TealHelix is dedicated to offer new perspectives around sustainable food labelling, targeting multiple consumer groups, including resistant and vulnerable consumers. The objectives of the project are designed to support a transition to a transparent and inclusive  food systems.

Here is what TealHelix aims to achieve:

The TealHelix methodology harnesses the interdisciplinary and trans-disciplinary expertise of the consortium, drawing from fields such as marketing, consumer behaviour, psychology, environmental and information sciences, as well as communication, retailing, and standard-setting industries. The project aims to develop innovative approaches to studying labelling methods, generating original empirical evidence through advanced techniques such as big data analysis, large-scale surveys, experience sampling, and micro-level experiments. Methodologically, the project will explore novel insights using state-of-the-art tools, including the measurement of implicit reactions, real-time experience sampling, and machine learning for the analysis of big online data. The scientific and empirical findings will then be integrated into digital social innovations, powered by AI and gamification-driven, user-oriented tools, to support effective labelling solutions.

The project follows an integrative approach by including the following stages:

• In within the preparation stage, we will use trans-disciplinary research to gather scientific insights about the impact of external factors on consumer behaviour. We will create an inventory of labelling approaches, employ data scrapping to extract online data on consumer response to sustainability information and research the factors influencing consumers and the efficiency of existing sustainable food labeling schemes.
• At the development stage we will assess the effectiveness of food sustainability dimensions, on the sides of the environment and the consumer, design behavioural interventions, engage citizens in co-creating labelling frameworks and create gamified tools to improve consumer decision-making.
• During the pilot testing real-life we will test and validate the behavioural inteventions in online and real-life settings.
• Finally, we will evaluate our results and build Branding and Social Media guidelines for food information provision, we will share policy recommendations, communication strategies for food sustainability and set integrity standards for the industry. This stage includes all the measures ensuring the project results are continue to be valorised after the end of the project.