The “Enhancing Sales Capacity for Agri-food Products in Europe” (ESCAPE) project aims at developing and implementing an innovative blended learning methodology to train food technology students in sales techniques. Most graduates with Master’s degrees in business are highly skilled in sales, but very often lack technical knowledge in food areas. On the other hand, Food Science programmes mostly train their graduates on technical issues, but do not provide training on sales skills. There is therefore a shortage of candidates with this highly prized dual competence. Some multinational food companies
recognize this need and have developed graduate programmes which include training in sales techniques. However, SMEs, which make up the vast majority of EU food companies, are unable to develop and implement these kinds of training programmes. Against this backdrop, the main objective of the ESCAPE project is to develop an innovative training tool for food technology students motivated to work in sales services, in order to cater to the F&D industry needs, i.e. effective international salespersons with skills in food technology. Partners will collaborate to create an e-learning platform in English for use in a flipped classroom mode of instruction. It consists of a blended learning approach that moves lectures, content and activities to an online learning environment
for individual study, followed by face-to-face active learning. The training materials will be complemented with face-to-face collaboration and coaching activities, based on “real-world” needs and problems, during the SIAL2018 food fair. To reach its objectives, the ESCAPE project brings together 6 partners from 3 EU Member States (France, Italy and the Netherlands). The project is coordinated by Association Nationale des Industries Alimentaires (ANIA). ANIA chairs the French National Technology Platform, Food For Life France, commissioned by the European Commission, which serves as a unique meeting place for food