Consumers were chosen as a central focus because households consistently generate the largest share of food waste in the EU. Therefore, behavioural change has enormous potential for waste reduction, yet awareness campaigns alone have proved insufficient. The consumer brief argues for approaches that reframe food as a social and cultural good rather than just a commodity, while offering inclusive incentives that reach beyond digitally connected groups. This links directly to the Just Transition principle of fairness: reducing food waste cannot come at the expense of affordability or access to healthy diets.

Farmers were identified as another priority group. Food loss in primary production is tightly connected to structural inequalities and technological divides. Small-scale farmers in particular face barriers to digital adoption, which risks widening disparities if not addressed through targeted support. By focusing on the digital transition of farmers, the brief underscores that achieving systemic food waste reductions requires not only efficiency gains but also equity in who benefits from innovation. This connects back to our modelling work, which showed that productivity gains without safeguards could lead to rebound effects and deepen vulnerabilities.

Short food supply chains emerged as a third theme because they represent a structural alternative to the dominant long chains that often generate hidden inefficiencies and waste. By shortening the distance between producers and consumers, these systems reduce losses in transport and storage, while also strengthening local economies and democratic food governance. The brief makes the link between waste prevention and resilience: supporting local food networks is not only about cutting waste, but also about giving communities more control and stability in their food supply.

Finally, the urban dimension was chosen because cities are increasingly central to food policy, yet too often sidelined in national strategies. Municipalities are closest to citizens and can innovate rapidly, but they lack mandates and resources. The urban brief therefore proposes EU-wide procurement standards and stronger monitoring frameworks to empower cities to act. By bringing prevention into public catering and ensuring transparency and inclusivity, urban policy becomes a driver of systemic change across the food system.

Taken together, the five briefs reflect the logic of the Just Transition Pathway: starting where food waste is most concentrated (consumers), addressing structural bottlenecks in production (farmers, supply chains), ensuring supportive governance, and activating cities as agents of change. They show that near zero food loss and waste is achievable, provided we tackle the problem at all levels while keeping equity and resilience at the centre.

These briefs will now serve as a foundation for ZeroW’s advocacy at EU and Member State levels. They mark an important step in turning the project’s analytical work into practical guidance for decision-makers, setting the stage for coordinated action towards fairer and more sustainable food systems.