CREDA organizes an experimental auction for the CO-FRESH project

  • On 19 and 20 December a total of 300 consumers will participate in a study on the influence of aspects such as purchasing behaviour, consumption perception or sociodemographic characteristics
  • Florette, a Navarrese company dedicated to the distribution of fresh vegetables, will collaborate in the realization of the event
  • The CO-FRESH project, part of the European Union’s Horizon 2020 programme, aims to develop techniques and tools to redesign fruit and vegetable value chains

December 15, 2023

The Centre for Agrifood Economics and Development has organized an experiment in auction format for the European project CO-FRESH during the 19th and 20th of December at the Catalonia Barcelona Plaça Hotel (Plaça d’Espanya 8, 08014). The Navarrese company Florette company, dedicated to the production and distribution of fresh vegetables, will collaborate in the test with the provision of prepared salads.

During the conference, a total of 300 consumers will participate and will be divided into 15 groups of 20 people. Participants will collaborate in a study comprising three independent rounds and a questionnaire that will address aspects such as: (1) buying and consuming behaviuor, (2) personal values and attitudes, (3) consumption perception and (4) sociodemographic characteristics.

With the realization of this experiment, the CREDA team aims to collect information on the perceptions and preferences of end users regarding food in general, but also regarding salads, since these are one of the main products distributed by Florette.

The CO-FRESH initiative is part of the Horizon 2020 program of the European Union, and aims to develop techniques and tools to redesign the agri-food value chains of fruits and vegetables. Thus, CO-FRESH intends to work with 7 pilot cases representative of the European sector to ensure the intelligent integration of models and innovations.

The performance of the auction will be divided into three rounds in which the participants will have to bid for two different salads, one with conventional packaging (recyclable) and another totally biodegradable. The rounds shall be distributed as follows:

  • First round: focused on product claims.
  • Second round: on the evaluation of material without packaging impressions.
  • Third round: about the evaluation of the material with packaging impressions.

Once each round is over, the organization will collect and rank the bids of the participants, rewarding the four best bets with a salad at the price of the fifth-highest offer.

Djamel Rahmani, Dr. in Economic Analysis and Business Strategy, works on the project with Dr. Yan Jin, Dr. Bouali Guesmi and Dr. Jose Maria Gil, and PhD student Kenza Goumeida. For Rahmani, CO-FRESH “is one of the best European projects in which we have participated, mainly, for its methodology and approach”, which aims to make the 7 selected value chains more sustainable. “CO-FRESH started with an analysis of the current situation of each chain that later allowed us to organize participatory co-creation activities with all stakeholders. Now we have to evaluate the impact of the innovations implemented with respect to social, economic and environmental sustainability”, explains the doctor.

In addition, carrying out this experiment with Florette “seeks to evaluate whether consumers are willing to pay a ‘prize’ for the purchase of lettuce with 100% degradable packaging compared to others with conventional packaging”, says Rahmani. Thus, “this day will not only provide us with valuable information about food purchase decisions, but will also allow us to know the preferences of end users in front of one of the innovations co-created and implemented within the framework of the project”.

Co-FRESH, which began in 2020 and aims to end in March 2024, brings together key actors from the 7 value chains studied: Agriculture, production, cooperatives, technological and non-technological solutions, and sustainability and consumer acceptance. The initiative is led by the National Center for Food Safety and Technology of Navarra (CNTA) and has a total of 27 participating entities.