minister of State (Independent Charge) for Science and Technology Jitendra Singh on Friday urged scientists at the CSIR-Central Food Technological Research Institute (CFTRI), Mysuru, to popularise food technologies through social media and to align innovations with the preferences of ‘Gen Z’ consumers.

Addressing the valedictory ceremony of the Institute’s platinum jubilee celebrations as the chief guest, Dr. Singh, who is also the vice-president of the Council of Scientific and Industrial Research (CSIR), lauded CFTRI’s 75 years of pioneering research and its success in transferring hundreds of technologies to entrepreneurs.

Emphasising the need for “youth-centric” innovation, he noted that nearly 60% of India’s population is below 35 years of age. “Giving a modern touch to traditional foods will help reach younger audiences,” he said, citing the example of a nutrition-rich multi-millet bun developed for McDonald’s India.

The Minister praised CFTRI’s work on millets during the International Year of Millets and its focus on nutrition-based recipes. He also said that the institute is working on a technology to enhance the shelf life of a popular cheese product from Punjab, based on his suggestion.

Calling for greater outreach, Dr. Singh, who is also the Minister of State in the Department of Space, advised scientists to create short videos showcasing innovations and recipes. “Reach out to those unaware of your work, not just informed audiences. Use platforms the youth are comfortable with,” he said, stressing that content creation is key to impact.

He suggested establishing a dedicated social media team to promote ready-to-eat and healthy food products, particularly for working women and pregnant women. Advocating digital dissemination, he recommended replacing voluminous publications with accessible formats such as QR code-based content.

Reaffirming the government’s support, Dr. Singh highlighted the importance of sustaining the start-ups incubated by CFTRI, noting that while launching ventures is relatively easy, ensuring their longevity is challenging.

He also directed CSIR-CFTRI to organise a farmers’ meet in Mysuru to gather feedback and better understand grassroots needs.

Yaduveer Krishnadatta Chamaraja Wadiyar, Mysuru MP, who addressed the gathering virtually, appreciated CFTRI’s contributions and acknowledged the Mysuru royal family’s role in shaping the institute.

CSIR director general N. Kalaiselvi called upon scientists to prioritise emerging fields such as space foods and sports nutrition.

BIRAC managing director Jitendra Kumar and CSIR-CFTRI director Giridhar Parvatham also spoke, with the latter presenting an overview of CFTRI’s achievements.

On the occasion, the Minister released a commemorative postal cover and picture postcard marking the institute’s 75th anniversary, along with four publications — a coffee table book, a photo journey of CFTRI, a compendium of 75 years of R&D achievements, and a collection of traditional millet recipes titled Siridhanya Kalpa. Four memorandums of understanding for technology transfers were signed on the occasion.

Earlier, Dr. Singh performed the bhoomi puja for a new hostel facility on the M.G. Halli campus, inaugurated the BIRAC-BioNEST Incubation Centre, interacted with start-ups, and visited the Centre of Excellence on Millets at the CFTRI main campus.