This summer and fall the SustainIT project team has presented the preliminary findings of the consumer survey results to various stakeholders through the Living Labs and at various events and conferences for the sector. Estonian country Living Lab in August was dedicated to the animal welfare labelling and consumer survey discussion. On September 27th, the conference „Digital Shift in Estonian Rural Economy“ took place for the second time and provided an opportunity to present the project and consumer survey to a wide range of dairy and beef value chain actors. A more detailed discussion on the implications of the consumer trends on the sector is covered in an opinion piece in the October edition of Estonian farmers’ gazette “Põllumehe Teataja”.