This app will enable participation in a huge international community of “trend watchers” and consumers who will be collaborating with AZTI-Tecnalia, a R&D centre specialising in marine and foodstuff research. The app facilitates the identification of innovative food concepts by sharing among all community users, images of products, services, initiatives, campaigns, points of sales, etc. that will fit into one of the nine categories established in the tool: sense, experience, ethic, convenience, design, health, tech, communication and people. This collaboration with citizens will allow AZTI-Tecnalia researchers to discover new trends and opportunities for food innovation that will benefit the creation of new foodstuffs for today and the future. The contributions of this first global community of food observers (“food trend trotters”) and consumers will be processed, studied and posted on the website www.thefoodmirror.com. Through this project the R&D centre will be offering a number of services around three hubs: research relating to consumers and trends; food business intelligence; and sessions on inspiration and creativity. AZTI-Tecnalia is approaching The Food Mirror from a business and social perspective. Firstly, its goal is market research carried out through pioneering technologies for consumer study and participation; secondly, to offer ideas with the potential for being put into practice, and profitable solutions that will help the food and gastronomic sector to make business decisions. The app has been presented within the framework of the Alimentaria 2014 Fair being hosted by Barcelona until Thursday.