Periodic Reporting for period 1 - FoodMAPP (Local Food supply communicated through a transactional searchable MAP based APPlication (FoodMAPP) to promote short food supply chains; food security; business development and reduction in food waste.)
Periodo di rendicontazione: 2023-03-01 al 2025-02-28
The European strategic plan to fight climate change requires impactful changes to the food industry and a reduction in food waste, as well as a change in the fragile, complicated supply chain of industrial-scale food producers and the creation of a novel, fair and sustainable food industry. The EU-funded FoodMAPP project aims at the transformation of food supply by enabling and promoting transparent local provision from local producers, including family farmers, and processors directly to consumers. It will gather extensive market intelligence from all stakeholders to understand market demand and preferences towards localised food supply transparency. This research will inform the development of a dynamic searchable map-based platform enabling local providers to supply and sell produce directly to consumers.
As project is now closing to 1.5 years of duration, it is being carried out as planned. Project visibility elements and website are established and technical research is being conducted up to the point of finishing WP1 of pinpointing stakeholders requirements in food supply chain. Qualitative conclusions are identified based on consumer workshops held in six European countries, 60 industry interviews and a large scale quantitative survey with a sample in excess of 3,000 consumers. The results are being transferred into measurable identifiers for future technical system architecture to be developed in WP2, Information Engineering and Architecture Design, and consumer interface (mobile application) in WP3 User Interface Development. With this, 9 deliverables are submitted out of total of 18 planned in the project, which means the project foundations are well-set and will further serve for envisioned technical developments. Main achievements so far are described individually in the sequel for each publicly available deliverable.
D1.1 – Identification of key consumer preferences
Deliverable D1.1 has detailed consumer attitudes and behaviours regarding local food purchasing through digital platforms. Through comprehensive co-creation workshops and a robust consumer survey across multiple European countries, the project has identified key drivers and barriers that influence consumer decisions. These findings underscore the complexity of food provisioning practices, revealing that convenience, quality, transparency, and the customization of digital experiences are paramount to increasing consumer engagement and trust in online local food markets.
Combining insights from both the workshops and the survey, it becomes evident that the key to fostering consumer adoption and satisfaction lies in the development of digital tools that not only prioritize ease of use and comprehensive information but also align with consumer values such as sustainability and local economic support. As consumer preferences continue to evolve, ongoing research and adaptation will be crucial in ensuring that digital solutions remain effective in meeting the needs of a diverse European market. This research sets a groundwork for future developments in the FoodMAPP project aimed at enhancing the efficiency and sustainability of local food provisioning through digital technology.
D1.2 – Food Provider requirements summary
The deliverable presents the summary of food provider requirements and provide a critical understanding of consumer attitudes towards direct local food purchasing (assessing barriers and facilitators). The importance of convenience for the consumers clearly appears as the main driver, as much as transparency (information on products). But this also appears as a potential driver for producers and retailers, if it allows them to share the load of delivery with other stakeholders. On the producer side, the need to scale-up distribution through an app is not always perceived. In the contrary, several interviewees consider that their production is not regular enough for this kind of distribution. On the consumer side, many committed consumers link local food consumption with sustainable consumption in larger sense, which includes physical contact with producers or small retailers, and reconnecting with the world of production.
D1.3 – MoSCoW
MoSCoW (Must, Should, Could, Won’t have) specification is developed from the data insights collected during workshops and surveys in six countries of European Union and UK, with included learning from extant literature and guided by the strategic intent of the FoodMAPP proposal. Guidelines and specifications are formed based on producer and consumer feedback and transferred into elements required from technical backbone and future app as a graphic interface.
D1.1 – Identification of key consumer preferences
Deliverable D1.1 has detailed consumer attitudes and behaviours regarding local food purchasing through digital platforms. Through comprehensive co-creation workshops and a robust consumer survey across multiple European countries, the project has identified key drivers and barriers that influence consumer decisions. These findings underscore the complexity of food provisioning practices, revealing that convenience, quality, transparency, and the customization of digital experiences are paramount to increasing consumer engagement and trust in online local food markets.
Combining insights from both the workshops and the survey, it becomes evident that the key to fostering consumer adoption and satisfaction lies in the development of digital tools that not only prioritize ease of use and comprehensive information but also align with consumer values such as sustainability and local economic support. As consumer preferences continue to evolve, ongoing research and adaptation will be crucial in ensuring that digital solutions remain effective in meeting the needs of a diverse European market. This research sets a groundwork for future developments in the FoodMAPP project aimed at enhancing the efficiency and sustainability of local food provisioning through digital technology.
D1.2 – Food Provider requirements summary
The deliverable presents the summary of food provider requirements and provide a critical understanding of consumer attitudes towards direct local food purchasing (assessing barriers and facilitators). The importance of convenience for the consumers clearly appears as the main driver, as much as transparency (information on products). But this also appears as a potential driver for producers and retailers, if it allows them to share the load of delivery with other stakeholders. On the producer side, the need to scale-up distribution through an app is not always perceived. In the contrary, several interviewees consider that their production is not regular enough for this kind of distribution. On the consumer side, many committed consumers link local food consumption with sustainable consumption in larger sense, which includes physical contact with producers or small retailers, and reconnecting with the world of production.
D1.3 – MoSCoW
MoSCoW (Must, Should, Could, Won’t have) specification is developed from the data insights collected during workshops and surveys in six countries of European Union and UK, with included learning from extant literature and guided by the strategic intent of the FoodMAPP proposal. Guidelines and specifications are formed based on producer and consumer feedback and transferred into elements required from technical backbone and future app as a graphic interface.
In the EU, food security is viewed as an issue of strategic importance, dependent on the logistical and political resilience of global trade relations. Local food supply can support employment and can make considerable contributions to territorial development, providing specialist local produce/products as well as giving social, cultural and environmental benefit. Notwithstanding, consumers need to be aware of localised supply. Smart Mobile Technologies offer a user friendly and accessible platform for the delivery of such enhanced information in a personalised manner. For any such digital initiative to be effective, however, it is critical to consider the determinants of consumers’ likely acceptance. The Technology Acceptance has been well used to understand consumers attitudes towards new technologies, and while studies have critiqued and added to its constructs, it remains the most widely cited approach in its field. Key determinants of customer acceptance and adoption are perceived usefulness and perceived ease of use. Perceived usefulness is defined as the extent to which individuals believe their lives are enhanced, and perceived ease of use is defined as the extent to which an individual believes that using a particular system is free of effort. Both are important in any smart technology design. In addition, trust and transparency have been identified as important constructs for consumers in food provision. Food practices and purchases are regular and repeated which strengthens non-reflexive trust, a way for consumers to deal with the global food system currently encountered.