Why do some promising agri-food innovations fail to scale? Often, it’s because they miss the mark with those who matter most: the end-users. From farmers to consumers, involving stakeholders early, not just informing them, is key to building trust and ensuring relevance.

This article explores why engaging stakeholders across the agri-food and bio-based sectors is no longer optional, and how co-creation can transform resistance into support, doubt into trust, and ideas into impact.

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This project is funded by the European Union’s Horizon Europe programme 2021-2027.