Gastrodiplomacy – Exploring the U.S.-India Partnership Fusion Food | ND NOFO 22 105

Frequently Asked Questions (FAQs)

What is the "Gastrodiplomacy - Exploring the U.S.-India Partnership Fusion Food" grant opportunity?

This opportunity is a U.S. Department of State, U.S. Mission to India initiative that uses cultural and culinary diplomacy to highlight and strengthen the U.S.-India strategic relationship. The project centers on food, storytelling, and social media engagement to show how the two countries connect through shared values like diversity and multicultural identity.

What is the main goal of the project?

The project aims to build people-to-people ties and encourage positive public sentiment about the U.S.-India relationship. It also aims to spark curiosity and demand in India for U.S.-origin food products and ingredients by presenting cuisine as an accessible way to engage broad audiences.

How does this project use digital outreach and public engagement?

A major emphasis is digital reach and interactive public engagement. U.S. Mission to India plans to leverage its large social media audience to create a two-way conversation with Indian consumers, using food content to discuss the significance of the U.S.-India partnership and how culinary traditions reflect each country's regional diversity.

Is this meant to be a promotional campaign or a public diplomacy initiative?

Based on the description, the activity is framed as interactive public diplomacy rather than a one-direction promotional campaign. The intent is to use engaging food content to support broader themes such as growth, prosperity, and trade, while reinforcing favorable perceptions of U.S.-India relations.

What activities will the funded project produce?

The funded activity is built around a short, tightly scheduled filming campaign featuring on-location cooking demonstrations and "foodie walk" segments in multiple cities. The content will be edited into a set of finished videos for online distribution.

Which cities are included in the filming plan?

The filming campaign is expected to take place across five major Indian cities: New Delhi, Kolkata, Mumbai, Chennai, and Hyderabad.

What is expected to be filmed in each city?

In each city, the production is expected to capture at least one video featuring a senior U.S. Embassy or Consulate representative (including the Consul General in each city) participating in an on-location cooking demonstration with respected local chefs. Each city segment is also expected to include a "foodie walk" component exploring local markets, street food, or signature neighborhood food scenes.

Who will appear on camera in the videos?

The videos are expected to include senior U.S. Embassy or Consulate representatives (including Consuls General in the relevant cities), respected local chefs, and a renowned American chef who serves as a consistent on-camera storyteller across the series.

What role does the renowned American chef play?

A distinctive feature of the program is the inclusion of a renowned American chef who will travel to multiple cities and help connect regional Indian cuisines with fusion cooking concepts that incorporate U.S.-origin ingredients. The chef is expected to participate in cooking demonstrations and join filmed food explorations.

What does "fusion" mean in the context of this opportunity?

Fusion is central to the concept. The videos are intended to celebrate traditional Indian dishes while also showing practical, appealing ways U.S.-origin ingredients can be used in Indian kitchens, restaurants, or modern culinary interpretations without diminishing local authenticity.

How many final videos are expected?

The project is expected to result in five finished videos, aligned with the five-city filming plan.

How long is the filming period expected to take?

The production timeline is deliberately short. Filming is expected to take no more than two weeks total.

Where will the finished content be published?

The five finished videos are expected to be published across social media and other online channels. The Embassy also indicates it may pursue additional outlets or publications to extend visibility beyond standard social platforms.

How does this project connect to the U.S.-India relationship milestone mentioned?

The outreach goals are tied to the 75th anniversary of U.S.-India relations, with the campaign intended to reinforce broader public diplomacy and visibility connected to that milestone.

What type of award is this opportunity?

This is a discretionary funding opportunity issued as a cooperative agreement.

What does it mean that this is a cooperative agreement?

As described, a cooperative agreement indicates the U.S. government is likely to remain actively involved in shaping and coordinating the project during implementation. This is especially relevant due to the participation of senior Embassy and Consulate leadership and the complexity of a multi-city filming schedule.

What is the activity category for this grant?

The opportunity is listed under the Food and Nutrition activity category.

What is the CFDA number associated with this opportunity?

The CFDA number listed for this opportunity is 19.040.

How much funding is available?

The maximum funding amount (award ceiling) is $75,000.

How many awards are anticipated?

The opportunity anticipates a single award.

What is the funding opportunity number?

The funding opportunity number is ND NOFO 22 105.

When was the opportunity created and when did it close?

The opportunity was created on September 9, 2022, with an original closing date of October 9, 2022.

Who is eligible to apply?

Eligibility is described broadly as "Others." Additional eligibility details are referenced as being available in the full announcement under the related documents section.

What kind of storytelling approach is encouraged?

The opportunity emphasizes local culture and everyday experiences through cooking demonstrations and on-the-ground food explorations, combined with social media engagement designed to create a two-way conversation with audiences in India.

What broader themes should the content support?

The content is intended to support broader themes of growth, prosperity, and trade, while reinforcing a favorable perception of U.S.-India relations.

What is the project ultimately trying to influence in terms of consumer behavior?

The project seeks to increase curiosity and demand in India for U.S.-origin food products and ingredients, using fusion cooking and approachable culinary storytelling as the entry point.