Annals of the Academy of Romanian Scientists

Series on Agriculture, Silviculture and Veterinary Medicine

Volume 15, Number 1/2026

ISSN 2344-2085

131

DIGITALIZATION OF SHORT FOOD CHAINS:

CREATING WEBSITES FOR LOCAL FARMERS IN THE

BRASOV METROPOLITAN AREA WITHIN

THE EUROPEAN FOODCLIC PROJECT

Oana Bianca OPREA¹, Liviu GACEU^1,2,3,, Romulus GRUIA^1,2,3

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

1. Introduction

Contemporary food systems face complex structural challenges: increasing

dependence on imports, excessive elongation of supply chains, declining

agricultural incomes, loss of the connection between consumers and food sources,

and erosion of trust in product quality and authenticity. At the European Union

¹Lecturer PhD., Researcher, Transilvania University of Brașov, Faculty of Food and Tourism,

Brașov, Romania, E-mail: oprea.oana.bianca@unitbv.ro

²Prof. PhD. Hab. Eng., Researcher, Transilvania University of Brașov, Faculty of Food and

Tourism, Romania, Corresponding Member Academy of Romanian Scientists, E-mail:

gaceul@untbv.ro

³Prof. PhD Eng. Researcher, Transilvania University of Brașov, Faculty of Food and Tourism,

CSCBAS&CE-MONT Centre/INCE-Romanian Academy, Bucharest, Romania, Full member of

Academy of Romanian Scientists, Associate member of Academy of Agricultural and Forestry

Sciences “Gheorghe Ionescu-Sisesti”, Bucharest, Romania, e-mail: ecotec@unitbv.ro

132

Oana Bianca Oprea, Liviu Gaceu, Romulus Gruia

level, the Farm to Fork Strategy (2020) identifies the shortening of food chains as

a strategic priority for building more resilient, sustainable and inclusive food

systems.

In Romania, these challenges take on additional dimensions. The country is one of

the few EU member states with high agricultural potential – consistently ranking

among the top producers of wheat, sunflower and maize in Europe – yet

paradoxically imports a significant proportion of the food consumed by its urban

population. Between 2010 and 2022, the value of Romania’s agri-food imports

increased by 185%, surpassing 8 billion EUR annually, even though the utilized

agricultural area exceeds 13 million hectares [15]. This paradox reflects, in part,

the inability of small local producers to efficiently access urban distribution and

marketing channels.

European urban areas are at the centre of these transformations. They concentrate

both the demand for healthy and sustainable food, and the risks associated with

unequal access to food for vulnerable groups. Municipalities are increasingly

acting as food policy actors, but their interventions often remain fragmented and

disconnected from the broader context of regional and national policies [21].

The European FoodCLIC project (Horizon Europe, 2022–2027) proposes an

integrated approach to transforming urban food environments in eight European

pilot regions, including the Brasov metropolitan area. The project’s conceptual

framework – the CLIC acronym – organises actions around four pillars: Co-

benefits (economic, social and environmental sustainability), Linkages (rural–

urban connections), Inclusion (access for vulnerable groups) and Connectivity

(integration of food concerns into other public policy domains) [6].

One of the concrete actions of the Brasov Living Lab within FoodCLIC targets

the digitalization of short food chains through the free creation of websites for

local farmers active at the city’s agri-food markets. The action aims to reduce

informational asymmetry between producers and consumers and to rebuild the

direct farmer–consumer connection, digitally mediated through QR codes

displayed at market stalls.

This paper describes the context, theoretical foundation, methodology and

preliminary results of this action, contributing to the literature on the application

of digital tools in shortening food chains in metropolitan regions of Central and

Eastern Europe.

