Research project Connecting consumers and producers to rebalance farmers’ position through ambassador trainings
General introduction
The European multi-actor research project COCOREADO succeeded in selecting replicable recipes from many innovative food collaborations (between farmers and multiple other stakeholders in the chain). Systemic barriers for farmers to get into a better production environment were documented, and where possible we brought those insights to those responsible. COCOREADO aimed to work through an ambitious, innovative approach to restore unequal power relations in today's agri-food chain. It also aimed to reconnect farmers with consumers to make the food system more sustainable.
Research approach
We selected a diverse group of 40 young food changers, from all over Europe. These so-called COCOREADO ambassadors formed the core of the whole approach. They included farmers, chefs, food heroes, social entrepreneurs, IT specialists and leaders of local youth movements. They were inspired with existing innovative business models and trained to work out new business models themselves. We connected them with policy makers. With them, we explored the pitfalls and opportunities of sustainable public procurement, embedded in local food strategies. Unique in COCOREADO was their intense involvement in every step of the project, including during three in-person training sessions. One underlying goal of the project was to develop a new multi-actor approach in which project partners could continuously test the relevance and applicability of their work. Specifically, the ambassador group selected the most relevant of the long list of existing food initiatives studied for further elaboration and roll-out. The next task was to disseminate the results of that shortlist in the most impactful way. We inspired and guided the group to work out their own new, sustainable solutions in co-creation as well.
Relevance/Valorization
COCOREADO ends with some useful findings: positive as well as interesting but also disappointing ones. Specifically, participation of local farmers in tenders for public procurement files has proven to be very difficult. The barriers for farmers in such tenders and the legal constraints as a government to buy locally and seasonally have been clearly identified. The project group has prepared policy advice around this problem, and also developed a decision support tool to help governments make their procurement policies more sustainable. On the more positive side, favorably-selected existing innovative and fair chain solutions have been documented as a source of inspiration. There are 14 "replicability roadmaps" on the table that can help to successfully roll out their approach or formula in various other European contexts. 5 "seed initiatives" (creation of not yet existing initiatives) were also documented and available for educational purposes and future multi-actor projects. Finally, useful observations were made during this innovative way of engaging actors through the ambassador network. This will be useful in many subsequent multi-actor projects. Europe has the ambition is to achieve more relevant and faster applied knowledge and innovation using multi-actor approaches.
