Reducing food waste due to marketing standards through alternative market access (GA No 101136427)

Logo of the project "ROSETTA"

Funding Source

European Research Executive Agency (REA)




1 January 2024 – 31 December 2026 (36 months)

Total budget



Q-PLAN role

Project Coordinator

Contact person(s)

Eirini Efthymiadou (, Evangelos Genitsaris (



ROSETTA sets out to deliver reliable evidence, produced through transdisciplinary research with the engagement of multi-actors from the agri-food value chain of selected food commodities (fruit & vegetables, cereals, dairy and meat) that a) estimates food waste generated by the use of marketing standards along the whole value chain, b) co-defines and validates sustainable solutions for the valorisation of that waste, and c) assesses trade-offs.

It appears that a substantial amount of food waste may be due to marketing standards, yet there is very limited concrete evidence on how much, why and how to address it. There is a need to deepen our understanding and identify solutions to prevent and reduce food waste along with any trade-offs, by improving the business potential of suboptimal foods. Thus, the current framework of marketing standards of food commodities at international, EU, national and private level, will be analysed, and the reasons for their establishment will be assessed.

An operational plan will be developed to deploy pilot experiments in use cases across five (5) EU countries, to test sustainable solutions for alternative market access of suboptimal foods, including processing and other strategies as well as changes in social practices. Each use case pilot experiment will be led by a private marketing standards owner or a network cluster in the value chain and will focus on one or more of the four (4) selected food commodities, namely fruit & vegetables, cereals, dairy and meat. A comparative analysis of the data collected from both lab and field research, combined with a Life-Cycle Sustainability Assessment (LCSA) study, will validate and optimise the use-case tested solutions, which are expected to reduce food waste due to marketing standards by 60% – 80%. The validated and optimised solutions will provide insights for knowledge transfer and identify opportunities for social learning. Insights will be used to develop replication guidelines and policy recommendations, addressed to food businesses, marketing standards owners, policy makers and regulators, to help revise or design marketing standards and support future policy development, in order to prevent and reduce food waste.

Q-PLAN responsibilities

  • Project Coordinator
  • Leader of the set up and operation of the five Multi-actor Innovation Platforms (MIPs)
  • Advisor to the Greek use case Multi-actor Innovation Platform (MIP)
  • Leader of synergies and clustering with other projects and initiative