Food value chain actors co-creation workshops in Iceland, Hungary, Italy and Greece

Across all four countries, a clear shift emerged: discussions moved from individual product claims to system-level promises and shared responsibilities. Workshop participants acknowledge that the “beneficiary” of transparency is not just the consumer, but also a better-equipped, more coordinated value chain that can communicate credibly. In every workshop, producers/processors, retailers/sellers and consumers or consumer organisations formed the core of the ecosystem, supported by country-specific actors such as certification and standards bodies, professional organisations, and tech influencers. Financial viability remained an important motivation, but it was strongly intertwined with mission-driven goals such as health, sustainability, and local development.

The outcomes of these workshops now provide a shared reference point for how food value chain actors in Iceland, Hungary, Italy and Greece can work together and speak with a more coherent voice to consumers.