Authors: Tamara Kozic, Social Science Expert & Dr. Saša Štraus, Food System Expert (ITC)
The Multi-Actor Approach (MAA) is officially defined by the European Commission as
“a form of responsible research and innovation (R&I) that aims to make research and innovation more co-creative and its outcomes more co-owned, reliable, demand-driven, and relevant to society”
Figure 1: The Multi-Actor Approach as the foundation of co-creative innovation
Figure 1 illustrates the MAA as the foundation of co-creative innovation. It highlights MAA as an interactive innovation model, which goes beyond the traditional, top-down linear model of knowledge transfer from science to end-users. Traditionally, innovation processes were largely driven by scientific knowledge flowing toward end-users, with limited attention to the realities of everyday practice. In today’s agricultural systems, however, challenges are increasingly complex and interconnected. The MAA acknowledges that effective innovation depends on multi-directional and cross-sectoral knowledge exchange, where each actor contributes distinct expertise and perspectives within a collaborative and interactive process.
In practice, MAA goes far beyond consultation at isolated moments. It actively brings together diverse actors, such as researchers, farmers, advisors, businesses, policymakers, NGOs, and citizens, to jointly shape the entire innovation process, from idea generation and design to implementation, monitoring, and evaluation.
MAA as a Mindset, Not Just a Method
Importantly, the MAA should not be understood as a single method, workshop format, or tool. Rather, it represents a mindset for approaching and doinginnovation differently.
MAA shifts the logic from “research designing solutions for users” to “actors co-creating solutions together.” Adopting this mindset changes how innovation is shaped in practice. Solutions are developed through joint problem framing rather than predefined assumptions.
Practical experience is valued alongside scientific evidence, and feasibility and real-world applicability are considered from the beginning. This leads to solutions that are better adapted to the context, more resilient, and more likely to be adopted beyond the project lifecycle. Adopting this mindset means recognising that all forms of knowledge are valuable and that innovation benefits from shared ownership, openness, and mutual learning. Methods and tools (such as workshops, pilots, or living labs) are important, but they only work effectively when grounded in this broader mindset. Figure 2 illustrates how the MAA shifts the focus from methods alone toward a shared mindset that shapes how innovation is designed, implemented, and adopted.
Figure 2: The Multi-Actor Approachas a mindset guiding methods and tools toward meaningful co-creation and real-world impact
MAA in ROTATES
Within ROTATES, MAA is not simply a reference framework; it is a guiding principle embedded across all Living Labs and co-creation activities. The approach ensures that knowledge flows in multiple directions, between science and practice, and that innovations reflect real needs, lived experiences, and contextual realities. This makes project outcomes more robust, socially accepted, and ready for real-life adoption.
For ROTATES, embedding the MAA is essential to achieving meaningful and lasting impact. By treating MAA as a leading structural principle, the project fosters:
- Stronger collaboration across disciplines and sectors
- Innovations that are context-specific and demand-driven
- Greater legitimacy, uptake, and sustainability of results
As the project progresses, MAA will continue to shape how Living Labs operate, how co-creation is organised, and how outcomes are monitored and evaluated, ensuring that innovation is not only technically sound but also socially grounded and collectively owned.
