The Biofortification Hub provides support and funding to applicants aiming to undertake innovative research projects in the area of biofortification, the development of crops and foods, with higher levels of nutrients.
As OIRC Coordinators we are delighted to celebrate the OIRC Biofortification Hub and find out more about one of their exciting projects – from the indomitable Hub Co-Lead Professor Cathie Martin at the John Innes Centre. Cathie’s research group have used cutting-edge science and new breeding techniques to enrich tomato with provitamin D₃. biofortifying tomatoes to produce more vitamin D. And that’s exciting – the Sunshine Tomato is a plant-based, sustainable source of the vitamin that may help the high prevalence vitamin D deficiency or inadequate vitamin D status in the UK and globally. But what will consumers think about this? Biofortification Hub has supported the collaboration with University of Swansea and behavioural science and consumer insight partner Twisted Orange to explore how consumers respond to biofortified foods, and focus on the crucial step between scientific innovation and acceptance: understanding what people need to know and value before choosing biofortified foods in everyday life.
In our new OIRC video, Cathie also talks about her joy in collaborating with the other OIRC Hubs and what researchers may want to know about the Biofortification Hub before applying for funding.
