For over 30 years already, Alimentarium, the world’s first-ever food-themed museum has been sharing a global and independent view on the many aspects of the human diet. Its mission is to enable everyone to understand the role of food in order to make conscious choices. Since 2013, Alimentarium has been developing its digital outreach with a range of different content such as an online collection, articles, video explainers, educational programs and games.
Alimentarium has a lot of digital content accessible by any audiences. However, they were looking to make the audiences engage with the content instead so as to become a space for participation and collaboration. From a simple learning platform, they wanted to build a community.
In September 2019, I started working with the Alimentarium on a digital project focusing on user generated content. The Food we love to hate (https://thefoodwelovetohate.org/) was a mini-site welcoming contributions from the public following the question: « Which food do you hate? ». The users could then interact with the content. The contributions, once collected, were used by the curators to develop the museum’s exhibition on disgust and were shown in the gallery.
After this project, I became more involved in other aspects of Alimentarium’s digital endeavours. I helped define the overall digital strategy, managed social media, develop new digital content. I also assisted the team in charge of change management leading the Alimentarium collaborators towards agile work. Finally, I leaded the modifications of the IT ecosystem which I am still involved with to this day. This project objectives are:
- reach and interest audiences who have not heard of the Alimentarium before or who have not been to visit the Alimentarium museum (and in many instances will most likely never go there) to its digital activities (engaging new audiences);
- truly engage with its audiences, and where people can interact with each other, and go beyond merely being a platform for sending information (co-creating value)
- strengthen the relationship between the physical and the digital activities (bridge the gap)
- Reduce the working capital intensity
« From the start, Maxime showed dedication to the mission and commitment to the journey ahead. Maxime worked with us through a difficult time during which we had to manage the closure of the museum due to the Covid-19 crisis. He took great part in managing the situation, with reactivity and positivism. Thanks to him, our strategy now suits our need and our digital content is more spontaneous. More people within our team take now part in creating it. Maxime has always been a great support and full of ideas. It has been a pleasure to work with him »
Ursula Zeller, Director, Alimentarium.