EIT Food Consumer Engagement Labs | co-creation
Consumer Engagement Labs are collaborative, pre-competitive workshops where groups of consumers—selected according to specific segmentation criteria—gather for focused, time-limited sessions dedicated to generating and developing new product concepts. Unlike traditional sensory panels and consumer surveys, our Labs focus on creating innovative, never-before-seen combinations of product features and benefits, rather than testing existing samples.
Developed by the University of Warsaw between 2019 and 2020, the RIS Consumer Engagement Labs methodology draws on expertise in anthropology, psychology, consumer behavior, and innovation management. It applies design thinking and gamification principles to tackle challenges within the European food system and supports the implementation of the EIT Food RIS Strategy, strengthening innovation ecosystems in targeted RIS countries.
SENIORFOOD
SENIORFOOD is one of the six winning projects in 2025 at the European level under the EIT FOOD program and is the only one taking place in Italy. The initiative is led by CNR ISPA – Institute of Sciences of Production of the National Research Council in Bari and Società Agricola Colle di Seta, with the support of the European multi-actor platform on food safety and sustainability EU FOOD SAFETY PLATFORM.
The project, part of the European initiative EIT Food Consumer Engagement Labs, involves four online sessions with consumer groups aged over 60, guided by experts using the international method developed by the University of Warsaw. These sessions, running from September to October 2025, enabled selected participants from across Italy to actively contribute to designing a new food product that the participating company plans to launch in 2026. The project aims to enhance the value of traditional vegetable varieties and produce from the Apulia region.
This initiative offers a unique opportunity for seniors to shape the future of food innovation by sharing their preferences and insights, driving the creation of healthier, culturally valuable products on the market.
Why it is important?
The importance of SENIORFOOD lies in its focus on addressing key nutritional challenges associated with aging. These include the increasing need for high-quality plant-based proteins, improved digestibility, and overcoming difficulties related to chewing and swallowing. Additionally, the project tackles common deficiencies in essential vitamins and minerals among the elderly. Beyond nutritional concerns, it aims to promote healthy lifestyles that support successful aging, foster social inclusion, and advance environmental sustainability. Central to its approach is empowering older adults to play an active, proactive role in driving agri-food innovation within their local communities, thereby ensuring that solutions are both relevant and impactful.
Next Steps & Updates
The partner company Colle di Seta will test four selected products, each co-created by the participant groups, and develop a business plan and feasibility study to launch a new food product on the market in 2026.
Colle di Seta is an Apulian company that integrates cultivation, processing, and direct sales of fruit and vegetable-based products, with a strong commitment to scientific research and sustainable food innovation.
On November 28, 2025 a project partners’ meeting with the University of Warsaw will be held in BAri, at CNR ISPA headquarters to share the experience, results and achievements obtained in this first phase. A visit to the Azienda Agricola COLLE DI SETA will be organized to Ruvo di Puglia .
SENIORFOOD Team
Dr. Marco Montemurro
Lab Facilitator
CNR ISPA
Martina Loi
Lab Facilitator
CNR ISPA
Maria Cefola
Lab Facilitator
CNR ISPA
Nunzia Cito
Lab Facilitator
EU FOOD SAFETY PLATFORM
