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Traceability is becoming an essential tool for both the industry and consumers to confirm the characteristics of food products, leading industries to implement traceability to their merchandise. In order for the Computer Technology Institute and Press “Diophantus” (CTI) to help small and medium-sized enterprises (SMEs) implement traceability systems based on open innovation, principles were introduced. This paper presents market research that was carried out in order to determine the significant concerns of the Greek consumers about pork meat and pork products, their opinion on traceability information, and their preferences regarding how they would like to receive this information. The survey was conducted online and took place from mid-February to mid-March 2021 on a sample of 224 participants. The market research showed a very high interest concerning traceability, especially on the expiry date of the meat (87.9%), while the way and conditions of transport of the meat products follow (79%). Furthermore, consumers showed that they believe that the quality and safety of pork products would be improved with traceability (70.1%) and (79%) would prefer to buy traceable compared with untraceable pork, signifying the importance of traceability for consumers. Additionally, it was found that consumers and SMEs have common concerns regarding traceability. The information gathered from this market research will be used to adapt the traceability system to consumers’ needs.

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