Digitalization of Short Food Chains: Creating Websites for Local Farmers

in the Brasov Metropolitan Area within the European Foodclic Project

133

Foodclic Project Context and the Brasov Metropolitan Area

The FoodCLIC Project

FoodCLIC (integrated urban FOOD policies – developing sustainability Co-

benefits, spatial Linkages, social Inclusion and sectoral Connections) is a project

funded under the Horizon Europe framework programme, running from

September 2022 to February 2027. The project brings together 26 partners from

10 European countries and operates in eight urban regions: Brasov (Romania),

Barcelona (Spain), Budapest (Hungary), Berlin (Germany), Lucca (Italy),

Amsterdam (Netherlands), Aarhus (Denmark) and Lisbon (Portugal) [6].

The central objective of FoodCLIC is to connect people, policies and places for an

integrated approach to transforming urban food environments, ensuring access to

healthy, safe and sustainably produced food for all residents, especially vulnerable

groups [3]. In each participating region, FoodCLIC supports the establishment or

consolidation of Food Policy Networks, bringing together representatives from

public administration, academia, the private sector and civil society, with the aim

of designing, testing and scaling interventions in local food systems.

The

CLIC

theoretical

framework

structures

interventions

along

four

interdependent dimensions. Co-benefits entail generating simultaneous economic,

social and environmental benefits from each intervention. Linkages aim to

strengthen connections between producing rural areas and consuming urban

environments. Inclusion seeks to ensure access to healthy food for resource-

limited groups. Connectivity implies integrating food concerns into urban

planning and other public policy domains [6]. In the case of the intervention

analysed, all four pillars are addressed: zero cost ensures inclusion, websites

strengthen rural–urban linkages, economic effects on farmers generate co-

benefits, and digitalization integrates the food dimension into the local

information economy.

The FoodCLIC implementation mechanism is based on the concept of the Living

Lab – a real-life experimentation space in which interventions are designed, tested

and evaluated under real conditions, not in a laboratory. The Brasov Living Lab is

coordinated by Transilvania University and works closely with Brasov City Hall,

local farmers and consumer groups. The iterative approach of the Living Lab

allows rapid adjustment of interventions based on field feedback, ensuring that the

solutions developed are relevant and effectively adopted by beneficiaries [6].

The Brasov Metropolitan Area and the Local Agri-food System

The municipality of Brasov, located in the heart of the Carpathian Mountains at an

altitude of 967 m, forms part of a metropolitan area comprising 17 administrative-

territorial units, with a total population of approximately 380,000 inhabitants. The

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Oana Bianca Oprea, Liviu Gaceu, Romulus Gruia

Brasov Metropolitan Area (BMA) is one of Romania’s most dynamic economic

regions, combining cultural and mountain tourism with a diversified industry and

a traditional agri-food sector [7].

The region is known for its remarkable agricultural diversity: vegetables (Stupini,

Bartolomeu), mountain fruits (Zărnesti, Râsnov), dairy products (Vale, Holbav),

honey and aromatic plants from the sub-Carpathian zone [7]. Mountain

agriculture supplies high-quality products with local tradition, providing a

competitive advantage over imported goods. This diversity positions the BMA as

a potential supplier of healthy, authentic food for the urban population, if

marketing barriers were eliminated.

Nevertheless, the Brasov agri-food system faces major structural challenges:

Romania relies heavily on food imports; obesity rates are high; and small local

sustainable producers encounter significant difficulties in accessing urban

markets. According to the Brasov Intervention Status Report within FoodCLIC

(D3.2, 2024), a gap of 35–40% is estimated between locally available production

and actual local product purchases by municipality residents [7]. This gap is

attributed mainly to the lack of visibility of local producers, insufficient

distribution infrastructure and informational barriers faced by consumers.

The Brasov municipality administers five agri-food markets where more than 100

local producers operate – constituting the main direct farmer–consumer marketing

infrastructure in the region. The local legal framework is defined by Local

Council Decision No. 428/2022, which regulates categories of traders entitled to

conduct commercial activities at markets organised by the municipality.

FoodCLIC institutional partners in Brasov are Brasov City Hall and Transilvania

University of Brasov, with the project involving 17 municipal departments, the

Market Services Administration, DSVSA and nine local consumer groups [6].

