Value co-creation in food and agricultural sectors

This special issue brings together eleven studies that explore the shift from traditional value creation to collaborative value co-creation in agricultural and food systems, particularly within developing economies. Driven by technological innovation, entrepreneurial initiatives, and evolving market relationships, these contributions collectively highlight how diverse stakeholders — from farmers to consumers — jointly create value through both technology-mediated and relationship-oriented interactions. To synthesize these insights, we introduce a conceptual framework organized along two dimensions: the locus of value creation (supply-side vs. demand-side) and the mechanism of co-creation (technology-driven vs. human-driven), resulting in four thematic areas: Intelligent operations, Entrepreneurial ecosystems, Digital marketplaces, and Experiential encounters. Together, the papers not only demonstrate the tangible benefits of value co-creation for efficiency, sustainability, and inclusivity but also identify critical research gaps, inviting further scholarly attention to the processes, challenges, and interdisciplinary potential of co-creative practices.