In today’s fast-changing agricultural landscape, no single expert holds all the answers. That’s where the Multi-Actor Approach (MAA) comes in. The MAA is an approach that allows the co-creation of solutions as well as the sharing of knowledge between several actors who have specialized knowledge in different areas. The NOSTRADAMUS project embraces this collaborative spirit, connecting diverse voices to develop innovations that are not only effective but deeply rooted in real-world needs. By connecting a wide variety of stakeholders, such as researchers, farmers, advisors, and legislators, the MAA in NOSTRADAMUS project promotes a collaborative setting and emphasizes the importance of bringing together a diverse array of stakeholders throughout the innovation process.
The MAA represents an interactive innovation model and goes beyond the traditional, top-down linear model of knowledge transfer from science to end-users. In the past, knowledge flowed predominantly from science to end-users, often without considering the practical realities faced by those who would use the innovations. However, in today’s complex agricultural landscape, challenges are multifaceted and require diverse perspectives. The MAA recognizes that knowledge sharing is a two-way street, each actor brings unique expertise to the table, creating an interactive innovation model that benefits all involved.
Incorporating various actors with complementary knowledge ensures that projects are demand-driven, responsive to real-world needs, and more likely to succeed. As the European Commission and EIP-Agri highlight, MAA is a requirement for many R&D calls. In Horizon Europe, MAA is seen as a responsible research and innovation approach that aims to increase the demand-drivenness, reliability, and societal relevance of both the R&I process and its outcomes. (1)
To meet these expectations, multi-actor projects must bring together stakeholders from diverse backgrounds—scientific, practical, technical, or otherwise—across different sectors. These projects are by nature multi-stakeholder initiatives, requiring a consortium that reflects the diversity of the problem being addressed. (2) Additionally, stakeholder participation is important as an element needed to drive the co-creation of knowledge and innovation (3). This means engaging with real-world challenges faced by farmers, foresters, and other end-users, and ensuring collaboration among actors with complementary knowledge throughout the project lifecycle.
Importantly, this engagement can take many forms. Stakeholders may be involved in different ways depending on the needs: some may be kept informed throughout the project lifecycle, others consulted for feedback, while others may take an active role in decision-making. Nonetheless, by ensuring that all experience and knowledge are considered, and that all partners contribute meaningfully, projects can generate more robust and applicable solutions to pressing problems.
Real impact starts with real collaboration—captured in these MAA principles:
- Co-creation: Stakeholders collaborate in the development of solutions, ensuring that innovations are not just designed for, but with, the communities and sectors they are intended to serve
- Collaborative Decision-making: Stakeholders are actively involved in shaping the project’s goals and decisions
- Knowledge Sharing: Each actor contributes specific knowledge, ensuring that innovation reflects real-world complexity and is rooted in practice
- Co-ownership: A key outcome is the shared ownership of results, ensuring that solutions are not only effective but also sustainable and supported by the actors who will use them
In summary, the MAA is transforming how agricultural innovations are developed and adopted by involving stakeholders early and throughout the entire process. This inclusive and collaborative method fosters co-creation, ensuring that innovations are not only effective but also tailored to the specific needs and conditions of the regions they aim to serve. By drawing on the experiences of farmers, businesses, and local communities, MAA grounds solutions in real-world relevance and addresses tangible challenges. It also promotes continuous dialogue and feedback, enabling timely adjustments and bridging the gap between knowledge generation and practical application.
Aligned with these principles, the NOSTRADAMUS project is fully committed to implementing the MAA to address key challenges in agriculture. A Strategic Plan will guide this effort, ensuring the meaningful involvement of a broad and diverse group of stakeholders—including farmers, farmers’ associations, advisors, IT experts, SMEs, government representatives, and civil society—throughout the project’s duration. Through this collaborative framework, NOSTRADAMUS seeks to co-create solutions that are both effective and scalable, contributing to more resilient and sustainable agricultural systems.
REFERENCES:
- European Commission. (2023). Horizon Europe Work Programme 2023-2024. Cluster 9: Food, Bioeconomy, Natural Resources, Agriculture, and Environment. Retrieved from https://ec.europa.eu/info/funding-tenders/opportunities/docs/2021-2027/horizon/wp-call/2023-2024/wp-9-food-bioeconomy-natural-resources-agriculture-and-environment_horizon-2023-2024_en.pdf. Accessed May 08, 2025.
- Ruoslahti, Harri. (2020). Complexity in project co-creation of knowledge for innovation. Journal of Innovation & Knowledge, 5(4), 228-235.
- Ruoslahti, Harri. (2018). Co-creation of knowledge for innovation requires multi-stakeholder public relations. In public relations and the power of creativity: Strategic opportunities, innovation and critical challenges. 115–133.
Written by: Tamara Kozic, ITC Murska Sobota
