Consumers' Understanding of Eating Sustainably (CUES) Aims to Revolutionize Food Choices for a Greener Future

Consumers face significant challenges when trying to switch to sustainable food options. The lack of readily available and easily understandable information about sustainable food can leave consumers feeling uncertain and skeptical about making the switch. Additionally, the existing food value chain often promotes and distributes unsustainable food options, making it harder for consumers to make informed and eco-friendly choices.

Triple Change

The Consumers' Understanding of Eating Sustainably (CUES) aims to make sustainable food more desirable and trustworthy for consumers while benefiting the environment, society, and the economy. The researchers set to develop a Triple Change that encompasses culture, food value chain, and policy. TU/e researchers Maral Mahdad and Arjan Markus are part of the team led by Erasmus University, which was granted a 6.5 million funding by Horizon Europe..

Co-Designing

CUES takes a new perspective to tackle these obstacles. By co-designing scientific methods and approaches, the project aims to bridge the gap between sustainable food options and consumer knowledge and behavior. The researchers also seek to identify the most effective persuasive cues that will encourage consumers to adopt sustainable eating habits.

All stakeholders

One of the key aspects of the CUES project is its multi-actor participatory approach, which actively involves consumers, food value chain actors (including producers and distributors), and policymakers. This collaborative effort addresses the complex interactions within the food system and will bring all stakeholders together to effect real change.

Maral Mahdad is excited about CUES potential impact, "Enter the enchanting world of CUES—a rare project engaging all value chain actors, from producers to communities, for profound cultural, industrial, and policy change in food choices. With ambitions to inspire 100 innovators and educate 40,000 citizens, CUES unites influential organizations like EIT Food and ICLEI, along with 21 other members, creating a powerful force driving positive transformation in the food value chain. Brace yourself for an extraordinary journey of innovation and impact by following CUES."

Arjan Markus: “The CUES project plans to develop nine interventions and engage in policy dialogues to dismantle the barriers that hinder sustainable food practices. We aim to equip actors in the food value chain with tools and strategies to shift away from unsustainable practices and promote more eco-friendly options. By creating a learning community and behavior change toolkits, we strive to inform, motivate, and engage at least three million consumers, encouraging them to increase their consumption of sustainable food. Through this project, the food system takes a significant step towards a greener and more sustainable future.”