Justyna Maxelon's Story
Justyna graduated with a MSc in Food Business and is currently working with Bord Bia, Irish Food Board, as their Trade Marketing Specialist in the German and Austrian markets. Justyna is raising Ireland’s green and sustainable food reputation overseas and the OriginGreen (http://www.origingreen.ie/) initiative is a part of this.
"I knew that I wanted to shape a better food culture from within the food industry itself. I chose to move to Ireland for my Masters because the MSc in Food Business gave me the necessary understanding of each link in the food supply chain."
Justyna Maxelon moved from Germany to complete the UCC MSc in Food Business. The interdisciplinary nature of the course, crossing science and business, was a major attraction to Justyna. Food solutions that are sustainable, ethical and health-promoting are vital to this Masters and another aspect that attracted. Justyna. Justyna’s Masters thesis explored the potential of edible insects as a new superfood and she produced go-to-market strategy for insects as the new sustainable protein source.
As part of her Masters Justyna was a marketing intern for innocent drinks. Justyna added value to the team by possessing the communication skills to share somewhat heavy topics in a light-hearted and motivating way.
"Learning how to make consumers want to be part of this positive movement out of joy rather than out of guilt, was an invaluable learning-curve for me and I am sure to build on this knowledge throughout the rest of my career."
This internship led to a consulting role within the same company. In that role Justyna was a link between departments, external agencies and consumers, which was real-life work reflecting the interdisciplinary nature of the Masters.
"I found this holistic understanding really representative for the food industry because in the real world, these areas have to be connected in order to create a successful food product."
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