3 FAIR
Empowering Fair-Trade and Solidarity Producers and Consumers with Digital Tools for Fair Data, Fair Food, and Fair Networks
Overview
The challenge
Consumer Feedback to fair solidarity trade food producers.
Users/Testers
25-50 users.
The solution
Our solution involves placing a QR code on fair trade food products, allowing consumers to scan it and access information about the producer and its product, as well as complete a questionnaire about their preferences.
The project is oriented toward supporting small-scale producers and local fair and solidarity trade food shops, which are key actors in building a food supply chain that respects both the environment and human wellbeing.
Small producers play a vital role in preserving the biodiversity of rural landscapes, promoting polyculture, and fostering the social, cultural, and economic development of rural areas by enabling people to remain and thrive in the countryside.
Similarly, small fair and solidarity trade shops serve as physical meeting points between urban consumers and rural production. They are essential spaces where city dwellers encounter products from the countryside, and they play a crucial role in establishing and maintaining trust in this relationship — a trust that underpins a more sustainable, just, and resilient food system.
Users/Testers
25-50 users.
Members
Greece
Greece
Greece
Citizen Engagement
Citizen participation took place at various stages of the development and evaluation of the solution:
- Three focus groups were conducted, each with 5–10 participants. These groups included citizens, producers, and employees of a fair solidarity trade shop, aiming to gather opinions, needs, and suggestions for the design of the system.
- During the pilot phase, 50–100 citizens will participate in testing the system in practice and will provide feedback regarding its usability and functionality.
- After the pilot phase, a follow-up focus group will be conducted to assess the participants’ experience, evaluate the service, and collect suggestions for improvement.
DataU and FOODITY components
The use of the FOODITY DataU focuses on managing the communication between the fair solidarity trade store and consumers, in a way that reinforces the principle of data sovereignty.
Through the platform, consumers have control over their personal data and can choose the content, frequency, and channels of the communication they receive. This approach promotes transparency, respect for privacy, and active citizen participation in shaping their consumer experience.
Results and achievements
Tangible improvements
The results from the focus group phase, prior to the launch of the pilot implementation, highlighted several tangible improvements:
- A strong interest from producers in receiving direct feedback and information from consumers about their products, which enhances transparency and supports continuous improvement in the production process.
- The establishment of an effective communication channel between the fair solidarity trade store and consumers, allowing for better engagement and the ongoing enhancement of services offered.
- Empowerment of consumers, who are given the opportunity to express their opinions and preferences regarding both the products and the store, thus contributing to the improvement of the entire food supply chain.
Impact Indicators
Participation of 50-100 users is expected. Behavioral change will be examined during the final phase through a focus group.
Outputs produced
The outputs to be produced include databases containing consumer preferences for each product, as well as store evaluations. The information from these databases will be presented through visualisations to facilitate better understanding of the results by both producers and the store.
Feedback from users
Consumer feedback will be collected through the pilot implementation of the system, which has been specifically designed for this purpose.
Social/environmental/economic impact
The expected impact focuses on improving the flow of information between producers and consumers, as well as the reverse data flow. This exchange will contribute to the enhancement of products and better production planning, taking into account consumer preferences and needs. At the same time, the system promotes environmentally friendly production practices, reducing the environmental footprint of the food supply chain.
Additionally, these changes are expected to lead to more sustainable and efficient economic outcomes for all stakeholders involved in the food chain. This approach is fully aligned with the objectives of the Food 2030 program, which supports sustainable development, innovation in the food system, and the enhancement of environmental protection.
Materials and links
Alignment with FOODITY
Our solution fully aligns with FOODITY’s goals, particularly in the area of the food supply chain, as it aims to strengthen it through the promotion of fair solidarity trade. This approach serves as a model of sustainability, addressing the economic, social, and environmental dimensions of the food supply chain.
Additionally, our solution empowers citizens by giving them full control over their personal data and the content of their communication with food retailers, which enhances trust and fosters stable cooperation and mutual support between consumers and producers. In this way, we promote transparency, accountability, and active citizen engagement, which are central pillars of the FOODITY program.
Lessons and recommendations
Lessons learned
During the development of the solution, we learned how crucial it is for consumers to have their personal data respected, as well as their strong desire to provide direct feedback to producers regarding the products.
On the side of producers and the store, it became clear how important it is to build trust with consumers and how the solution can support the continuous improvement of products and services based on real consumer needs and expectations.
Recommendations
It is particularly important for consumers to have access to complete information and data regarding the food they consume, as it is directly linked to their health and quality of life. The system we are developing within the FOODITY framework is part of a broader solution we have already built, which automatically collects data across all stages of the food supply chain — from farm to shelf. This data is made accessible to consumers via a QR code on the product packaging.
With the addition of the 3 FAIR application, the information flow is completed, enabling interactive communication between producers and consumers — both from producer to consumer and from consumer back to producer. This approach can serve as a model for others developing solutions in the food and nutrition sector, ensuring respect for citizens’ data rights while promoting transparency, trust, and sustainability across the food system.
Main benefit of participating in the FOODITY Programme
Our participation in the FOODITY programme is a key milestone in our broader work on technological solutions aimed at improving the food supply chain. The programme offers us the opportunity to delve into critical issues such as building trust between citizens and producers — a fundamental component for achieving a transparent and sustainable food system. We strongly believe that citizens with responsible consumption habits are the main driving force for positive change, and through FOODITY, we are able to strengthen their role in shaping a more ethical, participatory, and sustainable food chain.