Brasov’s vision, aligned with the Milan Urban Food Policy Pact (MUFPP), is to

build an inclusive, resilient, safe and diverse food system that ensures healthy and

accessible food for all residents [14]. The Strategy for Agri-food Sector

Development (2020–2030) sets as a priority the improvement of links between

local producers and consumers, through shortening supply chains and improving

direct marketing conditions.

In the specific Romanian context, digitalization of the agri-food sector is at an

early stage. According to a report by the National Institute of Statistics (2023),

only 12% of individual agricultural holdings with direct sales have their own

website or presence on e-commerce platforms. This proportion is far below the

European average of 31% and reflects both financial and technical barriers, as

well as the absence of coherent public policies to support the digitalization of

Digitalization of Short Food Chains: Creating Websites for Local Farmers

in the Brasov Metropolitan Area within the European Foodclic Project

135

small producers. The FoodCLIC Brasov intervention addresses this structural

deficit through a free and participatory model, replicable at national scale [6].

Literature Review

Short Food Chains: Definition, Typology and Benefits

Short food chains (SFCs) are supply systems in which the number of intermediaries

between producer and consumer is minimal or nonexistent [16]. The definition

proposed by Kneafsey et al. (2013) for the European Commission distinguishes

between SFCs with "zero intermediaries" (direct farm sales, farmers’ markets, home

delivery) and SFCs with "one intermediary" (local cooperatives, specialist shops,

institutional canteens) [12].

In the European context, SFCs have gained major political recognition. The Farm to

Fork Strategy (2020) targets 25% of EU agricultural land under organic farming by

2030 and supports the expansion of proximity markets. EU Regulation 1305/2013 on

rural development includes specific support for SFCs as a tool for increasing the

economic viability of small farms and reducing food waste [11].

The literature demonstrates that SFCs generate multiple categories of benefits:

economic (higher incomes for farmers, more competitive prices for consumers,

recirculation of capital in the local economy), social (rebuilding the social bond

between community and rural areas, strengthening the cultural identity associated

with local products) and environmental (reducing packaging and carbon footprint

associated with long-distance transport, stimulating organic and agroecological

farming) [12, 11].

Informational Asymmetry as a Barrier to Local Food Purchasing

Informational asymmetry between producers and consumers is recognized in the

economic literature as a fundamental barrier to the functioning of local agri-food

markets. Consumers lack sufficient information about who produces, where and how

the food they purchase is produced. According to the 2022 Eurobarometer

(n=26,000), 73% of European consumers want more transparency regarding food

origin, and 78% identify perceived quality as the main reason for local food

purchasing [4].

The psychological distance between consumer and producer, accentuated by modern

industrial food systems, creates a cognitive disconnect that diminishes affinity for

local products. The consumer sees the product, but cannot associate it with the

producer who grew or cultivated it – they do not know the farm, the family, or

understand the production process. Transparency about product origin amplifies by

23% the "halo of authenticity" identified by Tregear (2011), through which

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Oana Bianca Oprea, Liviu Gaceu, Romulus Gruia

consumers attribute superior qualities to local products compared to industrial ones

[19].

Conventional chains involve 5–7 intermediaries, with farmers sometimes receiving

less than 20% of the final shelf price. Thin margins make investment in digitalization

and marketing prohibitive for small farmers, perpetuating a trap: precisely those who

would benefit most from digital visibility are those who cannot afford to build it [20].

Digital Tools for Short Food Chain Development

Digitalization offers tools with high potential for reducing informational asymmetry

in local agri-food markets. Online platforms, farmer websites and QR codes enable

the provision of detailed information about origin, production methods and the farm’s

"story" directly at the point of sale [22]. The impact is documented in several national

contexts.

The French platform LocalSol (2018–present), with over 3,500 participating farmers

and integrated QR codes at markets, generated a 34% increase in direct sales over two

years and a consumer retention rate of 61% [26]. The Italian Campagna Amica

network (Coldiretti), with 1,400 farmers’ markets and digital profiles accessible via

QR, is studied by FAO as a European best practice in the field [10]. RegioApp from

Baden-Württemberg (Germany) was adopted by 1,200 local producers, allowing

consumers to access farm information by simply scanning a QR code at the market.

