This project is a part of open, customer-centric and cross-sectoral ecosystem agenda that advances the creation of business models and technologies with related expertise creating new export potential in Finland. Consumer goods sector and its supply chains are going through major disruptions and experiencing a paradigm shift from conventional value chains (sand glass model) towards consumer centric ecosystem. These are due to e.g. explosion of e-commerce, consumer centricity, big data analytics, new logistics technologies, and platforms, which enable new disruptive business models. In order to answer the challenge of the rising consumer needs concerning transparency and easiness novel logistic solutions plays a major role. Research project is done bu VTT and UH with companies and in co-operation with University of Cambridge, Sussex University, Hull University, Technical University of Denmark, Norwegian University of Technology and Hanken School of Business.