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"Design is a tool to bring new ideas to the market. We have many good ideas in Europe, but if we are not capable of bringing them to the market, they will have no impact at all. Moreover, today it’s not really about products anymore. It’s about solutions that address users’ needs. This is design: integrating the users’ needs from the start of the process."

Mark Nicklas, Deputy Head of Unit, Innovation Policy for Growth – European Commission
Highlights from Design-driven innovation in the food industry at EXPO Milano 2015, Design for Europe, 17 July 2015.