Food Value Chain Change |
Intervention Case 4

CUES Partner

KEPKA & FINT

Location

  • Greece

Target Group

Consumers, retailers, farmers

Challenge

Greenwashing and consumers misled by false green claims.

Intervention

Integrating technological innovations to decrease misinformation and increase trust and transparency of pricing and ingredients. Equipping consumers with detailed information to make conscious food choices at supermarkets. By implementing organisational innovation, retailers enhance their trust relationship with consumers by prioritising environmental and social sustainability value proposition.

Expected Outcome

Enhancement of customers’ trust by providing transparency in the business and traceability of the products.

Expected Impact

Environmental: Food waste reduction, reduction in packaging waste, GHG emissions reduction.

Social: Food safety and security, community empowerment.

Economic: Fair pricing, efficient use of space for storage and inventory, and better supply chain control.