This research examines a series of case studies from the agricultural sector to illustrate how various models of innovation embrace value proposition. A conscious value contestation at the interface of science, policy and civil society requires transformations in the triple-helix model of university-government-industry collaboration, because reiterations in the triple-helix model of innovation, such as quadruple, quintuple and higher helices, do not necessarily address civil society concerns for human values and science ethics. This research develops and tests a matrix model of (...) university-government-industry-civil society collaboration, which involves the co-creation of inclusive and transformational spaces for value proposition. Findings suggest that the matrix model of innovation institutionalises citizen science as it serves as a moral heuristic to make seemingly apolitical science responsive to essentially contested societal values. (shrink)