Deliverable 5.3: Innovation pathways towards more sustainable production and consumption in the fruit - vegetable supply chain and their uptake in the SUSFANS models

Paper authors
Siet Sijtsema (WECR), Harriëtte Snoek (WECR), Karin Zimmerman (WECR) and Thom Achterbosch (WECR)
Feb 5 2018
Description Fruit and vegetable consumption is below recommended levels and should increase to come closer to a more healthy and sustainable diet in Europe. The aim of this report is to identify innovation pathways in the fruit and vegetable chain from a consumer perspective. The deliverable shows the different elements of a consumer perspective, their relevance and above all the need to combine consumer, production and circular perspectives on innovation to support fruit and vegetables consumption. To understand or even stimulate consumption behaviour a wide array of drivers need to be taken into consideration, which relate to the individual (biological, demographics, psychological), the product, the interpersonal, physical environment and policy. These are represented in consumption-related innovations such as: targeting, motivating, contextual, communicating and acceptance of innovations; product related innovation such as: product, production, and package; and circular innovations (in particular around reducing food waste). This paper is meant to inspire, raise awareness, and continue the discussion on a strengthened consumer perspective in the innovation strategies, foresight and modelling work in SUSFANS.
Corresponding Author(s)
Siet Sijtsema (WECR)
Authors at SUSFANS
Work package