In this article, the authors aim to reflect on the relationship between collaborative creation and creativity ('co-creativity') within Living Lab (LL) research and innovation in the domain of agri-food systems.While the value of LL is often perceived to be the collaboration among its participants, there is a need to capture and measure the process of co-creation.Co-creativity is indicated by the literature to be a necessary research and collaborative component of social change, as well as for promoting a transformative sustainability agenda.This article uses empirical and primary data collected in the context of the DIVINFOOD project to show the extent to which researchers actively promote, manage and respond to the effects of collaborative creativity within their research. Collaborative creativity is an indispensable component of the co-creation process because it supports collaborative learning. The authors conclude that measuring co-creativity could be an interesting indicator to monitor the development of LLs over time.