From lab concepts to real-world conversations, why context changes the trust conversation in biotechnology
Biotechnology does not live in a vacuum. The same innovation can look like a promising solution, a potential risk or simply something irrelevant, depending on who you are, where you live and how you experience the food system or the bioeconomy in your daily life.
This is why B-Trust works with concrete biotechnology cases rather than speaking about biotechnology in general. The project focuses on specific applications in the agri-food and bio-based sectors, around which tailored co-creation trajectories are designed. Each case becomes a real-life laboratory for understanding how trust is built, lost or repaired.
From abstract technology to concrete cases
Biotechnology often starts its journey in research labs and innovation pipelines. But when it reaches farms, factories, supermarkets or public spaces, questions multiply. Who benefits from this technology? What are the risks this technology brings and who is exposed to them? How does this affect local communities and our environment?
B-Trust uses six biotech cases to develop a methodology designed to bridge this gap. For each case, partners look at a particular application of biotechnology in a clearly defined context, involving agri-food production, processing or bio-based materials. They identify the actors that are most directly affected, the wider group of stakeholders with a say in the debate, and the kind of hopes and concerns that are already visible or likely to emerge.
In other words, each case starts with a simple but powerful ambition: to talk about this specific biotech application with the people whose lives, work or environment it touches.
The six biotechnology cases that shaped the B-Trust methodology
The cases were not chosen at random. They were meant to cover different beneficiaries, different goals and applications, and different levels of development, outreach and awareness. Country partners looked at where biotechnology is already very present in research and industry, where political and public debates are heating up, and where their stakeholder networks could bring in rich and diverse perspectives. Each country prioritised the cases that best matched its context and expertise, with some cases deliberately explored in more than one country to compare how trust issues evolve in different contexts.
Case 1: Cell factories
This case focuses on precision fermentation, sometimes called “cell factories”, that can produce ingredients such as milk proteins, proteins for feed applications, flavourings and speciality additives. It was selected because the research and biotech communities in the partner countries are very active in this field, concrete applications already exist in pharmaceutical and food contexts, and industry is exploring many more.
Case 2: Bio-based materials
Here the spotlight is on biotechnologically produced bio-based materials that can replace fossil-based, non-circular options. It was chosen in a context where there is already a strong bio-based industry and a clear interest in moving towards more sustainable materials.
Case 3: Biostimulants and biofertilizers
This case looks at biostimulants and biofertilizers as alternatives to conventional fertilisers and pesticides. It is particularly relevant in regions where over-fertilisation, water quality and nitrogen pollution are high on the political agenda and widely covered in the media.
Case 4: Climate-resilient crops
This case addresses biotechnological approaches to crops that are more resilient in a changing climate. It was selected in a context with a history of test fields for genetically modified climate-resilient crops and strong public debate, including protests and actions by civil society groups.
Case 5: Eating the cells
This case explores cellular agriculture for meat replacement, including cultured animal cells and microbial cells for direct consumption. It is especially interesting in countries where policy choices diverge, for example where one country has banned cultured meat while another is actively investing in this emerging industry.
Case 6: Bacteriophages
Here the focus is on using bacteriophages to reduce the need for antibiotics in sectors such as pork production. It was chosen in a context where intensive livestock farming and overuse of antibiotics have triggered government action and increased public awareness around the impact of antibiotic-resistant microorganisms
Together, these six cases cover a wide range of biotechnology applications, from ingredients and materials to crops, animal health and future food options. They allow B-Trust to observe how trust in biotechnology plays out across different sectors, policy debates and cultural contexts.
Designing trajectories, not one-off events
Once a case is defined, B-Trust does not jump straight into a single workshop or public event. Instead, the project designs a co-creation trajectory: a sequence of interactions that makes sense for the technology, the context and the people involved.
Some trajectories begin with in-depth interviews and small group conversations to understand existing perceptions and language around the technology. Others start from farmers or workers and their practical questions, or from concerns voiced by environmental organisations or consumer groups.
