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Oana Bianca OPREA1, Liviu GACEU2, Romulus GRUIA3 Abstract. This paper analyses an innovative digitalization action for short food chains, carried out within the European FoodCLIC project (Horizon Europe, 2022–2027), in the Brasov metropolitan area – one of the eight European pilot regions involved. In the first implementation phase, 30 standardized websites were created free of charge for local farmers active at municipal agri-food markets. Each web page, structured in six thematic sections and optimized for mobile devices, is associated with a unique QR code displayed at the farmer’s stall, enabling consumers to instantly access information about the farm, its products and production methods. The action responds to the problem of informational asymmetry between producers and consumers, identified as one of the main barriers to local food purchasing. The participatory co-design methodology, simplified training and iterative monitoring eliminated financial and technical barriers for small producers. Initial field observations confirm positive adoption by farmers and an increase in spontaneous conversations at market stalls triggered by the QR codes, contributing to the restoration of the farmer–consumer connection and to the development of a local digital agri-food ecosystem in the Brasov area. Keywords: short food chains, agri-food digitalization, FoodCLIC, QR code, Brasov. DOI 10.56082/annalsarsciagr.2026.1.131 Read full article 1Lecturer PhD., Researcher, Transilvania University of Brașov, Faculty of Food and Tourism, Brașov, Romania, E-mail: oprea.oana.bianca@unitbv.ro. |
PUBLISHED in Annals Academy of Romanian Scientists Series on Agriculture, Silviculture and Veterinary Medicine
ISSN PRINT 2069-1149 ISSN ONLINE 2344-2085 |
