The TealHelix advances the state-of-the-art by proposing a more precise and targeted approach – empowerment through personalization and inclusion. Using the underlying logic of motivational matching, we will develop a number of new labeling approaches and digital social innovations to guide and improve consumer decision-making. Such an approach will also enable us to address resistance to sustainability ideas and tailor our interventions to the heterogeneity in individual needs of vulnerable consumers. Combining insights from life cycle, social and economic environments analysis, measurement, and consumer behavior theories, we will develop a new measure to assess how individual and planetary preferences for various sustainability dimensions can be aligned to reach sustainability goals. Next, we will test a number of means of transmission: traditional labeling approaches, digital and brick-and-mortar retail labeling approaches, and smart labeling approaches. To sustain and scale the change, we will develop integrity guidelines and new sustainability information provision standards for the industry. We will leverage the interdisciplinary and transdisciplinary competencies of the consortium in marketing, consumer behavior, psychology, environmental, information sciences, as well as in communication, retailing, and standard-setting industries. The project will generate multiple novel methods to study labeling approaches and original empirical evidence through machine learning-based 'big data' analysis, large-scale surveys, experience-sampling and micro-level experiments. Finally, we will integrate the findings into digital social innovations powered by AI tools to support labeling solutions. As a result, we will provide a deeper understanding of how various external environments shape attitudes and beliefs towards food sustainability labeling, how to motivate consumers to follow sustainable labeling guidelines, and how to include the ones who are in greatest need.

The IoF2020 project is dedicated to accelerate adoption of IoT for securing sufficient, safe and healthy food and to strengthen competitiveness of farming and food chains in Europe. It will consolidate Europe’s leading position in the global IoT industry by fostering a symbiotic ecosystem of farmers, food industry, technology providers and research institutes. The IoF2020 consortium of 73 partners, led by Wageningen UR and other core partners of previous key projects such as FIWARE and IoT-A, will leverage the ecosystem and architecture that was established in those projects. The heart of the project is formed by 19 use cases grouped in 5 trials with end users from the Arable, Dairy, Fruits, Vegetables and Meat verticals and IoT integrators that will demonstrate the business case of innovative IoT solutions for a large number of application areas. A lean multi-actor approach focusing on user acceptability, stakeholder engagement and sustainable business models will boost technology and market readiness levels and bring end user adoption to the next stage. This development will be enhanced by an open IoT architecture and infrastructure of reusable components based on existing standards and a security and privacy framework. Anticipating vast technological developments and emerging challenges for farming and food, the 4-year project stays agile through dynamic budgeting and adaptive decision-making by an implementation board of representatives from key user organizations. A 6 M€ mid-term open call will allow for testing intermediate results and extending the project with technical solutions and test sites. A coherent dissemination strategy for use case products and project learnings supported by leading user organizations will ensure a high market visibility and an increased learning curve. Thus IoF2020 will pave the way for data-driven farming, autonomous operations, virtual food chains and personalized nutrition for European citizens.

This project aims to develop and implement a circular economy approach for sustainable products and services through their value and supply chains. Three new circular economy business models will be developed including (i) co-creation of products and services, (ii) sustainable consumption, and (iii) collaborative recycling and reuse. The Co-creation of Products/Services model will bring end-users closer to the design and manufacturing phases by identifying consumer preferences via Big-data online mining product reviews and evaluating product specifications and prototypes via Living Lab to customise the end-user requirements. Benefited from the co-creation features, sets of sustainable production methods will be implemented and new products/services will be created. The Sustainable Consumption model will develop a method to calculate the eco-points of products based on the outcome of FP7 myEcoCost project, assess product environment footprints (PEF), provide a traceability solution to monitor product’s sustainability along the value chain, and support end-users and stakeholders to actively implement the circular economy via awareness raising and knowledge sharing activities. The Collaborative Recycling/Reuse model will develop a system for stakeholders to interact with each other to facilitate the use/reuse of end-of-life products and reduce waste, and implement the eco-credits awarding scheme to encourage people to recycle/reuse. This project will be demonstrated at a large scale in electrical and electronic products and farming/agri-foods sectors, provide an effective means to communicate with wide communities to disseminate the project outcome, and involve a large number of stakeholders along value and supply chains throughout the project lifetime, including end-users, producers, researchers and civil society. An ICT platform will be developed to support the development, implementation, demonstration, communication and dissemination.

NEXTRUST objective is to increase efficiency and sustainability in logistics by developing interconnected trusted collaborative networks along the entire supply chain. These trusted networks, built horizontally and vertically, will fully integrate shippers, LSPs and intermodal operators as equal partners. To reach a high level of sustainability, we will not only bundle freight volumes, but shift them off the road to intermodal rail and waterway. NEXTRUST will build these trusted networks ideally bottom up, with like-minded partners, adding multiple layers of transport flows that have been de-coupled and then re-connected more effectively along the supply chain. We will develop C-ITS cloud based smart visibility software to support the re-engineering of the networks, improving real-time utilization of transport assets. NEXTRUST will focus on research activities that create stickiness for collaboration in the market, validated through pilot cases in live conditions. The action engages major shippers as partners (Beiersdorf, Borealis, Colruyt, Delhaize, KC, Mondelez, Panasonic, Philips, Unilever) owning freight volumes well over 1.000.000 annual truck movements across Europe, plus SME shippers and LSPs with a track record in ICT innovation. The pilot cases cover the entire scope of the call and cover a broad cross section of entire supply chain (from raw material to end-consumers) for multiple industries. The creation and validation of trusted collaborative networks will be market oriented and implemented at an accelerated rate for high impact. We expect our pilot cases to reduce deliveries by 20%-40% and with modal shift to reduce GHG emissions by 40%-70%. Load factors will increase by 50%-60% given our emphasis on back-load/modal shift initiatives. NEXTRUST will achieve a high impact with improved asset utilization and logistics cost efficiency, creating a sustainable, competitive arena for European logistics that will be an inspirational example for the market.