Genevieve Moreau

Ashoka Fellow
Belgium,
Fellow Since 2012

IDÉE

Intelligent Nutrition (IN) améliore notre manière de penser, de produire et de consommer de la nourriture. Grâce à un large réseau d’ambassadeurs, les séminaires d’Intelligent Nutrition engagent des experts de la nutrition, des docteurs, des cuisiniers, des détaillants, des producteurs, des experts médicaux et des consommateurs afin que la chaine alimentaire dans sa totalité contribue à construire une nourriture saine et durable pour notre bien et celui de la planète.

 

IMPACT

En 2 ans, 350 cuisiniers ont adopté les principes d’IN, ce qui correspond à 500 000 repas. 300 médecins et pharmaciens ont été formés et de nombreux partenariats ont été établis avec des acteurs clefs tels que des chaines de restaurant. SIIN possède un réseau de plus de 50 ambassadeurs. Les membres d’IN augmentent leur chiffre d’affaires de 20% en moyenne : un partenariat dans lequel chacun est gagnant car ils promeuvent des produits sains et écologiques. SIIN a lancé un cours de deux ans en septembre 2014 grâce à des plateformes d’e-learning/e-coaching ainsi que des cours à Paris, Bruxelles, Namur etc. 52 parties prenantes se sont déjà inscrites en France, Belgique et Suisse. SIIN a co-créé des nouvelles recettes utilisant les produits d’Intelligent Nutrition en partenariat avec le groupe SEB.

 

QUI EST-ELLE ?

Geneviève Moreau a étudié la médecine à l’Université Libre de Bruxelles Elle devint ensuite médecin généraliste nutritionniste. Passionnée de gymnastique, elle a fondé son premier club à l’âge de 18 ans. Elle est la mère de trois enfants et lutte aujourd’hui pour une nutrition plus intelligente.

 

Citation

This profile was prepared when Genevieve Moreau was elected to the Ashoka Fellowship in 2012.
The New Idea
Because scientific information about food and environmental issues is often complex and lacks a user-friendly interface, Intelligent Nutrition (IN) has created a system based on simple messages about nutrient availability and environmental impact of the food’s production on soil and carbon emissions (proximity and seasonality). IN boils down a 1,500-page reference guide, based on hard science, into a unique, accessible and practical certification system for food chain professionals, doctors, and consumers. Geneviève’s strategy combines trainings, coaching, and a smart incentive and certification system, strengthened by a large and growing network of experts along the food chain to build a new generation of changemakers ranging from health professionals (doctors and pharmacists), chefs (in restaurants and large catering areas such as schools, hospitals, and companies) and food producers (farmers and agro-industrial companies).

Convinced that the only way to bring about fundamental change in the food system is through leveraging a large group of key stakeholders to promote intelligent forms of food that are good for humans and the planet, Geneviève has built a robust network of experts that spans the entire food chain. Geneviève’s model first builds an understanding of what she calls intelligent forms of food. She then connects a broad group of stakeholders ranging from chefs, food producers, nutritionists, medical professionals, food retailers, farmers, and consumers to apply and spread intelligent forms of food—foods that are good for people and the planet. Built off of the IN model and fully recognizing the interdependencies within the food chain, Geneviève pioneers a set of innovative and measurable solutions that empower professional players to improve the food chain.

In addition to IN’s focus on the producers and professionals who influence the food chain inputs, IN also impacts the demand side of the food chain to promote IN-food. Through certification of doctors, restaurants, and even food products, the goal of the label is to inform and educate consumers on good food choices and credible nutrition information. Using a broad range of communication tools, ranging from books, TV shows or online coaching, Geneviève customizes IN principles for a wide range of people, including athletes, senior citizens or pregnant women to raise citizens’ attention and make it as easy as possible for them to improve their nutrition statuses.
The Problem
The Strategy
The Person

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