The purpose is to build and test a replicable training model in national vocational training systems to provide existing and future technical profiles in small and medium-sized enterprises (SMEs) in the agri-food sector with the necessary skills and competencies to:

• Enhance key skills in the fields of communication and responsibility in the agri-food sector.
• Improve innovation management strategies, analyze consumption based on reasonable consumer, stakeholder, and shareholder expectations.
• Develop collaboration and integration with local institutions, thereby enhancing the ability of SMEs to interact with complex environments.

Despite increased consumer awareness in recent years, information about food products is often defined by food companies, health authorities, academia, and the media. This often leads to conflicting messages that convey contradictory information to consumers.

In this context, it is crucial for these technical profiles to acquire and develop the key competencies to communicate effectively with end-users, using new channels such as social networks, blogs, and media to provide appropriate information and encourage informed choices.

For this reason, technical profiles in SMEs in the agri-food sector, including those already working in the industry and students and graduates entering the field, need to be capable of developing the right skills, competencies, and interdisciplinary approach to address complex environments and meet customer interests.