Funding source

January 2024 to December 2026

Project URL

Coming soon

Project information
Thematic keywords

  • Food waste
  • Marketing innovation
  • New business opportunities
  • Policy impact
  • Societal impact
  • Marketing standards
  • Food value chain
  • Multi-actor approach
  • Transdisciplinary research
  • Food waste estimation models
  • Alternative marketing models

Project narrative

In a world where food waste remains a significant concern, ROSETTA delves into the intricate relationship between marketing standards and the disposal of perfectly edible food. Our reliance on aesthetic and expiry criteria contributes to a staggering 71% of food waste in the EU. While EU marketing standards prioritize financial aspects, ROSETTA recognizes the need for a comprehensive approach, considering social and environmental impacts.

The project aims to revolutionize our food system by establishing Multi-Actor Innovation Platforms (MIPs) across Europe, engaging key players in the food value chain. Through in-depth analyses, surveys, and engagement with stakeholders, the project assesses regulatory frameworks, private standards, and estimates food waste amounts attributed to marketing standards. The pilot cases span Europe, transforming food waste challenges into opportunities. From Ireland’s focus on imperfect vegetables to Denmark’s tackling of dairy wastage, each pilot addresses specific aspects, fostering sustainable alternatives. The ultimate goal is not just to analyze but to co-create and implement alternative marketing models, considering trade-offs and conducting Life Cycle Sustainability Assessment. ROSETTA aims to provide actionable recommendations to policymakers, regulators, business and marketing standards owners shaping a more sustainable and efficient future for the food industry.

We are responsible for the design and implementation of the communication and dissemination strategy and the project’s communication activities. In addition, we are responsible for conducting an online survey targeted to consumers of at least 10 EU countries.