The aim of the iPOPY project (2007-2010) is to study how increased consumption of organic food may be achieved by implementation of relevant strategies and instruments linked to food serving outlets for young people in some European countries (Denmark, Finland, Italy and Norway).
Two cases from the iPOPY project demonstrate that when communicating with the younger generation organic food messages are competing with other messages also in protected food environments, and the sender and receiver attach different meanings to organic food. Our findings contribute to emphasizing the relevance of holistic approaches (e.g. whole school approach) and experiential activities in introducing organic food to young people