Across all cases, the logic is the same. Trajectories are built as waves of interaction that can include citizen or consumer sessions, workshops with farmers and primary producers, dialogues with organised civil society and exchanges with industry or public authorities. At each step, B-Trust listens for potential trust barriers, explores where expectations do not match and identifies what kind of interventions, engagement, shared decision-making or information could move the conversation forward.
Why context matters for trust
One of the emerging insights from these cases is that there is no single rule for trust that applies to every context. The same type of biotechnology can raise different questions in a region where agriculture is highly industrialised compared to a region where small-scale or family farming dominates.
In some contexts, people focus on long-term environmental impacts and the balance between technological solutions and nature-based approaches. In others, issues like market power, fairness in value chains or the resilience of local economies come to the forefront.
By working through concrete cases and trajectories, B-Trust can capture these nuances instead of assuming that one message, one intervention or one governance recipe will work everywhere. This is essential if Europe wants to design biotechnology governance models that are legitimate and responsive to people’s real experiences.
Feeding into the B-Trust governance model
Insights from the trajectories feed into actor-specific trust-building measures, cross-cutting principles and practical recommendations for governance. They also help refine the overall B-Trust pathways to impact by showing, in real time, what kind of engagement practices are most promising for different types of biotechnologies and contexts.
Ultimately, the ambition is that what is learned in these cases can be scaled and adapted. Other projects, regions and initiatives will be able to draw on B-Trust’s experience to design their own co-creation trajectories and governance approaches, grounded in the reality of people’s lives rather than in abstract assumptions about the public.
By Sofía Ros (Cluster FOOD+i), B-Trust communication lead
The article was prepared in close collaboration with the authors of B-Trust deliverables D1.3 and D2.1, Veerle Rijckaert and Charlotte Boone (Alice down the rabbit hole).
This article builds on publicly available B-Trust deliverables, in particular D1.3 Finetuned co-creation methodology and D2.1 Outline of co-creation trajectories.
Co-creation in action: what we are learning from the B-Trust Biotech Co-Creation Cases
From lab concepts to real-world conversations, why context changes the trust conversation in biotechnology
Biotechnology does not live in a vacuum. The same innovation can look like a promising solution, a potential risk or simply something irrelevant, depending on who you are, where you live and how you experience the food system or the bioeconomy in your daily life.
This is why B-Trust works with concrete biotechnology cases rather than speaking about biotechnology in general. The project focuses on specific applications in the agri-food and bio-based sectors, around which tailored co-creation trajectories are designed. Each case becomes a real-life laboratory for understanding how trust is built, lost or repaired.
From abstract technology to concrete cases
Biotechnology often starts its journey in research labs and innovation pipelines. But when it reaches farms, factories, supermarkets or public spaces, questions multiply. Who benefits from this technology? What are the risks this technology brings and who is exposed to them? How does this affect local communities and our environment?
B-Trust uses six biotech cases to develop a methodology designed to bridge this gap. For each case, partners look at a particular application of biotechnology in a clearly defined context, involving agri-food production, processing or bio-based materials. They identify the actors that are most directly affected, the wider group of stakeholders with a say in the debate, and the kind of hopes and concerns that are already visible or likely to emerge.
In other words, each case starts with a simple but powerful ambition: to talk about this specific biotech application with the people whose lives, work or environment it touches.
The six biotechnology cases that shaped the B-Trust methodology
The cases were not chosen at random. They were meant to cover different beneficiaries, different goals and applications, and different levels of development, outreach and awareness. Country partners looked at where biotechnology is already very present in research and industry, where political and public debates are heating up, and where their stakeholder networks could bring in rich and diverse perspectives. Each country prioritised the cases that best matched its context and expertise, with some cases deliberately explored in more than one country to compare how trust issues evolve in different contexts.
This case focuses on precision fermentation, sometimes called “cell factories”, that can produce ingredients such as milk proteins, proteins for feed applications, flavourings and speciality additives. It was selected because the research and biotech communities in the partner countries are very active in this field, concrete applications already exist in pharmaceutical and food contexts, and industry is exploring many more.
