During the 11th International Conference on Food Chemistry & Technology held on 15-17 October in Rome (Italy), EXCEL4MED partners Alistair Grima and Emma Cutajar from The Malta Chamber and Malta Food Agency showcased the project’s latest achievements through two scientific posters, described below, highlighting sustainable agri-food innovations.

Consumer acceptance of bioactive-enriched foods

One of the highlights was the presentation of the poster “Consumer Acceptance of Bioactive-Enriched Foods Derived from Citrus and Pomegranate Residues: Insights from the EXCEL4MED Project”.

Our project explores how citrus and pomegranate by-products can be transformed into high-value bioactive compounds to enrich traditional Mediterranean foods. This approach tackles two major challenges at once: reducing food waste and enhancing nutritional value.

A survey conducted across Malta, Greece, and France revealed that consumers are generally curious and open to trying bioactive-enriched products.

However, willingness to pay a premium above 5% remains limited, mainly due to scepticism around food additives and a cultural preference for minimally processed, traditional foods.

Living Labs: where ideas meet real life

Another central focus was the presentation of the poster “Living Labs for Sustainable Agri-Food Commercialisation”.

Living Labs are real-world, multi-stakeholder innovation ecosystems that bring together farmers, processors, researchers, policymakers and businesses. Within EXCEL4MED, Living Labs in Malta and Greece applied tools like the Triple Layered Business Model Canvas to map economic, environmental and social value across supply chains.

Outcomes included:

• Identification of opportunities for food waste valorisation;
• Detection of gaps in stakeholder alignment;
• Enhanced innovation capacity for enterprises.

By offering real-world testing environments, improved knowledge flows, and integration of governance and ESG principles, Living Labs provide the conditions needed for sustainable innovation and successful commercialisation.

They also align closely with European policy goals, including the European Green Deal and Farm to Fork Strategy, promoting climate-neutral and resource-efficient food systems.