The FoodDataQuest project aims to promote sustainable and healthy diets by combining public and private data, engaging stakeholders across the food chain, and leveraging four usecases. Utilizing various data sources and fostering enhanced data sharing, it will provide insights driving the shift toward healthier diets. Through a multi-actor approach, FoodDataQuest will co-create and test advanced AI and ML-powered solutions. This initiative stands for a fair, healthy, and eco-friendly food system, ensuring data openness while safeguarding stakeholders’ privacy.

 

Thank you for joining us for Synergy Days 2025. FoodDataQuest is already part of the Synergy Days community, where do you see the most added value for your work? 

 

This will be our second time. We really enjoyed the previous edition in Barcelona. As a small project, we had the courage to organize three workshops, which turned out to be a great added value for our ongoing research. We also identified a few projects we could potentially synergize with. Based on that experience, we see two interrelated areas that bring clear added value: (a) networking and creating synergies, (b) through workshops, getting access to a room full of experts in your topic - offering a great platform for validating results and discovering unknown knowledge. 

 

What inspired the creation of your project? 

 

Our project is a Horizon Europe Innovation Action. Like many other projects, the big question is: how can we actually integrate AI, data, and digitalization into our food chains - with sustainability in the background? Sure, in theory, you can say things like “we’ll build AI models,” “we’ll share data”, “we’ll create trust, frameworks, reference architectures”, and so on. And yes, we know all of that! But what we really want to do is show that it’s possible. So we’re showcasing this through four different use cases: olive production, hospital food waste, a full farm-to-fork chain, and one focused on consumers’ perceptions of data and privacy when it comes to AI and food for sustainable, healthy diets.

 

What are some of the biggest challenges your project is currently addressing in terms of scaling digital innovation within the agri-food sector? 

 

Besides developing the business, legal, framework, and IT components needed for it, the real challenge we’re tackling is actually getting the different actors in the food chains to sit at the same table, define common goals around digital innovation, and work towards them together.

 

Can you share some key lessons you have learned so far? 

 

Yes! based on the progress we have made so far, there's clearly a lot of potential - especially when you are really focused on creating value. Let me keep it short. One key thing is that you have to be able to recognize value in all kinds of data and actors. In our project, we actually call these “unconventional data” and “unconventional players”.

Then there is this whole other layer, which is about how you bring different players in the value chain together - getting them to connect and align on shared goals. That brings up a lot of questions: what resources are available (like AI models, platforms, etc.)? How do we build trust? And from a technical side, how do we actually connect everything - what kind of data architecture, models, and user experience do we need?

For each actor in the chain, the main question becomes, “What’s in it for me?” And what’s really interesting is - even with all the complexity - it can work. These players actually come together and develop digital and AI-driven solutions that improve their processes. And even better, these solutions support sustainability and promote healthier diets, which is the scope of our project.

From the consumer side, we ran a large-scale survey, and the leading partner found out that: consumers are actually willing to share their data if it helps promote sustainable and healthy eating. So, despite the hesitation and complexity, there’s clearly a strong willingness and potential to move toward digital solutions.    

 

How do you see emerging trends like AI, IoT, and blockchain shaping the future of the agri-food sector, and how is your project/EDIH exploring or implementing these technologies? 

 

There is definitely a clear trend when it comes to using these kinds of technologies. Honestly, it is not entirely new to me. There is always been some form of technology used in food manufacturing and retail—even older tech. But what’s different now is that it feels like there is a global boom happening around AI, IoT, blockchain, data, and so on.

If you look at the Draghi report, for example, you could say that nearly 30% of it—covering vertical sectors and horizontal themes like skills and innovation—is focused on boosting digitalization and the vertical integration of industries. It’s being positioned as one of the key tools to clean up and electrify the economy, and to tackle challenges like labor shortages, sovereignty, productivity, and decarbonization.

You can also see this direction reflected in the agriculture and food 2040 vision. So with all this momentum—from government initiatives to industry shifts—I think we are going to see major progress both in the development of new tech and in how widely it’s adopted across different players and value chains.

And honestly, if you are an actor in the system and you choose not to get on board with these technologies, you might start feeling like you’ve missed the train. Eventually, social and market pressure will likely push you to adopt at least some of what’s available.

Our project, in simple terms, is very much aligned with this bigger picture. We are focused on showing how AI can be integrated into food value chains through four distinct use cases.    

 

What are the key factors that will drive or hinder the widespread adoption of digital technologies in the agri-food sector in the coming years? 

 

I like to rely on a combination of traditional innovation diffusion theories and institutional theory. I understand the situation is more complex than that, but hear me out.

First, we need viable solutions and technologies—and I believe these already exist or are currently in development, depending on the specific need. Overall, attention to digitalization and AI has significantly increased in recent years. With this in mind, we can assume the presence of at least a group of early adopters who serve as first movers in the field.

However, the subsequent diffusion process relies more heavily on social mechanisms. Beyond the success of these first movers, we also need broader social support systems, such as legislative frameworks that legitimize digital technologies. For example, initiatives like the AI Act and Data Act are steps in that direction, although they are still being developed and tested. Another important social mechanism is the role of professional associations, which can create normative pressure by recommending or endorsing the use of AI and digital solutions. I believe advisory groups will also play a crucial role in facilitating widespread adoption.

Of course, I’m leaving out classical economic instruments like government financial incentives, but these can also contribute—especially when targeted toward the development of viable AI and digital technologies.

 

How do you ensure that the solutions you develop are adaptable to the diverse needs and capabilities of farmers, food producers, and other stakeholders across Europe? 

 

We are relying on four diverse use cases, each involving different types of actors. These cases serve as the basis for developing broader theories on how to integrate AI and digital technologies into the food value chain. Of course, generalization is challenging. Nevertheless, our approach is to draw inspiration from these use cases and then explore both the existing literature and real-world developments as well as other EU projects to develop a sort of blueprint. This blueprint will outline how to design and monitor use cases. It will include several key dimensions to consider and frame, such as regulations, governance, business models, technical infrastructure, and more. Through this approach, we hope to provide at least some meaningful insights into the broader picture.

 

What opportunities do you foresee for further collaboration between research, policy and private sector actors to drive forward digital transformation in agri-food? 

 

I personally believe that innovation-action EU projects are already quite valuable for promoting a more pragmatic approach to transformation. In general, government spending in the R&D sector should perhaps be increased through additional means and instruments. What remains crucial is ensuring that this transformation is meaningful. That means supporting all actors to collaborate effectively and providing them with the necessary tools - while ensuring that these efforts contribute to a sustainable future (whatever that may entail).

We should also be careful not to create conditions that worsen inequalities in our societies. To me, this is the tricky part - and perhaps the reason why it's essential to involve research and policy groups alongside the private sector. 

 

And lastly, what is for you the potential of communities such as Synergy Days to contribute to that? If so, would you encourage others to join it?

 

We enjoy connecting with other projects, as many of them have scopes that are not identical but closely related to ours. Events like this offer a valuable opportunity for everyone to come together. Personally, I believe the networking aspect of the program outweighs many of its other benefits. That is why I encourage everyone to participate with a networking mindset. The outcomes can be quite compelling when similar - yet distinct - projects collaborate, share data, experiences, and use cases. Together, we can generate more generalizable insights into the digital transformation phenomenon. 

 

Want to meet them and learn more about the project? Join FoodDataQuest at Synergy Days 2025! Register here.