Co-creation

Over the course of three workshops, we will gather inputs from all stakeholder groups to develop our research and activities. The first two workshops will focus on research questions and methodology, while in the last one we will work together to integrate the project results into stakeholders’ strategies.

We will interview consumers across four European regions about their preferences for alternative proteins to identify drivers and barriers to large-scale uptake of future diets and determine how naturalness, healthiness, animal welfare, sustainability, price, nutritional and sensory characteristics influence their dietary habits. We will test the efficacy and acceptance of different policy measures, such as labelling, taxes, subsidies, nudging or education, in increasing the willingness of consumers to favour alternative proteins over animal proteins in their purchases and diets.

We will engage with policymakers and provide them with evidence-based knowledge of alternative proteins' quality and recommendations for improved regulations on the approval process of novel foods and labelling policies. Our policy briefs will address food health and safety, sustainability and circularity targets, and guidance to maximise consumers' education and acceptance.