LocalHarvest.org in the USA brings together standardized web profiles for 30,000+

farms and generates 2 million visitors per month, demonstrating the scalability of the

model [2].

The conceptual framework of the intervention also fits within the logic of the

"Flywheel Markets Framework", developed in the FoodCLIC Brasov context to

describe the dynamics of local agri-food markets. According to this framework,

information transparency (ensured by websites and QR codes) acts as a trust

accelerator, which in turn increases the frequency of local purchases, generating

better incomes for farmers, allowing them to invest in product quality, attracting more

consumers – a virtuous cycle of growth and consolidation of the short food chain [7].

The "social proof" effect generated by QR codes at market stalls has been

documented in qualitative studies from several European agri-food markets: the

visible curiosity of consumers scanning the QR code attracts other buyers, amplifying

the promotional effect of the digital tool [17].

Consumer Psychology and the Local Food Purchasing Decision

Several empirically grounded psychological theories explain the mechanisms through

which knowing the farmer influences purchasing behaviour. Social Identity Theory

(Tajfel & Turner, 1979) demonstrates that consumers identify with the local

community, and purchasing from local farmers becomes an act of identity

Digitalization of Short Food Chains: Creating Websites for Local Farmers

in the Brasov Metropolitan Area within the European Foodclic Project

137

affirmation: "I am from Brasov, I support Brasov farmers" [23]. The QR code

materialises this identity connection, providing it with verifiable informational

substance.

The Theory of Planned Behaviour (Ajzen, 1991) shows that attitudes towards local

products, social norms ("neighbours buy local") and perceived control ("I know how

to find local products") explain 68% of the variation in local purchasing intention [1].

The practical implication is clear: providing accessible information about local

producers directly increases purchasing intention, by increasing the consumer’s

perceived control.

The "Know Your Farmer" study (Selfa & Qazi, 2005) on 400 households

demonstrated that simply knowing the farmer’s name and location increases the

probability of return visits by 52%, rising to 67% when the consumer has access to

farm images and the family’s story [18]. Direct relationships with farmers increase

the buyer’s return rate by 40% compared to anonymous supermarket purchases, and

direct connection with the food source reduces food safety anxiety by 31% [5].

Consumers are also willing to pay on average 19% more for products with clear local

origin labelling, according to a pan-European study of 1,200 participants (Van

Ittersum et al., 2003) [24].

Barriers to Digital Adoption among Small Farmers

The literature identifies three main categories of barriers to digital tool adoption by

small farmers: financial barriers (the cost of a professional website ranges from 500 to

2,000 EUR, prohibitive for small agricultural households with slim margins);

technical barriers (low digital competence, especially among older farmers, who in

Romania represent a significant proportion – the average age of Romanian farmers is

57 years); and motivational barriers (resistance to change among producers with long-

standing traditional direct marketing experience) [13, 8, 9].

Effective solutions in the literature combine free service, standardized structure to

minimise content production effort, design for non-technical users and continuous

human support. Research from Belgium, where the Voedselteams model brings

together 400 farms with digital profiles and 15,000 consumer families, suggests that

peer mentoring – in which early adopting farmers support more reluctant ones – is

more effective than classical institutional training [2].

2.Materials and methods

2.1. Intervention Design

The action of creating websites for local farmers in the Brasov area represents

Intervention 2 of the Brasov Living Lab within FoodCLIC, entitled:

"Digitalization of short food chains – Using QR codes to promote local farmers in

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Oana Bianca Oprea, Liviu Gaceu, Romulus Gruia

the Brasov metropolitan area" [7]. The intervention was designed as a

participatory tool, based on co-design principles, and implemented iteratively in

several phases, following a Reflexive Learning Cycle (RLC) logic according to

the FoodCLIC methodology [6]. The fundamental principles of the methodology

establish the necessary conditions for the adoption and sustainability of the tool:

(1) zero cost for the farmer – elimination of financial barriers as a prerequisite for

digital inclusion; (2) standardization with flexibility – a common website structure

with personalised content per farmer, so that the creation effort is minimal while

the result is authentic; (3) accessibility – a web page functional on any

smartphone without a special application, eliminating the technical barrier for the

consumer; (4) updatability – the farmer can request content changes at any time

by simply communicating with the project team, ensuring the permanent

relevance of the information.

