Women leading the way in food: Josune’s role as founding member of EIT Food Education's WE Lead Food programme
Maria-Jesús Latasa, also known as Josune, is a driving force behind EIT Food’s WE Lead Food programme and a passionate advocate for female leadership in the agrifood sector.
Can you tell us about your background and how you became involved in EIT Food?
Based in Madrid, she is part of the IMDEA Food Institute, one of the founding partners of EIT Food, and plays a central role in both the WE Lead Food online programme and local Spanish workshops. We sat down with Josune to talk about her journey, the evolution of WE Lead Food, and her vision for women in the food industry.
Josune Latasa: ‘I'm originally from Pamplona - famous for the running of the bulls. I studied Pharmacy at the University of Navarra and then moved to Madrid to do a PhD in Biochemistry and Molecular Biology at the University of Alcalá. My early research focused on genomics and Alzheimer’s disease, which later took me to the University of California, Berkeley for postdoctoral work in Nutritional Sciences and Toxicology.’
‘After returning to Spain, I continued working in research related to vitamin regulation in neural development. I joined IMDEA Food in 2014, first as a researcher. Later, I was appointed to manage European programmes, which connected me with EIT Food from its very beginning in 2016. Since then, I’ve been involved in several of EIT Food’s education initiatives, including the Master in Food Systems and the Global Food Venture Programme.’
How did IMDEA - and you - become involved in the WE Lead Food programme?
‘It all started with a conversation during an EIT Food event. I spoke with Shima Barakat, the project lead, who asked whether IMDEA had a leadership programme for women in food. At the time, we didn’t, and that sparked the idea.’
‘Together with Shima and a few others, we launched WE Lead Food in 2018. The first cohort took place in 2019, with two in-person weekends: one in Cambridge focused on sustainability and entrepreneurship, and one in Madrid focused on leadership. The pandemic pushed us to go fully online, which unexpectedly opened up access for women across the globe.’
How has the programme evolved since those early days?
‘The move to an online approach was a big shift, but also a great opportunity. It made the programme more affordable and accessible. We’ve been able to include diverse speakers from around the world without the need for travel, and we’ve adjusted the content based on feedback, making sessions more dynamic and interactive.’
‘We also started local workshops in various countries, including Spain, to create in-person spaces for connection, especially for women who might find the English-language programme intimidating. These workshops serve both as a teaser and a valuable standalone experience for building local networks.’
What is your current role in WE Lead Food?
‘I coordinate and manage parts of the programme, from scheduling sessions to supporting speakers and facilitators. I’m also one of the facilitators myself, working directly with small teams of participants. It’s a very interactive format, and facilitators help guide the teams, answer questions, and make sure everyone gets the most from the experience. I’ve also been a participant. That perspective helps me understand the journey from both sides.’
Which topics in the programme resonate most with you personally?
‘One that stands out for me is "Your personality as a leader". It helps you reflect on who you are at this point in life, and how that influences your leadership style. Another key theme – although not a topic in itself - is communication, especially direct communication and active listening. These are crucial leadership tools and are woven throughout the programme’s activities and networking.’
Who are the typical participants in WE Lead Food, and has that changed over time?
‘We’ve always had a diverse mix: women from academia, research, entrepreneurship, and occasionally agriculture, which is especially interesting, as it’s a traditionally male-dominated field. Recently, we’ve seen an increase in participants from Africa and Asia, and more entrepreneurs are joining, which adds new energy and perspectives.’
What impact do you hope the programme has on its participants?
‘Above all, I want to give women a safe space to express themselves – something they don’t always feel comfortable doing in mixed-gender environments. I hope they come away with a strong network of women in agrifood who they can turn to for support, collaboration, and inspiration. Of course, when this leads to startups or other success stories, it’s wonderful. But that sense of belonging and connection is what matters most to me.’
You also lead the local WE Lead Food workshops in Spain. What is their purpose?
‘These began in 2022 as a way to reach women who might be hesitant to join an English-language programme. The workshops are one-day, in-person events held in different locations around Madrid, and they help promote both EIT Food and WE Lead Food.’
‘The goal is to build local networks and introduce the core values of the main programme. They’re particularly important in regions where English isn’t widely spoken, and where awareness of EIT Food is still growing. So far, around 50 to 60 Spanish women have participated.’
How do you ensure quality and consistency in these local workshops?
‘We hold regular coordination meetings - every month to six weeks - with all the local workshop organisers across countries. We follow a common structure and shared goals, tailoring the content to local contexts. This approach helps maintain the EIT Food standards while ensuring relevance and accessibility for participants.’
What are the biggest challenges women are facing in the Spanish food sector?
The sector is still male-dominated and conservative, especially in traditional food production and agriculture. Many SMEs are struggling, facing issues like climate change, urban migration, and an ageing workforce. There’s often little space for innovation, and women working in this context face added difficulties.’
‘WE Lead Food gives women the tools, confidence, and network they need to take leadership roles and drive change. Importantly, we want them to lead as themselves, not by adopting traditional male leadership traits. Our message is: Change the system, do not change the women.’
Photo : Josune @ Master in Food Systems Graduation Conference October 2024