Short Title:

Shaping Technology by Participation along the Agro-Food Chain

Short Description:

Shaping a new technology by participation of consumers and co-operation along the agro-food chain

Precision farming has not only technical aspects and concerns not only farmers. The integrated project pre agro complements the analysis by the perspective of the agro-food value adding chain: food processing industry, retailers and consumers. Sub-project 2 (“Shaping a new technology by participation of consumers and co-operation along the agro-food chain”) analyses communication and participation processes between farmers, food industry, retailers and consumers. Focus groups and product panel sessions are used to investigate current practices and discuss priorities concerning the key criteria in which precision farming could make the difference: food safety, transparency and sustainability (economic, ecological and social). The results are shared within the project and used to optimise the development of the new technology with respect to the demands of consumers and the agro-food chain.