Crazy Little Thing Called: Shaping the Future of Food - Connecting Consumer Data, Retail Action, and Education to Drive Systemic Change​

Transitioning to resilient agriculture requires more than field-level innovation; it demands a clear market pull. Drawing on actionable evidence from the EIT Food Consumer Observatory, this session explores how consumer data, retail strategy, and education intersect to scale climate-resilient crops from farm to shelf. We will examine what the data reveals about shopper trust and purchasing drivers, and how consumer empowerment can bridge the intention-action gap by translating abstract farm resilience into tangible benefits like nutrition, taste, and food security. Together, panelists will assess the commercial attractiveness of resilient products for retailers, identify strategies to raise awareness and upskill the value chain workforce, and discuss how resilient crops can guide product development to satisfy evolving consumer demand.