Both consumers and regulators are asking for trustworthy sustainability information. New EU rules such as the Corporate Sustainability Reporting Directive will require detailed, standard formats. By going beyond climate alone, the project prepares food businesses for these rules and helps them make real improvements.

A New Standard for Food Labelling

The project delivers a standardized, science-backed digital labelling framework that translates complex sustainability data into clear insights for consumers, while helping retailers and brands drive demand for sustainable products. By providing clear, actionable insights, FULAB empowers consumers to make choices that align with their values—whether that’s supporting biodiversity, reducing plastic waste, or combating climate change.

“At inoqo, we believe labelling should do more than inform—it should empower,” said Markus Linder, CEO of inoqo. “With FULAB, we provide consumers and businesses with accessible sustainability data aligned with regulations, driving a climate-resilient food system.”

Key outcomes of the initiative include developing a robust methodology for assessing biodiversity and packaging impacts, conducting consumer behaviour studies to optimize label effectiveness, running proof-of-concept trials with major retailers to validate engagement, and expanding market adoption across the grocery retail sector. Together, these efforts will set a new benchmark for transparency and sustainability in the food industry.

Collaboration with Wageningen University & Research

Wageningen University & Research (WUR), a global leader in agricultural and environmental research, plays a key role in the success of the project. With expertise in consumer behaviour and environmental impact assessments, WUR ensures the labelling framework is both scientifically rigorous and consumer-friendly, driving sustainable purchasing decisions. This partnership combines WUR’s research strength with inoqo’s powerful Product Impact Assessment (PIA) platform to maximize impact.

Dr. Marleen Onwezen, Special Professor of Consumer Behaviour at Wageningen University & Research, emphasized the significance of this collaboration:

"By leveraging our expertise in behaviour change, we aim to develop more effective labels that support sustainable consumer choices and contribute to a more transparent food system."

She further highlighted the practical impact of this initiative, stating:

"We are excited to begin this collaboration and look forward to working with inoqo to bridge the gap between science and practical application."

What’s Next

As the project launches, it will set a new standard for transparency and sustainability, benefiting the entire food system and creating value for:

Consumers: Will gain access to reliable, easy-to-understand information on climate, biodiversity, and packaging impacts. This transparency will empower them to make sustainable choices, build trust, and drive demand for eco-friendly products.

Producers: Will enhance product sustainability through clear, transparent criteria, gaining a competitive edge in the market. The platform’s data-driven approach will help them meet regulatory requirements.

Grocery Retailers: Will streamline the creation of impact labels, boosting consumer trust and increasing demand for sustainable products. Retailers will also gain valuable insights to reduce their environmental footprint and ensure effective compliance with regulations like CSRD, SBTi, and the Green Claims Directive.

By participating, retailers can help shape the future of food labelling, meet evolving consumer expectations, and strengthen their sustainability efforts. For consumers, FULAB offers clarity and confidence in their choices.  Pilot projects will run throughout 2025. Producers, brands and retailers that wish to help shape the final framework are invited to contact hello@inoqo.com.

This project is funded by EIT Food, which is supported by the European Institute of Innovation and Technology (EIT), a body of the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the EIT. Neither the European Union nor the granting authority can be held responsible for them.