Understanding consumer preferences is a key step towards building more transparent and sustainable food systems. Within EXCEL4MED, this perspective is explored not only through research and innovation, but also by listening directly to the people who shape demand every day.
A recent video, produced by our partner Koperattivi Malta, captures this approach in action at a farmer’s market in Malta, where our partners spoke with Amy, a consumer sharing her thoughts on what matters most when choosing fruit.
Listening to consumers at the source
Rather than relying solely on surveys or assumptions, EXCEL4MED places emphasis on real-world interactions. At the market, conversations with shoppers reveal the everyday considerations behind food choices, ranging from quality and freshness to trust, origin and sustainability.
Amy’s perspective offers a snapshot of how consumers engage with food decisions in a practical setting, where values and habits intersect.
Through EXCEL4MED, voices like Amy’s contribute to a broader understanding of how fruit supply chains can become more sustainable and responsive. These insights help highlight the importance of supporting local farmers while encouraging responsible production practices.
Consumer awareness plays a crucial role in shaping demand for more sustainable products, ultimately influencing how food systems evolve.