2.2. Methodological Phases

The intervention was structured in five successive phases, designed to ensure both

the technical quality of the product and its adoption by farmers and consumers.

Phase 1 – Producer identification. The inventory of local farmers active in

Brasov’s agri-food markets was carried out in collaboration with the Brasov

Market Services Administration, using existing databases. Over 100 active

producers were identified across the five municipal markets, of which 30 were

selected for the first implementation phase, based on criteria of product category

diversity and availability to participate in co-design.

Phase 2 – Participatory co-design. Individual co-design workshops were organised

with the selected farmers, with an average duration of 45–60 minutes per farmer.

In these workshops, farmers decided what content they wished to present, what

photographs to include and what product information they considered relevant for

consumers. Photographs were taken in the field, at the farm or at the market stall,

ensuring visual authenticity. The participatory approach ensured that websites

reflect the authentic voice and identity of each producer, rather than an impersonal

template.

Phase 3 – Website creation. A standardized six-section thematic structure was

designed and applied, optimized for mobile devices and with Google Maps

integration, using the Google Sites platform for accessibility and compatibility:

(1) Home – farm photographs, landscapes, animals, seasonal produce; (2) About

Us – farm history, mission, values, family team; (3) Products – list of available

products, production methods, certifications and standards; (4) Services &

Experiences – guided tours, workshops, farm events for visitors; (5) Media

Gallery – photos and videos of farm activity; (6) Contact – integrated Google

Maps, opening hours, phone number, contact form.

Digitalization of Short Food Chains: Creating Websites for Local Farmers

in the Brasov Metropolitan Area within the European Foodclic Project

139

Phase 4 – QR code generation and display at market stalls. A unique QR code was

generated per farmer, printed on weather-resistant material and displayed at the

market stall in a visible location. Farmers received a brief 15-minute training on

using and promoting the QR code in interactions with customers, with emphasis

on simple verbal communication ("Scan the code and see our farm").

Content quality was ensured through a set of minimum standards established

jointly with farmers during the co-design phase: a minimum of 5 quality

photographs of the farm or products, complete information on production

methods, specification of certifications or ecological practices, a functioning

Google Maps map and a valid telephone number. These standards aimed to ensure

that web pages provide sufficient information for the purchasing decision,

avoiding superficial content that might erode consumer trust.

Phase 5 – Iterative evaluation and monitoring. A web traffic monitoring system

was implemented via Google Analytics (number of visits, access source, device

used, session duration). Semi-structured qualitative interviews with farmers and

consumers were conducted at 4–6 week intervals post-launch. Website content

was iteratively adjusted based on collected feedback, in a continuous

improvement cycle.

Figure 1. Local farmer at the stall in Brasov Agri-food Market – the context of the FoodCLIC

digitalization intervention (photo: project team, 2024)

2.3 Sample and Implementation Framework

The first implementation phase included 30 local farmers, selected from the pilot

neighbourhood of Stupini – an area with agricultural tradition in the Brasov

metropolitan area – and from the central markets of Brasov municipality. Table 1

shows the distribution of participating farmers by product category.

