Pilots

TEALHELIX

PILOTS

6 European Countries

TealHelix will deploy 6 pilots in 6 respective European Countries: Lithuania, Latvia, Estonia, Greece, Poland and Germany. Our partners aim to use their expertise in testing the means of sustainability information presentation, pre-testing consumer interversions in an interactive shopper environment and then testing consumer interversions in a real-life setting by integrating our AI apps HowiBuy and LabelGuide in existing retail systems.

For more information on each pilot, click on the respective country.

ESTONIA

GERMANY

GREECE

LATVIA

LITHUANIA

POLAND

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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.

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GERMANY

In Germany, the pilot will be conducted in sophisticated retail environments, where sustainable food labelling is viewed more positively. The focus will be on high-tech retail solutions, such as interactive displays and augmented reality, to increase consumer engagement with sustainability labels. Testing will include a variety of labels and claims, as well as innovative approaches like loyalty systems and personal shopping assistants. The goal is to assess the effectiveness of these tools in influencing consumer behaviour in a market with a higher level of positive attitudes towards sustainability.

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POLAND

Focuses on testing high-risk, high-gain interventions to promote sustainability labels among resistant consumers. Local partners will tailor and refine approaches, using real-life trials to overcome barriers and provide insights for engaging challenging consumer segments. Efforts will include evaluating the effectiveness of behavioural measures and identifying cultural and contextual factors impacting adoption. Findings will inform the design of tailored communication strategies. The aim is to develop scalable solutions that address local resistance while fostering broader acceptance of sustainability labelling.

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LITHUANIA

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LATVIA

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GREECE

The Greek pilot will be located in a local marketplace, supported by a partnership with UoM, a regional organisation with strong ties to diverse retailers. The pilot will test labelling approaches in both physical stores and online marketplaces, targeting vulnerable consumers with tailored interventions. The BetterMe AI app will be integrated into the retailer’s systems, enhancing the personalised experience. The Greek pilot aims to explore the potential of sustainable food labels in a context where consumer attitudes towards sustainability are more varied and less uniformly positive than in Germany.

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ESTONIA