Our Vision
About the TealHelix project
The TealHelix is an EU funded project which aims to empower consumers through personalised and inclusive approaches to food sustainability.
To do so, TealHelix uses motivational matching to develop labelling strategies and digital innovations that will address consumer resistance to sustainability and improve decision-making. Operating across six pilot countries (Germany, Lithuania, Latvia, Estonia, Greece, and Poland), it will combine life cycle analysis, results from research in social and economic contexts, and consumer behaviour theories.
The project will test traditional, digital, and smart labelling methods in retail and online settings, and it will establish integrity guidelines and industry standards. Drawing on interdisciplinary expertise, big data, and AI-powered tools, TealHelix will promote sustainable food practices and create strategies to engage diverse consumers effectively.
Why is it important?
Consumers have been surrounded by adverse food environments due to established norms around food, cultural practices and marketing campaigns. Furthermore, food labelling itself has been plagued by green washing, dark semi-official labels and dark nudging practices, increasing the lack of consumer trust and skepticism. TealHelix will advance the state-of the-art through a targeted approach to labelling, offering empowerment through personalisation and inclusion. Specifically it will:
Prioritise real consumer behaviour data
Focus on observing and analysing actual behaviours in real-life settings, integrating data from media planning reports, social media, and retail environments to ensure more accurate predictions of consumer actions.
1
Raise motivation through personalised interventions
Address low motivation and resistance to sustainability by testing tailored behavioural strategies based on beliefs, norms, social influences, and the needs of vulnerable consumers.
2
Innovate and integrate smart retail technologies
Explore how advanced retail tools, such as smart electronic shelf labels and AI-driven shopping assistants, can interact with labelling approaches to influence sustainable consumer choices at the point of purchase.
3
Project Information
Project information: Building Resilience Through Inclusive and Personalized Food Labeling
TealHelix is a Horizon Europe project with a total duration of forty-eight (48) months and a total budget of 6.5M
Project Acronym
TealHelix
Grant agreement ID
101136955
Funding Scheme
Horizon Europe
Start Date
1 September 2024
End Date
31 August 2028
Duration
48 months
Funded under
Food, Bioeconomy Natural Resources, Agriculture and Environment