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Oana Bianca Oprea, Liviu Gaceu, Romulus Gruia

Table 1. Distribution of participating farmers in Phase 1 by product category

Product category

No. of

farmers

Examples of

producers

Main market

Seasonal vegetables

Fruit and natural juices

Artisan cheeses

10

6

Vulcanean Lenuta – Bartolomeu

Agri-food

Market

Stupini

Market

Livada Craitoru

Voinesti

–

Sfatul

Brasov

Square

5

Neagoici Constantin

Brasov Agri-food Market

– Vama Buzaului

Honey and bee products

Mountain dairy products

5

Producers from the

sub-Carpathian area

Various

markets

municipal

4

Producers

from

Brasov Agri-food Market

Holbav, Vale

All participants are active farmers with a regular presence at municipal market

stalls in Brasov and at least 3 years of direct marketing experience. The diversity

of product categories was considered an important criterion for validating the

model across varied production and marketing contexts.

3. Results and discussions

3.1. Quantitative Results of Phase 1

At the end of the first implementation phase, 30 free websites were created for

local farmers active at Brasov markets. All websites follow the standardized six-

section structure, are optimized for mobile phones and are each associated with a

unique QR code displayed at the farmer’s stall [7]. The main quantitative results

of the intervention are presented in Table 2.

Table 2. Quantitative indicators of FoodCLIC Brasov Intervention 2, Phase 1

Indicator

Value

Notes

Web pages created (Phase 1)

30

Coverage: 30% of active producers in

municipal markets

Cost per farmer

0 EUR

Fully covered by the FoodCLIC project

Identical structure, personalised content

Standardized sections per website

QR codes generated and displayed

6

30

1 per farmer, printed on weather-resistant

material

Digitalization of Short Food Chains: Creating Websites for Local Farmers

in the Brasov Metropolitan Area within the European Foodclic Project

141

Average co-design session duration

52 min

15 min

Range: 30–90 minutes, depending on

complexity

QR code usage training duration

Average website creation time

Practical session at the stall, with

demonstration

4–6

hours/site

Including photo editing and Google Maps

integration

Figure 2. Home page of the "Zmeura Bio Brasov" website – an example of local producer

presentation (source: Google Sites, 2024)

Figure 3. The "Association Members" section of the joint portal – logos of farms participating in

FoodCLIC Brasov Intervention 2 (source: Google Sites, 2026)

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Ferma Cojocar Gheorghe

Zmeura Bio Brașov

Ferma Vulcănean Lenuța

Microferma Cirica Daniela

Ferma Podaru

Cosgarea Mircea – Vegetables

Figure 4. Examples of logos created for local farmers in the Brasov metropolitan area within

FoodCLIC Intervention 2 (source: Google Sites, 2026)

3.2 Adoption from the Farmers’ Perspective

Initial field observations (RLI Brasov, FoodCLIC D3.2, 2024) indicate positive

adoption by participating farmers. They appreciated the opportunity to present their

farm in a professional manner, without prior technical knowledge or any costs.

Perceived benefits include professional online identity, free product promotion and

the foundations for customer loyalty.

Real challenges were also identified, to which the implementation team associated

concrete mitigation measures: (1) the limited digital literacy of older farmers –

addressed through continuous human support from the Transilvania University team

and on-request content updating without requiring direct technical involvement from

the farmer; (2) difficulty in keeping content seasonally updated – resolved through a

quarterly notification system and a partnership with volunteer students from

Transilvania University; (3) resistance to change among some farmers with well-

established traditional practices – overcome through on-site demonstrations and

organised peer learning, with early adopting farmers positively influencing more

reluctant colleagues.

Digitalization of Short Food Chains: Creating Websites for Local Farmers

in the Brasov Metropolitan Area within the European Foodclic Project

143

3.3 Observed Effects on Farmer–Consumer Interaction

Qualitative observations from Brasov markets indicate that the presence of a QR code

at the market stall generates spontaneous conversations among buyers – a "social

proof" effect that attracts new curious customers. Consumers who scan the QR code

and access the farmer’s web page acquire information that transforms the commercial

transaction from an anonymous exchange into a personalised interaction, based on

knowledge of the producer.

Qualitative interviews with consumers also revealed a post-visit "recall" effect:

consumers who scanned the QR code and visited the farmer’s website reported

"remembering" that farmer on their next market visit, identifying them more easily

and returning to their stall. This visual memory effect – amplified by photographs of

the farm and products – contributes to consumer loyalty without requiring any

additional action from the farmer.

