Exploring co-creation with agri-food smallholders in Vietnam

The food system in Vietnam is changing whilst the middle class is growing. Agrifood smallholders have the strengths of responding to the changing needs of the middle class by offering freshness, proximity and convenience but they also face increasing competition from larger and international firms. At the same time, issues with food safety are prevalent and a rising concern among consumers. For this study we completed sixteen co-creation workshops between local agri-food smallholders and consumers. The goal of these workshops was to explore the value of participatory processes, non-hierarchical decision making and creativity for smallholder firms in Vietnam through co-creation workshops focused on sustainability. The outcomes show that the workshops can stimulate customer understanding and participatory processes among the smallholder businesses, but creativity in the form of novel ideas less so. The workshops did not result in directly feasible or manageable product and service concepts. The topic of sustainable food opened a dialogue: insights between the firms and customers on this topic were mutually rich. The outcomes suggest that co-creation workshops can create a sense of community and urgency for sustainability. In the future, the challenge for smallholders is to invest in participatory processes with a long-term view on sustainability as well as come to practical design outcomes on the short term