Plant-based seafood is emerging as a promising strategy to reduce pressure on marine ecosystems. However, uncertainty and scepticism about innovative products among consumers remain barriers to acceptance. Therefore, CUES will launch an intervention case in Iceland (known for its high levels of seafood consumption and export) aimed at building consumer trust in plant-based seafood. The intervention will leverage technological innovations (e.g., QR codes) to enhance traceability of novel plant-based seafood alternatives and provide consumers with detailed product information. This increased transparency will empower them to make informed choices, boosting acceptance and purchase. By promoting more sustainable choices, this approach is expected to reduce greenhouse gas emissions, minimize food waste and contribute to environmental protection. For practitioners (producers, food innovators, SME's), it will offer opportunities to improve supply chain efficiency, optimize use of resources and prevent unnecessary overproduction, ultimately fostering a more sustainable and resilient food system.

In today’s food industry, transparency is key to gaining consumers’ trust. It is essential that food producers and large food manufacturers communicate credible information in an efficient way to meet growing consumer expectations. To address this issue, CUES will launch an intervention in Italy, leveraging technological innovations (e.g., QR codes) to enhance food traceability and transparency across the value chain of multiple food manufacturers. By providing consumers with credible and detailed product information, the intervention will empower them to make more informed and sustainable food choices. This, in turn, is expected to contribute to reduced greenhouse gas emissions and improved food safety and security. For consumers, the expected outcomes include increased trust and engagement with sustainable food value chains. For practitioners (large manufacturers, SMEs, food innovators), integrating these innovations is expected to improve resource efficiency and lower production costs.

Consumers are often reluctant to purchase food and services through short supply chains due to a lack of trust, limiting the development of local food production and distribution. To address this, CUES will implement an intervention in Hungary with Pannon Local Product Ltd., the operator of the “We Are Local” trademark. This initiative will leverage technological innovations (e.g., a QR-code-based communication channel), allowing consumers to access reliable, up-to-date information about the producers behind trademarked meals, products and services. By increasing transparency, the intervention is expected to strengthen consumer trust and foster a better connection with local producers. For this initiative, workshops and collaborative meetings with producers and trademark owners will be conducted. Expected outcomes include improved traceability, better-informed consumers and greater trust in local food systems. By co-creating solutions with stakeholders, this approach will help build fairer supply chains that support local economies while reducing greenhouse gas emissions.

Consumers are increasingly exposed to greenwashing and misleading claims, making it challenging to identify truly sustainable food products. CUES will launch an intervention in Greece, integrating technological innovations (e.g., QR codes) to reduce misinformation and enhance transparency in food labelling. By providing consumers with detailed and reliable information at supermarkets, the intervention is expected to empower them to make more informed purchase decisions. This intervention will be particularly relevant for retailers and farmers, helping them to foster a more transparent and accountable food system. Expected outcomes include greater consumer confidence through improved product traceability and lower greenhouse gas emissions through more sustainable food choices. For practitioners, adopting these innovations can lead to fairer pricing, more efficient inventory management and improved supply chain control, benefiting both businesses and consumers.

 Low-income families are often not fully aware of the challenges related to sustainability and may find it difficult to prepare meals that are nutritious and environmentally friendly. The intervention of Lisbon Food Bank in Portugal aims to address these issues in three phases. In the first phase, participants will visit agricultural cooperatives to learn about sustainable practices. In the second phase, they will visit a wholesale market to explore the challenges and opportunities of food surplus. In the final phase, cooking classes will be organised so that participants can experiment with healthy meal options using surplus food. The expected outcomes include reducing food waste, contributing to local food systems, improving food security and promoting healthier diets, supporting social cohesion and community well-being, and promoting economic savings through reduced food waste. These insights can support practitioners (food producers, distributors, food banks) in enhancing awareness and engagement among their communities.

Effective policies are essential for improving food sustainability and transparency. CUES will support this by organising four structured policy dialogues involving policymakers, researchers, food value chain actors and civil society to discuss existing and upcoming policies aimed at regulating the sustainability information provided to consumers. These dialogues will integrate research with real-world insights, ensuring CUES findings contribute to future EU regulations on food sustainability information and innovation frameworks. Using participatory methods, these discussions will address how to better inform consumers and enhance food system transparency. Two EU-level dialogues will focus on policymaking in Brussels, while two regional dialogues will engage national and local stakeholders in Hungary and Greece. This mix will allow for diversified and balanced policy recommendations. For practitioners, this initiative offers opportunities to shape future policies, ensuring that regulations are both effective and aligned with the realities of the food sector.