WP4: Business Models

Task 4.1 — Business Model Development

Lead: UEX · M01–M30

Analysis of existing business models for MD products across partner countries. Development of new sustainable business models integrating consumer insights from WP1, the innovative recipes from WP2, and the traceability platform from WP3.

Participatory Approaches Multi-actor Workshops

Task 4.2 — Sensory Acceptability Tests

Lead: DMU · M24–M34

Consumer sensory evaluation of the 5 developed recipes. Panels assess appearance, aroma, taste, texture, and overall acceptability across multiple countries. Results will be used to refine the final product formulations.

5-Point Hedonic Scale Cross-national Panels

Task 4.3 — Willingness to Pay Analysis

Lead: DMU · M24–M34

Economic valuation of consumers' willingness to pay for premium MD products with traceability, organic, and local quality attributes. Uses choice experiments embedded in the WP1 survey across all 6 partner countries.

Choice Experiments Economic Modelling

Task 4.3 · In Progress

Choice Experiment Design

Consumers evaluate hypothetical product attributes to measure real willingness to pay for quality credentials

Product Attributes Being Tested

Shelf-life

Short-life (1–3 days) · Intermediate (1–3 months) · Long-life (1–3 years)

Type of Packaging

Glass · Tetra Pack/Aluminium · Plastic

Nutritional Characteristics

Low in salt · Rich in dietary fibre · Source of protein

Other Quality Indications

Local product · Organic (Bio Logo) · No additives · With olive oil

Price Levels (per 350g serving)

Low: €2.65 (−25%) · Medium: €3.50 (market avg) · High: €4.37 (+25%)

Focus Product: Cream of Vegetables

The choice experiment uses the Vegetable Cream recipe (top-rated in Living Labs) as the reference product for willingness-to-pay assessments, enabling comparisons across countries and consumer segments.

506

Spain

502

France

502

Italy

447+

Portugal

TBC

Turkey

TBC

Tunisia

Consumer survey responses collected as of September 2025

Task 4.1 · In Progress

Business Model Framework

Participatory multi-actor approach engaging the full Mediterranean food chain

Primary Producers

Farmers, fishermen, and agricultural cooperatives across Mediterranean countries

Food Processors

SMEs and large manufacturers transforming raw MD ingredients into ready-to-eat products

Retailers & Distributors

Supermarkets, specialty shops, online platforms, and catering services

Consumers

End-users across different age groups, income levels and cultural backgrounds

Business Model Innovation Goals

Create viable commercial pathways for the 5 MoreMedDiet recipes in European and Mediterranean markets
Integrate blockchain traceability (WP3) as a value-added feature supporting premium positioning
Develop business models that strengthen short supply chains and support local producers
Quantify the economic value of health and sustainability credentials to guide pricing strategies

WP4 Partners

Lead: DMU (De Montfort University, France) · UEX, UNIPR, IBE, UTM, ADU, JASSP, IPLEIRIA, CICYTEX, UNIFI

Deliverables

WP4 Deliverables

Code	Description	Leader	Deadline
D4.1	Report on Business Model Analysis for Mediterranean Diet food products	UEX	M30
D4.2	Report on sensory and acceptability consumer tests for the 5 recipes	DMU	M34
D4.3	Report on willingness to pay and economic valuation across partner countries	DMU	M34