Objectives

This collaborative effort is crucial, as it combines the technological expertise of food technologists—focused on maintaining the health benefits of processed raw materials—with the consumer science specialists’ insights on effectively communicating with consumers. This synergy, enhanced by entrepreneurs’ understanding of market and economic conditions within the Living Lab framework, will significantly boost the potential for delivering innovative, nutritionally, and sensorially valuable products to the  market.

Furthermore, the project emphasizes the importance of knowledge transfer within the agri-food sector. By adopting the Living Lab approach, InHort will gain a unique tool to better address consumer needs and preferences, aligning with the EU’s „From Farm to Fork” strategy. This will ensure that conscious consumers have greater access to high-quality food products made using modern, environmentally friendly processing technologies. Additionally, HortiFoodTrends aims to strengthen research management capacities and administrative skills, further enhancing the project’s impact.