The problem it addresses:

Underutilised crops have significant potential to improve the resilience, diversity and sustainability of agricultural and food systems, yet they remain largely excluded from mainstream agricultural supply chains. Innovators and farmers working with these crops face challenges in turning their ideas into market-ready solutions. These challenges include a lack of structured business planning, unclear market positioning, limited access to investment and little support to scale up production. Many also lack the knowledge and experience to develop robust, viable and sustainable business models. They are therefore looking for tools that can guide them through this complex process.

The solution it provides:

MAG (Market Avenue Generator) is an AI-powered decision support system (DSS) that helps users develop sustainable business models for innovations related to underutilised crops. It guides them through a structured process that includes a lean canvas, a TRL assessment and a sustainability assessment, all on a single, user-friendly platform. MAG is designed for farmers and other business-oriented enterprises. It provides real-time AI-driven internal validation, allowing users to improve the content, structure and coherence of their business models step by step. Once this internal process is complete, users can either export their business model or submit it for review by business experts. This external review provides comments and recommendations in the form of a business brief and helps to ensure alignment of the business model with actual market expectations.

Link: https://ecoenvai.ijs.si/radiant/bm-dss/login