The Ethiopian Sustainable Food Systems and Agroecology Consortium (ESFSAC), in partnership with AFSA, is part of the continent wide campaign known as “My Food Is African”. Beyond its symbolic significance, the campaign served as a catalyst for tangible change, advocating for the intrinsic value of traditional and indigenous foods amidst the detrimental health impacts of ultra processed foods from industrial food systems.
To amplify this crucial message, ESFSAC introduced a Social Media Ambassador campaign. This select group of ambassadors has been tasked with promoting the significance of nutritional and health benefits of indigenous foods to a wider audience. Their mission is to showcase the unique stories of Ethiopian indigenous foods, highlighting not only their cultural importance and nutritional benefits but also their fundamental role in building resilient and sustainable food systems for the future.
The youth group were given a comprehensive two-days training, which provided them with deep insights into the campaign’s goals and equipped them with the knowledge to effectively communicate its core principles.
On October 6, 2025, the campaign commenced with a formal signing ceremony inducting the ambassadors. This event marked their commitment to becoming the leading voices for the “My Food Is African/ My Food Is Ethiopian” movement.
With this passionate youth group now officially on board, the campaign is set to create tangible change. These ambassadors will ignite a digital conversation that reconnects Ethiopians with their culinary heritage. By celebrating the dishes that tell our story, they will inspire a collective appreciation for how traditional, organic foods nourish our bodies, preserve our culture, biodiversity and protect our environment.
Key aspects of the campaign:
- Promoting the consumption of healthy, culturally appropriate foods.
- Advocating for the immense value of traditional and indigenous foods.
- Promoting sustainable food systems.
The Social Media Ambassador Program has successfully built a network of motivated young advocates committed to promoting sustainable food systems in Ethiopia. Initial activities show high enthusiasm, fresh content ideas, and strong community interaction. Ambassadors have begun amplifying messages starting with indigenous foods and youth engagement in agriculture. Their creativity and authenticity is already contributing to stronger online engagement and visibility to ESFSAC’s work.