Here the spotlight is on biotechnologically produced bio-based materials that can replace fossil-based, non-circular options. It was chosen in a context where there is already a strong bio-based industry and a clear interest in moving towards more sustainable materials.
This case looks at biostimulants and biofertilizers as alternatives to conventional fertilisers and pesticides. It is particularly relevant in regions where over-fertilisation, water quality and nitrogen pollution are high on the political agenda and widely covered in the media.
This case addresses biotechnological approaches to crops that are more resilient in a changing climate. It was selected in a context with a history of test fields for genetically modified climate-resilient crops and strong public debate, including protests and actions by civil society groups.
This case explores cellular agriculture for meat replacement, including cultured animal cells and microbial cells for direct consumption. It is especially interesting in countries where policy choices diverge, for example where one country has banned cultured meat while another is actively investing in this emerging industry.
Here the focus is on using bacteriophages to reduce the need for antibiotics in sectors such as pork production. It was chosen in a context where intensive livestock farming and overuse of antibiotics have triggered government action and increased public awareness around the impact of antibiotic-resistant microorganisms
Together, these six cases cover a wide range of biotechnology applications, from ingredients and materials to crops, animal health and future food options. They allow B-Trust to observe how trust in biotechnology plays out across different sectors, policy debates and cultural contexts.
Designing trajectories, not one-off events
Once a case is defined, B-Trust does not jump straight into a single workshop or public event. Instead, the project designs a co-creation trajectory: a sequence of interactions that makes sense for the technology, the context and the people involved.
Some trajectories begin with in-depth interviews and small group conversations to understand existing perceptions and language around the technology. Others start from farmers or workers and their practical questions, or from concerns voiced by environmental organisations or consumer groups.
Across all cases, the logic is the same. Trajectories are built as waves of interaction that can include citizen or consumer sessions, workshops with farmers and primary producers, dialogues with organised civil society and exchanges with industry or public authorities. At each step, B-Trust listens for potential trust barriers, explores where expectations do not match and identifies what kind of interventions, engagement, shared decision-making or information could move the conversation forward.
Why context matters for trust
One of the emerging insights from these cases is that there is no single rule for trust that applies to every context. The same type of biotechnology can raise different questions in a region where agriculture is highly industrialised compared to a region where small-scale or family farming dominates.
In some contexts, people focus on long-term environmental impacts and the balance between technological solutions and nature-based approaches. In others, issues like market power, fairness in value chains or the resilience of local economies come to the forefront.
By working through concrete cases and trajectories, B-Trust can capture these nuances instead of assuming that one message, one intervention or one governance recipe will work everywhere. This is essential if Europe wants to design biotechnology governance models that are legitimate and responsive to people’s real experiences.
Feeding into the B-Trust governance model
Insights from the trajectories feed into actor-specific trust-building measures, cross-cutting principles and practical recommendations for governance. They also help refine the overall B-Trust pathways to impact by showing, in real time, what kind of engagement practices are most promising for different types of biotechnologies and contexts.
Ultimately, the ambition is that what is learned in these cases can be scaled and adapted. Other projects, regions and initiatives will be able to draw on B-Trust’s experience to design their own co-creation trajectories and governance approaches, grounded in the reality of people’s lives rather than in abstract assumptions about the public.
By Sofía Ros (Cluster FOOD+i), B-Trust communication lead
The article was prepared in close collaboration with the authors of B-Trust deliverables D1.3 and D2.1, Veerle Rijckaert and Charlotte Boone (Alice down the rabbit hole).
This article builds on publicly available B-Trust deliverables, in particular D1.3 Finetuned co-creation methodology and D2.1 Outline of co-creation trajectories.
B-Trust
Th B-Trust project aims to develop a transparent governance model that promotes the application of biotechnology in the agri-food and bio-based sectors. This model works towards improving industrial competitiveness and contribute to environmental, economic, and social sustainability, aligning with the UN Sustainable Development Goals.
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