The TealHelix research project with GS1 Germany as a consortium partner is developing new, personalised and trustworthy approaches for sustainability information in the food sector.
Sustainability has long since become a key purchasing criterion - but consumers are often faced with a jungle of labels, seals and information that is not always easy to understand or compare. At the same time, politicians and society expect more traceability along the entire supply chain. The EU project TealHelix addresses this issue: It aims to rethink the communication of sustainability-relevant information - understandable, digitally networked and customised to the needs of different target groups. The aim is to make sustainable consumption more accessible, transparent and attractive.
TealHelix is a research project funded by Horizon Europe that aims to New ways of labelling sustainable food researched. A total of 17 partners from 11 European countries are working together - including universities, NGOs, market research companies, marketing agencies and GS1 Germany, a leading standardisation player. The project is coordinated by the University of KU Leuven in Belgium and has a budget of 6.5 million euros.
How food decisions affect the environment
The project is not simply about creating a new label on products. Instead, the aim is to show how decisions about food affect the environment. The labelling is customised so that more people feel addressed. They should also Understand better without special prior knowledge in the area of sustainability how sustainable their purchasing behaviour is. The researchers are investigating how consumers make decisions and what motivates them.
Building on this, new digital solutions and labelling systems are to be developed on the basis of established standards and global solutions. The focus here is on „Sustainable Food Compass“, a tool that helps consumers to combine their personal preferences with general environmental goals.
In addition, various new apps with AI support and playful elements are intended to support shopping at the POS and strengthen trust in sustainability labels. In six EU countries, including Germany, Poland, Greece and the Baltic states, these will then be tested under realistic conditions, i.e. in supermarkets or online shops.
Within TealHelix, GS1 Germany plays a central role in the standardisation and communication of sustainability-related information along the supply chain right through to the POS. The Cologne-based company brings a wide range of expertise to the table, for example in matters of product identification and labelling with expertise in the possible integration of QR codes with the GS1 Digital Link standard. The stored information can be customised at any time, while the code on the packaging remains the same.
The next General Assembly of TealHelix will be organised by GS1 Germany from 29 to 30 September 2025 in Cologne from.
Source: GS1 Germany GmbH
