PROMEDLIFE - PROmotion of MEDiterranean LIFEstyle and healthy diet

Historically, the MD has been considered a landmark in healthy nutrition with a perfect balance between energy and bioactive intake13. Improving the wellbeing of the population and extending the life lived in good health, reducing avoidable/premature mortality and inequity, and putting the person at the centre of a more effective, safe, sustainable and fair social security system is imperative. Indeed, targeted, culturally relevant nutrition education may alleviate, mitigate, or even prevent disease and promote the use of dietary patterns affecting food-associated health consequences in at-risk populations such as the MD. However, given the failure of dietary advice and lifestyle change to stem the epidemic of obesity at the population level over the last 50 years and indeed the poor success rates (about 15%) for life choice in treating obesity at the personal or individual level, alternative strategies are needed to reduce dietary imbalance at the population level. In PROMEDLIFE, we identified opportunities for improving the adherence to the MD, incorporating a tailored design beyond the state-of-the-art allowing the rapid transference of innovations to industry and local policy bodies. The PROMEDLIFE approach employs food nutritional quality to help drive consumer awareness, perceptions and the use of food high in nutrients while recognizing foods, the consumption of which should be limited. The educational activities will be tailored to the specific characteristics of each participating country. These practical actions will target the entire ‘family system’ deeply entrenched in the Mediterranean area and essential for the welfare function.

The project will develop a shared understanding of problems and information, focusing on the socio-economic barriers preventing and factors facilitating adherence to the MD and the drivers that direct dietary habits. It will also introduce new Mediterranean ingredient- based snacks attractive to young (6-19 yrs.) and older consumers (families, caregivers). Particular attention will be paid to actions targeted to increase consumer awareness of a healthy diet. The trend of adherence to the MD will be monitored during the project. PROMEDLIFE wants to promote activities and strategies for sustainable development, highlighting the role of science, education and innovation. Further, it creates conditions for the sustainable development of cross- border terroirs, varieties and agricultural practices, and adaptation to climate change. It will also influence local communities of farmers and food producers, increasing their income and, in particular, female cooperatives, leading with the production of argan oil, Amlou or saffron, essential for improving their position, sustainability and economic profitability. By promoting sustainable development of biodiversity and by standardization and industrial production of Amlou, PROMEDLIFE will enlarge its commercialization from a local to a European market, increasing the income of the local population and exploiting the local biodiversity as an element of cultural identity.

PROMEDLIFE addresses the negative consequences of human health from consuming low-quality meals (fast-/junk- food) using a holistic approach based on the valorisation of traditional Mediterranean crops/varieties/recipes/products with a strong cultural connection to specific Northern and Southern areas. Although challenging but possible, PROMEDLIFE will change the snacking habits and create a dietary shift towards a Mediterranean lifestyle by offering healthy and bioactive-enriched food products. The project will also promote the sustainability of high- quality food along the food value chain due to cooperation between ROs and businesses. In addition, it will promote innovative, short supply chains, i.e., the possibility of supplying raw materials from local areas and products with recognized traceability. Further, it will create conditions for the sustainable development of the cross-border territory, varieties, agricultural practices, and adaptation to climate change.