Co-creation has recently become an extremely widespread and popularised term. It’s not only used on consumer-centred discourse but also on multi-stakeholders’ platforms such as public-private partnerships and living labs involving innovation and research.
Co-creation in the private sectors is described as the process of value creation through the active collaboration of the consumers by allowing them to co-develop the product and service experience to fit their needs (Kambil et al. 1999).
In the context of the AgroServ project, co-creation should be aligned with the living labs co-creation concept which refers to a form of open innovation, where the creation of new value takes place in cooperation between the experts and a variety of stakeholders from industry, research, public institutions, and civil society, in which the inputs of the user play a central role (Hagy et al. 2016, Mambrini-Doudet et al. 2021).
Therefore, the involvement of multiple stakeholders creates a multi-contextual scene in which the actors engage and interact with other stakeholders during every step of the co-creation process from problem definition to piloting (Ballon et al. 2005, Kreiling and Paunov 2021). This can mobilise and bring together complementary and transversal agroecological expertise which increases the speed and uptake of innovations while also increasing awareness and relevance of agroecological transition and, at the same time, addressing socio-economic challenges via the involvement of civil society.