ESTONIA
Lithuania, Latvia, and Estonia: The pilot in these countries will focus on both in-store and online testing of sustainable food labelling approaches. Set within Rimi Baltic, one of the largest retailers in the Baltic States, the pilot will test smart retail technologies like electronic shelf labels and LCD screens at point-of-sale. The integration of AI-based apps, such as BetterMe, will allow personalised recommendations based on user data. This multi-faceted approach aims to enhance sustainability awareness among consumers, with a particular focus on addressing attitudes towards sustainability that may be less receptive compared to the EU average.