The TAČR Project Workshop Connected Retailers with Generation Z Through a Synergistic Framework of Innovative Approaches to Reducing Food Waste

On Wednesday, 12 November 2025, the Faculty of International Relations at the Prague University of Economics and Business hosted a specialized workshop titled “The Impact of Retail Communication Activities on Reducing Food Waste among Generation Z.” The event was organized by the team from the Department of International Business—Veronika Mokrejšová, Alena Filipová, Tomáš Sadílek, and Jiří Zeman—as part of the TAČR project Support for Changing Behavioural Patterns of Generation Z and the Design of Interventions to Prevent Food Waste, Including Impact Evaluation (TQ01000183).

The workshop welcomed representatives from five of the ten major retail chains (Albert, Billa, Penny Market, Rohlík, Tesco), the Director for Trade from the Czech Confederation of Commerce and Tourism, as well as key stakeholders involved in national food-waste reduction initiatives, including the Ministry of Agriculture of the Czech Republic and the Food Bank. Equally important was the participation of Generation Z representatives—individuals born between 1995 and 2010—who form the primary target group of the project.

The workshop began with presentations of the project’s current results delivered by contributing sub-teams (Mendelu as the project lead, Zachraň jídlo, and Inesan). Findings from both quantitative and qualitative research provided attendees with an in-depth insight into food-waste behaviour among young consumers.

This was followed by a student competition, where teams proposed communication campaigns aimed at reducing food waste among Generation Z—both in-store and on social media. All participants praised the high quality of the three shortlisted student projects.

The program concluded with a discussion session in smaller groups, during which retailers had the opportunity to ask Generation Z participants targeted questions about the effectiveness of communication strategies directed at this audience.