Farmers also reported that the presence of the QR code at the stall had encouraged

them to talk more with customers about the farm and their products – an unexpected

side effect, in which the digital tool stimulated interpersonal communication rather

than replacing it. This observation suggests that digitalization of the short food chain

does not erode the personal farmer–consumer relationship, but amplifies it by creating

a conversational starting point.

3.4 Web Traffic and Monitoring Data

In the first eight weeks following the launch of websites and display of QR codes,

preliminary web traffic data collected via Google Analytics showed that website

visits are predominantly from mobile devices (92% of visits), confirming the

correctness of the mobile optimization decision. The average website session duration

was 2 minutes and 34 seconds, suggesting an adequate level of consumer engagement

with the available content.

The geographical distribution of visits confirms the local character of the initiative:

78% of visitors originate from Brasov municipality and the neighbouring communes

of the metropolitan area. This geographical concentration is consistent with the

intervention objective of building direct connections between local producers and

consumers from the same region. A proportion of 22% of visits come from other

cities or countries, suggesting a potential tourist interest – consumers planning visits

to Brasov who wish to identify local producers in advance [7].

3.5. Discussion

The results obtained in the first phase of the FoodCLIC Brasov intervention

confirm the central research hypothesis: creating free websites for local farmers

reduces informational asymmetry and rebuilds the farmer–consumer connection,

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digitally mediated through QR codes. The preliminary data are consistent with

predictions from psychological theory and empirical evidence from the

international literature.

The "Know Your Farmer" effect (Selfa & Qazi, 2005) [18] manifests in the

Brasov context, confirming the transferability of the model from a North

American to an Eastern European context. This convergence is relevant to

comparative research in alternative food systems, suggesting that the

psychological mechanisms of trust and identity underlying the preference for local

products are culturally robust.

A particular aspect of the Romanian context is the high average age of farmers (57

years nationally) and the relatively low level of digital literacy among agricultural

producers. The Brasov model addresses this challenge by "delegating" the

technical effort to the project team: the farmer is not asked to learn to build or

administer their website, but merely to participate in co-design and to display the

QR code. This marks an important difference from models in Western Europe,

where the degree of digital autonomy among farmers is higher.

An important dimension of the intervention, deserving distinct attention in future

research, is digital equity at the consumer level. QR codes presuppose access to a

smartphone with a functioning camera and to an internet connection – resources

not universally available across all population segments, especially among the

elderly and low-income groups. The FoodCLIC Brasov intervention complements

the digital approach with the physical presence of farmers at their stalls and with

poster-type displays carrying basic information, ensuring that information is

accessible even to consumers without smartphones [7].

Financial sustainability after the project ends remains a significant challenge,

identified in the international literature as a vulnerable point of digitalization

interventions funded through projects [13, 25]. The proposed solution – transfer to

the Market Services Administration and integration into the municipal budget – is

consistent with the logic of local public administration, but requires political will

and explicit budget allocation. This dimension should be explored in the next

research phase, including through cost-benefit analysis of the model from the

perspective of local government.

From a local public policy perspective, the intervention demonstrates the value of

the tripartite administration–university–farmers partnership in building agri-food

digitalization tools. Brasov City Hall provided access to market infrastructure and

the producer database; Transilvania University contributed technical and

methodological expertise; and farmers brought local knowledge and authentic

content. This institutional triangulation is essential for the long-term sustainability

Digitalization of Short Food Chains: Creating Websites for Local Farmers

in the Brasov Metropolitan Area within the European Foodclic Project

145

of the intervention and represents a model of cross-sectoral cooperation relevant

to other municipalities in Romania and Europe [14].

The Brasov model also presents potential for scaling and transfer. At national

level, the platform could be integrated into the existing information systems of

agri-food markets administered by municipalities across Romania. At European

level, the co-design + free website + QR methodology is simple enough to be

replicated in any of the 230+ MUFPP member cities, with minimal adaptations to

the local context [14].

