What does “sustainable” on a food label really mean? And why don’t people choose sustainable products more often, despite all the existing certifications? These are the questions that researchers at Vrije Universiteit Amsterdam (VU Amsterdam) are tackling within the European research project TealHelix.
This EU-funded project (Horizon Europe), with a budget of over €6.5 million, aims to make food sustainability tangible, understandable, and personal for consumers.
Together with 16 other partners from 11 countries, VU Amsterdam is working on new ways to help people make more conscious choices while grocery shopping—based on their own motivations and values.
Fewer labels, more insight
We all know them: the countless labels, seals, and claims on food packaging. But do they actually make it easier to choose sustainably? Not always. “TealHelix takes a different approach,” says Michail Kokkoris, Associate Professor of Marketing at VU Amsterdam. “Rather than creating yet another label, we’re developing smart tools that match the needs and mindset of the person buying the food. So we’re not just focusing on the product—we’re putting the consumer at the center.”
VU Amsterdam leads the part of the project that investigates how to positively encourage people to eat more sustainably. The team looks at both conscious and unconscious motivations. For example, they are testing apps, gamified elements, and forms of in-store communication that make sustainable choices easier and more enjoyable for shoppers.
Research with real-world impact
In collaboration with European retailers, these solutions will soon be tested in actual supermarkets. Artificial Intelligence (AI) will play a key role in making the guidance even more personalized.
“Many people want to eat more sustainably, but they’re unsure how to do it or don’t trust the information provided,” says Kokkoris. “We want to change that by combining knowledge from psychology, marketing, and information technology. This is line with the mission statement of the Marketing Department at VU Amsterdam to conduct research with a strong emphasis on relevance for business and society.”
In this part of the project, VU works alongside KU Leuven, the University of Groningen, and research agency AdCogito. The VU team includes Kokkoris, postdoctoral researcher Jonathan D’Hondt, and research assistant Alina Kaufmann.
VU Amsterdam as a hub of international collaboration
In March 2025, VU Amsterdam hosted the second General Assembly of the TealHelix project. During this two-day event, researchers, experts, and stakeholders from across Europe came together to share progress and insights.
TealHelix will run until 2028 and is part of a broader European research and innovation initiative that promotes honest, transparent, and easy-to-understand food information—ensuring that no one is left behind. Through this project, VU Amsterdam hopes to contribute to building a more sustainable and inclusive food system for all.
Learn more in the TealHelix press release.