ITC - Innovation Technology Cluster Murska Sobota (ITC) is a non-profit business support organisation that fosters cross-sectoral innovation and implements novel technologies and ICT in rural-based sectors. ITC's primary focus is to bring together target groups (such as SMEs, food system actors, farmers and other rural actors) and turn them into being "Smart", thus creating a unique Europe-wide innovation-based eco-system, supporting the shift towards more resilient, healthy and environmentally, socially, economically sustainable rural areas. ITC is the founder and main administrative office of the European Digital Innovation Hub - DIH AGRIFOOD, bringing together Slovenian and European research and development expertise in Agriculture, Food production & processing and food supply.