3.6. Limitations and Future Research Directions

The present study has a number of limitations that must be explicitly

acknowledged. First, the data collected are predominantly qualitative and relate to

a first implementation phase with a sample of 30 farmers. The absence of a

control group and rigorous quantitative measurements of economic impact (sales

growth, price changes, evolution of loyal customer numbers) limits the conclusive

power of the preliminary observations.

Second, the short monitoring period (8 weeks from website launch) does not

permit the assessment of the durability of the observed effects. It is possible that

the "novelty effect" of QR codes may diminish over time, if not accompanied by

regular content updating and active farmer communication with customers.

Third, the farmer sample selected in Phase 1 includes predominantly producers

with an initial openness to innovation, which may introduce a selection bias into

the observations. Extension to more reluctant farmers – the objective of Phase 2 of

the intervention – will test the robustness of the model under more challenging

adoption conditions.

Future research directions include: (1) a longitudinal study (12–24 months) with

quantitative measurements of the economic impact on farmer incomes and

consumer loyalty; (2) comparative analysis of the Brasov model with similar

interventions in other FoodCLIC cities; (3) assessment of post-project financial

sustainability through cost-benefit analysis from the local government

perspective; (4) expansion of the platform to a dedicated mobile application for an

improved user experience.

4. Conclusions

The action of creating free websites for local farmers in the Brasov metropolitan

area, implemented within the European FoodCLIC project, demonstrates that the

digitalization of short food chains is a simple tool with complex impact. The main

conclusions of the paper are as follows:

146

Oana Bianca Oprea, Liviu Gaceu, Romulus Gruia

(1) A QR code at the farmer’s stall is not merely a technological tool, but an act of

transparency that rebuilds trust in modern food systems, reducing informational

asymmetry and the psychological distance between producers and consumers.

(2) The convergence of evidence from psychology, rural economics and sociology

confirms that the farmer’s identity – accessible through the website – increases the

perceived quality of products, fosters consumer loyalty and sustains local

economies, with documented effects across multiple European and North

American contexts.

(3) The participatory methodology applied – co-design with farmers, simplified

training, standardized structure with personalised content, zero cost – represents a

replicable model, adapted to the specificities of small producers in the mountain

regions of Romania, exportable to other European contexts with minimal

adaptations.

(4) The digital inclusion of vulnerable farmers – through the elimination of

financial and technical barriers and the delegation of technical effort to the project

team – constitutes a necessary condition for the participation of small producers in

the information economy of the twenty-first century.

(5) The digitalization of the short food chain does not erode the personal farmer–

consumer relationship, but amplifies it: the digital tool creates a conversational

starting point that stimulates direct interactions at the market stall.

(6) The 30 websites created in Phase 1 of the intervention represent the first stone

of a regional digital agri-food ecosystem, with potential for scaling at national

level and for transfer as a European best practice within the MUFPP network

(230+ member cities). The contribution of the Brasov model to the international

literature lies in demonstrating the feasibility of a free, participatory and

sustainable digital tool in an emerging economy context in Central and Eastern

Europe, thus extending the geographical and economic frontiers of previous

research, predominantly focused on Western European and North American

contexts. The next research phase will focus on quantifying the economic impact

of the intervention and exploring post-project financial sustainability.

Acknowledgements

This work was elaborated within the FoodCLIC project, funded by the European

Union under the Horizon Europe research and innovation programme (Grant

Agreement No. 101000803). The views and opinions expressed are those of the

authors alone and do not necessarily reflect those of the European Union or the

European Research Executive Agency (REA). Neither the European Union nor

Digitalization of Short Food Chains: Creating Websites for Local Farmers

in the Brasov Metropolitan Area within the European Foodclic Project

147

the REA can be held responsible for them. The authors thank Brasov City Hall,

the Market Services Administration and the local farmers participating in the

intervention for their essential contribution to its implementation.

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