What needs to change?

What needs to change?

• Socio-economic barriers limiting access to healthy quality food.

• Rural-urban divide that hinder equitable food distribution and availability.

• Low consumer awareness and limited trust in sustainable food systems.

• Weak alignment between producers and market demands, including consumer preferences.

• Insufficient education and engagement around healthy, responsible eating habits.

Our approach

Our approach

• Fostering co-creation processes that actively engage consumers, producers, and other stakeholders in shaping sustainable food environments.

• Leveraging traceability systems and digital tools to collect real-time data on consumer purchasing behaviours and opinions, as well as to trace produce from farm to fork, supporting transparency, trust, and evidence-based decision making.

• Strengthening understanding of consumer needs, values, motivations, and constraints through participatory research.

• Designing targeted educational and awareness-raising activities that support informed and more sustainable food choices.

• Creating feedback loops between consumers and food system actors to align supply with actual demand and values.

• Embedding behavioural insights into innovation, with a focus on affordability, trust, and cultural relevance.