On 29 May 2026, VISION4FOOD held a warm-up event in Valladolid, Spain, focused on one central question: how can more value be created for local and proximity food products in Castilla y León? The session was organised by the regional FIP team from Junta de Castilla y León and moderated by ITACYL. Eleven participants took part, representing public authorities, businesses, research organisations, civil society and farmers. 

One of the main challenges identified was the difficulty of explaining the value of local food to consumers. Participants discussed how this can affect both the income of producers and the choices people make when buying food, particularly in urban areas. They also looked at how the sector could communicate more clearly about where food comes from and why supporting local production matters. 

The discussion led to several practical questions. How can local food reach consumers more effectively? How can rural production be made more visible to people living in cities? Participants also considered the role of education, especially for children and families, and the need for clearer and simpler information on direct sales and food labelling. 

During the co-design session, three areas were identified for further work. The first was logistics, including the idea of a regional system that could support direct sales and short food supply chains while reducing intermediary costs. The second focused on research and awareness, with ideas such as studying consumer behaviour and showing how technology is already being used in farming. The third concerned decision-making, with an emphasis on ensuring that farmers and civil society have a meaningful role alongside public authorities, businesses and researchers. 

Participants were also clear that the regional Food Innovation Platform should lead to practical results. Suggestions included supporting changes in legislation, developing useful tools and improving the exchange of knowledge between research, producers and society. Knowledge transfer was identified as an important next step, including further work around the AGROCOMUNICA-CyL initiative. 

The ideas developed during the event will now help guide the next stages of the regional work. Possible next steps include refining regional missions, exploring a future pilot lab, consulting FIP members on priorities and organising technical sessions around the main topics identified during the workshop.